El primer curso de este especialización consta de dos bloques que te proveerán de los conocimientos necesarios para comenzar tu trayectoria en Marketing. Aprende las herramientas y técnicas para convertir una decisión en una investigación real, esto lo verás en el primer módulo: Investigación de Mercado. Cómo plantear la investigación, analizar los datos recogidos, interpretarlos correctamente y comunicarlos a través de recomendaciones precisas serán algunas de las cuestiones tratadas en este curso. El segundo módulo se enfoca en el proceso de toma de decisiones por parte del consumidor, resaltando los momentos clave en el proceso de compra y consumo de un producto. Adapta tu enfoque “cliente-céntrico” en decisiones de marketing mediante el análisis de cómo tus clientes toman sus decisiones, reflexionando en qué sucede en sus corazones y mentes al momento de tomar decisiones y analizando las variables que son influyentes para tomarlas.
4.4 Diseño de cuestionario
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Investigación de mercados y comportamiento del consumidor
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Marketing Research Data Collection & Analysis
En el último Módulo de este curso, aprenderá con mayor detalle los distintos tipos de datos recopilados durante el proceso de estudio de mercado y cómo evaluarlos. También se explicará la importancia de una encuesta eficaz y cómo crearla. En la segunda mitad del curso, explorará el mundo de los estudios de mercado.
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Shameek SinhaProfessor
Marketing
[MUSIC]
So far we have looked at the different types of primary data and
also the different measurements scales for secondary data.
Today we are going to go back and look at a method of data collection for
primary data, that is through survey research.
One of the most important considerations under survey research
is the design of the questionnaire.
So when you are designing a questionnaire for
survey research in order to collect primary data.
What are the things you need to keep in mind?
First one you have to remember is
specification of the information which you need.
Of course, unless you have a specific objective and
you know what kind of data you need to collect, you can design a good survey.
The second thing which you need to remember when designing a questionnaire,
is determining the type of questions you want to put in the questionnaire and
method of administration.
So do you want to put open ended questions or closed questions?
Also, you need to remember whether you want to put the survey online or
do it offline, and so on and so forth.
So these things are very critical when you're designing a survey.
The third thing you have to remember when designing a questionnaire
is to determine the content of the individual questions.
So normally what happens is,
if you put a question with too much words, it might actually
backfire because the respondents might not be willing to read through all the text.
So it's better to have questions which are much more concise an precise.
So this is why it's important to remember what
content you want to put in the questions.
The fourth consideration which you need to remember when designing a questionnaire
is to determine the form of response to each of the questions.
So do you want to put a open ended scale,
do you want to put a ratio scale, do you want put a interval scale and so on.
So that would also determine how
the respondents are going to get back to you with their questionnaire responses.
The next important factor which is important when designing a questionnaire,
is the wording of each question.
So you have to look at what kind of words you put.
Do you put certain sensitive words, or maybe no?
Do you want to put certain words which actually ask for personal information?
Maybe no.
So these are things which are very important to remember.
The next important aspect is the determining the questionnaire's sequence.
So you always have to consider maybe putting that easier questions at
the beginning, then throughout the middle put the more tough questions.
And towards the end you put again some easier questions.
In fact, we are going to discuss more on the wording and
the sequence of the questionnaires later on in this video.
However, let's get back to the aspects which are important to remember
when you are designing a questionnaire.
The next aspect you want to remember when designing a questionnaire
is determining the physical characteristics of the questionnaire.
So, what kind of paper you want to put the questionnaire on?
Or maybe if you're doing it online, what kind of background color and
what kind of environment fonts you want to put in the questionnaire?
The final aspect of designing a questionnaire
is to pretest the questionnaire on a small sample and revise it if necessary.
Why is this important?
Because there might be certain aspects in the questionnaire,
certain kinks, which you need to straighten out
before you actually run the questionnaire on your desired sample.
The next thing which you are going to look at is a few examples of questionnaires.
Let's think about a case where you are trying to measure the purchase intention
of your consumers.
You can use something called Choice based conjoint analysis, or maybe
you can use some open ended questions which are dichotomous, and so on.
You can also use some kind of form of response on that questionnaire,
or maybe you use something called Associated pattern technique.
Where you are asking your respondents to pick out of many options.
Now what is associated pattern technique?
Here, the survey is done in terms of two matrices.
First one is called the Attribute-Benefit Matrix where you have multiple
options for the different attributes and multiple options for the benefits.
And the respondents choose one of those attribute-benefit combinations,
or maybe multiple attribute-benefit combinations.
The second matrix, which you'll use in associated pattern technique
is called the Benefit-Value Matrix.
What is this?
This is again, similar to the attribute benefit matrix but
here you are looking at the combination of the benefits.
A set of benefits and a set of values and
the respondents choose one or more of these benefit value sets.
Now we are going to go more deeper into certain
aspects of a questionnaire which are most important to remember.
The first one is the wording of the questionnaires.
As I mentioned, this is important because you need to determine what kind of wording
each question will have because otherwise you'll make certain common mistakes.
What are those mistakes?
Let's say you use certain complicated words instead of using simple words.
That might actually put off your potential respondents.
Also, avoid using ambiguous words or questions, or
maybe avoid using leading questions.
Finally, you also have to think about whether your questions which you
have put in your questionnaire are double-barreled.
Or even there are clear instructions in your questionnaire to understand
all the questions very clearly so that the respondents can answer them efficiently.
The next important aspects of understanding a questionnaire
is determining the sequence of the questions you put in.
Remember always use simple,
interesting open ended questions or opening questions and rather.
Because unless you put simple questions in the beginning,
it will be very tough to keep the respondent engaged.
Usually use a funnel approach which is
asking broad questions in the beginning then narrowing down
to more specific questions as you go ahead in the questionnaire.
Also, carefully design branching questions.
And finally place difficult or
sensitive questions near the end of the questionnaire or maybe hide them
between a couple of easier questions.
That way your respondents will have
much more convenience in answering those questions.
The final aspect of questioner design which you need to remember
is the sequencing of the questions.
How do you order the questions?
Usually it's a good idea to start with simple, interesting questions.
Because that would definitely help in the response
from the potential respondents because they understand them very well.
Also use a foundling approach that is ask broad questions first.
And then narrow down to more specific questions.
Remember also that you should design carefully the branching questions.
So you have a broad question and then how you go into different
smaller specific aspects, that has to be carefully orchestrated.
Finally, you have to place the difficult or sensitive questions near the end.
Because that's when probably the respondent
is much more comfortable with the questionnaire.
Or maybe hide them in a couple of questions in the middle,
because that way the sensitive questions
are not going to affect the respondents of feelings or emotions and so on.
So this is how we are going to look at how you design a questionnaire.
In the next video, we are going to look at different measurement instruments for
psychological variables because, why are we covering this?
Because it's very important to remember that most of the primary research we took
covers certain behavior and psychological aspects of consumers.
And for which, you need to remember how you design the questions
because otherwise, some of the responses will be biased.
And you will not get to analyze the data the way you want to.
So see you in the next video, thanks.
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