10 Tips for Designing a Market Research Questionnaire by Herb Brotspies and Suri Weisfeld-Spolter * [19]

                  

                                     

Finding superior customer value often requires market research to solve a problem, identify an opportunity, or understand customer behavior.  Both qualitative and quantitative market research are useful tools.  In quantitative market research, survey design can be a challenge. Writing a useful questionnaire is part art and part science.  The purpose of a questionnaire is to gather marketing information that helps you make an informed decision.  Once you have decided on the objectives of the market research, how you will use the information, who your respondent target is, and any decision criteria, it is time to draft the questionnaire. Here are 10 helpful guidelines:

1.      Include a brief (2 or 3 sentences) introduction to the questionnaire telling the respondent about the questionnaire, thanking the respondent, detailing the estimated time to completion and assuring respondents of the confidentiality of their answers. This will help increase the response rate.

2.      Begin the survey with a screening question(s), to make sure the person you are going to interview is qualified to answer your questions. You want people that are familiar with your product/brand/ service/topic to be participating in the survey. The key to the qualifying question(s) is that if the respondent’s answer is ‘no’ to being familiar with or using the product or service, then the survey is terminated and the person does not participate. (Example: I am interested in the perception of Tesla customer service among Tesla electric car owners. My questionnaire targets are current or former Tesla owners. Therefore, my screening questions could be: “Do you currently own a Tesla?”  If yes, continue with the survey.  If no, ask, “Have you ever owned  a Tesla?”  If yes, continue, if no, terminate.) 

3.      As you develop questions, ask yourself the following to determine if you should use each question: “Does each question produce information that is necessary to address the research objectives of the study?”  If the answer is no, do not include the question. 

4.      Use a variety of survey question types including ratings, rankings, forced choices, and semantic differential scales, to answer your research questions.  Keep in mind the types of questions you ask may limit the method of analysis and quality of the information you can get from analyzing the data.

5.      Related to point four, consider using Likert-type questions when measuring attitude and satisfaction.  They are easy to construct and easy for respondents to fill out.  (Example: Please indicate your level of agreement with the following statements using the 1 to 5 scale below).

6.      When using semantic differential questions, make sure that the descriptors are true opposites of each other.  Semantic differential scales use polar opposites that respondents are asked to choose from to best describe something.  For example, weak and strong, indecisive and decisive, cheap and expensive.  Picking the wrong opposite can yield misleading results.

7.      Demographic questions go at the end of the questionnaire unless key demographics are required for screening respondents in or out. Ask demographic questions that are relevant to your research.  These might include age, income, family size, employment status, geographical location, and other information.  These answers will provide useful cross tab analysis by showing response differences between men and women, purchase interest in a product by income level, or influence of family size on product attributes.

8.      Be sure that response categories have no problems with mutual exclusiveness. (Example: Your age choices should not be 18-25 and 25-30 because if someone is 25, which category do they belong to?)  Also be sure categories have equal breaks.  For example, the age break of 18-24 has seven ages so all of the age breaks should have seven age breaks.

9.      The questionnaire should be easy to complete with clear instructions, clear and simple wording and be neat looking.  For example, if a respondent answers a particular question with a no, they are clearly directed to a different follow-up question than if they answered yes. (The pretest will help with this part!)

10.  Always pretest!  But be sure to pretest among the target respondents.  If you are conducting research among mothers with children who are heavy users of laundry detergent testing the questionnaire among college students will give you misleading results. 

* Herb Brotspies is an Adjunct Professor of Marketing (Retired) at Nova Southeastern University. For further information, contact Dr. Brotspies at hvb95@aol.com.  Suri Weisfeld-Spolter, Ph.D., is a Professor of Marketing  at Nova Southeastern University. She can be reached at sw887@nova.edu.

Ethnographic Research Uncovers What Customers Value by Herb Brotspies * [7]

Now, more and more marketers are turning to ways to find what customers value—why consumers buy the products they do, how they use them, and importantly, how they relate to products in ways big data or conventional market research surveys cannot.  They are increasingly using techniques used by anthropologists called ethnographic research, studying consumers where they live, where they work, in the kitchen, in the bathroom, in the stores, restaurants, concerts, malls, or college campuses.  This observational method helps marketers by showing how products are used, the meaning of products in their lives, and the lifestyles that influence purchase decisions. 

Ethnography evaluates consumer behavior in detail, identifying important patterns through observation of people engaging in activities such as browsing, buying and trying products, or using services.  Based on ethnographic findings of consumer value, recommendations are made to conduct quantified market research, develop new products, add features to existing products, or change advertising approaches.

Intel, the computer chip maker, uses ethnographic research to understand how teenagers, who grew up with smart phones, use their devices differently than baby boomers, how television and PC technology converge, and how smart phones are taking over most of the functions of personal computers.  J.C. Penney looks in women’s closets to see the brands and styles of clothing they purchase for work.  Clairol, the marketer of hair coloring, watches how women apply hair coloring at home to improve the ease of product use.

5 Ethnographic Case Summaries by Consumer Research Associates

> Abbvie Pharmaceuticals, a marketer of a drug for HIV, wanted to understand the patient journey to identify opportunities for innovation in packaging, messaging, and service.  Researchers observed physicians with patients and conducted in-home interviews with patients to learn how drugs are used.  As a result of the research, new techniques were developed to help patients comply with their therapies and to help physicians communicate and personalize treatment solutions for patients.  
> Miller Lite wanted to understand how brand updates would be received and understood by their current customers.  Researchers conducted in-home qualitative studies to gauge user reaction to marketing ideas being considered.  Interviews were conducted in stores and bars with different brand concepts in a natural setting to gauge consumer reaction.   Using a variety of ethnographic methods, the project culminated in the successful update of all Miller Lite branding and marketing materials.
> Best Buy, a leading consumer electronics retailer, wanted to explore expanding its selection to include a health and fitness department.  They were interested in how well customers would accept this brand expansion with a particular appeal to female shoppers. They wanted to understand the consumer product research and decision-making processes and to identify value triggers for investing in home fitness equipment. Ethnographers collected stories among women who recently purchased fitness equipment learning about stores the participants liked including Best Buy.  Researchers accompanied consumers on shopping trips for fitness equipment to understand the purchase process.  The ethnographic research helped Best Buy design the fitness department and provided direction in product selection.
> Ethnographic research is also useful in business-to-business situations.  Bosch, a manufacturer of production equipment, wanted to determine how to gain a competitive advantage over rival companies.  They first conducted interviews with production managers and then went into the manufacturing plant to observe how production-line staff used competitive equipment.  The observations revealed there were customer needs that were missed by competitors such as awkward adjustments and difficult maintenance procedures.  The result was a line of Bosch manufacturing products that overcame the shortcomings of competitive products.  Observing the use of competitive products, an ethnographic technique, gave Bosch the market insight they needed.
> Miele, a German household products company, wanted to investigate the cleaning needs of people with allergies.  They sent researchers into homes of people who had children with allergies to observe cleaning practices.  Through ethnographic research, they discovered, parents spent extra time vacuuming mattresses to remove allergens.  Parents could not be sure the mattresses were allergen- free, so they kept vacuuming.  Miele developed a vacuum cleaner with a series of lights that indicated when the item is dust-free.  This reduced the time and uncertainty of parents vacuuming their child’s bed, adding value consumers desired.  Based on this research, Miele also introduced a washing machine with special features to thoroughly clean pillows and bedding of allergens.

Big data, finding unusual relationships in structured and unstructured data, will always play an important part in marketing to understand what is happening.  But to develop insight as to uncovering consumer value, marketers use ethnographic research and visit people in their homes, watch how they use products, listen to stories about how and why they buy, what they buy, and gain deep insight into the purchase decisions. 
Perhaps, you should incorporate ethnography into your marketing research toolbox?  

* Herb Brotspies is an Adjunct Professor of Marketing (Retired) at Nova Southeastern University. For further information, contact Dr. Brotspies at hvb95@aol.com or (561) 302-3060.