2.4 Writing Surveys That Get You Actionable Insights

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商务英语课程:市场与营销英语 Marketing & Sales

亚利桑那州立大学

课程 3（共 4 门，商务英语课程 Business English 专项课程）

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如果你在营销、销售或是广告部工作，你已经知道有效率的沟通是必要的。当你要用英文并用说服他人的方式来表达你的想法，这可能会是很困难的。在本课程，你和全球的成功专业人士加入学习行列时，你将学到有效地使用英文。当你随着在营销部工作的真实情境的人物，看着他们努力地提升他们的沟通技巧，同时你也会提高你的能力。从你的成功和失败的经验中学习，反省你自己的沟通方式、优点和需改进的方面。上完本课程后，你将能够: ● 透过有效率的电子邮件、报告和有说服力的简报来表达你的想法 ● 学习有关市场调查研究、品牌建立，直接营销和广告费用等字汇和用语 ● 对于你商务英语沟通能力的效率，立即获得全世界的销售和营销专业人士的回馈 ● 成为提升商务英语沟通能力全球商务专业人士社群的一份子 If you work in marketing, sales, or advertising, you already know that effective communication is a requirement. This can be even more difficult when expressing your ideas in a persuasive manner in English. In this course, you will learn to use English more efficiently while joining successful global professionals around the world. Develop your skills along with authentic characters that work in marketing and also work hard to improve their communication skills. Learn from your successes and failures, reflect on your own style, strengths, and improvement areas. After taking this course, you will be able to: ● Express your ideas through efficient emails, reports and persuasive presentations ● Learn words and phrases related to market research, branding, direct marketing, advertising costs, etc. ● Get instant feedback about the efficiency of your business communication skills in English from sales and marketing professionals from around the world ● Become part of a global community of business professionals who are developing their English communication skills

从本节课中

产品的看法 Product Perception

你曾经做过调查吗?你会看到一案例，如生物牙膏营销团队问及路人有关他们对产品的意见。有效的简报和意见调查的是要有清晰和简单易懂的图像来开始。这一周的课程，我们将探讨曲线图，图表和问题来写强而有力的意见调查报告。在有自信地做简报之前，我们将会学习正确地解读这些图表的重要性。 Have you ever been part of a survey? You’ll see an example as the BioDent marketing team asks people from the streets opinions about their product. Effective presentations and surveys first start with clear and easy to understand visuals. In this week’s lessons we’ll explore graphs, charts and questions to create strong surveys. We’ll learn the importance of interpreting these charts and graphs accurately before presenting them with confidence.

2.4 Writing Surveys That Get You Actionable Insights4:36

2.7 Visually Communicate Data with Charts5:31

教学方

Andrea Mürau Haraway
International Educator
Wanda Huber
International Educator
Jenny Young
International Educator
Beatriz Fuentes-Anderson
International Educator

Hello again, and welcome back to English for Marketing and Sales.

In the opening scene for

this lesson we saw some market researchers conducting surveys.

These kinds of surveys are so common.

I've been stopped in the shopping mall.

I've gotten them by email.

They come over the phone.

I've even gotten them on my groceries receipts

with the chance to win $5,000 if I complete the survey online.

These marketing surveys have become so common because they're easy.

Easy to create, easy to distribute and easy to analyze.

However you only get one chance at a survey.

That ease of use can be misleading.

Writing a survey that gets you reliable results and

actionable insights is hard work.

So in this video we will review six tips for writing effective surveys.

Tip number one, make sure your audience knows what you're talking about.

For example in this question.

How likely are you to use BioDent Toothpaste?

They may not have heard of it, or they may not know the benefits.

Instead of that, your survey question should be, BioDent Toothpaste is a new

dental care product that incorporates probiotics to prevent tooth decay.

How likely are you to purchase Biodent the next time you purchase toothpaste?

Tip number two, keep it simple.

Ask only one question at a time.

In this question,

you are asking the respondent to answer two questions at once.

Instead, ask two separate questions.

Is the packaging attractive?

Is the packaging easy to use?

Tip number 3, avoid leading questions.

For example, if you ask, what do you like about your current toothpaste?

It pushes for a positive response.

Instead, try to give options.

If you ask, what, if anything, do you like about your current toothpaste?

The respondent has the option to not like something.

Tip number four, questions should flow from general to specific,

from easy to answer to more introspective.

Use the funnel approach.

Remember in El Reto, the interviewer began with a simple question.

Look at this picture.

Does this look like a product you would be attracted to in the store?

And then ended the survey with a more complicated question.

Now, what if this product prevented you from getting cavities,

because it was formulated with natural probiotics?

How likely would you be then?

Tip number five.

Answers to multiple choice questions should not overlap, and

should include all the most likely answers.

And offer an opt out answer, such as I don't know or not applicable.

For example, you might ask how likely are you to use BioDent gum?

But offer an opt-out for people who don't chew gum at all.

That way you won't get a not likely answer to skew your results.

You will only include answers from people who would chew gum.

And finally tip number six.

Use closed questions such as multiple choice, yes-no or

Likert scale to get quantitative data that can be analyzed quickly.

Use open-ended questions to gather testimonials,

to identify case studies, or to gain information you may not have considered.

In this takeaway section, I'll leave you with questions you can use to review

any survey you prepare before it launches.

These questions are based on the six tips from this lesson.

Does the audience know what you're talking about?

Are you asking only one question at a time?

Are any questions pushing for only a positive or only a negative answer?

Do the questions flow naturally from one to the other?

Do any of the multiple choice answers overlap?

And have you offered an opt out option in case none of your answer choices applies?

Do you have a balance of quantitative and

qualitative questions that will provide you with the information you're seeking?

Remember, surveys may be easy to implement, but

you only get one chance to get it right.

Thanks for watching English for Marketing and Sales.

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