【正文】 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 有點甜 A bit too sweet 適中 Just right 有點苦 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 有點硬 A bit too hard 適中 Just right 有點軟 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 不考慮產品的品牌和價格，就產品的包裝和口味而言，你會去購買這個產品嗎？ Will you purchase the product for its packaging and taste, regardless brand and price? 肯定會購買 Definitely will ............................. 5 ? 跳至 Q33a Go to Q33a 可能會購買 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 可能不會購買 Probably not .......................... 2 ? 繼續(xù) Continue 肯定不會購買 Definitely not ......................... 1 ? 繼續(xù) Continue Q32a 請問您為什么這么認為？ Why? Please give some reasons ________________________________________________________________________________ _________________________________________________________________________________ （過低而讓人懷疑產品品質）價格分別是多少？ What is the reasonable price and the acceptable lowest and highest prices for this product? 最容易接受的價格 Most acceptable price 過高的價格 Too high price 過低而讓人懷疑品質的價格 Too low price to trigger suspicion in quality (海量營銷管理培訓資料下載 ) Ref. ut533 12 A類 2： Hawaiian Host 部分產品代號 ____ Product code for Hawaiian Host [訪問員：現(xiàn)在我將出 示（另）一個巧克力產品的包裝（記錄包裝代號 ___） ] [給被訪者足夠的時間觀察包裝，然后問以下問題 ] Interviewer: Now I will display another chocolate packaging. Write down packaging code _________ Give respondents enough time to inspect packaging before answer 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 。？ 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 .....。 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 Q23b 您喜歡這個包裝的哪些方面？還有嗎？還有嗎？ Which aspect of packaging do you like? Probe _____________________________________________________________________________ _____________________________________________________________________________ Q24b 您不喜歡這個包裝的哪些方面？還有嗎？還有嗎？ Which aspect of packing do you dislike? Probe _____________________________________________________________________________ _____________________________________________________________________________ [出示示卡 ] Show Card Q25b 對于這包裝的每個部分，請用 15分來表示您對這個包裝的印象？ 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 設計風格 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 /質感 Material 5 4 3 2 1 9 (海量營銷管理培訓資料下載 ) Ref. ut533 13 [出示示卡 ] Q26b 請再看一下包裝，我想問您對這種包裝的產品印象。M 4 4 4 4 4 4 4 奇巧 Kit kat (Nestle) 5 5 5 5 5 5 5 金帝 Le Coute 6 6 6 6 6 6 6 施華 Cemol 7 7 7 7 7 7 7 費列羅 Rocher (Ferrero) 8 8 8 8 8 8 8 士力架 Snicks 9 9 9 9 9 9 9 大昌兒童 Dachongertong 10 10 10 10 10 10 10 申豐 Shenfeng 11 11 11 11 11 11 11 迪妮 Derry’s 12 12 12 12 12 12 12 瑞士蓮 Lindt 13 13 13 13 13 13 13 美可馨 Meikexin 14 14 14 14 14 14 14 豪氏（ Hawaiian Host） 15 15 15 15 15 15 15 (海量營銷管理培訓資料下載 ) Ref. ut533 2 My Hawaii 16 16 16 16 16 16 16 金莎（ Tr233。 write others under Q1b (MA). [出示示卡 ] Show Card Q2. 除了你剛才提到的品牌之外，你還看到或聽說過卡片上的哪些 巧克力 品牌呢？還有嗎？還有嗎？（復選） 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 Card Q3. 請問你過去曾經 買過 哪些品牌的 巧克力 呢？ （復選） Which brand of chocolate have you purchased before? (MA) [出示示卡 ] Show Card Q4. 請問 您最常買的是哪個品牌的巧克力？ （ 單 選） Which brand of chocolate do you purchase most often? (SA) [出示示卡 ] Show Card Q5 請問您 在 過去 6 個月中 曾經吃過哪些品牌的巧克力呢？（復選） Which brands of chocolate have you had in last 6 months? (MA) (Sara – in the Chinese translaton, does ―had‖ relate to ―ate.‖ Yes Remend 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 Card Q6 請問您最常吃哪個品牌的巧克力？（單選） Which brand of chocolate do you have most often? (SA) (Sara – add Mauna Loa, Paton’s [direct petitors to HH] and Guylian [2nd tier petitor to HH]) Q1a Q1b Q2 Q3 Q4 Q5 Q6 第一提及 TOM 其他提及 Others (specify) 提示提及 Aided awareness 買過 Have purchased 最常買 Purchase most often 吃過 Have had 最常吃 Most often have 好時 Hershey’s 1 1 1 1 1 1 1 德芙 Dove 2 2 2 2 2 2 2 吉百利 Cadbury 3 3 3 3 3 3 3 Mamp。 您可以選擇任意的分數(shù)代表您的想法