1. Dr. Elizabeth M. Anthony Humanities Department FSTPi, UTHM
MARKET SURVEY
Dr. Elizabeth M. Anthony
Humanities Department
FSTPi, UTHM

2. alice@copyright/fstpi/2011
MARKET SURVEY
A survey is a simple, productive tool to aid you in obtaining constructive feedback from both existing and potential customers.

3. alice@copyright/fstpi/2011
PURPOSE
TO:
define and evaluate your place in the existing market.
reveal profit-oriented opportunities in the merchandise/service range and quality offered
provide information regarding future trends in demand
to identify customer needs and requirements and what they think of you and your products/services
discover how you may delight your customers more
provide an evaluation of advertising and promotional strategies and their content
reveal opportunities for business development and improved competitiveness

4. alice@copyright/fstpi/2011
Type of question
What type of questions to ask ?
Ask questions vital to achieving the highest value of information for your business entity.
The types of questions MUST relate to:
(i) product features
(ii) the price they have paid for similar items in the past
(iii) how they receive sales information about your product/
service and
(iv) where have they gone to buy similar kinds of products in
the past
REMEMBER: - Product, Price, Promotion, and Distribution.

5. alice@copyright/fstpi/2011
Type of question
what type of questions to ask ?
Remember to word your questions as simply as possible with the least amount of words to help create an easy and honest response.
Make answers for your questions that can help simplify and allow participants of your survey do not have to go through too much effort.
Make these answers part of a check box line up to simplify the process even more.
This will also help you more easily identify problems or strengths as well as give you an easier method of measuring a percentage.
Always allow a check box for "other" with an explanation box.

6. alice@copyright/fstpi/2011
Type of question
what type of questions to ask ?
Research your market to identify what types of questions are most suitable for your survey.
Remember, a survey ultimately is a favor from the other party giving you their input, so treat them as if their time is worth RM1,000, a minute.
KEEP IN MIND:
1. Simplicity (Questions and Answers)
2. Accessibility ( Check Boxes)
3. Relevancy (Research the Industry)
4. Reward (Compensate with a Reward)

7. alice@copyright/fstpi/2011
Areas to consider
Who is the customer? - Age, sex, social grouping etc
What is the market? - What the customer wants to buy.
How big is the market in volume and financial terms?
How much is the customer able or willing to spend?
What competition exists?
Who and where are the competitors for your trade?
What is your place in the market? How are you positioned in the league?
What do customers think of you?
How much of customer's available money are you getting or could you get?

8. alice@copyright/fstpi/2011
Interview Questions
Begin by introducing your company and product.
Obtain basic background information from clients/ customers.
Remember to thank them for their precious time.
Provide free gift, voucher or product sample as token of appreciation.

9. alice@copyright/fstpi/2011
Interview Questions
Sample Interview Questions for Market Survey
1. What kind of fragrances do you use?
2. Which fragrance brands have you heard of or smelled before today?
For which occasions do you have specific fragrances that you use?
4. Which fragrance brands are "Hot"?
5. How many times have you personally shopped for fragrance in the last 30 days?

10. alice@copyright/fstpi/2011
Interview Questions
6. Rate the likelihood that you will purchase any fragrances in the next three months.
7. Where do you use the fragrance on?
8. Which fragrance(s) have you worn in the last 30 days?
9. Which fragrance advertisement do you feel is most targeted to you?
10. What factors contribute most to brand coolness?

11. MARKET SURVEY QUESTIONS
Next meeting agenda
MARKET SURVEY QUESTIONS