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Executive Summary
This report will document the process by which a team of Bowling Green State
Universitys (BGSU) Executive Master of Organization Development (EMOD) program
students reviewed and improved a questionnaire for Canberra Corporation. Canberra
Corporations original Just Add Water System (JAWS) Cleaning Products questionnaire
was designed to gather information related to product design. The initial questionnaire
was intended to find out which logo and what callout language should be used for the
new retail bottle.
Many aspects of the JAWS Cleaning Products questionnaire were modified in an
attempt to improve overall effectiveness of the survey and the data it produced. The
survey was modified to improve relevancy, accuracy and increase the overall scope. All
aspects of the survey were considered including changes to wording, layout, sequence,
question type, and content. The original instruments basic quality and design were
modified to reflect a survey that increased the accuracy and relevancy of the produced
data.
This document also outlines the survey implementation plan and evaluation
methods. The implementation plan includes procedure to disseminate the
questionnaire, data collection methods, and target response rate. Survey evaluation
efforts include a comprehensive analysis of the produced data and describing what
future steps would be needed to ensure survey effectiveness.




Survey Improvement Plan

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Background
The Just Add Water System (JAWS) was initially developed approximately 12
years ago. The JAWS concept began with Bruce Yackos vision to provide the world
with greener options for a better tomorrow. The idea was to produce an innovative
product while providing an economic advantage to consumers. The product was sold
commercially for three years before the push came to enter the retail market. There
was extensive time spent on television markets like the Home Shopping Network and
Quality Value and Convenience (QVC). The products were solely sold on television for
some time before the push to be on the retail shelf occurred in 2004. With that, JAWS
can be found at places like Bed, Bath, and Beyond, Sautters Markets, The Andersons
and other local grocers. JAWS, Just Add Water System, has grown not only in the US,
but in other countries including Australia and the United Kingdom.
With all of the previous background information, JAWS started out with a scripted
logo. There was a need to reach a different group of people that might not be prompted
to buy based on the current look of the logo. There were many different logo designs
that were created. From there, the company employees and marketing department
narrowed down some choices leaving just a few which were the ones that were decided
upon for this survey. The design was a big deal to change after being on the shelf in
retailers and in the commercial world for 12 years.
Survey Validity
The survey that we chose to utilize was one for the design/packaging of the
JAWS retail products. Based on the background information provided, the product has
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been around for some time and the company felt the need to modernize the look of
JAWS. Within the company, an overall poll was taken on which new design would be
chosen to move forward. With a variety of answers selected, the two options that came
out on top were the newest modern version of JAWS, and the current version of the
logo. Some individuals in the company felt the new look was the way to go, but others
felt that there was not a need to change the logo at all. With this basis of information at
hand, the JAWS International team felt a strong urging to go outside the company to
seek what the overall general public felt about the design/logos for the future of JAWS.
The survey was given to 500 people. 250 individuals were given a set of images to use
for their answers and the other 250 individuals were given a different set of images very
similar, just slightly different, for their responses. For completing this survey, the
respondents were given a free sample of JAWS cleaning products for their time and
opinions.
The survey was created by a survey/research/marketing company to find where
the general public saw the future of JAWS heading. The survey was created to find out
which logo should be used for the new retail bottle that was going to be utilized. The
bottle was changing and the company felt that it was a good time to look at the logo.
Not only was the survey intended to measure the choice for logo options, but also the
language that was being emphasized on the label. For example, some individuals
thought it was important to know that the glass cleaner was good for computer screens
and flat screens. What language was speaking to the people taking the survey.
Another point on the logo the survey was intending to address were the graphics. Did
the hard lines of the design appeal to people or was the soft lava lamp feel more
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appealing? This survey was intended to answer these questions based upon the
answers that were provided by each of the 500 individuals that were selected to take
the survey.
The responses from the survey measured exactly what they set out to find. The
logo/design was selected with an overwhelming 76% of the respondents selecting the
new and modern logo. Based on the survey responses, JAWS International was able to
see what type of language on the label was going to speak the loudest to those
purchasing the product. This allows the company to play into where their audience is
most going to utilize the product and for what uses. Another important topic that this
survey actually measured was the price point. Price is key to those buying products
and what they are willing to pay for new, innovative retail products. The survey asks the
respondents what they felt was a reasonable price point and allowed the company to
feel confident in their price range based on the answers given.
Overall, this survey gave JAWS International the knowledge to move forward
with a design/logo option, call out language, and a price point. It touched on individual
preference related to environmentally friendly or Green choices people might have.
This in turn gave much desired insight to the marketing team at JAWS International to
take this data and use it as the recommendations for the layout, language, and price
point. The team could move forward knowing they have public opinion results as a tool
in selecting the appropriate packaging to stimulate sales for the Green generations
and those looking for innovative products. Where there could have been more
development of the survey is the fact that some of the respondents might not recognize
the significance of the name JAWS. Did every individual take the time to see what the
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name stood for and why it was called JAWS? There could have been more emphasis
put on the Green aspect of the product and the appeal to using a cartridge instead of
throwing the bottle away after each use. The concept of the cartridge could have been
explained and option gathered on the appeal of that system to see if the company truly
had a product that was something desired by buyers in the retail market. If this concept
is something that is only appealing to Generation Y, how can the appeal be broadened
to reach other generations.


Improvement plan
Many aspects of the JAWS Cleaning Products questionnaire were modified in an
attempt to improve overall effectiveness of the survey and the data it produced. The
survey was modified to improve relevancy and accuracy. All aspects of the survey were
considered in an attempt to provide an instrument that produces valid and useful data.
The initial survey questions were reviewed to determine if they are relevant to the
information that the administrators are attempting to gather. All content was revised to
directly correspond with the intended measurements.
Questions were added to broaden the scope of the instrument and gather
information relevant to product design, consumer price point, and whether
environmental footprint contributed to consumer willingness to purchase. Several
different types of questions were added to gather the additional information, including
open-ended, fix alternative, dichotomous, and checklist questions.
The open ended questions utilized are exploratory in nature. The administrators
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utilized the open ended questions in an attempt to gather feedback about the initial
product design provided and what information would be beneficial to print on the front
label of the bottle. The initial open ended question was strategically placed towards the
beginning of the survey in an attempt to promote respondent comfort with the process.
According to Zikmund et al. (2012), Open ended questions are good first questions
because they allow respondents to warm up to the questioning process. We wanted
respondents to have the ability and comfort to provide unique feedback relevant to their
initial impressions of the overall product design.
Many fixed alternative questions were added to contribute to the questionnaire
relevancy. The questionnaire included a simple-dichotomy question to screen data
importance. This question is intended to identify if the respondent is the primary
shopper in the household and thus placing additional emphasis on the respondents
feedback if they answer yes. Additional simple-dichotomy questions were utilized to
identify respondent preferences between differing logos and packaging. A checklist
question was utilized to identify what aspects of the cleaning product were considered
the most important to respondents. The checklist question alternatives included
environmental friendliness, reputation, price, brand name, appearance, and quality of
product.
Determinant choice questions were utilized to identify respondent attitudes,
preferences and likelihood they would purchase this product. Careful consideration was
given to each fixed alternative question to ensure the respondent had mutually
exclusive and totally exhaustive alternatives to select. Alternatives should be totally
exhaustive, meaning that all the response options are covered and that every
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respondent has an alternative to check. The alternatives should also be mutually
exclusive, meaning there should be no overlap between categories and only one
dimension of an issue should be related to each alternative (Zikmund et al. 2012, p.
339). Many of the surveys original questions did not utilize totally exhaustive scales.
These scales were improved by including additional selection categories, subsequently
providing increased accuracy and validity of the instrument.
Multiple response options were also improved by clearly labeling each alternative
option. The initial questionnaire utilized a spectrum of Great though Not good at all
with seven available alternatives. The seven options were not labeled and contributed to
a lack in clear data feedback. Utilizing the original survey scale ,it was difficult to
ascertain what alternative to select as a respondent and would need to be subjectively
viewed by the researcher.
Extensive consideration was given to question wording. While considering the
question construction the administrators reviewed complexity of vocabulary, readability,
ambiguous terms, vagueness, and wording that may introduce biases. Many of the
existing questions were altered and the additional questions were constructed using
simple conversational language. The initial questionnaire was determined to include
complex language that could contribute to confusion and lower response rates. The final
questionnaire is written with a Flesch-Kincaid Grade level of 7th Grade. This will
undoubtedly improve the respondents ability to understand the concepts and provide
valuable feedback. Simple and conversational language was also integrated to make
the respondents experience positive and inviting.
New questions relating to the product price point and consumer penchant for
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environmental cleanliness were constructed using objective and non-value laden
language. Leading and loaded questions are a major source of basis in questions
wording (Zikmund et al. 2012, p. 342). Each item included in the final questionnaire
was constructed so respondents were not led to choose any specific alternatives, but to
express their true and honest feedback. Decreasing the instruments potential for basis
will produce data that will accurately represent what respondent value in the cleaning
product and provide guidance for the products future.
Extensive effort was committed to constructing the questionnaire in an
aesthetically appealing, easy to read and logically flowing layout. According to Zikmund
et al. (2012), Good layout and physical attractiveness are crucial in mail, Internet, and
other self-administered questionnaires (350). Several multiple grid questions were
utilized. This technique was chosen to decrease the visual length of the questionnaire.
Questionnaires that are short and concise increase the probability of higher response
rates.
Many of the questionnaires items and response options were changed to reflect
best practices of survey development and implementation. All aspects of the survey
were considered and improved including changes to wording, layout, sequence,
question type and content. The original instruments basic quality and design were
modified to reflect a survey that increased the accuracy and relevancy of the produced
data. The multiple improvements will likely provide increased overall effectiveness of the
survey and the data it produces. Thus, allowing the desired outcomes to be clear and
apparent.

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Survey Implementation Plan
What are your plans for data collection?
Like the original survey, we plan to use an internet mail (e-mail) survey for
collection of the data. Using an external marketing company, we will identify those who
will receive the survey. We are targeting those individuals from any of the following
groups: members of Generation Y, parents, and others who consistently purchase
cleaning products. Considering the primary group our survey targets, this data-
collection type will best meet the needs of these groups and generate the best and most
thoughtful responses.
Because of the lifestyles of the targeted demographic groups the survey must be
convenient to complete. According to Zikmund, et. al (2013), Mail surveys and other
self-administered questionnaires can be filled out when the respondents have time so
respondents are more likely to take the time to think about their replies...Many hard-to-
reach respondents place a high value on convenience and thus are are best contacted
by mail (p. 218). Making the survey convenient and accessible will improve both the
quality and quantity of the responses gathered.
Using a mail survey, however, does come with its share of challenges that
prompted many of the adjustments to the original survey. According to Zikmund, et
al.(2013), Self-administered questionnaires present a challenge to the researcher
because they rely on the clarity of the written rather than on the skill of the interviewer
(p. 216). With this in mind, we clarified the wording of many of the questions, and more
clearly defined the scales of measurement used for each question.
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These benefits in addition to the other benefits of mail surveys including
geographic flexibility, reduced costs, and the ability to gather the data in a relatively
short amount of time make electronic mail (e-mail) questionnaires the best method of
collection for this survey.
What is your targeted response rate and how will you obtain it?
Based upon the survey method selected and what weve learned about the
corresponding expected response rate, we will target a response rate of 50% for this
survey. The text explains, Despite a researchers best attempts, rarely will a mail
survey have a 50% or greater response rate. However the use of follow-up mailings
and other techniques may increase the response rate to an acceptable percentage
(Zikmund, et.al, 2013, p.219). Based on our use of various techniques, we believe we
will be successful in meeting this goal.
In order to compensate respondents for completing the survey, they will receive a
bottle of the JAWS cleaner with a refill cartridge. We believe that compensating the
respondents in this manner will help us to achieve our desired 50% response rate.
According to Zikmund, et.al. (2013), The respondents motivation for returning a
questionnaire may be increased by offering monetary incentives or premiums (p.220).
Though the free cleaning product is not cash paid directly to the respondent, we believe
this will still incentivise the return of the survey. Because the targeted audience for the
survey is those responsible for the upkeep of the home, free cleaning product will
directly translate into dollars saved for those individuals.
In addition to compensation, a detailed introductory cover letter will accompany
the survey. This, according to the text, is another important factor in increasing survey
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responsiveness. Included in the cover will be the purpose and importance of the survey
as well as clear instructions on how to complete and submit the survey. Additionally,
special emphasis will be placed on the products attention to eco-friendliness and the
green nature of the product appealing to the social usefulness of responding to the
questionnaire.
Follow-up will be another important factor to ensure our 50% response rate.
According to the text, Multiple contacts almost always increase response rates. The
more attempts made to reach people, the greater the chances of their responding
(Zikmund, et.al, 2013, p.219). Follow-up letters will be sent to respondents via both
email and postal mail, reminding the recipient of how to access the survey and the
importance of completing the questionnaire.
The original JAWS Design Survey was created to test several product designs
against certain target markets to assist in identifying optimal design. The JAWS survey
has been redesigned to maximize the effectiveness of the questions as well as the
addition of questions which focus on expanding the scope of the survey.
The validity of the survey has been reviewed from the key points such as face
validity, content validity, criterion validity, and convergent validity. Each of the factors
can lead to a different perspective on the overall validity of the survey and its intended
purpose.
When examining the survey from the perspective of face validity, we needed to
ensure that there was a subjective agreement that the scales utilized logically reflected
the concepts being measured. Our team spent several sessions reviewing each
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question as they related to the overall design and purpose of the survey to ensure that
there was a consensus in relation to face validity.
Content validity was a major factor with the revision of the survey due to the
nature of the revisions. The initial intent of the survey was to assess consumer buying
decisions as they related to the potential product designs. It was decided that the initial
survey did not cover the scope of which it was intended. This scope was expanded to
include product design, product price point, and the extent in which environmental
safety contributed to buying decisions. The content was revised to expand and limit the
scope to stay relevant to these topics.
Criterion validity in this particular survey is focused around predictive validity in
the sense that the intent of the survey is to predict future purchasing decisions of a
particular subset of the population. Therefore questions and scales were designed with
a focus toward future purchasing decisions around design, price point, and
environmental safety.
Convergent validity was assessed from the concept that product design, product
price point, and environmental safety of the product were all indicators of positive
product purchasing decisions of our population. These measures are all related toward
the purchasing decisions of the population and as such our convergent validity appears
to be sound.
The overall validity of the survey was strengthened due to the application of each
validation perspective; face, content, criterion, and convergent validity. These
perspectives allowed the design team to make changes to the survey which allow for
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increased accuracy and focus.
Reliability of the survey revolve around the concepts of product design, product
price point, and environmental safety. The measures used to address each concept
were compared to ensure internal reliability against each of the related measures. Due
to adapting the survey and modification of questions, the ability to perform a test-retest
cannot be performed. A test-retest could have been completed against certain test
questions to determine consistency. The use of Coefficient alpha is the process of
establishing a quality metric for measures. This statistical analysis is used in many
statistical softwares as a standard practice. With a commitment from the client to
commit resources for this software, the quality of the measures could be analyzed with
an industry standard which would give increased credibility to the survey and potentially
improve overall outcomes.
The design team will utilize a standardize process of data analysis and
presentation as defined through the course materials (Zikmund, Babin, Carr, & Griffin,
2013). The analysis will follow a process of editing, coding, establishing a data file, and
finalizing with a descriptive analysis approach. This basic process will allow our team to
provide a convenient, simple to understand, interpretation of the data that will guide the
client to predictive decisions with an increased awareness of purchasing decisions of
their target population.
The design team has established a 50% response rate target with incentives to
the respondents to facilitate this target response as well as potentially increase past the
50% goal. The raw data that is collected will transition through several phases to ensure
accuracy as well as consistency before it reaches the analysis phase.
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During the editing phase our raw data will be reviewed for its integrity as it relates
to the intended purpose of analyzing consumer purchasing decisions from a standpoint
of product design, product price point, and environmental safety. Each question and
responses will be reviewed for logical consistency by the team as results are obtained.
Each team member will perform a review on the responses independently. These edits
will encompass checks for non-response. The team will follow a common standard
used to manage non-responses. If the questions has < 5% nonresponse then remove
the missing cases for analysis. If the question has a 5 to 15% nonresponse rate then
replace the missing values. If the question has a greater than 15% non-response rate,
then consider dropping the variable (Reference Slides?...). After completion of individual
team member reviews, the team will present our findings in a group session to
determine the actions to be taken in a collaborative approach.
Once the raw data has been reviewed and edited to ensure consistency, coding
will begin utilizing a standard coding system for all quantitative data ranging from 1-5 in
most cases in relation to the Likert scale used. All non-responses to be coded with a
predetermined number as well all disallowed responses. Qualitative data will be given
numerical codes as they correlate into themes that are identified by the design team.
The data file will be composed of a simple Excel spreadsheet that will allow for
the data to be presented into pivot tables and diagrams for analysis as well as
presentation. Within the workbook a code book will be established to logically present
the coding system utilized within the data file. Once complete the design team will
review the completed file for any outlying errors in coding that were missed.
The final data analysis will occur in a Descriptive Statistical fashion. This
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approach was agreed upon due to nature of the information being obtained. A cross
tabulated process will be utilized to analyze the data as it relates to different
demographics such as age, gender, and average income. Due to the concepts of
product design, price point, and environmental safety of the product; the information will
be analyzed and presented under these pretenses.
Ultimately, the structured process of our data analysis and presentation of results
will be expressed to our clients in a format which allows them to see predictable
purchasing trends of our sample which is consistent with the population. These trends
will allow our clients to make operational and financial decisions to maximize outcomes.
Evaluative of Efforts

Because JAWS is a consumer product, there are very tangible metrics that can
be placed on the effectiveness of the data collected as a result of our efforts. After the
data has been collected, and changes to product have been made based on the
recommendations gleaned from the data, sales will be a direct indicator on the
effectiveness of the research. Should sales go up, we would be able to assume that our
research provided information to enhance the product and/or make it more marketable
consumers. If sales remain the same, or even worse, decrease; one could conclude
that the information gained as a result of our research was not useful and did not have a
positive effect on the marketability of the product.
Should we decide to employ a longitudinal approach and ask questions in the
future, we would ask questions that would ensure Canberra Corp. is able to retain those
customers. These questions may include the following:
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How satisfied are you with the cleaning results when using this product?
5-point scale (Extremely Dissatisfied to Extremely Satisfied)
How satisfied are you with the price of this product?
5-point scale (Extremely Dissatisfied to Extremely Satisfied)
How likely are you to recommend JAWS to people you know?
5-point scale (Extremely Unlikely to Extremely Likely)
Overall, are you satisfied with this product?
5-point scale (Extremely Dissatisfied to Extremely Satisfied)
Answers to these and similar questions would assist the company in retaining both new
and existing customers.
The changes we made to the original survey will prove to be beneficial both for
the respondent and for the company. For the respondent, the improved survey includes
clearer directions, clearer and more pointed questions and exhaustive scales that
clearly identifies the entire range of values. For the company, they are receiving a
much broader range of information than that obtained from the original survey. This
survey identifies those who are responsible for the purchasing of cleaning products,
which can be used in future marketing efforts. The survey also identifies what is most
important to the consumer and meets the original focus of identifying what packaging is
most appealing to the customer. The improved survey will prove useful, as it can be
used as a prototype for future surveys with various objectives.





Reference

Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2012). Business research methods (9
th

ed.). Mason, OH: South-Western Cengage Learning.
***** I have the two websites that I used...I added those sites to the notes from our
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