【正文】 fore they answer 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。您可以選擇任意的分?jǐn)?shù)代表您的想法。？ 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 1Q36a 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 _____________________________________________________________________________ _____________________________________________________________________________Q37a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 Q38a 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 543219圖案 Pattern 543219設(shè)計風(fēng)格 Design style 543219形狀 Shape 543219包裝方式 Pack method543219字體 Font 543219尺寸 Size 543219包裝材質(zhì)/質(zhì)感 Material 543219[出示示卡]Q39a 請再看一下包裝，我想問您對這種包裝的產(chǎn)品印象。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 quality54321這是我愿意購買的品牌This is the brand I’d like to buy54321這是個高檔的品牌This is a premium brand54321這種產(chǎn)品適合女性This product suits for female54321這種產(chǎn)品適合孩子 This product suits for children54321它能使我心情舒暢 This product makes me feel happy54321這是由一家值得信賴的公司制造的This is made by a trustworthy pany54321這是個適合送給朋友的產(chǎn)品 This is good for using as gift 54321這是個適合送給情人的產(chǎn)品This is good for giving to lover54321這是個適合自己享用的產(chǎn)品This is good for self consuming 54321這是個適合與朋友分享的產(chǎn)品This is good for sharing with friends54321[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 chocolateRespondents tasting chocolate[出示示卡] Show Card Q40a 總的來說，對這個產(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？還有嗎？還有嗎？ Which aspect of taste do you like? Probe _____________________________________________________________________________ _____________________________________________________________________________？還有嗎？還有嗎？ Which aspect of taste do you dislike? Probe _____________________________________________________________________________ _____________________________________________________________________________[出示示卡] Show Card ？ 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 Colour543219滑潤度 Smoothness543219巧克力香度 Smell 543219脆度 Crispiness 543219回味 Aftertaste 543219太甜Too sweet 有點甜A bit too sweet適中Just right有點苦A bit too bitter 非?？郋xtremely bitter不知道Do not know甜度 Sweetness543219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 543219[出示示卡] Show CardQ44a 不考慮產(chǎn)品的品牌和價格，就產(chǎn)品的包裝和口味而言，你會去購買這個產(chǎn)品嗎？ Will you purchase the product for its packaging and taste, regardless brand and price? 肯定會購買 Definitely will 5 224。 跳至Q46a Go to Q46a 可能會購買 Probably will 4 224。 跳至Q46a Go to Q46a 可能購買或不購買 Maybe/maybe not 3 224。 跳至Q46a Go to Q46 a 可能不會購買 Probably not 2 224。 繼續(xù) Continue 肯定不會購買 Definitely not 1 224。 繼續(xù) Continue Q45a請問您為什么這么認(rèn)為？ Why? Please give reasons ________________________________________________________________________________ _________________________________________________________________________________（過低而讓人懷疑產(chǎn)品品質(zhì)）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(zhì)的價格Too low price to trigger suspicion in qualityB類2：My Hawaiian部分產(chǎn)品代號____[訪問員：現(xiàn)在我將出示（另）一個巧克力產(chǎn)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 a packaging (write down packaging code)Give respondents enough time to inspect before they answer 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。您可以選擇任意的分?jǐn)?shù)代表您的想法。？ General speaking, how much do you like the packaging, please use 1