全面而应用专业市场调研问卷设计（巧克力为例）.docVIP

PAGE / NUMPAGES 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地品牌呢？还有吗？还有吗？[将被访者回答地第一个品牌记录在“第一提及”Q1a（单选）下面，“其它提及”记录在Q1b（复选）下面]文档收集自网络，仅用于个人学习 Which chocolate brand have you seen or heard of? Probe (write the first brand name under TOM Q1a (SA)。 write others under Q1b (MA). 文档收集自网络，仅用于个人学习 [出示示卡] Show Card Q2. 除了你刚才提到地品牌之外，你还看到或听说过卡片上地哪些巧克力品牌呢？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文档收集自网络，仅用于个人学习 [出示示卡] Show Card Q3. 请问你过去曾经买过哪些品牌地巧克力呢？（复选） Which brand of chocolate have you purchased before? (MA)文档收集自网络，仅用于个人学习 [出示示卡] Show Card Q4. 请问您最常买地是哪个品牌地巧克力？（单选） Which brand of chocolate do you purchase most often? (SA)文档收集自网络，仅用于个人学习 [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地巧克力呢？（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文档收集自网络，仅用于个人学习 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?文档收集自网络，仅用于个人学习 [出示示卡] Show Card Q6 请问您最常吃哪个品牌地巧克力？（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]) 文档收集自网络，仅用于个人学习 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