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Need To Make A Close-ended Questionnaire
Posted by Anonymous on
12/7/2012 at 5:53 AM ET
I'm doing thesis which a conparative analysis between positioning strategies and consumer behaviour. I have considered two variables of each i.e. Brand Personality and Price which are to be checked on purchase decision and perception of consumer.<br /><br />I need to make a close-ended questionnaier based on above four variables. Can anyone advise me to include right questions measure each variable? you can even suggest industry/brand to consider as subject for questionnaire.
12/7/2012 at 7:24 AM
Firstly I would like to ask why people would be thinking about such vague questions. A person likes the brand they choose for very different reasons than branding alone. Usually marketing at that level means there are other issues that lead to that person buying the product than the brand image alone.
If your questionnaire is to be effective - that is to say, one that yields really useful answers - your questions need to be specific. You can't ask someone why they choose a certain brand without getting a myriad of unfocussed answers.
So: work from a slightly different perspective. My long awaited (not) pdf on Moriarty's Matrix is a powerful market research tool which will give you insights in to any market. It will also give you some ideas of specific questions you can ask about that market.
What it is: you need a spreadsheet with some headings across the top of each column (you can add or deduct as you wish).
Name - Offer - Feature - What you like about it - What you don't like about it - Difference
Do this for as many companies as you can (or wish to) in the marketplace. This is useful in any market, anywhere and with as many companies as you want to study. The more specific you are the more effective it is.
From this work you will form an idea of how businesses have positioned themselves and where.
NOTE: I haven't mentioned price once. Offering on price alone is the weakest and least effective advertising medium available. Dismiss it for it will only cloud your judgement.
As to which market you should choose? Put in "U" or "L" into Google and choose the first market that comes up.
12/7/2012 at 10:50 AM
Essentially, this is a homework question.
YOU are writing this thesis, this means YOU must come up with your own questions.
How will (or how do) your variables mesh? Positioning Strategies and Consumer Behavior?
What KIND of behavior? In relation to WHAT elements of any given Positioning Strategy?
In which sectors of which markets? In which niches of which sectors? Against what kind
of available competition? Over what time frame? Consumer Behavior by which kinds of
Likewise Brand Personality and Price. What aspects of Brand Personality? Defined how?
And again: in which sectors of which markets? In which niches of which sectors? Against
what kind of available competition?
What aspects of Price? How is Price related to Aspects of Cost? Similarly, how are Aspects
of Price and Cost connected to Perceptions of Value? And again: in which sectors of which markets? In which niches of which sectors? Against what kind of available competition?
12/7/2012 at 10:50 AM
My, my, my...all these vague academic terms you've thrown around...few if any of which have any relationship to the real world.
As with any survey, the way one formulates the questions is going to influence the answers - if any - you receive. I say "if any" because unless there is some incentive for people to respond to a survey, any survey, there is virtually no likelihood they will...so the nature of the questions is actually not worth considering...unless, of course, you have a captive audience that is required to respond.
12/7/2012 at 11:03 AM
And then there's Demand based on Interest and Desire, and an available (AND a controllable) Supply
(which therefore gives command over Price).
All of which also assumes there is Audience Attention in the niche/sector/markets in question, AND that there is sufficient Demand, Interest, and Desire WITHIN this window of Attention to generate Attraction, and that this Attraction creates sufficient Desire to then warrant enough Action to then become resistant to Positioned Price in favor of acquired Value. There are also the figures of Brand Perception, Brand Positioning, Brand Strategy, Brand History, Brand Visibility, and Brand Awareness—without which there IS no Brand Personality. Any questions?
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