Market research mkt 525 questionnaire
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Market research mkt 525 questionnaire Market research mkt 525 questionnaire Document Transcript

  • Food trucks – industrywith growing marketpotential?by taking the example of The Slide Ride ChicagoMarket Research Questionnaire Assignment MKT 525Sabrina Fruehauf2/28/2012
  • MKT 525 - Questionnaire Winter 2012 Sabrina FruehaufMarket Research MKT 525 – Questionnaire Research question: Food trucks –industry with growing market potential? By taking the example of The Slide Ride Gourmet Food Truck, the following questionnaire is designed to analyze the awareness rate about latest food truck developments in Chicago. “ChicagoFoodTrucks.com’s goal is to create one place all about food trucks, where people can find new trucks, get up-to-the-minute updates on their locations, food truck only events; as well as keep Chicago updated about the ordinance.” (http://chicagofoodtrucks.com/Chicago_Food_Trucks/The_Movement.html)Background: Food Trucks are one of the few growing industries in today’s economy. Foodtrucks require less investment costs than a restaurant business and are a handy way to bring unique culinary ideas to the people. If we look back a couple of years ago –the idea of food truckswas still utopia. Even though many adventurous innovators, most of them restaurant owners striving for new untapped markets, were playing with the thought of providing new opportunities with food on the go in form of mobile food trucks, it was mainly legislations and city council regulations that held them back.However, due to the rise in the number of food trucks in cities like New York and Los Angeles,this has changed. Food trucks have become a very successful culinary trend especially in a citylike Chicago where people love to go out and enjoy being exposed to this abundance of diversefood.By taking the example of gourmet truck “the Slide Ride”, the following questionnaire is meant toget a sense of how the people of Chicago feel about food trucks, to what extent they are aware ofin particular the Slide Ride’s existence and offerings and of course, to find out about peoples’opinions as to what they are missing and what they’d suggest could be improved.The Slide Ride started out of a simple passion to create delicious mini sandwiches on thego.Nida Rodriguez, who originally came from the corporate finance world, had the courage tomake the step into the food truck business and practice one of her favorite pastimes: cooking.“I love watching people enjoy my food”, Nida tells the press.Among their most popular items you can find the Rock’nRibeye slider, the eclectic Mini Pork Bahn Mi or theirvegetarian Southwestern Black Bean slider.Urbandaddy.com describes them “gospel of slightly smaller- 2
  • MKT 525 - Questionnaire Winter 2012 Sabrina Fruehaufthan-average sandwiches, one mouthwatering rib eye slider at a time.”1To make the retro themereally come to life, there will be mini glass coke bottles and personal-sized red velvet whoopeepies. The Slide Ride’s truck is very eye-popping: One is very unlikely to miss the bright pink truck with an elegant lady silhouette on the side. The idea for the design can be traced back to again, as Nida points out, the very male-dominated corporate finance while trying to set an example for lady power. Just like LA, New York, Seattle and other famous food truck cities the Slide Ride aims to revolutionize the mobile dining scene in Chicagowith a variety of affordable,freshand tasty food items. To increase traffic and to draw more people to the trucks, The SlideRide can be followed on twitter, facebook and foursquare, all three essential social media tools intoday’s digital revolution era.21 Seehttp://www.urbandaddy.com/chi/food/13642/The_Slide_Ride_Presenting_the_All_Slider_Food_Truck_Chicago_CHI_Lincoln_Park_Restaurant/search2 See www.theslideride.com 3
  • MKT 525 - Questionnaire Winter 2012 Sabrina FruehaufQuestionnaireScreening:Hello. My name is Sabrina Fruehauf and I am doing an independent study on the awareness rateabout The Slide Ride food trucks in Chicago. First of all, we would like to get more informationabout your personal attitude towards food trucks and the experiences you’ve had with them.1. Have you ever had food from a food truck before? (dichotomous)__ Yes__ No2. Have you ever had food from The Slide Ride? (dichotomous)__Yes__No3. If answered “Yes” in 2, how frequently do you purchase food from The Slide Ride?__ often (>5 times per week )__ occasionally (2-4 times per week)__ Seldom (<2 times per week)If respondent answers “yes” and “yes” in the first two questions, we’ll proceed:We are very interested in finding out how frequently you buy food from food trucks and whatother types of trucks you buy from apart from The Slide Ride. The survey will only take a fewminutes and it would be great if you could give us your insights into your experiences with TheSlide Ride. Wed like to emphasize that the findings are purely for research and you will notreceive any follow-ups fromthis research. We appreciate your patience and thank you for yourparticipation. 4
  • MKT 525 - Questionnaire Winter 2012 Sabrina FruehaufAwareness:1. When you hear the term “food trucks”, what comes to your mind? (Open ended)______________________________2.What types of food trucks if any have you seen in your neighborhood lately? (Open ended)______________________________3.What types of food trucks if any have you seen in downtown Chicago lately? (Open ended)_____________________________4. Which of the following food trucks do you recognize? Please check: (Multichotomous) - Authentic Argentine Gourmet Empanadas - New York Deli on Wheels - Cupcakes for Courage - Falafelwich Wagon - Flirty Cupcakes on wheels - The Slide Ride - Haute Sausages - Mama Green’s Gourmet Goodies - Meatyballs Mobile - Samich Box - The Southern Mac&Cheese Truck - Starfruit - Steakw’ch - Tamalli Space Charros - Taquero Fusion - The lunch machine - Wagyu Wagon - The slide ride - Eleaven food company - Gaztro-wagon - None of the above 5
  • MKT 525 - Questionnaire Winter 2012 Sabrina FruehaufKnowledge: 1. What type of food does The Slide Ride serve? Please check the appropriate: (multichotomous) __ Chinese __ Italian __ Mexican __ Indian __ American style Sandwiches __ Other: please state: _____________________________ 2. Who owns The Slide Ride? (open-ended) ____________________ __ I don’t know. 3. Where in Chicago do you see The Slide Ride? (multichotomous) __ South Loop __ West Loop __ Downtown (Loop Area) __ River North __ Southside __ Lakeview __ Lincoln Park __ Wicker Park __ Bucktown __ Other, please specify: ___________________ 4. How much do you pay for a dish at The Slide Ride? Please circle. (multichotomous) <=$4 $ 4-~7 $ 7-~10 $ 10-~13 $13-~16 >$16 __ I don’t know 5. For how long do you have to wait to get your food? (multichotomous) __ 0-3 mins __ 3<x<5 mins __ 5<x<8 mins __ 8<x<11 mins __ > 11 mins 6
  • MKT 525 - Questionnaire Winter 2012 Sabrina Fruehauf 6. How would you describe a truck named “The Slide Ride”? (semantic differential) Trendy____________________unfashionable Youthful__________________old Cold______________________Warm Quality____________________Trash Global_____________________Local Foreign____________________Native Dreary_____________________BrightPreference: 1. Which is your favorite food truck company? (open-ended) _________________ 2. Rank the following food trucks according to preference 1=most favorite, 4=least favorite: (scales)__ Flirty Cupcakes on wheels __ The Slide Ride __ Haute Sausages __ Tamalli Space Charros 3. Here are the names of fivetypes of food. Please circle the number which best describes how much you’d enjoy buying them from a food truck: (scales) VERY VERY MUCH LITTLE Indian 1 2 3 4 5 Mexican 1 2 3 4 5 Burgers 1 2 3 4 5 Sushi 1 2 3 4 5 Italian (Pasta & Pizza) 1 2 3 4 5 7
  • MKT 525 - Questionnaire Winter 2012 Sabrina Fruehauf 4. You have tried The Slide Ride’sfood before. Please circle the appropriate: (Likert Scale) The Slide Ride’s food is tasty. Def Gen Mod Mod Gen Def Dis Dis Dis Agree Agree Agree 1 2 3 4 5 6 The quality of The Slide Ride’s food is excellent. Def Gen Mod Mod Gen Def Dis Dis Dis Agree Agree Agree 1 2 3 4 5 6 The Slide Ride’s employees are patient when taking my order. Def Gen Mod Mod Gen Def Dis Dis Dis Agree Agree Agree 1 2 3 4 5 6 The Slide Ride’s menu board was easy to read. Def Gen Mod Mod Gen Def Dis Dis Dis Agree Agree Agree 1 2 3 4 5 6 The Slide Ride’s employees are friendly. Def Gen Mod Mod Gen Def Dis Dis Dis Agree Agree Agree 1 2 3 4 5 6 The Slide Ride offers a broad range of beverages. Def Gen Mod Mod Gen Def Dis Dis Dis Agree Agree Agree 1 2 3 4 5 6 8
  • MKT 525 - Questionnaire Winter 2012 Sabrina Fruehauf 5. Divide 100 points across the following locations in terms of where you prefer food trucks to be found at: (constant sum scale) Near university campus/ workplace __ Near local gym __ Near recreation parks __ On main shopping streets __ 7. How much money are you willing to spend at a food truck? Please circle. (multichotomous) <=$4 $ 4-~7 $ 7-~10 $ 10-~13 $13-~16 >$16Intentions: 1. The next time you go for lunch, where will you go? (multichotomous) You can check multiple. __ workplace/ university cafeteria __ drive-through __ bakery __ buffet __Casual Diner __ Posh Diner __ Gastropub __sandwich bar __ snack bar __ bistro __ Steakhouse __ fast food place (Subway, McD, Burger King…) __ food truck 2. It’s a lovely sunny day in June. It’s lunchtime. If you had the choice between going to a sit-down restaurant or the Slide Ride food truck, where would you go? (dichotomous) __ restaurant __ Slide Ridefood truck __ not sure 3. It’s a snowy day in January. It’s lunchtime. If you had the choice between going to a sit- down restaurant or the Slide Ride food truck, where would you go? (dichotomous) __ restaurant __ Slide Ride food truck __ not sure 9
  • MKT 525 - Questionnaire Winter 2012 Sabrina FruehaufBehavior: (20) (mostly dichotomous) 1. Do you eat at food trucks? __Yes / __ No 2. What do you eat for lunch? _________________ (open-ended) 3. Do you go out for lunch? __Yes / __ No 4. How many times per week do you go out for lunch? __ 0-2 times __ 3-5 times __ 6-7 times (=everyday) 5. Do you go out for dinner? __Yes / __ No 6. How many times per week do you go out for dinner? __ 0-2 times __ 3-5 times __ 6-7 times (=everyday) 7. How much money do you spend when you go out for lunch? Please circle. <=$4 $ 4-~7 $ 7-~10 $ 10-~13 $13-~16 >$16 8. How much money do you spend when you go out for dinner? Please circle. <=$4 $ 4-~7 $ 7-~10 $ 10-~13 $13-~16 $16-~20 $20-~25 >$ 25 9. How many times per week do you cook at home? (multichotomous) __ 0-2 times __ 3-5 times __ 6-7 times (once a day) __ everyday&more than once a day 10. Do you cook for the family or members of your household? __Yes / __ No __ just for myself 11. If answered “yes” in 10, how many times per week do you cook for others? (multichotomous) __ 0-2 times __ 3-5 times __ 6-7 times (once a day) __ everyday&more than once a day 12. How many times per week do you prepare lunch at home and take it with you? (multichotomous) __ 0-2 times __ 3-5 times __ 6-7 times (everyday) 13. How healthy would you describe your diet? Please mark on the following graphic scale. __________________________________________________________ Very healthy not healthy at allMotives: 1. Why do you think people in general buy food on the go? Please rank from reason with highest percentage (1) to lowest (4). (ranking) __ convenience (related to location) __ convenience (related to time) __ adventure (choose something out of the ordinary) __ support for local start-ups (as opposed to restaurant chains) 10
  • MKT 525 - Questionnaire Winter 2012 Sabrina Fruehauf 2. Why would you buy food on the go? Please rank from reason with highest percentage (1) to lowest (4). (ranking) __ convenience (related to location) __ convenience (related to time) __ adventure (choose something out of the ordinary) __ support for local start-ups (as opposed to restaurant chains) 3. Why would you say no to food from a food truck? (check what’s appropriate) (multiple choice) __ The trucks are never where I want them to be. __ The food is too pricy. __ The food is not fresh. __ I don’t like the taste of the food. __ I’d rather sit down to eat. __ I don’t like the atmosphere. __ I would never say no to food from a food truck. 4. Why would you say no to food from The Slide Ride? (check what’s appropriate) (multiple choice) __ The trucks are never where I want them to be. __ The food is too pricy. __ The food is not fresh. __ The food choice doesn’t appeal to me. __ I don’t like the taste of the food. __ I’d rather sit down to eat. __ I don’t like the atmosphere. __ I would never say no to food from The Slide Ride.Psychographics: 1. What is your attitude towards food trucks? (itemized scale) I like food trucks very much___ I neither like nor dislike food trucks ___ I don’t like food trucks at all___ 2. I like going out for drinks at night. Def Gen Mod Mod Gen Def Dis Dis Dis Agree Agree Agree 1 2 3 4 5 6 11
  • MKT 525 - Questionnaire Winter 2012 Sabrina Fruehauf 3. I like to grab some food after a night out. Def Gen Mod Mod Gen Def Dis Dis Dis Agree Agree Agree 1 2 3 4 5 6 4. If food trucks were located next to my bar, I would go and order food from there. Def Gen Mod Mod Gen Def Dis Dis Dis Agree Agree Agree 1 2 3 4 5 6 5. It depends solely on the price of the food whether I would buy food from there after the bars. Def Gen Mod Mod Gen Def Dis Dis Dis Agree Agree Agree 1 2 3 4 5 6 6. I like experimenting and trying exotic food. Def Gen Mod Mod Gen Def Dis Dis Dis Agree Agree Agree 1 2 3 4 5 6 7. I usually eat balanced, nutritious meals. Def Gen Mod Mod Gen Def Dis Dis Dis Agree Agree Agree 1 2 3 4 5 6 8. I am careful about what I eat. Def Gen Mod Mod Gen Def Dis Dis Dis Agree Agree Agree 1 2 3 4 5 6 9. I often try new brands before my friends do. Def Gen Mod Mod Gen Def Dis Dis Dis Agree Agree Agree 1 2 3 4 5 6 10. Food trucks are a great way for me to support local start-ups. Def Gen Mod Mod Gen Def Dis Dis Dis Agree Agree Agree 1 2 3 4 5 6 12
  • MKT 525 - Questionnaire Winter 2012 Sabrina FruehaufDemographics:Please tell us about yourself: 1. How old are you?__ Under 15 years__ 16-21__ 22-27__ 28-33__ 34-45__ 46-60__ Over 60 2. What is your gender? __ Female __ Male 3. What is your employment status: __ I am a college student (undergrad) __ I am a college student (grad) __ I am a high-school student __ I am a full-time employee. __ I am a part-time employee. __ I am self-employed. __ none of the above 4. What is your marital status? __ married __ single __ in a relationship __ divorced __ other, please specify: _________________ 5. How many people are there in your household? __ only you __ 1-2 others 13
  • MKT 525 - Questionnaire Winter 2012 Sabrina Fruehauf __ 3-5 __ > 5 6. What is the highest level of education you have completed? __ high school __ college __ bachelor degree __ master degree __ MBA __ PHD __ Other, please specify: _________________ 7. Do you own a car? __ Yes __ No 8. What is your household’s total income for the year? __ < $20,000 __ between $20,000 and $40,000 __ between $40,000 and $60,000 __ > $60,000 __ I choose not to say. 9. Any other comments? Please share them with us. _____________________________ _____________________________ _____________________________Thank you for your participation. We appreciate your time. 14