MKT403 MODULE 1-5 SLP

Module 2 - Questionnaires

PLAN THE RESEARCH

Questionnaires

Thirsty and Purchasing one can

Instructions:

Imagine that you can choose among 8 products. The products vary as follows:

Brand: Coca Cola or Sam’s Cola (if you prefer drinking a diet product, you are to assume that you are comparing Diet Coca Cola and Diet Sam’s Cola)

Price: $0.25 or $0.50

Temperature: room temperature or cold

Assume that you are THIRSTY:

Given the 8 choices circle (1) beside the product you would choose and circle (5) beside the product you would NOT choose.

Cross out the products with (1) or (5) beside them.

Given the 6 remaining choices circle (2) beside the product you would choose and circle (4) beside the product you would NOT choose.

Cross out the products with (2) or (4) beside them.

Given the 4 remaining choices; if it is a toss-up between your 2nd and your next choice, circle (2) beside the product you would choose and/or if it is a toss-up between your 4th choice and the next product you would NOT choose, circle (4) beside the product you would NOT choose. Otherwise, circle (3) on the remaining choices.

Highest Higher Lower Lowest

Probability Probability Probability Probability

Of Of Of Of

Choosing Choosing Choosing Choosing

Coca Cola $0.25 cold 1 2 3 4 5

Coca Cola $0.25 warm 1 2 3 4 5

Coca Cola $0.50 cold 1 2 3 4 5

Coca Cola $0.50 warm 1 2 3 4 5

Sam's Cola $0.25 cold 1 2 3 4 5

Sam's Cola $0.25 warm 1 2 3 4 5

Sam's Cola $0.50 cold 1 2 3 4 5

Sam's Cola $0.50 warm 1 2 3 4 5

Not Thirsty and Purchasing one can

Instructions:

Imagine that you can choose among 8 products. The products vary as follows:

Brand: Coca Cola or Sam’s Cola (if you prefer drinking a diet product, you are to assume that you are comparing Diet Coca Cola and Diet Sam’s Cola)

Price: $0.25 or $0.50

Temperature: room temperature or cold

Assume that you are NOT THIRSTY:

Given the 8 choices circle (1) beside the product you would choose and circle (5) beside the product you would NOT choose.

Cross out the products with (1) or (5) beside them.

Given the 6 remaining choices circle (2) beside the product you would choose and circle (4) beside the product you would NOT choose.

Cross out the products with (2) or (4) beside them.

Given the 4 remaining choices; if it is a toss-up between your 2nd and your next choice, circle (2) beside the product you would choose and/or if it is a toss-up between your 4th choice and the next product you would NOT choose, circle (4) beside the product you would NOT choose. Otherwise, circle (3) beside the remaining choices.

Highest Higher Lower Lowest

Probability Probability Probability Probability

Of Of Of Of

Choosing Choosing Choosing Choosing

Coca Cola $0.25 cold 1 2 3 4 5

Coca Cola $0.25 warm 1 2 3 4 5

Coca Cola $0.50 cold 1 2 3 4 5

Coca Cola $0.50 warm 1 2 3 4 5

Sam's Cola $0.25 cold 1 2 3 4 5

Sam's Cola $0.25 warm 1 2 3 4 5

Sam's Cola $0.50 cold 1 2 3 4 5

Sam's Cola $0.50 warm 1 2 3 4 5

Thirsty and Purchasing a 12 pack of cans

Instructions:

Imagine that you can choose among 8 products. The products vary as follows:

Brand: Coca Cola or Sam’s Cola (if you prefer drinking a diet product, you are to assume that you are comparing Diet Coca Cola and Diet Sam’s Cola)

Price: $2.00 or $4.00

Temperature: room temperature or cold

Assume that you are THIRSTY:

Given the 8 choices circle (1) beside the product you would choose and circle (5) beside the product you would NOT choose.

Cross out the products with (1) or (5) beside them.

Given the 6 remaining choices circle (2) beside the product you would choose and circle (4) beside the product you would NOT choose.

Cross out the products with (2) or (4) beside them.

Given the 4 remaining choices; if it is a toss-up between your 2nd and your next choice, circle (2) beside the product you would choose and/or if it is a toss-up between your 4th choice and the next product you would NOT choose, circle (4) beside the product you would NOT choose.

Highest Higher Lower Lowest

Probability Probability Probability Probability

Of Of Of Of

Choosing Choosing Choosing Choosing

Coca Cola $2.00 cold 1 2 3 4 5

Coca Cola $2.00 warm 1 2 3 4 5

Coca Cola $5.00 cold 1 2 3 4 5

Coca Cola $5.00 warm 1 2 3 4 5

Sam's Cola $2.00 cold 1 2 3 4 5

Sam's Cola

$2.00 warm 1 2 3 4 5

Sam's Cola $5.00 cold 1 2 3 4 5

Sam's Cola $5.00 warm 1 2 3 4 5

NOT Thirsty and Purchasing a 12 pack of cans

Instructions:

Imagine that you can choose among 8 products. The products vary as follows:

Brand: Coca Cola or Sam’s Cola (if you prefer drinking a diet product, you are to assume that you are comparing Diet Coca Cola and Diet Sam’s Cola)

Price: $2.00 or $4.00

Temperature: room temperature or cold

Assume that you are NOT THIRSTY.

Given the 8 choices circle (1) beside the product you would choose and circle (5) beside the product you would NOT choose.

Cross out the products with (1) or (5) beside them.

Given the 6 remaining choices, circle (2) beside the product you would choose and circle (4) beside the product you would NOT choose.

Cross out the products with (2) or (4) beside them.

Given the 4 remaining choices; if it is a toss-up between your 2nd and your next choice, circle (2) beside the product you would choose and/or if it is a toss-up between your 4th choice and the next product you would not choose, circle (4) beside the product you would NOT choose.

Highest Higher Lower Lowest

Probability Probability Probability Probability

Of Of Of Of

Choosing Choosing Choosing Choosing

Coca Cola $2.00 cold 1 2 3 4 5

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Coca Cola $2.00 warm 1 2 3 4 5

Coca Cola $5.00 cold 1 2 3 4 5

Coca Cola $5.00 warm 1 2 3 4 5

Sam's Cola $2.00 cold 1 2 3 4 5

Sam's Cola $2.00 warm 1 2 3 4 5

Sam's Cola $5.00 cold 1 2 3 4 5

Sam's Cola $5.00 warm 1 2 3 4 5

At the end of the 4 surveys, I decided to add the following coded information

Gender of Respondent: M or F

Time of Day (24 hr clock)

Temperature When Administering Questionnaire: Hot, Warm, Cool, or Cold

Approximate Age of Respondent: Under 30, 30-60, or Over 60

Thirsty: Yes on No