Design a questionnaire to measure consumer preference

Visit the Web site of one of the online marketing research firms (e.g., Toluna at Locate a survey being currently administered at this site. Critically analyze the questionnaire using the principles discussed in this chapter.

Using  an electronic questionnaire design package, such as Qualtrics (included with this book), design a questionnaire to measure consumer preferences for sneakers. Then, develop the same questionnaire manually. Compare your experiences in designing this questionnaire electronically and manually.

Lenovo would like to conduct an Internet survey to determine the image of Lenovo PCs and the image of its major competitors (e.g., Sony, Dell, and HP). Develop such a questionnaire. Relevant information can be obtained by visiting the Web sites of the following companies:,,, and


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