GR#13-090923399

Surveys

Course Overview

Question Plan of Attack Answer

“The Problem-Solving Approach”

Defining the Problem (wk. 2) Focus Groups (wk. 3)

Surveys (wks. 4-5)

Finding Relationships (wk. 7)

Finding Differences (wks. 8-9)

Odor! Oh no

Outline

● Purpose ● Question ● Response

Outline

● Purpose ● Question ● Response

Survey (Defn.)

Questionnaire used to gain direct insight on a topic of interest

Characteristics

1. Size: 50+ people 2. Format: Set of questions 3. Mechanism: Online, Mail, In-person

How do people see

our burgers?

Why isn’t Barbie

resonating?

Focus Groups “Why,” “How”

What would people want from a better

burger?

Who feels this way about

Barbie?

Surveys “Who,” “What”

What they see

How they see it

“Do you prefer A or B?”

“Would you buy this?”

“Have you heard of A?”

“How much would you pay for this?”

“Why do you like A?”

“Why would you buy this?”

“How did you hear about A?”

“What’s your thought process in making this purchase?”

(Surveys)(Focus Groups)

Focus Groups vs. Surveys

Open-ended: Question encourages deeper thought, reflection, analysis

Close-ended: Question encourages quicker

intuition, instincts, insights

Qualitative: Gain in-depth, explanatory

insight into the experiences of a few consumers

Quantitative: Gain surface-level, numerical

insight into the experiences of many consumers

Focus Groups Surveys