Conducting Primary Research (Surveys) [LO-

3] Claris Inc. is an advertising agency that is pitching for a new account at the baby food company Baby Bright. The agency has never held any previous account in this business and has no idea of what the market is like. Your research agency has been hired to assess customer behavior and market responsiveness in this category by asking relevant target audiences to complete a questionnaire. Design a questionnaire to solicit valid answers for a report to Claris Inc.

about the current market, competitive information, and customer rationale in arriving at brand preferences so that the agency can prepare a clear strategy for their pitch.