At first glance, surveys provide superficial information that can tell little about anything. It's a delusion. Well-designed questions for the questionnaire will help to collect valuable data about users, their requirements for the product / service and attitude towards the brand. How to write a customer survey questionnaire.
Before compiling the questionnaire, preparation is needed: analysis of the audience, competitors and information about the company.
As a rule, preparation for compiling a questionnaire depends on the type, goals and objectives of the study, customer requirements and other factors. Usually, before compiling a survey, an analysis is made of materials from printed and electronic specialized publications, reports on researched and related topics. In addition, there is the option of compiling a questionnaire according to a template.
Service representative « »
When conducting a personal interview, you see the reaction of the respondent, you can change the order, the number of questions during the survey. For a questionnaire, it is more difficult to compose questions that respondents want to answer. You need to be a specialist in many areas: psychology, marketing, sociology and others.
The main thing is to talk to a person like a person, not like a robot. Build a conversation, not just go through a list. In large-scale studies, 1 person should interview no more than 5-7 respondents. This will help maintain interest in each interviewee.
Yuri Belkanov,
strategic marketing agency project coordinator « »
Question types
Consider what types of questions are used in the compilation of the questionnaire. There are only 4 types.
open
They mean a long answer. For example, why did you choose this particular service? Answering, the respondent can name not only positive qualities, but also indicate the shortcomings found. Customers do not always talk about minor, but unpleasant defects in the product / service. This is reflected in repeated purchases and evaluation of the company's service as a whole. Questionnaires with open questions will help to find out such details. The disadvantages of this type of questions include the reluctance of people to spend time thinking about the answer and writing it.
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Closed
To such questions, several answers are offered, from which the respondent chooses the closest or most acceptable. Did you find the information on the site helpful? - Not really". In this case, even if the user has a great desire to make a complaint or note what he liked and was most useful, he will not be able to do this. Alternatively, you can supplement the survey with an offer to leave a detailed review.
Clarifying
Used as an auxiliary to open questions. Designed to get more information from users. These include the questions “what exactly?”, “why?” etc.
mixed
The questionnaire contains 2 or 3 types of questions. Alternating the types of questions will help the client complete the entire questionnaire: it is easier to answer open questions after several closed ones.
Choose the type of questions according to your purpose. If the analysis of the questionnaires shows that at a certain stage some of the respondents “fall off”, come up with an incentive to complete the survey. For example, the international community offers respondents financial incentives.
When drafting questions, there are not many ways to influence the interest of respondents. But here are some of them: a personal appeal to the respondent, the use of a certain logic and sequence of questions. Gamification also helps – we invite respondents to imagine a certain situation and their actions. The relevance of the ongoing study, the presence of controversial and discussed issues and visualization are important. .
Service representative « »
How to ask questions
"I'll go mad soon," said Morran.
– Before us are the clues of the entire Universe, but they will open only with the right question.
- Where do we get these questions?
"The Right Question" by R. Sheckley
In order not to go crazy, you need to remember the simple principles of formulating questions.
Brevity is the soul of wit
The questionnaire should not be associated with the work of Leo Tolstoy "War and Peace". Simple and short questions with a minimum of obscure terms are the key to a successful survey. If you can’t avoid terms, then be sure to decipher them.
Our company conducts its own research, and also carries out an expert assessment of customer profiles. We have identified common mistakes in the preparation of questions: violation of the logic and sequence of questions, lack of awareness of the respondents. There are too "direct" questions that indicate the expected answer. Respondents are repelled by a large number of questions, the answer to which requires a lot of time.
Service representative « »
Let the client choose the answer
Do not put in the question the desired answer: "How often do you buy XXX cookies?". Questionnaire research will be reliable if you start asking from afar. Ask if consumers actually buy confectionery. Then gradually narrow the circle, leaving a few positions to choose from.
Use a neutral delivery style. “How do you rate the new service of our firm?” - permissible. “Check out our great new service” is a definitive no.
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Special attention to sensitive topics
These topics include politics, socially unacceptable behavior, health, finances, and others. To get a sincere answer, you will have to use psychological techniques. It helps to move beyond the limits of unacceptable behavior with the phrases “it happens to everyone”, “everyone has flaws”. There is a human factor “I am not worse than others”, which helps the respondent to open up.
For sensitive topics, there is no universal method for compiling a questionnaire and formulating questions. Carefully study the target audience with which you will have to work, and be creative in filling out the questionnaire.
Keep in mind that the respondent will either not answer the questions asked “on the forehead”, or will give a socially approved answer. Only in the case of anonymous surveys does the likelihood of receiving truthful answers to most questions increase, which is confirmed by .
Do not break the logic of the questions
Make a plan of questions, make sure that there are no jumps from topic to topic. All this will help the respondent to concentrate and answer, moving from one topic to another.
More complex questions that require attention and pause for reflection, put at the beginning of the survey. Remember, a tired user will not give an objective and thoughtful answer to important questions if they are at the end of the questionnaire.
To the question: "What is an elephant?" you can get dozens of different answers. It all depends on what angle you're looking at...
You think that everything in the questionnaire is clear and accessible, the questions are written correctly and clearly. Are you confident in the good results of the survey? Slow down. Do a trial test of the questionnaire on a group of disinterested persons.
Perhaps you did not even suspect that the question “How did you choose a new job?” you can get two answers. Some respondents will answer in what ways they searched, while others will describe the emotional component: they liked it, it fit according to some criteria.
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In conclusion
At the beginning of each questionnaire, place information about your company, the purpose of the survey, and detailed instructions for completing it. Do not forget about the requisite part for respondents, in which specify gender, age, profession and other data.
To check the veracity of the answers, evenly enter the control questions in the questionnaire: paraphrased main ones. For example, the main question is “Are you satisfied with the quality of the service?”, the control question is “Do you want to change the service to another?” or “Suppose you were offered a similar service, would you give up the main one in favor of an alternative?”. This approach will make sure that the interviewee claims.
A correctly compiled questionnaire and a competent analysis of the target audience is half the battle. The most important moment comes after the collection of questionnaires. This is an analysis of the results. Involve specialists by indicating to them the purpose of the survey, so as not to make a mistake in the step from completing the study.
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Research problem:
Currently, there is an irritable attitude of students of technical specialties to the presence of courses in the humanities in the list of compulsory subjects. Students argue that these subjects are uninteresting, and it is not necessary to study them. This attitude to the subject is the cause of poor relationships with the teacher. Often, such students have difficulties in preparing and exams or tests. Some pass on an unsatisfactory assessment.
Purpose of the study:
The main goal is to identify trends in the attitude towards the humanities of BSUIR students of various faculties and specialties.
Object of study:
Students of all faculties of BSUIR.
Subject of study:
The attitude of BSUIR students to the humanities.
Research tool:
Questionnaire of 11 questions. Both closed and open questions are used.
Information collection methods:
The survey method is a formalized questionnaire.
Research objectives:
To identify and compare the attitude of students from different faculties to the humanities.
Find out the degree of need for the humanities.
To determine what role the humanities play in the life of students.
Explore their suggestions for changing the way the liberal arts are presented.
Research hypothesis:
The attitude of BSUIR students to the humanities directly depends on their specialty.
The older the course, the more negative the opinion on this issue.
Senior courses irritate the humanities.
Students will propose to introduce courses in the humanities as optional.
Questionnaire
Dear respondent! We, students of FITIU, ask you to take part in a sociological study " EDUCATION AND HUMANITIES". Please answer a number of simple questions, it will not take much time. To correctly complete the questionnaire, it is enough to tick or circle the answer option that most closely matches your opinion. Thank you for your attention.
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1. Determine your attitude to the humanities: 1 - they annoy me; 2 - they do not interest me, I am indifferent to them; 3 - I study them only for a positive mark in the transcript; 4 - I like them; 5 - I can get important and interesting information from them. |
6. Select a statement and complete it: 1 - humanitarian subjects should be banned, because _____________________________________________________ 2 - humanitarian subjects cannot be prohibited, since ______________________________________________________ |
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2. How do you think the teacher influences the attitude students to the humanities? 1 - a professionally trained teacher instills great interest in the subject; and vice versa, a boring teacher discourages any interest from studying the subject; 2 - the professionalism of the teacher does not affect the personal students' attitudes towards the subject. |
7. What do you think is the main reason for reluctance study the humanities? 1 - boring material; 2 is a boring teacher. |
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3. Choose a statement that is closer to you and complete it: 1 - I don't like the humanities because __________________ 2 - I like the humanities because ____________________ _______________________________________________________________ |
8. Do you study the humanities on your own using additional material? 1 - no, never; 2 - yes, because you can find something new / interesting; 3 - occasionally. |
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4. What liberal arts do you think should be studied? exclude in the first place? 1 – philosophy; 2 - ecology; 3 - sociology; 4 - political science; 5 - history; 6 - logic; 7 - other (specify what exactly) _______________________________________________ |
9. What type of study in the humanities would you prefer? 1 - mandatory passage of all courses in the humanities with a subsequent exam / test; 2 - independent choice of courses as optional classes with subsequent offset; 3 - the exclusion of courses in the humanities from the program, but the introduction of circles, additional classes without subsequent control of knowledge; 4 - other (specify what exactly) ____________________________________________________________ ____________________________________________________________________________________ |
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5. What liberal arts do you like the most? 1 - philosophy; 2 - ecology; 3 - sociology; 4 - political science; 5 - history of Belarus; 6 - logic; 7 - do not like any humanitarian subject; 8 - likes all humanitarian subjects 9 - other (specify what exactly) _____________________________________________ |
10. Enter your gender 11. Indicate your course (underline as necessary) |
When a company, non-profit organization, or politician needs to know what project participants, voters, or customers think, they create and conduct a survey. The results can lead to rebranding, decision-making and policy changes if the comments and suggestions are justified. Creating a survey may seem like a very simple task, but if not properly designed, the results can be skewed and unreliable.
Steps
Part 1
Develop questions- "Have you shopped here before?"
- "If yes, how often do you buy something here?" (For such questions, respondents will have several preset answers to choose from, ranging from "once a week" to "once a month," for example).
- "How satisfied are you with our services today?" (just like in the previous version, this question will have a limited number of answers - from "very much" to "very disliked").
- "Would you recommend this shop to a friend?"
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Use open-ended questions to get comments and suggestions. Open-ended questions ask for answers you can't anticipate, and you don't have a list of answers to choose from. Open-ended questions are a chance for respondents to communicate their particular requirements or expectations. Here are examples of such questions:
- "How will you use your purchase?"
- "Where else do you shop?"
- "Who advised you this store?"
- Questions like these can help clarify the previous answer - "Why do you feel the way you do?"
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Ask questions in an understandable way and in a way that is impossible to give an evasive answer. Do not push for an answer, as this means that the questioner is waiting for a certain answer, and this, in turn, will limit the options that respondents could use. Either provide possible answers, or restructure the question so that you don't lead the respondent to a specific answer.
Part 2
Take a poll-
Think about how to conduct the survey. There are many options. You can use the online service to design a survey. You can then send the survey links by email. You can survey respondents by e-mail or by phone. Or conduct the survey in person using professionals or volunteers.
Design a survey based on the method of conducting it. Each method has pros and cons, as well as limitations on what you can do. Ask yourself what is the best method for conducting the survey and how you would best collect the data. For example:
Consider the order of the questions. The form of your survey is just as important as the content. You should arrange the order of the questions so that it is logical and that there are consistent transitions from section to section. Other types of questions may affect how the respondent completes the questionnaire.
- You should organize the questions so that if a person answers "yes" or "no" to a question, they skip further questions that do not apply to them. This will help the respondent focus and the survey will take less time.
- "Qualifiers" are questions that lead respondents away from completing other questions. Place them at the beginning of the survey.
- If demographics is the most important thing in your survey, put questions related to it at the top.
- Leave personal or difficult questions for the end of the survey. Respondents will not be overwhelmed by them and will rather be more open and honest.
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Decide if you are going to use incentives when completing the survey. It is always easier to attract respondents if you offer them something in exchange for their time. Online, mail, or telephone surveys may include a coupon after completing the survey. A survey in person may involve some goods in exchange for participation. Surveys are also a good way to draw attention to mailing lists or membership offers that may otherwise go unnoticed by respondents.
Test your survey before starting your research. Friends, employees, and family members are great test subjects. You can ask them to test the survey while it's still in development, or they can try out the final version.
- Ask those who take the survey to provide suggestions and comments. They may point you to sections that confuse them. The respondent's impressions of the survey are as important as the survey itself.
- After testing, work with spreadsheets to make sure you're collecting the data you need. If you can't get the information you want, redo the survey. You may need to rephrase some of the questions, add an introduction, reorganize, add or remove questions so that the survey serves its intended purpose.
Part 3
Adjust the poll-
Review the data to understand what your survey was really about. Remember that surveys are usually part of a larger campaign. They can be modified and reused many times to get different demographics, ask different questions, or better define goals. After analyzing the results, you may find that although your questions are not without meaning, they are not quite suitable for your purpose.
- For example, you may find that a question such as "How often do you shop here?" restricts your respondents to those who shop at retail outlets. If you want to see how people buy a particular product, you can expand the questions to include online shopping.
- Your implementation method may also be data-limited. For example, online surveys typically involve respondents with above-average computer proficiency.
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Analyze the questions below. Some of your questions will work during testing, but won't work for the survey itself. Your questions should be understandable to the specific social group you are targeting. Check if your respondents understand the questions well enough, or if your survey is so standardized that respondents don't even have to think.
- For example, a question such as "Why are you shopping here?" may be too broad a question that may confuse respondents. If you want to know if the ambiance of a store has an effect on the number of purchases made in the store, you can ask respondents to describe how much they like the decor and ambiance of the store.
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Check out the open-ended questions. Consider whether these questions are right for you. They may be too open, in which case the respondents will respond incoherently. Or they may not be open enough, in which case the data obtained will not be very valuable. Ask yourself what role these questions play in your survey and reframe them appropriately.
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Analyze what suggestions and comments you receive. See if there are any unusual trends in your data and determine if this is true or if it is due to flaws in the survey. For example, your closed-ended questions will limit respondents in what information they can give you. Your responses may be so limited that a strong opinion looks the same as a weak one, or you may not have an exhaustive list of required responses.
- For example, if you are asking respondents to rate an event, you must provide them with the options "very good" and "very bad" and more options in between.
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Decide what you want to know by taking a survey. Ask yourself what data you get and how you use it. This will help you formulate useful questions, as well as the order in which you ask them. Ideally, the survey should be short, so decide which goals are essential and which may be unnecessary.
Plan questions that will help you get the information you need. Start with a large number of questions, and then narrow down the list until each of them relates in some way to your goal. Questions and answers should be simple, use as few words as possible, if possible. You can ask both questions that require a detailed answer, and questions that allow a one-word answer.
Use open-ended questions to get specific answers. Such questions have a set of alternatives from which respondents can choose. These can be questions that can be answered with “yes” or “no”, questions about true or false statements, or questions in which respondents must agree or disagree with something. Single-answer questions may look the same as open-ended questions, but they will have only a few response options for respondents. Such questions might look like this:
Victoria Kravchenko
Online survey is the best way to communicate with the market in today's environment. It allows you to quickly identify the needs of a potential client, determine his expectations, attitude towards the product and the brand.
Online surveys are easy to set up. They are informative and accessible. You will be able to conduct them 5-6 times faster than on paper or over the phone. On the basis of online constructors, you can create a questionnaire for any business area, send it to respondents and collect answers in the shortest possible time.
General Director of the Institute of Public Opinion "Anketologist" Valery Parygin tells how to get reliable results of an online survey.
What are online surveys and why are they useful?
For example, you planned to interview 1000 respondents, but received answers from only 500, that is, your goal was achieved by 50%. Try to determine the reasons for the low response of respondents, what if your profile just seemed uninteresting? Original methods help to increase engagement.
Unusual in the ordinary: accelerating response
Making the survey fun, giving an incentive to fill it out helps gamification . This is a game method of questioning using engaging techniques. The key method is to personalize the question using the pronoun "You", stimulating the imagination and making up conditions.
“Imagine that you are the director of a shoe store. What brand of products would you put on display?
“You need to urgently buy shoes. Which store in your city will you go to first of all?
Increase survey completion time by 20% or more. Do not forget that the questions must remain valid - meet the research objectives.
To do this, you need to introduce restrictions:
- indicate the options or the allowed number of answers. For example, choose option A, B, C, name 3 positive properties of the product or 5 quality features.
- set the time for filling out the questionnaire and set the countdown timer.
Another original way of organizing the questionnaire - matrix 3D . You get the opportunity to evaluate several products from the same product group according to different criteria and display an overall rating in points.
An example is an assessment of performance, screen quality and connectivity of three different brands of smartphones. The "3D matrix" method is suitable for studying all types of demand, customer service before and after the sale. It saves time for you and the respondents, arouses more interest and desire to answer than regular questionnaires.
Close communication with the audience - the growth of trust in the brand
Regular organization of surveys helps to demonstrate openness, concern for the product and the interests of its customers. It is important that your entire team has a marketing mindset and a focus on the overall result.
This is not just a passion for research, but an understanding of how market information works, what value it brings to business.
Then you will increase the trust of customers and lay a powerful foundation for brand development.
For example, if a company wants to issue shares (as we did), then it will have a better chance of attracting loyal investors in the first stage. Your regular respondents will gladly take an equity stake and become word of mouth brand advocates.
Create surveys and open up your business!
Course work
discipline: "Marketing research"
on the topic of: " Questioning in the marketing research system»
INTRODUCTION
CHAPTER 1. THEORETICAL ASPECTS OF QUESTIONNAIRE IN THE SYSTEM OF MARKETING RESEARCH
1.1Marketing research: essence, directions, stages of implementation
1.2 Questionnaire in the marketing research system: the concept of a questionnaire and its structure
CHAPTER 2. METHODOLOGICAL ASPECTS OF QUESTIONING IN THE SYSTEM OF MARKETING RESEARCH
2.1 Development of the questionnaire
2.2 The main mistakes in the preparation of questionnaires
Chapter 3
1 General characteristics of the supermarket TS "Coin"
3.2 Compilation of a questionnaire for marketing research in the TC "Monetka" store and analysis of the results
CONCLUSION
Bibliography
INTRODUCTION
In marketing, which is designed to satisfy the needs of people, research is of great importance, since in market conditions those firms and companies that know these needs better than others and produce products that can satisfy them get an advantage. But the market is constantly changing, the needs of people under the influence of various factors are also changing, so firms must constantly monitor market conditions in order to make a profit. It is with the help of market research that firms can track the changing needs of customers. Marketing research is any research activity that meets the needs of marketing.
As a rule, the need for marketing research arises when:
The firm has not achieved its marketing goals;
The firm is losing ground to a competitor;
The firm is going to diversify its activities;
The firm is preparing a new business plan;
Any other cases where managers find it difficult to choose actions or involve significant investments.
Marketing research allows firms to increase their knowledge of the marketing problems they face, that is, to reduce the uncertainty in making marketing decisions. Quite often, the main goal of marketing research is the desire to give an adequate description of market processes and phenomena, to reflect the position and capabilities of the company in the market.
Typically, market research involves the market, competitors, consumers, products, marketing environment, and so on. The result of marketing research is information that is used in the selection and implementation of marketing strategies and tactics.
Currently, the most popular method of collecting primary data is the survey method. A survey is a very effective way of obtaining universal information, both objective (about the facts of people's life) and subjective (about the motives of activity, opinions, assessments and value orientations).
A survey is a method of direct (interview) or indirect (questionnaire) collection of primary verbal information by registering respondents' answers to questions grouped in the form of a questionnaire in accordance with the goals and objectives of the study.
Questionnaire survey is one of the main types of survey, which involves a rigidly fixed order of constructing a questionnaire. The questions in the questionnaire should be clearly formulated, understandable to the respondent, and also contain a list of answer options.
The peculiarity of a questionnaire survey is that the respondent independently works with the questionnaire, that is, he understands, thinks over and answers the question in accordance with his knowledge, beliefs, and value orientations.
The topic of this course work is relevant at the present time, since, as mentioned above, the survey is currently a very popular method of collecting marketing information, and the data obtained during the survey can reduce the degree of uncertainty associated with making marketing decisions.
The purpose of this course work is the development of a questionnaire for conducting marketing research on the example of the TC "Coin" store and analysis of the results.
To achieve this goal, it is necessary to solve the following tasks:
Consider the concept of a questionnaire in marketing research and its structure;
To study the types of questioning when conducting marketing research;
consider the process of developing the questionnaire;
identify the main errors in the preparation of questionnaires;
give a general description of the store TS "Coin";
compose a questionnaire for marketing research in the TC "Monetka" store and analyze the results.
The object of the study is the store of the TC "Monetka", and the subject is a questionnaire compiled for marketing research.
CHAPTER 1. THEORETICAL ASPECTS OF QUESTIONNAIRE IN THE SYSTEM OF MARKETING RESEARCH
1.1 Marketing research: essence, directions, stages of implementation
Marketing research is the backbone of marketing. They include the study of the external marketing environment of the market, consumer motivation, as well as the internal marketing environment, that is, an assessment of the production and marketing capabilities of the company itself, which builds its activities on the principles of marketing. Such marketing research allows you to choose the optimal sales market, carry out planning, that is, reasonable, according to the results of marketing research, foresight, forecast of the development of the market situation and the development of appropriate measures of marketing influence on the market in order to ensure the effectiveness of the company's business activities and the implementation of its strategic directions.
Marketing research creates a scientifically and practically substantiated basis for making qualified decisions by the company's management apparatus and its top management.
There is no single definition of marketing research. Each author considers the concept of marketing research from his own point of view.
Golubkov E.P. believes that marketing research is the collection, display and analysis of data on various aspects of marketing activities.
In turn, Diane A. notes that marketing research is a search, bringing together and analyzing quantitative and qualitative information regarding the supply and demand of goods and services with the aim of subsequent making commercial decisions of a tactical or strategic nature.
Iacobucci D. and Churchill G. define marketing research as a function that connects the consumer and the producer with the help of information used to identify market opportunities and problems, which allows developing, clarifying and evaluating marketing activities, monitoring the effectiveness of marketing, and improving understanding of marketing as a process.
Thus, marketing research is a systematic collection, processing, analysis and interpretation of the results obtained for making marketing decisions.
The goal of market research is to assess information needs and provide market participants with information that is accurate, reliable, valid, up-to-date and relevant. The highly competitive marketing environment and the ever-increasing costs of managerial error require that market research be a source of high quality information. Effective decisions cannot be based on intuition or simple reasoning. Therefore, marketers in the process of researching various situations must make a large number of strategic and tactical decisions that ensure the identification and satisfaction of customer needs.
All marketing research is carried out in two sections: the assessment of certain marketing parameters for a given point in time and the receipt of their predictive values.
The main areas of marketing research are:
Competitor research - is to obtain the necessary data to provide an advantage in the market, as well as to find ways to cooperate and cooperate with possible competitors. For this purpose, their strengths and weaknesses are analyzed, their market share is studied, the reaction of consumers to their marketing means (product improvement, price changes, trademarks, behavior of advertising companies, service development). In the analysis of competitors, 4 diagnostic zones are distinguished: analysis of the future goals of competitors; evaluation of their current strategy; assessment of prerequisites regarding competitors and prospects for the development of the industry; studying the strengths and weaknesses of competitors. Along with this, the material, financial, labor potentials of competitors, the organization of business management are being studied. The results of such research are the choice of ways and opportunities to achieve the most advantageous position in the market (leadership, following the leader, avoiding competition), the identification of active and passive strategies for providing a price advantage or an advantage due to the quality of the goods offered.
Control over competitors allows the management of the organization to be constantly prepared for potential threats and to satisfy the specific needs of the consumer earlier and better than others.
Consumer research is the collection, analysis and processing of information about consumers in order to identify and best meet their needs. Consumer research allows you to identify and study the whole range of motivating factors that guide consumers when choosing goods (income, social status, gender and age structure, education). The objects are individual consumers, families, households, organizations. The subject of the study is the motivation of consumer behavior in the market and the factors that determine it. The structure of consumption, provision of goods, trends in consumer demand are being studied. In addition, the processes and conditions for satisfying the basic rights of consumers are analyzed. The developments here are the typology of consumers, the modeling of their behavior in the market, and the forecast of expected demand. The purpose of such research is consumer segmentation, selection of target market segments.
The study of the marketing environment is a research activity aimed at meeting the information and analytical needs of marketing and is of a complex nature. Comprehensive marketing research includes the study of both the external marketing environment and consumer motivations, and the internal marketing environment: an assessment of the production and marketing capabilities of the company itself, which builds work on the principles of marketing;
Product research - identification of the main characteristics of the product in the following main areas:
reliability is the ability of objects/goods to maintain the required properties, operate smoothly, perform the intended functions within a specified period;
durability is the property of a product to remain operational (with possible interruptions for maintenance and repair) until destruction or other limit state;
defect-free - the absence of any defects in the goods;
safety - implies the absence of an unacceptable risk to the life, health and property of the consumer during operation.
The objects here are the consumer properties of analogous and competing products, the reaction of consumers to new products and their prospective requirements, product range, packaging, service level, product compliance with legal norms and rules. The results of the study enable the company to develop its own range in accordance with the requirements of customers, increase its competitiveness, determine areas of activity depending on the various stages of the product life cycle, find an idea and develop new products, modify manufactured products, improve labeling, develop a corporate identity, determine ways to patent protection.
Market research is the collection, analysis and processing of data to study market conditions. First of all, the ratio of supply and demand, the share of a particular enterprise in the market, the presence or absence of entry and exit barriers, the type of market, and so on are analyzed. This study is complex.
Marketing research is a five-step process.
At the first stage there is a clear definition of the problem and setting the objectives of the study.
The second stage is the development of a plan for collecting information using primary and secondary data. The collection of primary data requires the choice of research methods (observation, experiment, survey), the preparation of research instruments (questionnaires, mechanical devices), the design of the sampling plan (sampling unit, sample size, sampling procedure) and the choice of communication with the audience (telephone, mail, Internet and personal interview).
The third stage is the collection of information using extracurricular or laboratory research.
The fourth stage is the analysis of the collected information in order to derive from the totality of the obtained data indicators of the average level, variable components and identify various kinds of relationships.
The fifth stage is the presentation of key results that will enable marketing managers to make more informed decisions.
Based on the foregoing, we can conclude that marketing research is a systematic collection, processing, analysis and interpretation of the results obtained for making marketing decisions. The main areas of marketing research are: competitor research, consumer research, marketing environment research, product research and market research. Marketing research is a process consisting of 5 stages, at each of which actions characteristic of it are carried out.
marketing research questionnaire supermarket
1.2 Questionnaire in the system of marketing research: the concept of a questionnaire, its structure and types
A questionnaire is a series of questions to which the respondent must answer. The questionnaire is a very flexible tool in the sense that questions that differ in form, wording and sequence can be used to obtain the necessary information, that is, questions can be asked in many different ways. A good questionnaire should: facilitate the interviewee's response; formulate a question taking into account its influence on the respondent's answer; allow easy analysis. In this case, the questionnaire must be tested, and all identified shortcomings must be eliminated in it.
Before starting the study, it is necessary: to conduct a trial survey, the purpose of which is to eliminate obvious errors, inaccuracies, ambiguities; "closing" those open questions that could not be closed at the stage of developing the questionnaire; timing; writing instructions for interviewers.
The questionnaire has the following structure:
Preamble - explains who and why conducts the study. The survey is conducted anonymously unless otherwise specified in the plan. Any consequences for the respondent, both in case of refusal and in case of consent, are excluded, it is also determined how much time it takes to fill out the questionnaire;
Passport - (usually 5-6 questions). This includes issues such as gender, age, nationality, marital status, length of marriage, presence of children, education, area of professional activity, position at the main place of work, family size, salary, monetary income per family member and etc. Passport is placed either at the beginning or at the end of the questionnaire;
- "fish" - the main part of the questionnaire, containing the questions for which the entire study was organized. You should start with simple closed questions that imply unambiguous answers that do not require much thought. It is necessary to increase the number of questions gradually, diluting the number of complex questions with simple, verification, clarifying ones;
Detector - consists of questions designed to check the attentiveness of filling out the questionnaire, the seriousness, frankness of the respondents, as well as the decency and professionalism of the interviewers themselves. Questions can be repeated (mirrored).
At the second stage, when collecting primary data (information collected for the first time for a specific purpose), a research method is chosen. Let us dwell on the survey, since the survey is one of the main tools of this particular method of marketing research.
The survey may be followed up orally or in writing. Oral and telephone surveys are usually called interviews. Polls are divided:
According to the circle of respondents (individuals, experts, entrepreneurs, etc.);
By the number of simultaneously interviewed (single or group interviews);
By the number of topics included in the survey (one or several (omnibus);
By the level of standardization (free scheme or structured, fully standardized);
By polling frequency (single or multiple polling).
During a written survey, participants receive questionnaires, which they must fill out and send to the destination. In this case, mostly closed questions are used, the answer to which is to choose one of the given options. The questions are divided as follows:
yes - no questions (sometimes an answer like “I don’t know” or “neither yes nor no” is provided);
alternative questions, in which you need to choose from a number of possible answers one, sometimes several;
ranking objects of comparison, for example, cars, based on subjectively perceived advantages;
scaling questions that give a differentiated assessment of the similarity or difference of the objects under study.
Different types of questions ask different levels of scales, which can be applied in the future to measure the magnitude of the trait under study.
When developing questions, one should proceed from the need for information and the ability of the respondents to give the correct answer. If the researcher is only interested in agreement or disagreement, then a yes-no question is sufficient. If you need to make a conclusion about the opinions of the respondents, then you need to use scaling questions.
Questionnaires may include, in addition to questions on the merits of the case, questions that help establish contact with the respondent, and questions that control the correctness and authenticity of the answers. In addition, statistical questions regarding the personality of the respondent are used.
Questions that may cause unpleasant feelings, such as shame, dissatisfaction, or a desire to embellish reality, are best asked indirectly, not directly, for example: instead of asking "Do you have a car?" you can ask the question "Who in your family has a car?". In the study of real motives and opinions, methods of projection and association are often used. In the first case, the tested person is asked to describe a situation or to express the possible reaction of a third person to this situation. As a rule, people attribute to others those character traits that they themselves possess, their opinions and ideas. A test is based on the principle of association, which finds out what reminds the subject of a particular word, for example: what is associated with the word "summer" and so on (word association). The sentence completion test has the same basis, during which the respondent is asked to complete an incomplete sentence, for example: "A sports car is owned by people who ...". The response time in both cases must be limited in order to obtain spontaneous judgments.
In marketing research, an oral survey, or interview, is most often used. If the survey follows a strictly defined pattern, then they speak of a standardized interview. The representativeness of this form of data collection largely depends on the interviewer. On the one hand, its good preparation helps to reduce the proportion of people who refuse to participate in work. On the other hand, it is necessary to take into account the influence of the interviewer on the respondents, which sometimes distorts the results of the survey.
Advantages of a free survey (there is only a topic and purpose; there is no specific scheme):
an individual approach to each of the interviewed persons is possible, which helps to maintain an atmosphere of trust;
additional information is possible.
Disadvantages of such surveys:
difficult to record responses;
poor comparability of results;
difficulty in data processing; high costs.
When collecting primary data, marketing researchers have a choice of two main research tools - these are questionnaires and mechanical devices. The questionnaire is the more common tool. The questionnaire is a very flexible tool in the sense that questions can be asked in many different ways. The questionnaire requires careful design, testing and elimination of identified shortcomings before its widespread use.
There are the following types of surveys:
According to the method of communication between the researcher and the respondents:
press: the questionnaire is printed in a newspaper or magazine;
mail: questionnaires are sent by mail;
handout: personal delivery and collection of questionnaires from respondents;
publication of questionnaires on the Internet.
Press, mail and Internet surveys are absentee. With such a survey, there is no direct contact between the interviewer and the respondent. In the case of a distributing survey (face-to-face questioning), the questionnaire acts as an instructor in filling out questionnaires, a distributor of questionnaires, however, the questionnaire is filled out by the respondent on his own.
The mail survey is one of the most inefficient types, but with the right organization, you can significantly increase its return. To increase the number of those wishing to take part in the mail survey, it is necessary to motivate the respondents: the answer sent will participate in the prize draw, the first ones who send will receive a coupon with discounts, and so on.
Venue:
at the place of residence;
at the place of work;
at the place of study.
In the last two cases, the survey can be group (or classroom).
This type of survey is determined by the nature of the questions (closed or semi-closed).
In terms of coverage:
solid: survey of all representatives of the sample;
sampling: polling a part of the sample.
Questioning has both advantages (high efficiency in obtaining information; strict regulation of the procedure allows you to get well-structured and comparable results; the anonymity of respondents increases the objectivity and sincerity of the answers received; the possibility of organizing mass surveys and collecting large amounts of data; relatively low laboriousness of the procedures for preparing and conducting research, processing their results; the lack of influence of the interviewer on the work of the respondents; the lack of expression in the researcher of the relationship of subjective predilection for any of the respondents), as well as shortcomings (lack of personal contact does not allow changing the order and wording of questions depending on the answers or behavior of the respondents; the inability to control the correctness of understanding the respondent's wording of questions and answers, as well as the receipt by the respondent of explanations in case of misunderstanding; the inability to guarantee the exact implementation of the instructions by the respondent (in particular, compliance with the order of answering questions); the possible influence of the wording of questions and answers on the choice of the respondent; in remote surveys, it is impossible to guarantee that the respondent fills out the questionnaire on his own, without the influence of other persons). Therefore, the survey must be combined with other methods of collecting primary information.
Questioning at the present stage is used not only to study consumer preferences, requests, needs, but also to track the opinions of experts. Some experts in the field of marketing agree that the expert method makes it possible to obtain a variety of information of high predictive value, which is very important in the field of marketing, which, as you know, is an area of rapid information obsolescence. Approbation of the technique, in which a matrix is compiled and analyzed from the obtained expert assessments, showed that it allows you to quickly obtain quantitative estimates of a fairly large number of heterogeneous factors.
Thus, the questionnaire is a series of questions to which the respondent must answer. It is a key tool in conducting marketing research by an enterprise. When compiling questionnaires, the marketer must carefully consider how much the answer to the formulated question will contribute to the subsequent actions of the manufacturer. Questionnaires are compiled in order to get answers to a variety of questions, which, depending on the objectives of the study, are structured and take a narrow focus. In order to increase the speed and ease of processing the information received, closed questions are widely used in questionnaires, despite the fact that open questions allow you to get more useful information for the marketer of the customer organization.
It also follows from the above that the classification of questionnaires used in marketing is very diverse. The division of questionnaires by type depends on the chosen classification feature, which determines what exactly will be “find out” with the help of the compiled questionnaire. Recently, the scope of using questionnaires has expanded: if earlier consumer behavior was studied with their help, now they are being used to track the opinions of experts in certain areas. Every year there are new methods of compiling questionnaires and conducting the survey itself. The fact is that in modern economic conditions the market is full of the same type of goods, and, consequently, the consumer seeks to distinguish them not by their appearance and other visible characteristics, but also by emotional and psychological components. In general, a survey is one of the means of collecting primary information that needs to be processed quickly, as it quickly suits and loses its value for the researcher.
CHAPTER 2. METHODOLOGICAL ASPECTS OF QUESTIONING IN THE SYSTEM OF MARKETING RESEARCH
.1 Questionnaire design
Marketing activities are implemented in practice by performing marketing functions - market research, market segmentation and selection of target market segments, product positioning, development of an effective product range, introduction of new products to the market, implementation of a flexible pricing policy, selection of effective distribution channels and organization of sales activities, implementation effective communication activities.
The methodological approach to evaluating the effectiveness of marketing research based on a questionnaire should be based on the answer to three questions:
What is the purpose of the questionnaire?
How can market research results be used?
Who is this study for?
The main method for evaluating the effectiveness of marketing research based on a questionnaire is the method of expert assessments. The marketer and managers of the company rank the methods of obtaining information by efficiency. Efficiency in this case means:
Achievement of the goals set by the enterprise with the help of marketing research based on questionnaires;
The impact of growing costs for marketing research based on customer surveys to improve the efficiency of doing business;
Changing the market position of the client with the help of marketing research.
As a result of this kind of analysis, it turned out that conducting marketing research by the method of questioning is one of the most effective. This is explained by :
due to the fact that it is anonymous and the interviewee has little contact with the interviewer, it allows you to collect more accurate and undistorted information: most of the respondents during a short conversation after the survey admitted that some of the information would be hidden if the organization conducted the survey on its own, and did not involve in the study third party organization;
Due to its simplicity, it allows you to quickly collect a fairly large amount of information. It is efficiency that is the decisive factor in choosing a research method;
since surveying is one of the cheapest methods of collecting information, it is preferred by more than 80% of the company's customers.
To collect data, questionnaires (questionnaires) are being developed. Information for filling them is collected by taking measurements. Measurement is understood as the definition of a quantitative measure or density of a certain characteristic (property) of interest to the researcher. The characteristics of some objects are measured (consumers, product brands, stores, advertising, etc.). Once a characteristic has been determined for a selected object, the object is said to have been measured for that characteristic. Objective properties (age, income, amount of beer drunk, etc.) are easier to measure than subjective properties (feelings, tastes, habits, attitudes, etc.). In the latter case, the respondent must convert their scores to a density scale (to some numerical system) that the researcher must develop.
Measurements can be taken using various scales. There are four characteristics of the scales: description, order, distance and the presence of a starting point.
The description involves the use of a single descriptor, or identifier, for each gradation in the scale. For example, "yes" or "no"; "agree" or "disagree"; the age of the respondents.
The order characterizes the relative size of the descriptors (“greater than”, “less than”, “equal”). Not all scales have order characteristics. For example, one cannot say more or less "buyer" compared to "non-buyer".
Such a characteristic of the scale as distance is used when the absolute difference between the descriptors is known, which can be expressed in quantitative units. The respondent who bought three packs of cigarettes bought two packs more than the respondent who bought only one pack. It should be noted that when there is "distance", then there is "order". A respondent who bought three packs of cigarettes bought "more" than a respondent who bought only two packs. "Distance" in this case is equal to two.
A scale is considered to have a starting point if it has a single origin or zero point. For example, an age scale has a true zero point. However, not all scales have a zero point for the measured properties. Often they have only an arbitrary neutral point. Let's say, answering the question about the preference for a particular brand of car, the respondent said that he had no opinion. Gradation "I have no opinion" does not characterize the true zero level of his opinion.
Each subsequent characteristic of the scale is built on the previous characteristic. Thus, "description" is the most basic characteristic that is inherent in any scale. If a scale has "distance", it also has "order" and "description".
There are four levels of measurement that determine the type of measurement scale: names, order, interval and relations.
The scale of names has only the characteristic of description; it assigns only its name to the described objects, no quantitative characteristics are used.
The objects of measurement fall into many mutually exclusive and exhaustive categories. The naming scale establishes an equality relationship between objects that are combined into one category. Each category is given a name, the numerical designation of which is an element of the scale. Obviously, measurement at this level is always possible. "Yes", "No" and "Agree", "Disagree" are examples of gradations of such scales. If the respondents were classified according to the type of their activity (nominal scale), then this does not provide information like: “more than”, “less than”.
The order scale allows you to rank the respondents or their responses. It has the properties of a nominal scale combined with an order relation. In other words, if each pair of categories of the naming scale is ordered relative to each other, then an ordinal scale will be obtained. In order for scale estimates to differ from numbers in the ordinary sense, they are called ranks at the ordinal level. For example, the frequency of buying a certain product (once a week, once a month, or more often). However, such a scale indicates only the relative difference between the measured objects.
The interval scale also has a characteristic of the distance between the individual gradations of the scale, measured using a certain unit of measurement, that is, quantitative information is used. On this scale, the differences between the individual gradations of the scale are no longer meaningless. In this case, you can decide whether they are equal or not, and if not, then which of the two is greater. The scale values of features can be added. It is usually assumed that the scale has a uniform character (although this assumption requires justification).
The ratio scale is the only scale that has a zero point, so a quantitative comparison of the results can be made.
The chosen measurement scale determines the nature of the information that the researcher will have when studying some object. In addition, it predetermines what kind of statistical analysis can or cannot be used.
The scheme of the process of compiling the questionnaire consists of the following stages, the sequence of which is very conditional, since they are all closely interconnected and determine each other.
Stage 1. Determination of the necessary information: it is necessary to make sure that the information that is intended to be obtained fully corresponds to all components of the marketing research problem; this is followed by the preparation of a set of supporting tables and a clear understanding of the target sample.
Step 2: Interview Method: This includes checking the selected interview method.
Stage 4. Overcoming the impossibility and unwillingness to answer: it is necessary to determine whether the respondent is sufficiently informed; to check the awareness of respondents before questions directly related to the topic, it is necessary to ask filtering questions in order to find out awareness, knowledge about the use of the product, previous experience; it is necessary to check if there are any mistakes in reducing time or inventing in the questionnaire; check whether there are questions containing hidden alternatives that may inflate estimates of the likelihood of the event occurring. Consideration should be given to whether the respondent can formulate a response and to minimize the effort required of the respondent. An explanation of the reason for collecting the information is required. If the information affects the feelings of the respondent, you need to: place questions on similar topics at the end of the questionnaire; before the question, say that the behavior under study is common; ask questions about a third person; hide the question in a group of other questions that respondents want to answer;
instead of questions about specific numbers, provide categories for answer; apply probabilistic methods whenever possible.
Step 5. Choice of question structure: open-ended questions are useful in exploratory research and as initial questions; using structured questions whenever possible; in multi-choice questions, the answer should include a set of all possible mutually exclusive options; adding a neutral answer option if the majority of respondents are expected to answer an alternative question in a neutral way; consider using split voting to reduce distortion of responses to multiple choice and alternative questions; if the number of options is too large, consider adding another question to reduce the burden of analyzing a large amount of information.
Stage 6. Choice of the verbal formulation of the question: definition of the topic from the positions: who, what, where, when, why and how (six Ws); using simple words that match the respondent's vocabulary; no need to use indefinite words: as usual, normally, often, regularly, occasionally, sometimes; avoidance of hidden alternatives that are not explicitly expressed in the question; avoiding guiding questions that prompt the respondent to answer; avoidance of hidden assumptions; respondents should not make generalizations or engage in calculations; use of positive and negative statements;
Step 7. Determination of the order of questions: initial questions should be interesting, simple and not annoying; questions about competence are best placed at the beginning of the questionnaire; first, questions should be placed on basic information, then classification questions, and at the end - identification questions; complex complex and “sensitive” questions should be placed in the final sections of the questionnaire; general questions should precede specific ones; it is necessary to carefully develop branched questions and cover all possible options; a question after a branching should be placed as close as possible to the corresponding branched question. Branched questions should be placed in such a way that the respondent could not guess what additional information is required from him.
Stage 8. Form and arrangement: dividing the questionnaire into several parts; numbering of questions in each part; preliminary coding of the questionnaire (assigning a code to each answer); sequential numbering of the questionnaire.
Stage 9. Printing the questionnaire: giving the questionnaire a professional appearance; registration of the questionnaire data in the form of a booklet; using vertical columns for answers; use of tables when the same set of categories is used to answer several questions; it is necessary to avoid condensing questions to create the appearance of brevity of the questionnaire; location of directions and instructions as close as possible to the relevant questions.
Step 10: Pretesting: Pretesting should always be done; testing all aspects of the questionnaire, including the content of the questions, the words used, consistency, form and arrangement, the complexity of the questions, and instructions; respondents interviewed during pre-testing should be similar in characteristics to those involved in the actual study; you need to start preliminary testing with personal interviews; pre-testing can be done by telephone, mail, or electronic means if one of these methods is used in the actual study; engaging as many interviewers as possible for pre-testing; for preliminary testing, you need to make a small sample - 15-30 respondents; using protocol analysis and interviews to identify problems with the questionnaire;
after each significant revision of the questionnaire, one more test should be done with a new sample; coding and analysis of answers received during preliminary testing.
Marketing practitioners believe that questionnaires should be designed in such a way that, in the process of research, it is possible to compile a socio-economic portrait of the consumer. To do this, the questionnaire must contain the following questions: level of education, family composition, financial situation, age, that is, a socio-demographic block, which is usually located at the end or at the beginning of the questionnaire. In general, it can be noted that the compilation of questionnaires conditionally goes through ten stages, which are closely interconnected and organically complement each other. Before you start compiling a questionnaire, you should determine the goal that it should achieve. Each subsequent question should follow from the previous one and be understandable to the respondent, since the accuracy and reliability of the answer received will depend on the clarity of understanding of the question. At the same time, it should be noted that the questionnaire should be very short (not take a lot of time for the survey), so that the respondent does not get tired and clearly gives answers to the questions asked of him.
2.2The main mistakes in the preparation of questionnaires
In a carelessly prepared questionnaire, you can always find a number of errors. During the development of the questionnaire, the marketing researcher thoughtfully selects questions, their formulation and sequence. The most common mistakes are asking questions that cannot be answered, that will not be answered, that do not require an answer, and the lack of questions that should definitely be answered. Each question should be tested for the contribution it makes to the achievement of the research results. Questions of mere idle interest should be omitted as they prolong the procedure and get on the interviewee's nerves. The form of the question may affect the answer.
Marketing researchers distinguish two types of questions: closed and open questions.
A closed question includes all possible answers, and the respondent simply chooses one of them.
An open question gives respondents the opportunity to answer in their own words. Open-ended questions come in a variety of forms. Open-ended questions often give more because respondents are unrelated in their answers. Open-ended questions are especially useful in the exploratory phase of research, when it is necessary to establish what people think without measuring how many of them think in one way or another. On the other hand, closed questions provide answers that are easier to interpret and tabulate.
The questionnaire for quantitative research, as a rule, is free, that is, the respondent does not receive money for participation, therefore, the questions in it are only closed. Open-ended questions in such a questionnaire simply will not be answered. For the same reason, the number of questions asked is limited. The researchers found that a maximum of 15 questions can be asked in a free questionnaire. This is enough to test the target market hypothesis.
The wording of the question requires caution. The researcher should use simple, unambiguous words that do not affect the direction of the answer.
The sequencing of the question also requires special attention. The first of these should, if possible, arouse the interest of the questioner. Difficult or personal questions should be asked at the beginning of the questionnaire, while the interviewees have not had time to withdraw into themselves. Questions should be asked in a logical sequence. Questions that classify respondents into groups are asked last because they are more personal and less interesting to the respondents.
When compiling questionnaires, the most common mistakes are:
Researchers should pay attention to the wording of the questions. Questions should be simple, clear and devoid of ambiguity. Questions should be checked before the questionnaires are distributed. The order of the questions is also important. The first question should be as interesting as possible to the respondent, and difficult and personal questions should be left for last. Otherwise, a person can immediately take a defensive position. Questions should be organized in a logical order.
There are certain rules for developing a questionnaire:
Nelson Mandela Rule. As you know, Nelson Mandela, a fighter for the civil rights of the black majority in South Africa, was in prison for a long time, and then became the president of this republic and proclaimed: "One country - one people." To paraphrase this thesis, Nelson Mandela's rule when compiling a questionnaire will read: one question - one action. That is, when a question is asked, a person should perform only one action, and not two or three. If it is necessary that he perform two actions, then you need to ask him two questions.
Funnel rule. First the easy questions, then the hard ones.
Rule of seven. If you have to compare answers with each other, there can be no more than seven answers. The average person can manipulate in the head at the same time no more than seven concepts. If you need, for example, ten options, then this is already divided into two questions.
When developing a questionnaire, the researcher should consider the preamble to it. The name of the company must be heard, otherwise the consumer may have the wrong opinion, and the interviewer will receive incorrect results.
The recommendations for completing the questionnaire are as follows:
Do not ask the same respondents often;
The completed questionnaire should be carefully designed and tested before it can be used on a large scale.
Chapter 3
.1 General characteristics of the supermarket "Coin"
The first "Coin" appeared on April 19, 2001 - a Cash & Carry store was opened in Yekaterinburg and in the same month - an economy class supermarket on the street. Sulimova, 29 .
Trading network development steps:
in 2001:
April in Yekaterinburg, the opening of the first store took place and by the end of the year there were already 3 supermarkets in the network.
in 2002:
April, that is, a year later, also in Yekaterinburg, the Coin-Super hypermarket was opened in the Ekaterininsky shopping center, and on December 17, the Coin-Super was opened in the shopping center on Amundsen, 65 and at the end of the year - 5 supermarkets in the network .
in 2003, the network included 6 supermarkets.
in 2004: in February - the beginning of work in Nizhny Tagil, in March - the opening of a store in Revda, in June - the beginning of work in Verkhnyaya Pyshma and in December - the opening of "Monetka-Super" in Tyumen and Asbest. At the end of the year, the network included 17 stores.
in 2005: in March the supermarket "Monetka-Super" was opened in Ufa and in the city of Polevskoy, in July - the first store was opened in Pervouralsk and the beginning of work in Chelyabinsk, and in August "Monetka-Super" opened in Kamensk-Uralsky. At the end of the year, the network included 35 stores.
In 2006: in July - the beginning of work in the Kurgan region and at the end of the year there were 92 stores in the TC "Monetka".
in 2007: on April 28 in Surgut, the opening of "Coin" took place and it was the first store in Khanty-Mansi Autonomous Okrug. On May 5, the festive opening of the 100th Monetka store took place. Minister of Food Trade and Services of the Sverdlovsk Region Vera Petrovna Solovieva took part in the grand opening of the 100th store of the Monetka retail chain in Yekaterinburg on the street. Pekhotintsev, 7a. On October 8, 2007, the opening of the first retail chain store took place in Moscow. Thus, the TS "Monetka" entered the federal level.
in 2008: in January - the opening of the first store in the city of Shadrinsk, in March: the first store was opened in the city of Rezh, in the city of Lyantor and in the village of Fedorovsky. In April: the opening of the first store in Reftensky and Krasnouralsk. In June: the opening of the supermarket "Coin-Super" in the city of Langepas and the start of work in the city of Degtyarsk. In July: the opening of the first store in Nizhnevartovsk, in Artemovsky, the beginning of work in the city of Sukhoi Log and in the city of Serov. In August, the first store was opened in Chusovoy. In September: the beginning of work in the city of Pyt Yakh, the opening of the first store in the city of Nizhnyaya Tura, in the city of Tavda and in the city of Kirovograd. In October - the opening of the first store in Kamyshlov. In November: the first store was opened in Sterlitamak, work began in Kachkanar, Novaya Lyalya, Ishimbay, Salavat and the opening of the first store in Lysva. In December: the first store was opened in the village of Barachinsky, work began in the village of Bulanash, as well as the opening of the first Coin-Super hypermarket in Nizhny Tagil. In 2008, 3 Monetka stores and 4 stores in the Moscow region were opened in Moscow. And at the end of the year, there were 173 stores in the TC "Monetka".
in 2009: in February - the opening of the first store in Bisert. In April: the beginning of work in the city of Krasnoufimsk, as well as the opening of the first stores in the city of Uchaly and in the city of Mikhailovsk. In July: the first store was opened in Turinsk and Severouralsk. In September: opening of the first store in Pokachi, Irbit and Verkhnyaya Salda. In October: opening of the first store in Alapaevsk and Birsk. In November: the opening of the first store in Krasnoturinsk, and in December the first store was opened in Verkhnyaya Sinyachikha. At the end of the year, TS "Monetka" included 194 stores.
in 2010: in January: the opening of the supermarket "Coin-Super" in the city of Zarechny and in the city of Noyabrsk. In March: the beginning of work in the city of Kalya, in the city of Volchansk, in the village of Cheryomukhovo and the beginning of work in the city of Tobolsk. In May: the first stores were opened in cities such as Nevyansk, Gubakha, Karpinsk, Neftekamsk and Oktyabrsky. In June: start of work in Yanaul, Gornozavodsk and Solikamsk. In August: the first store was opened in the city of Plast, in the city of Satka, in the city of Yugorsk, in the city of Magnitogorsk, in the city of Nyagan. In September: the first store was opened in Novouralsk, Raduzhny, Belebey and Perm. In November - the beginning of work in the city of Kyshtym and in December the first store was opened in the city of Sterlitamak.
Today, the retail chain "Monetka" is one of the leading retail chains in Yekaterinburg and the Ural region. As of January 2011, the network included 235 stores. Of these, 21 are Coin Super supermarkets and 214 are Coin discounters. TS Monetka stores operate in Sverdlovsk, Chelyabinsk, Tyumen, Kaluga, Vladimirov, Kurgan, Moscow regions, Khanty-Mansi Autonomous Okrug and Yamalo-Nenets Autonomous Okrug, the Republic of Bashkortostan and the Perm Territory.
3.2 Compilation of a questionnaire when conducting a marketing research on the example of the TC "Monetka" store
The stores of the Monetka trading network are very famous supermarkets in Tyumen. Like any other organization, Monetka needs marketing research aimed at identifying the overall customer satisfaction with the supermarket, customer satisfaction with the product, and identifying the customer's impressions of the purchase.
The study, the results of which will be presented below, was aimed precisely at identifying the overall satisfaction of customers with the Monetka supermarket, at identifying which factors cause a positive and which negative attitude towards this store. The study was conducted by the survey method, the form of which is a questionnaire. The research tool is a questionnaire. The results of the study can be used to improve the efficiency of the supermarket by eliminating the shortcomings that will be revealed after the study.
To conduct the study, a questionnaire of the following content was developed and applied:
“Dear respondent!
We are conducting a survey, the ultimate goal of which is to determine your overall satisfaction with our supermarket. I would like to know your point of view on some issues within the framework of our research, as it is very important for us to know what you think about the work of the Monetka supermarket. It will take no more than 5 minutes.”
1.Your gender:
a) male;
b) female.
Your age:
a) under 18;
e) older than 60.
Your occupation:
a) a student
b) student;
c) a worker/employee;
d) pensioner;
e) unemployed;
f) other (specify) ___________________________________ .
Are you married?
Are you satisfied with the goods of the supermarket "Monetka" in general?
a) very satisfied
b) satisfied;
c) neutral;
d) dissatisfied;
e) very dissatisfied.
If you are dissatisfied, please state why?
How often do you buy goods from the TC "Monetka" store?
a) daily;
b) several times a week;
c) several times a month;
d) several times a year;
e) other (specify) __________________________________.
How long have you been buying products in the supermarket "Monetka"?
a) less than a month;
b) from 1 to 6 months;
c) from 6 months to 1 year;
d) from 1 to 3 years;
e) over 3 years.
How satisfied are you with the products of the TC "Monetka" in the following areas?
SatisfiedNeutralDissatisfiedValue for moneyQualityPracticalitySatisfactionDesign and appearance
How would you rate the goods of this store in comparison with similar offers on the market?
a) much better
b) something better;
c) about the same;
d) much worse
e) find it difficult to answer.
b) maybe;
c) hardly;
If not, why not?
_____________________________________________________ .
Do you have any problems/difficulties when using the goods of the Monetka store?
a) quite often;
b) occasionally;
d) I don't remember.
If yes, please specify what kind of problems?
____________________________________________________ .
Would you recommend this supermarket to your friends and acquaintances?
b) maybe;
c) hardly;
What can Monetka “do” in your opinion to increase your level of satisfaction?
_____________________________________________________ .
"Thank you for participating in the survey!"
In the course of the study, 42 respondents were interviewed. Of these, 36% are male, 64% are female. 71% are respondents aged 18 to 24, and 29% are 25 to 34 years old. 90% of the respondents are students and 10% are workers. The majority of respondents are not married - 76%.
To the question “Are you satisfied with the goods of the Monetka supermarket in general?” the following responses were received: 48% - neutral, 17% - satisfied, 17% - dissatisfied, 11% - very dissatisfied and 7% - very satisfied. Dissatisfaction is as follows: 48% of respondents explain their dissatisfaction with the fact that the store has a lot of expired goods, as well as poor maintenance of cleanliness and order, the constant presence of an unpleasant smell, 44% of respondents are dissatisfied with the goods, the appearance of employees and the service at the checkout, 8% dissatisfied with the lack of cashless payments.
As for the frequency of purchasing goods in the shops of the TC "Monetka", 55% make purchases several times a week, 11% - several times a month, 10% - every day, 2.4% buy alcohol there on holidays, 7.2% I buy goods in "Monetka" once a week and 14.4% - only when on the way. Most respondents purchase products in this supermarket for more than 3 years - 72%, 24% - from 1 to 3 years, 2% - from 6 months to 1 year and 2% - less than a month ago.
When asked about satisfaction with the goods of the supermarket "Monetka" in certain areas, the following results were obtained: justification for the price: 79% - satisfied, 19% - neutral and 2% were dissatisfied; quality: 96% - neutral, 2% - satisfied and 2% - dissatisfied; practicality: 71% are neutral, 17% are satisfied and 12% are dissatisfied; satisfaction of needs: 96% - satisfied, 2% - neutral, 2% - dissatisfied; design and appearance: 86% are neutral, 10% are satisfied and 4% are dissatisfied. Evaluation of Monetka products with similar products on the market: 28% of respondents consider the products of this store to be worse compared to similar products in other outlets, 24% consider these products to be better in some way, 19% believe that they are about the same , also 19% consider this product to be much worse than similar products on the market and 10% found it difficult to answer this question.
To the question “Will you continue to buy products in this supermarket?” 72% of respondents answered positively, 24% answered “possibly”, 2% - hardly, and 2% answered negatively due to the lack of desire to purchase anything there. 10% of respondents would advise the products of this store to their friends and acquaintances, 60% would probably advise, 24% would hardly advise, and 6% would not advise their friends and acquaintances the goods of this supermarket.
When asked about the occurrence of difficulties when using the goods of the Monetka supermarket, 90% answered that there were no problems, 6% of respondents had problems using the goods, but occasionally 4% of the respondents answered “I don’t remember”. What kind of problems arise, none of the respondents specified.
And, finally, to the last and most important question “What, in your opinion, can Monetka do to increase your level of satisfaction?”, the respondents gave the following recommendations: improve the quality of service and the appearance of employees - 30%, monitor cleanliness and order in the store - 26%, improve the storage conditions of goods - 12%, purchase better goods - 12%, timely disposal of expired goods - 12%, additionally introduce cashless payments - 6%, expand the distribution network - 2%.
Thus, based on the results of the study, we can conclude that buyers of the supermarkets TS "Monetka" are satisfied to an average degree. This is due to factors such as the presence of a large number of expired goods, poor maintenance of cleanliness and order, the constant presence of an unpleasant smell in the store, poor quality goods, untidy appearance of employees and poor service at the checkouts and the lack of cashless payments. Accordingly, in order to increase the level of overall customer satisfaction with TS Monetka stores, it is necessary to eliminate what causes a negative attitude, namely: to get rid of expired goods in a timely manner, to keep the store clean and tidy, to purchase better goods , improve the quality of service, as well as increase the requirements for the appearance of employees, improve the conditions for storing goods, introduce additional cashless payments.
CONCLUSION
In conclusion, I would like to dwell on the following key points of the considered topic:
Marketing research is a systematic collection, processing, analysis and interpretation of the results obtained for making marketing decisions. The main directions of marketing research are: research of competitors - is to obtain the necessary data to ensure an advantage in the market, as well as to find ways of cooperation and cooperation with potential competitors; consumer research is the collection, analysis and processing of information about consumers in order to identify and best meet their needs; research of the marketing environment is a research activity aimed at meeting the information and analytical needs of marketing and of a complex nature; product research - identification of the main characteristics of the product in the following main areas: reliability, durability, defect-free, safety and market research. Marketing research is a process consisting of 5 stages, at each of which actions characteristic of it are carried out.
A questionnaire is a series of questions to which the respondent must answer. It is a key tool in conducting marketing research by an enterprise. The questionnaire consists of 4 parts: preamble, passport, "fish" and detector. There are the following types of surveys:
According to the method of communication between the researcher and the respondents: press: the questionnaire is printed in a newspaper or magazine; mail: questionnaires are sent by mail; handout: personal delivery and collection of questionnaires from respondents; publication of questionnaires on the Internet.
By venue: by place of residence; at the place of work; at the place of study.
In terms of completeness of coverage: continuous: survey of all representatives of the sample; sampling: polling a part of the sample.
Questionnaires should be compiled in such a way that in the course of the study it would be possible to compile a socio-economic portrait of the consumer. To do this, the questionnaire must contain the following questions: level of education, family composition, financial situation, age, that is, a socio-demographic block, which is usually located at the end or at the beginning of the questionnaire. In general, it can be noted that the compilation of questionnaires conditionally goes through ten stages, which are closely interconnected and organically complement each other. Before you start compiling a questionnaire, you should determine the goal that it should achieve. Each subsequent question should follow from the previous one and be understandable to the respondent, since the accuracy and reliability of the answer received will depend on the clarity of understanding of the question. At the same time, it should be noted that the questionnaire should be very short (not take a lot of time for the survey), so that the respondent does not get tired and clearly gives answers to the questions asked of him.
Measurements of the characteristics of some objects can be carried out using various scales. There are four characteristics of the scales: description, order, distance and the presence of a starting point. There are four levels of measurement that determine the type of measurement scale: names, order, interval and ratios. The chosen measurement scale determines the nature of the information that the researcher will have when studying some object. In addition, it predetermines what kind of statistical analysis can or cannot be used.
When compiling questionnaires, the most common mistakes are:
Complex readability of questions, both semantic and visual;
Heavy sense of information perception issues;
Too much detail of the answer options, which is difficult to perceive visually;
If there are a lot of detailed questions, you need to present them as graphically as possible (tablets, rays), otherwise there is a risk of getting inaccurate answers;
Some questions are detailed in such a way that the respondent will not give an exact answer, that is, he will deceive. This is especially true for some personal data, for example, income level. We need to be careful about this kind of questions;
It is not necessary to rely on the personal experience of the interviewer when compiling the questionnaire - he is not always the target audience;
The questionnaire itself should not contain a single word that may offend the respondent if he accidentally looks into it. It is necessary to ensure that there are no extra words in the questionnaire and those words that the uninitiated do not need to know. It is for this purpose that characters and various encodings are used in the questionnaires, which only researchers know about;
The questionnaire should not contain complex formulations and incomprehensible words. It is necessary to focus on the level of knowledge of the respondents.
The recommendations for completing the questionnaire are as follows:
If you put a check for $ 1 in this envelope, then this greatly increases the positive attitude and motivation of the respondent;
In the first paragraph of the questionnaire, there should be an explanation of why these questions are being asked and how the respondent's participation will be reflected in the improvement of the product / service under study;
It is necessary to offer no more than 4 answers to the question;
at the beginning of the questionnaire there should be simple and interesting questions;
Do not be afraid to touch feelings with questions;
It is important that instructions for filling out be attached to the questionnaire;
For open-ended questions, leave enough space for an answer;
Don't post too many questions on one page;
The average size of the questionnaire is 1 page;
Don't ask the same respondents often;
Checking the questionnaire on your employees;
Respondents can be motivated by inviting them to take part in a lottery, where the completed questionnaire is entered into a prize draw.
The completed questionnaire should be carefully designed and tested before it can be used on a large scale.
Thus, when the questionnaire is drawn up, it must be qualitatively researched, that is, it must be checked whether all the questions are understood, whether they are correctly interpreted, and whether the person has any confusion in the answers. After that, if necessary, the questionnaire is modified and multiplied by the number that makes up the sample. And either through interviewers, or in another way, this questionnaire gets to the respondents, who begin to fill it out.
The trading network "Monetka" is one of the leading trading networks in Yekaterinburg and the Ural region. As of January 2011, the network included 235 stores. Of these, 21 are Coin Super supermarkets and 214 are Coin discounters. TS Monetka stores operate in Sverdlovsk, Chelyabinsk, Tyumen, Kaluga, Vladimirov, Kurgan, Moscow regions, Khanty-Mansi Autonomous Okrug and Yamalo-Nenets Autonomous Okrug, the Republic of Bashkortostan and the Perm Territory.
The network has a unified system of discounts for discount cards. The design of all supermarkets is decided in a single corporate style. TS Monetka constantly updates its assortment, offering new items and placing goods in such a way that the buyer spends a minimum of his time. Taking care of its customers, Monetka pursues a flexible pricing policy, providing additional discounts.
The study was aimed precisely at identifying the overall satisfaction of customers with the Coin supermarket, at identifying which factors cause a positive and which negative attitude towards this store. The research tool is a questionnaire. The results of the study can be used to improve the efficiency of the supermarket by eliminating the shortcomings that will be revealed after the study.
Based on the results of the study, we can conclude that buyers of supermarkets TC "Monetka" are satisfied to an average degree. This is due to factors such as the presence of a large number of expired goods, poor maintenance of cleanliness and order, the constant presence of an unpleasant smell in the store, low-quality goods, the untidy appearance of employees and poor service at the checkouts, the lack of cashless payments and fraud with products. Accordingly, in order to increase the level of overall customer satisfaction with TS Monetka stores, it is necessary to eliminate what causes a negative attitude, namely: to get rid of expired goods in a timely manner, to keep the store clean and tidy, to purchase better goods , improve the quality of service, as well as increase the requirements for the appearance of employees, improve the conditions for storing goods, introduce additional cashless payments.
Compliance with all these requirements will ultimately, of course, lead to the fact that customer satisfaction from TS Monetka stores will be at a higher level.
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