Marketing Management

Meteor Motorcycle Company is one of the industry’s leading manufacturers of customized, high-performance bikes in the luxury cruiser class. Return to Chapter 3’s experiential learning, “Crafting a Research Proposal,” to review the proposal presented to this company. Go to the textbook Web site and download the following file: Meteor Survey A.doc. This is the draft version of the survey used to fulfill the research objectives listed in the research proposal for the Meteor Motorcycle Company presented in Chapter 3as Meteor Proposal.doc. Open Meteor Survey A.doc and read the actual draft version of the survey questionnaire done after this proposal was accepted byMeteor.

1. How would you improve this draft of the questionnaire? Hints: Think about what was promised in the proposal.

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Think also about the guidelines presented in this chapter.

2. Create an electronic copy of Meteor Survey A.doc titled “Meteor Survey A2.doc.” Make your proposed revisions in this new document.

1. How would you make this draft of the survey appear more appealing to the respondent? Hint: Think about the “Form and Layout” and “Reproduce the Questionnaire” sections.

2. Make your proposed revisions in this new document Meteor Survey A2.doc.

3. Using Qualtrics (access is included with this book), develop an online version of your revised survey as given in Meteor Survey A2.doc.


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