Case Study: QUESTIONNAIRE DESIGN.

critically evaluate and make recommendations for how to improve the attached questionnaire.

The critique and recommendations should address:

The length, layout, question order, use of screening questions and use of skip questions.

If questions are worded appropriately, are appropriate for the target sample; and use appropriate scale types.

If the included questions are appropriate given the research question.

THE BRIEF

Consumer health consciousness has increased markedly in recent years and certain trends have gained great traction. High protein diets are one such trend and consequently, products looking to exploit this demand have appeared in great number. BiPro Protein Water is one such product. BiPro Protein Water is bottled water featuring whey protein isolate to offer 20g of protein within only 90 calories total. Available in several fruit flavours, the product is designed to bring a ready-to-drink solution to the sports/protein beverage market. Protein Water taps into the interest in, and demand for high protein diets and sports nutrition. Positive consumer perceptions of protein and demand for convenient, on-the-go solutions that accompany exercise create niche for functional, but natural and simple hydration products. As an ingredient, protein has on-trend appeal and can be leveraged as a natural, simple functional ingredient that can be incorporated into a convenient on-the-go format for both sports/exercise and general daily hydration needs.

Current Situation

In July 2016, BiPro launched the Protein Water product, initially in peach and lemon flavours. It stood out within the protein solutions market because it was a pre-mixed, ready-to-drink product, with an impressive range of attributes and claims backing it up.

The product has several factors working in its favour as far as attracting consumers is concerned:

Sugar-free, sweetened with stevia extract, which is natural and calorie free

Gluten-free, lactose-free, despite being dairy derived

20g of protein per bottle, within 90 calories total

Suitable for those with celiac disease, vegetarians, or those with either a lactose allergy or lactose intolerance

No caffeine, with the exception of the deliberately formulated Orange & Caffeine variant

Contains 18 of the 27 amino acids required by the human body, all capable of naturally increasing energy

Classified as safe to use in all competitive events by independent tester NSF International

BiPro Protein Water's core strength is derived from the continuing prevalence of the protein trend; for several years, consumer attention has been directed towards understanding and embracing the benefits of a strong in protein diet. The client would like to learn more about the product category and consumer usage of the product in Australia.

Specifically, the research project should address the following objectives/questions: 1. To understand the consumer segments in the protein supplement product category. 2. How do consumers evaluate the benefits of protein supplements?

Market Research Requirements

The client has requested that your company develop a usage and brand preference study for the protein health supplement product category in Australia. The client has requested that the sample used in Phase 1 include participants from all states in Australia.