Teaching applied value of marketing research: A questionnaire design project

This paper describes a class project designed to teach students how to apply marketing research concepts in the context of surveys developed and used by local small businesses to assess their customers' views of the company's products and services. Specifically, students are required to obtain an existing customer service survey from one of the local companies and analyze it following specific guidelines for effective questionnaire design and data collection. After analyzing the original company survey, the students prepare a written report and a presentation to document their analysis and the recommendations for improving the original survey. The students also prepare a revised version of the survey to be shared with the management of the company that authored the original survey. The analysis of students' feedback and the peer reviews of the resource suggest that this assignment is both effective and easy to implement. The paper provides step-by-step instructions, guiding questions, assessment of learning results, and discussion of project benefits and challenges.