SOCIOLOGY.NET
Many novice sociologists and marketers are wondering how to create a survey questionnaire? We offer you for your reference an example of a questionnaire for conducting a survey of mobile phone consumers.
A sociological survey involves both closed and semi-closed questions, as well as open questions - questions where the respondent is asked to write his own answer to the question. Our sample questionnaire contains all these types of questions. You can use this sample questionnaire to create your own questionnaire to survey visitors to a store, cafe or restaurant, to survey clients, employees, customers or students.
HELLO!
My name is _____________, I represent the sociological research center public opinion Moscow, which conducts a customer survey in the interests of a mobile phone manufacturer.
The purpose of the survey is to study customer preferences regarding various technical characteristics of phones.
We ask you to take part in the survey and answer the questions in the proposed questionnaire. We guarantee complete confidentiality of your answers, which will subsequently be used only in conjunction with the answers of other respondents.
1) Yes 2) NO (finish the interview)
Question No. 2 (substantive question of the questionnaire). What brand is your cell phone? (if you have more than one cell phone, underline several brands or write)
Nokia, model_________________
Philips, model________________
Samsung, model______________
HTC, model _________________
Other brand (please write make and model)_______
Question No. 3 (filter question). When was your last cell phone purchase?
1) 2012 2) 2010
3) 2011 4) 2009
5) (if in 2008 or earlier, then in combination with the choice of answer option No. 2 “no” to the next question - the interview is terminated.)
Question No. 5 (an example of a half-closed survey question). Indicate which of the listed brands of telephones you owned?
Survey templates designed by experts
Save time with custom survey templates and sample questions!
Don't have time to create a survey? Or don't know where to start? Do not worry! We have nearly 200 survey templates on almost any topic. Our survey templates are designed by experts and come ready to submit. They are fully customizable, meaning you can edit the suggested questions or add your own to suit your needs. When you use any of our survey templates, you'll get truly useful data that you can trust.
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How to create a questionnaire for conducting a marketing survey?
If you have a large or small enterprise, then perhaps you have thought about:
Who are your consumers? Why do they buy (or not buy) products from you?
If you offer them a new product, will they buy it? and at what price?
How do your consumers make purchasing decisions?
and many others. Answers to these questions can be obtained from your consumers by conducting a marketing survey. To ensure that your survey is actually effective, here are some practical examples. We have been conducting marketing research since 2007, both for large companies such as VTsIOM and FOM, and for private enterprises in the cities of Volgodonsk and Rostov.
Your research should start with the question:
1. What business problem do you want to solve with this research? (Formation of assortment, development of an advertising campaign or advertising message, study of demand, etc.).
2. Once the results are received, how will you use them? This is the key question. It often happens that the customer, having received the research results in his hands, looks at the numbers and absolutely does not understand how he can apply them in his business. Or, to make a decision, he needs a few more indicators that were not included in the questionnaire.
What options can there be: selection of advertising channels for advertising, selection of an advertising message for use in an advertising campaign, work plan of the sales department depending on the client’s decision-making pattern, identifying a list of competitors and their advantages in the eyes of the client, identifying one’s own advantages and disadvantages in customer service, etc.
Depending on what problem you are solving and how you will use the results, the number and wording of questions in the questionnaire will differ.
What questions can be in the questionnaire and what can they reveal?
1. Open questions. They are used to collect information about decision-making methods, the market, and the quality of services when there is very little information about the consumer.
What drinks do you drink most often in the morning?
What is important to you when choosing a product?
Because of what shortcomings would you not buy the product?
2. Questions about decision-making methods. This can also include questions to evaluate competitors.
Who makes the purchasing decision?
What sources of information do you use to select a product?
Which 5 companies would you contact first if you want to purchase a product?
3. Questions about the quality and shortcomings of the product. Scales or comparisons can be used.
This product is for you: very expensive expensive regular price rather cheap cheap.
4. Questions about the consumption of goods.
When was the last time you purchased an item? (more than 1 year ago from 1 year to 6 months, from 3 to 6 months less than 3 months ago)
What TV channels do you watch? (list of TV channels)
What product properties are you guided by when choosing a product (price, description, famous brand, etc.)
In the next 6 months you plan to purchase: list of products.
In addition to questions about the product, each questionnaire includes a block of questions about the consumer himself. Most often this is:
Gender of the respondent
Age
Education
Monthly income (or information about having a car, holidays abroad, major purchases)
Number of family members, children in the family
Experience in purchasing certain products
Habits of the respondent (do you smoke? Drive a car?)
It is a mistake to include questions in a questionnaire to which the respondent may not know the answer. An example from a survey of residents within a 30-kilometer zone of a nuclear power plant.
What type of nuclear reactor do you consider the safest?
Thermal neutron reactor
Intermediate Neutron Reactor
Fast neutron reactor.
If the survey were conducted among nuclear scientists or nuclear plant engineers, such questions would be justified. But the survey was conducted among ordinary residents, you can imagine what they could know about neutrons.
It is also a mistake to ask questions about the future in the format What product would you buy? . One construction company wanted to conduct a survey among residents about how many room apartments it would be better to place in a new building complex.
If a construction company, which has been engaged in construction for 15 years and has studied the issue far and wide, doubts the number of one-room apartments on the floor, then what answer do they want to get from the person on the street who first thought about it.
It is also a mistake to think that the buyer knows your product thoroughly and remembers all its characteristics. If you ask to compare Model A and Model B, you should first find out whether he has experience using these models.
The questionnaire can have from 5 to 200 questions grouped into blocks.
The questionnaire should have a header that indicates the number and date of the questionnaire, the full name of the interviewer, the city in which the survey was conducted, the name or full name of the respondent, and his phone number (to check whether this person was surveyed at all).
The number of questionnaires is determined by the numerical sample of the target audience.
Need to create a questionnaire or conduct marketing research? Contact by mail [email protected] or by phone 8-8639-25-76-34 (from 9 to 18 Moscow time).
Posts: "/%Registration date: 03/30/2004
for: Genius©
I'm afraid that when approached from the side of standard analysis, it is unlikely that anything can be extracted from such questions. The point is not who conducts the survey - their managers or sociologists; first of all, these should be people who have the skill of working with open-ended questions. And it's not even a matter of sampling. Impressions from the clinic immediately at the reception after the visit are the same, but in the evening at home they can already be different (or a week later).
I will try to explain in what version these questions, in my opinion, would be useful, since a lot of the nuances of your situation still remain unclear (starting with what goals were set in the study, what other questions were in the questionnaire and which ones stood nearby - even from The order of the questions depends a lot)
the first question: “what you don’t like” - allows you to catch negative stereotypes if introduced permanently, i.e. Each (ideally) visitor has the opportunity to anonymously say/write what he didn’t like about the company. But you can catch it precisely by analyzing literal wording. For example, they often complain about a slippery floor, which means something needs to be done with the coating, or that the cloakroom attendant has to wait a long time.
In your specific example When people were interviewed, were their responses recorded verbatim? Try to raise the primary level and see when people said that they were dissatisfied with the specialists or the service, what exactly they said. The same goes for positive answers, although the question “what do you like” very often provokes people to blurt out, so it rarely reflects reality to any extent.
And it’s even more difficult to work out open questions in general, and in medical topics in particular over the phone - you just need to have a lot of experience in conducting telephone calls, especially 3-1 “why didn’t you go to competitors” - if you mess up a little in the preparation of the questionnaire and people can really be provoked for this care
about customer focus
Feedback: how to create a questionnaire to survey Clients?
For any company, feedback is a valuable source of information. Have you ever filled out questionnaires asking for the Client’s opinion? If the questionnaire is poorly designed, the feedback received may not be complete. Today we will look at the pros and cons of questionnaires on real examples, and then we summarize everything into a list of useful tips.
This can be a rating expressed in points or emoticons. If you are introducing a scale, explain what the extreme values mean, for example, “1 point is bad, 5 is excellent”
Feedback is most valuable if you can understand exactly what Customers like and what they don't. Therefore, give Clients the opportunity to write a detailed comment.
Research problem:
Currently, there is an irritable attitude among technical students towards the presence of courses in the humanities on the list of compulsory subjects. Students claim that these subjects are uninteresting and there is no need to study them. This attitude towards the subject is the reason for a bad relationship with the teacher. Often such students have difficulty preparing for an exam or test. Some pass with unsatisfactory grades.
Purpose of the study:
The main goal is to identify trends in the attitude towards the humanities of BSUIR students of various faculties and specialties.
Object of study:
Students from all faculties of BSUIR.
Subject of study:
Attitude of BSUIR students to humanities.
Research Tool:
Questionnaire of 11 questions. Both closed and open questions are used.
Information collection methods:
The survey method is a formalized questionnaire.
Research objectives:
Identify and compare the attitudes of students from different faculties towards the humanities.
Find out the degree of need for the humanities.
Determine what role the humanities play in the lives of students.
Explore their suggestions for changing the way the humanities are presented.
Research hypothesis:
The attitude of BSUIR students to the humanities directly depends on their specialty.
The older the course, the more negative the opinion on this issue.
Senior courses are irritated by humanities subjects.
Students will propose introducing courses in the humanities as optional.
Questionnaire
Dear respondent! We, FITiU students, ask you to take part in a sociological study " EDUCATION AND HUMANITIES" Please answer a number of simple questions; it won’t take much time. For correct filling questionnaire, just check the box or circle the answer option that most closely matches your opinion. Thank you for your attention.
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1. Determine your attitude towards the humanities: 1 - they annoy me; 2 - they don’t interest me, I’m indifferent to them; 3 - I study them only for a positive mark in my record book; 4 - I like them; 5 - I can get important and interesting information from them. |
6. Choose a statement and complete it: 1 – humanitarian subjects should be banned because _____________________________________________________ 2 – humanitarian subjects cannot be prohibited, since ______________________________________________________ |
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2. How do you think the teacher influences attitudes? students to humanities subjects? 1 – a professionally trained teacher instills great interest in the subject; and, conversely, a boring teacher discourages any interest in studying the subject; 2 – the professionalism of the teacher does not affect personal students' attitude to the subject. |
7. What, in your opinion, is the main reason for reluctance study humanities? 1 – boring material; 2 – boring teacher. |
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3. Choose the statement that is closest to you and complete it: 1 – I don’t like the humanities because __________________ 2 – I like the humanities because ____________________ _______________________________________________________________ |
8. Do you study the humanities on your own, using additional material? 1 – no, never; 2 – yes, because you can find something new/interesting; 3 – occasionally. |
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4. What humanities, in your opinion, should be studied exclude first? 1 – philosophy; 2 – ecology; 3 – sociology; 4 – political science; 5 – history; 6 – logic; 7 – other (specify what exactly) __________________________________________ |
9. What type of humanities study would you prefer? 1 – mandatory completion of all courses in the humanities followed by an exam/credit; 2 – independent choice of courses as elective classes with subsequent credit; 3 – exclusion of humanities courses from the program, but the introduction of clubs and additional classes without subsequent control of knowledge; 4 – other (specify what exactly)__________________________________________________________ ____________________________________________________________________________________ |
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5. What humanities do you like best? 1 – philosophy; 2 – ecology; 3 – sociology; 4 – political science; 5 – history of the Republic of Belarus; 6 – logic; 7 – don’t like any humanities subject; 8 – I like all humanities subjects 9 – other (specify what exactly) _____________________________________________ |
10. Indicate your gender 11. Indicate your course (underline as necessary) |
Instructions
The scheme “what they produced, they will buy” has long been out of date. The focus has shifted towards the tastes of consumers, their needs, and innermost desires. In addition, people now freely express their opinions on any issue.
Structure questionnaires next:1. Introduction. A place to welcome and explain the purpose of filling out the form.
2. Instructions for filling out, if required. State them clearly so that any respondent can understand them the first time.
3. Information about the respondent. If this is an anonymous survey, skip this step.
4. Questions
5. Gratitude or wishes to the respondent.
Follow the rules for writing questions. Arrange the questions in order from easy to difficult. Thus, the respondent will relax and be ready to answer more personal questions. Formulate questions unambiguously, without hidden meanings and complex turns. Consider all answer options for closed-ended questions. Leave enough room for a response when open. Do not use phrases that may encourage the respondent to answer incorrectly. Always be neutral. Don't force the filler to do complex calculations. Break down the required data into several questions and make calculations at the questionnaire processing stage. Respect your respondent. Be polite and careful in your expressions. Nothing should cause hostility or embarrassment.
Don't forget the questionnaire. Read it out loud and cross out all the unnecessary ones that do not provide information, but only clutter. Make sure your wording is clear and correct. Check the level of questions and the target audience. Distribute several questionnaires to your friends. Please take into account any misunderstandings that arise and, if necessary, rewrite some questions.
If you answer the questions of the questionnaire easily and simply, it does not cause difficulties in perception and negative emotions, it is filled out in one go, it is compiled correctly and is ready for conducting a survey.
Sources:
- Rules for writing questions
What is a survey? This is a tool that aims to collect information about the target audience of the site, as well as its opinions. If you have a question that you can offer multiple answers to, feel free to use a survey. It is convenient and quite clear. And the results are processed automatically. In addition, surveys can be used to entertain visitors by asking funny questions and nothing less. funny options answers. Here are some basic guidelines to help you design surveys correctly.
Instructions
The question must be drawn up in accordance with the rules of formal logic, and not contain semantic or logical contradictions, as well as paradoxes. It will be impossible to analyze the answers to the question at all.
Constantly growing competition, the appearance on the market of many similar products of similar price categories and quality, significantly complicate running and planning a business. In such conditions, not only competent, timely advertising and a non-standard approach to organizing an advertising promotion are important, but also a clear marketing program to study the preferences, capabilities and needs of the consumer audience. Periodic surveys among customers help achieve excellent results in this area.
Consumer surveys are the most effective method of marketing research, allowing a company to obtain the most complete and reliable information about consumers’ attitudes towards it. In addition, a customer survey is a “probing” of the consumer market in order to identify all possible shortcomings and omissions associated with the market promotion of goods and services.
When surveying consumers, a questionnaire is used containing a number of questions directly or indirectly related to the research topic. This form of feedback, as well as tasting, makes it possible to quickly and reliably determine the tastes of consumers, assess their purchasing potential, establish the degree of loyalty to the company and its activities, etc.
Competent preparation of questions is the key to a successful survey and greatly simplifies the systematization and final analysis of the information received. The wording of questions should be clear, clear, extremely objective and avoid ambiguity. It must be taken into account that surveying buyers is an exclusively voluntary action and any coercion to it can be regarded negatively.
Marketing surveys can easily be used not only to collect analytical information, but also as a means of additional advertising influence. In this case, the “fill out a form and get a discount (bonus, gift, coupon, etc.)” scheme is often used. Thus, marketing research takes the form of a promotion that stimulates the consumer both to fill out a questionnaire and to purchase the product itself.
Often, such incentives for the buyer are not only desirable, but also necessary. After all, he spends personal time on marketing surveys, and the bonus offer will be regarded by him as a natural gesture of gratitude from the company.
In each specific case, the development of a questionnaire and a survey method are carried out based on the specifics of the company’s activities and taking into account its goals. But there are also common points that are typical for most events of this kind. Here are the main tasks that customer surveys solve:
- - prompt receipt of information about the consumer audience.
- - determination of the most effective measures to stimulate sales.
- - determining the potential of a product and searching for optimal ways for its successful implementation.
- - strengthening the company’s image through active work with customers and providing them with bonus offers.
Of course, it is necessary to involve professional performers with sufficient experience in marketing research to develop the questionnaire, conduct the survey and systematize the information received.
A sample questionnaire is presented in (Appendix 2).
Closed questions are presented in (Appendix 3).
Open questions are presented in (Appendix 4).
APPENDIX 2
Application form sample
BUYER QUESTIONNAIRE
Dear customers of TD "Bars-Retail"!
My name is Marina, I am a representative of the Bars - Retail Group of Companies, I would like to conduct a survey among our customers.
This questionnaire will not take much of your time.
Thank you in advance for your participation!
1. Indicate where you prefer to buy food:
hypermarket
supermarket
weekend fair
minimarket (convenience store)
2. What influences your choice of outlet:
price level location
breadth of product range quality of products
opening hours parking availability
level of service experience/reviews from friends and colleagues
I convenience store layout
other (specify) ___________________________________________
3. How often do you purchase food products from the Bars-Retail Trade House?
1 time per week more than 3 times per week
2-3 times a week daily
other(specify)
4. Indicate the average amount of your regular purchase of food products at the Bars-Retail Trade House:
less than 100 rubles 101 - 400 rubles 401 - 700 rubles
701 - 1000 rubles over 1000 rubles
5. Indicate the source from which you usually receive information about food products in the Bars-Retail Trade House:
personal experience from relatives, friends, colleagues
other(specify) _______________________________________________
6. Are you satisfied with the quality of food products from local producers?
yes, satisfied not entirely satisfied no, not satisfied
7. What, in your opinion, allows products to be recognizable and in steady demand:
presence of a regional brand
improvement of packaging design and quality
production of environmentally friendly products, without preservatives
holding exhibitions, fairs, tastings
creation of a network of branded stores
other(specify )______________________________________________
8. Please indicate how often you purchase the following food products:
9. Please indicate your gender:
10. Indicate which age group Do you relate to:
up to 20 years old 41-50 years old
20-30 years more than 50 years
11. Please indicate your occupation:
housewife
pensioner
civil servant/military
student/student
business owner, entrepreneur
unemployed / temporarily unemployed
service worker
other(specify):_________ _____________________
12. Indicate the number of family members living with you:
Total people, Of which working people,
Non-working people
13. Indicate the share of food costs in your family’s cash income:
up to 25% up to 30% 30 - 40% 40 -50%
APPENDIX 3
Closed questions
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Name of the appointment |
Description of the purpose of admission |
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Alternative question |
A question that offers a choice of two answers |
“When you were planning a trip, did you personally call Aeroflot airline?”
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Selected answer question |
A question that offers three or more answer options to choose from |
"Who are you flying with this time?"
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Leukert scale question |
A question asking you to indicate the degree of agreement or disagreement with the purpose of the statement made. |
"Do the largest airlines serve passengers better than the larger airlines?"
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Importance scale |
A scale ranking people's characteristics in order of importance from "not at all important" to "extremely important" |
"In-flight meals for me..."
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Rating scale |
A scale with ranking of any attribute: from “unsuccessful” to excellent.” |
"On Aeroflot planes the food..."
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APPENDIX 4
Open questions
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Name of the appointment |
Description of the essence of the technique |
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Questions without a given structure |
A question that each person surveyed can answer in an almost meaningless number of ways. |
“What is your opinion about Aeroflot?” |
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Selection of word associations |
The respondent names one word at a time and asks to name the first word that comes to mind in the answer. |
“What was the first word that came to your mind when you heard the following?” Airline_____ Trips______ "Aeroflot"________ |
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Completing Sentences |
The respondent is offered one unfinished sentence at a time and asked to complete them. |
"When I choose an airline, the most important thing for me is_______" |
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Completing the story |
The respondent is offered unfinished sentences and asked to complete them |
“The other day I was flying on an Aeroflot plane. They gave me a cold sandwich to eat. What made me…” |
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Completing the drawing |
There are two characters in the picture, one of whom expresses a thought. The respondent is asked to imagine one character in place and write down the answer |
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Thematic Operational Test |
The respondent is shown a picture and asked to come up with a story about what, in his opinion, is not happening or could happen. |
Course work
discipline: "Marketing Research"
on the topic of: " Questioning in the marketing research system»
INTRODUCTION
CHAPTER 1. THEORETICAL ASPECTS OF QUESTIONNAIRE IN THE SYSTEM OF MARKETING RESEARCH
1.1Marketing research: essence, directions, stages of implementation
1.2 Questionnaire in the marketing research system: the concept of a questionnaire and its structure
CHAPTER 2. METHODOLOGICAL ASPECTS OF QUESTIONNAIRE IN THE MARKETING RESEARCH SYSTEM
2.1 Questionnaire development
2.2 Main mistakes when compiling questionnaires
CHAPTER 3. DEVELOPMENT OF A QUESTIONNAIRE WHEN CONDUCTING MARKETING RESEARCH USING THE EXAMPLE OF MONETKA TS STORES
1 general characteristics supermarket TS "Monetka"
3.2 Drawing up a questionnaire for marketing research in the TS “Monetka” store and analyzing the results obtained
CONCLUSION
Bibliography
INTRODUCTION
In marketing, which is designed to satisfy people's needs, research has great importance, since in market conditions those firms and companies that know these needs better than others and produce goods that can satisfy them get an advantage. But the market is constantly changing, people's needs also change under the influence of various factors, so firms must constantly monitor market conditions in order to make a profit. It is with the help of marketing research that firms can track changes in customer needs. Marketing research is any research activity that meets the needs of marketing.
As a rule, the need to conduct marketing research arises in cases where:
The company did not achieve its marketing goals;
The company is losing ground to a competitor;
The company is going to diversify its activities;
The company is preparing a new business plan;
Any other cases where managers find it difficult to choose actions or involve significant investments.
Marketing research allows firms to increase their knowledge about the marketing problems they face, that is, to reduce uncertainty when making marketing decisions. Quite often, the main goal of marketing research is the desire to provide an adequate description of market processes and phenomena, to reflect the position and capabilities of the company in the market.
Typically, marketing research involves the market, competitors, consumers, products, marketing environment, and so on. The result of marketing research is information that is used in the selection and implementation of marketing strategies and tactics.
Currently, the most popular method of collecting primary data is the survey method. A survey is a very effective way to obtain universal information of both an objective (about the facts of people’s life) and subjective nature (about the motives of activity, opinions, assessments and value orientations).
A survey is a method of direct (interview) or indirect (questionnaire) collection of primary verbal information by recording respondents’ answers to questions grouped in the form of a questionnaire in accordance with the goals and objectives of the study.
A questionnaire survey is one of the main types of survey, which involves a strictly fixed procedure for constructing a questionnaire. Questions in the questionnaire must be clearly formulated, understandable to the respondent, and also contain a list of answer options.
The peculiarity of a questionnaire survey is that the respondent independently works with the questionnaire, that is, he understands, thinks about and answers the question in accordance with his knowledge, beliefs, and value orientations.
The topic of this course work is relevant at the present time, since, as mentioned above, surveys are currently a very popular method of collecting marketing information, and the data obtained during the survey can reduce the degree of uncertainty accompanying marketing decisions.
The purpose of this course work is to develop a questionnaire for conducting marketing research using the example of the TS “Monetka” store and analyze the results obtained.
To achieve this goal, it is necessary to solve the following tasks:
Consider the concept of a questionnaire in marketing research and its structure;
Study the types of questionnaires when conducting marketing research;
review the questionnaire development process;
identify the main errors when compiling questionnaires;
give a general description of the TS “Monetka” store;
draw up a questionnaire for marketing research in the Monetka TS store and analyze the results.
The object of the study is the TS “Monetka” store, and the subject is a questionnaire compiled to conduct marketing research.
CHAPTER 1. THEORETICAL ASPECTS OF QUESTIONNAIRE IN THE SYSTEM OF MARKETING RESEARCH
1.1 Marketing research: essence, directions, stages of implementation
Marketing research serves as the basis of marketing. They include the study of the external marketing environment of the market, consumer motivation, as well as the internal marketing environment, that is, an assessment of the production and sales capabilities of the company itself, which builds its activities on marketing principles. Such marketing research allows you to choose optimal market sales, carry out planning, that is, justified, according to the results of marketing research, foresight, forecast of the development of the market situation and the development of appropriate measures of marketing influence on the market in order to ensure the effectiveness of the company’s business activities and the implementation of its strategic directions.
Marketing research creates a scientifically and practically sound basis for making qualified decisions by the company's management staff and its top management.
There is no single definition of marketing research. Each author examines the concept of marketing research from his own point of view.
Golubkov E.P. believes that marketing research is the collection, display and analysis of data on various aspects of marketing activities.
In turn, Diane A. notes that marketing research is the search, consolidation and analysis of quantitative and qualitative information regarding the supply and demand of goods and services for the purpose of subsequent making commercial decisions of a tactical or strategic nature.
Iacobucci D. and Churchill G. define marketing research as a function that connects the consumer and the manufacturer with the help of information used to identify market opportunities and problems, allowing the development, refinement and evaluation of marketing activities, monitoring the effectiveness of marketing, and improving the understanding of marketing as a process.
Thus, marketing research is the systematic collection, processing, analysis and interpretation of the results obtained for making marketing decisions.
The purpose of market research is to assess information needs and provide market participants with information that is accurate, reliable, valid, up-to-date and relevant. The highly competitive marketing environment and the ever-increasing cost of management mistakes require that marketing research serve as a source of high-quality information. Effective decisions cannot be based on intuition or simple reasoning. Therefore, marketers, in the process of studying various situations, must make a large number of strategic and tactical decisions to ensure the identification and satisfaction of customer needs.
All marketing research is carried out in two aspects: assessment of certain marketing parameters for at this moment time and obtaining their forecast values.
The main areas of marketing research are:
Competitor research is about obtaining the necessary data to provide an advantage in the market, as well as finding ways to cooperate and cooperate with possible competitors. For this purpose, their strengths and weaknesses are analyzed, the market share they occupy, the reaction of consumers to their marketing means (product improvement, price changes, trademarks, behavior of advertising companies, service development) are studied. In the analysis of competitors, 4 diagnostic zones are distinguished: analysis of the future goals of competitors; assessing their current strategy; assessment of preconditions regarding competitors and industry development prospects; studying the strengths and weaknesses of competitors. Along with this, material, financial, labor potential competitors, organization of activity management. The results of such research are the selection of ways and opportunities to achieve the most advantageous position in the market (leadership, following the leader, avoiding competition), the determination of active and passive strategies for ensuring a price advantage or an advantage due to the quality of the goods offered.
Monitoring competitors allows the organization's management to constantly be prepared for potential threats and satisfy specific consumer needs earlier and better than others.
Consumer research is the collection, analysis and processing of information about consumers in order to identify and best meet their needs. Consumer research allows us to identify and study the entire complex of motivating factors that guide consumers when choosing products (income, social status, gender and age structure, education). The objects are individual consumers, families, households, and organizations. The subject of the study is the motivation of consumer behavior in the market and its determining factors. The structure of consumption, the supply of goods, and trends in consumer demand are studied. In addition, the processes and conditions for satisfying fundamental consumer rights are analyzed. The developments here include a typology of consumers, modeling of their behavior in the market, and a forecast of expected demand. The purpose of such research is consumer segmentation and selection of target market segments.
Research of the marketing environment is a research activity aimed at meeting the information and analytical needs of marketing and is comprehensive in nature. Comprehensive marketing research includes the study of both the external marketing environment and consumer motivations, and the internal marketing environment: assessment of the production and sales capabilities of the company itself, which operates on marketing principles;
Product research - identifying the main characteristics of a product in the following main areas:
reliability is the ability of objects/products to maintain the required properties, operate without failure, and perform their intended functions within a given period;
durability is the property of a product to remain operational (with possible interruptions for Maintenance and repair) until destruction or other limiting state;
defect-free - the absence of any defects in the product;
safety - presupposes the absence of unacceptable risks to the life, health and property of the consumer during operation.
The objects here are the consumer properties of analogous and competing products, consumer reaction to new products and their future requirements, product range, packaging, level of service, product compliance with legislative norms and rules. The results of the study enable the company to develop its own assortment in accordance with customer requirements, increase its competitiveness, and determine areas of activity depending on various stages life cycle products, find an idea and develop new products, modify manufactured products, improve labeling, develop a corporate identity, and determine methods of patent protection.
Market research is the collection, analysis and processing of data to study market conditions. First of all, the relationship between supply and demand, the share of a particular enterprise in the market, the presence or absence of entry and exit barriers, the type of market, and so on are analyzed. This study is comprehensive.
Marketing research is a five-step process.
At the first stage, the problem is clearly defined and research goals are set.
The second stage is the development of an information collection plan using primary and secondary data. Collecting primary data requires choosing research methods (observation, experiment, survey), preparing research instruments (questionnaires, mechanical devices), drawing up a sampling plan (sampling unit, sample size, sampling procedure) and choosing communication with the audience (telephone, mail, Internet and personal interview).
The third stage is collecting information using off-site or laboratory research.
The fourth stage is the analysis of the collected information to derive average level indicators, variable components from the totality of the data obtained and identify various kinds of relationships.
The fifth stage is the presentation of key results that will enable marketing managers to make more informed decisions.
Based on the foregoing, we can conclude that marketing research is the systematic collection, processing, analysis and interpretation of the results obtained for making marketing decisions. The main areas of marketing research are: competitor research, consumer research, marketing environment research, product research and market research. Marketing research is a process consisting of 5 stages, at each of which characteristic actions are carried out.
marketing research questionnaire supermarket
1.2 Questionnaire in the marketing research system: the concept of a questionnaire, its structure and types
A questionnaire is a series of questions to which the respondent must answer. A questionnaire is a very flexible tool in the sense that to obtain the necessary information, questions can be used that differ in form, wording and sequence, that is, questions can be asked in many different ways. A good questionnaire should: facilitate the answer of the person being interviewed; formulate the question taking into account its influence on the respondent’s answer; allow easy analysis. In this case, the questionnaire must be tested, and all identified shortcomings must be eliminated.
Before launching the study, it is necessary to: conduct a trial survey, the purpose of which is to eliminate obvious errors, inaccuracies, and ambiguities; “closing” those open questions that could not be closed at the stage of developing the questionnaire; timing; drawing up instructions for interviewers.
The questionnaire has the following structure:
Preamble - explains who is conducting the research and why. The survey will be conducted anonymously unless otherwise specified in the plan. Any consequences for the respondent are excluded both in case of refusal and in case of consent; it is also determined how long it takes to fill out the questionnaire;
Passport - (usually 5-6 questions). This includes such issues as gender, age, nationality, marital status, duration of marriage, presence of children, education, field of professional activity, position at the main place of work, family size, salary, cash income per family member and etc. The passport is placed either at the beginning or at the end of the questionnaire;
- “fish” - the main part of the questionnaire, containing the questions for which the entire study was organized. You should start with simple closed questions that require clear answers that do not require much thought. The number of questions must be increased gradually, diluting the number of complex questions with simple, testing, and clarifying ones;
Detector - consists of questions designed to check the attentiveness of filling out the questionnaire, the seriousness and frankness of the respondents, as well as the decency and professionalism of the interviewers themselves. Questions may be repeated (mirrored).
At the second stage, when collecting primary data (information collected for the first time for a specific purpose), a research method is selected. Let us dwell on the survey, since questionnaires are one of the main tools of this particular method of marketing research.
The survey may follow orally or in writing. Oral and telephone surveys are usually called interviews. Polls are divided:
According to the range of respondents (private individuals, experts, entrepreneurs, etc.);
By the number of respondents simultaneously (single or group interview);
By the number of topics included in the survey (one or several (omnibus);
By level of standardization (free scheme or structured, fully standardized);
By polling frequency (one-time or multiple polling).
During the written survey, participants receive questionnaires that they must fill out and return to their destination. IN in this case Mostly closed questions are used, the answer to which is to select one of the given options. The questions are divided as follows:
yes - no questions (sometimes an answer such as “I don’t know” or “neither yes nor no” is provided);
alternative questions, in which you need to choose one, sometimes several, from a number of possible answers;
ranking objects of comparison, for example, cars, based on subjectively perceived advantages;
scaling questions that provide a differentiated assessment of the similarity or difference of the objects being studied.
Different types of questions ask different levels of scales that can be used in the future to measure the value of the characteristic being studied.
When developing questions, you need to proceed from the need for information and the ability of the respondents to give the correct answer. If the researcher is only interested in agreement or disagreement, then a “yes-no” question is sufficient. If you need to make a conclusion about the opinions of the respondents, then it is necessary to use scaling questions.
Questionnaires may include, in addition to questions on the merits of the case, questions that help establish contact with the respondent, and questions that monitor the correctness and authenticity of the answers. In addition, statistical questions concerning the personality of the respondent are used.
Questions that may cause unpleasant feelings, such as shame, dissatisfaction, or a desire to embellish reality, are best asked not directly, but in an indirect form, for example: instead of asking “Do you have a car?” You can ask the question “Who in your family has a car?” When exploring real motives and opinions, methods of projection and association are often used. In the first case, the person being tested is asked to describe a situation or express a possible reaction of a third person to this situation. As a rule, people attribute to others those character traits that they themselves possess, their opinions and ideas. A test is based on the principle of association, finding out what a particular word reminds the subject of, for example: what is associated with the word “summer” and so on (verbal association). The sentence completion test has the same basis, during which the respondent is asked to complete incomplete sentence, for example: “Sports cars are owned by people who...” The response time in both cases must be limited in order to obtain spontaneous judgments.
In marketing research, oral surveys or interviews are most often used. If the survey follows a strictly defined pattern, then we speak of a standardized interview. The representativeness of this form of data collection largely depends on the person conducting the interview. On the one hand, good preparation helps to reduce the proportion of people who refuse to participate in work. On the other hand, it is necessary to take into account the influence of the interviewer on the respondents, which sometimes distorts the results of the survey.
Advantages of a free survey (there is only a topic and a goal; there is no specific scheme):
an individual approach to each of the interviewees is possible, which helps maintain an atmosphere of trust;
It is possible to obtain additional information.
Disadvantages of such surveys:
difficult to record responses;
poor comparability of results;
difficulty in processing data; high costs.
When collecting primary data, marketing researchers have a choice of two main research tools - questionnaires and mechanical devices. A questionnaire is a more common tool. A questionnaire is a very flexible tool in the sense that questions can be asked in many different ways. The questionnaire requires careful development, testing and elimination of identified shortcomings before its widespread use.
There are the following types of surveys:
According to the method of communication between the researcher and the respondents:
press: the questionnaire is printed in a newspaper or magazine;
postal: questionnaires are sent by mail;
distributing: personal delivery and collection of questionnaires from respondents;
publication of questionnaires on the Internet.
Press, mail and Internet surveys are correspondence. With such a survey, there is no direct contact between the surveyor and the respondent. In the case of a handout survey (face-to-face survey), the surveyor acts as an instructor in filling out questionnaires, a distributor of questionnaires, however, the questionnaire is filled out by the respondent independently.
A mail survey is one of the most ineffective types, but if organized correctly, its impact can be significantly increased. To increase the number of people willing to take part in a postal survey, it is imperative to motivate respondents: the response sent will be entered into a prize draw, the first to send it will receive a discount coupon, and so on.
By location:
at the place of residence;
at the place of work;
at the place of study.
In the last two cases, the survey can be group (or classroom).
This type of survey is determined by the nature of the questions (closed or semi-closed).
By completeness of coverage:
continuous: survey of all representatives of the sample;
sampling: surveying part of the sample.
Questioning has both advantages (high efficiency of obtaining information; strict regulation of the procedure allows you to obtain well-structured and comparable results; the anonymity of respondents increases the objectivity and sincerity of the responses received; the possibility of organizing mass surveys and collecting a large amount of data; relatively low labor intensity of the procedures for preparing and conducting research, processing their results; the lack of influence of the interviewer on the work of the respondents; the researcher’s lack of expression of subjective bias towards any of the respondents), and shortcomings (the lack of personal contact does not allow changing the order and wording of questions depending on the answers or behavior of the respondents; the inability to control the correctness of understanding). the respondent’s wording of questions and answers, as well as the respondent’s receipt of clarification in case of misunderstanding; the inability to guarantee the respondent’s exact execution of instructions (in particular, compliance with the order of answering questions); possible impact wording of questions and answers at the respondent's discretion; with absentee surveys, it is impossible to guarantee that the respondent fills out the questionnaire independently, without the influence of other persons). Therefore, questionnaires must be combined with other methods of collecting primary information.
Questionnaires at the present stage are used not only for research consumer preferences, requests, needs, but also to track expert opinions. Some experts in the field of marketing agree that the expert method makes it possible to obtain a variety of information of high predictive value, which is very important in the field of marketing, which, as is known, is an area of rapid obsolescence of information. Approbation of a methodology in which, from the obtained expert assessments matrix is compiled and analyzed, it has shown that it allows you to quickly obtain quantitative estimates enough large number heterogeneous factors.
Thus, a questionnaire is a series of questions to which the respondent must answer. It is a key tool when conducting marketing research by an enterprise. When compiling questionnaires, the marketer must carefully consider how large the contribution of the answer to the formulated question will be for the subsequent actions of the manufacturer. Questionnaires are compiled in order to obtain answers to a variety of questions, which, depending on the objectives of the study, are structured and take on a narrow focus. In order to increase the speed and ease of processing the information received, closed questions are widely used in questionnaires, despite the fact that open questions allow you to get more useful information for the marketing specialist of the customer organization.
It also follows from the above that the classification of questionnaires used in marketing is very diverse. The division of questionnaires by type depends on the selected classification criterion, which determines what exactly will be “found out” using the compiled questionnaire. Recently, the scope of use of questionnaires has expanded: if previously they were used to study consumer behavior, now they are used to track the opinions of experts in certain areas. Every year, new methods for compiling questionnaires and conducting the survey itself appear. The fact is that in modern economic conditions the market is overcrowded with similar goods, and, therefore, the consumer strives to distinguish them not by appearance and other visible characteristics, but also by emotional and psychological components. In general, questionnaires are one of the means of collecting primary information that needs to be quickly processed, as it quickly becomes boring and loses its value for the researcher.
CHAPTER 2. METHODOLOGICAL ASPECTS OF QUESTIONNAIRE IN THE MARKETING RESEARCH SYSTEM
.1 Questionnaire development
Marketing activities in practice are implemented by performing marketing functions - market research, market segmentation and selection of target market segments, product positioning, development of an effective product range, introduction of new products to the market, implementation of a flexible pricing policy, selection of effective sales channels and organization of sales activities, implementation effective communication activities.
At the core methodological approach Assessing the effectiveness of marketing research based on questionnaires must answer three questions:
For what purposes is the questionnaire being developed?
How can the results of marketing research be used?
For whom is this research necessary?
The main method for assessing the effectiveness of marketing research based on questionnaires is the method of expert assessments. Marketers and company managers rank methods for obtaining information based on effectiveness. In this case, efficiency means:
Achieving the goals set by the enterprise with the help of marketing research based on questionnaires;
The impact of rising costs for marketing research based on client surveys on increasing business efficiency;
Changing the client's market position using marketing research.
As a result of this type of analysis, it turned out that conducting marketing research using the questionnaire method is one of the most effective. This is explained by :
due to the fact that it is anonymous and the respondent has little contact with the interviewer, it allows you to collect more accurate and undistorted information: the majority of respondents, during a short conversation after the survey, admitted that they would have hidden some of the information if the organization had conducted the survey on its own, rather than involving them in the research third party organization;
Due to its simplicity, it allows you to quickly collect a fairly large amount of information. It is efficiency that is the decisive factor in choosing a research method;
since questionnaires are one of the cheapest methods of collecting information, it is preferred by more than 80% of the company’s clients.
To collect data, questionnaires are developed. Information to fill them out is collected by taking measurements. By measurement we mean the determination of a quantitative measure or density of a certain characteristic (property) of interest to the researcher. The characteristics of certain objects are measured (consumers, product brands, stores, advertising, etc.). Once a characteristic has been determined for a selected object, the object is said to have been measured against that characteristic. Objective properties (age, income, amount of beer drunk, etc.) are easier to measure than subjective properties (feelings, tastes, habits, relationships, etc.). In the latter case, the respondent must translate his ratings into a density scale (some numerical system) that the researcher must develop.
Measurements can be taken using various scales. There are four characteristics of scales: description, order, distance and presence of a starting point.
The description involves the use of a single descriptor, or identifier, for each gradation in the scale. For example, “yes” or “no”; “agree” or “disagree”; age of respondents.
The order characterizes the relative size of the descriptors (“greater than,” “less than,” “equal to”). Not all scales have order characteristics. For example, one cannot say more or less about “buyer” versus “non-buyer.”
A scale characteristic such as distance is used when the absolute difference between the descriptors is known, which can be expressed in quantitative units. A respondent who bought three packs of cigarettes bought two more packs compared to a respondent who bought only one pack. It should be noted that when “distance” exists, “order” also exists. A respondent who bought three packs of cigarettes bought “more” than a respondent who bought only two packs. “Distance” in this case is equal to two.
A scale is considered to have a starting point if it has a single origin or zero point. For example, the age scale has a true zero point. However, not all scales have a zero point for the properties being measured. Often they only have an arbitrary neutral point. For example, answering a question about the preference of a certain brand of car, the respondent said that he had no opinion. The gradation “I have no opinion” does not characterize the true zero level of his opinion.
Each subsequent characteristic of the scale is built on the previous characteristic. Thus, “description” is the most basic characteristic that is inherent in any scale. If a scale has "distance", it also has "order" and "description".
There are four levels of measurement that determine the type of measurement scale: names, order, interval and ratios.
The naming scale has only the characteristic of description; it assigns only its name to the described object; no quantitative characteristics are used.
Objects of measurement fall into many mutually exclusive and exhaustive categories. The naming scale establishes relations of equality between objects that are combined into one category. Each category is given a name, the numerical designation of which is an element of the scale. Obviously, measurement at this level is always possible. “Yes”, “No” and “Agree”, “Disagree” are examples of gradations of such scales. If respondents were classified according to the type of their activity (nominal scale), then this does not provide information like: “more than”, “less than”.
The order scale allows you to rank respondents or their answers. It has the properties of a nominal scale combined with an order relation. In other words, if each pair of categories of the naming scale is ordered relative to each other, then an ordinal scale will be obtained. In order for scale ratings to differ from numbers in the ordinary sense, they are called ranks at the ordinal level. For example, the frequency of purchasing a certain product (once a week, once a month or more often). However, such a scale only indicates the relative difference between the objects being measured.
The interval scale also has the characteristic of the distance between individual gradations of the scale, measured using a specific unit of measurement, that is, quantitative information is used. On this scale, the differences between individual gradations of the scale are no longer meaningless. In this case, you can decide whether they are equal or not, and if they are not equal, then which of the two is greater. Scale values of signs can be added. It is usually assumed that the scale is uniform (although this assumption requires justification).
The ratio scale is the only scale that has a zero point, so quantitative comparisons can be made between the results obtained.
The selected measurement scale determines the nature of the information that the researcher will have when conducting a study of an object. It also predetermines what type of statistical analysis can or cannot be used.
The process diagram for compiling a questionnaire consists of the following stages, the sequence of which is very arbitrary, since they are all closely interrelated and determine each other.
Stage 1. Determining the necessary information: you need to make sure that the information that is intended to be obtained is fully consistent with all components of the marketing research problem; This is followed by preparing a set of supporting tables and developing a clear picture of the target sample.
Stage 2: Survey Method: Involves testing the selected survey method.
Stage 4. Overcoming the impossibility and reluctance to answer: it is necessary to determine whether the respondent is sufficiently informed; to check the awareness of respondents before questions directly related to the topic, it is necessary to ask filtering questions to find out awareness, knowledge about the use of the product, and previous experience; it is necessary to check whether there are any errors in the questionnaire of time reduction or invention; check whether there are questions containing hidden alternatives that may inflate estimates of the probability of an event occurring. Attention must be paid to whether the respondent can formulate an answer and minimize the effort required from respondents. The reason for collecting the information must be explained. If the information affects the respondent’s feelings, you need to: place questions on similar topics at the end of the questionnaire; before asking a question, say that the behavior being studied is common; ask questions about a third party; hide the question in a group of other questions that respondents want to answer;
instead of asking questions about specific numbers, present categories to answer; Use probabilistic techniques whenever possible.
Step 5: Selecting a Question Structure: Open-ended questions are useful in exploratory research and as opening questions; using structured questions whenever possible; in multiple-choice questions, the answer must include a set of all possible mutually exclusive options; adding a neutral answer option if it is expected that the majority of respondents will answer neutral to an alternative question; consider using split voting to reduce response bias to multiple-choice and alternative questions; if the number of options is too large, you should consider adding another question to reduce the burden of analyzing a large amount of information.
Stage 6. Choosing the verbal formulation of the question: defining the topic from the positions of: who, what, where, when, why and how (six W); usage simple words, corresponding vocabulary respondent; no need to use vague words: as usual, normally, often, regularly, occasionally, sometimes; avoidance of hidden alternatives not explicitly expressed in the question; avoiding directing questions that push the respondent to answer; avoiding hidden assumptions; respondents should not make generalizations or engage in calculations; use of positive and negative statements;
Stage 7. Determining the order of questions: the initial questions should be interesting, simple and not annoying; It is better to place questions about competence at the beginning of the questionnaire; Questions on basic information should be placed first, then classification questions and, at the end, identification questions; complex complex and “sensitive” questions should be placed in the final sections of the questionnaire; general issues must precede specific ones; it is necessary to carefully develop branched questions and cover all possible options; The question located after the branch should be placed as close as possible to the corresponding branched question. Place branched questions so that the respondent cannot guess what additional information will be required from him.
Stage 8. Form and layout: dividing the questionnaire into several parts; numbering of questions in each part; preliminary coding of the questionnaire (assigning a code to each answer); sequential numbering of the questionnaire.
Stage 9. Printing the questionnaire: giving the questionnaire a professional appearance; registration of the questionnaire data in the form of a booklet; using vertical columns for answers; using tables when the same set of categories is used to answer several questions; You should avoid condensing questions to create the appearance of brevity of the questionnaire; placing directions and instructions as close as possible to the relevant issues.
Step 10: Pre-testing: Pre-testing should always be done; testing all aspects of the questionnaire, including question content, words used, consistency, form and layout, question difficulty, and instructions; respondents interviewed during pre-testing should be similar in characteristics to those involved in the actual study; Pre-testing should begin with personal interviews; pretesting can be conducted by telephone, mail, or electronic means if one of these methods is used in the actual study; using as many interviewers as possible for pre-testing; for preliminary testing you need to make a small sample - 15-30 respondents; using protocol analysis and interviews to identify problems with the questionnaire;
after each significant revision of the questionnaire, you need to do another test with a new sample; coding and analysis of answers obtained during preliminary testing.
Marketing practitioners believe that questionnaires should be compiled in such a way that during the research process it is possible to create a socio-economic portrait of the consumer. To do this, the questionnaire must contain the following questions: level of education, family composition, financial situation, age, that is, the socio-demographic block, which is usually located at the end or at the beginning of the questionnaire. In general, it can be noted that the compilation of questionnaires goes through ten stages, which are closely interconnected and organically complement each other. Before you begin to compile a questionnaire, you should determine the goal that it should achieve. Each subsequent question should follow from the previous one and be understandable to the respondent, since the accuracy and reliability of the answer received will depend on the clarity of understanding of the question. It is worth noting that the questionnaire should be very brief (not take much time to complete the survey), so that the respondent does not get tired and clearly gives answers to the questions asked.
2.2Main mistakes when compiling questionnaires
In a carelessly prepared questionnaire you can always find a number of errors. During questionnaire development, the marketing researcher carefully selects questions, their wording, and their sequence. The most common mistakes are asking questions that cannot be answered, that people do not want to answer, that do not require an answer, and the absence of questions that should definitely be answered. Each question needs to be tested in terms of the contribution it makes to achieving the results of the study. Questions that are simply of idle interest should be omitted, since they delay the procedure and get on the interviewee’s nerves. The form of the question may affect the answer.
Marketing researchers distinguish two types of questions: closed and open.
A closed question includes all possible answer options, and the respondent simply selects one of them.
An open-ended question gives respondents the opportunity to answer in their own words. Open questions are posed in a variety of forms. Open-ended questions often yield more because respondents are not bound by their answers. Open-ended questions are especially useful at the exploratory stage of research, when you need to determine what people think without measuring how many of them think in a particular way. On the other hand, closed-ended questions provide answers that are easier to interpret and tabulate.
A questionnaire for quantitative research is usually free, that is, the respondent does not receive money for participation, so it contains only closed questions. They simply won’t want to answer open-ended questions in such a questionnaire. For the same reason, the number of questions asked is limited. Researchers have found that a maximum of 15 questions can be asked in a free questionnaire. This is quite enough to test the target market hypothesis.
The formulation of the question requires caution. The researcher should use simple, unambiguous words that do not influence the direction of the answer.
Special attention It also requires establishing the sequence of the question. The first of them should, if possible, arouse the interest of the person being asked. Difficult or personal questions should be asked at the beginning of the questionnaire, before respondents have time to withdraw into themselves. Questions should be asked in a logical sequence. Questions that classify respondents into groups are asked last because they are more personal in nature and less interesting to the respondents.
When compiling questionnaires, the most common mistakes are:
Researchers must pay attention to the wording of questions. Questions should be simple, understandable and avoid the possibility of double interpretation. The questions should be checked before distributing the questionnaires. The order of the questions is also important. The first question should, if possible, interest the respondent, and it is better to leave difficult and personal questions for last. Otherwise, the person may immediately take a defensive position. Questions should be organized in a logical order.
There are certain rules for developing a questionnaire:
Nelson Mandela's rule. As you know, Nelson Mandela, a fighter for civil rights black majority in South Africa, spent a long time in prison, and then became the president of this republic and proclaimed: “One country - one people.” To paraphrase this thesis, Nelson Mandela's rule when drawing up a questionnaire would be: one question - one action. That is, when a question is asked, a person should perform only one action, and not two or three. If it is necessary for him to perform two actions, then you need to ask him two questions.
Funnel rule. At first simple questions, then complex ones.
Rule of seven. If you have to compare answers with each other, there cannot be more than seven answer options. The average person can juggle no more than seven concepts in their head at once. If, for example, ten options are needed, then this is divided into two questions.
When developing a questionnaire, the researcher must consider the preamble to it. The name of the company must be mentioned, otherwise the consumer may have the wrong opinion, and the interviewer will receive incorrect results.
The following recommendations can be made for those completing the questionnaire:
Do not ask the same respondents frequently;
The completed questionnaire should be carefully developed and tested before it can be used on a large scale.
CHAPTER 3. DEVELOPMENT OF A QUESTIONNAIRE WHEN CONDUCTING MARKETING RESEARCH USING THE EXAMPLE OF TH "YUZHNY"
.1 General characteristics of the “Monetka” supermarket
The first “Monetka” appeared on April 19, 2001 - a Cash&Carry store was opened in Yekaterinburg and in the same month an economy class supermarket was opened on the street. Sulimova, 29.
Steps for developing a retail network:
in 2001:
In April, the first store was opened in Yekaterinburg and by the end of the year the network already had 3 supermarkets.
in 2002:
April, that is, a year later, also in Yekaterinburg, the “Monetka-Super” hypermarket opened in the “Ekaterininsky” shopping center, and on December 17 - the opening of “Monetka-Super” in the shopping center on Amundsen, 65 and at the end of the year - 5 supermarkets as part of the network .
in 2003, the network already included 6 supermarkets.
in 2004: in February - the start of work in Nizhny Tagil, in March - the opening of a store in Revda, in June - the start of work in Verkhnyaya Pyshma and in December - the opening of “Monetka-Super” in Tyumen and Asbest. At the end of the year, the network included 17 stores.
in 2005: in March the “Monetka-Super” supermarket was opened in Ufa and in Polevsky, in July the first store was opened in Pervouralsk and the start of work in Chelyabinsk, and in August “Monetka-Super” opened in Kamensk-Uralsky. At the end of the year, the network included 35 stores.
In 2006: in July - the start of work in the Kurgan region and at the end of the year there were 92 stores as part of the Monetka TS.
in 2007: On April 28, Monetka opened in Surgut and it was the first store in Khanty-Mansi Autonomous Okrug. On May 5, the celebratory opening of the 100th Monetka store took place. Minister of Trade, Food and Services of the Sverdlovsk Region Vera Petrovna Solovyova took part in grand opening The 100th store of the Monetka retail chain in Yekaterinburg on the street. Pekhotintsev, 7a. On October 8, 2007, the first store of the retail chain was opened in Moscow. Thus, TS “Monetka” reached the federal level.
in 2008: in January - opening of the first store in the city of Shadrinsk, in March: the first store was opened in the city of Rezh, in the city of Lyantor and in the village of Fedorovsky. In April: opening of the first store in Reftensky and Krasnouralsk. In June: opening of the “Monetka-Super” supermarket in Langepas and start of work in Degtyarsk. In July: opening of the first store in Nizhnevartovsk, in Artyomovsky, start of work in Sukhoi Log and Serov. In August, the first store was opened in Chusovaya. In September: start of work in Pyt Yakh, opening of the first store in Nizhnyaya Tura, Tavda and Kirovograd. In October - opening of the first store in Kamyshlov. In November: the first store was opened in the city of Sterlitamak, the start of work in the city of Kachkanar, in the city of Novaya Lyalya, in the city of Ishimbay, in the city of Salavat and the opening of the first store in the city of Lysva. In December: the first store was opened in the village of Barachinsky, the start of work in the village of Bulanash, as well as the opening of the first “Monetka-Super” hypermarket in Nizhny Tagil. In 2008, 3 Monetka stores were opened in Moscow and 4 stores in the Moscow region. And at the end of the year, the Monetka TS included 173 stores.
in 2009: in February - opening of the first store in Bisert. In April: work began in Krasnoufimsk, and the first stores were opened in Uchaly and Mikhailovsk. In July: the first store was opened in Turinsk and Severouralsk. In September: opening of the first store in Pokachi, Irbit and Verkhnyaya Salda. In October: opening of the first store in Alapaevsk and Birsk. In November: opening of the first store in Krasnoturinsk, and in December the first store was opened in Verkhnyaya Sinyachikha. At the end of the year, the Monetka TS included 194 stores.
in 2010: in January: opening of the “Monetka-Super” supermarket in Zarechny and Noyabrsk. In March: start of work in the city of Kalya, in the city of Volchansk, in the village of Cheremukhovo and start of work in the city of Tobolsk. In May: the first stores were opened in cities such as Nevyansk, Gubakha, Karpinsk, Neftekamsk and Oktyabrsky. In June: start of work in Yanaul, Gornozavodsk and Solikamsk. In August: the first store was opened in Plast, in Satka, in Yugorsk, in Magnitogorsk, in Nyagan. In September: the first store was opened in Novouralsk, Raduzhny, Belebey and Perm. In November, work began in the city of Kyshtym and in December the first store was opened in the city of Sterlitamak.
Today, the Monetka retail chain is one of the leading retail chains Yekaterinburg and the Ural region. As of January 2011, the network included 235 stores. Of these, 21 are “Monetka Super” supermarkets and 214 are “Monetka” discounters. TS "Monetka" stores operate in the Sverdlovsk, Chelyabinsk, Tyumen, Kaluga, Vladimirovsk, Kurgan, Moscow regions, Khanty-Mansi Autonomous Okrug and Yamal-Nenets Autonomous Okrug, the Republic of Bashkortostan and the Perm Territory.
3.2 Drawing up a questionnaire when conducting marketing research using the example of the TS “Monetka” store
The stores of the Monetka retail chain are very famous supermarkets in Tyumen. Like any other organization, Monetka needs marketing research aimed at identifying overall customer satisfaction with the supermarket, customer satisfaction with the product, and identifying customer impressions of the purchase.
The study, the results of which will be presented below, was aimed specifically at identifying the general satisfaction of customers with the Monetka supermarket, at identifying which factors cause a positive and which negative attitude towards this store. The study was carried out using a survey method, the form of which is a questionnaire. The research tool used is a questionnaire. The results of the study can be used to improve the efficiency of the supermarket by eliminating those shortcomings that are revealed after the study.
To conduct the study, a questionnaire with the following content was developed and used:
“Dear respondent!
We are conducting research, the ultimate goal of which is to determine your overall satisfaction with our supermarket. I would like to know your point of view on some issues within the framework of our research, since it is very important for us to know what you think about the work of the Monetka supermarket. It will take no more than 5 minutes."
1.Your gender:
a) male;
b) female.
Your age:
a) under 18;
e) over 60.
Your occupation:
a) schoolboy;
b) student;
c) worker/employee;
d) pensioner;
e) unemployed;
f) other (specify) ___________________________________ .
Are you married?
Are you satisfied with the products of the Monetka supermarket in general?
a) very satisfied;
b) satisfied;
c) neutral;
d) dissatisfied;
d) very dissatisfied.
If you are unhappy, please indicate why?
How often do you purchase goods from the Monetka TS store?
a) daily;
b) several times a week;
c) several times a month;
d) several times a year;
e) other (specify) ___________________________________.
How long have you been purchasing products from the Monetka supermarket?
a) less than a month;
b) from 1 to 6 months;
c) from 6 months to 1 year;
d) from 1 to 3 years;
d) over 3 years.
How satisfied are you with the products of TS “Monetka” in the following areas?
satisfiedneutraldissatisfiedJustifiable priceQualityPracticalitySatisfyingneedsDesign and appearance
How would you rate the products of this store in comparison with similar offers on the market?
a) much better;
b) better in some way;
c) approximately the same;
e) much worse;
f) I find it difficult to answer.
b) possible;
c) unlikely;
If not, why not?
_____________________________________________________ .
Do you have any problems/difficulties when using Monetka store products?
a) quite often;
b) occasionally;
d) I don’t remember.
If yes, please specify what type of problem?
____________________________________________________ .
Would you recommend the products of this supermarket to your friends and acquaintances?
b) possible;
c) unlikely;
What “could Monetka” do, in your opinion, to increase your level of satisfaction?
_____________________________________________________ .
“Thank you for participating in the survey!”
During the study, 42 respondents were interviewed. Of these, 36% are male, 64% are female. 71% are respondents aged 18 to 24 years, and 29% are from 25 to 34 years old. 90% of respondents are students, and 10% are workers. The majority of respondents surveyed are unmarried - 76%.
To the question “Are you satisfied with the products of the Monetka supermarket in general?” The following responses were received: 48% - neutral, 17% - satisfied, 17% - dissatisfied, 11% - very dissatisfied and 7% - very satisfied. The dissatisfaction is as follows: 48% of respondents explain their dissatisfaction by the fact that the store has a lot of expired goods, as well as poor maintenance of cleanliness and order, constant presence unpleasant odor, 44% of respondents are dissatisfied with the product, the appearance of employees and service at the checkout counters, 8% are not satisfied with the lack of cashless payments.
As for the frequency of purchasing goods in TS Monetka stores, 55% make purchases several times a week, 11% several times a month, 10% every day, 2.4% buy alcohol there on holidays, 7.2% I buy goods at Monetka once a week and 14.4% - only when on the way. The majority of respondents have been purchasing products from this supermarket for over 3 years - 72%, 24% - from 1 to 3 years, 2% - from 6 months to 1 year and 2% - less than a month ago.
When asked about satisfaction with the goods of the Monetka supermarket in certain areas, the following results were obtained: price justification: 79% were satisfied, 19% were neutral and 2% were dissatisfied; quality: 96% - neutral, 2% - satisfied and 2% - dissatisfied; practicality: 71% are neutral, 17% are satisfied and 12% are dissatisfied; satisfaction of needs: 96% - satisfied, 2% - neutral, 2% - dissatisfied; design and appearance: 86% are neutral, 10% are satisfied and 4% are dissatisfied. Evaluation of Monetka products with similar products on the market: 28% of respondents consider the products of this store to be worse compared to similar products in other retail outlets, 24% consider these products to be somehow better, 19% believe that they are about the same , also 19% consider these products to be much worse than similar products on the market and 10% found it difficult to answer this question.
To the question “Will you continue to purchase products from this supermarket?” 72% of respondents answered positively, 24% answered “possibly”, 2% - unlikely, and 2% answered negatively due to the lack of desire to purchase anything there. 10% of respondents would recommend the products of this store to their friends and acquaintances, 60% would probably recommend them, 24% would probably not recommend them, and 6% would not recommend the products of this supermarket to their friends and acquaintances.
When asked about the occurrence of difficulties when using the goods of the Monetka supermarket, 90% answered that there were no problems, 6% of respondents had problems using the goods, but occasionally, and 4% of respondents answered “I don’t remember.” None of the respondents specified exactly what problems arise.
And finally, to the last and most important question, “What can Monetka do, in your opinion, to increase your level of satisfaction?”, respondents gave the following recommendations: improve the quality of service and the appearance of employees - 30%, monitor cleanliness and order in the store - 26%, improve storage conditions for goods - 12%, purchase higher quality goods - 12%, timely disposal of expired goods - 12%, additionally introduce non-cash payments - 6%, expand the retail network - 2%.
Thus, based on the results of the study, we can conclude that customers with TS “Monetka” supermarkets are satisfied to an average degree. This is due to factors such as the presence of a large number of expired goods, poor maintenance of cleanliness and order, the constant presence of an unpleasant odor in the store, poor quality goods, unkempt appearance of employees and poor service at the checkouts and lack of cashless payments. Accordingly, in order to increase the level of overall customer satisfaction with TS Monetka stores, it is necessary to eliminate what causes a negative attitude, namely: promptly get rid of expired goods, monitor the cleanliness and order of the store, purchase better quality goods , improve the quality of service, as well as increase requirements for the appearance of workers, improve storage conditions for goods, and introduce additional non-cash payments.
CONCLUSION
In conclusion, I would like to dwell on the following key points of the topic discussed:
Marketing research is the systematic collection, processing, analysis and interpretation of the results obtained to make marketing decisions. The main areas of marketing research are: competitor research - is to obtain the necessary data to provide an advantage in the market, as well as to find ways of cooperation and cooperation with possible competitors; consumer research is the collection, analysis and processing of information about consumers in order to identify and best meet their needs; research of the marketing environment is a research activity aimed at meeting the information and analytical needs of marketing and is comprehensive in nature; product research - identifying the main characteristics of a product in the following main areas: reliability, durability, defect-freeness, safety and market research. Marketing research is a process consisting of 5 stages, at each of which characteristic actions are carried out.
A questionnaire is a series of questions to which the respondent must answer. It is a key tool when conducting marketing research by an enterprise. The questionnaire consists of 4 parts: preamble, passport, “fish” and detector. The following types of surveys are distinguished:
According to the method of communication between the researcher and the respondents: press: the questionnaire is printed in a newspaper or magazine; postal: questionnaires are sent by mail; distributing: personal delivery and collection of questionnaires from respondents; publication of questionnaires on the Internet.
By location: by place of residence; at the place of work; at the place of study.
In terms of completeness of coverage: continuous: survey of all representatives of the sample; sampling: surveying part of the sample.
Questionnaires should be compiled in such a way that during the research process it is possible to create a socio-economic portrait of the consumer. To do this, the questionnaire must contain the following questions: level of education, family composition, financial situation, age, that is, the socio-demographic block, which is usually located at the end or at the beginning of the questionnaire. In general, it can be noted that the compilation of questionnaires goes through ten stages, which are closely interconnected and organically complement each other. Before you begin to compile a questionnaire, you should determine the goal that it should achieve. Each subsequent question should follow from the previous one and be understandable to the respondent, since the accuracy and reliability of the answer received will depend on the clarity of understanding of the question. It is worth noting that the questionnaire should be very brief (not take much time to complete the survey), so that the respondent does not get tired and clearly gives answers to the questions asked.
The characteristics of some objects can be measured using various scales. There are four characteristics of scales: description, order, distance and the presence of a starting point. There are four levels of measurement that determine the type of measurement scale: names, order, interval and ratios. The selected measurement scale determines the nature of the information that the researcher will have when conducting a study of an object. It also predetermines what type of statistical analysis can or cannot be used.
When compiling questionnaires, the most common mistakes are:
Difficult readability of questions, both semantic and visual;
Difficult sense of perception of information issues;
Too much detail in the answer options, which is difficult to perceive visually;
If there are a lot of detailed questions, you need to present them as graphically as possible (plates, rays), otherwise there is a risk of receiving inaccurate answers;
Some questions are detailed in such a way that the respondent will not give an accurate answer, that is, he will deceive. This is especially true for some personal data, for example, income level. You need to be careful about these types of questions;
There is no need to rely on the personal experience of the interviewer when compiling a questionnaire - he is not always the target audience;
The questionnaire itself should not contain a single word that could offend the respondent if he accidentally glances at it. It is necessary to ensure that there are no unnecessary words in the questionnaire and no words that the uninitiated do not need to know. This is precisely why questionnaires use symbols and various encodings that only researchers know about;
The questionnaire should not contain complex wording or unclear words. It is necessary to focus on the level of knowledge of the respondents.
The following recommendations can be made for those completing the questionnaire:
If you put a check for $1 in this envelope, this greatly increases the positive attitude and motivation of the respondent;
The first paragraph of the questionnaire should contain an explanation of why these questions are being asked and how the respondent’s participation will affect the improvement of the product/service being studied;
You must offer no more than 4 possible answers to the question;
at the beginning of the questionnaire there should be simple and interesting questions;
There is no need to be afraid to touch feelings with questions;
It is important to attach instructions for filling out the form;
At open questions leave enough space for an answer;
Don't post too many questions on one page;
The average size of the questionnaire is 1 page;
Don't ask the same respondents frequently;
Checking the questionnaire on your employees;
You can motivate respondents by inviting them to take part in a lottery, where the completed questionnaire is entered into a prize draw.
The completed questionnaire should be carefully developed and tested - only then can it be used on a large scale.
Thus, when the questionnaire is compiled, it must be qualitatively researched, that is, it must be checked whether all the questions are clear, whether they are interpreted correctly, and whether the person has any confusion in the answers. After this, if necessary, the questionnaire is modified and multiplied by the number that makes up the sample. And either through interviewers or in some other way, this questionnaire reaches the respondents, who begin to fill it out.
The Monetka retail chain is one of the leading retail chains in Yekaterinburg and the Ural region. As of January 2011, the network included 235 stores. Of these, 21 are “Monetka Super” supermarkets and 214 are “Monetka” discounters. TS "Monetka" stores operate in the Sverdlovsk, Chelyabinsk, Tyumen, Kaluga, Vladimirovsk, Kurgan, Moscow regions, Khanty-Mansi Autonomous Okrug and Yamal-Nenets Autonomous Okrug, the Republic of Bashkortostan and Perm region.
The network operates a unified system of discounts using discount cards. The design of all supermarkets is decided in a single corporate style. TS Monetka constantly updates its assortment, offering new items and placing goods in such a way that the buyer spends a minimum of his time. Taking care of its customers, Monetka carries out flexible pricing policy by providing additional discounts.
The study was aimed specifically at identifying the general satisfaction of customers with the Monetka supermarket, at identifying which factors cause a positive and which negative attitude towards this store. The research tool used is a questionnaire. The results of the study can be used to improve the efficiency of the supermarket by eliminating those shortcomings that are revealed after the study.
Based on the results of the study, we can conclude that customers with TS “Monetka” supermarkets are satisfied to an average degree. This is due to factors such as the presence of a large number of expired goods, poor maintenance of cleanliness and order, the constant presence of an unpleasant odor in the store, poor quality goods, unkempt appearance of employees and poor service at the checkout, lack of cashless payments and fraud with products. Accordingly, in order to increase the level of overall customer satisfaction with TS Monetka stores, it is necessary to eliminate what causes a negative attitude, namely: promptly get rid of expired goods, monitor the cleanliness and order of the store, purchase better quality goods , improve the quality of service, as well as increase requirements for the appearance of workers, improve storage conditions for goods, and introduce additional non-cash payments.
Compliance with all these requirements will ultimately, of course, lead to customer satisfaction from TS Monetka stores being at a higher level.
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