Answer's objective: My task is to evaluate and make recommendations on how to improve the draft questionnaire below to maximize its effectiveness in the research. I will need to evaluate on:
- if the questionnaire will collect the data needed to address the research objectives of the research;
- the appropriateness of the length, structure, and layout;
- use of screening and skip questions;
- phrasing of the questions; and
- use of different scale levels/types.
Research's objective: Xav is a social enterprise start-up in Melbourne that sells candles ("tins of courage"), diffusers and wax tablets. They give a percentage of their profits to raise awareness and funds for childhood cancer research, charities and directly to families experiencing childhood cancer. They operate online 100%. The company currently plans to expand their product line; hence, they need this market research to support the launch of an expanded product range over the next 12 months and the development of a communication strategy related to their brand story and how Xav contributes back to the community. They are planning to conduct marketing research with homewares consumers in Australia. A quantitative research with homewares consumers in Australia must address the following questions:
- What are the product preferences and purchasing habits of consumers who purchase candles or home fragrance (diffusers, wax tablets) online? How is a consumers product preferences and purchasing habits related to their willingness to spend on candles or home fragrance online?
- What features would make a candle/home fragrance subscription attractive to consumers?
[FYI: Xav subscription would involve a monthly/quarterly delivery of a range of Xav products]
Note: Respondents should have purchased candles or home fragrance (e.g. diffusers, wax tablets) online at least once in the previous 12 months.
Draft questionnaire:
DRAFT QUESTIONNAIRE Q1 How regularly would you say you buy soy wax candles for gifts and personal use? O Monthly O 3 monthly O 6 monthly O Yearly O Once off for gifts Q2 What size candle do you regularly buy? O 10 hour burn 20 hour burn 30-40 hour burn O over 40 hour burn O other Q3 How much would you most likely spend on candles in 3 months? O $0-20 O $20-40 O $40-60 O $60-80Q4 What kind of wicks do you prefer in your candles? 0 Thread wicks 0 Wood wicks 0 Either, I'm not fussed Q5 Do you prefer Candles with lids? 0 Yes 0 No 06 What are your favourite candles fragrances? 0 Herbs 8a Spices 0 Fruit s Ben'ies 0 Floral 0 Deli, Bakery :1 Treats 0 Water, Earth a. Fire 0 Essential Oils 0? Please can you list all you favourite candle fragrances? 08 What is the most important aspect of a candle to you? O Bum time 0 Container 0 Fragrance 0 Price 0 Design 0 Type of wax 0 Brand name 0 Sustainable product Q9 Would a completely natural wax and sustainable product that could be recycled appeal to you? 0 Yes 0 Maybe ONO 010 Would you consider going on a candle subscription? 0 Monthly 0 Quarterly 0 No, this does not interest me Q11 How many times in the past 12 months have you bought candles or another homewares item ONLINE for yourself? Oo O 1-2 O 3-5 O 6+ Q12 If you bought homewares online, which of the following types of homewares have you purchased online in the past 12 months? Candles Diffusers Cushions Oil diffusers Wall art Bedding Mirrors Blankets and throws Art Vases Lighting Photo frames Candle holders Plant holders/pots Artifical flowers/plantsC] Clocks C] None of the above 013 Do products that contribute to causes! charities appeal to you? 0 Yes I like to support where I can 0 Yes I would buy these over other products 0 No | feel end up costing more 0 I do not have a preference 014 Would you like to go on to the mailing list for a new candle range? If so please leave your email below 015 We would now like to understand your shopping habits. Describes me Describes me Describes me Describes me extremely very well moderately slightly well well well I don't need a reason to go shopping | nd inspiration from social media sources I frequently research online before making a purchase If I need help, I'll ask I prefer to be organised when shopping I prefer to shop online I get satisfaction from ticking things off my shopping list Brands are important to me I am sawy when it comes to nding the best bargains 000000000 000000000 000000000 000000000 I keep up to date with new arrivals & the latest trends I know the centre I visit well. There's no reason to go elsewhere I like to receive a lot of help when shopping Online shopping is great, but I need to 'touch and feel' Shopping is a chore I prefer to be left alone by staff when I go into a store. I was born to shop Shopping is an adventure When I go to a shopping centre I want to see unique and different stores I often spend time browsing without a purpose in mind I prefer shopping on my own It's nice being able to chat to staff in a store. It makes my shopping experience more enjoyable 000 0000000 00 000 0000000 00 000 0000000 GO 000 0000000 00 016 Once COVlD-19 restrictions have been lifted, do you think your behaviours will decrease. stay the same. or increase for each of the following activities related to your home compared to before crisis? higher Much Moderately Slightly higher higher About the same Slightly lower Moderately lower Much lower Shopping for clothes and apparel Shopping for cosmetics and beauty Shopping for homewares and decor Buying in-store Buying online Visiting shopping centres 01? Are you... 0 Male 0 Female 0 Other 0 Prefer not to say 0 O 0000 O O 0000 O O 0000 O O 0000 O O 0000 O O 0000 O O 0000 018 Which of the following categories best describes your current employment status? 0 Full-time 0 Part-time 0 Casual 0 Not currently employed 0 Retired Q19 How old are you? 0 Under 13 O 13 24 O 25 - 34 O 35 -44 O 45 - 54 O 55 -64 O 65 - 74 O 75 34 O 85 or older Q20 What is your annual household income? O Less than $10,000 $10,000 - $19,999 O $20,000 - $29,999 $30,000 - $39,999 O $40,000 - $49,999 $50,000 - $59,999 $60,000 - $69,999 $70,000 - $79,999 $80,000 - $89,999 O $90,000 - $99,999 O $100,000 - $149,999 O More than $150,000 END OF DRAFT QUESTIONNAIRE
