Question

Topic: Student Questions

Questionnaire For Viral Marketing

Posted by isha.s.thapar on 6/16/2008 at 5:14 AM ET 250 Points
hi i m a student doing my mba from pune. presently doing my internship in mumbai. i need to prepare a questionnaire which is to be asked to the migrants in mumbai slums. this questionnaire should have 2 parts:

1. do the migrants influence the buying decisions in terms of products/categories/brands of the people in their hometowns?

2. if yes, then how do they influence?

can you please help me with the kind of questions it should contain? it is getting difficult for me to frame the questions for an influencer. how do i ask an influencer whether he acts as an influencer or not?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 6/16/2008 at 9:19 AM Member
    Sometimes people who are influencers aren't looking around them to see who's following - they're just looking to the future.

    Here are some questions to consider using:

    Ask specifics: "In the last 3 months, how many people in your community have asked you for your opinion of what they should purchase?"

    Ask for anecdotal: "In the last 3 months, have you purchased something new?" If yes, then: "Before you purchased it, how many of your friends/family/coworkers already purchased it? After you purchased it, how many of your friends/family/coworkers wound up purchasing it also?"

    Ask for their process: "When you want to purchase something new, how do you decide?" 1) Ask my family, 2) Ask my friends, 3) Ask my coworkers, 4) Ask the salesperson, 5) Look to see what people have bought, or 6) If I like it, I buy it.
  • Posted by dmmarathe on 6/16/2008 at 9:39 AM Member
    I fully agree with Jay. Besides ask the demographic information.Find how many times he goes to his native place,how many times relatives visit him, find average purchase value, type of goods bought,finally ask him to rate the influencing factors on a scale from 1 to 5.
  • Posted by isha.s.thapar on 6/17/2008 at 2:14 AM Author
    Thank you so much for your prompt responses. i wanted to point out the ASK FOR THEIR PROCESS. it gives an idea of the person who has been asked this question as a buyer. but this questionnaire is for an influencer as to how he influences the decision of his community.

    please guide me if i m wrong.
  • Posted by mgoodman on 6/17/2008 at 7:13 PM Accepted
    You can also ask whether/how frequently the respondents share their purchase decisions with others. Then ask with whom do they share their opinions and have a list of possible answers (neighbors, immediate family, family back home, etc.), including the one you're interested in.
  • Posted by isha.s.thapar on 6/18/2008 at 2:24 PM Author
    thank you so much for all your replies. this prepares my questionnaire.
    i close this question now. will look forward to take help in future.
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