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분야
pptxComparing prices
Data Analysis
Marketing Research Problem
Research Goal
Overview
Two-Step Design
Questionnaire Design:Support for RP
Questionnaire Design:Characteristics
Questionnaire Design:Price perception
Questionnaire Design:Price change sensitivity
Overview
Summary
Main Drawback
Distribution = Decision Authority?
Manager Interview
Overview
Support of Research Problem
Data Analysis
Price perception
Conclusion
Find support for perceived research problem
Find out what would maximize current revenue
Enable us to advise ZARA management
Maximize revenue
Questionnaire Design:Characteristics
3. Please write your opinion about ZARA freely.
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1. Have you ever bought clothes at ZARA? (If you haven’t, please start from #7)
1) Yes 2) No
Brand Experience (to test correlation bw BE and price)
2. Please indicate how many times you shop at ZARA (per month):
1) 0 2) 1-2 3) 3-4 4) over 5
Shopping Frequency
9. Please indicate your Gender:
1) Female 2) Male
10. Please indicate your Age:
1) Teens 2) Twenties 3) Thirties 4) Forties
11. Please check your average monthly expenses for purchasing garments (in Won):
1) under 100000 2) 100000 - 200000 3) 200000 -300000
4) 300000-400000 5) over 400000
Monthly Expenditure level on clothing
Questionnaire Design:Price change sensitivity
8. Please check the number that corresponds most with your opinion (on an interval scale from 0-7)
a) Would you buy this coat at this present price?
b) Would you buy this coat if Zara increased price by 20000W ?
c) Would you buy this coat if Zara decreased price by 20000W ?
d) Would you buy this coat if Zara increased price by 400000 W?
e) Would you buy this coat if Zara decreased price by 40000W?
f) Would you buy this coat if Zara increase price by 60000 W ?
g) Would you buy this coat if Zara decrease price by 60000 W ?
