Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

8. Improving Decisions
   with Marketing
   Information

Text © The McGraw−Hill

Companies, 2002

232 Chapter 8

Survey questionnaires usually provide fixed responses to questions to simplify

analysis of the replies. This multiple-choice approach also makes it easier and faster

for respondents to reply. Simple fill-in-a-number questions are also widely used in

quantitative research. Fixed responses are also more convenient for computer analy-

sis, which is how most surveys are analyzed.

One common approach to measuring consumers’ attitudes and opinions is to have

respondents indicate how much they agree or disagree with a questionnaire state-

ment. A researcher interested in what target consumers think about frozen pizzas,

for example, might include a statement like “I add extra topppings when I prepare

frozen pizza.” The respondent might check off a response such as (1) strongly dis-

agree, (2) disagree, (3) agree, or (4) strongly agree.

Another approach is to have respondents ratea product, feature, or store. For exam-

ple, a questionnaire might ask consumers to rate the taste of a pizza as excellent, good,

fair,or poor.

Decisions about what specific questions to ask and how to ask them are usually

related to how respondents will be contacted—by mail (or electronic mail), via a

website, on the phone, or in person. What question and response approach is used

may also affect the survey. There are many possibilities. For example, whether the

survey is self-administered or handled by an interviewer, the questionnaire may be

on paper or in an interactive computer format (perhaps distributed on a CD or disk

or displayed on a website). The computer can be programmed to skip certain ques-

tions, depending on answers given. Computerized questionnaires also allow the

research to show pictures or play audio/video clips (for example, to get reactions to

an advertising jingle). In an automated telephone interview, questions may be pre-

recorded on an audio tape or computer and the subject responds by pushing

touch-tone buttons on the phone.

Mail and online surveys are common and convenient

A questionnaire distributed by mail, e-mail, or online is useful when extensive

questioning is necessary. Respondents can complete the questions at their conven-

ience. They may be more willing to provide personal information—since a

Fixed responses speed
answering and analysis

Quantitative measures
of attitudes too

Surveys come in many
forms

Online surveys provide fast
feedback and often at a lower
cost than the old-fashioned way.
Of course, as always, the
manager needs to be certain that
the sample used is
representative.