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Qualitative research

Qualitative research

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Published by Fizzy_Y

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Categories:Topics, Art & Design
Published by: Fizzy_Y on Mar 20, 2010
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06/19/2013

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Legend
Italic::
Spoken statements.
*
 
Qu
estions (and s
ub-qu
estions) re
qu
ire a co
u
nt.
 
^
C
o
u
nt m
u
st
b
e followed
by
short explanation.
Moderators Guideline:
Segment 1: Introd
u
ction:
y
 
Introduce yourself and thank the participants:
 
o
 
hank you for volunteering your time. My name is ____ and Ill be moderating our discussion today.
 Segment 2: P
u
rpose
o
 
ere here for an hour today to find out what is important to you in your grocery shopping decisions.
 
o
 
Im only here to help the discussion along, dont worry about saying the wrong or right thing.
 
o
 
P
lease just share all your thoughts and opinions with me.
 
o
 
ith your help, well keep the discussion within the time frame.
 
o
 
S
o to start off, please introduce yourselves by name, and we can begin with the first round of questions.
 Segment 3: Project Detail:
o
 
his project is for a brand of basmati rice.
o
 
e will be asking you questions about your habits in buying rice, why you formed those habits, and when you change them.
 
Segment 4: General Rice B
uy
ing Behavio
u
r:
1
.
 
Is rice a large part of your groceries? 2.
 
hat package size of rice do you usually buy? 3.
 
How much do you end up spending on rice per month? 4.
 
How often in a month do you buy rice? a.
 
How quickly does this purchase get used up? b.
 
Is rice the main part of every meal? Or of the majority of your meals? 
*
 5.
 
 A
re you the main decision-maker when it comes to buying rice? If not, who else decides or helps you decide? a.
 
 A
spouse? b.
 
 A
n in-law? c.
 
Childrens preferences? d.
 
Domestic help? 
 
Get consens
u
s and restate itSegment 5: Vendor Information
6
.
 
hat are your favourite vendors of rice? a.
 
Do buy all your groceries from the same vendor? Do you buy them at the same time? b.
 
Did you choose this vendor because of the rice selection? 
*
G
 
et consensusc.
 
ould you change vendors if one offered a better rice brand. 
*
^
Get consensus and restate the consensus7.
 
hat other reasons do you have for selecting this vendor? 
*
^
 a.
 
L
ocationb.
 
P
rice Competitivenessc.
 
S
ervice quality d.
 
L
ong time association8.
 
Regardless of your regular store, which store do you believe has the highest quality rice? 
Segment 6: Brand Associations with Rice
9
.
 
Do you purchase mainly unbranded or branded rice
*
G
 
et consensus and restate theconsensus
10
.
 
hat are the brands of rice you can most easily remember right now? a.
 
hy do you think you can remember these names? 
 
11
.
 
hen you buy rice, do you care about:i.
 
Branding? *^ii.
 
Do you prefer imported rice over local? If so, then why? iii.
 
Do you even notice brand names on rice packs? iv.
 
Do you feel that branded rice is always the same in quality? v.
 
Do you think branded rice is higher in price? vi.
 
Do you believe this price is fair? 
1
2.
 
ould you pay more for a branded rice if you believed it was higher in quality? 
*
 a.
 
How much more would you pay? Get consensus and restate the consensusb.
 
ould you change stores? Get consensus and restate the consensus
1
3.
 
hat are your favourite brands of rice? 
1
4.
 
Regardless of whether you purchase branded or unbranded rice,a.
 
How long have you been purchasing it? b.
 
hat makes them your favourite? 
 *
Get consensus and restate the consensusi.
 
Q
uality? ii.
 
P
rice? iii.
 
 A
vailability? iv.
 
P
rice? v.
 
Familiarity 
1
5.
 
If you feel your favourite is of a higher quality, what makes this brands quality better thanothers? 
*
^
 a.
 
Grain length? b.
 
 A
roma? c.
 
Cooking Result? d.
 
Colour? 
16
.
 
hat do you think is missing in your preferred brand of rice? 
1
7.
 
hat is the most important attribute in purchasing rice? 
1
8.
 
Can you recall any advertisements associated with rice? 
19
.
 
hat makes them memorable? 2
0
.
 
Do the ads change your perception of the rice? 
*
^
 2
1
.
 
If you had to describe these ads as a person, what would that person be like? 22.
 
If you had to describe rice as a person, what would they be like? 
Segment 7:
Qu
alit
y
Associations with Rice:
23.
 
hen you buy rice, do you care about:a.
 
Q
uality? i.
 
How do you measure the quality of rice? 

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