Market research week 9

What component is considered the 'heart' of market research surveys?

Questionnaires

In quantitative market research, how are questions delivered to ensure consistency?

The exact same questions are asked to many people in the exact same way.

What is the primary advantage of using open questions in a survey?

They allow respondents to explain their answers, making the data more valid.

What are two major difficulties associated with the analysis of open questions?

Analysis is more difficult and often requires manual coding.

Term: Closed Question

Definition: A survey question where respondents must choose from a provided list of possible answers.

What should be the very first consideration when beginning to design a survey?

The objective of the survey.

What are the three common modes of conducting interviews mentioned in the takeaways?

Face-to-face, online, and street interviews.

What is the dual purpose of including introduction and screening questions?

To find the right respondents and generate interest in the survey.

Why is it beneficial to mix different types of question styles within a single survey?

It helps maintain the interest of the respondents.

What category should be included in answer lists to ensure all possible choices are covered?

The 'other' category.

What is a potential negative impact of having excessively long lists of answer choices?

They can become confusing or boring for the respondent.

When should a researcher begin thinking about data analysis in the survey process?

Ahead of time, during the design phase.

Who requires clear guidance and directions within a survey document?

Both the interviewer and the respondent.

Which survey format is considered the 'gold standard' for data quality?

Face-to-face interviews.

What are two primary drawbacks of the face-to-face interview format?

High expense and potential safety risks for interviewers.

What is the main challenge associated with conducting street interviews?

Logistical problems.

While telephone interviews are fast and cheap, what is their most significant downside?

High rates of people hanging up on the interviewer.

What is the typical outcome regarding response rates for self-completion questionnaires?

Response rates tend to be low.

Why do online surveys currently face credibility problems in general market research?

Low engagement rates because people rarely click on survey links anymore.

In what specific setting are online surveys considered highly useful?

Surveys involving company staff.

What is the ultimate 'whole point' of conducting market research?

To help businesses make better decisions through reliable, actionable data.

When asking 'how often' or 'how much', what type of data should be required from the respondent?

Specific numbers rather than general words like 'often' or 'a lot'.

How should a researcher maintain neutrality when phrasing survey questions?

By never suggesting a 'right' answer and staying balanced at all times.

Term: Flatlining

Definition: A response pattern where respondents tick any box just to finish a survey, often caused by excessive length.

What is a critical risk involved in launching a full survey without a pilot test?

Skipping the pilot test is a major risk that can compromise the entire survey.

When should a researcher begin planning their response rate strategy?

From the very beginning of the project.

What is the core objective of the 'Week 9' class session?

Peer learning on survey research and foundational knowledge in digital tracking analytics.

True or False: General words like 'a lot' are preferred for frequency questions to make them easier for respondents.

False; specific numbers are required for reliable data.

According to the Week 8 takeaways, how should the flow of questions be structured?

In a logical order and flow.

What is the purpose of a pilot test in the survey design process?

To test the questionnaire before launching the full-scale survey.

What is the main reason respondents engage in 'flatlining' during a survey?

The survey is too long.

How does the 'Design Home' game relate to market research discussions?

It raises the question of whether it functions as a game or a platform for market research.

What should questions be like to ensure high-quality responses?

Easy to understand and answer.

Which survey format is characterized as faster and cheaper but plagued by low completion rates due to hang-ups?

Telephone interviews.

Why is formatting considered an important element of questionnaire design?

It contributes to the clarity and professionalism of the instrument for both users and researchers.

In quantitative research, what is the impact of asking different people questions in different ways?

It violates the core principle of consistency required for quantitative data comparison.

What does a 'balanced' question avoid doing?

Leading the respondent toward a specific or 'correct' answer.

What documentary title is used to explore digital tracking and consumer behavior in the class materials?

Generation Like.

Closed questions are more _____ in surveys than open questions.

Common

A questionnaire is useless, regardless of beauty, if what occurs?

Nobody completes it.

According to the materials, what helps find the 'right respondents' for a study?

Screening questions.

What type of data allows businesses to make 'better decisions'?

Reliable, actionable data.

Survey formats: Face-to-Face interviews are noted for having high _____.

Quality

How can a researcher find the 'right balance' in answer choice lists?

By including all necessary choices without making the list so long it becomes boring.

What is the benefit of keeping a survey 'as short as possible'?

It prevents respondent fatigue and flatlining.

Quantitative market research relies on asking questions to _____ people.

Many

What is a significant drawback to using general words like 'often' in data collection?

They lack the specific numeric value needed for precise analysis.

Why is the logical flow of questions important for a respondent?

It makes the survey easier to navigate and understand.

The 'Generation Like' video is provided by which media outlet?

PBS Frontline.

What is the primary role of an introduction in a market research questionnaire?

To interest the respondent and set the stage for the survey.

What specific group is an exception to the 'credibility problem' of online surveys?

Company staff.

A well-designed survey is essential for generating _____ data.

Actionable

What is the consequence of asking a question that suggests the 'right' answer?

It introduces bias and compromises neutrality.

In the context of 'Design Home', what is being analyzed regarding market research?

Whether gamification can be used as a method for market research data collection.

Complete the phrase: 'Thinking ahead to _____ analysis' is a key takeaway for survey design.

Data

Face-to-Face interviews are described as the '_____ standard'.

Gold