An intern is working for Pacific TV (PTV), a small cable and Internet provider, and has proposed some questions that might be us
ed in the survey to assess whether customers are willing to pay $50 for a new service. Do you think these are appropriately worded questions? Why or why not? 1: If PTV offered state-of-the-art, high-speed Internet service for $50 per month, would you subscribe to that service?
2: Would you find $50 per month, less than the cost of a daily cappuccino, an appropriate price for high-speed Internet service?
A. 1 seems appropriate. Question 2 compares internet service to a cappuccino.
B. Both questions seem appropriate. Each question will receive a response for whether or not the customer would pay $50 for state-of-the-art high-speed internet service.
C. 2 seems appropriate. Question 1 creates a negative view of the provider saying they don't already offer state-of-the-art high-speed internet service and does not seem appropriate.
D. Neither question seems appropriate. Quest ion 1 uses the phrase "state-of-the-art" and Question 2 predisposes the participant to agree that $50 is a reasonable price and says "less than a cup of cappuccino" which does not seem appropriate.
The first question is designed as per the norms and framing structure used for questions of the market survey. It clearly presents the objective of the question and is a proper way of asking about some a new service/product being offered.
The choice of words in the second question is not up to the norms of the survey question formation. The use of term "less than the cost of a daily cappuccino" predisposes the customer in giving a biased answer.
