Basic Marketing Research with Excel 3rd Edition by Alvin Burns,Ronald Bush

Exercise 14

Your Integrated Case
Advanced Automobile Concepts
Cory Rogers now felt he had a good grasp of the research objectives needed in order to conduct the research study for Nick Thomas of Advanced Automobile Concepts. Furthermore, he had taken some time to write operational definitions of the constructs, so he had done most of the preliminary work on the questionnaire. Rogers began work on the questionnaire that he would need. Both Rogers andThomas have decided that the most reasonable approach to the survey is to use an online panel. This alternative, although 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 ofAdvancedAutomobile Concepts, 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 have been agreed upon, and the ones relevant to questionnaire design for this phase of the research project are as follows:
3. What are consumer preferences and intentions for various types and combinations of fuel-efficient automobiles?
a. Very small (one seat), no trunk space, and very high mpg
b. Small (two seat), very limited trunk space, and high mpg
c. Hybrid models (compact and moderately high mpg)
i. Synthetic fuel hybrids
ii. Electric hybrids
d. Alternative fuels models