Survey Example Identification and Review

Learning Objectives

After completing this assignment, students should be able to

• Identify new product development, brand, and satisfaction survey types
• Demonstrate best practices in survey design
• Understand how common survey types are used by industries

Instructions

Chapter 5 focuses on three common types of surveys developed throughout multiple industries:

1. New product or service development surveys
2. Brand perception surveys
3. Satisfaction surveys

Survey design is one of the most (if not the most) critical stages in the survey research process. Careful attention to detail must be given to the construction of the instrument. Remember the saying: garbage in, garbage out. Incorrect or poor survey design will always produce a flawed output. Researchers must strive to create an instrument that is clear and concise and that measures what it is purported to measure.

Step 1: Survey Example Collection

Search online for one of each of the following major market research survey types outlined in the courseware:

1. New product or service development survey
2. Brand perception survey
3. Satisfaction survey

Step 2: Survey Example Discussion

In a recorded video post, live classroom discussion, or discussion board post (ask your instructor for details), provide your examples via links to the surveys or screenshots.

Address the following:

• Why this survey example best fits the type of survey in the courseware
  • What components are similar? What components are different?
• What the client is likely hoping to obtain with the results
• A critique of the survey instrument (i.e., what works well and/or what could be improved) should be included with special attention to best case practices in Chapter 5.
  • Comment on
    • The use (or non-use) of overall measures
    • The use (or non-use) of open-ended questions
    • The use (or non-use) of demographic questions
    • Question sequencing
    • Survey length
    • Response options and scaling

Step 3: Discussion

Review your peers survey example overviews, and add to the discussion while demonstrating knowledge of Chapter 5 concepts.

Discussions may include:

• How peer examples differ from your examples
• Whether or not you agree with the identified best case practices
• How you might edit one of the surveys to make it more valid (to assure it will measure what it should be measuring)