5. QUESTIONNAIRE

1. sections:

• Introduction: Present some benign “text” as to the purpose of the study

• Screener questions: Eliminates individuals who simply do not meet minimum standards for research purposes

• Qualifying Questions: Includes individuals who  meet the minimum standards  for inclusion in the  specific study.

• Key Questions: Questions which must be answered to satisfy research purpose (investigative questions).

• Demographic Questions: Questions which relate to respondent classification.

2. INFORMATION USED TO PREDICT BEHAVIOR:

behavioral correlates:

Past Behavior 

-What brands have been used?

-Last brand Bought

-Where and with what frequency purchases are made

Always consider, variables linked to Acquisition, Use or Possession

Intended Behavior- How likely are you to purchase the brand? (time frame is critical).

NONBEHAVIORAL CORRELATES

Socioeconomic Characteristics:

-Income

-Occupation

-Level of education

-age

-gender

-marital status

-size of family

also….

-personality traits

-preferences

-perceived risk

-amount purchased

-brand loyalty

3. Socioeconomic characteristics

Socioeconomic characteristics often are used as cross-classification variables and appear typically at the end of the questionnaire.

They are often effective segmentation variables under the following conditions:

-There is differential purchase behavior among the segments of the identified market.

-There are practical means of differentiating the market among segments.

-The value in terms of potentially increased sales makes it worthwhile to do so.