This application is testing your ability to develop an effective survey in Qualtrics. Be careful on the overall design of the survey, including the questions you create and the scale type/values/descriptors you assign, question flow, and the quality of data that would result if the survey were implemented.

The scenario: Coca Cola has contracted with Marketing Research Methods students to help them better understand consumer behavior. Coca Cola has a new beverage product it is seeking to bring to market. They have the formula developed and taste tests are complete. However, they seek additional research about the product The new product, Mocha Coca Caffeine, is a low calorie, naturally sweetened, mocha flavored, caffeine infused, soda. Coca Cola believes that this soda can be targeted towards coffee drinkers. However, they are not entirely sure how likely it is that consumers will purchase the product as a coffee substitute. In addition to determining the importance of attributes (caffeine, mocha flavor, low calorie, naturally sweetened) and their impact on the overall likelihood to purchase the product, Coca Cola would like to better understand the impact of brand name (Mocha Coca Caffeine) and quantity on purchase intention as well. They would like to understand other brands/products that are purchased as caffeine substitutes and the relative preference for each. Further, they want to determine if there are age and sex differences in the perception of Mocha Coca as a caffeine substitute. Thus, age and sex are important demographic variables. Please review the conceptual model below as you consider how you will structure the survey. The survey you design should result in data that would allow these relationships to be tested.

The assignment: Coca Cola has asked you to design a short survey (maximum of 12 questions, not including the introduction or the screening question(s)) to gather this information for them. Of the 12 questions, no more than two questions can be relevant demographic questions. Since the goal is to understand likelihood to purchase and perceptions of product as a caffeine substitute, anyone who drinks, on average, one cup of coffee daily should complete the survey. Some additional requirements for question design - Soda brands/products considered for purchase as coffee substitutes (nominal) - The relative preference of those brands/products identified (ordinal). - Attributes and their importance (interval). - Desired quantity per packaged serving, in ounces (ordinal). - Likelihood of purchase (behavioral intention question and interval) - Perception of Mocha Coca as a caffeine substitute (interval) - Age (nominal or ordinal) - Sex( nominal) Assumptions: You will need to make assumptions about brands/products. You will also need to make assumptions about quantity in terms of ounces