Survey Paper
Running head: HYBRID VEHICLES AND THE KELLEY BLUE BOOK
Hybrid vehicles and the Kelley Blue Book organization
University of Phoenix
RESEARCH AND EVALUATION I
RES 341
September 02, 2009
Hybrid vehicles and the Kelley Blue Book organization
The idea of purchasing a hybrid vehicle, while gaining more and more interest, is still perceived with skepticism by many consumers (“Consumer Concerns,” 2005.) Many rely on either hearsay from friends, relatives, or co-workers; or, are entranced by new technology and advertisements. In fact, a 2008 study found that most consumers thought they knew a lot about hybrids, but in fact, did not. For example, most thought that hybrids ran on battery power and had to be plugged in at night, and most did not realize that today’s hybrids do not use electrical power when using higher speed (“New KBB Study…)”. However, that being said, other research points to the idea that U.S. consumer demand for hybrids is becoming a more mainstream issue – which, after analysis, is what this survey may uncover (Abrams).
Therefore, the research methodology proposed in the Appendix A was designed with several criteria in mind:
Simple, easy to understand and administer
Short – consumers do not want to be bothered with lengthy surveys when shopping for a car
Concise – While there are, several areas that will need enhanced, this basic survey will give us the basics for further research (e.g. focus groups, additional quantitative research, etc.).
Allow a quick understanding of where consumers get their information and how that information is ranked
Understand a brief overview of perceptions on hybrids
Measurement in the proposed survey will be quantitative with some qualitative materials added. In order to quantify the entire survey, though, we will assign certain quantitative measures to the open-ended answers (See Appendix B). While it is true that there is room for research bias within this paradigm, the simplicity of the questions...
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