Research Surveys » Marketing Surveys

Marketing Surveys can provide the information you need to test new product ideas, bring a product to market, and sustain an existing product. Marketing Surveys are what you need to test the waters and provide stake holders with the information to move forward with new initiatives.

Survey Goal

Before starting your Marketing Survey you will need to clearly define your survey goal. This will help focus which questions you ask within your survey.

Here are two examples of Marketing Survey goals:

• Survey Goal Sample #1: To determine awareness of [Product] and to have respondents rate our product versus the top three competitors.
• Survey Goal Sample #2: To gauge consumer need for our new proposed Product and to test believe-able messaging and acceptable price points.

To learn more about Survey Goals, please visit our Survey-Questions page.

Survey Questions

The questions that you use in your Marketing Survey will be dependent on your survey goal.

You may want to measure your brand awareness among respondents. One way to do this is to send your survey out blind — with respondents not knowing who is sending the survey. You can ask respondents to supply all of the company names for a specific type of company in an open ended text question. This is called an unaided question type and might look like this if your product was ice cream:

You can follow this question up with an aided question on the following page. This question might look like this:

You can use the piping feature to ask any follow-up questions about your brands and the other brands that your respondents are aware of.

If you are are testing product pricing, you may want to use the Van Westendorp Pricing Model. This model provides an Optimal Price Point (OPP) for the product that you are testing. To get this information, you need to ask respondents a set of four radio button questions:

• At what price would you consider the product to be so expensive that you would not consider buying it? (Too expensive)
• At what price would you consider the product to be priced so low that you would feel the quality couldn’t be very good? (Too cheap)
• At what price would you consider the product starting to get expensive, so that it is not out of the question, but you would have to give some thought to buying it? (Expensive/High Side)
• At what price would you consider the product to be a bargain—a great buy for the money? (Cheap/Good Value)

The answer options should be the same for each of the four questions and these should include an minimum of 5 possible price points.

The price points should be of equal distance apart from one another.

Survey Examples

SurveyGizmo has several pre-built survey templates to help you get started. Our survey templates are completely customizable so feel free to add your logo and brand style.

Click on image for an interactive marketing survey demo

Survey Reports

Our interactive reports are real-time and make it easy for your to review your data. You can also filter your results by an answer option to delve deeper into the results.

If you used the Van Westendorp Pricing Model, you can identify the Optimal Price Point (OPP). You can export your Summary Report to Excel and then create a line graph from the results of the four pricing questions.

The Optimal Price Point (OPP) is the place on the graph that Too inexpensive crosses Too expensive. The red box shows the optimal price point; in this test example, that price point would be $16.00.

Please note that all data used in these examples is test data and not actual survey data.

Additional Resources

Sometimes you need some industry background before conducting your survey. Here are some resources that may help you with this material:

Council of American Survey Research Organizations (CASRO)

Business Marketing Association (BMA)

American Marketing Association (AMA)

Direct Marketing Association (DMA)