第1页共43页编号:时间:2021年x月x日书山有路勤为径,学海无涯苦作舟页码:第1页共43页Ut552ProjectSweet主体问卷Questionnaire循环表RotateOrderA类AB类BABCBCACABDEFEFDFDE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Aidedawarenes买过Havepurchased最常买Purchasemost吃过Havehad最常吃Mostoften第2页共43页第1页共43页编号:时间:2021年x月x日书山有路勤为径,学海无涯苦作舟页码:第2页共43页softenhave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第3页共43页第2页共43页编号:时间:2021年x月x日书山有路勤为径,学海无涯苦作舟页码:第3页共43页消费习惯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.......