MKT 324 Research Project Guidelines The purpose of this project is to review and apply the key concepts covered during the course. You will use the marketing research process to solve a marketing prob

TO: Nick Thomas, ZEN Motors CEO

FROM: Brandy Gardner

DATE: February 7, 2021

SUBJECT: Research Process

A carefully constructed questionnaire is essential to the success of any survey, so when developing a questionnaire, you want respondents to tell you how they really feel, not how you want them to feel. So you want to make sure to ask questions that won’t require much or any thought. So while designing this questionnaire, we want to make sure to add in questions for the students about their lifestyle not just about the vehicles.

For the questionnaire I chose to start off by asking questions about the Students college life. What their major is, financing and their traveling to and from school. This will help us get an idea about how much they will use the vehicle. The next questions will be a about global warning. Asking their opinions on global warming will allow us to get a better idea if global warming, and using certain fuel is an important issue to them and if it will affect their vehicle buying habits. The last bit of questions will be about the student’s lifestyle. These questions will help us determining a little bit more about our target market.

When we have collected all of the data we should have gain insights into what type of vehicle college students are looking for and our more likely to buy.

Are you currently a resident of the United States and 18 years of age or older?

You are currently majoring in the field of:

Your status as a student is:

Your sources of financing for attending the University are:

 Personal loan  Scholarship  Government Sponsored /Free tuition

 Self-financed (from own salary or other)  Parents and/or relatives  Other

Where are you traveling from?

 home  work  other school  other ______________

How long does it take you to travel to school on a typical day (minutes one way)?

 0 to 15  16 to 30  31 to 45  46 to 90  90+

How many hours are you usually at school each day?

 Less than 2  2 to 5  6 to 8  8+

How many miles (one way, approximately) do you travel to school on a typical day?

 0 to 10  11 to 20  21 to 40  41 to 60  61+

Statement	Strongly agree	Agree	Neither agree nor disagree	Disagree	Strongly disagree
Global warming is a real threat
Are you worried about Global Warming
Do you feel it a necessity to reduce global warming
Do you feel that alternative fuel should be used to decrease Global warming?
You perf to buy a vehicle that utilizes solar energy.
You perf to buy a vehicle that utilizes electricity.
You perf to buy a standard size vehicle that utilizes synthetic fuel.
Your Preferred type of magazine is Lifestyle magazine
Your Preferred type of magazine is Business magazine
Your Preferred type of T.V Show is Comedy.
Your Preferred type of T.V Show is Drama.
Your Preferred type of music is Country.
Your Preferred type of music is pop.
You taken steps in reducing your impact on global warming.
The cost of gasoline effects to type of vehicle you want buy.
You drive to school every day.
You perf to have your own vehicle to drive around.
You perf standard vehicle to mini size vehicles.
You have already made up your mind on the type of vehicle you are going to buy.

References

Burns, A. C., & Bush, R. F. (2012). Basic Marketing Research: Using Microsoft Excel Data Analysis (3rd ed.). Upper Saddle River, NJ: Prentice Hall.

Market Research Surveys: The Quick Start Guide | SurveyMonkey. (2021). Retrieved 7 February 2021, from https://www.surveymonkey.com/mp/market-research-surveys/