Prius Research for Graduate Student

Greeting Prius Owners and Chatters,

I am a current graduate student at University of Texas McCombs School of Business who is working with students from my program as well as several from the LBJ School of Public Affairs. We have been working on a semester long project involving the Prius and have put together a brief research questionnaire. My entire team would greatly appreciate your input.

Without providing too much leading information, we are seeking to find out more about the perception of the Prius brand from a wide selection of the population. These groups include both target and non-target consumers. Two particular areas of focus has been on (i) those interested in owning a hybrid vehicle, but who have not purchased yet and (ii) those who already own a hybrid vehicle.

Again, thank you in advance for filling out our research questionnaire and I would be happy to answer any questions that you may have about our research thus far. As an aside, the most surprising revelation for our team has been how misinformed many people are about the Prius. It's staggering!

QUESTIONNAIRE -> PRIUS SURVEY

Sincerely,
Team Prius at McCombs

 

Greeting Prius Owners and Chatters,

I am a current graduate student at University of Texas McCombs School of Business who is working with students from my program as well as several from the LBJ School of Public Affairs. We have been working on a semester long project involving the Prius and have put together a brief research questionnaire. My entire team would greatly appreciate your input.

Without providing too much leading information, we are seeking to find out more about the perception of the Prius brand from a wide selection of the population. These groups include both target and non-target consumers. Two particular areas of focus has been on (i) those interested in owning a hybrid vehicle, but who have not purchased yet and (ii) those who already own a hybrid vehicle.

Again, thank you in advance for filling out our research questionnaire and I would be happy to answer any questions that you may have about our research thus far. As an aside, the most surprising revelation for our team has been how misinformed many people are about the Prius. It's staggering!

QUESTIONNAIRE -> PRIUS SURVEY

Sincerely,
Team Prius at McCombs

 

If there is an interest, I would gladly share our collected responses. At this time, it does not appear as though any group member is looking to publish the report, so that could be shared as well.

 

Hmmm, that's not cool. Mind me asking which question we trapped you on?

 

Thanks for taking the time to help - we will revise the way that question is input. You should be able to refresh the page without losing prior pages' inputs, but I understand if you don't care to re-input your answers.

 

I understand where your comment is coming from Jimbo. The groups DO seem wide and awkwardly placed at first glance. We went with these groups due to a few very specific marketing viewpoints including spending power, tendency to buy a new vehicle, and most common age demographic groups targeted by auto companies in the US.

The environmentalist has been noted and will be added to our next round of surveys. It's an obvious one that we somehow missed. Thanks.

The one model addition is falsely limited as you have noted. It's not ideal for a very knowledgable population such as the members of this forum. That is an oversight on our teams end and has been noted. Interestingly, we have done a good number of these surveys in person, but instead read the questions out loud. Most non-car savvy people have asked how there could even be a different type of Prius. "How will I know which one is the real Prius?"

Again, thanks for your input. We are often in a vacuum and outside perspective is very helpful to making sure our research methods maintain their targeted integrity.