In order to answer the question accurately, the team needed to develop a survey that could adapt as a consumer’s needs change over time. The Harvard Case Study Solution was designed to reflect this changing nature of consumer behavior. For example, some respondents might say they have not had a Kellogg’s product in the past, but on closer inspection, they may be reporting having purchased this product at a different time or location.
This research team did not want to merely report statistics about the public’s opinions about a product. They wanted to understand how certain behaviors influenced people’s buying decisions. If the researchers could understand the why behind these behaviors, they would be better able to predict what these behaviors would do in the future.
When it comes to survey answers, the more questions a person asks, the less likely they are to participate. This is not the case with the Harvard Case Study Solution for the US Census Survey. This survey utilizes a rather unique technique that enables the respondent to answer each question, yet still remain anonymous. This is a technique called Anonymous Repetition and is employed by a number of popular survey tools.
The methodology of the survey is actually quite simple. It is comprised of two separate sections. The first section consists of multiple-choice questions, while the second section is made up of questions that require respondents to select more than one option (similar to a step-by-step process) or to give their name and email address.
The anonymous repetition technique used in this survey tool is unique in that it eliminates the possibility of identifying the respondent. There is no individual identifying information required to access the survey. Therefore, the survey does not require a name and address. Anybody with an internet connection can complete this survey without revealing any personal information.
By exploring the reasons behind the why behind the behavior, the Survey Solution became useful in many other ways. In order to figure out what consumers were thinking and feeling, the Kellogg’s Advertising Research Team built a series of questions around several aspects of the demographic.
The demographics of this demographic group were fairly diverse. Most of the respondents were over the age of twenty-five and a small portion were under the age of twenty-five. As such, the questions focused on several aspects of the general population.
The questions in the surveys were designed to identify not only how consumers categorized themselves but also to find out if there were any types of behaviors that are associated with the demographic group. This research team wanted to know what different behaviors characterized members of this demographic group. Each question in the survey was designed to address at least one specific behavior and to show how behavior was associated with the demographic group.
A question in the survey asked respondents whether their parents had recently gone through a divorce and if they would ever consider this as a source of romantic partner. Another question focused on the topic of marriage and the extent to which respondents felt, “More than one person is important in a marriage”.
It was the last question in the survey tool that was the most interesting to me. With this one, the researchers explored the psychological factors that were associated with the respondents by asking them to rate a variety of factors that were important to them when making a romantic relationship commitment.
If you want to learn more about the Behavioral Ideas and Question Frames, then check out the website for free training. You will learn what questions to ask and the techniques that survey takers use to generate a survey.