K appliances offer its customers a full line of small and large kitchen appliances, from small tabletop appliances to large appliances such as dishwashers and refrigerators.
The counter-top appliance division is doing well and seeing growth, with their stand mixers being very popular. The large appliance division, however, was seeing a decline in sales despite its brand being previously positioned as "high quality".
To better understand how to increase sales and understand the customers that purchase their large appliances, you are required to develop a questionnaire that will be included in the online warranty registration for any large appliance purchased. The questionnaire should be 8 questions long.
The information you hope to capture in your questionnaire includes the following:
From what source did you first learn about K Appliances
Details as to the type and variety of media that was most influential in the purchase decision
How innovative does the brand appear versus its major competitors, W appliances and G appliances
What do they think their next appliance purchase may be
What incentive do you think would be most appropriate to encourage customers to return the filled questionnaire?