SURVEY RESEARCH & CUSTOMER PROFILING

ACTIVITY

PETMALU LODI!
Objectives:
 To build cooperation and coordination during the flow of activity
 To make the activity fun and engaging

Direction: The class is divided into two groups. The reporters will read question in
reverse only twice then one representative of the group will complete the
challenge before they will answer the question. There are three set of
questions: EASY, MODERATE & HARD category. EASY category is
equivalent to 1 point, MODERATE; 2 points, and HARD; 3 points. The
group that will garner a highest number of scores will be declared as
winner of the game.

EASY CATEGORY
1. No-a ang les-Ing sa “sa-ban”?
Answer: Country
2. Tuhin-kumple ang title ng serye-tele sa AMG na wing-tu pon-ha,
“Ika-___ na Sotu”.
Answer: Anim (6)
3. Nong-si ta-artis sa AMG ang sagang-binang “Asia’s Birdsong”?
Answer: Regine Velasquez
4. No-si ang ta-artis sa NBC-SBA na nap-guma lang-bi Do-car sa Ang Syano-
probin?
Answer: Coco Martin
MODERATE CATEGORY
1. Nong-si lidad-persona ang guriang-tina “ABP Gend-Le”?
Answer: Robert Jaworski
2. Ang-sa labas-pa sa NBC-SBA kita-maki si Lino de Trocas?
Answer: TV Patrol
3. No-a ang ngalan-pa ng rakter-ka ni Niel-da La-Padil sa seryeng-tele “La Nalu Re-
Sang”?
Answer: Tristan
HARD CATEGORY
1. Tuhin-kumple ang rics-ly ng ta-kan ni Ra-Moi la-de Re-Tor na “Tibo-ti – boti”?
“Sang-i _______ mo mang-la at ko-a ay tablan-tina, at ang king-a babae-pagka ay
buhayan-nabu”.
Answer: Halik
2. No-si ang lawang-ika baeng-ba dente-presi ng Pinas-Pili?
Answer: Pres. Gloria Macapagal-Arroyo
3. No-a ang nay-tu na ngalan-pa ni Vice Da-gan?
Answer: Jose Marie Viceral
ABSTRACTION

Objectives:
 To identify the process of a survey research
 To determine the methods of customer profiling

SURVEY RESEARCH
 Survey is the most preferred instrument for in-depth quantitative research. The
respondents are asked a variety of questions which are often about their personal
information, their motivations, and their behavior. Surveys can be conducted via
telephone, personal (face-to-face interview), and mail interview (either printed or
electronic mail). Probably, the most popular type of survey research is the Usage,
Attitude, and Image (UAI) survey, which is intended to derive market awareness,
market size and share, product usage and preference, customer interest, and
customer image.
 In planning a survey, there are three important concerns that one has to look into:
 Sampling technique
 Getting the sample size
 Designing the questionnaire
 Of these three concerns mentioned, designing the questionnaire proves to be the
most sensitive phase.
Questionnaire Design
 There are some basic rules that have to be followed in question formulation.
These are:
 The questions, in their totality, should be able to elicit all the necessary
information required in the research.
 Each question should be clear and definite.
 Each question should cover one topic at a time.
 Each question should be presented in a neutral manner.
 Each question should be translated into the dialect that the target respondents
are familiar with.
Sampling Techniques
 Sampling techiques are classified into probability and non-probability sampling.
 Probability sampling is where the respondents are randomly selected from a
population such as in the lottery method.
 Non-probability sampling, on the other hand, refers to the technique that is
resorted to “when it is difficult to estimate the population of the study because
they are mobile or transitory in a given location.” Hence, this renders the
characteristic or profile of a group that is difficult to generalize. Some of the
different types of non-probability sampling are convenience sampling, purposive
sampling, quota sampling, and snowball sampling.
Sample Size
 There are three basic sample size determinants. These are as follows:
1. Data variability of a proportion – dispersion of the data or how widely spread
the data is from a central point.
 2. Confidence level in the estimation process – the higher the confidence level
desired, the bigger the sample size needed; the current industry standard has 95%
confidence level.
3. Error in the result of the estimation process – the less error margin desired, the
bigger is the required sample size; it is expressed as plus or minus (+/-) a certain
percentage.
 Assuming that the population is unknown, the formula for computing the sample
size is as follows:
𝐙 𝟐 [𝐩 (𝟏−𝐩)]
𝐧=
𝐝𝟐
where:
 Z = 1.96
(The value of the normal variable for a confidence level of 0.95. This means
that the probability of finding the true population value within a given interval
is 95%. If 99% is the chosen confidence level, the value of Z is 2.58)
 p = 0.50 (the proportion of getting a good sample)
 1 – p = 0.50 (the proportion of getting a bad sample)
 d = error margin in decimal
 n = sample size
 If the population is known, the tables below indicate the compound sample size
(n) for the given population size (N), with a confidence level of 95% and a given
margin of error of 2.5% (column 1), 5.0% (column 2), and 10.0% (column 3).

Do-it-yourself Survey: Steps in Conducting a Survey Research

1. Develop the research objectives. Determine what you want to know and learn.
Define the goals of your research.
2. Determine your sample. Identify who and what kind of people will interview
and where you are going to find them. Determine the number of target
respondents you need and how you are going to choose them. When sampling a
specified group of people (e.g., large businesses in the Philippines), it would be
 advisable to start with a comprehensive list of such groups (e.g., publications on
the top 5,000 corporations in the Philippines).
3. Choose the interviewing methodology. From the different interview methods,
such as face-to-face, by phone, or by mail, choose the appropriate methodology to
use for your research.
4. Create your questionnaire. In drafting your questionnaire, identify the key
information you will have to ask from your respondents. Design your
questionnaire based on the process given above.
5. Pre-test the questionnaire. Determine a similar profile of target respondents and
test the questionnaire. Be mindful of the comments of the target respondents so
that you may revise the questions accordingly and appropriately. (If your
questionnaire is unclear or has multiple ways of answering, the pre-test will reveal
this. You should then revise the questionnaire.)
6. Conduct interviews and enter data. Plan and execute the implementation of
your survey well (including areas to go to, routes to take, time to conduct the
interviews, etc.) Be professional in conducting the interviews. Ensure that data are
entered legibly. (When hiring interviewers, your biggest concern should be their
diligence and honesty because they might interview persons other than those
specified or they might invest answers to complete the job quickly.)
7. Analyze the data. Review your notes. Organize the questionnaires for more
orderly processing. Tabulate, use graphs, and do the statistics. Write the report
including the insights gained from the results. (You should follow the process in
Sales Data Mining in classifying the information.)

CUSTOMER PROFILING
 In effect, when the entrepreneur starts doing the market research, he or she is also
beginning to understand his or her customers, and therefore, profiling them.
Customer knowledge starts with good customer profiling.
 The three methods of classifying or profiling customers are demographics,
psychographics, and technographics.

Demographics
 In demographic classification, we categorize customers into the following:
1. Age
2. Income classes
3. Social classes/Reference groups
4. Ethnic backgrounds
5. Religious beliefs
6. Occupations
7. Domiciles
 Income levels determine the purchasing power of customers. Usually, the
customers are classified according to the following income classes:
1. Class A, the high income class
2. Class B, the upper middle income class
3. Class C, the middle income class
4. Class D, the lower middle income class
 5. Class E, the low income class
 Ethnic backgrounds and religious beliefs affect the cultural beliefs of people
such as the food they eat, how they save and how they spend, and their levels of
conservatism or progressiveness.
 Social classes and reference groups often dictate what is acceptable or
unacceptable behavior. These classes or groups often include family, friends,
neighbors, fellow workers, and societal affiliations.
 Occupations such as those of factory foremen, doctors, taxi drivers, nurses and
teachers also determine what kinds of goods and services these people would buy.
 Domiciles or habitats, or areas of residence and environmental surroundings,
oftentimes, define and limit the choices available to customers.
Psychographics
 Psychographics defines the customer’s motivations, perceptions, preferences and
lifestyle.
 Motivation goes to the roots of customer’s needs and wants. This can be
classified into physiological and psychological. Physiological needs and wants
refer to the customer’s personal likes and dislikes and include the satisfaction of
thirst, hunger, and shelter.
 Perception is the way a person chooses to receive or interpret information from
the external world. While the motivation provides the drive for action, perception
defines exactly what that person will do.
 Usually, information comes through our five senses. A person will process this
information using the faculties of the brain. Hence, different persons may actually
see different things in very different ways.
 Because of our genetics, our nature, our environment, our experience, our
exposure, and our expectations, we begin to prefer certain people, certain things,
certain colors, and certain textures over others. We begin to have a unique set of
likes and also a unique set of dislikes. We begin to appreciate things because of
our emotional and mental memories. Preferences shape customer decisions.
 Finally, in psychographics, there are lifestyle classifications that talk about what
people value most in their lives. Some talk about their behavioral characteristics
as consumers.
Technographics
 Technographics classifies people according to their level of expertise in using a
product or service. For example:
 Sports beginners might just want basic equipment.
 Sports regulars may be looking for more sophisticated equipment.
 Finally, sports professionals would want the best of the best for competitive
purposes.
 In technographics, products and services can range from general purpose items to
highly specialized, customized, and “technologized” goods.
Application of Customer Profiling
1. The first way is to develop a product or service to test out in the marketplace.
 The customers most attracted to the product or service can then be profiled.
 After profiling, the next step is to find our how huge this market is for
exploitation purposes.
 2. The second way is to profile the different types of customers in a given
industry or area as to their needs and wants.
 From these types, the entrepreneur could then choose the customer group with
the best potentials.
 Products or services can be developed by the entrepreneur to match this
chosen customer group.
Market Segmentation
 Customers with similar needs and wants and similar willingness and ability to pay
can be grouped into one customer segment.
 Within this customer segment, we can have finer cuts. We can have different
customer sub-segments. Within these sub-segments we can ever have finer and
finer cuts. Therefore, we can produce products and services that are highly
specialized for any type of customer segment.
Market Aggregation
 Some entrepreneurs prefer to appeal to broader market if possible. They want
market aggregation rather than market segmentation. They prefer to deal in
commodities like rice, bread, and water that appeal to market aggregates rather
than market segments.
Market Mapping
 Similar to sales data mining, market mapping refers to grouping customers and
products according to certain market variables. An entrepreneur can use one or a
combination of demographics, psychographics, and technographics to create a
market map.
 Table 3.4 is an example of a market map based on students’ school life stage or
age and household income bracket.
HOUSEHOLD INCOME BRACKET
SCHOOL
AGE Lower Upper
STAGE Low Upper High
Middle Middle
Post-Tertiary 22 – up
Tertiary 17 – 23
Secondary 13 – 16
Elementary 6 – 12
Pre-School 2–5

 Focusing on the tertiary school stage, the students can further be mapped
according to their household income and occupational preferences.
 Zeroing in on occupational preferences at a certain income level, a technographic
and psychographic grid combination can be drawn.
 Taking Accountancy as the preferred occupation, students can be classified
according to their mathematical aptitude (technographic), and according to their
motivation for taking the Accountancy course (psychographic). Please refer to
Table 3.5.
STUDENT’S MOTIVATION MATHEMATICAL APTITUDE
IN TAKING THE COURSE Poor Fair Good Excellent
Parent’s Occupation
Likes Numbers
 Job Availability
Friends’ Influence
Perceived Ease or Difficulty
Other Reasons

 Products or services can be mapped according to their relative positioning in the

market based on certain consumer parameters.
 Schools offering medical degrees, for example, can be mapped according to the
perceived degree of difficulty of entry and their tuition fees, as shown in Figure
3.4.

 The purpose of market mapping is to provide the market analyst a better

understanding of the market as a whole and to paint a clearer picture of where the
different competitors are relative to the different market segments. Market
mapping would also allow entrepreneurs to discover market segments that are
relatively unserved or underserved. They could then develop products and
services that fulfill the gaps in the marketplace.
APPLICATION

FAMILY FEUD!
Objectives:
 To apply knowledge and understanding throughout the flow of discussion
 To enhance their ability in answering the questions logically

Direction: The class is divided into two groups. There are two rounds of the said
game: Single Money Round and Double Money Round. In the double
money round, the points garnered will be doubled. Based on the survey of
100 people, they will answer the following questions to be read by the
reporters. The group that will get a highest number of scores will be
declared as the “winner”.
Rules:
1. Each member has only ten (10) seconds to answer.
2. A family that will get the top answer will proceed to their respective family to
have a chance of the other members to complete the survey board.
3. If the family has three (3) strikes, the other family will have a chance to answer.
4. This will be “no coaching” system. Do not teach your fellow member when the
time came that the host will ask that fellow member. Every violation will be
equivalent to one (1) strike.

SINGLE MONEY ROUND

Tanong:
Magbigay ng sikat na personalidad sa ABS-CBN na nanggaling din sa GMA 7.
1 ANGEL LOCSIN 35
2 RICHARD GUTIERREZ 20
3 TONI GONZAGA 16
4 ANNE CURTIS 9
5 ROBIN PADILLA 7
6 ALJUR ABRENICA 6
7 PAULO AVELINO 4
8 OGIE ALCASID 3

DOUBLE MONEY ROUND

Tanong:
Magbigay ng title ng pelikula nina Kathryn Bernardo at Daniel Padilla.
1 BARCELONA: A LOVE UNTOLD 37
2 CAN’T HELP FALLING IN LOVE 21
3 CRAZY BEAUTIFUL YOU 16
4 MUST BE LOVE 12
5 PAGPAG: SIYAM NA BUHAY 9
6 SHE’S DATING THE GANGSTER 5
 MODULE IN ENTREPRENEURSHIP

“Survey Research and Customer Profiling”

Presented to:

Ms. Patricia Ann Dela Cruz Maisa

(Subject Teacher)

Presented by:

Richard Vince Marfil Depuno

Jenes Nicole Maaño Selosa
Rosallie Gado Hentapa
Kate Jessica Manato Garcia
Trixia Odi Marasigan
Careza Gabanan Among
Claire Danese Dionisio Broqueza
Angel May Gape Gain

Grade 12 – Karl Marx

Accountancy, Business & Management (ABM)

February 19, 2018