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Curso de Inglés para Marketing

Curso de Inglés para Marketing

Ana Karina Gonz√°lez

Ana Karina Gonz√°lez

Market Research: Writing Surveys


Understand the power and impact of surveys. Design surveys focused on obtaining actionable and relevant insights.

Challenge: Design a 5 question-survey for a soon to be launched product/project highlighting the information you need to obtain from the public.

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Market Research: Writing Surveys

   1 Explain
         How / What 
   2 Keep it simple
         Attractive and Easy
   3 Avoid leading question
         What do you like about...
   4 Use a FUNNEL approach 
         General and Specific elements
   5 Offer an out
   6 Mix Quantitative & Qualitative 
          Multiple choice (Yes-No)
          Open questions

Are you asking only one question at a time?

      Be positive when you ask
      Have a balance between Quantitative and Qualitative


  Surveys = Encuestas

Survey Monkey can be a useful tool:

Furniture store
The following questions will afford us to know better about what is important for our costumers when they looking for new home furniture.
The Mobel Team appreciate the time that you are taking in order to answer this survey.
1.-What would you consider the main reason to get a new furniture?
a) the ones that i have get old / broken
b) switch style and decoration
c) new space needs
2.-Who is the person in the house that take the final decision about the furniture style?

3.- Wich feature do you consider most important on a furniture store? (less important: 1 more important: 5)
2- variety
3- services included
4- versatility
5- cost

4- Woul you like to be able of modifying a furniture desings and measures to make it fit perfectly on your house?

5- What is the material that you prefer on a furniture?
a) wood
b) iron
c) synthetics
d) other _________

Best regard

I want to tell you we are currently doing a project. We need your support by fill in this survey, responding some questions to validate our study and your profile fits in what we must validate.

Thank you very much for your cooperation.

1. If you decided to know English, what would be the reasons to learn and practice it? (Choose the ones applicable for you).
A. In my current job is required to know and speak English all the time.
B. To start going to language interexchange bars and have new social plans.
C. I¬īm studying a career, which requires English.
D. I always wanted to improve my English. Know a second language.
E. Not applicable.

2. Where would you like to receive the service to improve and practice English? (Choose the ones that fit for you).
A. At your office.
B. At your home.
C. At establishment. If it¬īs the case, which one? _________________.
D. Online in your PC.
E. Mobile App.
F. Other: _______________________________________________________________
G. Not interested.

3. What would you add to the service proposal that suits a particular need you have? (Choose the ones that fit for you).
A. English cultural interexchange Club.
B. English Group in my current Job.
C. Personalized one-to-one English sessions, anywhere you preffer.
D. Personalized one-to-one English sessions, vía mobile.
E. Online English groups.
F. Other: _____________________________________________________.

4. What aspects would you like to improve about going to your current way of learning English?
R: _____________________________________________________________.

5. In a scale from 1 to 10, how important is know and speak english for the following situations? (1 is not so important and 10 is very important):

A. Marketing Jobs
1 2 3 4 5 6 7 8 9 10
B. As a new way to flirt with girls/guys
1 2 3 4 5 6 7 8 9 10
**C. Traveling abroad. **
1 2 3 4 5 6 7 8 9 10
D. Business
1 2 3 4 5 6 7 8 9 10
E. Sales
1 2 3 4 5 6 7 8 9 10
F. Technology Careers
1 2 3 4 5 6 7 8 9 10
F. New jobs offers
1 2 3 4 5 6 7 8 9 10
G. Avoid social awkward situations
1 2 3 4 5 6 7 8 9 10

This remains me of my notes from my classes in copywriting here in Platzi. It would be awesome to have a couse like that in english too!
Like a 2.0 of this course ūüėĄ



  1. How often should you make repairs in your bathroom or kitchen?
  2. Do you have a trusted person to help you with those repairs?
  3. On a scale of 1 to 10 how satisfied are you with the services that have been provided to you in the past?
  4. What is your most recurring payment method :
    a) Debit Card
    b) Credit Card
    c) Paypal
    d) ApplePay
  5. Would you like to get a FREE TRIAL of our web application once it is available? :
    a) Yes ( Please write your email to contact you in the future )
    b) No
    c) I’m not sure
  1. Would you like to improve your English skills?
  2. Would you pay a little money by an android app to better?
  3. Can you invert 20min per day in this app?
  4. This app has the action to wide your vocabulary according to level, do you interest?
  5. It tries to memorize vocabulary with cards depending on your English level, each card includes a new vocabulary, meaning, and at least one example using it, would you but it?
  1. Explain (What you talking about)‚Äď> Product and service
  2. Keep it simple (Is the packing attractive and easy to use)
  3. Avoid leading questions
  4. Use a funnel approach (First general and move on to more specific)
  5. Offer an out (Options)‚Äď>Include ‚ÄúI don‚Äôt know‚ÄĚ or ‚ÄúNot applicable‚ÄĚ
  6. Mix quantitative and qualitative (multiple choice, yes or no) (Testimonials, case studies, open questions)


  1. Does the audience know what you¬īre talking about?
  2. Are you asking only one question at a time?
  3. Are any questions pushing for only a positive or negative answer?
  4. Do the questions flow naturally?
  5. Have you offered an out option in case none of your answers apply?
  6. Do you have a balance of quantitative and qualitative questions?

6 tips for writing effective surveys:
1. Explain: Your potential client needs to know what you¬īre talking about, related to a product or service and add more info. For example: "How likely are you to buy‚Ķ"
2. Keep it simple: Being accurate with our questions. We can make 2 simple questions from a complex one.
3. Avoid leading questions: Lead the way for our customers in an open way. We need to know the areas of improvement instead of positive things about their current brand.
4. Use a funnel approach: Going from general elements (easy to answer) to specifics (more introspective).
5. Offer an out: Not including ‚Äúyes/no‚ÄĚ answers or possible answer choices.
6. Mix quantitative and qualitative: How many times? Yes/No/Scale questions. Testimonial, open questions, case studies.

When doing research is really important to not push for a positive or a negative answer

MIx quantitive and quality