THE MARKETING SURVEY By Master Ence Constructing the

THE MARKETING SURVEY By: Master Ence

Constructing the Questionnaire • Must measure what was intended to be measured (validity) • Results can be produced again (reliability)

Writing Questions • Open-ended questions – ask respondents to construct their own response to a question • Example: “What changes or additions to this coat would you recommend? ” General comments or suggestions are also examples. • Forced-choice questions – respondents choose answers from given possibilities. • Two-choice questions, multiple-choice, rating or ranking scales, and/or level of agreement.

Two-Choice Questions • Yes/No Questions – should only be used when asking for response on one issue. • “Was our facility clean? ” • “Was our facility well maintained? ” • NOT “Was our facility clean and well maintained? ”

Multiple-Choice Questions • Give respondent several choices • Make the options comprehensive enough to include every possible response. • “other” option useful – more accurate responses • “When you have a choice of all the car rental companies listed below, which do you prefer? ” (check only one) Alamo Hertz Avis National Budget Thrifty Enterprise Other_________

Rating Scale Questions • Very satisfied to very dissatisfied • Excellent to poor • Example: How would you rate your reception by the front desk staff? • Helpfulness • Check-In Speed Excellent Good Fair Below Average

Rating Scale Continued… • Level of Agreement Questions • When assessing attitudes or opinions • Example: Indicate your level of agreement with the following statements based on your personal preference: “I am extremely health conscious. ” Strongly Agree Neutral Disagree Strongly Disagree

Basic Writing Guidelines • Write each question clearly • As brief as possible • Same ranking/rating scales for questions • Do not ask leading questions (“Do you prefer X or the more reasonably priced Z? ”) • Avoid bias • No guessing from respondent • Pretest questions

Formatting • Excellent visual appearance & design • Dark ink on light paper • Easy-to-read font • Short enough to answer quickly • Number the questions • Group any demographic questions at the end of questionnaire

Administering Questionnaire A mailed questionnaire: • Have a deadline • Personalize if possible • Include cover letter to explain purpose of survey • Include postage-paid envelope

Administering Questionnaire In-person survey: • Brief explanation of survey’s purpose placed on questionnaire • Unbiased participant selection • Can collect reactions while interviewing

Administering Questionnaire Incentives: • Drawings • Coupon for the company’s product