Marketing 6621

1. Creating Market Research
Surveys/Questionnaires

2. Surveys/Questionnaires are
one of two types of
market research
Primary Research
Secondary Research

3. Primary Research
Experiments, investigations,
or tests carried out to
acquire data first-hand.

4. Primary Research
• Interviews
• Surveys
• Questionnaires
• Focus Groups

5. Secondary Research
Secondary research is to
analyze data that has
already been published.

6. Questionnaire
List of a research or survey
questions asked to respondents,
and designed to extract specific
information.

7. Questionnaire
Serves three basic purposes:
1. Collect the appropriate data
2. Make data comparable and
amenable to analysis
3. Minimize bias in formulating
decisions

8. Sample
A sample is a group of people
drawn at random from all those
people who are in your chosen market.

9. Types of Questions
Dichotomous Questions
Likert Response Scale
Semantic Differential
Cumulative/Guttman Scale
Filter/Contingency Questions

10. Dichotomous Questions
A question has two possible responses.
Surveys often use dichotomous questions
that ask for Yes/No, True/False
or Agree/Disagree response.

11. Likert Response Scale
Survey questions that attempt to
measure on an interval level.

12. Semantic Differential
An interval question that is assessed
by the respondent on a set of
opposite adjective pairs

13. Cumulative/Guttman Scale
Respondent checks each item
with which they agree.

14. Filter/Contingency Questions
Response to one question in order to
determine if the respondents
are qualified to answer a subsequent one.