|
Our
market research
Questionnaire #2
Guidelines
The
following questionnaire should take about 5-10 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 part of 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? (PROBE: Why would it be
useful to you?)
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. SPREAD THEM OUT IN ANY ORDER. THEN ASK
SOMETHING LIKE THIS)
Now
I’d like to show you some names we are considering for this product.
Can you tell which one you like the most? Which one do you
like second best?
Pet
Speak ______
Pet
Talk ______
Pet
Speaker ______
Pet
Talker ______
MARK
THE NAME LIKED MOST WITH TWO STARS: **. MARK THE SECOND BEST ONE
WITH ONE STAR: *)
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)
____________________________________________________
(SHOW
THE TWO CHOICE CARDS)
We’re trying to decide between these two possibilities.
Can you tell me which you prefer?
Pet
Talker with PetTalk Technology _____
Pet
Speaker with PetSpeak Technology _____
Why
do you like that one best?
Designer Pet
Tags
(SHOW
THE DESIGNER PET TAG CARDS. SPREAD THEM OUT IN ANY 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”. First, what do you think of the idea of designer pet
tags? Why is that?
Now,
can you tell me which ones you like the most? Just point to
them or tell me by name. (PUT A STAR NEXT TO THOSE THEY
LIKE; IF THEY CHOOSE MORE THAN TWO, ASK: Which two of those do you like
the most? THEN, PUT TWO STARS NEXT TO THOSE)
Are
there any you don’t like? Just point to them or tell me by
name. (PUT A ZERO NEXT TO THOSE THEY DON’T LIKE; IF THEY CHOOSE
MORE THAN TWO, ASK: Which two of those do you like the least? THEN
PUT TWO ZEROS NEXT TO THOSE).
Belt
____
Chain
____
Chokers
____
Circles
____
Collar
____
Faces
____
Gears
____
Halves
____
Medallion
____
Starburst
____
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 THE 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?
Name:___________________________________________________
Address:_________________________________________________
__________________________________________________
Phone Number:____________________________________________
Back
to Questionnaire #1
|
