Marketing Research Essentials: Sampling, Questionnaires & Surveys
Marketing Research Process & Sampling Fundamentals
The 6-Step Marketing Research Process
- Problem Definition
- Development of an Approach
- Research Design
- Fieldwork / Data Collection
- Data Preparation & Analysis
- Presentation of Results
Sampling Fundamentals
Population: The entire group being studied.
Sample: A subset of the population used for research.
Sampling: The process of selecting a representative subset from the population.
A sample must be representative of the population.
Sampling Design Approaches
Probability Sampling: Equal Chance for All
Simple Random Sampling: Each member has an equal chance of selection (e.g., using a random number generator).
Non-Probability Sampling: Unequal Selection Chances
Convenience Sampling: Based on ease of access and availability, carrying a high risk of bias.
Voluntary Response Sampling: Relies on individuals who choose to participate, often leading to strong or skewed opinions.
Judgment Sampling: Selection based on the researcher’s belief about the representativeness of the sample, which can be subjective.
Fieldwork and Data Collection Methods
Fieldwork is closely tied to the research design:
- Exploratory Research Design: Often uses qualitative methods (e.g., in-depth interviews, focus groups).
- Conclusive Research Design: Typically employs quantitative methods (e.g., surveys, experiments).
Methods: Qualitative (QUAL) vs. Quantitative (QUAN).
For stronger validity, consider using triangulation (combining multiple methods or data sources).
Sample Size Considerations
Sample size is determined by:
- Population size
- Margin of error (commonly 5%)
- Confidence level
Effective Questionnaire Design Principles
What is a Questionnaire?
A questionnaire is a formalized set of questions used to systematically collect data from respondents.
Key Objectives of Questionnaire Design
- Collect accurate and reliable information.
- Encourage high participation rates.
- Minimize response errors.
The 10-Step Questionnaire Design Process
- Specify Information Needed: Clearly define the research problem, hypotheses, and target audience.
- Define Type of Interview:
- Face-to-face: Suitable for complex questions.
- Phone: Best for simple and short inquiries.
- Paper/Online: Ideal for self-administered surveys.
- Determine Question Content: Avoid assuming respondent knowledge. Ensure questions are meaningful and answerable.
- Design Questions (Avoid Bias & Reluctance): Phrase questions neutrally (e.g., “What do you like about…?” instead of “Why do you…?”). Avoid sensitive or personal questions early in the survey.
- Choose Question Structure:
- Open-ended: Useful for exploration, typically at the beginning of a survey.
- Close-ended: Provides clarity with options like Yes/No, multiple choice, or scales.
- Choose Wording Carefully: Ensure clarity, simplicity, neutrality, and specificity in question wording.
- Question Order: Begin with easy, trust-building questions. Reserve sensitive or complex questions for later. Maintain a logical flow and group related questions.
- Choose Format: Ensure a clear layout, visible instructions, and consistent structural design.
- Presentation (“Looks”): Utilize readable fonts, clear numbering, and an organized page structure.
- Pilot Test: Conduct a pilot test to identify and correct any issues before full deployment.
Types of Questionnaire Questions
- Open-Ended Questions: Allow for free-form responses and are exploratory. Best used at the beginning of surveys.
- Close-Ended Questions:
- Dichotomous: Yes or No options.
- Multiple Choice: Respondents select one option.
- Checklist: Allows for multiple selections.
- Frequency: Measures how often something occurs.
Questionnaire Best Practices
- Avoid ambiguous, biased, or overly general questions.
- Keep wording simple and precise.
- Follow a general-to-specific question order.
- Ensure the questionnaire flows naturally, like a conversation.
Research Types and Survey Methodologies
Research Types Overview
- Qualitative Research: Focuses on the “WHY” (subjective insights).
- Quantitative Research: Addresses “WHO, WHAT, WHEN, WHERE, HOW” (objective data).
Descriptive Research Design
Descriptive research is a component of Conclusive Research Design.
It answers questions such as: Who? What? When? Where? How?
Used to describe market characteristics or functions, including:
- Market potential
- Customer profiles
- Market share
- Brand image
- Buying behavior
When to Use Descriptive Research
Use descriptive research when you need to know:
- How many or how often something occurs.
- What proportion, extent, or percentage applies (e.g., “What is…”, “What are…”).
Survey vs. Questionnaire: Key Differences
Survey: A comprehensive method of data collection, encompassing the sample, mode of administration, and data analysis.
Questionnaire: A specific tool or instrument used to ask structured questions within a survey.
Types of Descriptive Research
- Cross-sectional: Data collected at a single point in time.
- Longitudinal (e.g., Panel Surveys): Data collected over an extended period.
Common Survey Methods
- Telephone Interviews
- Personal Interviews
- Mail Surveys / Mail Panels
- Online Surveys
Panel Surveys: Tracking Over Time
Panel surveys involve surveying the same individuals multiple times.
They are useful for tracking:
- Changes in attitudes, behaviors, and preferences.
- Customer lifecycle and repeat purchase intent.
- Market segment insights.
Primary Data Collection Focus Areas
Primary data collection typically gathers information on:
- Demographics
- Attitudes/Opinions
- Awareness/Knowledge
- Motivation
- Behaviors
Common Survey Errors to Avoid
- Small sample size
- High non-response rates
- Poorly written questions
- Interviewer bias
- Untrustworthy answers
Observation Methods in Research
- Disguised vs. Undisguised: Whether respondents are aware they are being observed.
- Natural vs. Contrived: Observation in a natural setting versus a controlled environment.
- Mechanical Observation: Utilizes devices like cameras or eye-tracking technology.