Problem
Read the Send a Surprise Online gift shop and florist case study in the Business Cases: From South African Companies book. They have consulted your marketing research company to do consumer research on their behalf. They want to improve their general service and product offering to ensure that they will be competitive in the gifting industry during 2022.
The owner of Send a Surprise Online gift shop and florist indicated that they want research to be done on the following secondary objectives:
1) To determine the importance of online user-friendliness, product display, and delivery to customers.
2) To determine the type of product categories customers prefer to buy.
3) To determine the reasons why customers, prefer to shop online.
4) To determine the customers' perception of the services provided by Send a Surprise Online gift shop and florist.
As a marketing researcher, you need to develop a questionnaire for Send a Surprise Online gift shop and florist to assist with their consumer research. You need to ensure that each secondary objective is attended to by developing scales (questions) for each purpose, and you also need to ask two questions based on the consumers' demographics. The layout of your questionnaire should be as follows:
• Introduction (containing the purpose of the research and how long it will take to complete).
I. Section I: Send a Surprise Online gift shop and florist - Questions on the secondary objectives (four questions)
II. Section II: Demographic questions (two questions)
• Conclusion (thanking the respondents for their participation) Mark allocation will be as follows: Questionnaire Mark Allocation LAYOUT: • Introduction • Section A: Send a Surprise Online gift shop and florist
III. Section III: Demographics • Conclusion
SCALES: • One Dichotomous scale • One Multiple-choice question with single response • One Multiple-choice question with multiple responses • One Rank Order scale • One 5-point Likert Scale with five statements • One graphic/continuous rating scale with five extreme characteristics
*It is essential that each scale (question) is developed and presented neatly containing the question, with clear instructions and headings