A common reason for conducting surveys is to help organizations determine what to prioritize, by determining which aspects have the biggest impact on customer satisfaction, loyalty, or advocacy.Join Jeffrey Henning of the MRII and Keith Chrzan of Sawtooth Software for this how-to session, which will start with a simple example of how to do a basic driver analysis and will then introduce advanced analytics that can make it more powerful.Topics to be covered include:- How to develop a questionnaire to use for a Key Driver Analysis;- How to use correlation and perceptual maps for a basic Key Driver Analysis;- What additional, more complex analytical techniques to consider, along with free resources to apply them.
Our approach enabled us to deliver findings that were grounded on naturally occurring consumer conversations about the condition. Incorporating social intelligence allowed us to build a picture of the sufferer journey not limited by structured questionnaire design or constrained by the time a primary qualitative approach would have taken. However, whilst it provided us with a blueprint there were knowledge gaps, we needed further context behind why patterns in behaviour were happening and only a primary asking phase could provide us with this insight. There has been at times a reluctance amongst market researchers to understand and embrace the change that is upon us, but in order to keep up with the demands on our industry and the change amongst participants, we have to start looking beyond our traditional toolset. Whether you're using data derived from social media activity, Google search activity or transactional data, the fundamentals of market research are ever-present applying these means were not tackling something new, it's simply an evolution. There will always be a place for surveys and primary data collection, however through integrating developing approaches such as social intelligence we can ensure we ask the right questions at the right time.
Our approach enabled us to deliver findings that were grounded on naturally occurring consumer conversations about the condition. Incorporating social intelligence allowed us to build a picture of the sufferer journey not limited by structured questionnaire design or constrained by the time a primary qualitative approach would have taken. However, whilst it provided us with a blueprint there were knowledge gaps, we needed further context behind why patterns in behavior were happening and only a primary asking phase could provide us with this insight. There has been at times a reluctance amongst market researchers to understand and embrace the change that is upon us, but in order to keep up with the demands on our industry and the change amongst participants we have to start looking beyond our traditional toolset. Whether you're using data derived from social media activity, Google search activity or transactional data, the fundamentals of market research are ever present applying these means we're not tackling something new, it's simply an evolution. There will always be a place for surveys and primary data collection, however through integrating developing approaches such as social intelligence we can ensure we ask the right questions at the right time.
This paper describes methodological issues concerning the Association Pattern Technique, a method to quantify means-end chain structures. The method provides understanding in the way consumers are motivated to choose specific products. The main focus is on the experience and difficulties encountered, in using this method in Europe and China. The topics addressed include development of the questionnaire; analysis of the data; application for the business; and challenges ahead.
The paper briefly shows the different possibilities and important factors for designing web surveys. It also describes results of an evaluation study that compared web with telephone interviewing. Variables like recruiting methods, motivation for respondents and questionnaire design were controlled and their impact on different survey characteristics measured.
In order to clarify our thinking about questionnaire design, it will be helpful to break down the issues associated with it into distinct groupings. A useful four way classification of these groups is as follows: a) meeting research objectives b) obtaining valid and reliable data from respondents c) facilitating the interviewers task and subsequent data processing d) achieving and maintaining respondent involvement. Groupings b), c) and d) are dealt with in the individual sections of this chapter. However, the first group of issues connected with meeting research objectives deserves special mention at this preliminary stage.
Questions may be presented as open-ended, dichotomous or multiple choice. Which Is the best format? This depends very much on the aim of the particular question, for instance whether you are looking for as wide a range of responses as possible, or sensitivity In highlighting different answers, or just to act as a filter for questions which will follow. One factor is certain: In survey research there is a strong practice: a) case for closed or multi-choice questions because they allow pre-coding. This means faster production and lower costs. Pre-coding also means more likelihood of valid data: there are fewer opportunities for lapses of memory on the part of the respondent and for Incorrect recording by the Interviewer. Having said this, it is equally true to say that too many questions In one format can lead to a boring questionnaire, so try to be like a good cook and provide some variety!
Questionnaire design must be regarded as one of the most critical phases of a market research survey because if the required information is not covered adequately or if the questions are not asked properly then no amount of clever interviewing or ingenious post-analysis, either by man or by computer, can put things right. In this respect. It allows even less flexibility than samplIng. To construct a good questionnaire is a task which is both difficult and interesting. There is a veritable minefield of obstacles to be overcome, but at the same time there exists a series of quite simple rules to guide us through these successfully. Therein lies part of the interest. The other interest lies in the fact that each new survey brings with It Its own particular set of problems. The challenge is a real one each time.
In market research, the question-and-answer business is not so simple, and the ease of furnishing answers in everyday life may involve dangerous pitfalls. In social intercourse, it is most likely that what is important for our respondent is important also for us who have made the inquiry. In market research interviews, we cannot rely upon this good fortune. The purpose of our why questions is to discover all of those factors which determine the purchases of a certain group of people; or, to put it more exactly in anticipation of a later part of this paper, we want to know all the determinants of a certain sort. Such knowledge should permit us to increase our future efficiency in this field by providing a more complete and accurate basis for anticipating demand factors of the market.
This paper looks at the lessons that have been learned in providing a continuous measurement of tourism in GB in terms of questionnaire design, sampling and analysis. The paper draws on the experience gained by NOP Market Research Ltd in monitoring tourism in Britain for both the British Tourist Authority (BTA) and the National Tourist Boards of England, Scotland, Wales and Northern Ireland. The BTA has carried out an annual survey measuring the 4 + night holiday taking habits of the British population since 1960 and the National Tourist Boards have been monitoring "all tourism" since 1972. NOP Market Research Ltd has carried out both these surveys since the beginning of the 1970s.