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Marketing research: Design survey, construct primary research

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Now that you have determined the characteristics of the target market, design your survey, and construct the primary research.

The survey should include 10 - 12 questions that you will use to collect information about the HP's developing marketing strategy. Include information about the following:

Explain why you chose the audience you did.
What are the audience segment's perceptions of the company's brands?
How is the audience segmented? By geography? By personality traits? By likes and dislikes?
What ethical concerns exist when conducting the research?

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Solution Summary

The expert designs a survey and constructs primary research.

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Please refer to the attached file for the response.

SURVEY QUESTIONNAIRE: CONSUMERS' PERCEPTIONS ON
A BRAND OF CAR

Gender:
___Male
___Female
Civil Status:
___Single
___Married
Age:
___Below 30 years old
___30 to 39 years old
___40 to 49
___50 and above
Occupation: __________________________________
Monthly family income: ________________________
Size of family: ____

When you think of a car, what brand comes to you mind first? _____________
Why? ____________________________
When you think of a durable car what brand comes to your mind?
First_________
Second__________
Third ___________

When you think of a luxury car, what brand comes to your mind?
1st_______
2nd______
3rd______
When you think of a spacious car or a car suitable to your family, what brand comes to your ...

Solution provided by:
Elisa Valdez, PhD
Education
  • Bachelor of Science in Business Administration, University of the Philippines
  • Master in Business Administration, Saint Mary's University
  • Doctor of Philosophy in Education, University of the Philippines
  • Doctor in Business Adminstration (IP), Polytechnic University of the Philippines
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