• Based on the research objectives, does the self-administered questionnaire, in its current form, correctly illustrate sound questionnaire design principles? Please explain why or why not.
• Overall, is the current survey design able to capture the required data needed to address all the stated research objectives, and other concerns that you personally want to have for this study to provide the information that will help this firm? Why or why not? If changes are needed, how would you change the survey's design? Please be specific and detailed about the general and specific areas of the survey, and survey statements, that you suggest. Remember, too, that this survey is in the primary research section. A primary research survey may be different than it if it is used for exploratory research.
• Should other sections, or individual survey statements be added to this survey that meet other research objectives that you believe are important? If so, specifically what, and why? I personally believe that: if information is important to this firm, (and your career), I would rather have the survey be somewhat long-- and capture relevant information. Much can be done to make the survey more interesting, through interesting directions and other approaches. I want your survey to show that you have the ability to "think" and help the firm with its own strategic plans! In other words, do not feel uncomfortable about suggesting a survey that is moderately larger.
• Evaluate the "screener" used to qualify the respondents. Are there any changes needed? Why or why not?

Exhibit 8.7

Hello. My name is ____ and I work for DSS Research. We are talking with individuals today (tonight) about dining-out habits.

1. Do you regularly eat out at casual dining restaurants?__ Yes __ No

2. Have you eaten at more than one Mexican restaurant in the last six months?__ Yes __ No

3. Is your gross annual household income $20,000 or more?__ Yes __ No

4. At which of the following Mexican restaurants have you eaten most recently?

   1. First response is Santa Fe GrillYes, continue.

   2. First response is Joses Southwestern CafYes, continue.

   3. First response is Other Restaurantthank them and terminate interview.

If respondent answers yes to first three questions, and also indicates either the Santa Fe Grill or Joses Southwestern Caf, then say:

We would like you to answer a few questions about yourself and your experiences eating at the restaurant. The questions will take only a few minutes and it will be very helpful in better serving our customers.

Exhibit 8.8

Please read all questions carefully. If you do not understand a question, ask the interviewer to help you. In the first section, a number of statements are given about interests and opinions. Using a scale from 1 to 7, with 7 being Strongly Agree and 1 being Strongly Disagree, please indicate the extent to which you agree or disagree a particular statement describes you. Circle only one number for each statement.

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	How far did you drive to get to the restaurant?	1 2 3	Less than 1 mile 15 miles More than 5 miles
	Do your recall seeing any advertisements in the last 60 days for (name of Mexican restaurant eaten at most recently)?	0 1	No Yes
	What is your gender?	0 1	Male Female
	How many children under the age of 18 are 1 None living in your home?	1 2 3	None 12 More than 2 children at home
	What is your age in years?	1 2 3 4 5	1825 2634 3549 5059 60 and older
	What is your annual total household income?	Please specify ____________
	Thank you very much for your help. Please give your questionnaire back to the interviewer. Interviewer: Check answers to questions 22, 23, and 24. If respondent answers 1, 2, or 3, ask the following questions: You indicated you are not too satisfied with the Santa Fe Grill. Could you please tell me why? Record answer here: You indicated you are not likely to return to the Santa Fe Grill. Could you please tell me why? Record answer here: You indicated you are not likely to recommend the Santa Fe Grill. Could you please tell me why? Record answer here: Could I please have your name and phone number for verification purposes?
	___________________	___________________
	Name	Phone #
	I hereby attest that this is a true and honest interview and complete to the best of my knowledge. I guarantee that all information relating to this interview shall be kept strictly confidential.
	___________________	___________________
	Interviewers Signature	Date and Time completed