BUS 625 W3 Assignment
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California Polytechnic State University, Pomona *
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626
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Date
Dec 6, 2023
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Survey Proposal
Andres Gonzalez
University of Arizona Global Campus
BUS625: Data & Decision Analytics
Dr. Crawford
08/14/2023
Integrating a new product in a business always seems a bit scary due to the uncertainty that
comes with it. As a company, rolling out a new product is essentially a gamble, will it hit or flop? There is
a lot that goes into rolling out a new product from money, time, and effort, and if the product fails, all of
that was a waste. Due to that, it is smart and logical for a business to do research prior to releasing a
new product to give itself an idea if it will be worth the work. A great way to do so is by conducting
surveys. Us at Tesla are releasing a more affordable and economical electric vehicle called the Tesla
Model E which will be priced at $20,000.00. We will explain why we want to conduct the survey and
what we hope to gain from the survey response as well as identify the type(s) of data we hope to collect.
We will also outline the parameters for our proposed survey, taking into consideration what we believe
management wants to know. We will also create 10 sample questions that will be used in our survey and
explain our reasoning for choosing our sample questions.
Releasing a new product can be scary due to the uncertainty of not knowing if it will hit or not
and if all the work that goes into the release of the product will be wasted. No matter what, everything
in business is a risk in some way shape or form, but what you can do is take actions that help mitigate
that risk as much as possible, that is where surveys come in. The are a few reasons as to why we want to
conduct the survey here at Tesla. The survey will help us see what people really want and need in a
product as well as help determine our true market size for our new vehicle. This will help us understand
our audience and how our product fits with their wants and needs, thus giving us a better understanding
if our product will be a good fit to them. The survey will also let us know how likely they are to purchase
our product as well as any possible changes that may need to be changed before production, to better
tailor it to our audience. We hope to gain that from our survey responses and help us roll out the new
vehicle in the all-around most efficient way possible. In our survey we want to collect both quantitative
and qualitative data for different reasons. Both will be valuable as “quantitative data tells us how many,
how much, or how often in calculations and qualitative data can help us to understand why, how, or
what happened behind certain behaviors” (The Fullstory Education Team, 2021). We will use quantitative
data to gather statistical and numerical information to give us insight as to
can
the customer purchase
the vehicle as well as how likely they are to purchase one based on what they already have. We will use
qualitative data to better understand how the customer feels about our new product and how likely they
are to need or purchase our product based on their feelings and behaviors.
When it comes to surveys, the goal is obviously to get the right answers but to get the right
answers you must ask the right questions. This is where
parameters
come into play as they are
“numerical or factual traits common to each member of a population” (Indeed Editorial Team, 2023).
Parameters will assist us with finding what we are trying to investigate, and it is the characteristics used
to define our population. Some key examples of parameters might include age, nationality, gender, and
socioeconomic status. For our parameters we will focus on age, gender, and socioeconomic status. Age is
important because you must be a certain age to legally drive, which ensures we will focus only on people
that are of age to drive. Gender will give us a good indication of what gender is most likely to buy, then
we can possibly tailor some features to them. Socioeconomic status is key here as well as we want to
ensure that we are targeting an audience that is employed and makes enough income to afford to
purchase our product. We will ask and find out many more things, but these are a few parameters we
will focus on based on what we believe management wants to know prior to releasing our product.
As mentioned earlier, to find the right answers, you must ask the right questions. In order to get
the best information possible needed prior to releasing our new product, we will ask the following 10
questions. Each question will be followed by our reasoning for choosing it as well.
1. Do you hold a valid
driver’s license?
This is straight forward as you need a driver’s license to drive and purchase a vehicle.
2.
How much do you spend in gas a month
?
This will give us and the customer a good indicator if going
electric will save them money, which is an incentive to buy.
3. Can your daily commute shorten by using
the carpool lane?
This is a benefit an electric vehicle has that a gas car doesn’t, which can be another
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incentive for us to market.
4. What is your average monthly income?
This will give us insight to see if
they can afford the vehicle at the price, we are listing it at.
5. What is an affordable monthly car
payment for you?
This will give us insight as to what they believe fits their budget.
6. How do you feel
about electric vehicles?
This will give us insight as to how they feel about EV’s which lets us know if they
are more likely to buy or not.
7.
Is $60 a month (average increase in electric bill for charging your car at
home) more on your electric bill less expensive than your monthly gas expenses?
This will let the
customer know if it is worth it moneywise to buy an EV, as well as us to see if they are more likely to buy.
8. Do you live near public charging stations?
This is key because at some point they will need to charger
on the road, and a customer is most likely to buy an EV if they have chargers nearby.
9. How do you feel
about the negative effects that gas powered vehicles have on the environment?
This will let us know
their stance on that issue, which will also let us know based on their feelings, if they are likely to buy an
EV.
10. On a scale of 1-10, how likely are you to purchase an electric vehicle?
Simple and straight to the
point, this will tell us the likelihood of them purchasing an EV at some point. These questions will help us
learn how open people are to our new model, how affordable it is to them, and if will they benefit from
it. The biggest thing we want to learn from this survey is will this new product change our customers life
for the better and by asking the right questions, we will find out.
As stated earlier, business is risky, as is integrating a new product. It seems like a coin flip, will it
hit or not? If it doesn’t, there will be money, time, and effort wasted. It is smart for a business to do
research prior to releasing a new product. That will give them an idea if it will be worth the work. An
efficient way to do so is by conducting surveys. At Tesla we are releasing a new product and we explained
why we want to conduct a survey and what we hope to gain from the responses as well as the type(s) of
data we hope to collect. We also outlined the parameters for our proposed survey, taking into
consideration what we believe management wants to know. We also created 10 sample questions that
will be used in our survey and explained our reasoning for choosing our sample questions.
Reference:
The Fullstory Education Team. (2021, October 5). Qualitative vs. quantitative data: What’s the difference?
and why they’re so valuable. FullStory.
https://www.fullstory.com/blog/qualitative-vs-
quantitative
Indeed Editorial Team. (2023, March 23). Parameters vs. statistics: Key differences and examples. Indeed.
https://uk.indeed.com/career-advice/career-development/parameter-vs-statistic
Sharpe, N. D., De Veaux, R. D., & Velleman, P. F. (2019).
Business statistics
(4th ed.)
. Retrieved from
https://www.redshelf.com