Notes on Business Surveys


1 – What are the six common ways to get information (include a short description of each)?

1 – Literature search: review all readily available materials, such as trade publications, newspapers, magazines, annual reports, and any other published materials.

2 – Talking with people: meetings with customers or suppliers or business conversations at trade shows, seminars, and association meetings.

3 – Focus groups: exploring people’s attitudes and ideas by holding a group 6 to 20 people in a conference-like setting with a moderator.

4 – Personal interviews: one person interviewing another person for personal and detailed information. Usually from a written survey, and the interviewee’s answers are taken verbatim.

5 – Telephone surveys: using 100-400 respondents to probe information in usually less than ten minutes. The script is usually the same as a written questionnaire.

6 – Mail surveys: sending mail to survey a large sample size. These usually take eight to twelve weeks to complete, and do not have an interviewer.

2 – What are the five advantages of written questionnaires?

1 – Cost-effective in comparison to face-to-face interviews.

2 – Easy to analyze.

3 – Familiar to people.

4 – Reduce bias by not having an interviewer or a middle man.

5 – Less intrusive than telephone or face-to-face surveys.

3 – What are the four disadvantages of written questionnaires?

1 – Possibility of low response rates, which lowers confidence in the results.

2 – Inability to probe responses. These leave little flexibility to the respondent.

3 – The respondent may not be who the mail was sent to and intended for.

4 – They are not suited for everyone.

4 – What are the twelve qualities of a good question?

1 – Evokes the truth.
2 – Asks for an answer in only one dimension.
3 – Can accommodate all possible answers.
4 – Has mutually exclusive options.
5 – Produces variability of responses.
6 – Follows comfortable from the previous question.
7 – Does not presuppose a certain state of affairs.
8 – Does not imply a desired answer.
9 – Does not use emotionally loaded or vaguely defined words.
10 – Does not use unfamiliar words or abbreviations.
11 – Is not dependent on responses to previous questions.
12 – Des not ask the respondent to order or rank a list of more than five items.

5 – What is validity? Data that will measure what it is intended to measure.

6 – What is reliability? Asking the same type for information from all respondents.

7 – What are the two types of survey questions?

1 – Open ended

2 – Forced choice

TASK: Your task is to create a survey which could be used to help Frank Almeda (remember the guy who wants to start a sporting goods store in New York City) figure out which sports his potential customers (and/or their families) are involved with as well as what product they feel he should sell.

Questionnaire/Survey Guidelines

1. Your questionnaire must be 10 questions (no more, no less).
2. The entire questionnaire must fit on ONE PAGE (in this document).
3. You must have a TITLE at the top of your survey.
4. It must ask questions about who is taking the survey (i.e. gender, age, or other demographic/psychographic questions).
5. Each question or section needs to be numbered.
6. Questions can be FORCED CHOICE (multiple choice, true/false, rank, etc.) OR OPEN-ENDED.

Sporting interests survey

1. What sports do you/ your family members currently play?

2. What sports do you/ your family members watch (on television or in person) regularly?

3. At what store(s) do you primarily shop to buy sports equipment?

4. At what store(s) to you primarily shop to buy sporting clothes?

5. Which brands of sports clothing do you prefer?

6. How many people are in your household?

7. How old are you? (Choose one.)
A) 10-20 B) 21-30 C) 31-40 D) 41-50 E) 50+

8. Are you a male or a female? (Choose one.)
A) Male B) Female

9. How many school-age (kindergarten to senior in high school) children are in your household? (Choose one.)
A) Zero B) One C) 2 D) 3 E) 4+

10. What are important factors in your purchase of sports clothing? (Choose top two.)
A) Price B) Quality of material C) Brand
D) Employee persuasion E) Fit D) Color/ design