Individual Assignment 5 Survey Critique Maximum Points: 50 points Instructions This assignment must be completed individually. Please read the scenario below (adapted from a real-life case) and comment on the survey. Submit a single MS Doc file with your comments on each of the questions (if there is nothing wrong with a question, according to you, say so). You do not need to write a new survey with your suggested corrections (although, if you want to do that, you can) Hint: I think there are potentially 14 points you can raise about the questionnaire. These are points that would warrant your attention/comments. l'inding them is not difficult to do it. It is okay if you cannot find 14 issues; try as many as you can. Your client, Charles M., wants to conduct a short survey among coffee drinkers in the neighborhood around his restaurant, the Bitter Bean. His initial motivation was to gauge the impact of the recent closure of his restaurant (see right). However, he also wants to ask other questions as well to help him make decisions about how to run the business. "Hip' Eatery Is Latest Closure After Rat Scandal Adapted from NY Sun, March 2007 Six days after meeting a pretty waitress at a Manhattan eatery, advertising executive George Y, finally summoned the courage yesterday to ask her out. As an excuse to chat her up, he scheduled a business lunch at her restaurant, the Bitter Bean. When he arrived, Mr. Y. discovered that the restaurant had been closed by the Health Department, the latest in a series of closures following the seandal over a rat-infested CheapBurger in Greenwich Village, I don't even know her name," Mr. Y. said, bemoaning his loss loss. The Bitter Bean's neon sign was illuminated yesterday, but a sign in the window informed patrons that the catery, where actors Taye Diggs, Jennifer Esposito, and Selma Blair worked before they became famous, was closed. Reached by telephone, a co-owner of the Bitter Bean, Charles M., said his restaurant, which is known for employing aspiring models and actors, had been caught in the crosshairs of the scandal. "There's no rats, there's no roaches. This is just political," Mr. M. said. The Health Department has closed 67 restaurants since February 28, when press outlets aired footage of rats scurrying around a Cheap Burger that had passed an inspection the day before. Officials said they had received about 60 rodent complaints between February 22 and March 1, triple the normal rate. The Health Department's actions are troubling restaurant owners. "We are concerned that in the zeal to enforce the law, they may be "a restaurant industry lobbyist, Richard L., said. Yesterday, would-be Bitter Bean diners were shocked to see their neighborhood hotspot shuttered. "I wasn't surprised about CheapBurger, but this?" a regular patron, Ursula P., 34, said. "It's such a hip place. I just can't believe it." He has written up the enclosed survey (next page). Your assignment is to critique the survey and help him revise it into a useful instrument. Please focus on the survey design rather than the research design. Specifically, leave aside any concerns you might have about which topics should be included and focus on improving the existing survey. For each problem you find, please briefly identify the problem and how it could be fixed. overreacting," 1. Name 6. 2. What is your age? Under 18 Yes 2 2 18-34 45+ 30-45 Do the attributes below describe Starbucks? No Expensive 2 -1 0 Hip - 4 - 1 0 Boring 2 -4 -1 0 Trendy .. ** -1 0 Friendly 2 . 0 Old-fashioned -2 0 Tasty and healthy -2 -1 0 Better than expected 2 -] 0 1 1 1 1 1 1 1 1 3. How often do you drink coffee? All the time Some of the time 2 2 2 Never 4. How many cups of coffee have you drank in the past year? S. Do you agree with the Health Department's decision to temporarily close down the Bitter Bean Coffee Shop due to rodent complaints? Agree Disagree 7. Please rate the following kinds of coffees. Like Dislike Kona 2 Yirgacheffe 2 Columbian 2 Sumatra 2 3 Aged Sukawesi 2 3 Decaffeinated 3 4 Kopi Luak 6. 8 How much would you be willing to pay for a 1 year cafe membership which would entitle you to unlimited free coffee in store (excluding takeout)? Please rate the Bitter Bean Coffee Shop on each of the following attributes Does Not Strongly Apply Applies Hip 1 2 Neat 3 Trendy Affordable Friendly Old-fashioned Tasty and healthy Better than expected 9. Gender Female (if female, phone number: Male BitterBear Comments 7. Which kind of coffee shop do you prefer? Large bland corporate coffee chain Friendly local coffee shop