【正文】 ......................... 3 冬季 Winter ................................................ 4 沒有季節(jié)區(qū)別 No seasonal difference 5?跳到 Q17 go to Q17 請(qǐng)問以下這些特殊的日子期間您購買巧克力最多？ I For what occasions or holidays do you purchase chocolates the most? 春節(jié) Spring day（ chinese new year） 元旦 New Years 情人節(jié) Valentine’s day 結(jié)婚紀(jì)念日 wedding anniversary 自己或親友、戀人的生日 birthday of yours or your friend’s， lover’s 母親節(jié) Mother’s day 兒童節(jié) Children’s day 國(guó)慶節(jié) National day 勞動(dòng)節(jié) Labor day 其他 other _______________ Sara – Also, can you ask a question on seasonal purchase of chocolates? Ok Ie: For what occasions or holidays do you purchase chocolates the most? (ie: New Years, etc.) Q17 您聽說過夏威夷嗎？ Have you ever heard of Hawaii? 是 Yes ....................................................... 1 ? 繼續(xù) Continue 否 No ......................................................... 2 ? 跳到 Q21a Go to Q21a Q18 當(dāng)我一提起夏威夷，您會(huì)想到什么？還有嗎？還有嗎？ What do you think of when I mention Hawaii? Probe _____________________________________________________________________________ _____________________________________________________________________________ Q19 您知道夏威夷的什么東西比較有名嗎？ (海量營(yíng)銷管理培訓(xùn)資料下載 ) Ref. ut533 6 Do you know what is famous in Hawaii? _____________________________________________________________________________ _____________________________________________________________________________ Q20 夏威夷給你的主要印象是什么？ What is your main impression of Hawaii? _____________________________________________________________________________ _____________________________________________________________________________ (海量營(yíng)銷管理培訓(xùn)資料下載 ) Ref. ut533 7 A類產(chǎn)品測(cè)試 部分 Testing Part for Product A A類 1： Hawaiian Host 部分產(chǎn)品代號(hào) ____ Product code for Hawaiian Host [訪問員：現(xiàn)在我將出示一個(gè)巧克力產(chǎn)品的包裝（記錄包裝代號(hào) ___） ] [給被訪者足夠的時(shí)間觀察包裝，然后問以下問題 ] Interviewer: Now I will display the packaging of a chocolate product。下面我將讀出一些語句來描述這種包裝的產(chǎn)品，請(qǐng)您用 15分來表示同意程度， 1 分表示非常不同意， 5 表示非常同意 Please inspect the packaging again. I read out the following descriptions and please use 15 to indicate whether you agree or not, 1 for totally disagree, 5 for totally agree. [從打 X 的開始循環(huán) ] Rotate from X 非常同意 Totally Agree 有些同意 Somewhat agree 無所謂同意 /不同意 Neither agree/disagree 有些不同意 Somewhat disagree 非常不同意 Totally Disagree 這是高品質(zhì)的產(chǎn)品 This is a product of high quality 5 4 3 2 1 這是我愿意購買的品牌 This is the brand I’d like to buy 5 4 3 2 1 這是個(gè)高檔的品牌 This is a premium brand 5 4 3 2 1 這種產(chǎn)品適合女性 This product suits for female 5 4 3 2 1 這種產(chǎn)品適合孩子 This product suits for children 5 4 3 2 1 它能使我心情舒暢 This product makes me feel happy 5 4 3 2 1 這是由一家值得信賴的公司制造的 This is made by a trustworthy pany 5 4 3 2 1 這是個(gè)適合送給朋友的產(chǎn)品 This is a goods for using as gift 5 4 3 2 1 這是個(gè)適合送給情人的產(chǎn)品 This is a goods for giving to lover 5 4 3 2 1 這是個(gè)適合自己享用的產(chǎn)品 This is a goods for self consumptive 5 4 3 2 1 這是個(gè)適合與朋友分享的產(chǎn)品 This is a goods for sharing with friends 5 4 3 2 1 [訪問員：下面想請(qǐng)您品嘗一下這種巧克力 ] [被訪者品嘗巧克力 ] Interviewer: Now we would like you taste the chocolate Respondents tasting chocolate [出示示卡 ] Show Card Q27a 總的來說，對(duì)這個(gè)產(chǎn)品口味的喜歡程度，請(qǐng)您用 15分來表示， 1分表示非常不喜歡， 5 分表示非常喜歡，您可以用 15 之間的任何分?jǐn)?shù)來表示您的意見 General speaking, how much do you like the taste, using 15 to indicate, 1 for dislike it very much, 5 for like it very much. You can use 15 to indicate your likeness 非常 喜歡 Like very much ............................. 5 喜歡 Like .................................................... 4 一般 Neither like/dislike ............................... 3 不 喜歡 Dislike ............................................. 2 (海量營(yíng)銷管理培訓(xùn)資料下載 ) Ref. ut533 10 非常不 喜歡 Dislike very much ...................... 1 口味 的哪些地方？還有嗎 ？還有嗎？ Which aspect of taste do you like? Probe _____________________________________________________________________________ _____________________________________________________________________________ 口味 的哪些地方？還有嗎？還有嗎？ Which aspect of taste do you dislike? Probe _____________________________________________________________________________ _____________________________________________________________________________ (海量營(yíng)銷管理培訓(xùn)資料下載 ) Ref. ut533 11 [出示示卡 ] Show Card 用 15 分來對(duì)這個(gè)產(chǎn)品口味的每個(gè)方面打分？ Please ment each aspect of taste using 15 [從打 X 的開始循環(huán) ] Rotate from X 循環(huán) Rotate 非常好 Extremely good 比較好 Relatively good 一般 /無所謂好壞 Neither good/Bad 有些不好 Somewhat bad 非常不好 Extremely bad 不知道 Do not know 色澤 Colour 5 4 3 2 1 9 滑潤(rùn)度 Smoothness 5 4 3 2 1 9 巧克力香度 Smell 5 4 3 2 1 9 脆度 Crispiness 5 4 3 2 1 9 回味 Aftertaste 5 4 3 2 1 9 太甜 Too sweet 有點(diǎn)甜 A bit too sweet 適中 Just right 有點(diǎn)苦 A bit too bitter 非常苦 Extremely bitter 不知道 Do not know 甜度 Sweetness 5 4 3 2 1 9 太硬 Too hard 有點(diǎn)硬 A bit too hard 適中 Just right 有點(diǎn)軟 A bit too soft 非常軟 Extremely soft 不知道 do not know 硬度 Hardness 5 4 3 2 1 9 [出示示卡 ] Show Card Q31a 不考慮產(chǎn)品的品牌和價(jià)格，就產(chǎn)品的包裝和口味而言，你會(huì)去購買這個(gè)產(chǎn)品嗎？ Will you purchase the product for its packaging and taste, regardless brand and price? 肯定會(huì)購買 Definitely will ............................. 5 ? 跳至 Q33a Go to Q33a 可能會(huì)購買 Probably will ............................. 4 ? 跳至 Q33a Go to Q33a 可能購買或不購買 Maybe/maybe not ........... 3 ? 跳至 Q33a Go to Q33 a 可能不會(huì)購買 Probably not .......................... 2 ? 繼續(xù) Continue 肯定不會(huì)購買 Definitely not ......................... 1 ? 繼續(xù) Continue Q32a 請(qǐng)問您為什么這么認(rèn)為？ Why? Please give some reasons ________________________________________________________________________________ _________________________________________________________________________________ （過低而讓人懷疑產(chǎn)品品質(zhì)）價(jià)格分