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RED Express Red Can
Aim
To evaluate the needs of potential/current shoppers/consumers -in order
to ensure the store fulfils their needs and maximises sales.
Method
The study is conducted via telephone using CATI (computer assisted
telephone interviewing).
RDD (Random Digit Dial) sampling is used in the same way as opinion
polling to ensure a random representative sample of potential shoppers
within a given area.
Key measures to be covered in the questionnaire for each store include:-
- usage behaviour,
- brand/store image,
- specific product/range needs, (rated as either unimportant, essential, desired, or order winning),
- specific
facility needs (rated as either unimportant, essential, desired,
or order winning)
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