• In conjunction with the Better Homes and Gardens Best New Product Awards, Toronto-based. BrandSpark International surveyed more than 50,000 U.S. consumers on topics such as “recessionary shopping behavior, healthy eating, future spending priorities, private labels versus premium brands, organic and natural foods, environmental accountability, and money-saving strategies.”
• The BrandSpark American Shopper Study included questions about individual product appeal, intent to re-purchase, consumer confidence level, and expected future spending habits, among other topics. A few of the winning best new products were: Health and Beauty: Olay Professional Pro-X Wrinkle Protocol. Best in food and beverage category: Yoplait Smoothie.
• 1. What types of survey research could have been used to gather this data? Which one would you have recommended? Why?
  2. Carefully read through the case and then list the various types of questions that may have been used to gather the data.
  3. Create a questionnaire that could provide the information discussed in the case.