AB/219 AB219 AB 219 UNIT 1 DISCUSSION

AB 219 UNIT 1 DISCUSSION

Unit 1: Introduction to Strategic Marketing - Discussion

Surveys

One of the most difficult parts of doing marketing research is creating good questionnaires. Review the information on questionnaire design attached below. 

There are many free online survey software and questionnaire tools that are very easy to use. The most popular tool is SurveyMonkey® (1999–2016).

Using this free tool, create a market research survey for Tony’s Pizza. Tony would like to serve his customers better. He would like to get a better idea of who his customers are, what they like or do not like about Tony’s Pizzeria.

Keep the survey short, no more than ten questions. Then, develop your response by discussing your experience using these tools. Paste the link to your survey in your Discussion response.

Respond per your Syllabus guidelines.

 Designing a Questionnaire
Consider the following:
1. What data or information will you need to address your research questions?
2. Is the research quantitative or qualitative?
Remember quantitative means it uses data in numeric form. If qualitative, it answers questions using words.
3. How will your questionnaire content be distributed to the population you have chosen (i.e. customers, middle aged adults, skateboard riders, baseball fans etc.)? Is the chosen population best accessed from the company customer database? Or should you survey retail buyers in the mall? You can distribute your questionnaire or survey by telephone interview, in person interviews (for instance in the mall), via the Internet, or by regular mail.
4. Based on your time, the most reliable and best method to reach your potential population respondent, and your budget, choose a method and then begin designing your questions.
Remember open ended questions solicit more information (and are more conducive to qualitative studies). Closed ended questions have a yes or no or finite answer. However one popular method of determining people’s attitudes is to use a Likert summated ratings scale which works particularly well with quantitative studies when you want measure people’s attitudes or opinions. Likert developed a ratings scale whereby the chosen population responds to statements that have answers that are ideally balanced with the “agree” response in the middle of a five item scale.
Likert Summated Ratings Scale Example:
Circle your rating for each statement below.
Strongly Somewhat Agree Somewhat Disagree
Agree Agree Disagree
The XYZ store offers reliable products. 5 4 3 2 1
At the end the researcher adds up the points.
The following are examples of some types of measurement to assess the attitude of a shopper at a local grocery store chain:
Nominal scale: identifying what the person likes or prefers or does not prefer. The number itself is not important as it only helps to indicate a preference.
Select your preferred brand(s) from the items below-Check all that apply
Which is your favorite brand of cheese?
Rainbow Cheeses ___
Silver Farms ___
Cheezy ___
Corey Farmstone ___
Ordinal Scale: This scale implies that there is some order to the numbers signifying degrees of preference. For example:
Signify your preferences in order from 5–1 with your top brand (5) to your least favorite brand (1).
Rate your favorite brand of coffee:
Colombian Hills ____
Select Brew ____
Golden Arrow ____
Java Country ____
Café Olé ____
Interval Scale: The numbers reflect an interval such that the researcher can compare scores. This scale is more precise than nominal or ordinal.
Tell us how you feel about the following brands of toothpaste by circling the number that best reflects your opinion.
Extremely Favorable Extremely Unfavorable
Tooth Delight 7 6 5 4 3 2 1
Dental Hygiene 1 7 6 5 4 3 2 1
Cavityfighter Toothpaste 7 6 5 4 3 2 1
Sparkle 2 Toothpaste 7 6 5 4 3 2 1
White Delight 7 6 5 4 3 2 1
Ratio Scale: This scale uses numbers that reflect a percentage and has an absolute zero value so it more accurately measures differences. Your income would be a ratio scale. Also when researchers want to measure the amounts of things in absolute terms, this would be the scale to use as it is the most accurate of the scales for measurement.
To assess shopping habits, this might be a question regarding a supermarket chain.
Circle your response to the questions below:
How many times did you go to the supermarket in the past month?
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16+