CONCEPT SCREENING SAMPLE QUESTIONNAIRE
Methodology Outline: Method: Quantitative Online
Markets: Republic of Ireland GB, US, Germany, France NI
– 250 respondents per concept – 150 respondents per concept - 100 respondents per concept
Sequential Monadic testing Consumer to view up to a maximum of three concepts Concept exclusions may need to be applied: Respondents should not test concepts that are very similar to each other. Ideally, if ‘batch’ testing a number of concepts, concepts that cover similar themes should not be tested together. However, if a limited number of concepts are being tested around one idea, the concepts themselves should be distinct enough for the respondent to test).
DISCLAIMER: • This sample questionnaire provides a best practice guide for concept screening testing. It is not intended to address every single aspect and you are advised to obtain professional advice as required. • No responsibility for any errors or omissions or for any loss occasioned by any person or entity acting or refraining from acting as a result of the contents of this questionnaire can be accepted by Fáilte Ireland. As the information may be updated from time to time, please ensure you are using the latest version which is available on www.failteireland.ie/research • Unless otherwise indicated this Guidance is Fáilte Ireland proprietary property and all content and associated intellectual property contained herein are owned or controlled by the company or licensed to Fáilte Ireland.
Concept Testing - Sample Questionnaire
Screening
Multi coded
Do you, or does anyone in your household, work in any of these occupations? Select all that apply 1
Marketing or market research
2
Public relations
3
Advertising
4
Journalism or broadcasting
5
Travel or Tourism
6
None of the above *Exclusive
Only “None of the above” response is eligible to continue
Demographics GENDER:
Single coded
Are you...? Select one answer 1
Male
2
Female
3
I don’t identify as either
4
Prefer not to answer
AGE:
Numeric
How old are you? Type age in years
REGION:
Single coded
Where do you live? (For each country ask county /region /state etc.) Select one answer
Income / Social Class
Single coded
What is the occupation of the chief income earner in your household? This is the person with the largest income, whether from employment, pension, state benefits, investments or any other source? Select one answer
Concept Testing - Sample Questionnaire
Children in Household
Single coded
Are there children under the age of 18 years living in your household? Select one answer
1
m
Yes
2
m
No
If ‘yes’ children in household ask: Children age bracket
Multi coded
Which age bracket(s) apply to your child(ren) Multi-code
1. 2. 3. 4.
<5 years 5-9 years 10-13 years 14-17 years
Household Income (US only)
Single coded
What combined income did all your household earn last year? Select one answer
1
Under $9,999
2
$10,000 to $24,999
3
$25,000 to $49,999
4
$50,000 to $74,999
5
$75,000 to $99,999
6
$100,000 and above US sample must be $75,000+
Concept Testing - Sample Questionnaire
County of Birth (US, GB, FR, DE only)
Single coded
In which country were you born? Select one answer
1
USA
2
Canada
3
France
4
Germany
5
Great Britain (England, Scotland or Wales)
6
Northern Ireland
7
Republic of Ireland
8
None of these
Have you taken a holiday/vacation of two or more nights outside of (Insert country as required … for US = US, Mexico, Canada and Caribbean) in the past three years? Select one 1
Yes - continue
2
No Single coded
Do you intend to take a holiday/vacation of two or more nights outside of (Insert country as required … for US = US, Mexico, Canada and Caribbean) in the next 12 months? Select one 1
Yes - continue
2
No
Concept Testing - Sample Questionnaire
Potential Users
Multi coded
Which countries do you intend to visit on holiday in the next three years? Select all that apply Rotated
France
Germany
GB
Ireland
USA
Belgium
Austria
France
France
Canada
Germany
France
Germany
Germany
Costa Rica
Great Britain Greece
Great Britain
Greece
Greece
France
Ireland
Ireland
GB
Germany
Ireland
Italy
Italy
Italy
Great Britain
Italy
Netherlands
Portugal
Portugal
Ireland
Portugal
Poland
Spain
Spain
Italy
Spain
Spain
USA
USA
Mexico
USA
USA
Ireland
Spain
Other
Other
Other
Other
Concept Testing - Sample Questionnaire
Other
MAIN BODY CONCEPT QUESTIONNAIRE CONCEPT INTRODUCTION You will now be shown some information about (insert category (ie) an attraction / activity/ destination). Have a good look before we ask you some questions about it.
Purchase Intention
Use (% top 1) for Reporting
(see appendix for sample table)
Assuming this (insert category(ie) an attraction / activity/ destination) was available at a price that you consider satisfactory, how likely would you be to consider this holiday experience in the next 3 years? Select one answer 1
Definitely would consider
2
Probably would consider
3
Might or might not consider
4
Probably would not consider
5
Definitely would not consider
Uniqueness
Use (% top 2) for Reporting
(see appendix for sample table)
Which of these phrases best describe how new and different you think this (insert category(ie) an attraction / activity/ destination) is from other (insert category (ie) an attraction / activity/ destination) available anywhere? Select one answer 1
Extremely new and different
2
Very new and different
3
Somewhat new and different
4
Slightly new and different
5
Not at all new and different
Surprising
Use (% top 2) for Reporting
(see appendix for sample table)
How surprising do you think this (insert category (ie) an attraction / activity/ destination) is for this destination? Select one answer Normal 1
Not at all surprising
2
Not that surprising
3
Quite surprising
4
Very surprising
5
Extremely surprising
Concept Testing - Sample Questionnaire
Likability / Appeal
Use (% top 2) for Reporting
(see appendix for sample table)
Which statement best describes how much you think you would like or dislike this (insert category (ie) an attraction / activity/ destination)? Select one answer Normal 1
Like extremely
2
Like very well
3
Like quite well
4
Like somewhat
5
Like slightly
6
Do not like at all
Relevance
Use (% top 2) for Reporting
(see appendix for sample table)
How relevant do you feel that this (insert category (ie) an attraction / activity/ destination) is to your needs? Select one answer Normal 1
Not at all relevant
2
Slightly relevant
3
Somewhat relevant
4
Very relevant
5
Extremely relevant
Excitement
Use (% top 2) for Reporting
(see appendix for sample table)
How exciting do you find this (insert category(ie) an attraction / activity/ destination)? Select one answer Normal 1
Very exciting
2
Quite exciting
3
Not very exciting
4
Not at all exciting
Understanding / Clarity
Use (% top 3) for Reporting
(see appendix for sample table)
To what extent do you believe you know what to expect from this (insert category (ie) an attraction / activity/ destination)? The closer the number you choose to the statement, the more you agree with the opinion of the statement. Normal I don't know what to expect from this 1 2 3 4 5 6 7 8 9 I know exactly what to expect from this experience at all experience
Concept Testing - Sample Questionnaire
Believability / Credibility
Use (% top 1) for Reporting
(see appendix for sample table)
To what extent do you find what you’ve been shown about this (insert category (ie) an attraction / activity/ destination) believable? Select one answer Normal 1
Very believable
2
Somewhat believable
3
Not very believable
4
Not at all believable
LIKES: Spontaneous Likes
Open
What, if anything do you like about this (insert category (ie) an attraction / activity/ destination)?
DISLIKES: Spontaneous Dislikes
Open
What, if anything, do you dislike about this (insert category(ie) an attraction / activity/ destination)?
REPEAT MAIN BODY OF QUESTIONNAIRE FOR REMAINING CONCEPTS
(All countries) Multi coded In the last 18 months what type of group/s have you travelled with when you went on holiday/vacation? (MULTICODE) 1. 2. 3. 4. 5.
Travelled Alone Couple Family with children under 18 Adult family Other adult party
Thanks & Close
Concept Testing - Sample Questionnaire
APPENDIX SAMPLE REPORTING TABLE
Note: Table indicates percentages from response scale to use in reporting
Concept Testing - Sample Questionnaire