A Need Assessment Questionnaire for A Wine Recommendation Website

Introduction

We are developing a wine recommendation website. A wine recommender website sells and delivers wines to its online users. In addition, it provides personal wine recommendation to its users.

The information you and others provide will assist us to provide better online services and functionalities. Your answers will be handled in the strictest confidence.

The term wine we will discuss later includes red, white wines, and rosé (pink wines), and sparkling (like champagne).

Thank you for your time and assistance.

Question Group no.1: Demographics questions

Name: _______________

Your mobile phone number: _____________________

Age: 17-25 26-40 41-55 56-

Gender: Male Female

Which continent are you originally from:
Africa America Asian Europe Other (please specify______)

Education: High school College Graduate school

Profession:
Student Teacher Manager Worker Stay-home Retired Others (please specify______)

Question Group no.2: Background questions
Starting from here, we will start to ask you some questions about your online experience and your interest towards wine.
1. Are you an internet user?
1.1 As you are an internet user, which of the following online applications do you usually use while getting on internet? (You can make multiple choices)
A. Online media (For example, browsing news online using the website of BBC, CNN,….)
B. Information retrieval (For example, using Google to search for a hotel, a job…)
C. Internet communication (For example, using email, instant messager, like MSN, Skype)
D. Online community (For example, using blog, forum, facebook)
E. Online entertainment (For example, playing online game, browsing youtube, internet radio)
F. E-commerce (For example, purchasing airline tickets, and buying things at eBay and Amazon)
G. E-learning (For example, learning languages, cooking skills)
2. (For interviewers who have online purchase experiences) Now we want to ask what products you have bought and how often.
A. For travel (Air tickets and accommodations)
□ Daily □ Weekly □ Monthly □ A few times a year □ Rarely or never
B. Books
□ Daily □ Weekly □ Monthly □ A few times a year □ Rarely or never
C. Music (including purchase of songs and CD), DVDs
□ Daily □ Weekly □ Monthly □ A few times a year □ Rarely or never
D. Electronic items
□ Daily □ Weekly □ Monthly □ A few times a year □ Rarely or never
E. Food and Drinks
□ Daily □ Weekly □ Monthly □ A few times a year □ Rarely or never
F. Other groceries like make-up and clothes
□ Daily □ Weekly □ Monthly □ A few times a year □ Rarely or never
3. (For interviewers who don’t have any online purchase experiences)
As you haven’t purchased online before, here we would like to present you some categories of things. And please choose the ones that you are planning to buy online in the next 3-6 months.
A. For travel (Airline tickets and accommodations)
B. Books
C. Music (including purchase of songs and CD), DVDs
D. Electronic items.
E. Food and Drinks
F. Other groceries like make-up and clothes

 

Ok, from now on, we would like to ask you some questions related to your interest and experiences about wine.
4. How often do you drink wine?
□ Daily □ Weekly □ Monthly □ A few times a year □ Rarely or never
5. Which of the following describes you most closely?
A. I am a non-drinker. I don’t like to drink alcohol.
B. I am a marginal drinker. I drink wine occasionally, and have little interest in neither experimenting nor learning more about wine.
C. I am a new comer. I started drinking wine recently.
D. I am an aspirant. I have knowledge of wine basics but would like to learn more and are willing to try new brands and varietals
E. I am a connoisseur. I am knowledgeable and am comfortable with choosing wine that suits my taste.
6. Mostly you will buy wine for?
A. Party
B. Gift
C. Yourself during meals
D. Cooking
E. Others (specify____)
7. Have you used any online wine website before?
If they answer “yes”, they need to go through both question group no.3 and no.4.
If they answer “no”, they only need to answer questions in group no.3.
Question Group no.3: Questions on offline wine recommendations
8. How do you discover new wines? (You may check more than one answer)
A. Friends
B. Wine tasting (e.g. in supermarket, wine show, wine tours)
C. Restaurant
D. Hotels
E. Magazines
F. Others (please specify _________)
9. Which kinds of information could you always reveal to, e.g., a wine recommender, in order to get his wine recommendations? (You could choose multiple choices.)
A. The price range that you are ready to accept.
B. Some criteria on the wine such as brand/varietal/region/year(vintage)
C. The wine that I liked before.
D. The wine that you disliked.
E. Others (please specify _________)
10. Were you always satisfied with their recommendation or not?
11. Have you met any problems when you received a wine recommendation?
11.1 If you have met problems before, what were they?
(Hint for user: sometimes I don’t know how to express my taste)
Question Group no.4: Questions assessing online wine stores, especially their recommendation functions
12. What type of online wine information is most trustworthy for your purchase decision?
A. User reviews
B. Expert reviews/ratings
C. Recommendations from websites based on users with similar taste
D. Advertisements
E. Others (please specify _________)
13. How often do you get recommendations from online wine stores?
A. Sometimes
B. Often
C. Every time I want to explore some different ones
14. Do you get recommendation for wine more often online or offline?
A. More online
B. About the same
C. More offline
D. Neither (Can you please explain the reason?)
15. Can you list the wine recommendation systems you have used?
16. Which functions did you use in these websites?
17. Generally were you satisfied with the recommendations you got from these websites?
18. Can you please list the features that are most attractive to you?
A. It offers suggestions of wines around the world, while the offline one is limited to a single store (bar).
B. The online recommendation is more accurate than the offline one.
C. I could find wine with cheaper price by using online recommendation.
D. I could find others’ reviews and ratings about wines on websites.
19. What might be the difficulties of online recommendation for you?
A. The information I could tell to a website is so limited comparing to what I could explain to an expert. (If they choose this, ask them which kinds of specific information they think is so important to tell.)
B. The recommendation is less accurate than the offline one.
C. I cannot get surprises.
D. It is difficult for me to get a good recommendation if I am a new user.
E. Others (please specify _________)
20. Can you rate your interest towards the following recommendation methods?
A. Recommendation from your friends.
□ Most interested □ Somewhat □ Okay □ Not quite □ Really don’t like it
B. Personalized recommendation from wine tasting in wine stores or bars.
□ Most interested □ Somewhat □ Okay □ Not quite □ Really don’t like it
C. General recommendation from an expert (you can find it on the website).
□ Most interested □ Somewhat □ Okay □ Not quite □ Really don’t like it
D. Website’s recommendation considering people having the same taste as you.
□ Most interested □ Somewhat □ Okay □ Not quite □ Really don’t like it
E. Website’s recommendation based on the features we mention in the last question (like music you will listen, dish you will eat, context..)
□ Most interested □ Somewhat □ Okay □ Not quite □ Really don’t like it
F. Reviews and ratings from others
□ Most interested □ Somewhat □ Okay □ Not quite □ Really don’t like it
G. I like to explore by myself without aid from others, nor online service.
□ Most interested □ Somewhat □ Okay □ Not quite □ Really don’t like it
Question Group no.5: Questions on product discovery
Now we will describe some ideas that we are developing for a new online wine store with innovative recommender technologies from EPFL research labs. Please give us your opinions of these ideas.
21. This website proposes wines to you by the brands of shoes you are wearing.
□ Strongly disagree □ Disagree □ Neural □ Agree □ Strongly agree
22. If this website shows the top ten picks of wine critics, you are likely to try them and thus buy them online.
□ Strongly disagree □ Disagree □ Neural □ Agree □ Strongly agree
23. If this website proposes wines to you based on the music you listen to, you are likely to try them and thus buy them online.
□ Strongly disagree □ Disagree □ Neural □ Agree □ Strongly agree
24. If this website proposes wines to you based on the food you are cooking/eating, you are likely to try them and thus buy them online.
□ Strongly disagree □ Disagree □ Neural □ Agree □ Strongly agree
25. If this website proposes wines to you based on your personality, say from a simply personality quiz you’d just taken at that website, you are likely to try them and thus buy them at this website.
□ Strongly disagree □ Disagree □ Neural □ Agree □ Strongly agree
26. If this website proposes wines to you based on the occasions, such as St. Valentine’s Day, you are likely to try them and thus buy them at this website.
□ Strongly disagree □ Disagree □ Neural □ Agree □ Strongly agree
27. If this website proposes wines to you based on the kind of people you are with (friends, colleagues, lovers, husbands/wives) etc., you are likely to try them and thus buy them at this website.
□ Strongly disagree □ Disagree □ Neural □ Agree □ Strongly agree
28. If this website proposes wines to you based on your current mood (excitement, frustrated, calming, in good company), you are likely to try them and thus buy them at this website.
□ Strongly disagree □ Disagree □ Neural □ Agree □ Strongly agree
29. Pick up two types of new online wine discovery that might excite you most?
A. Virtual tasting (Explanation: A virtual wine tasting is an event that unites a community of wine drinkers to taste wines. After that, the participants are supposed to post their feeling about this wine(taste, smell, appearance, or/and overall features) on a website, blog or forum in order to share their experience of this wine with others.)
B. Chatting with winemakers
C. Reading about magazine/master picks
D. Videos of wine tasting
E. Recommendation for on the features we mention in the last question (like music you will listen, dish you will eat, occasions.)
F. E-learning course about wine
G. None/ Others (please specify _________)
30. What other feedback would you like to give us on this needs assessment questionnaire?