Surveys. These questions can be completed in writing or orally, in person, on the phone, through the...
-
Upload
scott-spencer -
Category
Documents
-
view
214 -
download
1
Transcript of Surveys. These questions can be completed in writing or orally, in person, on the phone, through the...
![Page 1: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/1.jpg)
Surveys
![Page 2: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/2.jpg)
• These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet.
• A survey is a set of carefully planned questions used to gather data with a particular objective or goal in mind
![Page 3: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/3.jpg)
• the main purpose of a survey is the fact that it is impossible to question everyone in a “population” or targeted area.
• It is impractical (too much time, money and effort)
• As a result, we use a survey on a selection of our target market to get sample responses that we can confidently project onto the greater population as a whole
![Page 4: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/4.jpg)
• An effective survey will consider each of the following elements:
• In order to confidently be able to project our findings into our marketing efforts on the greater “population”, we need to ensure the survey is properly created and conducted
![Page 5: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/5.jpg)
A. SAMPLING
• Instead of polling each person, a
"sample" is scientifically selected so that results are representative of the whole group
• a sample must be created so that it includes a “representative” picture of the greater population
• Ie – surveying a Grade 9 boys gym class about high school students’ attitudes towards the cafeteria….is this representative??
![Page 6: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/6.jpg)
B. SAMPLE SIZE
• Samples are rarely ever 100% accurate, but the bigger the sample, the more likely it is valid
• Increased size reduces risk-but are also more time consuming and expensive
• The Canadian Census is considered a "100% Sample" because every Canadian is accounted for
![Page 7: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/7.jpg)
• it would be a valid “sample size” if 250 students were sampled in a population of 2200
Ie - To determine the attitudes of our school’s students on cafeteria food:
• It wouldn’t be a valid “sample size” if 25 students were sampled in a population of 2200
![Page 8: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/8.jpg)
C. RANDOMNESS
• A sample is only an accurate representation of the whole if all parts of the whole have an equal chance of being sampled
• If the participant’s are chosen on any other basis than “being random”, it could lead to skewed results
Ie – To determine the attitudes of our school’s students on cafeteria food:
• it would be “random” if 100 students were chosen randomly
from a bin with all 2200 students’ names inside
• It wouldn’t be “random” if a teacher picked the student’s that they teach (ie - may be in same grade)
![Page 9: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/9.jpg)
D. BIASES
• A survey is biased if it tends to lead the respondent to select a particular opinion
• As marketers, we want to know what the respondent is thinking and not influence their response
• it would be “biased” if I asked “how would you rate the horrible food in the cafeteria?
• Ie - To determine the attitudes of our students on cafeteria food:
• It wouldn’t be “biased” if I asked “how would you rate the food in the cafeteria?
![Page 10: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/10.jpg)
E. QUESTIONING
• A critical part of any survey
• The questions must be chosen and constructed with great strategy
• There are two main types of questions:• Closed Ended
• Open Ended
• Let’s take a look at each…….
![Page 11: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/11.jpg)
Closed Ended Questions
• Most surveys use closed-ended questions, which ask you to select an answer from two or more choices.
• These questions “funnel” the respondent’s answers to a set of provided responses
• Ie – yes or no, male or female, I like or dislike
• they are quick and simple to answer, easy to sort and analyze
![Page 12: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/12.jpg)
Here are some sample closed-ended questions:
![Page 13: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/13.jpg)
agree uncertain disagree
I would buy this brand again
![Page 14: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/14.jpg)
Are you a smoker?
yes no
![Page 15: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/15.jpg)
Dove Irish Spring Ivory
Jergens Lever 2000 Other
Which brand names have you purchased in the last year?
![Page 16: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/16.jpg)
poor excellent
Clean 1 2 3 4 5
Friendly staff 1 2 3 4 5
Rate our service using the following scale:
![Page 17: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/17.jpg)
What do you look for when you shop for a DVD player?
simple remote ease of use
plays MP3/JPG brand name
multi-disc warranty
![Page 18: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/18.jpg)
Open Ended Questions
• Open ended questions allow the respondent to answer the
question how they see fit
• In many cases, the researcher doesn’t know what type of response they will receive
• The information received is often very rich and detailed
![Page 19: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/19.jpg)
Here are some sample open ended questions:
![Page 20: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/20.jpg)
“What is your opinion of Air Canada?”
![Page 21: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/21.jpg)
“When I choose an airline, the most important consideration in my decision is _______________________________________________________.
![Page 22: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/22.jpg)
“I flew Air Canada a few days ago. They gave me a cold sandwich to eat. This stirred the following thoughts and feelings in me...”
Complete the story…………..
![Page 23: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/23.jpg)
• Let’s look at some survey questions and see what we think………
![Page 24: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/24.jpg)
Two questions in one
How much time do you spend watching TV and doing housework?
![Page 25: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/25.jpg)
Leading question
Why is our product better than our competitor’s?
![Page 26: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/26.jpg)
When was the first time you saw a commercial for our product?
Unanswerable question
![Page 27: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/27.jpg)
Ambiguous question
How much do you pay for entertainment?
![Page 28: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/28.jpg)
$5 $10 $15 $20
How much do you pay for entertainment and groceries weekly?
Two questions in one
![Page 29: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/29.jpg)
Why do you think our cereal is the best tasting one on the market?
Leading question
![Page 30: Surveys. These questions can be completed in writing or orally, in person, on the phone, through the mail, or on the internet. A survey is a set of carefully.](https://reader030.fdocuments.in/reader030/viewer/2022032804/56649e585503460f94b51c07/html5/thumbnails/30.jpg)
The End !!