Discussion: Marketing Research Surveys
Conducting marketing research is vital to a company's ability to be successful in the long term. However, one of the more time consuming and challenging tasks is creating questionnaires.
Review the information on questionnaire design in Chapter 9 to learn how to develop effective market research surveys.
Discussion Scenario:
Retirement International Magazine has established a strategic partnership with a travel and tourism brokerage firm and has been given exclusive rights to market international travel and tourism packages for senior citizens living in the United States of America. The owner of the magazine has hired you as a research consultant to help identify the types of travel and tourism packages senior citizen readers of Retirement International Magazine would buy. You have been tasked with preparing a questionnaire to survey the thousands of Retirement International readers who are 55 or older. The travel and tourism company has provided four major travel and tourism categories to sell:
1. Exotic beach resort vacations
2. Adventure vacations
3. Luxury vacations
4. Guided tour vacations
As the research consultant, prepare a 10-question survey to determine which of the four travel and tourism categories will likely sell the most vacations.
Directions:
1. Identify a free online survey tool to use in preparing your 10-question survey. The most popular survey building tool on the Internet is Survey Monkey®. Go to the website and create a free account.
2. Using a free survey building tool, prepare a ten- question market research survey to help Retirement International identify the best selling travel and tourism package for senior citizens to be published in the next months publication. You must prepare open-ended, closed-ended, and scaled response questions in your survey.
3. Once completed, copy and paste the URL link to your survey in your Discussion answer response.
4. Describe why each question will help Retirement International identify the best selling travel and tourism package to publish in their magazine.
5. Discuss your experience using the survey building tool.