Hello,
You are invited to participate in our survey. It will analyse the factors that influence the decision of whether or not to travel as a ‘space tourist’ in the future. This facility is fast becoming a reality and your answers will help shape a pricing and product strategy for one provider of ‘space tourism’.
The questionnaire should take no more than 10-15 minutes to complete.
Thank you in advance for your participation
Background:
‘For years I have dreamt of seeing the beauty of our planet from space, experiencing weightlessness and fully appreciating for the first time that our tiny
planet is part of something so much bigger’
Sir Richard Branson, Entrepreneur and Astronaut-in-waiting.
On 4th October 2004, SpaceShipOne (SS1) rocketed into history by achieving what only three of the world’s most powerful nations had done before …they put a man in Space. SS1 was jointly funded by Microsoft’s Paul Allen and Virgin’s Sir Richard Branson. On completion of two successful journeys they claimed the $10 million ‘X Prize’ for doing so.
This gave birth to Virgin Galactic (VG), with a mission of delivering affordable space travel to the masses and ending the government monopoly on space tourism. Development work on SS2 is ongoing and fully funded to completion with testing dates in late 2007. This will be a commercially viable Space Ship with up to 9 people on board, with daily flights from the Space Port in New Mexico, currently under design / construction.
The first scheduled flight is due in 2008 and over 150 people have already paid deposits to reserve their place in the queue, with a further 30,000 registered.
Virgin Galactic will offer ‘sub-orbital’ rather than the more well known space travel (a la Apollo 11) which is classified as ‘orbital’. The internationally recognised definition of space is 62km.
There are now a number of competitors trying to emulate VG, at different stages of development, and therefore differentiating VG’s offering is key. Our assignment will focus on the product and pricing strategy.
Your participation in this study is completely voluntary.
Your survey responses will be strictly confidential and data from this research will be reported only in the aggregate. Your information will be coded and will remain confidential.
Thank you very much for your time and support. Closing date for completion of this survey is 14th April 2006.
Please start with the survey now by clicking on the Continue button below.
1.
Would you ever consider travelling to sub-orbital space?
2.
If you answered yes or maybe to question 1, please put a ranking number on each of criteria below between a scale of 1-5. With 5 Very Important and 1 being completely unimportant : Medical & fitness training Collecting your Astronaut Wings The ability for weightlessness Ability to take pictures of Earth The sense of danger / risk See the true blackness of space See curvature of the Earth On completion of Question 2, please proceed to Question 4 3.
If you answered no to question 1, was this because of any of the following? On completion of Question 3, please proceed to Question 10 4.
Under the presumption that you are interested in sub-orbital space travel, and given that there is no true reference price available (the current “space tourists” have paid c. £15m for orbital travel to the International Space Station) what do you think would represent fair value for a trip to space? Questions 5-9 aim to identify how your willingness to a pay specific amount for space tourism varies over time. Thus these questions may appear repetitive. 5.
Continuing from question 4 when do you think you will be able to afford to pay £20,000 – £40,000? 6.
Continuing from question 4 when do you think you will be able to afford to pay £41,000 – £80,000? 7.
Continuing from question 4 when do you think you will be able to afford to pay £81,000 – £110,000? 8.
Continuing from question 4 when do you think you will be able to afford to pay £111,000 – £150,000? 9. Continuing from question 4 when do you think you will be able to afford to pay £151,000 – £200,000? 10.
Of the following 'once-in-a-lifetime' opportunities, which of the following would you want to do? 11.
If you wanted to travel to sub-orbital space, would the amount you are willing to pay, depend on the brand or reputation of the organisation offering the service? 12.
Would the amount you are willing to pay to travel to space vary if the organisation already had experience and a good track record of airline travel? 13.
Please enter the reason for your chosen response in space provided below the 'Why' option.
If you wanted to travel to sub-orbital space would the amount you are willing to pay vary if you knew the organisation providing the service was Virgin? 14.
Would you be willing to pay a reservation fee to reserve a space on the Virgin galactic flights? 15.
As a percentage, how much of the total fee (if the fee was c.£110k) would you be willing to put down as a fully refundable deposit? 16.
Would the amount you are willing to pay vary if there was the ability to jump the queue and be one of the first to experience space travel? 17.
If you are unable or unwilling to pay for travel to sub-orbital space would you be willing to pay for space activities such as theme parks, museums or simulated space activities at a space station on earth? 18.
Now that you know a little bit more, what is your level of interest in Virgin Galactic? 19.
Please select a maximum of two options for this question.
I would travel on the Virgin Galactic if; 20.
What is your annual current income (British Pounds Sterling)? 21.
What age range do you fall under? 22.
What industry do you work in? |
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