Please download two files
You should do:
Design 10 survey questions about culture relevance and a brief introduction (
At the start of your Survey, please include a small paragraph introducing your topic, along with the purpose of your inquiry. This will help participants to better understand what they are completing
.
)
This course is “Marketing Research”. Please read the PDF (Lec.6(Surveys II)) file carefully in order to answer the following questions
The following is the background of this task:
Prompt
In 2022, consumers are “swimming” in a sea of brands – there are thousands of brands that they interact with on a daily basis. And for every choice that they make in life, there are dozens of options out there – from insignificant decisions such as what to eat and wear, to more important ones, such as where to live or what to drive. Unlike in years past, where consumers may have only had a few selections to pick from for their needs, today the problem is quite the opposite – there are simply too many choices!
Thus, for any brand to stand out, one thing it must be able to do is speak to the consumer in a socially and culturally relevant way. Brands that fail to do so often get lost in the shuffle, while those who are successful at communicating with the consumer often experience great success. To this end, below are four brands that are trying to better communicate with their consumer in 2022:
Hot Pockets (This is the brand to research)
Life Cuisine
Coffee Mate Natural Bliss
Chameleon Cold Brew
The overall question that we will be seeking to answer throughout this project is:
“How can we ensure that these brands are socially and culturally relevant in 2022?”
We are specifically interested in understanding each brand’s:
1. Social Relevance – The brand’s ability to be at the forefront of consumers’ minds (i.e., Is your brand one that is being talked about by consumers?)
2. Cultural Relevance – Deeper, lasting cultural meaning carried by the brand (i.e., What does your brand stand for, in the minds of consumers?)
As a result, your team will be helping these brands to better understand their current social/cultural situation, and how they can take steps towards increasing their footprint with their target audience. In order to do so, you will be completing three parts to this project:
Focus Group & Survey:
To better understand your consumers’ experience with your assigned brand, along with exploring methods to improve social/cultural impact with these consumers
Presentation:
To share these insights with others, along with actionable solutions moving forward
The specific requirements this time are:
1. A brief introduction
At the start of your Survey, please include a small paragraph introducing your topic, along with the purpose of your inquiry. This will help participants to better understand what they are completing
2. Design 10 survey questions about culture relevance
What is your brand’s cultural meaning today? How does your brand fit into the cultural landscape of 2022? Does it fit in, to begin with? Is your brand’s cultural meaning one that resonates with current consumers? If it is(n’t) resonating, why is this the case? How does this cultural footprint stand out from competitors’?
(The 10 questions should include some way of asking questions about the type of PDF page 30, use 7 intervals)
Survey Logistics
Length: ~15-20 questions
Platform: Qualtrics, SurveyMonkey, Google Forms, etc.
You are free to select any platform that you’d like to conduct your survey, but I would highly recommend one of the above three for your purposes (especially either Qualtrics or SurveyMonkey).
Survey Flow
Introduction
At the start of your Survey, please include a small paragraph introducing your topic, along with the purpose of your inquiry. This will help participants to better understand what they are completing.
Beginning
I would recommend asking several demographic questions at the beginning: Age, Gender, Race, Religion, etc. Gathering such demographic info will allow you to later see if there are differences in perspectives, based on such characteristics (e.g., perhaps Asian Americans’ view towards Life Cuisine is different from that of Hispanic Americans’).
Middle
After you obtain some basic background information, this is where you should include your main questions of interest.
End
Briefly thank your participants for completing your survey. Consider including an open-ended question where participants can leave feedback regarding their thoughts on the topic, perhaps providing insight not already captured by the other questions.
Survey Deliverable
Please have one group member submit your survey link to Canvas by 2/16, 11:59 PM.
Post-Survey: Data Collection
After finishing your Survey, you will be tasked with collecting data. Feel free to ask people in your social sphere to complete it (e.g., friends, family, coworkers, peers, etc.).
You will need at least n = 50 participants for quality data analysis later on. I would recommend completing data collection by week 9, so that you have some time to analyze the data and think through how to present your results (as will be discussed later on).
Surveys
Outline
● Purpose
● Question
● Response
How’ve you been?
What you been up to?
How’s school?
How’s work?
I’ve been good, man.
Met someone recently.
Work’s been tough.
Studying for finals.
Why do you like Disneyland?
What do you like about Disneyland?
What don’t you like about Disneyland?
Why do you go to Disneyland?
Being there makes me happy.
I have nothing else to do on weekends.
The rides are really fun.
The tickets are too expensive.
Why do you like Disneyland?
What do you like about Disneyland?
What don’t you like about Disneyland?
Why do you go to Disneyland?
Being there makes me happy.
I have nothing else to do on weekends.
The rides are really fun.
The tickets are too expensive.
Question Response
The Impact of Question Wording (Loftus & Palmer 1974)
“About how fast were the cars going when they _______ each other?”
A. Contacted
B. Hit
C. Bumped
D. Collided
E. Smashed
31.8 MPH
34.0 MPH
38.1 MPH
39.3 MPH
40.8 MPH
Which one?
Do:
Be direct
Goal: What exactly do you want to know?
What do you prefer to wear when you go out?
What shoe brand do you prefer to wear when you go out?
What shoe brand do you prefer to wear when you work out at the gym?
What shoe brand do you prefer to wear when you do cardio at the gym?
How’s life?How’s work?How’s school?
Do: Break big ideas into smaller ones
Goal: Take complex ideas and break them into easier questions
How happy are you with your Nike purchase?
How much do you enjoy using the product in your workouts?
To what extent does the product meet your exercise needs?
How likely are you to purchase another pair of Nikes in the future?
Be direct
Big thoughts ->
small ideas
Where will challenge
you more?
Don’t: Lead them on!
Goal: Don’t key participants on how they should answer!
Have you heard about the new Nike shoe that everyone is buzzing about?
Have you heard about the new Nike shoe yet?
Have you heard about the new Nike shoe?
Don’t: lead them on!
Goal: Don’t key participants on how they should answer!
How much weight will you plan to lose by wearing your Nike shoes?
How much weight will you plan to gain or lose by wearing your Nike shoes?
Don’t: be greedy!
Goal: Don’t try to get two questions for the price of one!
Are you satisfied with the design and comfort of your shoe?
Are you satisfied with the design of your shoe?
Are you satisfied with the comfort of your shoe?
Be direct
Big thoughts ->
small ideas
Lead them on
Be greedy
Outline
● Purpose
● Question
●
Response
Response
Nominal Interval
Quantitative vs. Qualitative Traits
Characteristics of a person that
cannot be measured numerically
Examples:
Race
Religion
Gender
Characteristics of a person that can
be measured numerically
Examples:
Age
Weight
Salary
Quantitative Qualitative
Nominal
Idea:
Means to characterize consumers’ qualitative traits
What is your race?
A. Caucasian-American
B. Hispanic-American
C. African-American
D. Asian-American
E. Other
What is your favorite sport?
A. Football
B. Basketball
C. Baseball
D. Hockey
E. Other
Interval
Idea:
Means to characterize consumers’ quantitative traits
Please indicate your age:
10-19
1 2 3 4 5 6 7
20-29 30-39 40-49 50-59 60-69 70-79
Please indicate your income:
0-25K
1 2 3 4 5 6 7
26-50K 51-75K 76-100K 101-150K 151-200K 201K+
Interval
Idea:
Means to characterize consumers’ quantitative traits
Please indicate your age:
10-19
1 2 3 4 5 6 7
20-29 30-39 40-49 50-59 60-69 70-79
+10 +10 +10 +10 +10
“Value”Worse Better
Nominal
Idea:
Means to characterize consumers’ qualitative traits
What is your race?
A. Caucasian-American
B. Hispanic-American
C. African-American
D. Asian-American
E. Other
What is your favorite sport?
A. Football
B. Basketball
C. Baseball
D. Hockey
E. Other
Satisfaction Importance
Interval
Idea:
Means to characterize consumers’ qualitative traits, quantitatively
How satisfied are you with the service you received at Nike Ontario Mills?
Strongly
Dissatisfied
Dissatisfied
Somewhat
Dissatisfied
Neither
Satisfied nor
Dissatisfied
Somewhat
Satisfied Satisfied
Strongly
Satisfied
1 2 3 4 5 6 7
“Value”Worse Better
Quantitative vs. Qualitative Traits
Characteristics of a person that
cannot be measured numerically
Examples:
Race
Religion
Gender
Characteristics of a person that can
be measured numerically
Examples:
Age
Weight
Salary
Quantitative
Qualitative
Quantitative vs. Qualitative Traits
Characteristics of a
person that cannot be
measured numerically
Examples:
Race
Religion
Gender
Characteristics of a
person that can be
measured numerically
Examples:
Age
Weight
Salary
Quantitative Qualitative
Characteristics of a person
that cannot be measured
numerically, but can be
“modeled” as such:
Examples:
Satisfaction
Approval
Importance
Qualitative
Interval Nominal Interval
Interval
Idea:
Means to characterize consumers’ qualitative traits, quantitatively
How satisfied are you with the service you received at Nike Ontario Mills?
Strongly
Dissatisfied Dissatisfied
Somewhat
Dissatisfied
Neither
Satisfied nor
Dissatisfied
Somewhat
Satisfied Satisfied
Strongly
Satisfied
1 2 3 4 5 6 7
Likert Scale
Idea:
Scale used to measure a variable
Keys:
● Either 5, 7, or 9 points
● Variable increases linearly down the scale
Strongly
Dissatisfied Dissatisfied
Somewhat
Dissatisfied
Neither
Satisfied nor
Dissatisfied
Somewhat
Satisfied Satisfied
Strongly
Satisfied
1 2 3 4 5 6 7
How satisfied are you with the service you received at Nike Ontario Mills?
Strongly
Dissatisfied
Neither
Satisfied nor
Dissatisfied
Strongly
SatisfiedSatisfied
1 2 3 4 5
Dissatisfied
Very
Dissatisfied
Slightly
Dissatisfied
Neither
Satisfied nor
Dissatisfied
Slightly
Satisfied
Very
Satisfied
2 3 4 5 6 7 8
Extremely
Dissatisfied
Extremely
Satisfied
Moderately
Dissatisfied
Moderately
Satisfied
1 9
1 2 3 4 5 6 7
Frequency Never Rarely Occasionally Sometimes Frequently Usually Always
Acceptability Totally
unacceptable
Unacceptable Slightly
unacceptable
Neutral Slightly
acceptable
Acceptable Perfectly
acceptable
Priority Not a
priority
Low
priority
Somewhat
priority
Neutral Moderate
priority
High
priority
Essential
priority
Agreement Strongly
disagree
Disagree Somewhat
disagree
Neither agree
nor disagree
Somewhat
agree
Agree Strongly
agree
Approval Strongly
disapprove
Disapprove Somewhat
disapprove
Neither approve
nor disapprove
Somewhat
approve
Approve Strongly
approve
Accuracy Very
untrue
Untrue Somewhat
untrue
Neutral Somewhat
true
True Very
true
Importance Not at all
important
Low
importance
Slightly
important
Neutral Moderately
important
Very
important
Extremely
important
Satisfaction Strongly
dissatisfied
Dissatisfied Somewhat
dissatisfied
Neither satisfied
nor dissatisfied
Somewhat
satisfied
Satisfied Strongly
satisfied
2
Hot pockets
Student’s Name
Institutional affiliation
Introduction
Hot pockets is an American brand of microwavable sandwiches and turnovers that are made of different types of meat, cheese and vegetables. The brand was introduced 39 years ago and the initial owner of the brand was Chef America Inc. but the brand is currently owned by Nestle Inc. The brand was developed by Paul Merage and his brother through Chef America Inc. which was their company. The idea behind the brand was to come up with calzone-like sandwiches that will be crunchy when microwaved. Chef America Inc. was later sold to Nestle in 2002 and Nestle has continued selling this brand up to date. They are around 50 varieties of the hot pockets and include breakfast, lunch and dinner varieties. Despite the popularity of the brand it has had some major setbacks where the products were recalled. In 2014, the brand had allegations of using contaminated meat and in 2020 it faced allegations of having glass fragments in its products.
Cultural relevance questions
1. Does hot pockets support community activities and social events?
The community has various needs and wants and the brand needs to make sure that it participates in the events and has significance contribution in the events. This question addresses whether the brand is concerned about the needs of the community.
2. Does the brand use ingredients that are healthy and that guarantee to protect the wellbeing of the customers?
There are various ingredients that are no acceptable in different cultures. For instance, pork could be unacceptable in Islamic culture. The business needs to make sure that it considers every individual in selection of its ingredients.
3. Does Hot pockets align well with cultural events?
The business needs to align its activities with significant cultural events. This question will address how supportive the brand is towards the different events, for instance whether it offers discounts during cultural holidays (Khamis, 2020).
4. Do you believe that the brand puts the interests of the customers first?
The company needs to make sure that its brand puts the welfare of its customers first. This question looks at how the brand has achieved that and if it has not how it can achieve that.
5. Is the brand inclusive of the different cultures and beliefs of where it operates?
The brand employs a range of employees and staff in its organization. This question addresses how diversity is included in the company (Khamis, 2020).
6. Does Hot pockets acknowledge the core values of the different cultures in America and beyond in regions where it sells its products?
America is known for some unique cultural core values. Some of the unique values include freedom and equality and these values should be portrayed in the brand.
7. Does Hot pockets connect well with the people in its commercials and do the adverts represent the American culture?
This question focuses on the message that the brand communicates in its advertising and commercials. It will address the elements of advertising and the choice of the channels of advertising.
8. Does the brand integrate culture influencers in its marketing efforts?
Cultural relevance can be increased through the use of influencers who represent different cultures in its product promotions. The more inclusive the brand is in its promotions the more culturally relevant it is.
9. Does the packaging and the appearance of the brand have a positive impact on the culture of the community around?
Hot pocket needs to make sure that its packaging and appearance is acceptable to different cultures. This question addresses whether the packaging and the outward appearance of the product makes sure it is not offensive to different individuals (Wilson, 2020).
10. Is the brand culturally appropriate for the different cultures?
It is important to understand whether a brand is accommodating of the different cultures in their brand delivery. This question addresses whether different people will have the same experience consuming the brand regardless of their cultural differences.
References
Khamis, S. (2020). Branding diversity: New advertising and cultural strategies. Routledge.
Singh, A., & Alazmi, F. K. (2019, October). A Case Study on Nestle. In Journal of
International Conference Proceedings (JICP) (Vol. 2, No. 2, pp. 80-85).
Wilson, J. A. (2020). Understanding branding is demanding…. Journal of Marketing
Management, 36(13-14), 1178-1189.
Surveys
Course Overview
Question Plan of Attack Answer
“The Problem-Solving Approach”
Defining the Problem (wk. 2) Focus Groups (wk. 3)
Surveys (wks. 4-5)
Finding Relationships (wk. 7)
Finding Differences (wks. 8-9)
Odor! Oh no
http://www.youtube.com/watch?v=uq8HJW_GVxU
Outline
● Purpose
● Question
● Response
Outline
● Purpose
● Question
● Response
Survey (Defn.)
Questionnaire used to gain direct insight on a topic of interest
Characteristics
1. Size: 50+ people
2. Format: Set of questions
3. Mechanism: Online, Mail, In-person
How do
people see
our burgers?
Why isn’t
Barbie
resonating?
Focus Groups
“Why,” “How”
What would
people want
from a better
burger?
Who feels this
way about
Barbie?
Surveys
“Who,” “What”
What
they see
How
they see it
“Do you prefer A or B?”
“Would you buy this?”
“Have you heard of A?”
“How much would you pay for this?”
“Why do you like A?”
“Why would you buy this?”
“How did you hear about A?”
“What’s your thought process in
making this purchase?”
(Surveys)(Focus Groups)
Focus Groups vs. Surveys
Open-ended:
Question encourages deeper
thought, reflection, analysis
Close-ended:
Question encourages quicker
intuition, instincts, insights
Qualitative:
Gain in-depth, explanatory
insight into the experiences of a
few consumers
Quantitative:
Gain surface-level, numerical
insight into the experiences of
many consumers
Focus Groups Surveys
Surveys
Course Overview
Question Plan of Attack Answer
“The Problem-Solving Approach”
Defining the Problem (wk. 2) Focus Groups (wk. 3)
Surveys (wks. 4-5)
Finding Relationships (wk. 7)
Finding Differences (wks. 8-9)
Odor! Oh no
http://www.youtube.com/watch?v=uq8HJW_GVxU
Outline
● Purpose
● Question
● Response
Outline
● Purpose
● Question
● Response
Survey (Defn.)
Questionnaire used to gain direct insight on a topic of interest
Characteristics
1. Size: 50+ people
2. Format: Set of questions
3. Mechanism: Online, Mail, In-person
How do
people see
our burgers?
Why isn’t
Barbie
resonating?
Focus Groups
“Why,” “How”
What would
people want
from a better
burger?
Who feels this
way about
Barbie?
Surveys
“Who,” “What”
What
they see
How
they see it
“Do you prefer A or B?”
“Would you buy this?”
“Have you heard of A?”
“How much would you pay for this?”
“Why do you like A?”
“Why would you buy this?”
“How did you hear about A?”
“What’s your thought process in
making this purchase?”
(Surveys)(Focus Groups)
Focus Groups vs. Surveys
Open-ended:
Question encourages deeper
thought, reflection, analysis
Close-ended:
Question encourages quicker
intuition, instincts, insights
Qualitative:
Gain in-depth, explanatory
insight into the experiences of a
few consumers
Quantitative:
Gain surface-level, numerical
insight into the experiences of
many consumers
Focus Groups Surveys
