A Korean digital camera manufacturer is planning to enter the United States by changing its image of a technology, feature-led company to one focusing on fashion and brand value. You have been asked to assist them in this venture by developing a questionnaire suitable to survey the American consumers. The proposed study is to be done through telephone interviews. To help you in this, a previously conducted Korean market segmentation study is provided as a model. The questions asked in the Korean market segmentation study were largely based on perception of popular brands, camera usage, camera specifications, and demographics.
a. Design a questionnaire containing 5 to 10 questions that you feel would be necessary to bring out the required information?
b. How will you ensure that the result is effectively communicated and understood in the context of the Korean market?