Presentation on theme: "Presented by Delores A. Edelen SCORE Volunteer. What is Research ? Why Research Matters ? Survey Research: Goal/Pros & Cons Creating Your Survey."— Presentation transcript:
What is Research ? Why Research Matters ? Survey Research: Goal/Pros & Cons Creating Your Survey Using Survey Findings About SCORE About the Presenter Q & A
Investigation designed to discover: Who cares & Why (target market/market share) What should be changed (quality control/updates) How should something be applied (needs assessment/unmet needs) Key Survey Principle: Too much salt in the soup?
Reality Check (Reality vs Sentiment) Can save: Money Time Effort
Goal Use information from a few respondents to describe or say something about an entire population of people
PROs Sample large, diverse groups Relatively inexpensive ▪ tradeoff s : time, money, resources, desired precision (fingerprints vs blood tests) Collect info on things that cannot be observed (e.g., perceptions, opinions, etc)
CONs Low response rate Info overload Results only as good as sample selected & questions asked
What do you want to know? (Summarize in one sentence) _______________________ What auxiliary questions needed to clarify/answer primary KRQ? Think in the language of respondents What kind of banana? (ripe plantains, miniature) What purpose ? (hunger, healthy snack, potassium source, pie, repair CD scratch) Open-Ended vs Closed-Ended How much will people pay for a banana?
Open-Ended Questions Allows to learn what people think, in their own words High rates of non-response (too much work for respondents) Reliability issues: respondents may interpret question differently than intended/ researcher may interpret differently than respondents intended How is ‘WORTH’ interpreted? Does worth = pay? What would you say this banana is worth?
Closed-Ended Questions More efficient, easier, & quicker for respondents Higher response rates Gives respondents fewer choices to select from May force respondents to select choice that does not reflect their views Requires specific language and full range of choices As a source of 10grams of potassium, how much would you recommend that a friend pay for a pound of banana? a ) Less than 10 cents ; b ) 10 to 30 cents; c ) 31 cents and above; d ) other ____________
Avoid the following Questions Always & Never Double-barreled Leading & Loaded Approximately how often in the past week did you feel like eating a banana? 1=almost always; 2= frequently; 3=rarely; 4=almost never How much do you like bananas and peanut butter? Do you agree that responsible parents should feed their children a healthy banana instead of candy as recommended by doctors?
Sample Wordings Which is better: How much would you pay for a banana? OR… During past _______ did you: 1= _______; 2= ________; 3= ____________ Generally speaking do you consider yourself a 1 )____ 2 ) ____ 3 ) ____ Some people seem to _____ Others aren’t that interested. Would you say that you ______ 1=Almost all the time; 2= some of the time; 3= now and then; 4= hardly ever at all? The last time you bought bananas did you pay 1= less than 10 cents per pound; 2= 10-20 cents per pound; or more than 30 cents per pound?
Respondents: Who should you ask? Demographics Age Educational level Income level (ask as range, not open-ended) Parents? (w/young children, no children, adult children) Race/Ethnicity Occupation/ Employment status Focus on the demographics that are most relevant to your needs
Respondents: Who should you ask? Identify characteristics of your ideal target market Where are they? (telephone, internet, etc.) Random selection Makeup should be representative of expected target market population
How large depends on Heterogeneity (more homogenous=smaller size; more heterogeneous=larger size) Frequency of occurrence (less frequently = larger sample; more frequently=smaller sample) ▪ E.g. marital life of 16-20 year olds vs cell phone usage Response rate (60 -70% & up = better validity)
Ask: Summarize main results How valid? (accurate) How reliable? (dependable) Test results (e.g., observing actual behaviors, secondary sources) Apply insights
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