5. How can a market research survey be designed? When designing a survey, questions must be carefully worded to ensure accurate data is collected. The people interviewed should clearly understand the questions being asked. The types of answers sought can include: (a) direct responses (b) multiple choice
(c) a range of responses (d) open-ended responses
See the examples (a) – (d) in Lucy’s market research survey below. Case Study Lucy’s Market Research Survey Purpose:
Survey of parents with small children about their attitudes to hiring a party performer for their child’s birthday party Market Researcher: Lucy Foley
(a) Direct responses (interviewer ticks appropriate answer) Question:
Answer:
Yes No
Don’t know q
(b) Multiple choice (interviewee selects just one response) Question:
Answer:
€0 q €5 q €10 q €15 q
€20 q €25 q €30 q
How much would you be prepared to pay per hour for a children’s party performer?
Other (please indicate) ______________________
(c) A range of responses (more than one answer can be selected) Question:
