Umfragedesign, das nicht nervt

I need to provide a survey design, but I notice you've included placeholders like [SPECIFIC HYPOTHESIS] and [TARGET MARKET] without filling them in. To give you a useful, concrete survey, I'll need to make reasonable assumptions. I'll design this for a hypothetical scenario: - **Hypothesis:** Customers who value convenience over price are more likely to purchase a premium meal-kit subscription service. - **Target Market:** Urban professionals aged 25-40 who currently cook at home but are time-pressed. Here is the 12-question survey design. --- **Survey: Meal-Kit Subscription Preferences** **Q1. (Screener) Which of the following best describes your primary cooking situation at home?** - A) I cook most meals from scratch using raw ingredients. - B) I use meal-kit services (e.g., HelloFresh, Blue Apron) at least once a week. - C) I rely primarily on pre-prepared, frozen, or takeout meals. - D) I rarely or never cook at home. *Insight:* This immediately filters for the target market (A and B) and excludes those who don't cook (D) or don't cook from scratch (C). *Bias Flag:* The options are not mutually exclusive (someone could use meal kits and cook from scratch). This could misclassify a hybrid user. Consider adding a "both A and B" option. **Q2. (Screener) In a typical week, how many meals do you prepare at home (including meal kits)?** - A) 0-2 meals - B) 3-5 meals - C) 6-9 meals - D) 10+ meals *Insight:* Confirms the target market (B and C are ideal for meal kits). It also segments by cooking frequency, which is a key behavioral variable. *Bias Flag:* Self-reported frequency is subject to recall bias. People may overestimate their cooking frequency to appear healthier or more domestic. **Q3. (Behavioral) When you decide to cook at home, what is your PRIMARY trigger for choosing a recipe?** - A) I search for recipes based on what ingredients I already have. - B) I pick a recipe first, then buy the specific ingredients. - C) I use a meal-kit box that has already been delivered. - D) I decide based on what's on sale at the grocery store. *Insight:* This reveals the decision-making hierarchy. If they choose B or C, they are more likely to value the convenience of a pre-planned meal kit. If they choose A or D, they are price-sensitive and ingredient-driven. *Bias Flag:* The question forces a single "primary" trigger, but real behavior is often a mix. This simplification may not capture the full decision process. **Q4. (Behavioral) In the last month, how many times did you choose NOT to cook at home because you lacked a specific ingredient?** - A) 0 times - B) 1-2 times - C) 3-5 times - D) 6+ times *Insight:* This is a direct behavioral measure of a pain point. A high number (C or D) indicates a strong need for a service that provides all ingredients, which is a core value proposition of meal kits. *Bias Flag:* This relies on memory of specific events over a month, which is prone to recall error. The "lacked a specific ingredient" phrasing might be interpreted too narrowly (e.g., they might have substituted an ingredient instead). **Q5. (Behavioral) When you use a meal-kit service, what do you typically do with the leftover ingredients?** - A) I throw them away. - B) I save them for another meal. - C) I use them to make a snack or side dish. - D) I don't use meal-kit services. *Insight:* This tests for waste aversion. If they save leftovers (B or C), they are more value-conscious. If they throw them away (A), they are purely convenience-driven and less price-sensitive. *Bias Flag:* This question only applies to a subset of respondents (those who use meal kits). It may confuse or frustrate those who selected D, leading to random answers. **Q6. (Conjoint Analysis) Please choose the meal-kit plan you would most likely purchase:** - **Option A:** $8.99/serving, 3 recipes/week, 2 servings per recipe, standard ingredients, free delivery. - **Option B:** $11.99/serving, 4 recipes/week, 2 servings per recipe, premium/organic ingredients, free delivery. - **Option C:** $9.99/serving, 3 recipes/week, 4 servings per recipe, standard ingredients, $4.99 delivery fee. - **Option D:** $12.99/serving, 4 recipes/week, 4 servings per recipe, premium/organic ingredients, $4.99 delivery fee. *Insight:* This is a simplified conjoint. By forcing a choice between these bundles, you can infer the relative importance of price per serving, variety (recipes/week), portion size (servings/recipe), ingredient quality, and delivery cost. This directly tests willingness to pay (WTP) for premium features. *Bias Flag:* This is a single, static choice. A full conjoint would show multiple randomized pairs to isolate the utility of each attribute. This single question is a trade-off, but it doesn't isolate individual attribute values. The price range might be too narrow or too wide for your specific target market. **Q7. (Behavioral) How do you typically discover new food products or recipes?** - A) Social media (Instagram, TikTok, etc.) - B) Food blogs or websites - C) Recommendations from friends/family - D) Grocery store displays or flyers *Insight:* This informs your marketing channel strategy. It's a behavioral question about media consumption habits, not an opinion. *Bias Flag:* This is a single-select question, but people use multiple channels. Forcing one choice may not reflect their true behavior. Also, "discover" is a broad term; they might discover a recipe on social media but a product in a store. **Q8. (Trick Question) Please select the color of the sky on a clear day to confirm you are reading carefully.** - A) Green - B) Blue - C) Red - D) Yellow *Insight:* This filters out respondents who are clicking through randomly without reading. Anyone who doesn't select "Blue" is likely providing low-quality data and should be removed from the analysis. *Bias Flag:* This is a standard attention check, but it can frustrate legitimate respondents who are rushing. It also assumes a universal "clear day" sky color, which is a safe assumption but still a cultural reference. **Q9. (Behavioral) In the past 3 months, what is the maximum price you have paid for a single serving of a pre-packaged meal (e.g., a frozen dinner, a restaurant takeout entree)?** - A) Under $5 - B) $5 - $10 - C) $10 - $15 - D) Over $15 *Insight:* This establishes a behavioral anchor for their price ceiling. It's a concrete, recalled behavior that is more reliable than asking "how much would you pay?" This helps calibrate the conjoint analysis results. *Bias Flag:* This relies on memory of a specific purchase. The definition of "pre-packaged meal" is broad and could include a $3 frozen pizza or a $15 restaurant entree, making the responses less comparable. **Q10. (Behavioral) How often do you check the nutritional information (calories, protein, etc.) on the food you buy?** - A) Always - B) Most of the time - C) Occasionally - D) Never *Insight:* This segments the market by health-consciousness. It's a behavioral frequency question, not an opinion on health. This is a key differentiator for premium meal kits that often market health benefits. *Bias Flag:* This is subject to social desirability bias. People are likely to overreport checking nutritional info to appear health-conscious. The frequency scale is also subjective. **Q11. (Behavioral) Which of the following best describes your typical grocery shopping trip?** - A) I make a list and stick to it. - B) I have a general idea but buy on impulse. - C) I browse and decide what to buy in the store. - D) I mostly order groceries online for delivery. *Insight:* This reveals their planning behavior. Planners (A) are more likely to appreciate the structure of a meal kit. Impulse buyers (B, C) might be less likely to commit to a subscription. Online shoppers (D) are already comfortable with delivery services. *Bias Flag:* This is a self-classification, not a direct observation. People may not accurately categorize their own shopping style. **Q12. (Behavioral) If a meal-kit service offered a "skip a week" feature with no penalty, how likely would you be to use it?** - A) Very likely - I would skip most weeks. - B) Somewhat likely - I would skip occasionally. - C) Not very likely - I would probably keep my subscription active. - D) Not applicable - I don't use meal kits. *Insight:* This tests the flexibility preference. A high likelihood of skipping (A) suggests they value flexibility over commitment, which is a key feature to highlight. It also helps predict churn risk. *Bias Flag:* This is a hypothetical scenario, not a real behavior. People's stated likelihood of future behavior is often inaccurate. The "no penalty" condition might make them overstate their likelihood of skipping. --- **Sample Size Recommendation** For statistical significance at a 95% confidence level, the required sample size depends on the margin of error you are willing to accept. - **For a general market survey with a ±5% margin of error:** You need **385 valid responses**. - **For a more precise analysis (e.g., comparing subgroups like "meal-kit users" vs. "non-users") with a ±3% margin of error:** You need **1,068 valid responses**. **Important Caveat:** This is the number of *valid, completed* responses. Because you have a screener (Q1, Q2) and a trick question (Q8), you will need to invite a larger pool of respondents. If you expect only 50% of invitees to pass the screener and 90% to pass the attention check, you need to invite roughly **385 / (0.5 * 0.9) = 856** people to get 385 valid responses. **For your specific hypothesis** (convenience vs. price), you will likely want to segment your data (e.g., compare the conjoint choices of those who answered Q3 with "B" vs. "A"). To have enough statistical power for subgroup analysis, you should aim for the larger sample size of **1,068 valid responses** to ensure each subgroup has a sufficient n.

Umfragedesign, das nicht nervt

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