- Week 7 Marketing Research - 2 survey research

Characteristic rank is comfortable to wear is durable

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most important to you and 6 being the least important. Characteristic Rank Is comfortable to wear _____ Is durable _____ Is a well-known brand _____ Has up-to-date styling _____ Gives freedom of movement _____ Is a good value for the money _____
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23 Rank Order— Top Items Below are six characteristics of women’s tennis sportswear.   Please select and rank the three  that are most important to  you, with 1 being the most important. Characteristic  Rank Is comfortable to wear _____ Is durable _____ Is a well-known brand _____ Has up-to-date styling _____ Gives freedom of movement _____ Is a good value for the money _____
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24 Rank Order—Top One Below are six characteristics of women’s tennis sportswear.  Please select the one that is most important to you . SELECT  ONE.  Characteristic  Rank Is comfortable to wear _____ Is durable _____ Is a well-known brand _____ Has up-to-date styling _____ Gives freedom of movement _____ Is a good value for the money _____
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25 Stimulus Single Response Pick one from  a list A question or  command Response
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26 1. Select one item from list 2. Options must be mutually exclusive  3. List must be exhaustive 4. Include  Other  response 5. Can include  None 6. Give instruction to select one Single Response
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27 How did you first learn  of the [brand]?  PLEASE SELECT  ONE .   ____Friend ____Coworker ____Radio ____Television ____Billboard ____Yellow pages ____Newspaper advertisement ____Magazine advertisement ____Other.  Please explain____________________
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28 Multiple Response 1. Select all items from list that apply 2. Respondent can select none 3. Can include  Other  category 4. Give instruction 
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29 Where have you noticed advertisements for the [brand]?  PLEASE SELECT ALL THAT APPLY .   ____Radio ____Television ____Billboard ____Yellow pages ____Newspaper  ____Magazine ____Other.  Please explain____________________ Multiple Response
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30       Type of scale 1       Balanced or unbalanced 3        Odd/even number of categories 4       Forced/unforced choice 5       Number of response options 2       Numeric/verbal responses 6 Scale Decisions       Physical form of scales 7
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31 A few  guidelines for  survey development 
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32 Do develop survey items to  answer all  research  questions exercise samples
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33 Don’t ask anything that does  not answer a research  question samples
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34 Align response categories with  stimuli samples
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35
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36 Maintain anonymity
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37
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38 Don’t   ask what you already  know
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39
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40 1.
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