Assignment 10 Part 1&2 - How important is the country of origin important in purchasing tea

Assignment #10

Part1: Conduct 3 interviews

(Need to interview 3 people with the same question, so I need 3 different answers)

1. How important is the country of origin important in purchasing tea? Why?

2. If you were presented with high quality premium oolong tea, what do you think makes it premium?

3. This tea can only be harvested in limited quantities at the highest mountain in Taiwan. The high altitude makes it naturally insect-free, unlike many other teas that claim to be organic. (Most governments permit the labeling of organic as long it is 80% organic.) Will $50 price tag be reasonable for such a product?

4. How important to you are the health benefits of tea? What benefits do you look for in a tea?

5. What are the most important factors when choosing a tea? Why?

6. What determines the price you pay for the premium oolong tea. What are the qualities you look for in tea that are about $50?

7. When drinking premium oolong tea, what taste do you look for?

8. What is your most concern about the quality and safety of tea? Such a peculiar smell? Excessive pesticide residues? Why?

9. When you go to a market to purchase oolong tea, what are your top 2-3 brand choices do you look for? (Depends on what market they go to)

10. After conducting this interview, are there any specific questions you have been curious about for oolong tea?

 

Part 2: Designing 10 Survey Questions

Once Qualitative Research is done and you develop some hypothesis, you will “prove” your hypothesis with numbers, i.e. quantity. The objective of this assignment is to learn how to develop effective survey questions.

The results from the qualitative research, i.e. interviews, gave you some insights as to what the target market is thinking. You have only talked to a few people, so you cannot project their answers to the universe, i.e. your entire target market audience. However, the insights you have gained have given you critical information as to HOW YOU THINK YOU WILL WANT TO CHANGE THE 4P of the products and WHAT POSITIONING OF THE BRAND WILL WORK BETTER for the new market. These new ideas reflect how and what you wish to change what was in Hong Kong to into what would probably be better in U.S. These new ideas are called “hypotheses”. You cannot act upon them yet, since these new ideas came from just a handful of opinions. You need to check if these hypotheses are true.

So, the next step is to validate your hypotheses in numbers. This is done through quantitative research where you will ask as many people of your target market to see if your hypotheses work.

Be mindful that you cannot change the product. For example, if Oolong Tea does not have Vitamin C in it, you cannot add that nutrient to the product. However, what you can do is to validate the components of what the product already has that was considered very positive during the interviews. For example, if the fact that the Oolong Tea is naturally organic because of the altitude in which it is grown was a huge positive factor during the interview, test that aspect in the survey to validate in numbers how many people agree to that aspect of the Tea. If a high number of people find that aspect to be very important to them, you can recommend to the client that “naturally organic” aspect should be strongly promoted.

When creating questions,

• Create questions that would test the hypotheses you found from interviews

• Phrase questions so they do not become leading questions

• Design the answers according how to what you want to measure

e.g. Scale of 1 – 5; Put in the order of importance; Select all that apply, etc.