全面而专业的市场调查问卷设计(巧克力为例).doc

Ut552 Project Sweet主体问卷Questionnaire循环表 Rotate OrderA类 A B类 BABC BCA CABDEF EFD FDE主体问卷U&A部分 Questionnaire U&A Part品牌认知 Brand Awareness不提示 TOMQ1.请问你看到或者听说哪些巧克力的品牌呢？还有吗？还有吗？将被访者回答的第一个品牌记录在“第一提及”Q1a（单选）下面，“其它提及”记录在Q1b（复选）下面Which chocolate brand have you seen or heard of? Probe (write the first brand name under TOM Q1a (SA); write others under Q1b (MA). 出示示卡 Show CardQ2.除了你刚才提到的品牌之外，你还看到或听说过卡片上的哪些巧克力品牌呢？还有吗？还有吗？（复选）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.请问你过去曾经买过哪些品牌的巧克力呢？ （复选）Which brand of chocolate have you purchased before? (MA)出示示卡 Show CardQ4. 请问您最常买的是哪个品牌的巧克力？（单选）Which brand of chocolate do you purchase most often? (SA)出示示卡 Show CardQ5请问您在过去6个月中曾经吃过哪些品牌的巧克力呢？（复选）Which brands of chocolate have you had in last 6 months? (MA) (Sara in the Chinese translaton, does “had” relate to “ate.” Yes Recommend to add some time period, like a year, so to read: Which brands of chocolate have you had I the past year?) I think if “6 months”is better?出示示卡 Show CardQ6请问您最常吃哪个品牌的巧克力？（单选）Which brand of chocolate do you have most often? (SA) (Sara add Mauna Loa, Patons direct competitors to HH and Guylian 2nd tier competitor to HH) Q1aQ1bQ2Q3Q4Q5Q6第一提及TOM其他提及Others (specify)提示提及Aided awareness买过Have purchased最常买Purchase most often吃过Have had最常吃Most often have好时 Hersheys1111111德芙 Dove2222222吉百利 Cadbury3333333M&M4444444奇巧 Kit kat (Nestle)5555555金帝 Le Coute6666666施华 Cemol7777777费列罗 Rocher (Ferrero)8888888士力架 Snicks9999999大昌儿童 Dachongertong10101010101010申丰 Shenfeng11111111111111迪妮 Derrys12121212121212瑞士莲 Lindt13131313131313美可馨 Meikexin14141414141414豪氏（Hawaiian Host）15151515151515My Hawaii16161616161616金莎（Trsor Dor） 17171717171717Mauna Loa18181818181818Patons19191919191919其他（请注明）Other (please specify)_97979797979797不知道/无 Dont know/No98989898989898消费习惯 Consuming Behavior出示示卡 Show CardQ7请问您平均多久购买一次巧克力？（单选）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 Once a week 5两星期一次 Once every 2 weeks 6两星期一次以下 Less 7出示示卡 Show CardQ8请问您经常在哪购买巧克力呢？（单选）Where do you often purchase chocolate? (SA)超市 Supermarket 1仓储式超市 Warehouse supermarket 2杂货店 Grocery 3糖果店 Candy shop 4便利店 Convenience shop 5其他（请注明）Other (please specify) 97出示示卡 Show CardQ9请问您购买巧克力通常作为什么用途？What is the normal use of chocolate?自己享用 Self consuming 1与同事/朋友分享 Share with friends2与家人分享 Share with family 3作为礼物送给恋人（一般场合）4Gift to lover (normal occasion)作为礼物送给恋人（特殊场合）5Gift to lover (special occasion)作为礼物送朋友 Gift to friends 6其他（请注明）Other (please specify) 97Q10请问您通常会购买什么包装的巧克力（包含太妃糖、巧克力棒等巧克力产品）？In which package do you usually purchase chocolate（include toffee ，bar）? Also candy bar精美礼盒装 Delicate gift pack 1 Sara- Is this is gift box? Yes袋装 Bag pack 2散装 Loose pack 3其他（请注明）_97Other, please specifyQ11请问您在购买巧克力的时候通常会考虑到哪些因素？ （多选）What factors do you usually consider when you are purchasing chocolate? (MA)Q12在所有考虑的因素中，您认为哪个因素最重要？（单选）Which is the most important factor? (SA) Q11 Q12品牌 Brand name 11价格 Price 22促销 Promotion 33包装精美 Nice packaging 44物有所值 Money for value 55口味 Taste 66产地 Origin 77购买方便 Purchase convenience 88香味（Aroma）99新鲜程度（Freshness）1010其他（请注明_） Other 97 97Sara: Also freshness. 出示示卡 Show CardQ13以下哪些描述巧克力的语句是符合您对巧克力的看法的？（多选）（没有对错，只需要您的真实看法）Do the following descriptions reflect your view of chocolate? (MA) (There will be no right or wrong, as we need your true opinion)高级的糖果 High class sweets 1最佳补充能量的食品 Best energy food 2表达爱意、甜蜜的食品3Food repressing affection and sweet容易长胖的食品 Fattening food 4不利于健康的食品 Unhealthy food 5好吃、上瘾的食品 Tasty and addicting food 6对自己的一种奖赏a deserved indulgence or treat7其他（请注明）_ Other 97Sara - Also, how about a deserved indulgence or treat出示示卡 Show Card Q14 请问您吃巧克力的频率？ The frequency you have chocolate Sara-Have meaning eat?yes一天一次以上More than once a day1一天一次Once a day2一星期4-6次4-6 times per week3一星期2-3次2-3 times per week4一星期一次Once a week5两星期一次Once every 2 weeks6两星期一次以下 Less 7Q15请问您通常喜欢吃什么类型的巧克力？What type of chocolate do you usually like to have? 牛奶巧克力 Milk chocolate 1黑巧克力 Black chocolate 2白巧克力 White chocolate 3果仁巧克力 Nuts chocolate 4太妃巧克力 Toffee chocolate 5酒心巧克力 Alcohol chocolate 6华夫巧克力 Waffle chocolate 7生巧克力 fresh chocolate 8 Sara- Im not sure what this is?its fresh chocolate.其他（请注明）_ Other 97 Q16.1请问您通常在一年中什么季节吃巧克力最多？In which season in a year do you have chocolate the most? 春季 Spring 1夏季 Summer 2秋季 Autumn 3冬季 Winter 4没有季节区别 No seasonal difference 5跳到Q17 go to Q17Q16.2 请问以下这些特殊的日子期间您购买巧克力最多？I For what occasions or holidays do you purchase chocolates the most?春节Spring day（chinese new year）元旦New Years情人节Valentines day结婚纪念日wedding anniversary自己或亲友、恋人的生日birthday of yours or your friends，lovers母亲节Mothers day儿童节Childrens day国庆节National day劳动节Labor day其他other _Sara Also, can you ask a question on seasonal purchase of chocolates? Ok Ie: For what occasions or holidays do you purchase chocolates the most? (ie: New Years, etc.)Q17您听说过夏威夷吗？Have you ever heard of Hawaii? 是 Yes 1 继续 Continue 否 No 2 跳到Q21a Go to Q21aQ18当我一提起夏威夷，您会想到什么？还有吗？还有吗？What do you think of when I mention Hawaii? Probe _Q19您知道夏威夷的什么东西比较有名吗？Do you know what is famous in Hawaii? _Q20夏威夷给你的主要印象是什么？What is your main impression of Hawaii? _A类产品测试部分 Testing Part for Product A A类1：Hawaiian Host部分产品代号_ Product code for Hawaiian Host访问员：现在我将出示一个巧克力产品的包装（记录包装代号_）给被访者足够的时间观察包装，然后问以下问题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.请问您第一眼看过包装后感觉如何？还有吗？还有吗？ What is your first impression of the packaging? Probe_出示示卡 Show Card Q22a.总的来说，您对这个包装的喜欢程度如何？请用1-5分来表示，1分代表非常不喜欢，5分代表非常喜欢。您可以选择任意的分数代表您的想法。？General speaking, how much do you like the packaging, please use 1-5 to indicate, 1 for dislike it very much and 5 for like it very much. You can choose between 1-5 freely to express your likeness 非常喜欢 Like very much 5喜欢 Like 4一般 Neither like it/Dislike 3不喜欢 Dislike 2非常不喜欢 Dislike very much 1Q23a您喜欢这个包装的哪些方面？还有吗？还有吗？ Which aspect of packaging do you like? Probe _Q24a您不喜欢这个包装的哪些方面？还有吗？还有吗？ Which aspect of packing do you dislike? Probe_出示示卡 Show Card Q25a对于这包装的每个部分，请用1-5分来表示您对这个包装的印象？Your impression on each part of the packing, using 1-5 to indicate从打X的开始循环 Rotate from X非常好Extremely good比较好Somewhat good一般/无所谓好坏Neither good/Bad有些不好Somewhat bad非常不好Extremely bad不知道Do not know色彩 Colour 543219图案 Pattern 543219设计风格 Design style 543219形状 Shape 543219包装方式 Pack method543219字体 Font 543219尺寸 Size 543219包装材质/质感 Material 543219出示示卡Q26a请再看一下包装，我想问您对这种包装的产品印象。下面我将读出一些语句来描述这种包装的产品，请您用1-5分来表示同意程度，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 whether you agree or not, 1 for totally disagree, 5 for totally agree.从打X的开始循环 Rotate from X非常同意Totally Agree 有些同意Somewhat agree无所谓同意/不同意Neither agree/disagree有些不同意Somewhat disagree非常不同意Totally Disagree 这是高品质的产品This is a product of high quality54321这是我愿意购买的品牌This is the brand Id like to buy54321这是个高档的品牌This is a premium brand54321这种产品适合女性This product suits for female54321这种产品适合孩子 This product suits for children54321它能使我心情舒畅 This product makes me feel happy54321这是由一家值得信赖的公司制造的This is made by a trustworthy company54321这是个适合送给朋友的产品 This is a goods for using as gift 54321这是个适合送给情人的产品This is a goods for giving to lover54321这是个适合自己享用的产品This is a goods for self consumptive54321这是个适合与朋友分享的产品This is a goods for sharing with friends54321访问员：下面想请您品尝一下这种巧克力被访者品尝巧克力Interviewer: Now we would like you taste the chocolateRespondents tasting chocolate出示示卡 Show Card Q27a总的来说，对这个产品口味的喜欢程度，请您用1-5分来表示，1分表示非常不喜欢，5分表示非常喜欢，您可以用1-5之间的任何分数来表示您的意见General 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非常喜欢 Like very much 5喜欢 Like 4一般 Neither like/dislike 3不喜欢 Dislike 2非常不喜欢 Dislike very much 1Q28a.您喜欢这个产品口味的哪些地方？还有吗？还有吗？ Which aspect of taste do you like? Probe_Q29a.您不喜欢这个产品口味的哪些地方？还有吗？还有吗？ Which aspect of taste do you dislike? Probe _出示示卡 Show Card Q30a.请问您用1-5分来对这个产品口味的每个方面打分？ Please comment each aspect of taste using 1-5从打X的开始循环 Rotate from X循环Rotate非常好Extremely good比较好 Relatively good一般/无所谓好坏Neither good/Bad有些不好Somewhat bad非常不好Extremely bad不知道Do not know色泽 Colour543219滑润度 Smoothness543219巧克力香度 Smell 543219脆度 Crispiness 543219回味 Aftertaste 543219太甜Too sweet 有点甜A bit too sweet适中Just right有点苦A bit too bitter 非常苦Extremely bitter不知道Do not know甜度 Sweetness543219太硬Too hard 有点硬A bit too hard适中Just right有点软A bit too soft 非常软Extremely soft不知道do not know硬度 Hardness 543219出示示卡 Show CardQ31a 不考虑产品的品牌和价格，就产品的包装和口味而言，你会去购买这个产品吗？Will you purchase the product for its packaging and taste, regardless brand and price?肯定会购买 Definitely will 5 跳至Q33a Go to Q33a可能会购买 Probably will 4 跳至Q33a Go to Q33a可能购买或不购买 Maybe/maybe not 3 跳至Q33a Go to Q33 a可能不会购买 Probably not 2 继续 Continue 肯定不会购买 Definitely not 1 继续 Continue Q32a请问您为什么这么认为？ Why? Please give some reasons_Q33a.您觉得这个产品合理价格以及可以接受的最高和最低（过低而让人怀疑产品品质）价格分别是多少？ What is the reasonable price and the acceptable lowest and highest prices for this product? 最容易接受的价格 Most acceptable price过高的价格Too high price过低而让人怀疑品质的价格Too low price to trigger suspicion in qualityA类2：Hawaiian Host部分产品代号_Product code for Hawaiian Host访问员：现在我将出示（另）一个巧克力产品的包装（记录包装代号_）给被访者足够的时间观察包装，然后问以下问题Interviewer: Now I will display another chocolate packaging. Write down packaging code _Give respondents enough time to inspect packaging before answer following questionsQ21b.请问您第一眼看过包装后感觉如何？还有吗？还有吗？ What is your first impression of the packaging? Probe_出示示卡 Show Card Q22b.总的来说，您对这个包装的喜欢程度如何？请用1-5分来表示，1分代表非常不喜欢，5分代表非常喜欢。您可以选择任意的分数代表您的想法。General speaking, how much do you like the packaging, please use 1-5 to indicate, 1 for dislike it very much and 5 for like it very much. You can choose between 1-5 freely to express your likeness 非常喜欢 Like very much 5喜欢 Like 4一般 Neither like it/Dislike 3不喜欢 Dislike 2非常不喜欢 Dislike very much 1Q23b您喜欢这个包装的哪些方面？还有吗？还有吗？ Which aspect of packaging do you like? Probe _Q24b您不喜欢这个包装的哪些方面？还有吗？还有吗？ Which aspect of packing do you dislike? Probe_出示示卡 Show Card Q25b对于这包装的每个部分，请用1-5分来表示您对这个包装的印象？Your impression on each part of the packing, using 1-5 to indicate从打X的开始循环 Rotate from X非常好Extremely good比较好Somewhat good一般/无所谓好坏Neither good/Bad有些不好Somewhat bad非常不好Extremely bad不知道Do not know色彩 Colour 543219图案 Pattern 543219设计风格 Design style 543219形状 Shape 543219包装方式 Pack method543219字体 Font 543219尺寸 Size 543219包装材质/质感 Material 543219出示示卡Q26b请再看一下包装，我想问您对这种包装的产品印象。下面我将读出一些语句来描述这种包装的产品，请您用1-5分来表示同意程度，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 whether you agree or not, 1 for totally disagree, 5 for totally agree.从打X的开始循环 Rotate from X非常同意Totally Agree 有些同意Somewhat agree无所谓同意/不同意Neither agree/disagree有些不同意Somewhat disagree非常不同意Totally Disagree 这是高品质的产品This is a product of high quality54321这是我愿意购买的品牌This is the brand Id like to buy54321这是个高档的品牌This is a premium brand54321这种产品适合女性This product suits for female54321这种产品适合孩子 This product suits for children54321它能使我心情舒畅 This product makes me feel happy54321这是由一家值得信赖的公司制造的This is made by a trustworthy company54321这是个适合送给朋友的产品 This is good for using as gift 54321这是个适合送给情人的产品This is good for giving to lover54321这是个适合自己享用的产品This is good for self consuming 54321这是个适合与朋友分享的产品This is good for sharing with friends54321访问员：下面想请您品尝一下这种巧克力被访者品尝巧克力Interviewer: Now we would like you taste the chocolateRespondents tasting chocolate出示示卡 Show Card Q27b总的来说，对这个产品口味的喜欢程度，请您用1-5分来表示，1分表示非常不喜欢，5分表示非常喜欢，您可以用1-5之间的任何分数来表示您的意见General 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非常喜欢 Like very much 5喜欢 Like 4一般 Neither like/dislike 3不喜欢 Dislike 2非常不喜欢 Dislike very much 1Q28b.您喜欢这个产品口味的哪些地方？还有吗？还有吗？ Which aspect of taste do you like? Probe_Q29b.您不喜欢这个产品口味的哪些地方？还有吗？还有吗？ Which aspect of taste do you dislike? Probe _出示示卡 Show Card Q30b.请问您用1-5分来对这个产品口味的每个方面打分？ Please comment each aspect of taste using 1-5从打X的开始循环 Rotate from X循环Rotate非常好Extremely good比较好 Relatively good一般/无所谓好坏Neither good/Bad有些不好Somewhat bad非常不好Extremely bad不知道Do not know色泽 Colour543219滑润度 Smoothness543219巧克力香度 Smell 543219脆度 Crispiness 543219回味 Aftertaste 543219太甜Too sweet 有点甜A bit too sweet适中Just right有点苦A bit too bitter 非常苦Extremely bitter不知道Do not know甜度 Sweetness543219太硬Too hard 有点硬A bit too hard适中Just right有点软A bit too soft 非常软Extremely soft不知道do not know硬度 Hardness 543219出示示卡 Show CardQ31b 不考虑产品的品牌和价格，就产品的包装和口味而言，你会去购买这个产品吗？Will you purchase the product for its packaging and taste, regardless brand and price?肯定会购买 Definitely will 5 跳至Q33b G