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Abstract

This is part of a case series. This caselet - second in a series of two caselets - is to let the participants/students prepare an effective questionnaire given the management decision problem and corresponding marketing research problem. When Home Store’s Founder-CEO consulted a Marketing Research Consultant to review the questionnaire prepared by Atul Srinivasan. He was suggested to make improvements in the questionnaire given in Caselet (A). The consultant suggested to design the questionnaire to be more effective in achieving the defined marketing research problem. What’s the management decision problem at Home Store? What is the appropriate marketing research problem? How can the principles of effective questionnaire design be applied to design an effective questionnaire for Home Store?
Location:
Industry:
Other setting(s):
2015

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Abstract

This is part of a case series. This caselet - second in a series of two caselets - is to let the participants/students prepare an effective questionnaire given the management decision problem and corresponding marketing research problem. When Home Store’s Founder-CEO consulted a Marketing Research Consultant to review the questionnaire prepared by Atul Srinivasan. He was suggested to make improvements in the questionnaire given in Caselet (A). The consultant suggested to design the questionnaire to be more effective in achieving the defined marketing research problem. What’s the management decision problem at Home Store? What is the appropriate marketing research problem? How can the principles of effective questionnaire design be applied to design an effective questionnaire for Home Store?

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Location:
Industry:
Other setting(s):
2015

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