Figure 8 4 Question 7 8 201 QUESTIONNAIRE DESIGN RATIONALE APPLICATION Consider

Figure 8 4 question 7 8 201 questionnaire design

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Figure 8-4: Question 7 8-201 QUESTIONNAIRE DESIGN RATIONALE APPLICATION Consider Figure 8-4: Question 7 above, which is part of a Wendy’s survey that assessed fast-food restaurant preferences among present and prospective consumers. Which of the following statements MOST LIKELY explains why Question 7 was included in the questionnaire? a. Wendy’s wanted to know how many people eat at home while watching TV. b. Wendy’s wanted to know if billboards and other media types were important sources of information to consumers when they decide where to eat. c. Wendy’s wanted to understand how often consumers see flyers. d. Wendy’s wanted to check newspaper circulation in the cities in which it does business. e. Wendy’s wanted to find information about the education level of its customers according to the relative importance of their information sources. Answer: b Page(s): 203-204 LO: 4 AACSB: Analytic QD: Hard - 71 -
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Rationale: Question 7 is an example of a closed-end question that gets at importance of the listed media. This information helps Wendy’s to know the relative importance of the media sources consumers use to seek information and make decisions about fast-food restaurants. Based on this information, Wendy’s can select the best media that will reach the target market segments for fast-food in general and Wendy’s in particular. See Figure 8-4 in the textbook. Figure 8-4: Question 8 8-202 QUESTIONNAIRE DESIGN RATIONALE APPLICATION Consider Figure 8-4: Question 8 above, which is part of a Wendy’s survey that assessed fast-food restaurant preferences among present and prospective consumers. Which of the following statements MOST LIKELY explains why Question 8 was included in the questionnaire? a. Wendy’s wanted to know how often people eat at Wendy’s and its competitors. b. Wendy’s wanted to know why people were eating at its competitors. c. Wendy’s wanted to know who eats at In ‘N Out Burger. d. Wendy’s wanted to estimate how many customers they could woo away from McDonald’s. e. Wendy’s wanted to find out if there was a relationship between coupons and customer loyalty. Answer: a Page(s): 203-204 LO: 4 AACSB: Analytic QD: Hard Rationale: Question 8 is an example of a closed-end question that gets at behavior or usage. This information helps Wendy’s to know how it stacks up to competitors; that is, how often do the respondents eat at Wendy’s versus McDonald’s and Burger King. The question also can be used to identify the “heavy user” segment, the one Wendy’s values the most because it most likely provides the largest proportion of the firm’s sales (See Chapter 9). See Figure 8-4 in the textbook. Figure 8-4: Question 9 8-203 DEMOGRAPHIC QUESTIONS APPLICATION - 72 -
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Consider Figure 8-4: Question 9 above, which is part of a Wendy’s survey that assessed fast-food restaurant preferences among present and prospective consumers. Which of the following statements MOST LIKELY explains why Question 9 was included in the questionnaire?
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