Conducting Primary Research (Surveys) [LO-3] Claris Inc.

is an advertising agency that is pitching for a new account at a baby food company, Baby Bright. The agency has never held any previous accounts in this business and has no idea of what the market is like. Your research agency has been hired to assess customer behaviour and market responsiveness in this category by asking the 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 may be able to clearly prepare a strategy for their pitch.