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UofP - MBA570 - DQs - Week Two - 07-24-06

UofP - MBA570 - DQs - Week Two - 07-24-06 - Discussion...

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Discussion Question 2.1 Due Episode II, Due Day 3 Market Research: Surveys "We've all completed surveys in our lifetimes. Share a personal example of when you received what you feel was a poorly designed survey. In your opinion, specifically, What elements made the survey a poor research tool? Do you feel that the survey would ultimately be able to provide useful marketing data? Why or why not? What things, specifically, would you recommend to improve the final survey?" Example of Survey An example of a poorly designed survey was from my healthcare company (name omitted). Last year, I was sent a survey by my healthcare company to rate several levels of services, payment ease, staff, and facilities. First, there were entirely too many “options” or focus topics that became overwhelming as I completed the survey. Secondly, the time frame of completion was incorrect. The verbiage at the top of the survey stated, “This survey should occupy no more than 30 minutes of your time;” however, it took over one hour to complete. Wrought with disgust by the 30-minute mark, I was not effective in my answers. Meaning—I did not care what answers I put! Survey Elements The elements that made the survey a poor research tool were poor design, ambiguous questions, nonmutually exclusive answers, and several questions (two or more) in one question. The overall design of the survey was poor because it enveloped several topics and, therefore, created a very long survey. Next, ambiguous questions such as “Do you see your doctor on a regular basis?” and “If taking medications, were they explained to you?” seemed to appear all over the survey and left you wondering about their relevance. Furthermore, as the example in the book regarding Wendy’s survey, the healthcare company asked my age with nonmutually exclusive answers like “20 to 40” and “40 and over” (Kerin, 2006). Lastly, the survey combined multiple questions in one question such as “Do you prefer the location of the doctor and staff?” Conclusion I did not feel that the survey would provide useful marketing data because it was too long and I simply did not care about the answers after 30 minutes. With certain changes, the survey may prove beneficial as a marketing tool. One recommendation is to split the survey up by topic and send each one to a different demographic of participants. This could either be a random selection or controlled. Reference Kerin, R., Hartley, S., et al. (2006). Marketing (8 th ed.). New York: McGraw-Hill. Robert (Robb) Sikes 520.245.0662 [email protected]
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Discussion Question 2.2 Due Episode II, Due Day 5 Market Research: Focus Groups "In group dynamics, there often emerges several personality types including those who dominate a group and those who refrain from contributing in a group. Focus groups are only useful when an environment of balanced collaboration is established. As a moderator for a focus group, what sorts of tactics would you employ to ensure that everyone's voice is equally heard and that no
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UofP - MBA570 - DQs - Week Two - 07-24-06 - Discussion...

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