A Clearer Image: Supermarket

For our 331 Principle of Marketing class we were asked to critique the methods of a study including what questions I would ask if I was a hired consultant, providing alternatives. Study: A supermarket was interested in determining its image.  It dropped a short questionnaire into the grocery bag of each customer before putting in the groceries. 

I immediately though of a bunch of questions.

         1. Did you inform the customer that there was a survey in their grocery bag.

I would ask this because customers might throw the survey away without even looking at the paper.

         2. Was there any incentives to filling out this survey in an alloted amount of time?

I would ask this because some people don't go out of their way to fill out a survey that doesn't help them. An incentive might create a higher answering rate. 

        3. What questions were asked? How are they graded?

I would ask this because there are many definitions of image. It could mean physical image like how clean there store is. Or social image like what people thought of their company. Also, was they survey yes no answers or range of 1 - 5 or comments. All these factors could change the outcome of the survey. 

Some alternative ways to get feedback:

• Have them fill out the questionnaire while the teller is ringing out the groceries.
• Have a wider range people (customers and non-customers) by placing the questionnaire in the local newspaper.
• Have the survey table right before the exit to generate data. 

Do you have any other suggestions?