case 10 Caldera Industries1 Chris Totten has just begun a summer internship at Caldera Industries, a national supplier of electronics components. Caldera’s clients include OEM (original equipment manufacturers) firms that market televisions, home stereo and audio, and computer products to the general public. Returning from lunch, Chris finds a memo and questionnaire in her mailbox (see Exhibits 1 and 2). QuestionsEvaluate the questionnaire in relation to the issues raised by Manuel Ortega.How would you recommend the instrument be pretested? Exhibit 1 Caldera Industries Serving our Customers’ Electronics Needs for over 22 Years Internal Memorandum TO: Chris Totten Marketing Analyst Intern cc: Caren Menlo Marketing Manager From: Manuel Ortega Vice President for Sales and Marketing Date: May 23, 2003 Regarding: Evaluation of Market Research Questionnaire In three weeks, I will be meeting with executives from a number of our client companies. One of the items on the agenda is the research project our company has agreed to undertake on their behalf. At that meeting, the final version of our questionnaire will be distributed and approved. On the attached pages is an initial draft of the Consumer Electronics Questionnaire we plan on using for the study. As the newly hired marketing intern, and because of your marketing research coursework experience, I suggested to our marketing manager, Caren Menlo, that reviewing the questionnaire would make an ideal first assignment for you. She agreed. Please examine the attached questionnaire and provide me with a written memo of your analysis, comments, and suggestions for improvement (if you believe any are warranted) within two (2) weeks. More specifically, I am interested in your comments on the following issues: The type and amount of information being soughtAppropriateness of the type of questionnaire designed and its method of administrationThe content of questions in the draft documentResponse formats used for the various questionsQuestion wordingQuestion sequencingPhysical characteristics and layout of the instrument Iamalsointerestedinanycomments orsuggestions youhaveonpretestingthe questionnaire. Ilookforwardtoreadingyourmemo. 1This case was prepared by Michael R. Luthy, Ph.D., Professor of Marketing, W. Fielding Rubel School of Business, Bellarmine University, 2001 Newburg Road, Louisville, KY 40205. Reprinted with permission. © Cengage Learning Exhibit 2 Consumer Electronics Research Questionnaire Directions: This questionnaire has been developed for a consortium of computer and home entertainment companies (who wish to remain anonymous). Complete all questions and mail this questionnaire to us today. Quality Research Associates 5716 N. Woodlawn Court Champaign, IL 61820Name: Sex: How old are you: Mr. Mrs.Intelligence: Only completed college degree (Bachelor’s) Completed some graduate work Completed graduate degree Completed ...

1. case 10
Caldera Industries1
Chris Totten has just begun a summer internship at Caldera
Industries, a national supplier of electronics components.
Caldera’s clients include OEM (original equipment
manufacturers) firms that market televisions, home stereo and
audio, and computer products to the general public. Returning
from lunch, Chris finds a memo and questionnaire in her
mailbox (see Exhibits 1 and 2).
QuestionsEvaluate the questionnaire in relation to the issues
raised by Manuel Ortega.How would you recommend the
instrument be pretested?
Exhibit 1
Caldera Industries
Serving our Customers’ Electronics Needs for over 22 Years
Internal Memorandum
TO: Chris Totten
Marketing Analyst Intern

2. cc: Caren Menlo Marketing Manager
From: Manuel Ortega
Vice President for Sales and Marketing
Date: May 23, 2003
Regarding: Evaluation of Market Research Questionnaire
In three weeks, I will be meeting with executives from a number
of our client companies. One of the items on the agenda is the
research project our company has agreed to undertake on their
behalf. At that meeting, the final version of our questionnaire
will be distributed and approved.
On the attached pages is an initial draft of the Consumer
Electronics Questionnaire we plan on using for the study. As the
newly hired marketing intern, and because of your marketing
research coursework experience, I suggested to our marketing
manager, Caren Menlo, that reviewing the questionnaire would
make an ideal first assignment for you. She agreed.
Please examine the attached questionnaire and provide me with
a written memo of your analysis, comments, and suggestions for
improvement (if you believe any are warranted) within two (2)
weeks. More specifically, I am interested in your comments on
the following issues:
The type and amount of information being
soughtAppropriateness of the type of questionnaire designed
and its method of administrationThe content of questions in the
draft documentResponse formats used for the various
questionsQuestion wordingQuestion sequencingPhysical
characteristics and layout of the instrument
Iamalsointerestedinanycomments orsuggestions
youhaveonpretestingthe questionnaire.
Ilookforwardtoreadingyourmemo.

3. 1This case was prepared by Michael R. Luthy, Ph.D., Professor
of Marketing, W. Fielding Rubel School of Business,
Bellarmine University, 2001 Newburg Road, Louisville, KY
40205. Reprinted with permission. © Cengage Learning
Exhibit 2 Consumer Electronics Research Questionnaire
Directions: This questionnaire has been developed for a
consortium of computer and home entertainment companies
(who wish to remain anonymous). Complete all questions and
mail this questionnaire to us today.
Quality Research Associates 5716 N. Woodlawn Court
Champaign, IL 61820Name: Sex: How old are you:
Mr. Mrs.Intelligence: Only completed
college degree (Bachelor’s)
Completed some graduate work
Completed graduate degree
Completed graduate degree beyond mastersEthnic Status:
White Asian
Black Indian
Asian Other What? Political Party Support:
Democrat
Republican
Independent
OtherYour Occupation: Spouse’s Name and Age:
Number of Children: (if children, go to question
61)Your Company: Your Work Fax Number: ( ) -
How Long Have You Been Married:Never married
Less than a year
Between 1 and 5 years
Over 5 but less than 10 years
Over 15 years but less than 20 years

4. More than 20 yearsYour Annual Income: $ Social
Security Number: - - The sponsors of this research are
constantly introducing new products that they believe you (and
your loved one, if any) will be interested in. In order to better
make you aware of these offerings, please provide your
telephone number below.
( ) - Do you own a computer at home or at work?
Yes NoDuring an average week, how much time do you
spend on it?
Hours MinutesDoing what mostly?
For each of the products listed below, please indicate the extent
of your satisfaction with it, ceteris paribus, by either circling or
placing an “X” on the line to the right of each statement.
Apple Computers and Peripherals.Gateway Computers and
Peripherals.Dell Computers and Peripherals.IBM Computers and
Peripherals.Samsung Computers and Peripherals.Hewlett-
Packard Computers and Peripherals.MacIntosh Computers and
Peripherals.Hitachi, Ltd. Computers and Peripherals.Unisys
Computers and Peripherals.Tandy Computers and Peripherals.
MildSatisfaction ExtremelySatisfied
(Continued)
case 10 539
Exhibit 2
Consumer Electronics Research Questionnaire (Continued)

5. 29. Without being too loquacious, what emerging trends or
technologies do you see as important to you that computer
manufacturers
(both hardware and software) should consider in developing
new products?
30. How many different computer chatrooms have you visited in
the last month?
1–2
2–3
3–4
more than four
Below is a listing of ways in which people interact with
consumer electronics on a quasi regular basis. What percentage
of your time do
you typically spend with each?
OnAverage,
Check Below Number of
If You Do Do “Others”Present
Not Use Use DuringYourUsage
31. % Work related computer activities
32. % Entertainment related computer activities
33. % Watching Network Television
34. % Watching Cable Television
35. % Watching Premium Cable Services
36. % Watching Rented Movies on VCR
37. % Watching Rented Movies on DVD
38. % Listening to Music on Radio or on CD’s
39. % Other (specify)
Referencing the music you listen to, vis à vis your response to
question 38 above (see question 38 if needed), which are your

6. favorite
musical periods or types? Please indicate your first 10 choices
in numerical order.
40. Earlier than Renaissance
41. Renaissance
42. Baroque
43. Classical
44. Romantic
45. Impressionistic
46. Neo-Classical
47. Contemporary
48. Contemporary Christian
49. Rock
50. Hard Rock
51. Grunge Rock
52. Jazz
53. Easy Listening
54. Jazz/Rock Fusion
55. Bluegrass
56. Contemporary
57. Folk Music
58. Country
59. Western
60. Other
540 case 10
Exhibit 2 Consumer Electronics Research Questionnaire
(Continued)
Chart your child’s usage of the following computer-related
activities in 2002: (A never, B once to twice a per month, C

7. once to twice a week, D every week, E twice or more per week,
F daily, G multiple times a day). If you have more than one
child, use the computer usage of the oldest.
Word Processing
EXCEL
Database Programs
E-Mail
Internet “Surfing”
Internet Chatrooms
Games
Jan 1–Jan 15
Jan 16–Jan 31
Feb 1–Feb 15
Feb 16–Feb 28

8. Mar 1–Mar 15
Mar 16–Mar 31
Apr 1–Apr 15
Apr 16–Apr 30

9. May 1–May 15
May 16–May 31
Jun 1–Jun 15
Jun 16–Jun 30
Jul 1–Jul 15

10. Jul 16–Jul 31
Aug 1–Aug 15
Aug 16–Aug 31
Sep 1–Sep 15

11. Sep 16–Sep 30
Oct 1–Oct 15
Oct 16–Oct 31
Nov 1–Nov 15
Nov 16–Nov 30

12. After completing, return to question 23
What is the mostyou would be willing to spend to purchase the
following consumer electronic products if you were going to
purchase them within the next year? and why?
$ DVD player$ External Zip drive$ Big
Screen Television$ Portable Stereo or Television$
Digital Camera
Why?
To what degree do you believe that access to the Internet A
E is important to your family’s entertainment needs?What
emerging trends or technologies do you see as important to you
that computer manufacturers (both hardware and software )
should consider in developing new products?
On a separate sheet of paper, please provide the names and
addresses of at least three (3) friends or relatives that have r
ecently (within the last two years) purchased an advanced
consumer electronics product so that we may contact them.
Mail your completed questionnaire in a standard business size
envelope to:
Quality Research Associates 4518 North Trails End Cleveland,
OH 34454
(a first-class stamp will be needed)