MKT202 Marketing Research Essentials: Survey Questionnaire Development

This document presents a survey questionnaire designed to investigate the impact of brand personality on consumer buying decisions. The assignment, prepared for a Marketing Research Essentials course (MKT202), includes an introduction outlining the research topic and objectives, which focus on understanding how brand personality influences purchasing behavior. The questionnaire design approach details the chosen online survey method, its rationale, the estimated time duration for completion, and the target respondent group (consumers in the Australian market). It specifies the use of closed-ended questions and Likert scales to facilitate data collection and analysis. The document also provides interviewer instructions and references, followed by the actual survey questionnaire, which consists of ten questions covering demographics, brand personality importance, and the influence of brand personality on purchasing decisions. The assignment is a practical application of survey design principles within a marketing context.

Marketing
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Contents
Introduction......................................................................................................................................2
Research objectives.....................................................................................................................2
Survey questionnaire design approach............................................................................................3
Survey type and rationale............................................................................................................3
Time duration...............................................................................................................................3
Type/nature of the respondents....................................................................................................3
Response formats.........................................................................................................................4
Scales...........................................................................................................................................4
Indication of the questionnaire flow and interviewer instructions..............................................4
References........................................................................................................................................5
Appendix..........................................................................................................................................6
Survey..........................................................................................................................................6

Introduction
The research topic on which the questionnaire has been prepared is Impact of Brand Personality
on Buying Decision that is proposed in assessment 1 of this task.
Research objectives
The objective of the research is to study the impact of the brands on the purchasing behaviour of
the customers in regards to the product of company. Further, the objective includes the analysis
of the branding strategies to seek customers in buying the products. In addition, the research
objective is to perform the comparative analysing of the strategies of the companies in different
types of product.

Survey questionnaire design approach
This section includes the approach that is followed by the research for designing the survey
questionnaire.
Survey type and rationale
In research, two major types of survey can be used by the researcher to conduct the research that
is cross-sectional and longitudinal survey. In these types of survey, there are different methods
but for this research, the researcher will select the online survey method to collect the accurate
and reliable data (Bell, Bryman and Harley, 2018). The online survey method has been selected
by the researcher to eliminate the biasness in the market and to attain the best and accurate data
for the research.
Time duration
For conducting the research, the researcher will decide the time duration for the survey that will
be approximately 10 minutes. This time duration helps the researcher to get the respondents
response in order to meet the objectives.
Type/nature of the respondents
Respondents of the survey are those people who have been invited to take the participation in the
study that is conducted by the researcher (Sekaran and Bougie, 2016). The respondents of this
survey will be normal consumers who engage in purchasing of the product in the Australian
market.

Response formats
The format for the survey questionnaire that has been design includes close-ended questions. The
reason due to which both the methods has been used by the researcher because with the close
ended question data can be collected and analysed easily without any errors (Taylor, Bogdan and
DeVault, 2015).
Scales
In the research, the researcher has used the Likert scaling method that measures either positive as
well as negative response to a statement.
Indication of the questionnaire flow and interviewer instructions
The questionnaire survey is easy to respond by the respondents and the interviewer has been
given the instruction while conducting the survey as this will form the flow between the
interviewer and interviewee (Thomas, Nelson and Silverman, 2018).

References
Bell, E., Bryman, A. and Harley, B. (2018) Business research methods. Oxford university press.
Sekaran, U. and Bougie, R. (2016) Research methods for business: A skill building approach.
John Wiley & Sons.
Taylor, S.J., Bogdan, R. and DeVault, M. (2015) Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Thomas, J.R., Nelson, J.K. and Silverman, S.J. (2018) Research methods in physical activity.
Human kinetics.

Appendix
Survey
Q1. Please specify your gender
 Male
 Female
Q2. Please mention your age group
 10-20 years
 20-35 years
 35-50 years
 Above 50 years
Q3. Please specify your occupation
 Student
 Professional
 Businessperson
 Others
Q4. Do you think developing a brand personality is important for company?
 Yes
 No
Q5. How developing the brand personality is important for company?
 It develops goals of company

 Helps in understanding the needs of customers
 Forming the long term relationship with customers
Q6. Do you think that brand personality influence the consumer purchasing behaviour
towards a product?
 Yes
 No
Q7. Do you that brand with unique personality influence the customer purchasing
decision?
 Yes
 No
Q8. How a brand can create perceptions of brand personality?
 Direct contact of customer with brand
 Indirect contact of customer with brand
Q9. Do you think that personality of a brand influence you while making a purchase of
product?
 Yes
 No
Q10. Do you think that brand not a product or service is important for purchasing the
types of product?
 Yes

 No