全面而专业的市场调查问卷设计

全面而专业的市场调查问卷设计Questionnaire循环 表 关于同志近三年现实表现材料材料类招标技术评分表图表与交易pdf视力表打印pdf用图表说话 pdf RotateOrderA类AB类BABCBCACABDEFEFDFDE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〔单项选择〕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？〔单项选择〕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？〔单项选择〕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Aidedawareness买过Havepurchased最常买Purchasemostoften吃过Havehad最常吃Mostoftenhave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不明白/无Don’tknow/No98989898989898消费适应ConsumingBehavior[出示示卡]ShowCardQ7请问您平均多久购买一次巧克力？〔单项选择〕Howoftendoyoupurchasechocolate?(SA)一天一次以上Morethanonceaday1一天一次Onceaday2一星期4-6次4-6timesperweek3一星期2-3次2-3timesperweek4一星期一次Onceaweek5两星期一次Onceevery2weeks6两星期一次以下Less7[出示示卡]ShowCardQ8请问您经常在哪购买巧克力呢？〔单项选择〕Wheredoyouoftenpurchasechocolate?(SA)超市Supermarket1仓储式超市Warehousesupermarket2杂货店Grocery3糖果店Candyshop4便利店Convenienceshop5其他〔请注明〕Other(pleasespecify)97[出示示卡]ShowCardQ9请问您购买巧克力通常作什么缘故用途？Whatisthenormaluseofchocolate?自己享用Selfconsuming1与同事/朋友分享Sharewithfriends2与家人分享Sharewithfamily3作为礼物送给恋人〔一样场合〕4Gifttolover(normaloccasion)作为礼物送给恋人〔专门场合〕5Gifttolover(specialoccasion)作为礼物送朋友Gifttofriends6其他〔请注明〕Other(pleasespecify)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〕？Inwhichpackagedoyouusuallypurchasechocolate〔includetoffee，bar〕?Alsocandybar精美礼盒装Delicategiftpack1Sara-Isthisisgiftbox?Yes袋装Bagpack2散装Loosepack3其他〔请注明〕________________97Other,pleasespecifyQ11请问您在购买巧克力的时候通常会考虑到哪些因素？〔多项选择〕Whatfactorsdoyouusuallyconsiderwhenyouarepurchasingchocolate?(MA)Q12在所有考虑的因素中，您认为哪个因素最重要？〔单项选择〕Whichisthemostimportantfactor?(SA)Q11Q12品牌Brandname11价格Price22促销Promotion33包装精美Nicepackaging44物有所值Moneyforvalue55口味Taste66产地Origin77购买方便Purchaseconvenience88香味〔Aroma〕99新奇程度〔Freshness〕1010其他〔请注明_______〕Other9797Sara:Also–freshness.[出示示卡]ShowCardQ13以下哪些描述巧克力的语句是符合您对巧克力的看法的？〔多项选择〕〔没有对错，只需要您的真实看法〕Dothefollowingdescriptionsreflectyourviewofchocolate?(MA)(Therewillbenorightorwrong,asweneedyourtrueopinion)高级的糖果Highclasssweets1最正确补充能量的食品Bestenergyfood2表达爱意、甜蜜的食品3Foodrepressingaffectionandsweet容易长胖的食品Fatteningfood4不利于健康的食品Unhealthyfood5好吃、上瘾的食品Tastyandaddictingfood6对自己的一种奖赏adeservedindulgenceortreat7其他〔请注明〕_______Other97Sara-Also,howaboutadeservedindulgenceortreat[出示示卡]ShowCardQ14请问您吃巧克力的频率？ThefrequencyyouhavechocolateSara-Havemeaningeat?yes一天一次以上Morethanonceaday1一天一次Onceaday2一星期4-6次4-6timesperweek3一星期2-3次2-3timesperweek4一星期一次Onceaweek5两星期一次Onceevery2weeks6两星期一次以下Less7Q15请问您通常喜爱吃什么类型的巧克力？Whattypeofchocolatedoyouusuallyliketohave?牛奶巧克力Milkchocolate1黑巧克力Blackchocolate2白巧克力Whitechocolate3果仁巧克力Nutschocolate4太妃巧克力Toffeechocolate5酒心巧克力Alcoholchocolate6华夫巧克力Wafflechocolate7生巧克力freshchocolate8Sara-I’mnotsurewhatthisis?it’sfreshchocolate.其他〔请注明〕____Other97Q16.1请问您通常在一年中什么季节吃巧克力最多？Inwhichseasoninayeardoyouhavechocolatethemost?春季Spring1夏季Summer2秋季Autumn3冬季Winter4没有季节区别Noseasonaldifference5跳到Q17gotoQ17Q16.2请问以下这些专门的生活期间您购买巧克力最多？IForwhatoccasionsorholidaysdoyoupurchasechocolatesthemost?春节Springday〔chinesenewyear〕元旦NewYears情人节Valentine’sday结婚纪念日weddinganniversary自己或亲友、恋人的生日birthdayofyoursoryourfriend’s，lover’s母亲节Mother’sday儿童节Children’sday国庆节Nationalday劳动节Laborday其他other_______________Sara–Also,canyouaskaquestiononseasonalpurchaseofchocolates?OkIe:Forwhatoccasionsorholidaysdoyoupurchasechocolatesthemost?(ie:NewYears,etc.)Q17您听说过夏威夷吗？HaveyoueverheardofHawaii?是Yes1连续Continue否No2跳到Q21aGotoQ21aQ18当我一提起夏威夷，您会想到什么？还有吗？还有吗？WhatdoyouthinkofwhenImentionHawaii?Probe__________________________________________________________________________________________________________________________________________________________Q19您明白夏威夷的什么东西比较有名吗？DoyouknowwhatisfamousinHawaii?__________________________________________________________________________________________________________________________________________________________Q20夏威夷给你的要紧印象是什么？WhatisyourmainimpressionofHawaii?__________________________________________________________________________________________________________________________________________________________A类产品测试部分TestingPartforProductAA类1：HawaiianHost部分产品代号____ProductcodeforHawaiianHost[访问员：现在我将出示一个巧克力产品的包装〔记录包装代号___〕][给被访者足够的时刻观看包装，然后问以下问 题 快递公司问题件快递公司问题件货款处理关于圆的周长面积重点题型关于解方程组的题及答案关于南海问题 ]Interviewer:NowIwilldisplaythepackagingofachocolateproduct;writedownthecode_______GiverespondentsinenoughtimetoinspectthepackagingaftertheyanswerthefollowingquestionsQ21a.请问您第一眼看过包装后感受如何？还有吗？还有吗？Whatisyourfirstimpressionofthepackaging?Probe__________________________________________________________________________________________________________________________________________________________[出示示卡]ShowCardQ22a.总的来说，您对那个包装的喜爱程度如何？请用1-5分来表示，1分代表专门不喜爱，5分代表专门喜爱。您能够选择任意的分数代表您的方法。？Generalspeaking,howmuchdoyoulikethepackaging,pleaseuse1-5toindicate,1fordislikeitverymuchand5forlikeitverymuch.Youcanchoosebetween1-5freelytoexpressyourlikeness专门喜爱Likeverymuch5喜爱Like4一样Neitherlikeit/Dislike3不喜爱Dislike2专门不喜爱Dislikeverymuch1Q23a您喜爱那个包装的哪些方面？还有吗？还有吗？Whichaspectofpackagingdoyoulike?Probe__________________________________________________________________________________________________________________________________________________________Q24a您不喜爱那个包装的哪些方面？还有吗？还有吗？Whichaspectofpackingdoyoudislike?Probe__________________________________________________________________________________________________________________________________________________________[出示示卡]ShowCardQ25a关于这包装的每个部分，请用1-5分来表示您对那个包装的印象？Yourimpressiononeachpartofthepacking,using1-5toindicate[从打X的开始循环]RotatefromX专门好Extremelygood比较好Somewhatgood一样/无所谓好坏Neithergood/Bad有些不行Somewhatbad专门不行Extremelybad不明白Donotknow色彩Colour543219图案Pattern543219设计风格Designstyle543219形状Shape543219包装方式Packmethod543219字体Font543219尺寸Size543219包装材质/质感Material543219[出示示卡]Q26a请再看一下包装，我想问您对这种包装的产品印象。下面我将读出一些语句来描述这种包装的产品，请您用1-5分来表示同意程度，1分表示专门不同意，5表示专门同意Pleaseinspectthepackagingagain.Ireadoutthefollowingdescriptionsandpleaseuse1-5toindicatewhetheryouagreeornot,1fortotallydisagree,5fortotallyagree.[从打X的开始循环]RotatefromX专门同意TotallyAgree有些同意Somewhatagree无所谓同意/不同意Neitheragree/disagree有些不同意Somewhatdisagree专门不同意TotallyDisagree这是高品质的产品Thisisaproductofhighquality54321这是我情愿购买的品牌ThisisthebrandI’dliketobuy54321这是个高档的品牌Thisisapremiumbrand54321这种产品适合女性Thisproductsuitsforfemale54321这种产品适合小孩Thisproductsuitsforchildren54321它能使我心情舒服Thisproductmakesmefeelhappy54321这是由一家值得信任的公司制造的Thisismadebyatrustworthycompany54321这是个适合送给朋友的产品Thisisagoodsforusingasgift54321这是个适合送给情人的产品Thisisagoodsforgivingtolover54321这是个适合自己享用的产品Thisisagoodsforselfconsumptive54321这是个适合与朋友分享的产品Thisisagoodsforsharingwithfriends54321[访问员：下面想请您品尝一下这种巧克力][被访者品尝巧克力]Interviewer:NowwewouldlikeyoutastethechocolateRespondentstastingchocolate[出示示卡]ShowCardQ27a总的来说，对那个产品口味的喜爱程度，请您用1-5分来表示，1分表示专门不喜爱，5分表示专门喜爱，您能够用1-5之间的任何分数来表示您的意见Generalspeaking,howmuchdoyoulikethetaste,using1-5toindicate,1fordislikeitverymuch,5forlikeitverymuch.Youcanuse1-5toindicateyourlikeness专门喜爱Likeverymuch5喜爱Like4一样Neitherlike/dislike3不喜爱Dislike2专门不喜爱Dislikeverymuch1Q28a.您喜爱那个产品口味的哪些地点？还有吗？还有吗？Whichaspectoftastedoyoulike?Probe__________________________________________________________________________________________________________________________________________________________Q29a.您不喜爱那个产品口味的哪些地点？还有吗？还有吗？Whichaspectoftastedoyoudislike?Probe__________________________________________________________________________________________________________________________________________________________[出示示卡]ShowCardQ30a.请问您用1-5分来对那个产品口味的每个方面打分？Pleasecommenteachaspectoftasteusing1-5[从打X的开始循环]RotatefromX循环Rotate专门好Extremelygood比较好Relativelygood一样/无所谓好坏Neithergood/Bad有些不行Somewhatbad专门不行Extremelybad不明白Donotknow色泽Colour543219滑润度Smoothness543219巧克力香度Smell543219脆度Crispiness543219回味Aftertaste543219太甜Toosweet有点甜Abittoosweet适中Justright有点苦Abittoobitter专门苦Extremelybitter不明白Donotknow甜度Sweetness543219太硬Toohard有点硬Abittoohard适中Justright有点软Abittoosoft专门软Extremelysoft不明白donotknow硬度Hardness543219[出示示卡]ShowCardQ31a不考虑产品的品牌和价格，就产品的包装和口味而言，你会去购买那个产品吗？Willyoupurchasetheproductforitspackagingandtaste,regardlessbrandandprice?确信会购买Definitelywill5跳至Q33aGotoQ33a可能会购买Probablywill4跳至Q33aGotoQ33a可能购买或不购买Maybe/maybenot3跳至Q33aGotoQ33a可能可不能购买Probablynot2连续Continue确信可不能购买Definitelynot1连续ContinueQ32a请问您什么缘故这么认为？Why?Pleasegivesomereasons_________________________________________________________________________________________________________________________________________________________________Q33a.您觉得那个产品合理价格以及能够同意的最高和最低〔过低而让人怀疑产品品质〕价格分别是多少？Whatisthereasonablepriceandtheacceptablelowestandhighestpricesforthisproduct?最容易同意的价格Mostacceptableprice过高的价格Toohighprice过低而让人怀疑品质的价格ToolowpricetotriggersuspicioninqualityA类2：HawaiianHost部分产品代号____ProductcodeforHawaiianHost[访问员：现在我将出示〔另〕一个巧克力产品的包装〔记录包装代号___〕][给被访者足够的时刻观看包装，然后问以下问题]Interviewer:NowIwilldisplayanotherchocolatepackaging.Writedownpackagingcode_________GiverespondentsenoughtimetoinspectpackagingbeforeanswerfollowingquestionsQ21b.请问您第一眼看过包装后感受如何？还有吗？还有吗？Whatisyourfirstimpressionofthepackaging?Probe__________________________________________________________________________________________________________________________________________________________[出示示卡]ShowCardQ22b.总的来说，您对那个包装的喜爱程度如何？请用1-5分来表示，1分代表专门不喜爱，5分代表专门喜爱。您能够选择任意的分数代表您的方法。Generalspeaking,howmuchdoyoulikethepackaging,pleaseuse1-5toindicate,1fordislikeitverymuchand5forlikeitverymuch.Youcanchoosebetween1-5freelytoexpressyourlikeness专门喜爱Likeverymuch5喜爱Like4一样Neitherlikeit/Dislike3不喜爱Dislike2专门不喜爱Dislikeverymuch1Q23b您喜爱那个包装的哪些方面？还有吗？还有吗？Whichaspectofpackagingdoyoulike?Probe__________________________________________________________________________________________________________________________________________________________Q24b您不喜爱那个包装的哪些方面？还有吗？还有吗？Whichaspectofpackingdoyoudislike?Probe__________________________________________________________________________________________________________________________________________________________[出示示卡]ShowCardQ25b关于这包装的每个部分，请用1-5分来表示您对那个包装的印象？Yourimpressiononeachpartofthepacking,using1-5toindicate[从打X的开始循环]RotatefromX专门好Extremelygood比较好Somewhatgood一样/无所谓好坏Neithergood/Bad有些不行Somewhatbad专门不行Extremelybad不明白Donotknow色彩Colour543219图案Pattern543219设计风格Designstyle543219形状Shape543219包装方式Packmethod543219字体Font543219尺寸Size543219包装材质/质感Material543219[出示示卡]Q26b请再看一下包装，我想问您对这种包装的产品印象。下面我将读出一些语句来描述这种包装的产品，请您用1-5分来表示同意程度，1分表示专门不同意，5表示专门同意Pleaseinspectthepackagingagain.Ireadoutthefollowingdescriptionsandpleaseuse1-5toindicatewhetheryouagreeornot,1fortotallydisagree,5fortotallyagree.[从打X的开始循环]RotatefromX专门同意TotallyAgree有些同意Somewhatagree无所谓同意/不同意Neitheragree/disagree有些不同意Somewhatdisagree专门不同意TotallyDisagree这是高品质的产品Thisisaproductofhighquality54321这是我情愿购买的品牌ThisisthebrandI’dliketobuy54321这是个高档的品牌Thisisapremiumbrand54321这种产品适合女性Thisproductsuitsforfemale54321这种产品适合小孩Thisproductsuitsforchildren54321它能使我心情舒服Thisproductmakesmefeelhappy54321这是由一家值得信任的公司制造的Thisismadebyatrustworthycompany54321这是个适合送给朋友的产品Thisisgoodforusingasgift54321这是个适合送给情人的产品Thisisgoodforgivingtolover54321这是个适合自己享用的产品Thisisgoodforselfconsuming54321这是个适合与朋友分享的产品Thisisgoodforsharingwithfriends54321[访问员：下面想请您品尝一下这种巧克力][被访者品尝巧克力]Interviewer:NowwewouldlikeyoutastethechocolateRespondentstastingchocolate[出示示卡]ShowCardQ27b总的来说，对那个产品口味的喜爱程度，请您用1-5分来表示，1分表示专门不喜爱，5分表示专门喜爱，您能够用1-5之间的任何分数来表示您的意见Generalspeaking,howmuchdoyoulikethetaste,using1-5toindicate,1fordislikeitverymuch,5forlikeitverymuch.Youcanuse1-5toindicateyourlikeness专门喜爱Likeverymuch5喜爱Like4一样Neitherlike/dislike3不喜爱Dislike2专门不喜爱Dislikeverymuch1Q28b.您喜爱那个产品口味的哪些地点？还有吗？还有吗？Whichaspectoftastedoyoulike?Probe__________________________________________________________________________________________________________________________________________________________Q29b.您不喜爱那个产品口味的哪些地点？还有吗？还有吗？Whichaspectoftastedoyoudislike?Probe__________________________________________________________________________________________________________________________________________________________[出示示卡]ShowCardQ30b.请问您用1-5分来对那个产品口味的每个方面打分？Pleasecommenteachaspectoftasteusing1-5[从打X的开始循环]RotatefromX循环Rotate专门好Extremelygood比较好Relativelygood一样/无所谓好坏Neithergood/Bad有些不行Somewhatbad专门不行Extremelybad不明白Donotknow色泽Colour543219滑润度Smoothness543219巧克力香度Smell543219脆度Crispiness543219回味Aftertaste543219太甜Toosweet有点甜Abittoosweet适中Justright有点苦Abittoobitter专门苦Extremelybitter不明白Donotknow甜度Sweetness543219太硬Toohard有点硬Abittoohard适中Justright有点软Abittoosoft专门软Extremelysoft不明白donotknow硬度Hardness543219[出示示卡]ShowCardQ31b不考虑产品的品牌和价格，就产品的包装和口味而言，你会去购买那个产品吗？Willyoupurchasetheproductforitspackagingandtaste,regardlessbrandandprice?确信会购买Definitelywill5跳至Q33bGotoQ33b可能会购买Probablywill4跳至Q33bGotoQ33b可能购买或不购买Maybe/maybenot3跳至Q33bGotoQ33b可能可不能购买Probablynot2连续Continue确信可不能购买Definitelynot1连续ContinueQ32b请问您什么缘故这么认为？Why?Pleasegivereasons_________________________________________________________________________________________________________________________________________________________________Q33b.您觉得那个产品合理价格以及能够同意的最高和最低〔过低而让人怀疑产品品质〕价格分别是多少？Whatisthereasonablepriceandtheacceptablelowestandhighestpricesforthisproduct?最容易同意的价格Mostacceptableprice过高的价格Toohighprice过低而让人怀疑品质的价格ToolowpricetotriggersuspicioninqualityA类3：HawaiianHost部分产品代号____[访问员：现在我将出示〔另〕一个巧克力产品的包装〔记录包装代号___〕][给被访者足够的时刻观看包装，然后问以下问题]Interviewer:NowIwilldisplayanotherpackaging(writedownpackagingcode)GiverespondentsenoughtimetoinspectbeforetheyanswerquestionsQ21c.请问您第一眼看过包装后感受如何？还有吗？还有吗？Whatisyourfirstimpressionofthepackaging?Probe__________________________________________________________________________________________________________________________________________________________[出示示卡]ShowCardQ22c.总的来说，您对那个包装的喜爱程度如何？请用1-5分来表示，1分代表专门不喜爱，5分代表专门喜爱。您能够选择任意的分数代表您的方法。？Generalspeaking,howmuchdoyoulikethepackaging,pleaseuse1-5toindicate,1fordislikeitverymuchand5forlikeitverymuch.Youcanchoosebetween1-5freelytoexpressyourlikeness专门喜爱Likeverymuch5喜爱Like4一样Neitherlikeit/Dislike3不喜爱Dislike2专门不喜爱Dislikeverymuch1Q23c您喜爱那个包装的哪些方面？还有吗？还有吗？Whichaspectofpackagingdoyoulike?Probe__________________________________________________________________________________________________________________________________________________________Q24c您不喜爱那个包装的哪些方面？还有吗？还有吗？Whichaspectofpackingdoyoudislike?Probe__________________________________________________________________________________________________________________________________________________________[出示示卡]ShowCardQ25c关于这包装的每个部分，请用1-5分来表示您对那个包装的印象？Yourimpressiononeachpartofthepacking,using1-5toindicate[从打X的开始循环]RotatefromX专门好Extremelygood比较好Somewhatgood一样/无所谓好坏Neithergood/Bad有些不行Somewhatbad专门不行Extremelybad不明白Donotknow色彩Colour543219图案Pattern543219设计风格Designstyle543219形状Shape543219包装方式Packmethod543219字体Font543219尺寸Size543219包装材质/质感Material543219[出示示卡]Q26c请再看一下包装，我想问您对这种包装的产品印象。下面我将读出一些语句来描述这种包装的产品，请您用1-5分来表示同意程度，1分表示专门不同意，5表示专门同意Pleaseinspectthepackagingagain.Ireadoutthefollowingdescriptionsandpleaseuse1-5toindicatewhetheryouagreeornot,1fortotallydisagree,5fortotallyagree.[从打X的开始循环]RotatefromX专门同意TotallyAgree有些同意Somewhatagree无所谓同意/不同意Neitheragree/disagree有些不同意Somewhatdisagree专门不同意TotallyDisagree这是高品质的产品Thisisaproductofhighquality54321这是我情愿购买的品牌ThisisthebrandI’dliketobuy54321这是个高档的品牌Thisisapremiumbrand54321这种产品适合女性Thisproductsuitsforfemale54321这种产品适合小孩Thisproductsuitsforchildren54321它能使我心情舒服Thisproductmakesmefeelhappy54321这是由一家值得信任的公司制造的Thisismadebyatrustworthycompany54321这是个适合送给朋友的产品Thisisgoodforusingasgift54321这是个适合送给情人的产品Thisisgoodforgivingtolover54321这是个适合自己享用的产品Thisisgoodforselfconsuming54321这是个适合与朋友分享的产品Thisisgoodforsharingwithfriends54321[访问员：下面想请您品尝一下这种巧克力][被访者品尝巧克力]Interviewer:NowwewouldlikeyoutastethechocolateRespondentstastingchocolate[出示示卡]ShowCardQ27c总的来说，对那个产品口味的喜爱程度，请您用1-5分来表示，1分表示专门不喜爱，5分表示专门喜爱，您能够用1-5之间的任何分数来表示您的意见Generalspeaking,howmuchdoyoulikethetaste,using1-5toindicate,1fordislikeitverymuch,5forlikeitverymuch.Youcanuse1-5toindicateyourlikeness专门喜爱Likeverymuch5喜爱Like4一样Neitherlike/dislike3不喜爱Dislike2专门不喜爱Dislikeverymuch1Q28c.您喜爱那个产品口味的哪些地点？还有吗？还有吗？Whichaspectoftastedoyoulike?Probe__________________________________________________________________________________________________________________________________________________________Q29c.您不喜爱那个产品口味的哪些地点？还有吗？还有吗？Whichaspectoftastedoyoudislike?Probe__________________________________________________________________________________________________________________________________________________________[出示示卡]ShowCardQ30c.请问您用1-5分来对那个产品口味的每个方面打分？Pleasecommenteachaspectoftasteusing1-5[从打X的开始循环]RotatefromX循环Rotate专门好Extremelygood比较好Relativelygood一样/无所谓好坏Neithergood/Bad有些不行Somewhatbad专门不行Extremelybad不明白Donotknow色泽Colour543219滑润度Smoothness543219巧克力香度Smell543219脆度Crispiness543219回味Aftertaste543219太甜Toosweet有点甜Abittoosweet适中Justright有点苦Abittoobitter专门苦Extremelybitter不明白Donotknow甜度Sweetness543219太硬Toohard有点硬Abittoohard适中Justright有点软Abittoosoft专门软Extremelysoft不明白donotknow硬度Hardness543219[出示示卡]ShowCardQ31c不考虑产品的品牌和价格，就产品的包装和口味而言，你会去购买那个产品吗？Willyoupurchasetheproductforitspackagingandtaste,regardlessbrandandprice?确信会购买Definitelywill5跳至Q33cGotoQ33c可能会购买Probablywill4跳至Q33cGotoQ33c可能购买或不购买Maybe/maybenot3跳至Q33cGotoQ33c可能可不能购买Probablynot2连续Continue确信可不能购买Definitelynot1连续ContinueQ32c请问您什么缘故这么认为？Why?Pleasegivereasons_________________________________________________________________________________________________________________________________________________________________Q33c.您觉得那个产品合理价格以及能够同意的最高和最低〔过低而让人怀疑产品品质〕价格分别是多少？Whatisthereasonablepriceandtheacceptablelowestandhighestpricesforthisproduct?最容易同意的价格Mostacceptableprice过高的价格Toohighprice过低而让人怀疑品质的价格ToolowpricetotriggersuspicioninqualityB类产品测试部分B类1：MyHawaiian部分产品代号____[访问员：现在我将出示一个巧克力产品的包装〔记录包装代号___〕][给被访者足够的时刻观看包装，然后问以下问题]Interviewer:NowIwilldisplayapackaging(writedownpackagingcode)GiverespondentsenoughtimetoinspectbeforetheyanswerquestionsQ34a.请问您第一眼看过包装后感受如何？还有吗？还有吗？Whatisyourfirstimpressionofthepackaging?Probe__________________________________________________________________________________________________________________________________________________________[出示示卡]ShowCa