Market survey

Question 1

When budling a marketing survey one must consider 4 questions to answer:

Answer 1

1. Objectives of data collection
2. Types and format that the survey questions may take
3. Mistakes that can be made
4. Survey organization

Question 2

In addition, care is very important, as in the lack or …. questions and presence of ….. questions.

Answer 2

right
wrong

Question 3

The lack of right questions refers to the

Answer 3

“What” and relevance of information

Question 4

The presence of wrong refers to the

Answer 4

“How” and the meaning of information, or incorrectness of the information.

Question 5

Questions can be divided into two types.

Answer 5

open ended
close ended

Question 6

open ended questions:

Answer 6

for giving freedom of response

advantages:
unexpected learning

Disadvantage:
Ambiguity
higher analysis effort
participants might deviate when answering questions

Question 7

close ended questions:

Answer 7

used for knowledge of topics and for frequency and magnitude

Advanatges:
less bias/subjective
great precision in conclusion

Disadvantages:
limited info
possible unanswered questions

Question 8

After, each marketing survey must be evaluated and analyzed according to the following questions:

Answer 8

• can respondents understand
• can respondents answer
• will respondents answer.

Question 9

The wording of questions needs to be carefully thought through
DO’s:
DONT’s:

Answer 9

DO’s:
brevity
objectivity
specificity/non-ambiguity

DONT’s:
slang
abbreviations
jargon
negatively constructed questions.

Question 10

The survey must then be divided into sections

Answer 10

1. introduction- encourgage participation and legitimize the study, reassure anonymity and request help and frankness.
2. Substantive data and critical questions- these must be carefully constructed and designed with precision and conclusion.
3. classification data- questions about the person answering the study, ex. demographic or socioeconomic data.

Question 11

Order of survey questions

Answer 11

1.easy and less personal
2. most important
3.least important, but most personal

Broader questions before narrower questions

questions should be clustered by topics