iRubric: Market Research Survey rubric

At least 20 questions sorted into four groups: demographic, psychographic, buying patterns, and benefits. Questions within each section move from general to specific. A variety of survey questions are used. Survey answers all of the following questions:
? What customers will be interested?
? Is assumed target market correct?
? Do products exist that solve the problem?
? What competitors affect the solution?
? What features are most important?
? How much would

Group has at least 20 questions but are not sorted into the four categories. Questions move from general to specific but not all mandatory questions are answered.

Group does not have at least 20 questions sorted into the four categories. Questions do not move from general to specific and mandatory questions are unanswered.

Survey identifies specific goals and asks questions that achieve these goals. A specific market is identified by the questions asked and an understanding of potential consumers is reflected in the questions.

Survey identifies specific goals but questions do not achieve these goals. A specific market is identified but understanding of potential customers is not demonstrated.

Survey does not identify specific goals. A specific market for the good or service is not identified.