全面而专业的市场调查问卷设计(巧克力为例)

Ut552ProjectSweet主体问卷Questionnaire循环表RotateOrderA类AB类BABCBCACABDEFEFDFDE主体问卷—U&A部分Questionnaire–U&APart品牌认知BrandAwareness[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]Whichchocolatebrandhaveyouseenorheardof?Probe(writethefirstbrandnameunderTOMQ1a(SA);writeothersunderQ1b(MA).[出示示卡]ShowCardQ2.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）Besidesthebrandnameyouhavementioned,haveyouseenorheardofanychocolatebrandnamesonthecard?(MA)Probe[出示示卡]ShowCardQ3.请问你过去曾经买过哪些品牌的巧克力呢？（复选）Whichbrandofchocolatehaveyoupurchasedbefore?(MA)[出示示卡]ShowCardQ4.请问您最常买的是哪个品牌的巧克力？（单选）Whichbrandofchocolatedoyoupurchasemostoften?(SA)[出示示卡]ShowCardQ5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）Whichbrandsofchocolatehaveyouhadinlast6months?(MA)(Sara–intheChinesetranslaton,does“had”relateto“ate.”YesRecommendtoaddsometimeperiod,likeayear,sotoread:WhichbrandsofchocolatehaveyouhadIthepastyear?)Ithinkif“6months”isbetter?[出示示卡]ShowCardQ6请问您最常吃哪个品牌的巧克力？（单选）Whichbrandofchocolatedoyouhavemostoften?(SA)(Sara–addMaunaLoa,Paton’s[directcompetitorstoHH]andGuylian[2ndtiercompetitortoHH])Q1aQ1bQ2Q3Q4Q5Q6第一提及TOM其他提及Others(specify)提示提及Aidedawareness买过Havepurchased最常买Purchasemostoften吃过Havehad最常吃Mostoftenhave好时Hershey’s1111111德芙Dove2222222吉百利Cadbury3333333M&M4444444奇巧Kitkat(Nestle)5555555金帝LeCoute6666666施华Cemol7777777费列罗Rocher(Ferrero)8888888士力架Snicks9999999大昌儿童Dachongertong10101010101010申丰Shenfeng11111111111111迪妮Derry’s12121212121212瑞士莲Lindt13131313131313美可馨Meikexin14141414141414豪氏（HawaiianHost）15151515151515MyHawaii16161616161616金莎（TrésorDoré）17171717171717MaunaLoa18181818181818Paton’s19191919191919其他（请注明）Other(pleasespecify)____________97979797979797不知道/无Don’tknow/No98989898989898消费习惯ConsumingBehavior[出示示卡]ShowCardQ7请问您平均多久购买一次巧克力？（单选）Howoftendoyoupurchasechocolate?(SA)一天一次以上Morethanonceaday..............1一天一次Onceaday.....................................2一星期4-6次4-6timesperweek..................3一星期2-3次2-3timesperweek..................4一星期一次Onceaweek...............................5两星期一次Onceevery2weeks...................6两星期一次以下Less.....................................7[出示示卡]ShowCardQ8请问您经常在哪购买巧克力呢？（单选）Wheredoyouoftenpurchasechocolate?(SA)超市Supermarket..........................................1仓储式超市Warehousesupermarket.............2杂货店Grocery...............................................3糖果店Candyshop........................................4便利店Convenienceshop.............................5其他（请注明）Other(pleasespecify).........97[出示示卡]ShowCardQ9请问您购买巧克力通常作为什么用途？Whatisthenormaluseofchocolate?自己享用Selfconsuming...............................1与同事/朋友分享Sharewithfriends................2与家人分享Sharewithfamily.........................3作为礼物送给恋人（一般场合）......................4Gifttolover(normaloccasion)作为礼物送给恋人（特殊场合）......................5Gifttolover(specialoccasion)作为礼物送朋友Gifttofriends.......................6其他（请注明）Other(pleasespecify).........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）？Inwhichpackagedoyouusuallypurchasechocolate（includetoffee，bar）?Alsocandybar精美礼盒装Delicategiftpack1Sara-Isthisisgiftbox?Yes袋装Bagpack................................................2散装Loosepack.............................................3其他（请注明）________________.............97Other,pleasespecifyQ11请问您在购买巧克力的时候通常会考虑到哪些因素？（多选）Whatfactorsdoyouusuallyconsiderwhenyouarepurchasingchocolate?(MA)Q12在所有考虑的因素中，您认为哪个因素最重要？（单选）Whichisthemostimportantfactor?(SA)Q11Q12品牌Brandname...........................................11价格Price.......................................................22促销Promotion...............................................33包装精美Nicepackaging...............................44物有所值Moneyforvalue..............................55口味Taste......................................................66产地Origin.....................................................77购买方便Purchaseconvenience...................88香味（Aroma）.................................................99新鲜程度（Freshness）................................1010其他（请注明_______）Other....................9797Sara:Also–freshness.[出示示卡]ShowCardQ13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）Dothefollowingdescriptionsreflectyourviewofchocolate?(MA)(Therewillbenorightorwrong,asweneedyourtrueopinion)高级的糖果Highclasssweets.......................1最佳补充能量的食品Bestenergyfood..........2表达爱意、甜蜜的食品....................................3Foodrepressingaffectionandsweet容易长胖的食品Fatteningfood......................4不利于健康的食品Unhealthyfood.................5好吃、上瘾的食品Tastyandaddictingfood..6对自己的一种奖赏adeservedindulgenceortreat7其他（请注明）_______Other....................97Sara-Also,howaboutadeservedindulgenceortreat[出示示卡]ShowCardQ14请问您吃巧克力的频率？ThefrequencyyouhavechocolateSara-Havemeaningeat?yes一天一次以上Morethanonceaday...............1一天一次Onceaday......................................2一星期4-6次4-6timesperweek...................3一星期2-3次2-3timesperweek...................4一星期一次Onceaweek................................5两星期一次Onceevery2weeks....................6两星期一次以下Less.....................................7Q15请问您通常喜欢吃什么类型的巧克力？Whattypeofchocolatedoyouusuallyliketohave?牛奶巧克力Milkcho