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The Market Research Module


Market Research surveys require all the same functionality as standard surveys plus a number of additional features. Our "Professional Quest MR" package provides these additional features, by adding a Market Research module onto the existing functionality of the Professional Quest Enterprise Edition. This version of the software has been developed primarily for organisations that conduct market research surveys for their clients.

The market research enhancements provided in the MR module center around the flow of the survey for respondents - for example, randomisations of pages, questions and values ensures that the flow varies from one respondent to another, thus minimising the affect of bias due to the order that questions are presented. A full listing of the key additional features provided by the market research module are outlined below.

It is quite common in market research firms to ask a respondent to choose one or more products (for example) that they may know about or use, and then proceed to ask a series of questions about the products they selected. The questions are usually the same for each of the products. The Professional Quest MR Edition features “Page Loops”, which provide a quick means of generating the content and logic needed for such circumstances.

The basic steps in creating a page loop are as follows:

The source question for the loop (eg. “Which of these brands have you heard of?”) is created in the survey
Pages that contain the questions that will be asked for each value selected in the source question are set up
A Page Loop is created linking the source question to the pages that need to be looped

Once a page loop is set up, Professional Quest will automatically handle the creation of the necessary pages and flow control on the fly. A special data piping symbol – {loopvalue} – can be used within the looped pages. It will be replaced with the appropriate product name etc. from the source question

Progressive piping is an advanced feature used to pipe responses from a question into other questions. It allows you to show or hide questions (or values within a question) based upon the answer to another question. This is similar to flow control, except that it provides much more "granular" control. Flow control shows or hides an entire page - progressive piping can effect what is shown within a page.

An example of progressive piping is shown below. The answer to a readership question affects the rows shown in a grid later in the survey:

Page randomisation is used to randomise the display of consecutive Pages. Randomising a Page’s position in a questionnaire is as simple as selecting the Randomise Page position radio button when adding or editing a Page:

Consecutive Pages that have been flagged as randomised will swap positions amongst themselves.

Block Page Randomisation

Block Page randomisation works in a similar way to Page randomisation but with the added ability to randomise multiple blocks of consecutive Pages. This is useful if you have 2 or more Pages that need to remain together in their original order, but still require randomising against other Pages.

Question Randomisation
When presented with a long list of rating questions, a respondent is likely to take more care with the first questions than the last questions. Question randomisation minimises the effect of question position, by randomly sorting the rows that appear in a grid question. Question randomisation is enabled simply by ticking the randomise button on the property sheet for a question grid.

Once enabled Quest will automatically randomise the order of all the displayed rows in the grid. For example here we have a standard grid question with a list of attributes down the side and a scale across the top.

When another respondent comes to answer the same grid question, they are likely to see the questions within the grid in a different order. For example, the respondent may see the question as follows:.

Value Item Randomisation
Value Item randomisation randomises the display order of value items (codes) within a single range-of-values question. This is particular useful in cases of where questions have long brand lists, and you do not wish to have the choice of brand biased by the order in which the brands are shown.

Code randomisation is enabled by clicking on the format tab in the required question’s property sheet and ticking “Randomise value item order”. Once clicked you will also have the ability to exclude the last code from randomising, this can be used when the last code is “Don’t Know” or “None” etc.

Code randomisation can be applied to single or multiple response questions.

Market researchers often conduct surveys where it is necessary to ensure that respondents are representative of the population of the particular market that is being tested. They therefore need to control the number and type of respondents - for example they may need to control the number of females and males from different states who complete the survey. This management of respondents is known as “quota management”.

The most basic form of quota management is the restriction of the total number of responses that may be entered into a survey. More advanced “flow based” quota control limits the number of respondents based upon their answers to certain “screener” questions in the survey. In general, the screener questions will be demographics questions, such as gender. If a quota is met, the respondent will not have to answer any additional questions in the survey (they will “screen out”). This process is shown below:

Flow control quotas allow for more powerful and flexible management over your sample. These allow the survey to stay open until all quota targets are ‘full’. These quotas allow you to collect exactly the right number of each group of respondents you are after. For example, you may want to collect a maximum of 100 people over 65:

The use of online panels in Market Research web surveys is becoming very common, whether it be your own panel or a panel provided by a 3rd party. Professional Quest MR provides the ability to easily integrate with these applications by “Triggering a post-event response”.

These events are set up in the After Submit Tab of the ASP Web survey distribution wizard.

Generally, most online panels will have some incentive or rewards scheme in order to encourage responses to surveys. Many panels reward their members based on length and complexity of survey and will reward them for full completion of the survey and possibly give a lower reward for semi-complete/screen-outs.

Export to SurveyCraft
SurveyCraft is commonly used in (particularly in Australia) for collection and analysis of market research data. The software does not support Web-based surveys, however. Users of Professional Quest can create Web-based surveys, collect the responses, then import both the survey design and the survey data directly into SurveyCraft.

Export to SPSS
While common statistics can be generated directly within Professional Quest, there may be times when you want to produce more high-level statistics (eg. regression analysis). SPSS is a high-level statistical analysis tool that is often used for this purposes. Professional Quest has an export feature that will natively create the .SAV files that can be opened directly in SPSS. The questions and responses to be exported can be selected as part of the export process:

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