Need To Design A Questionnaire With 12 Questions

Need To Design A Questionnaire About 12 Questions Including Likert Sc

Need to design a questionnaire about 12 questions (including Likert scale, brand performance question, brand imagery question, brand judgment question, brand resonance question).

The questionnaire should consist of 12 questions covering various aspects such as Likert scale items, brand performance, brand imagery, brand judgment, and brand resonance. The goal is to gather consumer perceptions about a specific brand within a research context, aligned with the background information, brand inventory, consumer perceptions, findings, and recommendations sections outlined in the sample report.

Ensure the questionnaire is concise, no longer than 5 pages, uses 12pt Times New Roman font, single spacing, and incorporates figures, diagrams, or graphs if needed.

The questionnaire should also be structured to support analysis of consumer awareness, usage, perceived performance, imagery, attitudes, and resonance related to the brand.

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Paper For Above instruction

Introduction

Developing an effective questionnaire to evaluate brand perceptions requires careful consideration of both the content and structure. The questionnaire should aim to capture key dimensions of brand equity, including consumer awareness, performance, imagery, judgments, and resonance. Drawing from the guidelines outlined in the brief, this paper will present a comprehensive 12-question survey design, integrating Likert scale items, brand-related questions, and perceptual assessments. Furthermore, the structure aligns with the typical branding analysis framework, including historical overview, brand inventory, consumer perceptions, findings, and strategic recommendations.

Questionnaire Design

The core of this research instrument comprises 12 carefully crafted questions that address multiple facets of the brand. The intent is to obtain quantifiable consumer insights that can reveal discrepancies between current perceptions and ideal positioning, as well as to identify drivers of brand equity.

Likert Scale Items

To measure consumer attitudes and perceptions, six questions will utilize a 5-point Likert scale ranging from "Strongly Disagree" to "Strongly Agree." These include:

  1. “I am familiar with the brand.”
  2. “The brand offers high-quality products/services.”
  3. “The brand has a strong positive image.”
  4. “I believe this brand is innovative.”
  5. “This brand is trustworthy.”
  6. “I feel emotionally connected to this brand.”

These items aim to gauge overall brand awareness, perceived quality, imagery, and emotional resonance.

Brand Performance and Imagery Questions

Two questions will specifically assess brand performance and imagery:

  1. “Compared to competitors, how well does the brand meet your expectations?” (Scale: 1=Much worse, 5=Much better)
  2. “The brand’s visual identity (logo, packaging, advertising) appeals to me.” (Likert scale)

Brand Judgment and Resonance

To explore consumer judgments and brand resonance, the questions include:

  1. “I consider this brand to be a premium/affordable option.” (Likert scale)
  2. “I would recommend this brand to others.” (Likert scale)
  3. “I feel a sense of community with other users of this brand.”

This set offers insights into perceived positioning, brand loyalty, and social connection.

Open/Secondary Data

Additionally, it may be helpful to include a multiple-choice or ranking question, such as:

  1. “Which of the following do you associate most with this brand?” (Brand quality, innovation, trust, price, customer service)”

This complements quantitative data with associative perceptions.

Implementation Considerations

- The survey should be administered to a sample of at least 10 consumers, with larger samples preferred for validity.

- Data analysis will focus on identifying gaps between current perceptions and desired brand positioning, as well as the main drivers influencing brand equity.

Conclusion

The structured questionnaire described provides a comprehensive, efficient method to measure various dimensions of consumer perceptions regarding the brand. It integrates Likert scale items for attitude measurement, specific performance and imagery questions, and judgment/resonance items aligned with brand equity theory. Proper implementation will allow the researcher to uncover critical insights necessary for strategic brand management and future improvement initiatives.

References

- Aaker, D. A. (1996). Building strong brands. Free Press.

- Keller, K. L. (2013). Strategic Brand Management. Pearson Education.

- Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.

- Oliver, R. L. (1999). Whence customer loyalty? Journal of Marketing, 63(Special Issue), 33-44.

- Ryan, D. (2014). Understanding Digital Marketing. Kogan Page.

- Pappu, R. S., & Quester, P. G. (2016). The Impact of Brand Experience on Brand Loyalty. Journal of Business Research, 69(8), 2959-2964.

- Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128-137.

- MarketResearch.com. (2020). Consumer perception and brand loyalty. Retrieved from https://www.marketresearch.com

- Statistical Package for the Social Sciences (SPSS). (2021). User’s Guide. IBM.

- Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Publications.

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