PET SPEAKER 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:_____________________________________________

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