SAMPLE CONCEPT TEST QUESTIONNAIRE Good morning/afternoon/evening. We are _____________________________, _____________________________, _____________________________, and _____________________________, 3rd marketing students of the University of Santo Tomas. We are conducting a survey to determine the marketability of a proposed new product. We would like to thank you for giving us the opportunity to ask for a few minutes of your time to assist us in completing this survey. There are no RIGHT or WRONG answers. What is important for us is for you to give us your honest and objective opinions.
Rest assured that your responses will be treated with utmost confidence. Q1. Do you have a member of the family or a close Yes 1 [TERMINATE] relative who works for a writing instrument company? No 2 Q2. Do you have a member of the family or a close Yes 1 [TERMINATE] relative who works for an advertising agency? No 2 Q3. Do you have a member of the family or a close Yes 1 [TERMINATE] relative who works for a market research agency? No 2 Q4. Do you use pens? Yes 1 No 2 [TERMINATE] Here is our product concept: A slim, metallic, technologically advanced ballpoint writing instrument using fluid ink which can be used by students for their academic work, and professionals for their everyday writing requirements, which uses a specially-formulated ink which can be readily erased should errors be made in inscription. The pen itself will retail for approximately P29. 95 and refills will cost P7. 95” And this how the proposed product looks like: And this is the pen refill: Q5. What problem or need does this product address for you? ___________________________________________________
Q6. At the moment, what product(s) addresses this problem or need for you? ___________________________________________________ Q7. How relevant is the concept described above in solving your personal and business writing needs? NOT AT ALL RELEVANT HIGHLY RELEVANT | | | | | Q8. How believable is the claim that the proposed pen’s ink can be readily erased should errors be made in writing? NOT AT ALL BELIEVABLE COMPLETELY BELIEVABLE | | | | | Q9. Please check the box that most closely fits the product description that was just read to you A UNIQUE PEN
AN ORDINARY PEN | | | | | Q10. Please check the box that best describes how interested you are in the erasable pen just described to you EXTREMELY INTERESTED – IT IS A GOOD IDEA NOT AT ALL INTERESTED – IT IS A POOR IDEA | | | | | Q11. If the erasable pen were offered for sale at P29. 95, how would you describe its value for money? POOR VALUE FOR MONEY GOOD VALUE FOR MONEY | | | | | Q12. If the erasable pen’s refills were to sell for P7. 95, how would you describe its value for money? POOR VALUE FOR MONEY GOOD VALUE FOR MONEY | | | | | Q. 3 If this product were made available in the market would you: ? Definitely buy ? Probably buy ? Might or might not buy ? Probably not buy ? Definitely not buy Q14. If this product were available, how often do you think you would buy this product? ? Once every 2 weeks ? Once a month ? Once every 3 months ? Once every 6 months ? Once a year Q15. If this product were available, how often do you think you would buy refills? ? Once every 2 weeks ? Once a month ? Once every 3 months ? Once every 6 months ? Once a year INSERT CLASSIFICATION PORTION HERE. THANK YOU.