【正文】 ？ General speaking, how much do you like the packaging, please use 15 to indicate, 1 for dislike it very much and 5 for like it very much. You can choose between 15 freely to express your likeness 非常 喜歡 Like very much ............................. 5 喜歡 Like .................................................... 4 一般 Neither like it/Dislike ............................ 3 不 喜歡 Dislike ............................................. 2 非常不 喜歡 Dislike very much ...................... 1 Q23c 您喜歡這個(gè)包裝的哪些方面？還有嗎？還有嗎？ Which aspect of packaging do you like? Probe _____________________________________________________________________________ _____________________________________________________________________________ Q24c 您不喜歡這個(gè)包裝的哪些方面？還有嗎？還有嗎？ Which aspect of packing do you dislike? Probe _____________________________________________________________________________ _____________________________________________________________________________ [出示示卡 ] Show Card Q25c 對于這包裝的每個(gè)部分，請用 15分來表示您對這個(gè)包裝的印象？ Your impression on each part of the packing, using 15 to indicate [從打 X 的開始循環(huán) ] Rotate from X 非常好 Extremely good 比較好 Somewhat 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 色彩 Colour 5 4 3 2 1 9 圖案 Pattern 5 4 3 2 1 9 設(shè)計(jì)風(fēng)格 Design style 5 4 3 2 1 9 形狀 Shape 5 4 3 2 1 9 包裝方式 Pack method 5 4 3 2 1 9 字體 Font 5 4 3 2 1 9 尺寸 Size 5 4 3 2 1 9 包裝材質(zhì) /質(zhì)感 Material 5 4 3 2 1 9 (海量營銷管理培訓(xùn)資料下載 ) Ref. ut533 17 [出示示卡 ] Q26c 請?jiān)倏匆幌掳b，我想問您對這種包裝的產(chǎn)品印象。 write down the code _______ Give respondents in enough time to inspect the packaging after they answer the following questions ？還有嗎？還有嗎？ What is your first impression of the packaging? Probe _____________________________________________________________________________ _____________________________________________________________________________ [出示示卡 ] Show Card ，您對這個(gè)包裝的喜歡程度如何？ 請用 15 分 來表示 ， 1 分代表非常不 喜歡 ， 5 分代表非常 喜歡 。 (海量營銷管理培訓(xùn)資料下載 ) Ref. ut533 1 Ut552 Project Sweet 主體問卷 Questionnaire 循環(huán) 表 Rotate Order A 類 A B 類 B ?ABC ?BCA ?CAB ?DEF ?EFD ?FDE 主體問卷 —Uamp。 您可以選擇任意的分?jǐn)?shù)代表您的想法。下面我將讀出一些語句來描述這種包裝的產(chǎn)品，請您用 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 good 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 good 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 good for self consuming 5 4 3 2 1 這是個(gè)適合與朋友分享的產(chǎn)品 This is good for sharing with friends 5 4 3 2 1 [訪問員：下面想請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 Q27c 總的來說，對這個(gè)產(chǎn)品口味的喜歡程度，請您用 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 非常不 喜歡 Dislike very much ...................... 1 (海量營銷管理培訓(xùn)資料下載 ) Ref. ut533 18 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 _____________________________________________________________________________ _____________________________________________________________________________ (海量營銷管理培訓(xùn)資料下載 ) Ref. ut533 19 [出示示卡 ] Show Card 用 15 分來對這個(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?？? 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 Q31c 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? 肯定會購買 Definitely will ............................. 5 ? 跳至 Q33c Go to Q33c 可能會購買 Probably will ............................. 4 ? 跳至 Q33c Go to Q33c 可能購買或不購買 Maybe/maybe not ........... 3 ? 跳至 Q33c Go to Q33c 可能不會購買 Probably not .......................... 2 ? 繼續(xù) Continue 肯定不會購買 Definitely not