The Friday Funny: A needs assessment survey with a difference

Another blast from the past for those with an interest in survey methodology for better understanding – er – customer characteristics, needs, and preferences …

Many thanks to Karl  Hamner for posting this gem on EVALTALK way back in 1998!

This was actually posted very briefly on the McDonnell Douglas website by an employee there who obviously has a sense of humor. The company, of course, does not – and made the web department take it down immediately. (In case you don’t know: McDonnell Douglas is one of the world’s chief suppliers of military aircraft).

______________________________________________________________________

Thank you for purchasing a McDonnell Douglas military aircraft.   In order to protect your new investment, please take a few moments  to fill out the warranty registration card below. Answering the  survey questions is not required, but the information will help us  to develop new products that best meet your needs and desires.

1. [_] Mr. [_] Mrs. [_] Ms. [_] Miss [_] Lt.
[_] Gen. [_] Comrade [_] Classified [_] Other
First Name: ………………………………………………
Initial: ……..
Last Name: ………………………………………………
Password: ………………………… (max 8 char)
Code Name: ………………………………………………
Latitude-Longitude-Altitude: ……….. ……….. ……….

2. Which model aircraft did you purchase?
[_] F-14 Tomcat
[_] F-15 Eagle
[_] F-16 Falcon
[_] F-117A Stealth
[_] Classified

3. Date of purchase (Year/Month/Day): 19……. / ……. / …….

4. Serial Number: ………………………………………….

5. Please check where this product was purchased:
[_] Received as gift / aid package
[_] Catalog showroom
[_] Independent arms broker
[_] Mail order
[_] Discount store
[_] Government surplus
[_] Classified

6. Please check how you became aware of the McDonnell Douglas
product you have just purchased:
[_] Heard loud noise, looked up
[_] Store display
[_] Espionage
[_] Recommended by friend / relative / ally
[_] Political lobbying by manufacturer
[_] Was attacked by one

7. Please check the three (3) factors that most influenced your
decision to purchase this McDonnell Douglas product:
[_] Style / appearance
[_] Speed / maneuverability
[_] Price / value
[_] Comfort / convenience
[_] Kickback / bribe
[_] Recommended by salesperson
[_] McDonnell Douglas reputation
[_] Advanced Weapons Systems
[_] Backroom politics
[_] Negative experience opposing one in combat

8. Please check the location(s) where this product will be used:
[_] North America
[_] Central / South America
[_] Aircraft carrier
[_] Europe
[_] Middle East
[_] Africa
[_] Asia / Far East
[_] Misc. Third World countries
[_] Classified

9. Please check the products that you currently own or intend to
purchase in the near future:
[_] Color TV
[_] VCR
[_] ICBM
[_] Killer Satellite
[_] CD Player
[_] Air-to-Air Missiles
[_] Space Shuttle
[_] Home Computer
[_] Nuclear Weapon

10. How would you describe yourself or your organization?
(Check all that apply:)
[_] Communist / Socialist
[_] Terrorist
[_] Crazed
[_] Neutral
[_] Democratic
[_] Dictatorship
[_] Corrupt
[_] Primitive / Tribal

11. How did you pay for your McDonnell Douglas product?
[_] Deficit spending
[_] Cash
[_] Suitcases of cocaine
[_] Oil revenues
[_] Personal check
[_] Credit card
[_] Ransom money
[_] Traveler’s check

12. Your occupation:
[_] Homemaker
[_] Sales / marketing
[_] Revolutionary
[_] Clerical
[_] Mercenary
[_] Tyrant
[_] Middle management
[_] Eccentric billionaire
[_] Defense Minister / General
[_] Retired
[_] Student

13. To help us understand our customers’ lifestyles, please
indicate the interests and activities in which you and your
spouse enjoy participating on a regular basis:
[_] Golf
[_] Boating / sailing
[_] Sabotage
[_] Running / jogging
[_] Propaganda / disinformation
[_] Destabilization / overthrow
[_] Default on loans
[_] Gardening
[_] Crafts
[_] Black market / smuggling
[_] Collectibles / collections
[_] Watching sports on TV
[_] Wines
[_] Interrogation / torture
[_] Household pets
[_] Crushing rebellions
[_] Espionage / reconnaissance
[_] Fashion clothing
[_] Border disputes
[_] Mutually Assured Destruction

Thank you for taking the time to fill out this questionnaire. Your  answers will be used in market studies that will help McDonnell  Douglas serve you better in the future – as well as allowing you to  receive mailings and special offers from other companies,  governments, extremist groups, and mysterious consortia.

Comments or suggestions about our fighter planes? Please write to:

McDONNELL DOUGLAS CORPORATION
Marketing Department
Military Aerospace Division
P.O. Box 800, St. Louis, MO

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