TYPE OF STUDY MINIMUM TYPICAL SIZE

Market potential 500 1 000 – 2 500

Pricing 200 300-500
Product Test 200 300-500
Market Test 200 300-500
Advertising 150 200-300
(TV, radio, printed, per
ad)
Focus Groups 6 groups 10-15 groups
Steps for designing the questionnaire.
1. Preliminar considerations
• Facts or behavior: ¿who, when, where, how?
• Knowledge: ¿do you know the Company-
Brand-service?
• Opinions or judgments: ¿what do you think? 3. Design the
How do you perceive? 2. Set objectives
• Attitudes: ¿what do you think? questionnaire
• Motives or behavior: why?
• Future behavior: will you consume?

5. Define set of 6. Define sequence of

4. Set measure scales
questions questions

7. Define physical 9. Apply

8. Pilot questionnaire
characteristics questionnaire
 TYPES OF QUESTIONS
CRITERIA QUESTIONS
Types of answers Open
Closed
Semi closed
Number or answers Dicotomic
Multiple choice
Battery
Purpose Filter
Control
Get information
Way of asking Direct
Indirect
 Closed questions.
Semi closed questions.
How many cigarettes do
you smoke daily? In which bank would you
like to have a count?
• Less than 5 _____
• Between 6 and 10 _____ • Banamex _____
• Between 11 and 20 _____ • Scotiabank ______
• More than a package • BBVA Bancomer _____
_____ • Other (specify) _____
 Dicotomic questions.
Multiple choice questions.

Do you smoke?
What do you do when you are
• Yes _____ free?. Mark all that apply to
• No _____ you.

Do you think that smoking • Hear the radio _____

makes you slimmer? • Go to the movies _____
• Sport _____
• True _____ • Walk _____
• False _____ • Sleep _____
• Read _____
• Handcrafts _____
 Battery questions.
Filter questions.
• When do you drink red wine?.

• Supper _____
• Dinner _____
Do you drink red wine?

Where doy you buy red wine?

• Yes _____
• Wine stores _____
• Supermarkets _____
• No _____
• Departamental stores _____

How much red wine do you drink per

week?

• Less than a liter _____

• Between 1.1 and 2 liters _____
• More than 2 liters _____
Defining the
VARIABLES INDICATORS TYPE
structure of
Age 1 1 open question
the
Genre 1 1 closed question
questionnaire.
Professional 1 1 closed question
level
Preferred 2 2 Closed
brand questions
Brand 1 1 Likert
satisfaction
 Sequence of questions.

TYPE REASONS
Filter Qualifiying questions Target identification
First questions Warming Easy questions
Fist third of Transition Questions related to the objectives
questions that need more effort
Second third of Complex and difficult Interviewed must be really commited
questions questions with the test
Last third of Demographic questions Describe target
questions
 What should I ask to know my
consumer better?

• Why do you buy/use …?

Motivations • Why did you buy this brand?
• Why do you buy in this store?
• How often do you use ...?
Buying • How often do you buy …?
habits • How many ítems do you buy?
• Where do you buy …?
Buying
• How likely is to buy this product?
intention
 • What Brand of _____ do you usually
buy?
• What Brand of _____ did you buy last
Brand time?
loyalty • What Brand of _____ did you consider
buying?
• What Brand of _____ will you buy next
time?
Brand • If the Brand had not been available,
substitution what would you have done?
• To what extent do you consider these
Brand characteristics describe the product?
association • How unique is “X” considering the
following characteristics?
 Measurement of motives.
Qualitative research
• To uncover consumer’s
subconscious or hidden
motivations

Attempts to discover
underlying feelings,
attitudes and emotions

Motivational
research
 Uses Show pictures to
metaphores respondents and
ask to tell a story
about each
picture

Metaphor analysis Thematic apperception test

Customers tell Customers are

real life asked to draw a
story/experience picture about a
regarding the product or brand
product or sort pictures
from a list

Drawing pictures and photo-

Storytelling sorts

People who
drinks Fanta are
______

Word association and sentence

completion
 Attitude measurement tools.
Likert scales Semantic differential
scales
• Used to measure attitudes • Uses a 7-point rating scale
by offering respondents a with bipolar labels at the end
list of attitude statements. points.

• Tends to measure a
person’s beliefs about a
Colgate is a brand I can trust.
product.
1. Strongly disagree
2. Disagree
3. Neither agree nor disagree Pleasant taste Unpleasant taste
4. Agree
5. Strongly agree Low priced High priced
• Measuring purchase intention: used to measure whether a
consumer is likely to purchase a particular product.
PAIRED COMPARISON
CLASSIFICATION.
CONSTANT SUM
Q CLASSIFICATION
CONTINUOUS EVALUATION
LIKERT
SEMANTIC DIFFERENTIAL (OSGOOD)
STAPEL
Modelo para estimar NSE.

• ¿Cuál es el número de RESPUESTA PUNTOS

cuartos, piezas o 1 0
habitaciones con que 2 0
cuenta su hogar?. Por 3 0

favor, no incluya 4 0
5 8
baños, medios baños,
6 8
pasillos, patios y 7 o más 14
zotehuelas.
• ¿Cuántos baños RESPUESTA PUNTOS
completos con 0 0
regadera y WX 1 16
(excusado) hay para 2 36

uso exclusivo de los 3 36

4 o más 52
integrantes de su
hogar?
 • Contando los focos que
utiliza para iluminar su hogar,
incluyendo los de techos,
• ¿En su hogar cuenta paredes y lámparas de buró
o piso, dígame ¿cuántos
con regadera focos tiene su vivienda?
funcionando en alguno
de los baños? RESPUESTA PUNTOS
0-5 0
RESPUESTA PUNTOS 6-10 15
No tiene 0 11-15 27
Si tiene 10 16-20 32
21 o más 46
• ¿El piso de su hogar • ¿Cuántos automóviles
es predominantemente propios, excluyendo
de tierra, o de taxis, tienen en su
cemento, o de algún hogar?
otro tipo de acabado?
RESPUESTA PUNTOS
0 0
RESPUESTA PUNTOS 1 32
Tierra o cemento 0 2 41
(firme de)
3 o más 58
Otro tipo de material 11
o acabado
• ¿En este hogar cuentan con
estufa de gas o eléctrica? RESPUESTA PUNTOS

RESPUESTA PUNTOS No estudió 0

No tiene 0 Primaria incompleta 0

Si tiene 20 Primaria completa 22

Secundaria incompleta 22
Secundaria completa 22
• Pensando en la persona que Carrera comercial 38
aporta la mayor parte del
Carrera técnica 38
ingreso en este hogar, ¿cuál
fue el último año de estudios Preparatoria incompleta 38
que completó? (espere Preparatoria completa 38
respuesta y pregunte)
¿Realizó otros estudios? Licenciatura incompleta 52
(reclasificar en caso Licenciatura completa 52
necesario) Diplomado o Maestría 72
Doctorado 72
• Tabla de puntos por nivel.

NIVEL PUNTOS
A/B 193 +
C+ 155 a 192
C 128 a 154
C- 105 a 127
D+ 80 a 104
D- 33 a79
E 0 a 32