This assignment you will use the eleven-question market research survey/questionnaire using the format below. At the end of your questionnaire, provide a short explanation of what your goals were in designing it and any other commentary you have about the process of creating it. The purpose of your survey is to measure consumer preferences with respect to a variety of commercial products.

For this you should assume that you have been hired to gather general information on behalf of one of the industries listed below. Please be mindful that you do not represent any particular producer or brand of commercial good within your chosen industry. Your survey must include five distinct multiple-choice responses for each question, with the exception of question one, question eleven (open-ended question) and questions four, five, six, seven and eight (four multiple-choice responses plus "Other" accompanied by fill-in-the-blank option). Your survey should begin with a qualifying question (Do you chew gum - yes or no?) which effectively eliminates those respondents who are not users of your product. Your survey should end with an open-ended question (If you could design the perfect gum, how would it taste and why?) to allow the respondent to provide personal opinions of the product. Survey questions may attempt to measure past consumer behaviour ( "How much do you normally pay for a...") or inquire about current and/or future consumer preferences ("How much would you pay for a..." or "What is the most important feature of a..."). You should also be cognizant of the distinction between consumers and customers (purchasers) among your respondents. Survey questions and multiple-choice responses should be clear, precise, distinct, consistent, comprehensive, realistic, relevant, recognizable and grammatically correct. Survey questions should be worded so that only one possible response is appropriate, "What is your favorite brand of cereal?" or "Which brand of cereal do you most prefer?" - Range responses ($1.50 - $2.50, five to ten times per year), spectrum responses (less than $1.00, ten or more times per month), general frequency responses (never, occasionally, often), specific frequency responses (once a day, twice a month) and priority responses (not at all important, somewhat important, extremely important) can be very useful in this type of exercise. Assignment product choices Please choose one from down bellow candy bar

shampoo

soft drink

toothpaste

sneaker

cell phone

laptop

tablet

lipstick

soap

fast food restaurant

potato chips

bicycle

jeans

cologne/perfume

deodorant

lip balm

headphone

breakfast cereal

skin moisturizer

backpack

nail polish

toilet paper

laundry detergent

sunglasses

frozen pizza

chewing gum

baseball hat

sweatpants

MARKET RESEARCH SURVEY

1. (qualifying question - do you) (a) yes (b) no 2. (price preference - how much) (a) (b) (c) (d) (e) 3. (frequency of purchase or usage - how often) (a) (b) (c) (d) (e) 4. (location of purchase - where) (a) (b) (c) (d) (e) Other __________ 5. (product loyalty - substitutes) * (a) (b) (c) (d) (e) Other __________ 6. (brand loyalty - competitors) (a) (b) (c) (d) (e) Other __________ 7. (general product characteristics) (a) (b) (c) (d) (e) Other __________ 8. (specific product characteristics) (a) (b) (c) (d) (e) Other __________ 9. (demographics) (a) (b) (c) (d) (e) 10. (psychographics) (a) (b) (c) (d) (e) 11. (open-ended question)

If you could...