Global Motors
Cory Rogers, Vice President of CMG Research, now feels he has a good grasp of the research objectives needed to conduct the research study for Nick Thomas of Global Motors. Furthermore, he has taken some time to write operational definitions of the constructs, so he has done most of the preliminary work on the questionnaire. The next step is questionnaire design. Cory and Nick have decided that the most reasonable approach to the survey is to use an online panel.
This alternative, while somewhat expensive, will guarantee that the final sample is representative of the market. That is, companies that operate such panels assure buyers of their services that the sample will represent any general target market that a buyer may desire to have represented. In the case of Global Motors, the market of interest is "all automobile owners," meaning that practically all adults qualify.
Consequently, it is time to design a questionnaire suitable for administration to an online panel of adult consumers. The survey objectives relevant to questionnaire design for this phase of the research project include:
1. What are (prospective) automobile buyers' attitudes toward
a. Gasoline use contribution to global warming
b. Global warming
2. Do attitudes related to global warming vary by market segment? Market segments are defined by
a. Demographics
i. Age
ii. Income
iii. Education
iv. Gender
v. Family size
vi. Home town size
vii. Dwelling type
3. What are consumer preferences and intentions for various types of fuel-efficient automobiles?
a. One-seat, all-electric
b. Four-seat, all-electric
c. Four-seat gasoline hybrid
d. Five-seat diesel hybrid
e. Five-seat standard size gasoline
4. What are media habits of those who prefer the new automobile types?
a. Reading newspapers (local, state, national, etc.)
b. Watching TV (comedy, drama, sports, reality, etc.)
c. Listening to FM radio (easy listening, country, top 40, oldies, etc.)
d. Reading magazines (general interest, business, science, sports, etc.)
5. What are the social media usage profiles of these consumers with respect to how often they engage in
a. Online blogging
b. Content communities
c. Social network sites
d. Online games
e. Virtual worlds
If necessary, go over the needed integrated case facts and information imparted to you in previous chapters, and design an online survey questionnaire for Global Motors. Aim for proper construct measurement, clear question wording, appropriate question flow, and all other principles of good questionnaire design.