Lesson 5-8: Create A Marketing Survey

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Rubric
Rubric
Rubric
Lesson Summary:
In this marketing lesson, students will explore the fundamentals of creating effective surveys to gather consumer information that informs business decisions. Through hands-on activities and real-world examples, students will learn how to design clear, unbiased questions, identify appropriate target audiences, and choose optimal distribution methods for their surveys. Emphasis will be placed on understanding how well-structured surveys help marketers collect valuable data about customer preferences, behaviors, and opinions. By the end of the lesson, students will be able to design and conduct their own surveys and interpret the results to guide marketing strategies.
Lesson Objectives & Instructional Outcomes
Lesson Objectives:
  1. Identify the purpose and importance of surveys in marketing.
  2. Distinguish between open-ended and close-ended survey questions.
  3. Analyze how data collected from surveys supports marketing decisions.
  4. Demonstrate how to create and structure a marketing survey using digital tools (e.g., Microsoft Forms).
  5. Apply the marketing concept by developing a survey that reflects consumer needs and preferences.

​Instructional Outcomes:
  1. Students will understand how marketers use surveys to collect customer feedback and demographic information.
  2. Students will understand the difference between question types and why close-ended questions are often preferred.
  3. Students will understand the relationship between survey design and actionable marketing insights.
  4. Students will be able to construct a 10-question survey with clear, relevant, and well-formatted questions.
  5. Students will be able to apply digital tools to distribute and analyze survey data effectively.
Aim & Essential Questions
Aim: How can marketers use surveys to gather the information they need to make better business decisions?

Essential Questions:
  1. What makes a survey useful in marketing?
  2. Why are close-ended questions preferred in most marketing surveys?
  3. How does feedback from a well-constructed survey help a company meet customer needs?
  4. What digital tools can be used to create and distribute surveys?
Vocabulary
  1. Survey – A tool used to collect information from individuals to gather insights or opinions.
  2. Close-ended Questions – Questions that offer specific options for respondents to choose from.
  3. Open-ended Questions – Questions that allow respondents to answer freely in their own words.
  4. Target Audience – The specific group of consumers that a survey or product is aimed at.
  5. Demographics – Statistical data about populations, such as age, gender, and income.
  6. Marketing Concept – A strategy that focuses on fulfilling the needs and wants of customers.
  7. Feedback – Responses or reactions to a product or service that provide evaluative information.
  8. Data Analysis – The process of evaluating data using logical reasoning to inform decisions.
  9. Response Rate – The percentage of people who respond to a survey out of those invited.
  10. Digital Tools – Online platforms (like Google Forms or Microsoft Forms) used to create and distribute surveys.
Questions For Instructional Time & Higher Level Questions
  1. What is the main purpose of using a survey in marketing?
  2. What is the difference between a close-ended and an open-ended question?
  3. Why are close-ended questions more efficient for data analysis?
  4. How does the marketing concept relate to survey creation?
  5. What information do marketers hope to gain from survey respondents?
  6. What makes a survey question biased or ineffective?
  7. What tools can we use to build and distribute surveys online?
  8. How do marketers use survey data to improve products or services?
  9. Why is it important to know your audience when writing survey questions?
  10. What kind of survey would you create to improve something at Hempstead High School?

Do Now: Scroll down the page and take the survey that looks like this. 

Section 1: Introduction

Directions: Watch the video below. This video will explain to you what this project is about in general terms.

​What Is A Survey?

A survey is a method of collecting data from a sample of individuals to gather information, opinions, or feedback on specific topics or issues.

​Why Do People Create Surveys?

People create surveys to systematically collect data and insights from a group of individuals in order to understand opinions, behaviors, preferences, or demographics on a particular topic or issue.

    What Data Would Be Helpful To Mr. Kazanjian?
    ​- This is an example of a survey
    - Please add your response below

Section 2: I Want You To Use Microsoft Forms

Directions: This video will show you how to get to Microsoft Forms.

Section 3: What I Want From You

Directions: Watch the video below. This video will give what I specifically want from you on this project.

Surveys Are ESPECIALLY IMPORTANT In Marketing

Marketers create surveys to gain valuable insights into consumer preferences, behaviors, and attitudes, enabling them to tailor their strategies and campaigns more effectively. By understanding their target audience's needs and desires through surveys, marketers can develop targeted messaging, refine product offerings, and optimize promotional efforts to drive engagement and sales.
Think of the Marketing Concept (using the needs of customers as the primary focus during planning, production, pricing, distribution, and promotion of a product or service). 

If a business is not aware of customer needs and preferences, that business will wind up wasting a LOT of money in creating something that people don't want. Surveys are a way that marketers become more aware of customer needs.

What Does Our Textbook Say About Surveys?

Our textbook advises that most surveys use closed- ended questions that offer two or more choices. On occasion (in much more rare circumstances) researchers will use open-ended questions to develop additional understanding. 

So What Are You Going To Do?

Yep! You guessed it! You are going to make a survey. There are two types that you can choose from below. 

1.) Create a survey with at least 10 questions on an individual product. In this type of survey, you are measuring attitudes of the customer on that specific product. You can also look at the scope of the industry.

A good example of this is the last few pages of THIS DOCUMENT.


2.)  Create a survey with at least 10 questions about something SPECIFIC at Hempstead High School (a class, an event, a room ....example: bathrooms), a sports field, 

Remember the marketing concept! In order to make positive change (or justify keeping things as they are) you need to know your customer or audience. 

For This Survey I Want You To Stick To CLOSE ENDED Questions

Types Of Survey Questions On Microsoft Forms

Microsoft Forms offers various question types to help you create interactive and effective surveys. Here are the main options:
​
  1. Choice:
    Allows respondents to select one or more options from a list of choices. You can enable multiple selections and even add an "Other" option where respondents can type their answer.
  2. Text:
    Lets respondents enter freeform text answers. It can be used for short responses (e.g., a single word or sentence) or long answers (e.g., a paragraph).
  3. Rating:
    Lets you collect feedback on a scale. You can use numbers (e.g., 1-5) or symbols like stars or hearts. This is great for gauging satisfaction or preferences.
  4. Date:
    Allows respondents to select a date from a calendar. Ideal for scheduling or collecting date-specific information.
  5. Ranking:
    Lets respondents order a set of options based on their preference or importance. This helps you understand priorities or preferences.
  6. Likert:
    Used for matrix-style questions where respondents can rate multiple items using the same scale (e.g., "Strongly Agree" to "Strongly Disagree"). Great for measuring attitudes or opinions.
  7. File Upload:
    Enables respondents to upload files directly to the form. Useful for collecting documents, images, or other files related to the survey.
  8. Net Promoter Score (NPS):
    Measures customer loyalty by asking respondents to rate the likelihood of recommending a product or service on a 0-10 scale.
  9. Yes/No:
    A simplified format for binary responses, where respondents can answer "Yes" or "No."
  10. Dropdown:
    Similar to the "Choice" option but displayed as a dropdown menu to save space, making it ideal for longer lists of options.
  11. Section:
    Not a question type, but allows you to divide your form into sections to organize questions logically and improve respondent experience.

Be Sure To Title Your Survey & State It's Purpose

Directions: Watch video for section 3 for guidance on this part.

Section 4: YOUR RUBRIC! STUDY IT!

Mr. Kazanjian's Business Class
Hempstead High School
Room A112
​[email protected]