Research Goal
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
=
questionnaire.
4. When we get the information from questionnaire. We can use SPSS to analyze it and finally get the answers.
Than we use Brainstorm to range of possible reasons for these 5 questions.
For the first question: a. better application.
b. lower cost of the phone.
c. better design of the phone.
d. better service.
3.2 Survey & Questionnaire Design
3.2.1 Form of Response
Our team designes the form of response into 3 categories; Open question, Preference indication, Multiple questions. Referring to the survey sheets, open questions include number 1, 13, 19, 20, 22. These questions don’t influence respondents’ opinion from pre-specified categories, so our team can get versatile and wide range of respons
Questionnaire
- Appendix
C. Sample Selection
We have conducted the survey on 100 existing customers. By visiting six of the FedEx Kinko’s centers located in highly populated areas around Seoul, respondents were conveniently selected. Therefore it can be assumed that they are representatives of the whole population to be studied.
D. Data collection
Location: FedEx Kinko’s centers
coffee market to try study the issue
Defining of Well-Being
A sense of happiness and joy, but
peace of mind and spirit
rather than material richness
that are important points to lifestyle
Feature of Well-Being trend
Emotional spending habit
Only healthy keyword and
technical & functional No
→ Utility with the emotional effectiveness
ex. Brand, design, image etc