MKTG 5360 Exam 3 Ch5

by far the most common form of primary market research.

Surveys

advertising concept survey questions: The goal of an advertisement is to entice a member of the target market to inquire and ultimately make a purchase; example: "How much does this advertisement impact your likelihood to: (a) find out more about the company or product, (c) visit the retail or online store, (d) purchase the product?"

action indicators

New product development survey components: Since the list of features cannot be exhaustive, respondents asked about other features; example: "What other features would be important for this product to include?"

additional / missing features

Example: with two products in front of you, which would you choose to be purchased more

advertising concept

survey development: To test advertising concepts prior to full development and production

advertising concept

Brand perception survey components: use a predefined list to obtain definitive read; example, "How familiar are you with [insert brand a, b, c, etc. ] on a scale of 1-5 with 1 being not at all familiar and 5 being very familiar?"

aided awareness

Brand perception survey components: Determining degree to which company "owns" each attribute in the marketplace; example: "Tell me how much you agree or disagree with these statements on a scale of 1 to 5 where 1 means strongly disagree and 5 means strongly agree... ●[insert company] is focused on quality ●[insert company's] products are comfortable to wear ●[insert company] is committed to wellness ●[insert company] is innovative [insert company] is trustworthy"

brand attribute ratings

survey development: To gather unbiased perceptions; almost always kept blind

brand perception

New product development survey components: Assessment of brand and competitors; example: "Rate your perception of quality regarding the following companies..."

brand read / comparison

a survey must be __________ and __________

clear and concise

survey development: To gauge feedback on current products and services as well as a means to understand levels of customer engagement

customer satisfaction

Brand perception survey components: Responses use words or phrases; top-of-mind comments for understanding company perception and ways to position itself; example: "What words or phrases would you use to describe [insert sub shop]?"

descriptors

advertising concept survey questions: These questions should focus on overall appeal, comprehension, and relevancy; examples: ●"If you came across this ad, how likely would it be to catch your attention?" ●"How easy was it to understand what this ad was communicating?" ●"Does this ad make you think of [insert company] in a more or less appealing way?"

favorability indicators

New product development survey components: Obtain a reading on potential features; example: "When deciding on your next tablet, how important are the following features?"

feature rating

advertising concept survey questions: Advertising concept surveys first provide a sample of the concept media for respondent review, be it a video, audio clip, or image. These stimuli should be immediately followed by questions that garner top-of-mind reactions; example: "What was the main message of this advertisement?"

first impressions

advertising concept survey questions: A company's key brand attributes are rated based on how well the concept represents each; example: "How strongly does this ad convey the following qualities about [insert company?]

fit with brand promise

Proper survey development techniques must be used to assure that questions are ____________ what they are intended to measure.

measuring

survey development: To gain feedback from a sample of a target market about new product direction

new product development

If it is unclear how responses from a question will help address overarching objective, the question should ____ ___ ______________ (there are exceptions=demographic questions)

not be included

surveys are the most common form of primary market research due to the prevalence of _______________ / _________________ survey tools

online / mobile

COMMON UNIVERSAL SURVEY COMPONENTS include _________________ ________________ and __________________ _______________

overall measures and demographic questions

customer satisfaction survey components: Customer satisfaction surveys should include measures that gauge overall satisfaction with the company, product, or service; high level questions expressed in a single score that can be trended over time and used when conducting statistical analyses; example: "I am satisfied with my volunteer experience. (1=strongly disagree; 5=strongly agree)."

overall satisfaction measures

customer satisfaction survey components: Usually ask for description of what is working well and what isn't; open-ended question format; good way ensure issues not included in list of closed-ended questions are not overlooked; examples: "What keeps you coming back to our restaurant?"

perceptions of strengths and weaknesses

New product development survey components: Gathering pricing information is important in determining realistic price range; example, "How much would you expect to pay for [Tablet 1]

pricing read

New product development survey components: Companies want to test concepts combining various features into a holistic idea; example, "If each of the following tablets were in your price range, how likely would you be to purchase each?"

purchase intent

Surveys may include open ended questions which are _______________ in nature

qualitative

Surveys are mainly _____________ in nature because they are composed of mostly closed-ended questions.

quantitative

customer satisfaction survey components: To gather feedback on each aspect of customer experience; a good way to develop a satisfaction survey is for researchers to think about all the touch points respondents encounter; example: for a satisfaction survey for a doctor's visit, the following components are likely to be included: 1. Ease of setting the appointment 5. The doctor's ability to answer questions 2. Availability of parking 6. Quality of information given by the doctor 3. Friendliness of the receptionist 7. Clarity of any follow-up instructions 4. Helpfulness of the nursing staff 8. Satisfaction with billing procedures

satisfaction by specific area, encounter or component

________________ is the most critical stage in the survey research process

survey design

●New Product Development ●Brand Perception ●Advertising Concept ●Customer Satisfaction are the 4 _________ _____________

survey methodology

when developing _____________ ______________ researchers need to ask themselves how results from each question will be used to help address the research objective

survey questions

Brand perception survey components: asks respondents to list all of the brands, products, or services they can recall in a category; example: "Which movie streaming services are you aware of? What others?"

unaided awareness

advertising concept survey questions: Marketers want their ads to be unique but not stray too far from the overall company branding; examples: ●"How different is this ad compared to ads for similar products?" "How well does this ad fit with what you know about [insert company]?"

uniqueness and fit