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BUS 461: Marketing Research: Phase 3: Data Collection

Phase 3 Objectives

Phase 3: Data Collection Objectives:
Your group will be responsible for:

  • Identifying the research method you used
  • Gathering and analyzing data from primary research collected via interviews, surveys, observations, etc.
  • Presenting results to your class both orally and in writing
  • Performing a peer review of other groups' work

The resources below provide you with tools that can help you in your data collection endeavors.

Google Forms Data Analysis

If you chose Google Forms as your method of data collection, there is a built-in analysis feature that will provide you with nice graphs and charts that can be copied/pasted into your presentation and project documents. Follow the steps below for accessing this feature:
 

  1. When you create a Google Form, you will notice the automatic creation of a separate spreadsheet. All responses to the form will be automatically sent to the spreadsheet.
    google form feedback
     
  2. Within the spreadsheet, click the form menu and choose summary of responses. Alternatively, you can get to the summary of responses from the edit mode of your form. Simply choose view responses from the menu.
    google forms summary of responses
     
  3. What displays will be a graphical depiction of your response data.
    data graph

When you are ready to copy and paste a graph into your document or presentation, you can accomplish this one of three ways:

  1. On a PC, use the snipping tool (found by typing snipping tool into the Start menu search bar) to select the graph you want to showcase.
  2. On a PC, use the PrtScn button on your keyboard to copy your entire window. Paste what you copied into a word document and use Word's crop tool to crop only the portion of the image you wish to use.
  3. On a Mac, press Command + Shift + 4 on your keyboard. Your cursor will change to a crosshair pointer. Use the pointer to drag and select the portion of your graph you wish to capture. When you release your mouse, a screenshot .png file will be placed on your desktop that can be inserted into your document or presentation.

Survey Monkey Data Analysis

If you chose SurveyMonkey as your method of data collection, there is a built-in analysis feature that will provide you with charts that can be copied/pasted into your presentation and project documents. Follow the steps below for accessing this feature:
 

  1. After creating your survey with SurveyMonkey, and once responses are collected, you will see a response summary that provides details on the total number of responses and response volume by date
    survey monkey survey summary
     
  2. To view the analyzed data in graphic form, click Analyze Results from the tabbed menu.
    survey monkey analyze results
     
  3. What displays will be a graphical depiction of your response data.
    survey monkey chart

When you are ready to copy and paste a graph into your document or presentation, you can accomplish this one of three ways:

  1. On a PC, use the snipping tool (found by typing snipping tool into the Start menu search bar) to select the graph you want to showcase.
  2. On a PC, use the PrtScn button on your keyboard to copy your entire window. Paste what you copied into a word document and use Word's crop tool to crop only the portion of the image you wish to use.
  3. On a Mac, press Command + Shift + 4 on your keyboard. Your cursor will change to a crosshair pointer. Use the pointer to drag and select the portion of your graph you wish to capture. When you release your mouse, a screenshot .png file will be placed on your desktop that can be inserted into your document or presentation.

Survey Tools

Survey Design

Before including a question in your survey or questionnaire, ask yourself: "how will I use the data gathered?" If the question doesn't directly address the research question, it shouldn't be included. Consider the following as you think about your survey design:

  • Demographic Questions: age, gender, household size, household income, profession, education level, and location
  • Buying Patterns: 
    Do you purchase _____?
    How often do you purchase _____?
    How long does it take you to make a buying decision?
    What is your typical budget for _____?
    How far would you travel to make the purchase?
  • Benefits Questions:
    What feature do you look for when you purchase _____?
    What problems motivate you to purchase _____?
    What needs are you trying to meet when you purchase _____?

The questions above are simply examples that can help you begin writing your survey questionnaires keeping in mind that multiple choice or scale-type answers will need to be developed alongside what's above.