全面而专业的市场调查问卷的设计.doc

PAGE Ut552 Project Sweet主体问卷Questionnaire循环表 Rotate OrderA类 A B类 B?ABC ?BCA ?CAB?DEF ?EFD ?FDE主体问卷—UA部分 Questionnaire – UA 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, Paton’s [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 Hershey’s1111111德芙 Dove2222222吉百利 Cadbury3333333MM4444444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 Derry’s12121212121212瑞士莲 Lindt13131313131313美可馨 Meikexin14141414141414豪氏（Hawaiian Host）15151515151515My Hawaii16161616161616金莎（Trésor Doré） 17171717171717Mauna Loa18181818181818Paton’s19191919191919其他（请注明）Other (please specify)____________97979797979797不知道/无 Don’t 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 of