Corporate & Public Communication Master of Arts

Question # 1

Background Information

Carbucks is a national chain of high-end coffee houses that sells food and beverages, but is mainly known for its roasted brands of coffee. The chain has been quite successful and opens a new store every other day. Three weeks ago, a young woman who was in perfect health, had a coughing attack at a Carbucks store in San Diego and died on the spot. The local publicity was not too damaging since an autopsy had to be taken to determine the cause of death and the results will not be available for some four months. Last week, a similar situation occurred in one of their Atlanta shops, but the patient did not die. He was an older man who started coughing up blood and is now in a coma. The prognosis is that he will live and come out of the coma any day now.

When the second situation occurred, Wally Gee, the CEO of Carbucks called a top management meeting. He was advised what to do from his crisis communications people, but he felt it was not enough since there was so little information available. He wanted to know how bad it would be for the company if one more event like this occurred. Carbucks has now come to you to ask you what kind of research you would recommend that could help them if the situation turned into a genuine crisis.

Your job is to:
1. Recommend the type or types of research you would propose.
2. Determine what kind(s) of information you would get from the research.
3. Determine what group of people would be targeted in the research.
4. Write a short questionnaire that you would propose using, including the purpose of the study.

Question # 2
Website Questionnaire
The following questionnaire was developed to help an agency develop a new website. As a
starting point, they submit it to clients before they begin any actual work. Please evaluate the questionnaire using the following grid:
1. Objective 10-23
2. Research Type 8-14
3. Methodology 7-13
4. Sample 7-11
5. Incentive 3-5
6. Questionnaire Flow 3-6
7. Intro/Cover letter 5-8
8. Timing 6-10
9. Social Media 3-5
10. Follow-up 2-5
TOTAL 54-100

WEB SITE DEVELOPMENT QUESTIONNAIRE Date:________________

Thank you for selecting our company to develop your website. Before we begin, we need to know some information. Please fill in the following questionnaire to the best of your ability.

1. What kind of visitors are you expecting on your website?

a. Income (range)__________________________________________________
b. Interests_______________________________________________________
c. Gender ________________________________________________________
d. Age (range) ____________________________________________________
2. Please list the names of two or more of your competitors and describe how are you differ from them?

a.__________________________________________________________________________________________________________________________________________

b.__________________________________________________________________________________________________________________________________________

c.__________________________________________________________________________________________________________________________________________
3. What actions do you want visitors to take on the site?

4. What is your deadline for completing the site and your budget?

a. ___________________________________.
5. What features should be used on your website?
(Check all that apply)

About us
Contact form
Photos
Illustrations
Videos
Press Room
Sample of work
Other ______________
.
6. Please list the names of three sites that you like and what do you like about them?

a._________________________________________________________________________________________________________________________________________
b.__________________________________________________________________________________________________________________________________________c.__________________________________________________________________________________________________________________________________________

7. Do you have any color preferences, look and feel for the website? If so, please describe.

8. Who will be the contact person for this project and what will be the turnaround time?

a. (Name) ________________________________________________.
9. What do you NOT want on your site in terms of text, content, color, graphic elements?

10. Who will be responsible for maintaining the website and how much time/skill he or she would have for it?
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