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

Exercise 16

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:
What are media habits of those who prefer the new automobile types?
a. Reading newspaper (local, state, national)
b. Watching local news on television (6 A.M, 8 A.M, 6 P.M, 10 P.M.)
c. Listening to FM radio (talk, easy listening, country, top 40, oldies)
d. Reading magazine types (general interest, business, science, sports)
Go over the needed integrated case facts and information imparted to you in previous chapters, and design a survey questionnaire for Advanced Automobile Concepts. Naturally, you are responsible for proper construct measurement, clear question wording, appropriate question flow, and all other principles of good questionnaire design.