List some areas in the field of marketing where surveys might be used to gather information. 

Expert Answers
pohnpei397 eNotes educator| Certified Educator

There are a number of areas in the field of marketing in which surveys would be useful.  In general, these are areas in which subjective data are needed.  Let us look at a few of these areas.

  • How customers feel about your brand.  Companies are often very concerned with their brand equity.  They want their brand to have a positive reputation.  Therefore, they might conduct surveys that ask people how they feel about a brand and to explain why they feel that way.
  • How customers use a given product.  In order to know how to market your product, you might need to know how people are using it.  You can use surveys to obtain this information.
  • How well customers like the product once they have bought it.  You want customers to buy your product, but you also want them to be happy once they have bought it.  If they are not happy, you would like to know why in hopes that you can remedy that situation.  A survey can be good for this.
  • How aware are customers of your product and how likely are they to buy?  This is particularly important if you have a product that is new to a market.  You can also get this information via survey.

All of these areas are ones that would be conducive to the use of surveys.