Different projects in the MBA were related to market research, so I would just llike to share some learnings when designing and implementing a survey.
Think and define what results you want to get. Do you want to define preferences, patters, trade-off? Why will this help you with the project you are working on? These questions will help you define and justify the survey.
Design the survey to obtain those results. Once you define what is it that you want to get out of the survey, then you will need to ask the right questions thinking on the answers and how you will interpret them.
Make sure you will be ale to get a big enough sample size. This is necessary to obtain representative results.
Get the people who will help you launch on board. You will need your people and negotiation skills not only to sell your idea and get the survey authorised (let's admit that surveys are not the favourite things clients want to do in their free time), but to get support in implementing it. People will have to go out of their day to day activities to help you so you need to make them part of what you are researching.
If you want to offer incentives (like a prize draw) find out legal requirements in the country you will launch the survey. I have learnt that countries using the Latin legal system usually need to write the prize draw rules and have them legalise with a notary, which can take time and can be costly. Countries with Anglo Saxon system are much more straight forward.
Possible distorted results and how to fix it. Think of extreme cases where people will not answer the questions properly so you can identify them and clean the answers.
These are some key points I have thought of so far in order to make your life easier when designing and conducting market research.
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