A reference questionnaire based on the research topic of how “to prove the market opportunities for a new, non-alcoholic fruit juice drink among younger consumers” is first described and then analyzed in detail. As a questionnaire is one of the most famous methods to gain primary data the author uses the approach to make the examination from general to detail: Within the first superficial description, the simplicity and timelessness of the regarded object of investigation “fruit juice drink” is proven and some general questionnaire criteria with their corresponding characteristic values like standardized interview strategy, written method of data collection, university students as target group and missing indication on pre-codification are presented. The first 21 questions are clearly focused on content specification, likings of the target group and identification of prevailing interrelations between product preferences as well as buying and consuming behaviour. In contrast to the last question No. 22 which aims at collecting general personal (socio demographic) data of the respondents. The author then splits the core part of the real analysis in four sub chapters, describes and evaluates layout and structure of the questionnaire: five content parts with partly inconsistent alignment of tick boxes and response options. A detailed analysis of nearly all the questions follows then, question No. 8 for e.g. is very laborious created - the respondent has to evaluate six counter parts of attributes in order to classify her or his favourite non-alcoholic drink. Furthermore dichotomous questions are found but sadly no multiple-choice ones. Whereas in the area of scaling, the questionnaire really convinces as it has a mixture of 5% nominal, 75% ordinal and 10% ratio scaling amount of questions, leaving only 10% of unstructured, open-ended questions with no scaling.
Inhaltsverzeichnis (Table of Contents)
- Executive Summary
- Table of Contents
- List of Abbreviations
- List of Figures
- Introduction
- Main Part
- General Description of the Questionnaire
- Goals of the Questionnaire
- Analysis of the Questionnaire
- Structure and Layout
- Questions
- Scaling
- Research Target and Topic Consistence
- Results
- Conclusion
- Appendices
- Bibliography
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This assignment aims to analyze a reference questionnaire related to the research topic of exploring market opportunities for a new, non-alcoholic fruit juice drink among younger consumers. The primary objective is to examine the questionnaire's design, structure, and content to evaluate its effectiveness in gathering relevant data for the research project.
- Designing effective questionnaires for market research
- Analyzing questionnaire structure and layout
- Evaluating the quality and effectiveness of individual questions
- Understanding the importance of scaling in questionnaires
- Ensuring consistency between research target and questionnaire topics
Zusammenfassung der Kapitel (Chapter Summaries)
The assignment begins with a general description of the questionnaire, highlighting its simplicity and timelessness as a tool for gathering primary data. It then focuses on the questionnaire's structure and layout, including the five content parts and the alignment of tick boxes and response options. The assignment analyzes individual questions in detail, discussing their effectiveness in obtaining relevant information from the target group. Further analysis focuses on the scaling methods used in the questionnaire, including nominal, ordinal, and ratio scales. Lastly, the assignment explores the alignment between the questionnaire's content and the research target and topic, ensuring the collected data is relevant and valuable.
Schlüsselwörter (Keywords)
The core concepts explored in this assignment revolve around market research, questionnaires, primary data, FMCG (fast moving consumer goods) products, questionnaire design, and the analysis of questionnaire structure, content, and scaling methods. These key terms are used throughout the assignment to understand the importance of effective questionnaire design for gathering valuable market research data.
- Quote paper
- Julia Wimmers (Author), 2010, Design and Analysis of a Questionnaire, Munich, GRIN Verlag, https://www.grin.com/document/161637
