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I finished it too, only because I appreciate someone doing a subject I care about, however I must say the survey layout was terrible!

"sbillings":26kvpi06 wrote: I stuck it out, but was tempted to quit a couple of times.

I particularly liked the way Q15 says, "It is of better quality/more prestigious than domestic beer".

It [b:26kvpi06]is[/b:26kvpi06]domestic beer.[/quote:26kvpi06]

Reminds me of the time I was in San Diego and I had a coupon for a 'Free Domestic Beer' at the hotel I was staying at. I ordered a Sam Adams and was told I couldn't use the coupon because Sam Adams was not domestic...

Hi Guys,
I'm the creator of the survey regarding craft beer.I am sorry most found the survey nonsensical.The reason for the layout is due to the method of analysis i am using.It's called hard laddering method used in the means end theory.

I have conducted interviews with microbreweries and consumers of craft beer to obtain attributes,consequences and values associated with craft beer which are then the List of Choices in the questionnaire.

Attributes are relatively concrete meanings that show physical or perceptible characteristics in a product.
Consequences are what the consumer feels after consuming the product; this might be a positive or a negative feeling and values are generally defined as beliefs and relatively stable cognitions that have a strong emotional impact.

The survey was designed to ask questions to reflect the consumers inside feelings, that is why it may seem repetitive as i use the ladder method to ask seemingly the same question three times.I build the strategy based around the relationships between the choices in the survey.

The Mean-End Chain is used to understand consumers’ cognitive structures for the development of a marketing strategy.

Thanks,

James <!-- s:) --><img src="{SMILIES_PATH}/icon_smile.gif" alt="" title="Smile" /><!-- s:) -->

Good luck with the survey James- any chance you can share the results with us here when you are finished?

No problem Andrew.Research will be concluded by mid September.