Cheat sheet
Use neutral wording, mutually exclusive options and an analysis plan.
What to check first
Split the double-barrelled wording into separate questions for ingredients and price.
How to make the call
Pretest in Gujarati and English, then compare stated choice with a real menu trial.
AAPOR · Best practices for survey research · further reading for research & consumer behaviour
Indian practice case
Fictional scenario
An Ahmedabad café asks whether customers want “healthier and cheaper” meals.
Reveal the step-by-step solution
- Diagnose the problem.
Split the double-barrelled wording into separate questions for ingredients and price.
- Work through the evidence.
Randomize price options across respondents where possible and add a no-purchase response.
- Recommend and validate.
Pretest in Gujarati and English, then compare stated choice with a real menu trial.
More Indian cases
Interview question
How would you use survey design to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Randomize price options across respondents where possible and add a no-purchase response. Pretest in Gujarati and English, then compare stated choice with a real menu trial.