Presented byDelores A. EdelenSCORE Volunteer

What is Research ? Why Research Matters ?Survey Research: Goal/Pros & ConsCreating Your SurveyUsing Survey FindingsAbout SCOREAbout the PresenterQ & A

Investigation designed to discover: Who cares & Why (target

market/market share) What should be changed (quality

control/updates) How should something be applied

(needs assessment/unmet needs)

Key Survey Principle: Too much salt in the soup?

Reality Check (Reality vs Sentiment)

Can save: Money Time Effort

Goal Use information from a few

respondents to describe or say something about an entire population of people

PROs Sample large, diverse groups Relatively inexpensive ▪ tradeoff s : time, money, resources,

desired precision (fingerprints vs blood tests)

Collect info on things that cannot be observed (e.g., perceptions, opinions, etc)

CONs Low response rate Info overload Results only as good as sample

selected & questions asked

What do you want to know? (Summarize in one sentence) _______________________

What auxiliary questions needed to clarify/answer primary KRQ?

Think in the language of respondents What kind of banana? (ripe plantains, miniature) What purpose ? (hunger, healthy snack,

potassium source, pie, repair CD scratch) Open-Ended vs Closed-Ended

How much will people pay for a How much will people pay for a banana?banana?

Open-Ended Questions Allows to learn what people think, in their

own words High rates of non-response (too much

work for respondents) Reliability issues: respondents may

interpret question differently than intended/ researcher may interpret differently than respondents intended

How is ‘WORTH’ interpreted? Does worth = pay?

What would you say this What would you say this banana is worth?banana is worth?

Closed-Ended Questions More efficient, easier, & quicker for

respondents Higher response rates Gives respondents fewer choices to select

from May force respondents to select choice

that does not reflect their views Requires specific language and full range

of choicesAs a source of 10grams of potassium, how much As a source of 10grams of potassium, how much would you recommend that a friend pay for a pound of would you recommend that a friend pay for a pound of banana? a ) Less than 10 cents ; b ) 10 to 30 cents; c ) banana? a ) Less than 10 cents ; b ) 10 to 30 cents; c ) 31 cents and above; d ) other ____________31 cents and above; d ) other ____________

Avoid the following Questions Always & Never

Double-barreled

Leading & Loaded

ApproximatelyApproximately how often in the past week did you feel how often in the past week did you feel like eating a banana? 1=like eating a banana? 1=almostalmost always; 2= frequently; always; 2= frequently; 3=rarely; 4=3=rarely; 4=almostalmost never never

How much do you like bananas and How much do you like bananas and peanut butter? peanut butter?

Do you agree that Do you agree that responsibleresponsible parents should feed parents should feed their children a their children a healthyhealthy banana instead of candy banana instead of candy as as recommended by doctorsrecommended by doctors??

Sample Wordings

Which is better: How much would you pay for a banana? OR…

During past _______ did you: 1= _______; 2= ________; 3= During past _______ did you: 1= _______; 2= ________; 3= ________________________Generally speaking do you consider yourself a 1 )____ Generally speaking do you consider yourself a 1 )____ 2 ) ____ 3 ) ____2 ) ____ 3 ) ____Some people seem to _____ Others aren’t that Some people seem to _____ Others aren’t that interested. Would you say that you ______ 1=Almost all interested. Would you say that you ______ 1=Almost all the time; 2= some of the time; 3= now and then; 4= the time; 2= some of the time; 3= now and then; 4= hardly ever at all?hardly ever at all?

The last time you bought bananas did you pay 1= The last time you bought bananas did you pay 1= less than 10 cents per pound; 2= 10-20 cents per less than 10 cents per pound; 2= 10-20 cents per pound; or more than 30 cents per pound?pound; or more than 30 cents per pound?

Respondents: Who should you ask? Demographics

Age Educational level Income level (ask as range, not open-

ended) Parents? (w/young children, no children,

adult children) Race/Ethnicity Occupation/ Employment status

Focus on the demographics that are most relevant to your needs

Respondents: Who should you ask?

Identify characteristics of your ideal target market

Where are they? (telephone, internet, etc.)

Random selectionMakeup should be representative of

expected target market population

How large depends on Heterogeneity (more homogenous=smaller

size; more heterogeneous=larger size) Frequency of occurrence (less frequently =

larger sample; more frequently=smaller sample)▪ E.g. marital life of 16-20 year olds vs cell phone

usage Response rate (60 -70% & up = better

validity)

Ask: Summarize main results How valid? (accurate) How reliable? (dependable) Test results (e.g., observing actual

behaviors, secondary sources) Apply insights

SCORE is a nonprofit association dedicated to educating entrepreneurs and helping small businesses start, grow, and succeed nationwide. SCORE is a resource partner with the U.S. Small Business Administration (SBA), and has been mentoring small business owners for more than forty years.

Small business mentoring (private)Seminars & Workshops

Marketing Business Plan Business startup & More

Small Business Tools, Templates, Events

Contact Local SCORE office Website: http://orlando.score.org/ Tel: (407) 420-4844

Fax: (407)420-4849 Address:

3201 E. Colonial Dr.,Fashion Square Mall, Suite A-20Orlando,FL 32803

EducatorEntrepreneurManager, trainerSCORE volunteer: Marketing