To-Do Summary ..........................................................

List .................................................................... ..........................................................................

.......................................................................... ............................. 12
..................... 3 Lesson 3: Formal Research: Advantages and
Module 2 Key Disadvantages (Part
Vocabulary ............................................................ 1) .........................................................................
............................................................................... 13
... 4
Advantages of Formal Market
MODULE 2: Lesson 1: Market Research and Testing to Research ...........................................................
IDENTIFYING AN Identify
Opportunities ........................................................
...................................................... 13
Disadvantages of Formal Market
OPPORTUNITY ....................... 9 Research ...........................................................
Market research can answer the following ................................................. 13
questions: .........................................................
Summary ..........................................................
.................................... 9 ..........................................................................
Informal vs. Formal Market ............................. 13
Research ...........................................................
Lesson 4: Formal Research: Advantages and
Table of Contents ............................................................ 9 Disadvantages (Part
MODULE 2: IDENTIFYING AN Lesson 2: Informal Research: Advantages and 2) .........................................................................
OPPORTUNITY ....................................................... Disadvantages ....................................................... 14
.......................................................... 1 ............................. 11 Part 1: The Demographic
Module What is informal market Profile ...............................................................
Overview ............................................................... research? .......................................................... .............................................................. 14
............................................................................... ............................................................... 11 Part 2: Past and/or Current
............. 3
What are the advantages of informal market Experience ........................................................
How can you know if a new product presents research? .......................................................... .......................................................... 14
an .............................. 11 Part 3: Future
opportunity? ....................................................
What are the disadvantages of informal Needs ...............................................................
........................... 3
market ..........................................................................
Learning research? .......................................................... ...... 14
Objectives: ....................................................... ......................... 11
..........................................................................
................. 3
 Summary ..........................................................
..........................................................................
............................. 15
Lesson 5: Language Focus - Listening Strategies
(Part
1)............................................................................
................. 16
Strategy 1:
Practice.............................................................
..........................................................................
........... 16
Strategy 2: Use your background
knowledge ........................................................
................................................. 16
Strategy 3: Focus on the Main
Idea...................................................................
...................................................... 16
Lesson 6: Language Focus - Listening Strategies
(Part
2)............................................................................
................. 18
Strategy 4: Pay attention to
stress ................................................................
.......................................................... 18
Strategy 5: Ask if you don't
understand .......................................................
........................................................... 18 Quiz:
Listening Practice: Bugs are the new
food...................................................................
....................................... 19
Lesson 7: Creating a Survey (Part
1)............................................................................
................................................. 21
Open-ended
questions ..........................................................
..........................................................................
........ 21
Closed
Questions .........................................................
..........................................................................
.................. 21
Creating a Sample
Survey ..............................................................
..........................................................................
21
Part 1: Demographic
Profile ...............................................................
..................................................................... 21
Lesson 8: Creating a Survey (Part
2)............................................................................
................................................. 23
Summary: .........................................................
..........................................................................
............................. 24
Discussion: Survey Questions: Past or Current
Experience ............................................................
............................. 25
Part 1: Demographic
Profile ...............................................................
..................................................................... 25
Quiz: Creating Survey
Questions ..............................................................
.................................................................... 25
Lesson 9: Questions and Intonation (Part
1) ...........................................................................
.................................... 26
Yes / No
Questions .........................................................
..........................................................................
............... 26
Information
questions ..........................................................
..........................................................................
......... 26
Summary ..........................................................
..........................................................................
............................. 26
Lesson 10: Questions and Intonation (Part
2) ...........................................................................
.................................. 27
General guidelines for English
intonation .........................................................
...................................................... 27
Summary: .........................................................
..........................................................................
............................. 27
Quiz: Questions and
Intonation .............................................................
...................................................................... 28
Lesson 11: Collecting
Data ......................................................................
..................................................................... 28
2
 How can I find and choose survey Summary .......................................................... • Identify the key steps in conducting market
respondents?.................................................... .......................................................................... research
................................................ 28 ............................. 31 • Identify and apply strategies to improve
listening comprehension
Written vs. spoken Module 2
• Identify and practice using effective question
surveys .............................................................
Check..................................................................... form structures and strategies to conduct
........................................................................
market research and communicate with
28 ...............................................................................
potential partners, clients, and customers
Summary: ......................................................... ........ 32 • Identify new fundamental vocabulary, and
.......................................................................... practice using that new vocabulary in their
............................. 29 course activities
Lesson 12: Evaluating • Read, watch, and listen to a variety of texts
Results ................................................................... and multimedia sources. Demonstrate your
understanding of these texts and key course
................................................................... 30
concepts through comprehension check
Part 2: Past or Current quizzes
Experience ........................................................
.................................................................. 30 Module Overview
Part 3: Future HOW CAN YOU KNOW IF A
TO-DO LIST
Needs ............................................................... NEW PRODUCT PRESENTS AN
.......................................................................... In order to successfully complete Module 2,
OPPORTUNITY?
...... 30 please do the following:
In Module 2, we will learn how to conduct
Evaluating the market research. Market research helps us
results ............................................................... identify opportunities in a market. It helps us 1
.......................................................................... know the product is something that potential .
..... 30 customers think they need. We will go over the
basic benefits and strategies of market research. R
Scattered e
We will focus specifically on survey design in this
Results .............................................................. v
module. For our language focus, we will explore
.......................................................................... i
various strategies for asking questions and
............. 31 e
listening to responses.
Demographic profiles and niche w
markets ............................................................ LEARNING OBJECTIVES: :
................................................... 31 By the end of this module, you will: M
o

3
d i
u 2 o
l . n
e
D o
2 i n
s
P c s
r u u
e s r
s s v
e : e
n y
t P
a a q
t r u
i t e
o i s
n c t
, i i
p o
V a n
i t s
d e
e 3. Check-In: Complete two quizzes:
o i 1. Creating Survey Questions
s n 2. Questions and Intonation
, 3. Module 2 Check
a
A
r d
t i
i s
c c
l u
e s
s s

4
Module 2 Key Cheap means not expensive. A demographic profile is a
Something that is cheap costs less description of a particular type of
Vocabulary
Module 2 will feature the following words. These money than expected. customer. It includes identifiers
words may appear in quizzes throughout the like a person's sex, age, and
a closed question (n)
course. income

an acquaintance (n) a focus group (n)

test paper by Milinda Courey via the Noun Project is licensed

under CC BY

Handshake by Evgeny Moryakov via the Noun Project is

licensed under CC BY
Closed questions are questions Focus Group by Justin Blake via the Noun Project is licensed

that have defined answers. under CC BY

An acquaintance is somebody you

A focus group is a group of people
know, but not very well.
that have been brought together
a demographic profile (n)
cheap (adj) to discuss a particular subject in
order to solve a problem or
suggest ideas.
formal (adj)

Cheap by Adrien Coquet via the Noun Project is licensed

Demographic by Eucalyp via the Noun Project is licensed
under CC BY
under CC BY

5
"Formal Science" by Vectors Point via the Noun Project is
licensed under CC BY
Formal research follows an agreed
and official way of doing things.
Measuring by Luis Prado via the Noun Project is licensed
Informal means not formal or under CC BY
official. Informal market research
is any casual conversation about To measure means to discover the
an idea for a new product. exact size or amount of something.

a market niche (n) persuasive (adj)

a habit (n)

“niche market” by Eucalyp via the Noun Project is licensed

“Conversation” by priyanka via the Noun Project is licensed
under CC BY
“Innovation” by Icongeek26 via the Noun Project is licensed under CC BY
under CC BY

A market niche is a specific group Something that is persuasive

A habit is a particular way of acting of people who are likely to be makes you want to do or believe a
that you tend to do regularly. interested in buying a new particular thing.
product.
Informal (adj)
qualitative (adj)

to measure (v)

“Informal Learning” by Duke Innovation Co-Lab via the Noun

Project is licensed under CC BY “qualitative” by Eucalyp via the Noun Project is licensed
under CC BY

6
Qualitative data is related to the A respondent is someone who what people like to buy. Market research is an
important part of new product development. It
quality of an experience or answers (or responds to) a helps the entrepreneur test people's response
situation rather that to facts that question. to a new product. It helps the entrepreneur
make decisions before investing a lot of time or
can be measured. money.
a survey (n) Market research can help the entrepreneur find
a market niche. A market niche is a group of
quantitative (adj) people who would be most likely to buy a new
product. Identifying a market niche helps the
entrepreneur find investors. Investors want to
know that the new product will be successful.

If people do not like or

want the product,
then the entrepreneur
“survey” by Edwin PM via the Noun Project is licensed under
has two choices:
"Quantitative" by Eucalyp via the Noun meProject is licensed CC BY
a market niche
under CC BY

A survey is a set of questions that "niche market" by I Putu •

the new product and then do more research to
Quantitative data reflects amounts gathers data, or information, about test people's
that can be measured people or finds out their opinions. Kharismayadi via the Noun responses again; or,
Project is licensed under CC
• decide
respondent (n) to develop a different
idea for a new product.
Lesson 1: Market BY

Research and Testing Market research helps

entrepreneurs gain
to Identify information about the
Opportunities product. It also helps
them learn more
Market research
“people questions” by Silvu Ojog via the Noun Project is about their customers.
means collecting
licensed under CC BY
and studying
information about

7
MARKET RESEARCH CAN
ANSWER THE FOLLOWING
QUESTIONS:

1. What are their demographic profiles?

Demographic profiles include things like sex,
age, and income.
2. What are their past and current
preferences?
3. What are their future needs?
4. What features and benefits do they want in
a product?
5. Would they be willing to buy this product?
6. How much would they be willing to spend?

This information is important when deciding

whether a product presents an opportunity.

INFORMAL VS. FORMAL

MARKET RESEARCH

8
 Science" by Vectors Point via the
Noun Project is licensed under CC
BY

informal research
"Informal Learning” by Duke
Innovation Co-Lab via the
Noun Project is licensed under
CC BY

Now, let's look at the

two methods for
doing market
research: informal
and formal.
Informal research
often occurs in
casual
conversations.

Formal research
requires using
specific questions.
Formal research is
usually done by a
survey or through a
focus group.

formal research A
survey is a set of
questions that gathers
data, or
information,
about people or
finds out their
opinions.
"
F
o
r
m
a
l
Surveys are a way to collect quantitative
data. Quantitative data measures
information in amounts or numbers. A
survey question might ask how many
times somebody uses a product each
month. This is quantitative information.
We can measure it.
A focus group is a group of people gathered
to discuss a particular subject. Focus groups
might solve a particular problem or suggest
ideas. Focus groups are a way to collect
qualitative data. Qualitative data is about
opinions, feelings, and experience. Unlike
facts, it is not easy to measure feelings and
experiences. A focus group question might
ask, "What features do people in the group
like in a product and why?" These answers
will vary and be difficult to measure. This is
qualitative information.
Here is a simple example to show the
difference between quantitative and
qualitative data.
A survey of 100 people asks the following two
questions:
1. How many times do you brush your
teeth per day?
2. Why?
We can quantify or count the answers to
Question 1. We can analyze how many people
responded with one, two, three, or four times
per day. This would be quantitative data
because it is measurable. But the answers to
Question 2 would be impossible to count.
People could express their answers in many
ways, and for many different reasons. This
Lesson 2: Informal
would be qualitative data. Research:
Both quantitative and qualitative data provide
useful information. If you want to know
Advantages and
whether an idea for a product presents an Disadvantages
opportunity, you should as both question In this lesson, we will discuss informal market
types. research in more detail. We will discuss the
advantages and disadvantages of informal
Summary:
market research.
• Market research helps entrepreneurs test
WHAT IS INFORMAL MARKET
people's response to a new product.
• Market research helps entrepreneurs RESEARCH?
learn more about customers. Market Informal research
research can be informal or formal. includes any
• Two formal methods of market research conversations about
are surveys and focus groups. a new product.
• We also discussed quantitative and These conversations
qualitative data. could happen with a
variety of people.
In this module, we will learn more about both The people could
informal and formal market research. We will include local businesspeople, but also family,
practice listening strategies, question friends, and acquaintances. An acquaintance
structures, and intonation. Finally, we will talk is somebody you know, but not very well.
about how to how to collect and evaluate Informal market research includes casual
results in a formal survey. conversation, in person, or over the phone.
and casual messages through email or social
media.
Informal market
research often looks
like this:
An entrepreneur presents a o
informal research prototype, if available.
10
"Informal Learning” by Duke
Then they follow with don't need to plan much, and
Innovation Co-Lab via the
Noun Project is licensed under
Question 1: "What quick
CC BY
Question
2: "Would
you buy
it?"
WHAT ARE THE
ADVANTAGES OF INFORMAL
MARKET RESEARCH?
The advantages of informal research are that
it is easy, cheap, and quick.
1. Informal market research is easy.
Family, friends, and acquaintances are often
willing to give their opinion. You may already
know some local businesspeople. Local
businesspeople may already sell related
products. Or, they may have a need for the
new product. In these situations, local
businesspeople may be happy to give their
opinion.
2. Informal market research is cheap.
Cheap means not expensive. Something that
is cheap costs less money than is usual or
expected. Often, the biggest cost of doing
research is the time away from paid work to
do it. Talking with people you already know
can reduce travel costs and other expenses.
3. Informal market research is quick.
Youtwo
questions: • “Sure.”
conversations can be short. Easy, cheap, and • “Yes.”
do youallthink?"
sound good. But informal research • “I think so.”
has some serious disadvantages. • “If I had money.”
• “Maybe.”
WHAT ARE THE
DISADVANTAGES OF These responses are also difficult answers to
INFORMAL MARKET measure because some of the words and
phrases are not very clear.
RESEARCH?
2. The results may be subjective instead of
1. The results are usually qualitative and not
objective.
easy to measure.
Subjective means based on personal beliefs
Think about the two questions in our example or feelings rather than based on facts.
above. Here are some possible answers to the Family, friends, and acquaintances will want
two common questions we gave in our to be supportive. They may say positive
example above: things when they may not like a new
Question 1: “What do you think?” product at all.
If you ask people this question, they could Likewise, local businesspeople may worry that
respond in a variety of ways. Look at the a new product will compete with theirs. They
responses below. How do you measure these may say they do not like the product when
responses? they might like it very much.
If the results are not easy to measure or if
• “I like it a lot.” they look subjective, there is a risk. You may
• “It's okay.” not convince investors. This means they will
“It's cool.”
• not provide funding. To attract investors, you
• “It's pretty.” should provide data that shows persuasive
• “It's different” market interest. You want to show investors
this new product is an opportunity. This
Question 2: "Would you buy it?” means that it is difficult to use informal
research alone to attract investors.
People could respond to this question with a
variety of answers as well. How would you SUMMARY
measure these responses?
Despite these disadvantages, informal
research can be a useful part of new product
11
development. This is especially true in the than a focus group. But surveys also can d
e
early stages of development because it is ask for some qualitative information. r
easy, cheap, and quick. However, informal
market research is difficult to measure, could Formal research is also more likely to be
C
be subjective, and may not be persuasive to objective. Objective means based on facts C
potential investors. Formal research is rather than based on personal beliefs or
feelings. Potential investors are more likely B
necessary as well. Y
to believe objective results which help
them see the potential value of the new
product.
Lesson 3: Formal
formal research DISADVANTAGES OF
Research: FORMAL MARKET
Advantages and "Formal Science" by
Vectors Point via the
RESEARCH
Disadvantages (Part N
o
Like informal research, formal research also
has some serious disadvantages. First, it can
1) u
n
be difficult to find respondents. Researchers
In this lesson, we will discuss formal market want objective data and so do not want to use
research in more detail. Earlier, we discussed P
people they know. This requires more time in
two methods of doing market research: r planning.
surveys and focus groups. In this course, we o
j Second, formal research can be expensive. It
will only have time to discuss and practice
e takes more time to administer a formal
using surveys. c survey. All respondents should complete the
t
Not surprisingly, the advantages and same full survey. If entrepreneurs want to
disadvantages of formal research are the i complete the research quickly, they often
opposite of informal research. s have to pay for help. Formal surveys also
often include a professional-looking prototype
l or visual. This adds to costs and requires more
ADVANTAGES OF FORMAL i
planning. For a larger, more expensive
MARKET RESEARCH c
investment proposal, you might use a
e
Formal research n marketing research firm. This adds a lot to
can produce more s cost, it also requires more planning.
quantitative data. e
d
Surveys generally
provide more u
quantitative data n

12
SUMMARY Part One people do
helps us regularly such
• Advantages: Formal research surveys are understand as brushing
more quantitative, objective, and the basic their teeth.
persuasive than informal research. demograph
Sample
• Disadvantages: Formal research requires ic
informatio
questions
finding respondents, costs more, and
requires more planning. n about the about a habit
respondent (brushing
. This can your teeth):
include D
e
Lesson 4: Formal gender,
age,
m
o
Research: professiona g
r
l work
Advantages and status,
a
p
Disadvantages (Part income,
family, or
h
i

2) living
c

Now let's look at survey organization, some situation. b

y
sample topics, and question structures. A
survey is usually divided into three parts: PART 2: PAST AND/OR E
CURRENT EXPERIENCE u
c
• Part 1: The Demographic Profile Part Two asks for a
• Part 2: Past or Current Experience information about l
y
• Part 3: Future Needs the respondent's
p
past or current
experience. This v
demographic profile can include i
a
habits and
PART 1: THE DEMOGRAPHIC preferences t
PROFILE related to a h
new product. e
Habits are N
things that o

13
u 2. What do would be willing
n
you like to pay for the
P least product. These
r about your are often the
o hardest
toothbrus
j
h? questions to
e
write in the
c 3. Do you like
t survey.
your
i toothbrus
s h? If no,
why not?
Sample questions about future
l needs:
i
c
e
PART 3:
1. Would you like to try New Toothbrush?
n FUTURE
s 2. If yes, which New Toothbrush would you
e
NEEDS
prefer?
d
Part Three asks 3. Are you interested in buying New
under CC BY
for information Toothbrush?
1. Do you ever brush your teeth?
about the
2. What do you use to brush your teeth?
respondent's
4. If yes or maybe, how much would you be
3. How long does it take you to brush your teeth?future needs. willing to pay for one New Toothbrush?
4. Where do you brush your teeth? Here, the
5. How often do you brush your teeth? respondent SUMMARY
6. How many times a day do you brush your teeth? reacts to the
specific features A new product survey has three parts: the
Sample
and benefits of demographic profile, past and current
questions experience, and future needs.
the new product.
about In this section
preferences: they will also be
asked the
1. What do perceived value
you like of the new
best about product. In other
your words, how
toothbrus much the
respondent
h?

14

Lesson 5: Language
Focus - Listening
Strategies (Part 1)
In this lesson, we will introduce listening
strategies. These strategies will help you
improve your listening skills and
comprehension.
There are many other strategies you can use
to help you understand what you hear in
English. In this lesson, we will try some of
them out with a new story, "Bugs are the New
Food."
STRATEGY 1: PRACTICE
The more time you spend listening to English,
the better your listening comprehension will
become. Therefore, practice is the best
strategy.
STRATEGY 2: USE YOUR
BACKGROUND KNOWLEDGE
Think about what you already know about the
topic before you listen. This step will help you
prepare for the vocabulary and predict what
you will hear. Does this sound familiar? We
used this same strategy to improve our
reading in Module 1.
Let's try this strategy now. The title of your
next listening activity is, "Bugs are the New
Food"
What words come to mind as you think about
this topic?
You might guess that the topic is eating bugs.
Based on your background knowledge, try to
make a list of several words related to the
topic. When you listen, you can check to see if
you hear any of the words on your list.
Here are some potential words:
Words about bugs: grasshoppers, spiders,
worms, crickets.
Words about food: Interesting, unusual, taste,
crunchy.
With your background knowledge and your
word list, you can begin to predict what you
will hear. When you listen, check to see if
your predictions are correct. Keeping these
predictions in mind as you listen can help you
stay active and focused.
For example, you might predict that you will
hear these ideas in "Bugs are the New Food".
• Bugs taste good.
• People eat bugs in some parts of the
world.
• Other people think that eating bugs is a
bad idea.
STRATEGY 3: FOCUS ON THE
MAIN IDEA
As you listen, focus on understanding the
main idea. Don't worry about understanding
every detail. Focus on important words and
facts. To identify important information,
listen for repeated words and ideas.
Now you try. Listen to the beginning of "Bugs
are the New Food" and try to notice how the
speaker repeats the idea of bugs and food.
Americans are generally
unwilling to eat bugs. But for at
least 2 billion people worldwide,
bugs or insects are a normal
part of the diet. For instance,
friend caterpillars are popular in
Tanzania. In Mexico, many
people enjoy chili toasted
grasshoppers, and some Thais
like crunchy, giant water bugs.
Now, a business in the US state
of Oregon is selling finely ground
crickets as human food.
The speaker repeated different words related
to bugs and food several times. This repetition
helps you understand that this is the main
idea. You probably don't need to remember a
detail that is only mentioned once, like, which
country likes to eat grasshoppers.
We will look at two more listening strategies
in the next lesson.
15

Lesson 6: Language
Focus - Listening
Strategies (Part 2)
Welcome back to Part 2 of our language-
focused lesson on Listening Strategies. In
this lesson, we will look at two more
important listening strategies. We will use
these strategies in the next listening
activity, “Bugs are the New Food”
STRATEGY 4: PAY
ATTENTION TO STRESS
Pay attention to stressed words rather than
individual sounds. Don't worry about unclear
sounds or words. Instead, pay attention to
stressed words to get to the main point. This
is helpful because the content words usually
receive the stress. Content words are the
words that carry the meaning in a sentence,
usually receive the stress. Stressed words
sound longer, louder, and slightly higher pitch
than the unstressed words. Usually, these are
the nouns, verbs, adjectives, and adverbs.
These types of words give us the most
information.
Let's listen to an example, see if you can
choose the content words in this sentence.
>> The company's name is Cricket Flours.
That's flour, as in the white, powdery
substance usually used in baking. >> If you
only listen to the content words, you'll hear:
Cricket Flour (the name of the Now, practice these strategies while listening
•
company) to "Bugs are the New Food". The recording
• flour, will be followed by a comprehension check.
• white,
• powdery substance • usually
used Quiz: Listening
• baking.
Practice: Bugs are the
new food
Even though you are missing some words, you All questions in this quiz refer to the audio
can probably understand the speaker's idea. recording "Bugs Are the New Food." The
She is explaining the name of the new transcript of the recording has been included
company. to help you check your understanding.
STRATEGY 5: ASK IF YOU
DON'T UNDERSTAND
Remember, your Canvas classmates are here
to help you. Try these strategies first. If you >>>> Please note that this quiz can only be
still have questions, you can always ask for completed in Canvas. <<<<
help in the Content Discussion Board.
So, let's review the listening strategies we've
discussed.
Americans are generally unwilling to eat bugs.
1. Most importantly, practice listening in But for at least two billion people worldwide,
English as much as possible. bugs or insects are a normal part of the diet.
2. Before listening, use your background
For instance, fried caterpillars are popular in
knowledge, and try to predict what you
Tanzania. In Mexico, many people enjoy chili-
will hear.
toasted grasshoppers. And some Thais like
3. While listening, focus on the main idea
crunchy giant water bugs.
4. Pay attention to stressed words to
understand what is important. Now, a business in the U.S. state of Oregon is
5. Ask for help. selling finely-ground crickets as human food.
16
The company's name is Cricket Flours -- that's
"flour" as in the white, powdery substance
usually used in baking. Charles Wilson is the
founder and CEO. He says he became
interested in crickets when he learned he
could not eat some common foods, including
a protein powder he used to build muscle.
"So I started looking for alternative proteins
and alternative food ingredients and I
stumbled across cricket flour."
Wilson says he recognized crickets could be
more than a replacement for protein. He
sensed a business opportunity. At the time,
Wilson was attending the University of
Oregon's law school. He mentioned the idea
to his friend, Omar Ellis, who was studying at
the business school.
Mr. Ellis said the idea of selling cricket protein
powder was terrible.
“I just spent my first year in business school
basically doing market research. My intuition
is that's going to fail horribly."
___________________________________________________ Words in This Story supplement – n. something that is added to
something else in order to make it complete ingredient – n. one of the things used to make a food or product alternative – adj.
offering or expressing a choice stumble – v. to find or learn about something unexpectedly disconcert – v. to make someone upset
or embarrassed
Yet Charles Wilson convinced his friend to
become a co-founder and leader of Cricket
Flours.
At a recent conference in Oregon, Mr. Ellis
gives people free samples of cricket protein
powder.
"Why crickets? They're very sustainable. They
take one-tenth the feed and one-sixth the
water to get the same amount of protein that
you would get from beef. It's got more iron
than spinach, more calcium than milk. It's
quite amazing..."
Charles Wilson and Omar Ellis buy large
amounts of dried, crushed crickets. Then, the
entrepreneurs sell cricket flour, chocolate
flavored cricket flour, and baking mixes
online.
Mr. Wilson says cricket flour does not have a
strong taste. Maybe, he says, it tastes a little
like nuts.
Two people who attended the Oregon food
conference were willing to try cricket flour on
breakfast cereal.
"Well, it's a little bit disconcerting, clearly not
going to work for a vegetarian. But ultimately
there's a problem finding good protein
powders that are not flavored and this isn't."
"In any other form, I would never do this.
[laughs]. But definitely it might be something
for the future. You never know."
Cricket Flours is one of more than a dozen
new U.S businesses in the food insects
industry. Other businesses focus on cricket
farming or snacks made from cricket powder.
Mr. Ellis says it takes about 10,000 crickets to
make a kilogram of cricket flour. In other
words, cricket food costs a lot of crickets.
I’m Marsha James.
----------------------------------------------
This report was based on a story from
reporter Tom Banse. Marsha James adapted it
for VOA Learning English. Kelly Jean Kelly was
the editor.
17
 Lesson 7: Creating a Survey (Part 1)
In this lesson, we will look at question types in market research surveys. Then, we will create a sample survey for Cricket Flour.

Surveys collect objective, primarily quantitative data about respondents and

their habits and opinions. The question types we identified in Lesson 5: Organizing Your Survey are important. Creating a way to
collect and measure the answers to those questions is just as important.
a survey
OPEN-ENDED QUESTIONS
As we discussed in Lesson 2, informal research often uses questions like, what do you think?
This type of question is called an open-ended question. Open-ended questions are open to
“survey” by Edwin PM
many different kinds of answers. Open-ended questions are useful. They allow respondents via the Noun Project is licensed under CC BY to use their
own words to express their thoughts.
In formal market research, we often find open-ended questions in focus groups. In a focus group, the goal is for participants to share their experiences and
ideas. Focus groups are considered formal market research. Market research companies carefully select their participants. They formally plan the questions
and they lead the discussion.

Open-ended questions do have a disadvantage, though. The answers to open-ended questions are difficult to quantify and measure. For this reason, formal
market surveys rarely include open-ended questions.

CLOSED QUESTIONS

18
 defined answers. For example, a survey question may ask, "Do you like coffee? And then
provide the choice of two answers, yes or no.

Closed questions are common in surveys. The answers are easier to quantify and
measure. However, closed questions have a disadvantage as well. Sometimes, the defined
answers do not match a respondent's opinion or preference.

For example, I do not like hot coffee, but I do like iced coffee. It would be difficult for me
to answer the question, "do you like coffee?" with just a simple yes or no.

CREATING A SAMPLE SURVEY

© 2020 by FHI 360.
"Cricket Flour" for the
Online Professional English
Network (OPEN). This
image is an adaptation of
“grasshopper” by Iconic,
“spoon” by Yazmin Alanis,
and "protein" by Kiran
Shastry via the Noun
Project under CC BY-SA.
This derivative is licensed
under CC BY-SA by FHI 360
for use in OPEN, sponsored
by the U.S. Department of
State.
Closed questions are
questions that have
Imagine we would like to do a formal market research survey about Cricket Flour. We
want to know whether Cricket flour presents an opportunity in our local market. We will
use the same organization and question structures we reviewed in Lesson 4. This time, we
will focus the questions on Cricket Flour. We will design the answer choices to produce
data that can be quantified and measured.
PART 1: DEMOGRAPHIC PROFILE
In Part 1 of our survey, we will try to get a demographic profile of our respondents. We
will collect data on gender and age. What will our questions and answer choices be?
For gender, there is usually no question because respondents know what is being asked.
Age question types can be very different in different cultures. In the United States, for
example, we do not directly ask someone their age with a question like, how old are you?
We would only ask this if they are a close friend or family member.

In the United States, age, these topics can be difficult

researchers will ask a question to ask in the United States.
like "what is your age range?" Often it depends on the
Then, they will offer a range of situation and whether the
ages or groups as answer survey is given in person. For
choices. This way, the the purposes of our sample
respondent does not feel survey, we will only ask about
pressure to share their exact gender and age.
age.
Imagine you are a respondent
In other cultures, people may and take Part 1 of the survey
be very happy to share their now as part of this
exact age. In that case the comprehension check.
researcher could ask the
respondent’s age and collect an
exact number as the answer.
This is an open-ended question,
but the answer is a number.
This type of answer can be
quantified and measured.

Other potential questions in

Part 1 could ask a respondent's
profession, income, and their
family or living situation. Like

19

Lesson 8:
Creating a
Survey (Part 2)
In this lesson, we will
continue to look at the
structure of questions
and answers in survey
design.
In the second part of the
survey, our goal is to
understand the respondent's
past and current experience
with healthy foods and
particularly, eating bugs.
Look at these questions and
answers.
3. Do you ever eat bugs?
(habit)
a survey
_ Yes (skip question 5)
“survey” by Edwin PM via
the Noun Project is licensed _ No (skip question 4)
under CC BY
_ Two or more that
_ Once a day
_ Once a week
_ Once a month
5. If no, why not? (preference)
_ Taste
_ Price the general product category is
"healthy foods".
a habit
_ Not available7. Cricket Flour has the same
“pattern” by Nithinan
Tatah via the Noun Project is
protein as beef, more iron
Other _______________
than spinach, and more
licensed under CC BY
calcium than milk. Would
These
you like to try either of
ques
these Cricket Flour
tions
products?
are
focus __ Cricket Flour
ed on
data __ Chocolate Flavored Cricket
relat Flour
ed to
Notice the description of
habit
Cricket Flour in Question 7.
,
frequ Cricket Flour has the same
ency, protein as beef, more iron
and than spinach, and more
prefe calcium than milk.
rence
. This is not the same as the
simple one-sentence product
Notice that most of the answer description we created in
choices are closed or specific. Module 1. Remember, the
The only open-ended answer survey respondents are not
choices are possibilities under potential investors. Instead, the
preference questions at the audience here is potential
end of a list of specific choices. customers. So, we have
included a simple description of
Researchers might include
what it is and an important
“other” with a blank as an
product feature.
answer if it is possible that the
list of specific answers may not
• What it is: flour made
match the respondent's answer.
Of course, the researchers hope from crickets
timesone
a day
of the specific answers • Important product feature:
will match the respondent's health benefits (protein,
answer, but many times iron, and calcium)
researchers will include “other”
to be safe. 8. How much would you be
willing to pay for 100 grams?
6. Would you like to try new ____
healthy foods in the future?
Question 8 is another open-
__ Yes ended question. This is a
common question type at the
__ No end of new product surveys.
Question 6 asks about future
habits related to a general
product category. In this case,
20
We could make it a closed experience below in the
question by including a list of
Discussion:
discussion
price ranges as answers Survey
Step 2: Find someone else's
__ under $5, Questions: question.
__$5 to $10, Past or Current Step 3: Answer that question.
__$10 to $15. Experience
However, with a closed list of Cricket Flour is creating a
price ranges, there is a risk that market research survey. They
have completed part of the
Quiz: Creating
the respondent will choose the
lowest price. After all, demographic profile for the Survey
customers always want low survey.
prices. Questions
PART 1:
We want to get a clear idea of
the possible value a respondent
DEMOGRAPHIC >>>> Please note that this quiz
sees in a new product. So, this PROFILE can only be completed in
kind of question is often open- Canvas. <<<<
1. Gender:
ended. The answer will be a
number so it will be easy to __Female
quantify and measure.
__ Male
Lesson 9:
Most surveys are much longer
than this. We created this __Decline to answer
Questions and
sample survey to increase our
2. Age: What is your age range? Intonation
understanding of the role of
questions and answers when __ Under 22 (Part 1)
conducting formal market In this lesson, we will review
research surveys. __23-35 some guidelines to further help
you write and ask survey
__ 36-45
SUMMARY: questions.
__46-60 This will
• Well-designed, formal include:
market research surveys __ Over 60 the basic
create primarily form for
Now they need questions about
quantitative data. yes/no
Past / Current experience. Can questions
• Formal market research
surveys have many closed • • Did you like them?
closed questions
questions and very few • Have they tried cricket flour?
open-ended questions. test paper by Milinda • Is he cooking with cricket flour? Would you taste cricket flour?
• Objective, reliable results Courey via the Noun These questions can all be answered with either yes or no.
depend on clear, well- you think of a question they and information questions.
designed questions and
can ask? What would be a
answers. YES / NO
good question for Cricket Flour QUESTIONS
to ask about Past/Current A yes / no question can be
experience? Step 1: Post one answered by yes or no. Yes / no
questions are formed by the
question about Past / Current

21
following subject-verb word n t
order:

helping verb + subject + main

w +
verb
o
For example:
r m
• Do you
eat bugs? d a
P
r i
o
j + n
e
c
t
h v
i
s e e
l l r
i
c p b
e
n i
s
e n F
d
g o
under CC BY
r
INFORMATION v
QUESTIONS
e e
Information questions ask for
information by using a question r x
word: where, when, what, why,
b a
who, and how. Information
questions are formed by the m
following subject-verb word
+ p
order:

Q l

u s e

e u :

s b

t j
• Where do you buy food?
e • When did she try bugs?
i
• What have they cooked
o c with cricket flour?
• Why does he eat meat?

22
 Who do you make food for Thank you for
•
in your family?
Lesson 10: your time.
• How would you use cricket Questions and Can you hear a falling pitch?
flour?
Intonation This sounds like a finished
thought.
These questions cannot be
answered with a simple yes or (Part 2) 2. Information questions have
no and instead must be Grammar and word order are
a falling pitch.
answered with information. important when writing
questions. When speaking For example,
For example, "Where do you questions, intonation is also
buy food?" could be answered important. • Who do
with "The grocery store", "The you make
market", "The farm stand", and Intonation is the rise and fall in food for
so on. the pitch of the voice. Pitch can in your
be high or low. You can think of family?
SUMMARY intonation as the melody of • How
speech. would
• In this lesson, we looked at you use
Questions, statements, and
formal written questions. lists, for example, all have their cricket
• A Yes/No Question is a own standard speech melody. flour?
question that can be They each have their own 3. Yes/No Questions have a
answered by yes or no. intonation. The melody also rising intonation.
• Yes/No Question form: helps show when someone has • Do you
Helping Verb + Subject + finished speaking, or how they eat
Main Verb. are feeling. bugs?
• An Information Question is
• Did you
a question that asks for GENERAL like
information.
GUIDELINES FOR them?
• Information questions start
with where, when, what, ENGLISH • Have
they tried
why, who, and how. INTONATION
cricket
• Information Question form:
1. Statements generally have a flour?
Question Word + Helping
falling intonation. • Is he
Verb + Subject + Main
cooking
Verb. Make sure your intonation falls with
low enough at the end of cricket
In the next lesson, Language sentences. Otherwise, your flour?
Focus: Questions and speech will sound unfinished or • Would
Intonation (Part 2 ), we will look unsure. Rising pitch at the end you taste
at intonation and spoken of sentences sounds unfinished cricket
questions. or unsure. flour?
See if you can hear the
difference between these two. It might be helpful to record
Thank you for yourself asking the questions
your time. you have written. Then listen to
your recording and check
Can you hear a rising pitch? yourself. Did you follow these
guidelines?

23
You can also practice with a SURVEY
friend and ask him or her to
RESPONDENTS?
listen to your intonation.
Finding and choosing
Remember, when doing respondents can be difficult.
research, it is important to ask Respondents have to give their
questions correctly. Be sure to time to answer survey
use the right question form and questions. Many people will
intonation when conducting say no to a stranger, especially
market research. if they think it will take too
much time.
SUMMARY:
Where can I find
• Statemen
ts and respondents?
informati
Parks, coffee shops, or
on
community centers are good
questions
places to find respondents.
use
People are more willing to
falling
share their time when they are
intonatio
already relaxing.
n.
• Yes/No How should I choose
questions survey respondents?
use rising
intonatio Number and variety are
n. important considerations when
choosing respondents. The
Quiz: more people, the better.
"75% of respondents would be
Questions and interested in buying my
Intonation product."
This statement is more
>>>> Please note that this quiz persuasive when there are 100
can only be completed in respondents instead of four.
Canvas. <<<< 75% of 100 is 75 but 75% of
four is only three.
It's important to find
respondents with a variety of
Lesson 11: different demographic profiles.
Collecting Data For example, men and women
of many different ages. This
In this lesson, we will discuss variety can help you identify
how to go about finding and market niches. For example,
choosing respondents. Then, young women or older men.
we will compare written and Once you've identified a
spoken surveys. market niche, you can create
surveys for that specific group.
HOW CAN I FIND
AND CHOOSE
WRITTEN VS.
SPOKEN SURVEYS
There are advantages and
disadvantages to both.
Written surveys
A written survey is where a
respondent receives and
answers questions in writing.
This can be done on paper or in
an electronic file.
Advantages of written surveys:
1. Many respondents can
complete the survey at the
same time. This can make it
easier to collect more data
more quickly.
2. It's easier to keep a record of
individual responses in
writing.
3. Some respondents might feel
more comfortable and
confident completing the
survey in writing. A written
survey can feel more private.
Disadvantages of written
surveys
1. You have very little
interaction with the
respondent. It can be difficult
to judge if the respondent is
a good source of data.
2. Respondents may not answer
all the questions and the data
may be incomplete.
3. Respondents may not
complete or return the
survey, wasting your time.
This is one of the biggest
disadvantages of written
surveys.
Spoken surveys
24
In a spoken survey, you read
the questions and answers
aloud. The respondent listens
to the question and selects an
answer.
Advantages of spoken surveys
1. In a spoken survey, you
interact with the respondent
much more. It is easier to judge
if the respondent is a good
source of data.
2. Respondents are
more likely to answer all the
questions. They can also ask
for further explanation or
information if needed.
3. Respondents are more
likely to complete the survey.
This is very important. It means
that you will have the data you
are looking for.
Disadvantages of spoken
surveys
1. Spoken surveys have to be
done one at a time. This
takes more time and can limit
the number of total surveys
completed.
2. You have to take careful
notes. You must record the
individual responses
accurately and clearly.
3. Some respondents may not
feel confident listening and
replying in English. They may
prefer to read the questions
and respond in writing.
SUMMARY:
• Survey data is more
objective and persuasive
when there are many
respondents and a large
variety in the demographic • Do you like the
profiles. toothbrush you
• Written surveys are easier currently have?
to give to many people. • Did you like a
• Spoken ones allow for toothbrush you owned
more interaction with the in the past?
respondents. In the next
These questions can help
video, we will learn more
determine whether the
about how researchers
respondent might try a new
evaluate survey results.
toothbrush. If they like their
current toothbrush a lot, they
may not be interested in trying
Lesson 12: a new one. On the other hand,
if they don't like their current
Evaluating toothbrush, they might be very
Results happy to try a new one.
In this video, we will discuss
how to evaluate survey results.
Remember, we do formal
PART 3: FUTURE
market research to answer a NEEDS
question: Does the new product Part 3 contains the most
represent an opportunity in a important information to
market? answer our question. Does the
new product represent an
To answer this question, we opportunity in a market?
need to examine the data in
Part 2 and Part 3 of the survey. D
o
PART 2: PAST OR yo
CURRENT u
re
EXPERIENCE
Respondents' past or current m
experience can provide e
important information. These m
responses can help us know be
whether a new product r
represents an opportunity in a th
e
market.
q
ue
Do respondents have habits sti
and preferences that seem to o
support a new product? Or, do ns
they have habits or preferences fr
that do not seem to support a o
new product? m
Pa
For example, think about these rt
questions: 3
25
of one New Toothbrush? Here, the results are less clear.
th _________ You may have a more difficult
e time deciding what to do. You
su Even though it is the last will probably have to do more
rv section, Part 3 usually has the market research before you
ey most important data. This continue new product
ab information can help you development.
o make confident conclusions.
ut It can help you determine if SCATTERED
N respondents will be willing to
RESULTS
e consider the new product in
w the future. Sometimes results from a
To question are unclear and show
ot EVALUATING THE a variety of responses. These
h RESULTS are called scattered results.
br These indicate that the
Evaluating the responses to
us respondents have very different
Part 2 and Part 3 can be very
h? opinions. It is not possible to
helpful. Looking at these
In make a clear conclusion.
results will help you determine
Pa if a new product an opportunity Scattered results can happen
rt in a market. You can do this by for two reasons.
3: looking to see if there are
Fu extreme results or scattered 1. This topic is very new for
tu respondents. They have not
results.
re yet developed clear opinions
N Extreme results or preferences.
ee
ds Extreme results are data that is 2. The survey question is not
, strongly positive or strongly clear or needs to be more
w negative. This is very useful specific.
e data because it means that
as You can change the question to
respondents have clear
ke improve understanding and be
opinions. more specific. However, there
d
Example 1: 75% of respondents isn't much you can do if
are not interested in buying a respondents do not have
Would you like to try New
product. opinions and preferences.
Toothbrush?
_Yes When you have finished looking
In this case, you can quickly and
_No at the data from Part 2 and
easily conclude that a new
If yes, which New Toothbrush Part 3, grouping the results
product does not present an
would you prefer? from most extreme to least
opportunity in a market. Even
_Yes extreme.
though this is a negative
_No conclusion, it will save you a lot
Are you interested in buying of time and money. Hopefully, DEMOGRAPHIC
New Toothbrush? it will lead to the development PROFILES AND
_Yes of a new product with a better
_No
NICHE MARKETS
chance of success.
_Maybe Now it's time to look at part
If yes or maybe, how much Example 2: 40% of respondents one, the demographic
would you be willing to pay for are interested in buying a profile. How is this
product. information related to the

26
data in Parts 2 and 3? This
information can help you
see if there is a market
niche for the new product.
Let's look at two examples.
Example 1: 75% of respondents
are interested in the new
product. Most of the
interested respondents are
men.
From this, you might conclude
that the new product is more
attractive to men than women.
In this case, men are the niche
market.
Module 2
Check
Please answer one question to
verify that you have completed
all activities in Module 2.
You must choose "Yes" in order
to move on in the course.
This quiz will count as 1 point
toward your grade.
>>>> Please note that this quiz
can only be completed in
Canvas. <<<<

Example 2: 25% of respondents

are interested in buying a new
product. All of the interested
respondents are young men
and women.

In this case, you may

conclude that the new
product has a niche
market with young men
and young women.
Usually, identifying a
niche market will lead to
more research with that
specific market.

SUMMARY
• The purpose of a survey is
to determine if a new
product is an opportunity
in a market.
• Part 2 and Part 3 of the
survey provide evidence to
answer this question.
• Extreme results are useful.
Scattered results are
unclear.
• Demographic profiles can
be connected to the results
to identify a niche market.

27