[經(jīng)管營(yíng)銷]HawaiianHostdraftmainquestionnaire01E0205全面而專業(yè)市場(chǎng)調(diào)查問卷設(shè)計(jì)巧克力為例

1、Ut552 Project Sweet主體問卷Questionnaire循環(huán)表Rotate OrderA類AB類BABCBCACABDEFEFDFDE主體問卷 U&A 部分QuestionnaireU&A Part品牌認(rèn)知Brand Awareness不提示 TOMQ1. 請(qǐng)問你看到或者聽說(shuō)哪些巧克力的品牌呢？還有嗎？還有嗎？將被訪者回答的第一個(gè)品牌記錄在“第一提及 ” Q1a（單選）下面，“其它提及 ”記錄在Q1b （復(fù)選）下面Which chocolate brand have you seen or heard of?Probe (write the first bran

2、d name under TOM Q1a (SA);write others under Q1b (MA).出示示卡 Show CardQ2. 除了你剛才提到的品牌之外，你還看到或聽說(shuō)過卡片上的哪些巧克力品牌呢？還有嗎？還有嗎？（復(fù)選）Besides the brand name you have mentioned, have you seen or heard of any chocolate brand names on the card? (MA) Probe出示示卡 Show CardQ3.請(qǐng)問你過去曾經(jīng)買過哪些品牌的巧克力呢？（復(fù)選）Which brand of chocolate

3、 have you purchased before? (MA)出示示卡 Show CardQ4.請(qǐng)問您最常買的是哪個(gè)品牌的巧克力？（單選）Which brand of chocolate do you purchase most often? (SA)出示示卡 Show CardQ5 請(qǐng)問您 在過去 6 個(gè)月中 曾經(jīng)吃過哪些品牌的巧克力呢？（復(fù)選）Which brands of chocolate have you hadin last 6 months? (MA ) (Sara in the Chinese translaton, does“ had” relate to“ ateYes.

4、 ”Recommend to add some time period, like a year, so to read: Which brands of chocolate have you had I thepast year?) I think if“6 months ”is better?出示示卡 Show CardQ6 請(qǐng)問您最常吃哪個(gè)品牌的巧克力？（單選）Which brand of chocolate do you have most often? (SA)(Saraadd Mauna Loa, Paton s direct competitorsto HH and Guylia

5、n 2nd tier competitor to HH)Q1aQ1bQ2Q3Q4Q5Q6第一提其他提及提示提及買過最常買吃過最常吃及OthersAidedHavePurchaseHaveMostTOM(specify)awarenesspurchasedmosthadoftenoftenhave好時(shí) Hersheys1111111德芙 Dove2222222吉百利 Cadbury3333333M&M4444444奇巧 Kit kat (Nestle)5555555金帝 Le Coute6666666施華 Cemol7777777費(fèi)列羅 Rocher (Ferrero)8888888士力

6、架 Snicks9999999大昌兒童 Dachongertong10101010101010申豐 Shenfeng11111111111111迪妮 Derry s12121212121212瑞士蓮 Lindt13131313131313美可馨 Meikexin14141414141414豪氏（ Hawaiian Host ）15151515151515Ref. ut5331My Hawaii16161616161616金莎（ Tr ésor Doré）17171717171717Mauna Loa18181818181818Paton s19191919191919其他（

7、請(qǐng)注明）Other (please97979797979797specify)_98989898989898不知道 / 無(wú) Dont know/NoRef. ut5332消費(fèi)習(xí)慣Consuming Behavior出示示卡 Show CardQ7請(qǐng)問您平均多久購(gòu)買一次巧克力？（單選）How often do you purchase chocolate? (SA)一天一次以上 More than once a day .1一天一次 Once a day .2一星期4-6 次 4-6 times per week .3一星期2-3 次 2-3 times per week .4一星期一次 Onc

8、e a week .5兩星期一次 Once every 2 weeks .6兩星期一次以下 Less .7出示示卡 Show CardQ8請(qǐng)問您經(jīng)常在哪購(gòu)買巧克力呢？（單選）Where do you often purchase chocolate? (SA)超市 Supermarket .1倉(cāng)儲(chǔ)式超市 Warehouse supermarket .2雜貨店 Grocery .3糖果店 Candy shop .4便利店 Convenience shop .5其他（請(qǐng)注明） Other (please specify) .97出示示卡 Show CardQ9請(qǐng)問您購(gòu)買巧克力通常作為什么用途？Wh

9、at is the normal use of chocolate?自己享用 Self consuming .1與同事 /朋友分享 Share with friends .2與家人分享 Share with family .3作為禮物送給戀人（一般場(chǎng)合）.4Gift to lover (normal occasion)作為禮物送給戀人（特殊場(chǎng)合）.5Gift to lover (special occasion)作為禮物送朋友 Gift to friends .6其他（請(qǐng)注明） Other (please specify) .97Q10 請(qǐng)問您通常會(huì)購(gòu)買什么包裝的巧克力（包含太妃糖、巧克力棒等

10、巧克力產(chǎn)品）？In which package do you usually purchase chocolate（ include toffee， bar ） ?Also candy bar精美禮盒裝Delicate gift pack 1Sara- Is this is gift box?Yes袋裝 Bag pack.2散裝 Loose pack .3其他（請(qǐng)注明）_. 97Other, please specifyRef. ut5333Q11 請(qǐng)問您在購(gòu)買巧克力的時(shí)候通常會(huì)考慮到哪些因素？（多選）What factors do you usually consider when you

11、are purchasing chocolate? (MA)Q12 在所有考慮的因素中，您認(rèn)為哪個(gè)因素最重要？（單選）Which is the most important factor? (SA)Q11Q12品牌 Brand name .11價(jià)格 Price .22促銷 Promotion .33包裝精美 Nice packaging .44物有所值 Money for value .55口味 Taste .66產(chǎn)地 Origin .77購(gòu)買方便 Purchase convenience .88香味（ Aroma） . .99新鮮程度（ Freshness ） .1010其他（請(qǐng)注明 _ ）

12、 Other .9797Sara: Also freshness .出示示卡 Show CardQ13以下哪些描述巧克力的語(yǔ)句是符合您對(duì)巧克力的看法的？（多選）（沒有對(duì)錯(cuò)，只需要您的真實(shí)看法）Do the following descriptions reflect your view of chocolate? (MA) (There will be no right or wrong, as we need your true opinion)高級(jí)的糖果 High class sweets .1最佳補(bǔ)充能量的食品Best energy food .2表達(dá)愛意、甜蜜的食品 .3Food re

13、pressing affection and sweet容易長(zhǎng)胖的食品 Fattening food .4不利于健康的食品Unhealthy food .5好吃、上癮的食品 Tasty and addicting food. 6對(duì)自己的一種獎(jiǎng)賞a deserved indulgence or treat7其他（請(qǐng)注明） _ Other .97Sara - Also, how about a deserved indulgence or treat出示示卡 Show CardQ14請(qǐng)問您吃巧克力的頻率？The frequency you have chocolateSara-Have meani

14、ng eat?yes一天一次以上 More than once a day .1一天一次 Once a day .2一星期4-6次 4-6 times per week .3一星期2-3次 2-3 times per week .4一星期一次 Once a week .5兩星期一次 Once every 2 weeks .6兩星期一次以下 Less .7Ref. ut5334Q15請(qǐng)問您通常喜歡吃什么類型的巧克力？What type of chocolate do you usually like to have?牛奶巧克力Milk chocolate1黑巧克力Black chocolate2

15、白巧克力White chocolate3果仁巧克力Nuts chocolate4太妃巧克力Toffee chocolate5酒心巧克力Alcohol chocolate6華夫巧克力Waffle chocolate7生巧克力fresh chocolate 8Sara- I m not sure what this is?it s fresh chocolate.其他（請(qǐng)注明）_ Other97Q16.1 . 請(qǐng)問您通常在一年中什么季節(jié)吃巧克力最多？In which season in a year do you have chocolate the most?春季 Spring1夏季 Summe

16、r2秋季 Autumn3冬季 Winter4沒有季節(jié)區(qū)別No seasonal difference 5跳到 Q17 go to Q17Q16.2請(qǐng)問以下這些特殊的日子期間您購(gòu)買巧克力最多？I For what occasions or holidays do you purchase chocolates the most?春節(jié) Spring day （ chinese new year）元旦 New Years情人節(jié)Valentine sday結(jié)婚紀(jì)念日wedding anniversary自己或親友、戀人的生日birthday of yours or your friends， love

17、r s母親節(jié)Mother s day兒童節(jié)Children sday國(guó)慶節(jié)National day勞動(dòng)節(jié)Labor day其他 other _Sara Also, can you ask a question on seasonal purchase of chocolates?OkIe: For what occasions or holidays do you purchase chocolates the most? (ie: New Years, etc.)Q17 您聽說(shuō)過夏威夷嗎？Have you ever heard of Hawaii?是 Yes .1繼續(xù) Continue否 N

18、o .2跳到 Q21a Go to Q21aQ18 當(dāng)我一提起夏威夷，您會(huì)想到什么？還有嗎？還有嗎？What do you think of when I mention Hawaii? Probe_Q19 您知道夏威夷的什么東西比較有名嗎？Ref. ut5335Do you know what is famous in Hawaii?_Q20 夏威夷給你的主要印象是什么？What is your main impression of Hawaii?_Ref. ut5336A 類產(chǎn)品測(cè)試部分Testing Part for Product AA 類 1：Hawaiian Host部分產(chǎn)品代號(hào)

19、_Product code for Hawaiian Host訪問員：現(xiàn)在我將出示一個(gè)巧克力產(chǎn)品的包裝（記錄包裝代號(hào)_ ）給被訪者足夠的時(shí)間觀察包裝，然后問以下問題Interviewer: Now I will display the packaging of a chocolate product; write down the code _Give respondents in enough time to inspect the packaging after they answer the following questionsQ21a. 請(qǐng)問您第一眼看過包裝后感覺如何？還有嗎？還有嗎

20、？What is your first impression of the packaging? Probe_出示示卡 Show CardQ22a. 總的來(lái)說(shuō)，您對(duì)這個(gè)包裝的喜歡程度如何？請(qǐng)用1-5 分來(lái)表示， 1 分代表非常不喜歡，5 分代表非常喜歡。您可以選擇任意的分?jǐn)?shù)代表您的想法。？General speaking, how much do you like the packaging, please use 1-5 to indicate, 1 for dislike it very much and5 for like it very much. You can choose bet

21、ween 1-5 freely to express your likeness非常喜歡 Like very much .5喜歡 Like .4一般 Neither like it/Dislike .3不喜歡 Dislike . .2非常不喜歡 Dislike very much .1Q23a 您喜歡這個(gè)包裝的哪些方面？還有嗎？還有嗎？Which aspect of packaging do you like? Probe_Q24a 您不喜歡這個(gè)包裝的哪些方面？還有嗎？還有嗎？Which aspect of packing do you dislike? Probe_出示示卡 Show Car

22、dQ25a 對(duì)于這包裝的每個(gè)部分，請(qǐng)用1-5分來(lái)表示您對(duì)這個(gè)包裝的印象？Your impression on each part of the packing, using 1-5 to indicate從打 X 的開始循環(huán) Rotate from X非常好比較好一般 /無(wú)所有些不好非常不好不知道ExtremelySomewhat謂好壞SomewhatExtremelyDo notgoodgoodNeitherbadbadknowgood/Bad色彩 Colour543219圖案 Pattern543219設(shè)計(jì)風(fēng)格 Design style543219形狀 Shape543219包裝方式 Pa

23、ck method543219字體 Font543219尺寸 Size543219Ref. ut5337包裝材質(zhì) /質(zhì)感 Material543219Ref. ut5338出示示卡 Q26a 請(qǐng)?jiān)倏匆幌掳b，我想問您對(duì)這種包裝的產(chǎn)品印象。下面我將讀出一些語(yǔ)句來(lái)描述這種包裝的產(chǎn)品，請(qǐng)您用1-5分來(lái)表示同意程度， 1 分表示非常不同意， 5表示非常同意Please inspect the packaging again. I read out the following descriptions and please use 1-5 to indicate whetheryou agree or

24、not, 1 for totally disagree, 5 for totally agree.從打 X 的開始循環(huán) Rotate from X非常同有些同意無(wú)所謂同意 /不有些不同意非常不同意意Somewhat同意SomewhatTotallyTotallyagreeNeitherdisagreeDisagreeAgreeagree/disagree這是高品質(zhì)的產(chǎn)品54321This is a product of high quality這是我愿意購(gòu)買的品牌54321This is the brand I d like to buy這是個(gè)高檔的品牌54321This is a premi

25、um brand這種產(chǎn)品適合女性54321This product suits for female這種產(chǎn)品適合孩子54321This product suits for children它能使我心情舒暢54321Thisproduct makesmefeelhappy這是由一家值得信賴的公司制造54321的Thisis made by a trustworthycompany這是個(gè)適合送給朋友的產(chǎn)品54321This is a goods for using as gift這是個(gè)適合送給情人的產(chǎn)品54321Thisis a goods forgivingtolover這是個(gè)適合自己享用的產(chǎn)品

26、54321Thisis a goodsforselfconsumptive這是個(gè)適合與朋友分享的產(chǎn)品54321This is a goods for sharing withfriends訪問員：下面想請(qǐng)您品嘗一下這種巧克力被訪者品嘗巧克力 Interviewer: Now we would like you taste the chocolateRespondents tasting chocolate出示示卡 Show CardQ27a 總的來(lái)說(shuō)，對(duì)這個(gè)產(chǎn)品口味的喜歡程度，請(qǐng)您用1-5 分來(lái)表示， 1 分表示非常不喜歡， 5 分表示非常喜歡，您可以用 1-5 之間的任何分?jǐn)?shù)來(lái)表示您的意見G

27、eneral speaking, how much do you like the taste, using 1-5 to indicate, 1 for dislike it very much, 5 for like it very much. You can use 1-5 to indicate your likeness非常喜歡Like very much5喜歡 Like4一般 Neither like/dislike3不喜歡 Dislike.2Ref. ut5339非常不喜歡Dislike very much1Q28a. 您喜歡這個(gè)產(chǎn)品口味的哪些地方？還有嗎？還有嗎？Which a

28、spect of taste do you like? Probe_Q29a. 您不喜歡這個(gè)產(chǎn)品口味的哪些地方？還有嗎？還有嗎？Which aspect of taste do you dislike? Probe_Ref. ut53310出示示卡 Show CardQ30a. 請(qǐng)問您用1-5 分來(lái)對(duì)這個(gè)產(chǎn)品口味的每個(gè)方面打分？Please comment each aspect of taste using 1-5從打 X 的開始循環(huán) Rotate from X循環(huán)非常好比較好一般 /無(wú)所有些不好非常不好不知道RotateExtremelyRelatively謂好壞SomewhatExtre

29、melyDo notgoodgoodNeitherbadbadknowgood/Bad色澤 Colour543219滑潤(rùn)度 Smoothness543219巧克力香度 Smell543219脆度 Crispiness543219回味 Aftertaste543219太甜有點(diǎn)甜適中有點(diǎn)苦非常苦不知道TooA bit tooJust rightA bit tooExtremelyDo notsweetsweetbitterbitterknow甜度 Sweetness543219太硬有點(diǎn)硬適中有點(diǎn)軟非常軟不知道Too hardA bit tooJust rightA bit tooExtremely

30、do nothardsoftsoftknow硬度 Hardness543219出示示卡 Show CardQ31a 不考慮產(chǎn)品的品牌和價(jià)格，就產(chǎn)品的包裝和口味而言，你會(huì)去購(gòu)買這個(gè)產(chǎn)品嗎？Will you purchase the product for its packaging and taste, regardless brand and price?肯定會(huì)購(gòu)買Definitely will .5跳至 Q33a Go to Q33a可能會(huì)購(gòu)買Probably will .4跳至 Q33a Go to Q33a可能購(gòu)買或不購(gòu)買 Maybe/maybe not .3跳至 Q33a Go to

31、Q33 a可能不會(huì)購(gòu)買Probably not .2繼續(xù) Continue肯定不會(huì)購(gòu)買Definitely not .1繼續(xù) ContinueQ32a 請(qǐng)問您為什么這么認(rèn)為？Why? Please give some reasons_Q33a. 您覺得這個(gè)產(chǎn)品合理價(jià)格以及可以接受的最高和最低（過低而讓人懷疑產(chǎn)品品質(zhì)）價(jià)格分別是多少？What is the reasonable price and the acceptable lowest and highest prices for this product?最容易接受的價(jià)格Most acceptable price過高的價(jià)格Too high

32、 price過低而讓人懷疑品質(zhì)的價(jià)格Toolowpricetotriggersuspicion in qualityRef. ut53311A 類 2：Hawaiian Host部分產(chǎn)品代號(hào) _Product code for Hawaiian Host訪問員：現(xiàn)在我將出示（另）一個(gè)巧克力產(chǎn)品的包裝（記錄包裝代號(hào)_ ） 給被訪者足夠的時(shí)間觀察包裝，然后問以下問題Interviewer: Now I will display another chocolate packaging. Write down packaging code _Give respondents enough time t

33、o inspect packaging before answer following questionsQ21b. 請(qǐng)問您第一眼看過包裝后感覺如何？還有嗎？還有嗎？What is your first impression of the packaging? Probe_出示示卡 Show CardQ22b. 總的來(lái)說(shuō)，您對(duì)這個(gè)包裝的喜歡程度如何？請(qǐng)用1-5 分來(lái)表示， 1 分代表非常不喜歡，5 分代表非常喜歡。您可以選擇任意的分?jǐn)?shù)代表您的想法。G eneral speaking, how much do you like the packaging, please use 1-5 to indicate, 1 for dislike it very much and5 for like it very much. You can choose between 1-5 freely to express your likeness非常喜歡 Like very much .5喜歡 Like .4一般 Neither like i