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1、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 n
2、ame 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
3、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 Re
4、commend 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
5、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)888888
6、8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
7、)_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
8、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 consumin
9、g 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（inclu
10、de 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
11、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
12、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 a
13、ddicting 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
