Asking the right questions: how to design market research questions that actually get you the information you need. Many new social entrepreneurs think that market research is easy; just pull together a few friends or colleagues, ask them their opinions and ta da!…you have the information you need to build a commercial empire. Not really. Asking a question of a potential customer is actually more of a science than a conversation. This course will help you refine your market research by asking the right questions. You’ll understand how to write clear concise questions that restrict bias, avoid ambiguous answers, prevent leading the respondent, clarify assumptions, and get information that you really need to help you make business decisions.
Overall Learning Goal
After completing this learning module, learners will be able to draft effective, concise, and meaningful market research questions to be used in surveys, questionnaires, focus groups, interviews and other primary market research). The course helps participants define what they need to know, avoid common pitfalls and mistakes, and actually draft a set of questions to guide the development and promotion of their business.
To help achieve this learning goal, learners will…
Understand and be able to explain the following key points…
- The difference between market research and marketing research
- Know why and when primary research tools are appropriate to build a social enterprise
- The importance of market segmentation in crafting effective survey questions
Be able to use the following skills, tools, processes, procedures…
- Understand and apply a checklist to prevent the common mistakes and pitfalls of market research questions.
- Apply both market segmentation and the four “P’s” of marketing in the crafting of market research questions
- Be able to do a self assessment of their own surveys and questionnaires
Actually do the following tasks…
- Outline and document what data is needed from primary market research for their business
- Avoid common pitfalls in designing market research questions
- Craft a set of questions that will get relevant information from respondents
By completing/passing this course, you will attain the certificate Course Completion Badge
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