Objectives: The main learning objective for this assignment is to gain hands-on experience in reviewing/designing surveys. Another objective is to become familiar with surveys improvement and types of measurement scales (nominal, ordinal, and interval). Assignment: You are working for a marketing research company. A new hired researcher is developing a questionnaire about a new meal for McDonald's and is asking for your help to improve the questionnaire. 1) Critique each question and suggest some improvements. Areas of improvements could include (but not limited to): - Model introduction/opening of the survey - Model closing of the survey - Format (absence of open-ended /close ended questions), - Question wording, - Flow and layout of the survey, - etc. 2) For each question in the survey, specify the type of measurement scale (e.g. nominal or ordinal or interval scale?) 3) Suggest some improvements to the scales to reduce redundancy, and shorten the survey (without cutting the number of questions). For example, when applicable, use constant sum scale, etc. Table on typical problems in wording questions Q2. Are you currently enrolled in any of the following types of institutions? 1234JuniorcollegeCommunitycollege/two-yearprogramUniversity/four-yearprogramNoneoftheabove Q3. Are you 12MaleFemale Q4. How many times have you visited a fast food restaurant in the last seven days? Please do not include restaurants where you were served by a waiter or waitress. 123456None/zero-OnetimeTwotimesThreetimesFourtimesFiveormoretimes Q5. For which of the following meal types did you eat fast food in the last seven days? Please mark all that apply. ABCDEFBreakfastLunchAfternoonsnackDinnerEvening/latenightsnackOther Q6. Many fast food restaurants offer combo meals or value meals, which typically include a main dish, a side dish and a drink for a discounted price. How often do you buy combo or value meals, when they are available, versus purchasing single items a la carte? 1234AlwaysOftenSeldomNever Q7. How important are each of the following characteristics when deciding which fast food restaurant to visit? A B Convenience of location 5 Extremely important Very important Somewhat important Not too important Not at all important C Price 5 Extremely important Very important Somewhat important Not too important Not at all important D Food quality 5 Extremely important 4 Very important Somewhat important Not too important Not at all important E Cleanliness of restaurant Extremely important Very important Somewhat important Not too important Not at all important F General atmosphere of restaurant 54321ExtremelyimportantVeryimportantSomewhatimportantNottooimportantNotatallimportant Q8. When you visit fast food restaurants, how often do you stay and eat the food in the restaurant versus getting it to go or going through the drive-through window? 1234AlwaysOftenSeldomNever Q9. If a fast food restaurant had comfortable sofas and chairs, where you could socialize with friends, and wireless Internet connection, how likely would you be to stay and eat your food there rather than getting it to go or going through the drive-through window? 54321ExtremelylikelyVerylikelySomewhatlikelyNottoolikelyNotatalllikely Q10. How many times have you purchased / consumed the following convenient foods in the last seven days? A123456CandybarNone/zeroOnetimeTwotimesThreetimesFourtimesFiveormoretimes B Chips or pretzels 123456None/zeroOnetimeTwotimesThreetimesFourtimesFiveormoretimes C Microwavable frozen meal like Hungry Man or Lean Cuisine 123456None/zeroOnetimeTwotimesThreetimesFourtimesFiveormoretimes D Hot Pocket 123456None/zeroOnetimeTwotimesThreetimesFourtimesFiveormoretimes E Ramen Noodles 123456None/zeroOnetimeTwotimesThreetimesFourtimesFiveormoretimes F Microwavable popcorn 1 None / zero One time Two times Three times Four times G Ice cream 12345None/zeroOnetimeTwotimesThreetimesFourtimes \begin{tabular}{lll} & \multicolumn{2}{l}{ Cookie } \\ & 1 & None / zero \\ & 2 & One time \\ & 3 & Two times \\ & 4 & Three times \\ & 5 & Four times \\ K & & \\ & Pre-packaged / ready-to-eat salad \\ & 1 & None / zero \\ & 2 & One time \\ & 3 & Two times \\ & 4 & Three times \\ & 5 & Four times \\ & & \\ & & \\ L & \\ & 1 & Nre-made, refrigerated sandwich \\ & 2 & One time \\ & 3 & Two times \\ 4 & Three times \\ 5 & Four times \end{tabular} Q10. Why have you not visited any fast food restaurants in the last seven days? Please select all that apply. A Don't like the taste of fast foods B Inconvenience of locations C Price D Healthy food choices not available E Poor food quality F Poor cleanliness of restaurants G Poor general atmosphere of restaurants H Ethnic food choices not available I Vegetarian food choices not available J Lack of freshness of the food K Atypical week - I usually do eat some fast food in a typical week L Other Q11. If a fast food restaurant had comfortable sofas and chairs, wireless Internet connection, and a variety of fresh, healthy American and ethnic food choices and convenience items, how likely would you be to visit? 54321ExtremelylikelyVerylikelySomewhatlikelyNottoolikelyNotatalllikely Objectives: The main learning objective for this assignment is to gain hands-on experience in reviewing/designing surveys. Another objective is to become familiar with surveys improvement and types of measurement scales (nominal, ordinal, and interval). Assignment: You are working for a marketing research company. A new hired researcher is developing a questionnaire about a new meal for McDonald's and is asking for your help to improve the questionnaire. 1) Critique each question and suggest some improvements. Areas of improvements could include (but not limited to): - Model introduction/opening of the survey - Model closing of the survey - Format (absence of open-ended /close ended questions), - Question wording, - Flow and layout of the survey, - etc. 2) For each question in the survey, specify the type of measurement scale (e.g. nominal or ordinal or interval scale?) 3) Suggest some improvements to the scales to reduce redundancy, and shorten the survey (without cutting the number of questions). For example, when applicable, use constant sum scale, etc. Table on typical problems in wording questions Q2. Are you currently enrolled in any of the following types of institutions? 1234JuniorcollegeCommunitycollege/two-yearprogramUniversity/four-yearprogramNoneoftheabove Q3. Are you 12MaleFemale Q4. How many times have you visited a fast food restaurant in the last seven days? Please do not include restaurants where you were served by a waiter or waitress. 123456None/zero-OnetimeTwotimesThreetimesFourtimesFiveormoretimes Q5. For which of the following meal types did you eat fast food in the last seven days? Please mark all that apply. ABCDEFBreakfastLunchAfternoonsnackDinnerEvening/latenightsnackOther Q6. Many fast food restaurants offer combo meals or value meals, which typically include a main dish, a side dish and a drink for a discounted price. How often do you buy combo or value meals, when they are available, versus purchasing single items a la carte? 1234AlwaysOftenSeldomNever Q7. How important are each of the following characteristics when deciding which fast food restaurant to visit? A B Convenience of location 5 Extremely important Very important Somewhat important Not too important Not at all important C Price 5 Extremely important Very important Somewhat important Not too important Not at all important D Food quality 5 Extremely important 4 Very important Somewhat important Not too important Not at all important E Cleanliness of restaurant Extremely important Very important Somewhat important Not too important Not at all important F General atmosphere of restaurant 54321ExtremelyimportantVeryimportantSomewhatimportantNottooimportantNotatallimportant Q8. When you visit fast food restaurants, how often do you stay and eat the food in the restaurant versus getting it to go or going through the drive-through window? 1234AlwaysOftenSeldomNever Q9. If a fast food restaurant had comfortable sofas and chairs, where you could socialize with friends, and wireless Internet connection, how likely would you be to stay and eat your food there rather than getting it to go or going through the drive-through window? 54321ExtremelylikelyVerylikelySomewhatlikelyNottoolikelyNotatalllikely Q10. How many times have you purchased / consumed the following convenient foods in the last seven days? A123456CandybarNone/zeroOnetimeTwotimesThreetimesFourtimesFiveormoretimes B Chips or pretzels 123456None/zeroOnetimeTwotimesThreetimesFourtimesFiveormoretimes C Microwavable frozen meal like Hungry Man or Lean Cuisine 123456None/zeroOnetimeTwotimesThreetimesFourtimesFiveormoretimes D Hot Pocket 123456None/zeroOnetimeTwotimesThreetimesFourtimesFiveormoretimes E Ramen Noodles 123456None/zeroOnetimeTwotimesThreetimesFourtimesFiveormoretimes F Microwavable popcorn 1 None / zero One time Two times Three times Four times G Ice cream 12345None/zeroOnetimeTwotimesThreetimesFourtimes \begin{tabular}{lll} & \multicolumn{2}{l}{ Cookie } \\ & 1 & None / zero \\ & 2 & One time \\ & 3 & Two times \\ & 4 & Three times \\ & 5 & Four times \\ K & & \\ & Pre-packaged / ready-to-eat salad \\ & 1 & None / zero \\ & 2 & One time \\ & 3 & Two times \\ & 4 & Three times \\ & 5 & Four times \\ & & \\ & & \\ L & \\ & 1 & Nre-made, refrigerated sandwich \\ & 2 & One time \\ & 3 & Two times \\ 4 & Three times \\ 5 & Four times \end{tabular} Q10. Why have you not visited any fast food restaurants in the last seven days? Please select all that apply. A Don't like the taste of fast foods B Inconvenience of locations C Price D Healthy food choices not available E Poor food quality F Poor cleanliness of restaurants G Poor general atmosphere of restaurants H Ethnic food choices not available I Vegetarian food choices not available J Lack of freshness of the food K Atypical week - I usually do eat some fast food in a typical week L Other Q11. If a fast food restaurant had comfortable sofas and chairs, wireless Internet connection, and a variety of fresh, healthy American and ethnic food choices and convenience items, how likely would you be to visit? 54321ExtremelylikelyVerylikelySomewhatlikelyNottoolikelyNotatalllikely