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Questionnaire Construction

Questionnaire Construction. Mary Lim: Unitec. Why Market Research . http://bigbrightbulb.com/newb/wp-content/uploads/knife-to-gun-fight.jpg. Knives at A Gunfight. Having your product in the market place is like being in a gunfight. You are not alone You are up against your challenger...

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Questionnaire Construction

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  1. Questionnaire Construction Mary Lim: Unitec

  2. Why Market Research http://bigbrightbulb.com/newb/wp-content/uploads/knife-to-gun-fight.jpg

  3. Knives at A Gunfight • Having your product in the market place is like being in a gunfight. • You are not alone • You are up against your challenger... • ...and several other gunslingers... • ...and they are all around you. • You need guns, not knives • You need bullets, not blanks

  4. Your Ammunition • ‘Guns’ – Strategies to get your enemies • ‘Bullets’ – several types: • Know yourself – your brand, product and customers • Know your enemy – brand, product and customers • Know your terrain – your market and your competitors’ • The Silver bullet: the three ‘Knows’ all in one bullet

  5. Making Your Silver Bullet - 1 • What is your attitude towards market researchers? • Do you like to be stopped whilst on your way to work/uni/shopping to answer questions on Brand X and give your personal details? • The tables have turned and now it’s your turn! • How do you feel?

  6. Making Your Silver Bullet - 2 • A simple guide (Walter, G., Cleary, M. & Reys, J. M., 1999). • Choosing a topic and subject group • Given the topic, - what can you ask about? • Survey types • Sampling methods • Determine your sample size • Survey length • Format • The need for thick skin • Survey etiquette and respondent sensitivity

  7. Making Your Silver Bullet - 3 • The WHAT Question – a general question to help you ease into the situation, and set the stage: • What do you think/know/ of ...? (category) • What would you do/eat/wear/use if ...? (category) • What do you do for/during ...? (category) • The WHEN Question – narrowing down the possibilities: • When I mention (product) what is the first thing that comes to your mind? (Experiences recall) • When I mention (product) what is the first brand [or first three brands] that comes to your mind? (Brand recall)

  8. Making Your Silver Bullet – 4 ‘cont’d • The WHY Question – going into specifics • Why do you go there/use (preferences, patterns) • Why this (particular) activity • The HOW Question – going into specifics • How often do you go there? • How much do you buy?

  9. Making Your Silver Bullet – 4 ‘cont’d • The WHERE Question – going into specifics • Where do you go to buy this? • Where do you search to get this information? • The WOULD YOU Question – decision making • Would you buy this product/brand/from this location?

  10. Making Your Silver Bullet – 5 ‘cont’d • Understanding the question: i.e. does your respondent understand the question? • Compare: ‘What have you done today?’ with: ‘What have you studied today?” • Double barrel – asking a question covering two issues: • ‘Do you watch TV and drink wine while you are having your dinner?’ Yes ( ) No ( )

  11. Making Your Silver Bullet – 5 ‘cont’d • Ambiguous questions: • Do you think tomatoes will be cheaper than the price of lamb if we imported them from elsewhere?

  12. Making Your Silver Bullet – 6 ‘cont’d • Using scales: • On a score of 1-5, 1=Not severe and 5=Most severe, how would you rate your pain? • On a score of 1-5, 1=Not comfortable and 5=Most comfortable, how would you rate your bed? • On a score of 1-5, 1=Most ineffective and 5=Most effective, how would you rate the hair gel? • On a score of 1-5, 1=Most likely to buy and 5=Most unlikely to buy, would you buy this brand of hair gel? • What are the implications?

  13. Your Questionnaire Structure 1 • 10-15 questions • Part 1 – Category: Set the mood • Part 2 – Get into the brand • Top of mind recall • Brand experiences • Part 3 – Establish consumer behaviour • Brand purchased, why • Frequency of purchase • Reason for brand choice – brand/product attributes • Perception of competition • Point of purchase, why, patterns • Willingness to purchase

  14. Your Questionnaire Structure 2 • Part 4 – Advertising • Ad recall – memorability, medium, timing • Likes and dislikes • Competitors’ advertising • Part 5 – Demographics • Gender • Age grouping • Income grouping • Profession • Suburb

  15. Questionnaire Construction • Questions? • Discussion

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