Case: Textile Graphix

Case Prompt: Create a research objective and survey to help Textile Graphix gather data from their out-of-state clients.

RequirementsUse the advice in Chapter 5 of Market Research Essentials to help you create a survey that Textile Graphix can use to measure brand perception or customer satisfaction. Step One Come up with a research objective that relates to either brand perception or customer satisfaction. Step Two Come up with a list of questions to ask respondents based on the survey type you select. In addition to the survey-specific questions below, youll also want to include the common universal survey components. Make sure you include both close-ended and open-ended responses. Brand Perception Surveys If your research objective is centered around brand perception, you will need to use the following types of questions in your survey: 1. Unaided awareness 2. Aided awareness 3. Descriptors 4. Brand attribute ratings Satisfaction Survey Components If your research objective is centered around customer satisfaction, you will need to use the following types of questions in your survey: 1. Overall satisfaction measurement 2. Satisfactions by specific area, encounter, or component 3. Perceptions of strengths and weaknesses Step Three

Market Research Essentials : Video Case Study Stromp Stukent Publishing Consider the question sequencing and length of your survey. Identify the approach that best fits your research objective and survey type. Select questions to use in the survey, but make sure your survey takes no longer than 5 minutes to complete. Development Mistakes to Avoid 1. Avoid lengthy questions that could be difficult to answer or ego threatening. 2. Dont write your survey above a 6th grade reading level. 3. Avoid complex, leading, loaded, ambiguous, or double-barreled questions. Step Four Come prepared to share your survey in class. You will need to have a shareable link for other students to take your survey digitally or hard copies of the survey that can be filled out in class.