Chapter 4: Marketing Research
E-ACTIVITY: CONDUCTING SURVEYS (p. 138)
Activity: Take and Design Online Surveys
In this activity, you will complete online surveys and learn about the
different ways in which Internet survey questions can be set up. Once
you have learned more about how to design a survey you will be asked to
design a short survey for a service.
Working with a partner, visit the Environics Group's
Web site and complete the Environics'
(which is shown on page 139 of your Student
Book). What kind of "techno-person" are you? Do you think
that the results of this survey describe your relationship with technology
accurately? How well do you think the questions match the purpose
of the survey? Discuss with a partner.
Now visit Survey
, a company that produces software products for conducting
surveys online, and read their demonstration surveys: Airline Passenger
Survey, Automotive Customer Service Survey, and Smitty's Food Center
Survey. What kind of questions are asked in each of these surveys?
What purpose would the surveys fulfill for the marketers of the different
Now it is your turn. With your partner, design an
online survey consisting of 10 questions on one of the following topics:
"Internet Use" or "Cellular Phone Use." Set your
questions up on a piece of paper, as they would appear on the respondent's
screen. Be sure to remember the purpose your survey is to serve and
the audience who will be answering your questions. Conduct your survey
with a small group of fellow students to be sure that the wording
of all your questions is clear.