MARKETING RESEARCH CASE EXERCISE
Case 15-1: Understanding Tobacco Consumption:

A few years ago the Center for Disease Control (CDC) conducted a mail survey to establish a baseline on tobacco consumption among young people in the U.S. This short questionnaire was developed to measure attitude, current consumption, shopping behavior, and trends toward tobacco consumption. A version of the questionnaire that was used is provided below. Based on your understanding of information provided in chapter 15, provide a coding design for the questionnaire. More specifically, provide a coding plan for each question, including a coding plan for open-ended and "other" responses.

Questionnaire No.___________

The purpose of this project is to better understand the attitudes and opinions of consumers toward tobacco use and consumption. The questionnaire will take only 10 minutes to complete, and all responses will remain strictly confidential. Thank you for your help on our project.

THANK YOU FOR SHARING YOUR OPINIONS WITH US AND HELPING WITH OUR MARKETING RESEARCH PROJECT

List of responses to question #1, "other" category:

Butcher Shop
Bar/Restaurant
Nite Club
Vending Machine

List of responses to question #2, "other" category:

Pipe Tobacco
Little Cigars

List of brands for question #3

Marlboro
Winston
Salem
Camel
Doral
Virginia Slims
Merit
Vantage
Kool
Benson and Hedges
GPC
Outlook
Premier
Eclipse