The Influence of Survey Bias
Surveys are distributed to the public in the target region when a more a general perception of the brand is desired. However, when information about the specific company’s customer service and product is required, the surveys are sent to people who actually use the product or service. As a result, the type of survey distributed is highly dependent on the type of data desired. A major problem that arises in the field of survey research is that there is often bias surrounding the results. At the cross-section of marketing and psychology lies the analysis of survey bias, a discrete field of research that is pertinent to understanding the needs and the perception of the target market. Although survey analysis itself falls into marketing, overcoming survey bias requires psychological research, and the causes of this phenomenon are manifested in the subconscious brain.
A Culmination of the Year
In order to truly understand how intrinsic survey bias can be eliminated, I conducted research over methods that activate the subconscious mind. After finding three methods, I created a survey that asked about consumer perception using creative questions. For the purpose of this project, I focused on finding out more about the consumer perception of Pizza Hut. My research culminated into a paper and a presentation to the Pizza Hut marketing team about my findings.