MARKET RESEARCH

1.Data Mining
2.Focus Group
Discussion
3.Observation
4.Survey Research
Survey Research
The most preferred instrument for
in-depth quantitative research

The respondents are asked a variety of questions

which are often about their personal
information, their motivations, and their
behavior

Can be conducted via

• Telephone
• Personal
• Mail interview
 UAI Survey
Usage, Attitude, and Image Survey

Intended to derive:
• Market Awareness
• Market size and share
• Product usage and preference
• Customer interest
• Customer image

The most popular type

of survey research
Three important concerns in
planning a survey

1.Sampling Technique
2.Getting the Sample
Size
3.Designing the
Questionnaire
The most sensitive phase
 QUESTIONNAIRE DESIGN

Basic rules to be followed in question formulation

1. The questions, in their totality, should be able to

elicit all the necessary information required in the
research.
2. Each question should be clear and definite.
3. Each question should cover one topic at a time.
4. Each question should be presented in neutral
manner.
5. Each question should be translated into the dialect
that the target respondents are familiar with.
1. Develop the research objective
2. Determine your sample
3. Choose the interviewing metho
dology
4. Create your questionnaire
5. Pre-test the questionnaire
6. Conduct the interviews and ent
er data
STEPS IN CONDUCTING
7. Analyze the data A SURVEY
RESEARCH
 Steps in conducting a survey research
Develop the Research Objectives

Determine what you want to

know and learn.
Define the goals of your
research.
 Steps in conducting a survey research
Determine your sample

Identify who or what kind of people you will interview and

where you are going to find them.
Determine the number of target respondents you need and
how you are going to choose them.

o When sampling a specified group of people (e.g. large

businesses in the Philippines), it would be advisable to start
with a comprehensive list of such groups (e.g. publications
on the top 5, 000 corporations in the Philippines).
 Steps in conducting a survey research
Choose the Interviewing Methodology

From the different interview methods, such as

face-to-face, by phone, or by mail, choose the
appropriate methodology to use for your
reseacrh.
 Steps in conducting a survey research
Create your Questionnaire

In drafting your questionnaire, identify the

key information you will have to ask from
your respondents.
Design your questionnaire based on the
process given earlier.
 Steps in conducting a survey research
Pre-test the Questionnaire

Determine a similar profile of target respondents and test

the questionnaire.
Be mindful of the comments of the respondents so that you
may revise the questions accordingly and appropriately.

o If your questionnaire is unclear or has multiple ways of

answering, the pre-test will reveal this. You should then
revise the questionnaire.
 Steps in conducting a survey research
Conduct Interviews and Enter
Data

Plan and execute the implementation of your survey

well(including areas to go to, routes to take, time to
conduct the interviews, etc.)
Be professional in conducting the interviews.
Ensure that data are entered legibly.

o When hiring interviewers, your biggest concern should be

their diligence and honesty because they might interview
persons other than those specified or they might invent
answers to complete the job quickly.
 Steps in conducting a survey research
Analyze the Data

Review your notes

Organize the questionnaires for more orderly processing.
Tabulate, use graphs, and do the statistics.
Write the report including the insights gained from the
results.

o You should follow the process in Sales Data Mining in

classifying the information.
 12- Darwin
• Guiad, Judah • Bermudez, Joan Joy
• Marzo, Marvin • Celso, Maria Yvhonne
• Nelmida, Mharc • Dacumos, Jonalaine
• Nidoy, John Rey • Palaroan, Lara
• Marzan, Jubelle
• Santiago, Roxanne