全面而应用专业市场调查问卷设计（巧克力为例）.docVIP

Ut552 Project Sweet主体问卷 Questionnaire 循环表 Rotate Order A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] TOM Q1. 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 Card Q2. 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 Card Q3. 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 Card Q4. 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 Card Q5 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 Card Q6 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]) Q1a Q1b Q2 Q3 Q4 Q5 Q6 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’s 1 1 1 1 1 1 1 德芙 Dove 2 2 2 2 2 2 2 吉百利 Cadbury 3 3 3 3 3 3 3 MM 4 4 4 4 4 4 4 奇巧 Kit kat (Nestle) 5 5 5 5 5 5 5 金帝 Le Coute 6 6 6 6 6 6 6 施华 Cemol 7 7 7 7 7 7 7 费列罗 Rocher (Ferrero) 8 8 8 8 8 8 8 士力架 Snicks 9 9 9 9 9 9 9 大昌儿童 Dachongertong 10 10 10 10 10 10 10 申丰 Shenfeng 11 11 11 11 11 11 11 迪妮 Derry’s 12 12 12 12 12 12 12 瑞士莲 Lindt 13 13 13 13 13 13 13 美可馨 Meikexin 14 14 14 14 14 14 14 豪氏（Hawaiian Host） 15 15 15 15 15 15 15 My Hawaii 16 16 16 16 16 16 16 金莎（Trésor Doré） 17 17 17 17 17 17 17 Mauna Loa 18 18 18 18