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Our
market research
Questionnaire #1
Guidelines
The
following questionnaire should take about 10 minutes.
Briefly introduce yourself and the project, explain that the
questions will take about 5-10 minutes, show the interviewee each set of
cards (Concept, Product Name, and Designer Pet Tags), and note their
response.
Finally, ask a few demographic questions or fill them in yourself
where you know the answer. Then,
ask if the person would like to be on a panel or if we can call in the
future to ask a few questions about the advertising we prepare for the
project. (Instructions to
you are in CAPS).
Introduction
(PUT IN YOUR OWN WORDS)
Hi!
I’m ____________, and I’m with JE&G Research doing
research on a new product for pets.
Can I show you some names, pictures, and information about
this product and see what you think?
The questions will only take about 5 to 10 minutes.
Concept (SHOW
THE PRODUCT CONCEPT CARD, THEN ASK SOMETHING LIKE THIS)
Here’s
a brief description of the product. Can you read it
(OR
OFFER TO READ IT FOR THEM IF THEY PREFER THAT OR HAVE TROUBLE WITH
ENGLISH) and
tell me what you think? (THEN
ASK AS FOLLOWS FOR THEIR INITIAL REACTION AND MAKE NOTES ON WHAT THEY
SAY)
What
do you think of this idea?
What
do like or not like about it and why?
Is
there anything you’d like to add or change?
Is
this a product you might like to buy yourself if it is produced?
Yes___
No____
Why or why not?_________________________________________
Name
(SHOW THE NAME CARDS.
MIX THEM UP SO THEY ARE IN RANDOM ORDER WITH THE BLANK CARD LAST.
THEN ASK SOMETHING LIKE THIS)
Now
I’d like to show you some names we are considering for this
product. Can you rate how much you like each of the names on
a scale of 0 to 5? Then, can you tell me which name you like
the best and second best and why? (AS
YOU SHOW THE CARDS IN WHATEVER ORDER, WRITE DOWN THE RATING FOR THE
CORRESPONDING NAME).
Pet
Speak ______
Pet
Talk
______
Pet
Speaker ______
Pet
Talker ______
Pet-a-Word
______
Pet-a-Talk
______
Pet-a-Speak
______
(NOW
SHOW THE BLANK CARD AND ASK) Is
there any other name you would like to suggest? We’d love to
hear if you have any suggestions? (WRITE
DOWN THEIR SUGGESTIONS, IF ANY)
____________________________________________________
Now
which is your favorite name of all these names?
(SHOW
THEM THE CARDS AGAIN IF THEY NEED A REMINDER, THEN MARK THAT NAME WITH
TWO STARS: **)
And
which is your second favorite name? (USE
THE CARDS AGAIN IF NEEDED, THEN MARK THAT NAME WITH ONE STAR: *)
Designer
Pet Tags
(SHOW
THE DESIGNER PET TAG CARDS. MIX THEM UP SO THEY ARE IN RANDOM
ORDER. THEN ASK SOMETHING LIKE THIS.)
Now
I’d like to show you some ideas we have for special tags that a pet
might wear with this device. We call them “Designer Pet
Tags”. (FLIP THROUGH THE CARDS QUICKLY, THEN ASK:)
First, what do you think of the idea of designer pet tags? Why is
that?
Now, can you tell me how much you like these different approaches?
Again, can you rate how much you like each one on a scale of 0-5? (AS
YOU SHOW THE CARDS IN WHATEVER ORDER, PUT DOWN THE RATINGS FOR THE
CORRESPONDING CARD).
Belt
____
Chain
____
Chokers
____
Circles
____
Collar
____
Faces
____
Gears
____
Halves
____
Medallion
____
Starburst
____
Which
is your favorite style? (SHOW THEM THE CARDS AGAIN IF THEY NEED A
REMINDER, THEN MARK THAT NAME WITH TWO STARS: **)
And which is your second favorite style? (USE THE CARDS AGAIN IF
NEEDED, THEN MARK THAT NAME WITH ONE STAR: *)
Do you have any last comments you’d like to add about anything I’ve
asked?
Background
Information
Finally, so we can categorize your response, I have a few last
questions. (FILL IN THOSE ANSWERS YOU ALREADY KNOW AND SKIP THAT
QUESTION).
What
kind of pet do you have?
Dog _____
Cat _____
Other (specify) ________
None _____
What
is your sex?
Male _____
Female _____
What
is your age group?
16-19 ____
20-29 ____
30-39 ____
40-49 ____
50 or over ____
What
kind of work do you do? (IF A STUDENT, NOTE THIS AND ASK: What do
your parents do? IF A WOMAN SAYS A HOUSEWIFE, NOTE THIS AND ASK:
What does your husband do?)
Thank
you so much for your participation. Would you like to be on a
panel or can we call you in the future to ask a few questions about the
advertising we prepare for this product?
On a Panel____
Call with Questions _____
Either
or both______
(IF
YES, ASK:) How can we contact you? Can I get your name,
phone number, and address?
Address:_________________________________________________
__________________________________________________
Phone Number:____________________________________________
To
Questionnaire #2
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