Buyer Behavior Case

Buyer Behavior Case - SurveyAnalysis SurveyAnalysis...

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Survey Analysis Survey Analysis Xiaoqing Zhou Jamie Restivo Terry Pierelli
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Introduction Introduction “Hello, my name is Xiaoqing and I’m calling  from Observation Baltimore. Today we are calling  to gather opinions regarding supermarkets and are  not selling anything. This study will take  approximately 15-20 minutes and may be  monitored and recorded for quality purposes. We  would appreciate your time. May I include your  opinions?”
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Screeners Screeners Type : qualifying question Purpose: identify target respondents Examples: Who in your family does the majority of the grocery shopping? <> You            <> Your husband/wife         <> Other: Please specify __________ How often do you buy 2 liter  Cokes  a month?   <>Less than 2 times    <>2-3 times  <>-over 4 times  Are you a value card or loyalty points member at your local supermarket?     <> Yes <> No
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First few questions First few questions Type: warm-up questions Purpose: to show the respondent that survey is simple and easy Examples: Where do you buy bread? _____________Enter exact response <>Supermarket <>Specialty store <>other What grocery store do you visit most? Enter exact response: ________
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First third of questions First third of questions Type: transition questions  Purpose: seek responses related to research objectives Requires slightly more effort Example: Which features stand out most about your favorite grocery store? (Check all that  apply) -- Freshness -- Cleanliness -- Wide selection -- Familiarity -- Excellent service -- Other: Please specify _______
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Second third  Second third  Type: difficult and complicated questions Purpose: seek deeper information now that respondent has 
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Buyer Behavior Case - SurveyAnalysis SurveyAnalysis...

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