Consumer, Market &

Industry Research
Lecture 6 - Quantitative Surveys
Your Toolbox
Week 1 INTRO/PRODUCT METHODS
• Market research “finding out what customers and potentials customers need, want and care
about”

• Product research methodology (needs/ concept/ prototype/ final product test)

• Standardized Concept boards and statements and key questions

Week 2 SECONDARY
• Secondary = existing data: internal or external, single of multiple sources, can be text, numbers,
audio, images, observation. Don’t forget experts!
• Design (research question, plan), Execute (data collection), Analysis/Reporting
• Watchouts! Data Reliability (credibility) and Validity (right measures/ coverage)

Week 3 RESEARCH QUESTION/ POPULATION and SAMPLE

• Research aim (purpose), Research question, Research objectives (steps)
• Population = who (4 bases of segmentation) and sample = representative sub-set of target
population
• Sample type: random (equal chance of being chosen); non-random (element of human judgement)

Week 4 PRIMARY METHODS

• Primary = original data: it can be qualitative (explore) or quantitative (confirm)
• 2 things to think about: method and the data capture
• Qualitative method = discussions (face to face, online); Quantitative method = survey
Your Toolbox
Week 5 QUALITATIVE DISCUSSIONS
• Role of the discussion guide and steps to create one
• Questions, questions, questions: 5Ws+1H, direct and indirect

• Stimulus!
• Approach to moderation – verbal and non verbal
Any
questions?
Group Assignment
YOUR GROUP ASSIGNMENT (STAGES 2 AND 3 PRIMARY)
The aim of the research is to evaluate new product and service concepts amongst Young Adults
(18-24), and the implications for Zuma Fitness.

The research objectives are:

 to confirm the visiting patterns and needs in health and fitness clubs amongst young adults 18-24
 to identify the 3 key needs for YAs and create 6 new ideas (concepts)
 to undertake concept testing (of the 6 new ideas) amongst YAs
 to recommend what Zuma Fitness should do next to increase the number of young adults (18-24) visiting
the chain through improving product/service

You are required to write up a full report on your whole project outlining your aim, sample,
methodology, findings and recommendation. This is a maximum of 5000 words long.

As part of this report, you are required to JUSTIFY your choice of

o sample (who you spoke to, your type of sampling method and your numbers)
o methodology (groups/121 for qualitative; survey for quantitative)
o instrument design (your discussion guide and/or questionnaire)
Coming out of secondary and transitioning to
next stage
You might want to ….
CLARIFY
For example, many of
you wrote that Young
Adults (YAs) go to the
gym for health reasons
What does “health” mean
for YAs?
Physical optimisation?
Physical recuperation?
Physical maintenance?
Just physical or physical
and mental?
Is “weight loss” (another
need identified in
secondary) part of “health”
or separate and – if
separate – how is it
PRIORITISE
For example, many of you
identified that there were
several needs from going to
the gym
Convenience (location, hybrid
online/offline)
Health
Weight Loss
Socialising
Improved value, etc
Perhaps you need to get input to
help you understand the most
important needs ….
EXPLORE => OPTIMISE
For example, many of
you were excited at the
potential of digital
apps/platforms to
enhance the gym
experience
Perhaps you have an early
stage IDEA. For example:
An app which monitors heart, sleep
and stress monitors sending the data
directly to the gym for analysis and
discussion with your personal trainer
Before you go into Stage 3
(quantitative) with concept
boards you can get consumers
to help you optimise the idea
before testing
Managing your time for the Group
Assignment Stage 1 Stage 2
Create 6 ideas from
Stage 3
Stage 4
the 3 key needs Analysis/
Secondary Qualitative Quantitative
identified Report
Ethics Approval
Form and Team
Wk 5
Charter signed/
uploaded

Pool your
secondary data
Find your qualitative
Wk 6 and use it to
participants before week 8
develop your
Discussion Guide

Find your quantitative

Seminar: write your
Wk 7 participants before
Discussion Guide
week 9

Create your 6 ideas

Conduct your qualitative
research/ collect your data
Wk 8 and identity 3 key needs
Don’t forget your Informed
Consent Form
and standardised
concept boards
Seminar: write your
Questionnaire/ create
or share your
concept boards

Full analysis:
Conduct your
Qualitative:
quantitative research
Wk 9 coding/themes
Don’t forget your
Quantitative:
7 Informed Consent Form
statistics
Managing tasks for the Group Assignment: allocate
and put in the Team Charter
Prioritise your needs
and create 6 ideas
Secondary Qualitative Quantitative Report Writing
relating to
product/service
Create your
Pooling your data: Prioritise your 3 needs
Write your Discussion Find your contents page/
summarising the based on Qualitative/
Guide participants structure your
findings Secondary
report

Ensuring the findings Decide what

Find your participants Prioritise your 3 key Create your
are reflected in your reporting types
and set up the logistics needs based on your questionnaire in
discussion guide (eg you’re going to use
(location/ time/ Qualitative AND Qualtrics AND
questions and (word clouds, pie
recording method). Secondary preview it!
particularly probes) charts, tables)

Send out your Make sure you do

Conduct your research;
survey including the justification
get your Informed
Create 6 ideas relating the Informed (sample,
Consent Statement form
to product/ service Consent methodology,
and keep these for 2
Statement instruments). Find
months
references!

Send out your

Download the
survey including
transcripts and ensure Create 6 standardised
the Informed Write it up!
they are ready for
analysis (eg language)
concept boards Make sure people
Consent pull their
Statement

Decide how you’re going Analyse your

weight
8
Sample
Sample Sizes
Qualitative Quantitative
THREE x 121 interviews (minimum) Minimum 30
AND
ONE group discussion of 6 – 8 YAs (minimum)

Concept Boards

9
Sample
Sample Sizes
Qualitative Quantitative
THREE x 121 interviews (minimum) Minimum 30
AND
ONE group discussion of 6 – 8 YAs (minimum)

I can think of 4 ways you could structure

these samplesGroup Group Group
121 interviews discussion
discussion discussion
Group Survey (30)
121 interviews Survey (30)
discussion
121 interviews
Survey (30) Survey (30) 121 interviews
Survey (30)

10
Other support!
• Free Nvivo software for qualitative analysis (Group Ass)

• Free Qualtrics software for quantitative surveys (Group

Ass)

• Benchmarking data for ITB so you will know if your ideas

meet some generalised action standards (FAQs, Group
Assignment Brief)

• Teachers week 7, 8, 9, 10 seminars, office hours, e-mail

every week
Freeriding – how we will support you
Proven freeriding has consequences. Evidence is key:

1. Submit your Team Charter in the Dropbox outlining which team member is doing
what.
Consider breaking down each task by week so there is a weekly expectation
(project management).
For example:
Freeriding – how we will support you
2. Take minutes …. “I don’t feel comfortable writing minutes which are critical of
other team members”. Play the ball, not the player (behaviour, not the person).
Upload your minutes every week into Dropbox (let’s make the tech work)

Project: ABC Meeting date: 24.2.23

Innovation
Task Status Next Steps

A Synopsis not completed. Fred to advise when synopsis will be

Fred absent and no communication completed. Required 7.3.23 latest
Secondary/concepts
received.
Project design agreed – qual group + Alexis to share discussion guide
B Qualitative online survey. Alexis confirmed 8.3.23. All team member to input by
research discussion guide would be ready for COB 9.3.23.
8.3.23. Participants contacted and Alexis to undertake groups 10.3
group planned for 10.3.23
Etc ….

NB Minutes will be uploaded into Dropbox 2 days after meeting. If no feedback is received in
3.this
Problems? Tellminutes
timeframe, the your teacher. If the situation
will be uploaded cannot
into Dropbox andbe
all resolved within
team members Seminar
will be
escalate to Module Leader.
deemed to agree with them. If case appears proven on paper, meeting with non-
performing team members. Escalation to head of school for ruling.
 Today we focus on quantitative
surveys
ASSIGNMENT
w/c LECTURE SEMINAR
DEADLINES
1 8/01 Introduction/ Product Methods Exercise
10.00 15/0 Secondary Research/ Brief
UK 2 Exercise
1 Individual Ass
time 22/0 Research Question, Population and
3 1 Sample
Exercise
29/0
4 Primary Methods Exercise
1
IND 8.2 Qualitative Discussions/ Brief Group
5 5/02 Exercise
Ass
12/0
READING WEEK
2
19/0
6 Quantitative Surveys Exercise
2
26/0 Group Assignment
7 2
Data Analysis and Reporting
(discussion guide)
4/0 Group Assignment
Critical Thinking
8 3 (questionnaire)
GP
11/0
25.3 9 Price/ Promotion Methods Group Assignment (findings)
3
There are 2 main instruments used to prepare
questions

QUALITATIVE QUANTITATIVE
Discussion Guide Questionnaire

1 2
Variants of the questionnaire and discussion
guide include comments cards, diaries and
observation forms
Section 6.1 - Quantitative questions
Question classifications for quantitative
surveys

Classifications Question Example

Description What gender are you? Which of the following age groups do you belong to?
(screener/
Which of the follow income groups reflect your annual income?
classification)

Evaluation What is your overall opinion?

How likely are you to buy …..?
What is your opinion of x,y,z features?
How would you rate/rank the following …
How unique ...
How relevant …
How differentiated …
How credible …

Opinions (think) What is your opinion of the government’s new rules for cyclists?

Attitudes (feel) To what extent would you agree with the following statements?

How often do you run?

Usage When you run how many kilometres do you generally cover? Which of the
following brands of running shoes have you ever purchased?

Motivations Which of the following reasons best describes why you bought Nike running
shoes?
Question characteristics for quantitative
discussions
Close ended questions have a
Quantitati finite set of responses
ve Participant is restricted to a finite
Questions and therefore more manageable set
of responses
They are easy and quick to answer
(respondent friendly)

Open- They have response categories that

Closed are easy to code
Ended
More questions can be included
because of the speed of response
(research efficient)
Example: what do Example: what is
you like about your your opinion of
car? your car?
Excellent, Good, Neither good
nor poor, Poor, Very Poor
Question characteristics for
quantitative surveys
Avoid subjective language
“usually”
“recently”
“a lot”

Avoid leading questions

NOT Objective Objective

Would you rate our customer service good or bad? How would you rate our customer service?

Avoid asking 2 questions in 1

NOT Objective Objective
How would you rate the appearance and taste of How would you rate the appearance of X?
X? How would you rate the taste of X?

Avoid yes/no answers for the most part

Finite set of responses =
scales
Scale
Features Uses
Types
Purchase intent, quality, frequency Very likely to buy
Simple • How likely would you be to buy …? Quite likely to buy
Ordered and
Itemised • How often do you buy…..?
Neither likely not unlikely to buy
labelled Quite unlikely to buy
Rating categories • How would you assess the quality ofVery unlikely to buy
Scale ….?

Degree of
agreement on a Measuring Attitudes
Likert 1 to 5 or 7 point • To what degree do you agree with
scale (disagree the following statements?
to agree)

5 or 7 point
Semantic
scale with bi- Brand, product, company image
differential polar labels
 Don’t make scales up unless you absolutely
have to scale examples, steal these!
common
Response
1 2 3 4 5
set
Frequency Never Rarely Sometimes Often Always

Quality Very poor Poor Average Good Excellent

Somewhat unlikely Neither likely nor unlikely

Intensity Very unlikely to Somewhat likely to Very likely to
to to
Strongly Neither agree nor
Agreement Disagree Agree Strongly agree
disagree disagree
Strongly Strongly
Approval Disapprove Neutral Approve
disapprove approve
Extremely
Awareness Not at all aware Slightly aware Moderately aware Very aware
aware
Not at all Extremely
Familiarity Slightly familiar Moderately familiar Very familiar
families familiar
Not at all Completely
Satisfaction Slightly satisfied Moderately satisfied Very satisfied
satisfied satisfied
Far below Far above
Performance Below standards Meets standards Above standards
standards standards
Not at all Extremely
Importance Slightly important Moderately important Very important
important important
Intention to Very unlikely to Somewhat unlikely Neither likely nor unlikely Somewhat likely to Very likely to
buy to buy to buy buy buy
Importance of standard questions in
quantitative surveys
What is your overall opinion …
How likely would you be to
buy …
How unique ….

Benchmarking through norms

 Benchmarking 4.1

Norms a mean score of (say) 4.1 out of 5 puts this result in

the top 10%
and provides a high indication of success

This example is an advertising study evaluating creative

work

Source: Kantar Millward Brown

Want to know more?

https://www.millwardbrown.com/solutions/slick-sheets/millwardbrown_link-for-digital.aspx
Question types in survey software

Item-by-item Matrix
1. To what degree do you agree with the statement “The
library was easy to find”?

Strongly Strongly
Agree Undecided Disagree
Agree Disagree

2. To what degree do you agree with the statement “the

receptionists
were helpful”?
Strongly Strongly
Agree Undecided Disagree
Agree Disagree

Use matrix questions

for speed and
3. To what degree do you agree with the statement “the
electronic
efficiency
catalogue was user friendly”?
Strongly Strongly Good for attitudinal
Agree Undecided Disagree
Agree Disagree statements, motivations, needs
(ie where there are multiple
options for testing)
Question types in survey software

Rating

Rating = range
X
X
X
x

Ranking
4
Ranking =
choice
Really helpful for
triangulation!
Question types in survey
software
Heat Text Highlight
Map

Good for concept testing to identify the drivers of

preference. Also creative work (packaging, pack
design, advertising)
Question types in survey
software
Pricing test (week 9)
Conjoint
Analysis
Price/pack test

Shelf Test

Max
Differential
Question types

Net Promoter Score Open Ended Question

(NPS)

RARE
Section 6.2 - Questionnaire design
 Order of topics
Keep it short – the trend is shorter (6 – 7
minutes)
Above 7/8 minutes
completion
rates fell from 10% to 5% *

Introduction
purpose, how the data will be used, confidentiality, manage time
expectations,
say thank you in advance ….

Thank you for taking part in this research. We would like to find out how you feel
about …..
We appreciate you letting us know who you are. We don’t want to spam you in
anyway, the data we collect will only be used for this research and your views will
* Source: Monkey survey, analysis of 100k surveys, 2018
Order of topics
Screener questions front end of questionnaire =
top
This is the way
Target we identify
population male our
adulttarget
runners
population
who run minimum 3 times a week

In order to identify this population we will need to ask 4

questions
Male: what is your gender?
Adult: how old are you?
Runner: do you run?
Frequency of running how often do you run?
Post research the CMO asks
the
research team to split the data
further

people who have had

You have to think about whose
a views you want at the
Order of topics

Now what about this example? Where would you put

this?
Target population: women who earn different earnings

Women who earn $15,000 – $35,000

Women who earn $35,001 - $55,000
Women who earn $55,001- $75,000
Women who earn > $75,001
SENSITIVE
INFORMATION

Sensitive questions (classification) = End of the

questionnaire
Order of topics

Here’s a possible topic order (Glastonbury accommodation

example)=>
Question Scale
Very good
Quite good
What’s your opinion of the location of your tent? Neither good nor poor
Quite poor
Very poor

Very good
What’s your opinion of the quality of the ground for Quite good
Neither good nor poor
your tent pitch? Quite poor
Very poor

Very good
What’s your opinion of the toilets available for Quite good
Neither good nor poor
overnight visitors? Quite poor
Very poor

Very good
What’s your opinion of the shower available for Quite good
Neither good nor poor
overnight visitors? Quite poor
Very poor

Very good
What’s your overall opinion of accommodation at Quite good
Neither good nor poor
Glastonbury? Quite poor
Very poor
Order of topics – identify the key questions where
elimination of bias is most important
SCENARIO 1
What is your opinion of the sweetness of the
product?
What is your opinion of the smoothness of
the product?
What is your opinion of the fruitiness of the
product?
SCENARIO
What is your 2
overall opinion of the product?
To what degree has Covid 19 affected your
life?
Which of the follow things were the most
difficult about lockdown?
Do you believe lockdown was the right
Government policy in response to Covid 19?
SCENARIO 2
What is your overall opinion of the product?
What is your opinion of the sweetness of the
product?
What is your opinion of the smoothness of
the product?
What is your 2
opinion of the fruitiness of the
SCENARIO
product?
Do you believe lockdown was the right
Government policy in response to Covid 19?
Why do you say that?
To what degree has Covid 19 affected your
life?
Which of the following things were the most
difficult about lockdown?
Topics TOPICS SUB TOPICS - Quantitative
of
Interes Screener
Introduction Statement of ethics

t questions
Festivals • Usage: which music festivals and frequency
Research Aim • Motivation: primary (most important)
To review food,
drink and
accommodatio • Overall opinion and reason whyOpen ended
follow up
n on behalf of • Likelihood to recommend
the Catering Glastonbury • Motivation: primary
Director for • Attributes (features): primary
Glastonbury
and
recommend Accommodatio
• Usage: type, location, access
any n • Overall opinion and reason why
improvements Type
• Likelihood to recommend
for 2023 Location/access
Facilities
• Opinion: accommodation type/ location/ access/ toilets/
Waste Management showers/ waste disposal, etc
Target
population
Food & Drink
2019 • Usage: occasions, cuisine type, spend
Access (location,
Glastonbury 24/7)
• Overall opinion and reason why
Festival first Choice (variety,
• Likelihood to recommend
time attendees meal occasions) • Opinion: access (24/7), menu options, drink range, value
who stayed for Portions for money, quality of food, quality of drink, portion sizes,
minimum 2 Sensitive Prices => value etc
days questions
Topics TOPICS SUB TOPICS - QUESTIONS
of Quantitative

Interes Introduction Tell us who you are

Tell you the purpose
Statement of ethics
t Festivals attended/type
Which of the following music festivals have you
attended? (list 5)
Festivals • Usage: which music How often do you attend festivals? (twice a year,
Research Aim festivals and frequency annually, every 2 years, < every 2 years)
Why do you attend music festivals? (music,
To review food, • Motivation: primary (most atmosphere, spending times with friends, etc)
drink and important) Please identify the reasons for attending festivals
accommodatio from 1 to 3 where 1 is the most important to you and
n on behalf of • Overall opinion and reason 3 is the least important.
the Catering Glastonbury why
Director for • Likelihood to recommend
Glastonbury • Motivation: primary
and
recommend Accommodat • Attributes (features):
any ion primary
improvements Type
for 2023 Location/access
Facilities • Usage: type, location, access
Target Waste • Overall opinion and reason why
population Management • Likelihood to recommend
2019 • Opinion: accommodation type/
Glastonbury Food & Drink location/ access/ toilets/
Festival first Access (location) showers/ waste disposal, etc
time attendees Choice (variety,
meal occasions) • Usage: occasions, cuisine
who stayed for type, spend
Portions
minimum 2 Prices => value • Overall opinion and reason why
days • Likelihood to recommend
Remember that every stage informs the
others.
Can partially answer the
question
Helps you identify the
population
Helps you identify the
topics
Helps you identify the
questions
Helps you identify the
vocabulary

NB respondents can’t clarify online

surveys so we pilot (and at the
Converting this to a
Questionnaire
Softwar
e
Please don’t forget to
preview your survey
Steps in Questionnaire Design
1. Research aim Think about the objectives from different angles

Think about how you might want to structure the

2. Topics (big buckets)
survey – in the context of a structured technique

3. Question Types of questions, language, and scales which are

classifications relevant to get the more insightful findings

How the data will be analysed, cross breaks,

4. Plan the analysis
tabulations, coding

6. Draft the
Qualtrics software
questionnaire

7. Pilot/ preview the

questionnaire and Market research 101
recycle any learnings
Section 6.3 - Let’s look at a professional
example
Research Aim
To help McCarthy & Stone, the UK’s largest retirement
housebuilder, understand the attitudes of people downsizing their
properties and the implications for property financing, design and
amenities

Target Population
Couples and individuals 62 – 85, responsible for their housing
decisions, who are planning to downsize in the next 12 – 18
months

Research Design
Online survey
340 quota sample
Approximately 15 minute duration (note: paid for)
 Standard in professional research to
disqualify professionals for reasons of bias
and confidentiality

Note the screener questions allowing data

to be cut
by gender, age, source of income region,
postcode

More depth on
current housing
status, finances
 Note how the
questionnaire
emphasizes the
change of time horizon

5 point
attitudinal
scale

Note how
these
statements
are crafted –
sensitive,
clear and
Note questions about
consistent
other family
language (eg
responsibilities. This
all first
wasn’t discussed in
person, same
qual. It emerged as an
tense)
OUTPUT from group
discussions
 Classic
MATRIX
questions
 Note inclusion of
brand logos
(images). Important
given how important
logos are in branding
BUT visual stimulus
totally acceptable in
quant as well as
qual

Note how
order is
following
the
qualitative
discussion
guide ….
Downsizing
Competition
Assessme
nt of
different
product
attributes
(features
and
benefits)
DRIVERS

BARRIERS
Classification question –
annual income is a
sensitive topic
ETHIC Standards of behaviour that guide your conduct in relation to the
rights of those who become the subject of your work or are
affected by it

S
Informed consent
Confidentiality
(you agree to participate)
(to identified parameters – eg research,
the company, external examiner)
Anonymity (no names)
Avoidance of harm (mental/physical wellbeing)
Holding personal data (no videos, no lists/databases)
Chapter 6 Research Methods for Business Students
Paperwork!
Ethics Approval Form Qualitative Discussion Respondent Form

Hold onto these for a couple of months after

the module and then destroy
Where to Upload

Quantitative Survey Questionnaire Form

Thank you for taking part in this research which is asking
your views on pubs and bars. As a participant we are seeking your
voluntary consent. You can withdraw from the research at any point and
may refuse to answer any questions you wish. Your data will be entirely
confidential. Your views may be expressed in a Research Report, but you
will never be identified and you will never be linked to those views. If you
would like to see a final copy of the Research Report please let me know.
 Please can we take
5 minutes to complete
PULSE SURVEY #2
menti.com
5721 0466
Section 6.4 – Key takeaways
Key Closed Questions requiring Scales
Takeaways
Quantitative Surveys
Don’t make them up
QUESTIONNAIRE

Research aim

Topics

Question
classifications
Plan the analysis

Draft the questionnaire

Pilot the questionnaire

and recycle any
learnings
Seminar – your opportunity to write a
questionnaire

Craft a
questionnaire to
MEASURE the
visiting patterns
and needs of YAs
visiting the
cinema and test
some new ideas
This week’s essential reading
Textbook – chapter 11, collecting primary data using
questionnaires (Ebook available in Library)

Video – research project: improving cloud computing UX experience

at Cisco
Next week
Data analysis

Your discussion guide