【正文】 1 Sara Is this is gift box? Yes 袋裝 Bag pack 2 散裝 Loose pack 3 其他（請注明）________________ 97 Other, please specifyQ11 請問您在購買巧克力的時候通常會考慮到哪些因素？ （多選） What factors do you usually consider when you are purchasing chocolate? (MA)Q12 在所有考慮的因素中，您認為哪個因素最重要？（單選） Which is the most important factor? (SA) Q11 Q12 品牌 Brand name 1 1 價格 Price 2 2 促銷 Promotion 3 3 包裝精美 Nice packaging 4 4 物有所值 Money for value 5 5 口味 Taste 6 6 產(chǎn)地 Origin 7 7 購買方便 Purchase convenience 8 8 香味（Aroma） 9 9 新鮮程度（Freshness） 10 10 其他（請注明_______） Other 97 97Sara: Also – freshness. [出示示卡] Show CardQ13 以下哪些描述巧克力的語句是符合您對巧克力的看法的？（多選）（沒有對錯，只需要您的真實看法） Do the following descriptions reflect your view of chocolate? (MA) (There will be no right or wrong, as we need your true opinion) 高級的糖果 High class sweets 1 最佳補充能量的食品 Best energy food 2 表達愛意、甜蜜的食品 3 Food repressing affection and sweet 容易長胖的食品 Fattening food 4 不利于健康的食品 Unhealthy food 5 好吃、上癮的食品 Tasty and addicting food 6 對自己的一種獎賞a deserved indulgence or treat 7 其他（請注明）_______ Other 97Sara Also, how about a deserved indulgence or treat[出示示卡] Show Card Q14 請問您吃巧克力的頻率？ The frequency you have chocolate SaraHave meaning eat?yes 一天一次以上More than once a day 1 一天一次Once a day 2 一星期46次46 times per week 3 一星期23次23 times per week 4 一星期一次Once a week 5 兩星期一次Once every 2 weeks 6 兩星期一次以下 Less 7Q15 請問您通常喜歡吃什么類型的巧克力？ What type of chocolate do you usually like to have? 牛奶巧克力 Milk chocolate 1 黑巧克力 Black chocolate 2 白巧克力 White chocolate 3 果仁巧克力 Nuts chocolate 4 太妃巧克力 Toffee chocolate 5 酒心巧克力 Alcohol chocolate 6 華夫巧克力 Waffle chocolate 7 生巧克力 fresh chocolate 8 Sara I’m not sure what this is?it’s fresh chocolate. 其他（請注明）____ Other 97 請問您通常在一年中什么季節(jié)吃巧克力最多？ In which season in a year do you have chocolate the most? 春季 Spring 1 夏季 Summer 2 秋季 Autumn 3 冬季 Winter 4 沒有季節(jié)區(qū)別 No seasonal difference 5232。M4444444奇巧 Kit kat (Nestle)5555555金帝 Le Coute6666666施華 Cemol7777777費列羅 Rocher (Ferrero)8888888士力架 Snicks9999999大昌兒童 Dachongertong10101010101010申豐 Shenfeng11111111111111迪妮 Derry’s12121212121212瑞士蓮 Lindt13131313131313美可馨 Meikexin14141414141414豪氏（Hawaiian Host）15151515151515My Hawaii16161616161616金莎（Tr233。A Part品牌認知 Brand Awareness[不提示] TOMQ1. 請問你看到或者聽說哪些巧克力的品牌呢？還有嗎？還有嗎？[將被訪者回答的第一個品牌記錄在“第一提及”Q1a（單選）下面，“其它提及”記錄在Q1b（復選）下面] Which chocolate brand have you seen or heard of? Probe (write the first brand name under TOM Q1a (SA)。FDE主體問卷—Uamp。DEF 168。BCA 168。Ut552 Project Sweet主體問卷Questionnaire循環(huán)表 Rotate OrderA類 A B類 B168。ABC 168。CAB168。EFD 168。A部分 Questionnaire – Uamp。 write others under Q1b (MA). [出示示卡] Show CardQ2. 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 CardQ3. 請問你過去曾經(jīng)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 CardQ4. 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 CardQ5 請問您在過去6個月中曾經(jīng)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 CardQ6 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]) Q1aQ1bQ2Q3Q4Q5Q6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’s1111111德芙 Dove2222222吉百利 Cadbury3333333Mamp。sor Dor233。跳到Q17 go to Q17 請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 結婚紀念日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 國慶節(jié)National day 勞動節(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 1 224。 跳到Q21a Go to Q21aQ18 當我一提起夏威夷，您會想到什么？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？ 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? _____________________________________________________________________________ _____________________________________________________________________________A類產(chǎn)品測試部分 Testing Part for Product A A類1：Hawaiian Host部分產(chǎn)品代號____ Product code for Hawaiian Host[訪問員：現(xiàn)在我將出示一個巧克力產(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 the packaging of a chocolate product。您可以選擇任意的分數(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