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ConceptFRAMEWORK

Survey

surveys · questionnaire

The survey is quantitative market research's workhorse: a standardised questionnaire across a sample, making answers countable and comparable. Quality stands or falls with design: question order, wording and answer scales steer the outcome, and a leading or double-barrelled question produces precise figures about nothing. The deeper limitation is behavioural: people report what they think, think they do, or find socially desirable, and that systematically deviates from what they actually do. Surveys are therefore strong on knowledge, attitude and memory, and weak as predictors of behaviour; where possible, behavioural data wins.

Covered in

F3

F3-04 Survey Design and the Art of Asking QuestionsCore lecturestill locked

F3-01 What Market Research Actually Is

F3-02 Qualitative Research — Understanding the Whystill locked

F3-03 Quantitative Research — Measuring the Whatstill locked

F3-06 Segmentation Researchstill locked

F3-08 From Data to Insightstill locked

F3-09 Data Literacy and the Modern Marketing Stackstill locked

F3-10 Integration: the researcherstill locked

A1

A1-01 What Makes a Marketing Law a Lawstill locked

A4

A4-04 Price Research: Gabor-Granger, Van Westendorp, Conjoint — and the Limits of Eachstill locked

A4-09 Subscription and Dynamic Pricing: What the Market Bears and What Customers Deem Fairstill locked

A5

A5-01 B2B Is Not a Different Universe — Where It Is and Isn'tstill locked

A5-04 Buying Groups and the Buying Committeestill locked

A5-06 Category Entry Points and Mental Availability in B2Bstill locked

A5-07 Account-Based Marketing — an Honest Labelstill locked

A5-10 Measuring the Long Cycle — the B2B Growth Audit (Capstone)still locked

Show all 64 mentions

A6

A6-01 Why International Marketing Knowledge Is Different — The Meta-Openingstill locked

A6-03 Hofstede's Dimensions — The Framework and the Critiquestill locked

A7

A7-02 The Innovation Funnel and the Real Failure Ratesstill locked

A9

A9-05 Synthetic Research & Digital Twinsstill locked

A10

A10-03 Jobs-to-be-Done: The Question Behind the Categorystill locked

F1

F1-05 The Marketing Process: From Analysis to Action§ 1. The Process: Six Stages

F1-06 What Marketers Actually Do§ 2. The CMO: The Most Fragile C-Suite Role

F1-07 The Seven Misconceptions About Marketing§ Misconception 5: "Purpose-Driven Brands Outperform"

F2

F2-03 Heuristics and Cognitive Biasesstill locked

F2-05 Mental Availability and Category Entry Pointsstill locked

F2-07 The Neuroscience of Brand Choicestill locked

F2-12 Integration: the consumerstill locked

F4

F4-02 Segmentation — Dividing Markets That Don't Want to Be Dividedstill locked

F4-05 Positioning — Mental slot, distinctive asset, and cultural tensionstill locked

F4-06 Differentiation — Real, Relative, and Perceivedstill locked

F4-07 Perceptual Maps and Competitive Analysisstill locked

F4-08 Customer Personas — Useful Fiction or Dangerous Fantasy?still locked

F4-10 STP in the Digital Agestill locked

F5

F5-02 The Aaker Model: Five Dimensions of Brand Equitystill locked

F5-05 Mental Availability & Category Entry Pointsstill locked

F5-11 Brand Health Measurementstill locked

F5-13 Brand Valuation & the CFO Conversationstill locked

F6

F6-02 Product — The Centre of Gravitystill locked

F7

F7-09 ESOV and Share of Voicestill locked

F8

F8-06 Digital Attribution — The Great Measurement Liestill locked

F8-09 Digital in the Mix — Integrating, Not Isolatingstill locked

F9

F9-02 ROI, ROMI, and the Measurement Trapstill locked

F10

F10-01 What Marketing Organisation Actually Is§ The academic evidence on marketing's influence within the firm

F10-02 In-House vs Agency — The False Dichotomystill locked

F10-07 The Marketing Team as Systemstill locked

F11

F11-03 Privacy, Data, and the GDPR Realitystill locked

F12

F12-09 Measurement, Feedback Loops, and Adaptive Strategystill locked

M1

M1-02 FMCG — The Evidence Heartlandstill locked

M1-05 Do the Laws Hold in Subscription Markets?still locked

M1-11 Long Cycles, Long Memories — Automotive Buying Behaviourstill locked

M1-14 Green Claims and the Purpose Temptationstill locked

M2

M2-01 Why leadership literature needs a warning labelstill locked

M2-04 Governing brand decisions — who decides what, and who gets to say nostill locked

M2-05 Leading the client-agency-inhouse trianglestill locked

M2-09 Talent, craft and the seniority gap in marketing teamsstill locked

M3

M3-03 Distinctiveness versus Differentiation — the masterclassstill locked

M3-09 Crisis and the Reputation Reservoir — the brand under firestill locked

M4

M4-01 How Do We Know Effectiveness Is Declining? — A Meta-Openingstill locked

M4-02 The Evidence — IPA Databank Trends Since 2006still locked

M4-07 Procurement, Zero-Based Budgeting and the Erosion of Marketing Budgetsstill locked

M4-08 The Short-Term Incentive Machine — Bonuses, Tenure and the Quarterly Regimestill locked

M4-10 Rebuilding the Effectiveness Culture — What a CMO Does Tomorrow (Capstone)still locked

M6

M6-18 Domino's Pizza Turnaround: honesty as positioningstill locked

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