Creating Market Research

Surveys/Questionnaires

Surveys/Questionnaires are

one of two types of

market research

Primary Research

Secondary Research

Primary Research

Experiments, investigations,

or tests carried out to

acquire data first-hand.

Primary Research

• Interviews

• Surveys

• Questionnaires

• Focus Groups

Secondary Research

Secondary research is to

analyze data that has

already been published.

Questionnaire

List of a research or survey

questions asked to respondents,

and designed to extract specific

information.

1. Collect the appropriate data

2. Make data comparable and

amenable to analysis

3. Minimize bias in formulating

decisions

Questionnaire

Serves three basic purposes:

Sample

A sample is a group of people

drawn at random from all those

people who are in your chosen market.

Types of Questions

Dichotomous Questions

Likert Response Scale

Semantic Differential

Cumulative/Guttman Scale

Filter/Contingency Questions

Dichotomous Questions

A question has two possible responses.

Surveys often use dichotomous questions

that ask for Yes/No, True/False

or Agree/Disagree response.

Likert Response Scale

Survey questions that attempt to

measure on an interval level.

Semantic Differential

An interval question that is assessed

by the respondent on a set of

opposite adjective pairs

Cumulative/Guttman Scale

Respondent checks each item

with which they agree.

Filter/Contingency Questions

Response to one question in order to

determine if the respondents

are qualified to answer a subsequent one.