ISSUES TO ADDRESS IN SURVEY

Suggestions to follow.

1. Prepare an introduction to introduce yourselves, to explain the purpose of your survey and to
state the time that it would take to complete the survey.
2. Prepare at least one screening question, if your product/service is not massive. This is to make
sure that the respondents are only those that belong to your potential market.
3. Prepare a warm-up question to arise interest.
4. Questions have to be organized from simple to complex questions.
5. Sensitive questions are to be placed at the end of the survey.

ISSUES TO INCLUDE IN THE SURVEY

PRODUCT STRATEGY

Product lines or menu (what products or services in your product lines would they consume the most?)

Package (show it if you like to test it and ask about opinions)

Elements in the nutrition label (if ingredients are part of your differentiation strategy, ask about them)

Brand name (What are the first three words that come to mind when they listen to your brand name?)

Symbols of your brand (should you like to test a symbol or logo, ask about the words that come to mind
when they see it related to your brand name)

Logo

PLACE OR DELIVERY – where?

Ambiance if you own the store(s)

Names of Intermediaries

PRICE

What is the price that your customers are willing to pay?

PROMOTION
Where do they usually get informed about products/services like yours? Or where would they like to be
informed about your product/service?

DEMAND

How much willing are consumers to buy your product or service?

COMPETITION

What are your most three favorite brands of product x? pick three among the ones listed below

POSITIONING

Do not forget to measure your differentiation strategy

SCALES.

The likert scale is very much used. An example follows.

How much willing are you to buy our products?

1. Very much unwilling

2. Much unwilling
3. Neither willing nor unwilling
4. Much willing
5. Very much willing