Intro to Surveys.pptx

Surveys I will be successful when I can ……… ▪create well formatted closed and open ended survey questions ▪create a survey using proper format Success Criteria Surveys ● The main purpose of a survey is the fact that it is impossible to question everyone in a “population” or targeted area. ● As...

Surveys I will be successful when I can ……… ▪create well formatted closed and open ended survey questions ▪create a survey using proper format Success Criteria Surveys ● The main purpose of a survey is the fact that it is impossible to question everyone in a “population” or targeted area. ● As a result, we use a survey on a selection of our target market to get sample responses that we can confidently project onto the greater population as a whole ● An effective survey will consider each of the following elements: Sampling ● Instead of polling each person, a "sample" is scientifically selected so that results are representative of the whole group ● a sample must be created so that it includes a “representative” picture of the greater population • Ie – surveying a Grade 9 boys gym class about high school students’ attitudes towards the cafeteria….is this representative?? Sample Size ● Samples are rarely ever 100% accurate, but the bigger the sample, the more likely it is valid ● Increased size reduces risk-but are also more time consuming and expensive ● The Canadian Census is considered a "100% Sample" because every Canadian is accounted for To determine the attitudes of St. Mary’s students on cafeteria food: ● ● it would be a valid “sample size” if 250 students were sampled in a population of 2200 It wouldn’t be a valid “sample size” if 25 students were sampled in a population of 2200 Randomness ● A sample is only an accurate representation of the whole if all parts of the whole have an equal chance of being sampled ● If the participants are chosen on any other basis than “being random”, it could lead to skewed results To determine the attitudes of St. Mary’s students on cafeteria food: ● ● it would be “random” if 100 students were chosen randomly from a bin with all 2200 students’ names inside It wouldn’t be “random” if a teacher picked the student’s that they teach (ie - may be in same grade) Biases ● A survey is biased if it tends to lead the respondent to select a particular opinion ● As marketers, we want to know what the respondent is thinking and not influence their response ● To determine the attitudes of St. Mary’s students on cafeteria food: ● ● it would be “biased” if I asked “how would you rate the horrible food in the St. Mary’s cafeteria? It wouldn’t be “biased” if I asked “what would you rate the food in the St. Mary’s cafeteria? Questioning ● A critical part of any survey ● The questions must be chosen and constructed with great strategy ● There are two main types of questions: ● Closed Ended ● Open Ended ● Let’s take a look at each……. Closed Ended Questions ● Most surveys use closed-ended questions, which ask you to select an answer from two or more choices. ● These questions “funnel” the respondent’s answers to a set of provided responses ● Ie – yes or no, male or female, I like or dislike ● They are quick and simple to answer, easy to sort and analyze One Answer Only - Multiple Choice I would buy this brand again ● agree ● uncertain ● disagree Are you a smoker? ● Yes ● No Checklist Question ●Which brand names have you purchased in the last year? ❑ Dove ❑ Jergens ❑ Irish Spring ❑ Ivory ❑ Lever 2000 ❑ Other Rating Scale Question ●Rate our service using the following scale poor ●Clean ●Friendly staff excellent 1 2 3 4 5 1 2 3 4 5 Checklist Question What do you look for when you shop for a DVD player? ❑ simple remote ❑ ease of use ❑ plays MP3/JPG ❑ brand name ❑ multi-disc ❑ warranty Open Ended Questions ● Open ended questions allow the respondent to answer the question how they see fit ● In many cases, the researcher doesn’t know what type of response they will receive ● The information received is often very rich and detailed Let’s look at a few examples……. “What is your opinion of Air Canada?” “When I choose an airline, the most important consideration in my decision is _____________________________________ __________________. “I flew Air Canada a few days ago. They gave me a cold sandwich to eat. This stirred the following thoughts and feelings in me...” Now complete the story. ● Let’s look at some survey questions and see what we think……… What’s Wrong??? How much time do you spend watching TV and doing housework? How much time do you spend watching TV and doing housework? Two questions in one (Double Barrelled) What’s Wrong??? Why is our product better than our competitor’s product? Why is our product better than our competitor’s product? Leading question (biased) What’s Wrong?? When was the first time you saw a commercial for our product? When was the first time you saw a commercial for our product? Unanswerable question What’s Wrong?? How much do you pay for entertainment? How much do you pay for entertainment? Ambiguous question What’s Wrong?? How much do you pay for entertainment and groceries weekly? ❑ $5 ❑ $10 ❑ $15 ❑ $20 How much do you pay for entertainment and groceries weekly? ❑ $5 ❑ $10 ❑ $15 ❑ $20 Two questions in one No range of answers: what if I spend $13?? Complete the Bad Survey Questions worksheet by yourself. We will take up in 15 minutes. Worksheet – 15 min