This PD is going to be a little different from the other PDs. I would like you to write one survey (that all group members will use) and select two qualitative methods for your consumer research. Please see Part 1 and 2 below for more details.
In your final report, there will be a section called – “Consumer Research: Why (insert your brand name) is in Decline”; this section of the report will only be based on consumer research findings that you collected from part 1 and 2 below. Roughly, this section will be between 2 and 3 pages in your final report (double spaced).
All of your research that you design and collect should help you explain why the brand is in decline.
One copy of your survey design will appear in the appendix of your final report.
In your final report, you will also include visuals supporting your research findings. This could include data graphs, photos taken from observation, ZMET collages, etc. This will also go in the appendix.
Part 1: Quantitative Method: Survey Design: Design one survey per group; all group members will use the same survey.
- At least 10 quality questions should be asked.
- Each group member will collect at least 10 responses. Therefore, if you have 4 people in your group, you will collect 40 responses.
- A variety of question types should be used. Aim for a mixture of nominal, ratio, ordinal, Likert scale, unstructured, behavioral and attitudinal.
- Your survey should follow this general order
- Introduction- a brief introduction explaining why they are taking this survey and roughly how long it should take to complete.
- Easier questions first and harder questions toward the end.
- End with demographic questions (make these optional)
- Brief conclusion where you thank the participant.
- What to turn in for your PD #3?
- One copy of your survey design.
Part 2: Qualitative Methods: Select two of the following qualitative methods below.
- Focus groups (between 4-6 people in a focus group; should not last longer than 45 minutes; you will only need to conduct one focus group); aim for 5-10 open ended questions (qualitative)
- Interview (2 interviews per group member; should not last longer than 30 minutes); aim for 5-10 open ended questions (qualitative)
- ZMET (collect image collages and their interpretations of the collages; 2 per group member) (qualitative)
- Observation (this may not work for every brand); consider taking pictures and carefully documenting your observation for later analysis. (qualitative)
- What to turn in for your PD #3?
- An explanation of your two qualitative methods that you selected; also, discuss how you plan to collect this data and when you expect to have this data collected and ready to be analyzed.
- If you selected the focus group and/or interview option provide the list of questions that you plan to ask.
- If you selected the ZMET option, provide the question that you plan to ask.
- Finally, if you selected the observation option, discuss what you hope to accomplish. For example, will you do unstructured or structured observation?
