Ut552 Project Sweet主体问卷
Questionnaire
循环表 Rotate Order
A类 A
B类 B
(ABC (BCA (CAB
(DEF (EFD (FDE
主体问卷—U&A部分 Questionnaire – U&A Part
品牌认知 Brand Awareness
[不提示] TOM
Q1. 请问你看到或者听说哪些巧克力的品牌呢？还有吗？还有吗？[将被访者回答的第一个品牌记录在“第一提及”Q1a（单选）下面，“其它提及”记录在Q1b（复选）下面]
Which chocolate brand have you seen or heard of? Probe (write the first brand name under TOM Q1a (SA); write others under Q1b (MA).
[出示示卡] Show Card
Q2. 除了你刚才提到的品牌之外，你还看到或听说过卡片上的哪些巧克力品牌呢？还有吗？还有吗？（复选）
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. 请问你过去曾经买过哪些品牌的巧克力呢？ （复选）
Which brand of chocolate have you purchased before? (MA)
[出示示卡] Show Card
Q4. 请问您最常买的是哪个品牌的巧克力？（单选）
Which brand of chocolate do you purchase most often? (SA)
[出示示卡] Show Card
Q5 请问您在过去6个月中曾经吃过哪些品牌的巧克力呢？（复选）
Which brands of chocolate have you had in last 6 months? (MA) (Sara – in the Chinese translaton, does “had” relate to “ate.” Yes
Recommend 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 请问您最常吃哪个品牌的巧克力？（单选）
Which brand of chocolate do you have most often? (SA) (Sara – add Mauna Loa, Paton’s [direct competitors to HH] and Guylian [2nd tier competitor 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
买过
Have purchased
最常买
Purchase most often
吃过
Have had
最常吃
Most often have
好时 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
M&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
施华 Cemol
7
7
7
7
7
7
7
费列罗 Rocher (Ferrero)
8
8
8
8
8
8
8
士力架 Snicks
9
9
9
9
9
9
9
大昌儿童 Dachongertong
10
10
10
10
10
10
10
申丰 Shenfeng
11
11
11
11
11
11
11
迪妮 Derry’s
12
12
12
12
12
12
12
瑞士莲 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
My Hawaii
16
16
16
16
16
16
16
金莎（Trésor Doré）
17
17
17
17
17
17
17
Mauna Loa
18
18
18
18
18
18
18
Paton’s
19
19
19
19
19
19
19
其他（请注明）Other (please specify)____________
97
97
97
97
97
97
97
不知道/无 Don’t know/No
98
98
98
98
98
98
98
消费习惯 Consuming Behavior
[出示示卡] Show Card
Q7 请问您平均多久购买一次巧克力？（单选）
How often do you purchase chocolate? (SA)
一天一次以上 More than once a day 1
一天一次 Once a day 2
一星期4-6次 4-6 times per week 3
一星期2-3次 2-3 times per week 4
一星期一次 Once a week 5
两星期一次 Once every 2 weeks 6
两星期一次以下 Less 7
[出示示卡] Show Card
Q8 请问您经常在哪购买巧克力呢？（单选）
Where do you often purchase chocolate? (SA)
超市 Supermarket 1
仓储式超市 Warehouse supermarket 2
杂货店 Grocery 3
糖果店 Candy shop 4
便利店 Convenience shop 5
其他（请注明）Other (please specify) 97
[出示示卡] Show Card
Q9 请问您购买巧克力通常作为什么用途？
What is the normal use of chocolate?
自己享用 Self consuming 1
与同事/朋友分享 Share with friends 2
与家人分享 Share with family 3
作为礼物送给恋人（一般场合） 4
Gift to lover (normal occasion)
作为礼物送给恋人（特殊场合） 5
Gift to lover (special occasion)
作为礼物送朋友 Gift to friends 6
其他（请注明）Other (please specify) 97
Q10 请问您通常会购买什么包装的巧克力（包含太妃糖、巧克力棒等巧克力产品）？
In which package do you usually purchase chocolate（include toffee ，bar）? Also candy bar
精美礼盒装 Delicate gift pack 1 Sara- Is this is gift box? Yes
袋装 Bag pack 2
散装 Loose pack 3
其他（请注明）________________ 97
Other, please specify
Q11 请问您在购买巧克力的时候通常会考虑到哪些因素？ （多选）
What factors do you usually consider when you are purchasing chocolate? (MA)
Q12 在所有考虑的因素中，您认为哪个因素最重要？（单选）
Which is the most important factor? (SA)
Q11 Q12
品牌 Brand name 1 1
价格 Price 2 2
促销 Promotion 3 3
包装精美 Nice packaging 4 4
物有所值 Money for value 5 5
口味 Taste 6 6
产地 Origin 7 7
购买方便 Purchase convenience 8 8
香味（Aroma） 9 9
新鲜程度（Freshness） 10 10
其他（请注明_______） Other 97 97
Sara: Also – freshness.
[出示示卡] Show Card
Q13 以下哪些描述巧克力的语句是符合您对巧克力的看法的？（多选）（没有对错，只需要您的真实看法）
Do the following descriptions reflect your view of chocolate? (MA) (There will be no right or wrong, as we need
your true opinion)
高级的糖果 High class sweets 1
最佳补充能量的食品 Best energy food 2
表达爱意、甜蜜的食品 3
Food repressing affection and sweet
容易长胖的食品 Fattening food 4
不利于健康的食品 Unhealthy food 5
好吃、上瘾的食品 Tasty and addicting food 6
对自己的一种奖赏a deserved indulgence or treat 7
其他（请注明）_______ Other 97
Sara - Also, how about a deserved indulgence or treat
[出示示卡] Show Card
Q14 请问您吃巧克力的频率？ The frequency you have chocolate Sara-Have 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4-6次4-6 times per week 3
一星期2-3次2-3 times per week 4
一星期一次Once a week 5
两星期一次Once every 2 weeks 6
两星期一次以下 Less 7
Q15 请问您通常喜欢吃什么类型的巧克力？
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
华夫巧克力 Waffle chocolate 7
生巧克力 fresh chocolate 8 Sara- I’m not sure what this is?it’s fresh chocolate.
其他（请注明）____ Other 97
请问您通常在一年中什么季节吃巧克力最多？
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
没有季节区别 No seasonal difference 5(跳到Q17 go to Q17
请问以下这些特殊的日子期间您购买巧克力最多？
I For what occasions or holidays do you purchase chocolates the most?
春节Spring day（chinese new year）
元旦New Years
情人节Valentine’s day
结婚纪念日wedding anniversary
自己或亲友、恋人的生日birthday of yours or your friend’s，lover’s
母亲节Mother’s day
儿童节Children’s day
国庆节National day
劳动节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 您听说过夏威夷吗？
Have you ever heard of Hawaii?
是 Yes 1 ( 继续 Continue
否 No 2 ( 跳到Q21a Go to Q21a
Q18 当我一提起夏威夷，您会想到什么？还有吗？还有吗？
What do you think of when I mention Hawaii? Probe
_____________________________________________________________________________
_____________________________________________________________________________
Q19 您知道夏威夷的什么东西比较有名吗？
Do you know what is famous in Hawaii?
_____________________________________________________________________________
_____________________________________________________________________________
Q20 夏威夷给你的主要印象是什么？
What is your main impression of Hawaii?
_____________________________________________________________________________
_____________________________________________________________________________
A类产品测试部分 Testing Part for Product A
A类1：Hawaiian Host部分产品代号____
Product code for Hawaiian Host
[访问员：现在我将出示一个巧克力产品的包装（记录包装代号___）]
[给被访者足够的时间观察包装，然后问以下问题]
Interviewer: Now I will display the packaging of a chocolate product; write down the code _______
Give respondents in enough time to inspect the packaging after they answer the following questions
Q21a.请问您第一眼看过包装后感觉如何？还有吗？还有吗？
What is your first impression of the packaging? Probe
_____________________________________________________________________________
_____________________________________________________________________________
[出示示卡] Show Card
Q22a.总的来说，您对这个包装的喜欢程度如何？请用1-5分来表示，1分代表非常不喜欢，5分代表非常喜欢。
您可以选择任意的分数代表您的想法。？
General speaking, how much do you like the packaging, please use 1-5 to indicate, 1 for dislike it very much and 5 for like it very much. You can choose between 1-5 freely to express your likeness
非常喜欢 Like very much 5
喜欢 Like 4
一般 Neither like it/Dislike 3
不喜欢 Dislike 2
非常不喜欢 Dislike very much 1
Q23a 您喜欢这个包装的哪些方面？还有吗？还有吗？
Which aspect of packaging do you like? Probe
_____________________________________________________________________________
_____________________________________________________________________________
Q24a您不喜欢这个包装的哪些方面？还有吗？还有吗？
Which aspect of packing do you dislike? Probe
_____________________________________________________________________________
_____________________________________________________________________________
[出示示卡] Show Card
Q25a 对于这包装的每个部分，请用1-5分来表示您对这个包装的印象？
Your impression on each part of the packing, using 1-5 to indicate
[从打X的开始循环] Rotate from X
非常好
Extremely good
比较好
Somewhat good
一般/无所谓好坏
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
图案 Pattern
5
4
3
2
1
9
设计风格 Design style
5
4
3
2
1
9
形状 Shape
5
4
3
2
1
9
包装方式 Pack method
5
4
3
2
1
9
字体 Font
5
4
3
2
1
9
尺寸 Size
5
4
3
2
1
9
包装材质/质感 Material
5
4
3
2
1
9
[出示示卡]
Q26a 请再看一下包装，我想问您对这种包装的产品印象。下面我将读出一些语句来描述这种包装的产品，请您用1-5分来表示同意程度，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 1-5 to indicate whether you agree or not, 1 for totally disagree, 5 for totally agree.
[从打X的开始循环] Rotate from X
非常同意
Totally Agree
有些同意
Somewhat agree
无所谓同意/不同意
Neither agree/disagree
有些不同意
Somewhat disagree
非常不同意
Totally Disagree
这是高品质的产品
This is a product of high quality
5
4
3
2
1
这是我愿意购买的品牌
This is the brand I’d like to buy
5
4
3
2
1
这是个高档的品牌
This is a premium brand
5
4
3
2
1
这种产品适合女性
This product suits for female
5
4
3
2
1
这种产品适合孩子
This product suits for children
5
4
3
2
1
它能使我心情舒畅
This product makes me feel happy
5
4
3
2
1
这是由一家值得信赖的公司制造的
This is made by a trustworthy company
5
4
3
2
1
这是个适合送给朋友的产品
This is a goods for using as gift
5
4
3
2
1
这是个适合送给情人的产品
This is a goods for giving to lover
5
4
3
2
1
这是个适合自己享用的产品
This is a goods for self consumptive
5
4
3
2
1
这是个适合与朋友分享的产品
This is a goods for sharing with friends
5
4
3
2
1
[访问员：下面想请您品尝一下这种巧克力]
[被访者品尝巧克力]
Interviewer: Now we would like you taste the chocolate
Respondents tasting chocolate
[出示示卡] Show Card
Q27a 总的来说，对这个产品口味的喜欢程度，请您用1-5分来表示，1分表示非常不喜欢，5分表示非常喜欢，您可以用1-5之间的任何分数来表示您的意见
General speaking, how much do you like the taste, using 1-5 to indicate, 1 for dislike it very much, 5 for like it very much. You can use 1-5 to indicate your likeness
非常喜欢 Like very much 5
喜欢 Like 4
一般 Neither like/dislike 3
不喜欢 Dislike 2
非常不喜欢 Dislike very much 1
Q28a.您喜欢这个产品口味的哪些地方？还有吗？还有吗？
Which aspect of taste do you like? Probe
_____________________________________________________________________________
_____________________________________________________________________________
Q29a.您不喜欢这个产品口味的哪些地方？还有吗？还有吗？
Which aspect of taste do you dislike? Probe
_____________________________________________________________________________
_____________________________________________________________________________
[出示示卡] Show Card
Q30a.请问您用1-5分来对这个产品口味的每个方面打分？
Please comment each aspect of taste using 1-5
[从打X的开始循环] Rotate from X
循环
Rotate
非常好
Extremely good
比较好
Relatively good
一般/无所谓好坏
Neither good/Bad
有些不好
Somewhat bad
非常不好
Extremely bad
不知道
Do not know
色泽 Colour
5
4
3
2
1
9
滑润度 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
有点甜
A bit too sweet
适中
Just right
有点苦
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
有点硬
A bit too hard
适中
Just right
有点软
A bit too soft
非常软
Extremely soft
不知道
do not know
硬度 Hardness
5
4
3
2
1
9
[出示示卡] Show Card
Q31a 不考虑产品的品牌和价格，就产品的包装和口味而言，你会去购买这个产品吗？
Will you purchase the product for its packaging and taste, regardless brand and price?
肯定会购买 Definitely will 5 ( 跳至Q33a Go to Q33a
可能会购买 Probably will 4 ( 跳至Q33a Go to Q33a
可能购买或不购买 Maybe/maybe not 3 ( 跳至Q33a Go to Q33 a
可能不会购买 Probably not 2 ( 继续 Continue
肯定不会购买 Definitely not 1 ( 继续 Continue
Q32a请问您为什么这么认为？
Why? Please give some reasons
________________________________________________________________________________
_________________________________________________________________________________
Q33a.您觉得这个产品合理价格以及可以接受的最高和最低（过低而让人怀疑产品品质）价格分别是多少？
What is the reasonable price and the acceptable lowest and highest prices for this product?
最容易接受的价格
Most acceptable price
过高的价格
Too high price
过低而让人怀疑品质的价格
Too low price to trigger suspicion in quality
A类2：Hawaiian Host部分产品代号____
Product code for Hawaiian Host
[访问员：现在我将出示（另）一个巧克力产品的包装（记录包装代号___）]
[给被访者足够的时间观察包装，然后问以下问题]
Interviewer: Now I will display another chocolate packaging. Write down packaging code _________
Give respondents enough time to inspect packaging before answer following questions
Q21b.请问您第一眼看过包装后感觉如何？还有吗？还有吗？
What is your first impression of the packaging? Probe
_____________________________________________________________________________
_____________________________________________________________________________
[出示示卡] Show Card
Q22b.总的来说，您对这个包装的喜欢程度如何？请用1-5分来表示，1分代表非常不喜欢，5分代表非常喜欢。
您可以选择任意的分数代表您的想法。
General speaking, how much do you like the packaging, please use 1-5 to indicate, 1 for dislike it very much and 5 for like it very much. You can choose between 1-5 freely to express your likeness
非常喜欢 Like very much 5
喜欢 Like 4
一般 Neither like it/Dislike 3
不喜欢 Dislike 2
非常不喜欢 Dislike very much 1
Q23b 您喜欢这个包装的哪些方面？还有吗？还有吗？
Which aspect of packaging do you like? Probe
_____________________________________________________________________________
_____________________________________________________________________________
Q24b您不喜欢这个包装的哪些方面？还有吗？还有吗？
Which aspect of packing do you dislike? Probe
_____________________________________________________________________________
_____________________________________________________________________________
[出示示卡] Show Card
Q25b 对于这包装的每个部分，请用1-5分来表示您对这个包装的印象？
Your impression on each part of the packing, using 1-5 to indicate
[从打X的开始循环] Rotate from X
非常好
Extremely good
比较好
Somewhat good
一般/无所谓好坏
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
图案 Pattern
5
4
3
2
1
9
设计风格 Design style
5
4
3
2
1
9
形状 Shape
5
4
3
2
1
9
包装方式 Pack method
5
4
3
2
1
9
字体 Font
5
4
3
2
1
9
尺寸 Size
5
4
3
2
1
9
包装材质/质感 Material
5
4
3
2
1
9
[出示示卡]
Q26b 请再看一下包装，我想问您对这种包装的产品印象。下面我将读出一些语句来描述这种包装的产品，请您用1-5分来表示同意程度，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 1-5 to indicate whether you agree or not, 1 for totally disagree, 5 for totally agree.
[从打X的开始循环] Rotate from X
非常同意
Totally Agree
有些同意
Somewhat agree
无所谓同意/不同意
Neither agree/disagree
有些不同意
Somewhat disagree
非常不同意
Totally Disagree
这是高品质的产品
This is a product of high quality
5
4
3
2
1
这是我愿意购买的品牌
This is the brand I’d like to buy
5
4
3
2
1
这是个高档的品牌
This is a premium brand
5
4
3
2
1
这种产品适合女性
This product suits for female
5
4
3
2
1
这种产品适合孩子
This product suits for children
5
4
3
2
1
它能使我心情舒畅
This product makes me feel happy
5
4
3
2
1
这是由一家值得信赖的公司制造的
This is made by a trustworthy company
5
4
3
2
1
这是个适合送给朋友的产品
This is good for using as gift
5
4
3
2
1
这是个适合送给情人的产品
This is good for giving to lover
5
4
3
2
1
这是个适合自己享用的产品
This is good for self consuming
5
4
3
2
1
这是个适合与朋友分享的产品
This is good for sharing with friends
5
4
3
2
1
[访问员：下面想请您品尝一下这种巧克力]
[被访者品尝巧克力]
Interviewer: Now we would like you taste the chocolate
Respondents tasting chocolate
[出示示卡] Show Card
Q27b 总的来说，对这个产品口味的喜欢程度，请您用1-5分来表示，1分表示非常不喜欢，5分表示非常喜欢，您可以用1-5之间的任何分数来表示您的意见
General speaking, how much do you like the taste, using 1-5 to indicate, 1 for dislike it very much, 5 for like it very much. You can use 1-5 to indicate your likeness
非常喜欢 Like very much 5
喜欢 Like 4
一般 Neither like/dislike 3
不喜欢 Dislike 2
非常不喜欢 Dislike very much 1
Q28b.您喜欢这个产品口味的哪些地方？还有吗？还有吗？
Which aspect of taste do you like? Probe
_____________________________________________________________________________
_____________________________________________________________________________
Q29b.您不喜欢这个产品口味的哪些地方？还有吗？还有吗？
Which aspect of taste do you dislike? Probe
_____________________________________________________________________________
_____________________________________________________________________________
[出示示卡] Show Card
Q30b.请问您用1-5分来对这个产品口味的每个方面打分？
Please comment each aspect of taste using 1-5
[从打X的开始循环] Rotate from X
循环
Rotate
非常好
Extremely good
比较好
Relatively good
一般/无所谓好坏
Neither good/Bad
有些不好
Somewhat bad
非常不好
Extremely bad
不知道
Do not know
色泽 Colour
5
4
3
2
1
9
滑润度 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
有点甜
A bit too sweet
适中
Just right
有点苦
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
有点硬
A bit too hard
适中
Just right
有点软
A bit too soft
非常软
Extremely soft
不知道
do not know
硬度 Hardness
5
4
3
2
1
9
[出示示卡] Show Card
Q31b 不考虑产品的品牌和价格，就产品的包装和口味而言，你会去购买这个产品吗？
Will you purchase the product for its packaging and taste, regardless brand and price?
肯定会购买 Definitely will 5 ( 跳至Q33b Go to Q33b
可能会购买 Probably will 4 ( 跳至Q33b Go to Q33b
可能购买或不购买 Maybe/maybe not 3 ( 跳至Q33b Go to Q33b
可能不会购买 Probably not 2 ( 继续 Continue
肯定不会购买 Definitely not 1 ( 继续 Continue
Q32b请问您为什么这么认为？
Why? Please give reasons
________________________________________________________________________________
_________________________________________________________________________________
Q33b.您觉得这个产品合理价格以及可以接受的最高和最低（过低而让人怀疑产品品质）价格分别是多少？
What is the reasonable price and the acceptable lowest and highest prices for this product?
最容易接受的价格
Most acceptable price
过高的价格
Too high price
过低而让人怀疑品质的价格
Too low price to trigger suspicion in quality
A类3：Hawaiian Host部分产品代号____
[访问员：现在我将出示（另）一个巧克力产品的包装（记录包装代号___）]
[给被访者足够的时间观察包装，然后问以下问题]
Interviewer: Now I will display another packaging (write down packaging code)
Give respondents enough time to inspect before they answer questions
Q21c.请问您第一眼看过包装后感觉如何？还有吗？还有吗？
What is your first impression of the packaging? Probe
_____________________________________________________________________________
_____________________________________________________________________________
[出示示卡] Show Card
Q22c.总的来说，您对这个包装的喜欢程度如何？请用1-5分来表示，1分代表非常不喜欢，5分代表非常喜欢。
您可以选择任意的分数代表您的想法。？
General speaking, how much do you like the packaging, please use 1-5 to indicate, 1 for dislike it very much and 5 for like it very much. You can choose between 1-5 freely to express your likeness
非常喜欢 Like very much 5
喜欢 Like 4
一般 Neither like it/Dislike 3
不喜欢 Dislike 2
非常不喜欢 Dislike very much 1
Q23c 您喜欢这个包装的哪些方面？还有吗？还有吗？
Which aspect of packaging do you like? Probe
_____________________________________________________________________________
_____________________________________________________________________________
Q24c您不喜欢这个包装的哪些方面？还有吗？还有吗？
Which aspect of packing do you dislike? Probe
_____________________________________________________________________________
_____________________________________________________________________________
[出示示卡] Show Card
Q25c 对于这包装的每个部分，请用1-5分来表示您对这个包装的印象？
Your impression on each part of the packing, using 1-5 to indicate
[从打X的开始循环] Rotate from X
非常好
Extremely good
比较好
Somewhat good
一般/无所谓好坏
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
图案 Pattern
5
4
3
2
1
9
设计风格 Design style
5
4
3
2
1
9
形状 Shape
5
4
3
2
1
9
包装方式 Pack method
5
4
3
2
1
9
字体 Font
5
4
3
2
1
9
尺寸 Size
5
4
3
2
1
9
包装材质/质感 Material
5
4
3
2
1
9
[出示示卡]
Q26c 请再看一下包装，我想问您对这种包装的产品印象。下面我将读出一些语句来描述这种包装的产品，请您用1-5分来表示同意程度，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 1-5 to indicate whether you agree or not, 1 for totally disagree, 5 for totally agree.
[从打X的开始循环] Rotate from X
非常同意
Totally Agree
有些同意
Somewhat agree
无所谓同意/不同意
Neither agree/disagree
有些不同意
Somewhat disagree
非常不同意
Totally Disagree
这是高品质的产品
This is a product of high quality
5
4
3
2
1
这是我愿意购买的品牌
This is the brand I’d like to buy
5
4
3
2
1
这是个高档的品牌
This is a premium brand
5
4
3
2
1
这种产品适合女性
This product suits for female
5
4
3
2
1
这种产品适合孩子
This product suits for children
5
4
3
2
1
它能使我心情舒畅
This product makes me feel happy
5
4
3
2
1
这是由一家值得信赖的公司制造的
This is made by a trustworthy company
5
4
3
2
1
这是个适合送给朋友的产品
This is good for using as gift
5
4
3
2
1
这是个适合送给情人的产品
This is good for giving to lover
5
4
3
2
1
这是个适合自己享用的产品
This is good for self consuming
5
4
3
2
1
这是个适合与朋友分享的产品
This is good for sharing with friends
5
4
3
2
1
[访问员：下面想请您品尝一下这种巧克力]
[被访者品尝巧克力]
Interviewer: Now we would like you taste the chocolate
Respondents tasting chocolate
[出示示卡] Show Card
Q27c 总的来说，对这个产品口味的喜欢程度，请您用1-5分来表示，1分表示非常不喜欢，5分表示非常喜欢，您可以用1-5之间的任何分数来表示您的意见
General speaking, how much do you like the taste, using 1-5 to indicate, 1 for dislike it very much, 5 for like it very much. You can use 1-5 to indicate your likeness
非常喜欢 Like very much 5
喜欢 Like 4
一般 Neither like/dislike 3
不喜欢 Dislike 2
非常不喜欢 Dislike very much 1
Q28c.您喜欢这个产品口味的哪些地方？还有吗？还有吗？
Which aspect of taste do you like? Probe
_____________________________________________________________________________
_____________________________________________________________________________
Q29c.您不喜欢这个产品口味的哪些地方？还有吗？还有吗？
Which aspect of taste do you dislike? Probe
_____________________________________________________________________________
_____________________________________________________________________________
[出示示卡] Show Card
Q30c.请问您用1-5分来对这个产品口味的每个方面打分？
Please comment each aspect of taste using 1-5
[从打X的开始循环] Rotate from X
循环
Rotate
非常好
Extremely good
比较好
Relatively good
一般/无所谓好坏
Neither good/Bad
有些不好
Somewhat bad
非常不好
Extremely bad
不知道
Do not know
色泽 Colour
5
4
3
2
1
9
滑润度 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
有点甜
A bit too sweet
适中
Just right
有点苦
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
有点硬
A bit too hard
适中
Just right
有点软
A bit too soft
非常软
Extremely soft
不知道
do not know
硬度 Hardness
5
4
3
2
1
9
[出示示卡] Show Card
Q31c 不考虑产品的品牌和价格，就产品的包装和口味而言，你会去购买这个产品吗？
Will you purchase the product for its packaging and taste, regardless brand and price?
肯定会购买 Definitely will 5 ( 跳至Q33c Go to Q33c
可能会购买 Probably will 4 ( 跳至Q33c Go to Q33c
可能购买或不购买 Maybe/maybe not 3 ( 跳至Q33c Go to Q33c
可能不会购买 Probably not 2 ( 继续 Continue
肯定不会购买 Definitely not 1 ( 继续 Continue
Q32c请问您为什么这么认为？
Why? Please give reasons
________________________________________________________________________________
_________________________________________________________________________________
Q33c.您觉得这个产品合理价格以及可以接受的最高和最低（过低而让人怀疑产品品质）价格分别是多少？
What is the reasonable price and the acceptable lowest and highest prices for this product?
最容易接受的价格
Most acceptable price
过高的价格
Too high price
过低而让人怀疑品质的价格
Too low price to trigger suspicion in quality
B类产品测试部分
B类1：My Hawaiian部分产品代号____
[访问员：现在我将出示一个巧克力产品的包装（记录包装代号___）]
[给被访者足够的时间观察包装，然后问以下问题]
Interviewer: Now I will display a packaging (write down packaging code)
Give respondents enough time to inspect before they answer questions
Q34a.请问您第一眼看过包装后感觉如何？还有吗？还有吗？
What is your first impression of the packaging? Probe
_____________________________________________________________________________
_____________________________________________________________________________
[出示示卡] Show Card
Q35a.总的来说，您对这个包装的喜欢程度如何？请用1-5分来表示，1分代表非常不喜欢，5分代表非常喜欢。
您可以选择任意的分数代表您的想法。？
General speaking, how much do you like the packaging, please use 1-5 to indicate, 1 for dislike it very much and 5 for like it very much. You can choose between 1-5 freely to express your likeness
非常喜欢 Like very much 5
喜欢 Like 4
一般 Neither like it/Dislike 3
不喜欢 Dislike 2
非常不喜欢 Dislike very much 1
Q36a 您喜欢这个包装的哪些方面？还有吗？还有吗？
Which aspect of packaging do you like? Probe
_____________________________________________________________________________
_____________________________________________________________________________
Q37a您不喜欢这个包装的哪些方面？还有吗？还有吗？
Which aspect of packing do you dislike? Probe
_____________________________________________________________________________
_____________________________________________________________________________
[出示示卡] Show Card
Q38a 对于这包装的每个部分，请用1-5分来表示您对这个包装的印象？
Your impression on each part of the packing, using 1-5 to indicate
[从打X的开始循环] Rotate from X
非常好
Extremely good
比较好
Somewhat good
一般/无所谓好坏
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
图案 Pattern
5
4
3
2
1
9
设计风格 Design style
5
4
3
2
1
9
形状 Shape
5
4
3
2
1
9
包装方式 Pack method
5
4
3
2
1
9
字体 Font
5
4
3
2
1
9
尺寸 Size
5
4
3
2
1
9
包装材质/质感 Material
5
4
3
2
1
9
[出示示卡]
Q39a 请再看一下包装，我想问您对这种包装的产品印象。下面我将读出一些语句来描述这种包装的产品，请您用1-5分来表示同意程度，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 1-5 to indicate whether you agree or not, 1 for totally disagree, 5 for totally agree.
[从打X的开始循环] Rotate from X
非常同意
Totally Agree
有些同意
Somewhat agree
无所谓同意/不同意
Neither agree/disagree
有些不同意
Somewhat disagree
非常不同意
Totally Disagree
这是高品质的产品
This is a product of high quality
5
4
3
2
1
这是我愿意购买的品牌
This is the brand I’d like to buy
5
4
3
2
1
这是个高档的品牌
This is a premium brand
5
4
3
2
1
这种产品适合女性
This product suits for female
5
4
3
2
1
这种产品适合孩子
This product suits for children
5
4
3
2
1
它能使我心情舒畅
This product makes me feel happy
5
4
3
2
1
这是由一家值得信赖的公司制造的
This is made by a trustworthy company
5
4
3
2
1
这是个适合送给朋友的产品
This is good for using as gift
5
4
3
2
1
这是个适合送给情人的产品
This is good for giving to lover
5
4
3
2
1
这是个适合自己享用的产品
This is good for self consuming
5
4
3
2
1
这是个适合与朋友分享的产品
This is good for sharing with friends
5
4
3
2
1
[访问员：下面想请您品尝一下这种巧克力]
[被访者品尝巧克力]
Interviewer: Now we would like you taste the chocolate
Respondents tasting chocolate
[出示示卡] Show Card
Q40a 总的来说，对这个产品口味的喜欢程度，请您用1-5分来表示，1分表示非常不喜欢，5分表示非常喜欢，您可以用1-5之间的任何分数来表示您的意见
General speaking, how much do you like the taste, using 1-5 to indicate, 1 for dislike it very much, 5 for like it very much. You can use 1-5 to indicate your likeness
非常喜欢 Like very much 5
喜欢 Like 4
一般 Neither like/dislike 3
不喜欢 Dislike 2
非常不喜欢 Dislike very much 1
Q41a.您喜欢这个产品口味的哪些地方？还有吗？还有吗？
Which aspect of taste do you like? Probe
_____________________________________________________________________________
_____________________________________________________________________________
Q42a.您不喜欢这个产品口味的哪些地方？还有吗？还有吗？
Which aspect of taste do you dislike? Probe
_____________________________________________________________________________
_____________________________________________________________________________
[出示示卡] Show Card
Q43a.请问您用1-5分来对这个产品口味的每个方面打分？
Please comment each aspect of taste using 1-5
[从打X的开始循环] Rotate from X
循环
Rotate
非常好
Extremely good
比较好
Relatively good
一般/无所谓好坏
Neither good/Bad
有些不好
Somewhat bad
非常不好
Extremely bad
不知道
Do not know
色泽 Colour
5
4
3
2
1
9
滑润度 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
有点甜
A bit too sweet
适中
Just right
有点苦
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
有点硬
A bit too hard
适中
Just right
有点软
A bit too soft
非常软
Extremely soft
不知道
do not know
硬度 Hardness
5
4
3
2
1
9
[出示示卡] Show Card
Q44a 不考虑产品的品牌和价格，就产品的包装和口味而言，你会去购买这个产品吗？
Will you purchase the product for its packaging and taste, regardless brand and price?
肯定会购买 Definitely will 5 ( 跳至Q46a Go to Q46a
可能会购买 Probably will 4 ( 跳至Q46a Go to Q46a
可能购买或不购买 Maybe/maybe not 3 ( 跳至Q46a Go to Q46 a
可能不会购买 Probably not 2 ( 继续 Continue
肯定不会购买 Definitely not 1 ( 继续 Continue
Q45a请问您为什么这么认为？
Why? Please give reasons
________________________________________________________________________________
_________________________________________________________________________________
Q46a.您觉得这个产品合理价格以及可以接受的最高和最低（过低而让人怀疑产品品质）价格分别是多少？
What is the reasonable price and the acceptable lowest and highest prices for this product?
最容易接受的价格
Most acceptable price
过高的价格
Too high price
过低而让人怀疑品质的价格
Too low price to trigger suspicion in quality
B类2：My Hawaiian部分产品代号____
[访问员：现在我将出示（另）一个巧克力产品的包装（记录包装代号___）]
[给被访者足够的时间观察包装，然后问以下问题]
Interviewer: Now I will display a packaging (write down packaging code)
Give respondents enough time to inspect before they answer questions
Q34b.请问您第一眼看过包装后感觉如何？还有吗？还有吗？
What is your first impression of the packaging? Probe
_____________________________________________________________________________
_____________________________________________________________________________
[出示示卡] Show Card
Q35b.总的来说，您对这个包装的喜欢程度如何？请用1-5分来表示，1分代表非常不喜欢，5分代表非常喜欢。
您可以选择任意的分数代表您的想法。？
General speaking, how much do you like the packaging, please use 1-5 to indicate, 1 for dislike it very much and 5 for like it very much. You can choose between 1-5 freely to express your likeness
非常喜欢 Like very much 5
喜欢 Like 4
一般 Neither like it/Dislike 3
不喜欢 Dislike 2
非常不喜欢 Dislike very much 1
Q36b 您喜欢这个包装的哪些方面？还有吗？还有吗？
Which aspect of packaging do you like? Probe
_____________________________________________________________________________
_____________________________________________________________________________
Q37b您不喜欢这个包装的哪些方面？还有吗？还有吗？
Which aspect of packing do you dislike? Probe
_____________________________________________________________________________
_____________________________________________________________________________
[出示示卡] Show Card
Q38b 对于这包装的每个部分，请用1-5分来表示您对这个包装的印象？
Your impression on each part of the packing, using 1-5 to indicate
[从打X的开始循环] Rotate from X
非常好
Extremely good
比较好
Somewhat good
一般/无所谓好坏
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
图案 Pattern
5
4
3
2
1
9
设计风格 Design style
5
4
3
2
1
9
形状 Shape
5
4
3
2
1
9
包装方式 Pack method
5
4
3
2
1
9
字体 Font
5
4
3
2
1
9
尺寸 Size
5
4
3
2
1
9
包装材质/质感 Material
5
4
3
2
1
9
[出示示卡]
Q39b 请再看一下包装，我想问您对这种包装的产品印象。下面我将读出一些语句来描述这种包装的产品，请您用1-5分来表示同意程度，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 1-5 to indicate whether you agree or not, 1 for totally disagree, 5 for totally agree.
[从打X的开始循环] Rotate from X
非常同意
Totally Agree
有些同意
Somewhat agree
无所谓同意/不同意
Neither agree/disagree
有些不同意
Somewhat disagree
非常不同意
Totally Disagree
这是高品质的产品
This is a product of high quality
5
4
3
2
1
这是我愿意购买的品牌
This is the brand I’d like to buy
5
4
3
2
1
这是个高档的品牌
This is a premium brand
5
4
3
2
1
这种产品适合女性
This product suits for female
5
4
3
2
1
这种产品适合孩子
This product suits for children
5
4
3
2
1
它能使我心情舒畅
This product makes me feel happy
5
4
3
2
1
这是由一家值得信赖的公司制造的
This is made by a trustworthy company
5
4
3
2
1
这是个适合送给朋友的产品
This is good for using as gift
5
4
3
2
1
这是个适合送给情人的产品
This is good for giving to lover
5
4
3
2
1
这是个适合自己享用的产品
This is good for self consuming
5
4
3
2
1
这是个适合与朋友分享的产品
This is good for sharing with friends
5
4
3
2
1
[访问员：下面想请您品尝一下这种巧克力]
[被访者品尝巧克力]
Interviewer: Now we would like you taste the chocolate
Respondents tasting chocolate
[出示示卡] Show Card
Q40b 总的来说，对这个产品口味的喜欢程度，请您用1-5分来表示，1分表示非常不喜欢，5分表示非常喜欢，您可以用1-5之间的任何分数来表示您的意见
General speaking, how much do you like the taste, using 1-5 to indicate, 1 for dislike it very much, 5 for like it very much. You can use 1-5 to indicate your likeness
非常喜欢 Like very much 5
喜欢 Like 4
一般 Neither like/dislike 3
不喜欢 Dislike 2
非常不喜欢 Dislike very much 1
Q41b.您喜欢这个产品口味的哪些地方？还有吗？还有吗？
Which aspect of taste do you like? Probe
_____________________________________________________________________________
_____________________________________________________________________________
Q42b.您不喜欢这个产品口味的哪些地方？还有吗？还有吗？
Which aspect of taste do you dislike? Probe
_____________________________________________________________________________
_____________________________________________________________________________
[出示示卡] Show Card
Q43b.请问您用1-5分来对这个产品口味的每个方面打分？
Please comment each aspect of taste using 1-5
[从打X的开始循环] Rotate from X
循环
Rotate
非常好
Extremely good
比较好
Relatively good
一般/无所谓好坏
Neither good/Bad
有些不好
Somewhat bad
非常不好
Extremely bad
不知道
Do not know
色泽 Colour
5
4
3
2
1
9
滑润度 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
有点甜
A bit too sweet
适中
Just right
有点苦
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
有点硬
A bit too hard
适中
Just right
有点软
A bit too soft
非常软
Extremely soft
不知道
do not know
硬度 Hardness
5
4
3
2
1
9
[出示示卡] Show Card
Q44b 不考虑产品的品牌和价格，就产品的包装和口味而言，你会去购买这个产品吗？
Will you purchase the product for its packaging and taste, regardless brand and price?
肯定会购买 Definitely will 5 ( 跳至Q46b Go to Q46b
可能会购买 Probably will 4 ( 跳至Q46b Go to Q46b
可能购买或不购买 Maybe/maybe not 3 ( 跳至Q46b Go to Q46b
可能不会购买 Probably not 2 ( 继续 Continue
肯定不会购买 Definitely not 1 ( 继续 Continue
Q45b请问您为什么这么认为？
Why? Please give reasons
________________________________________________________________________________
_________________________________________________________________________________
Q46b.您觉得这个产品合理价格以及可以接受的最高和最低（过低而让人怀疑产品品质）价格分别是多少？
What is the reasonable price and the acceptable lowest and highest prices for this product?
最容易接受的价格
Most acceptable price
过高的价格
Too high price
过低而让人怀疑品质的价格
Too low price to trigger suspicion in quality
B类3：My Hawaiian部分产品代号____
[访问员：现在我将出示（另）一个巧克力产品的包装（记录包装代号___）]
[给被访者足够的时间观察包装，然后问以下问题]
Interviewer: Now I will display another packaging (write down packaging code)
Give respondents enough time to inspect before they answer questions
Q34c.请问您第一眼看过包装后感觉如何？还有吗？还有吗？
What is your first impression of the packaging? Probe
_____________________________________________________________________________
_____________________________________________________________________________
[出示示卡] Show Card
Q35c.总的来说，您对这个包装的喜欢程度如何？请用1-5分来表示，1分代表非常不喜欢，5分代表非常喜欢。
您可以选择任意的分数代表您的想法。？
General speaking, how much do you like the packaging, please use 1-5 to indicate, 1 for dislike it very much and 5 for like it very much. You can choose between 1-5 freely to express your likeness
非常喜欢 Like very much 5
喜欢 Like 4
一般 Neither like it/Dislike 3
不喜欢 Dislike 2
非常不喜欢 Dislike very much 1
Q36c 您喜欢这个包装的哪些方面？还有吗？还有吗？
Which aspect of packaging do you like? Probe
_____________________________________________________________________________
_____________________________________________________________________________
Q37c您不喜欢这个包装的哪些方面？还有吗？还有吗？
Which aspect of packing do you dislike? Probe
_____________________________________________________________________________
_____________________________________________________________________________
[出示示卡] Show Card
Q38c 对于这包装的每个部分，请用1-5分来表示您对这个包装的印象？
Your impression on each part of the packing, using 1-5 to indicate
[从打X的开始循环] Rotate from X
非常好
Extremely good
比较好
Somewhat good
一般/无所谓好坏
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
图案 Pattern
5
4
3
2
1
9
设计风格 Design style
5
4
3
2
1
9
形状 Shape
5
4
3
2
1
9
包装方式 Pack method
5
4
3
2
1
9
字体 Font
5
4
3
2
1
9
尺寸 Size
5
4
3
2
1
9
包装材质/质感 Material
5
4
3
2
1
9
[出示示卡]
Q39c 请再看一下包装，我想问您对这种包装的产品印象。下面我将读出一些语句来描述这种包装的产品，请您用1-5分来表示同意程度，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 1-5 to indicate whether you agree or not, 1 for totally disagree, 5 for totally agree.
[从打X的开始循环] Rotate from X
非常同意
Totally Agree
有些同意
Somewhat agree
无所谓同意/不同意
Neither agree/disagree
有些不同意
Somewhat disagree
非常不同意
Totally Disagree
这是高品质的产品
This is a product of high quality
5
4
3
2
1
这是我愿意购买的品牌
This is the brand I’d like to buy
5
4
3
2
1
这是个高档的品牌
This is a premium brand
5
4
3
2
1
这种产品适合女性
This product suits for female
5
4
3
2
1
这种产品适合孩子
This product suits for children
5
4
3
2
1
它能使我心情舒畅
This product makes me feel happy
5
4
3
2
1
这是由一家值得信赖的公司制造的
This is made by a trustworthy company
5
4
3
2
1
这是个适合送给朋友的产品
This is good for using as gift
5
4
3
2
1
这是个适合送给情人的产品
This is good for giving to lover
5
4
3
2
1
这是个适合自己享用的产品
This is good for self consuming
5
4
3
2
1
这是个适合与朋友分享的产品
This is good for sharing with friends
5
4
3
2
1
[访问员：下面想请您品尝一下这种巧克力]
[被访者品尝巧克力]
Interviewer: Now we would like you taste the chocolate
Respondents tasting chocolate
[出示示卡] Show Card
Q40c 总的来说，对这个产品口味的喜欢程度，请您用1-5分来表示，1分表示非常不喜欢，5分表示非常喜欢，您可以用1-5之间的任何分数来表示您的意见
General speaking, how much do you like the taste, using 1-5 to indicate, 1 for dislike it very much, 5 for like it very much. You can use 1-5 to indicate your likeness
非常喜欢 Like very much 5
喜欢 Like 4
一般 Neither like/dislike 3
不喜欢 Dislike 2
非常不喜欢 Dislike very much 1
Q41c.您喜欢这个产品口味的哪些地方？还有吗？还有吗？
Which aspect of taste do you like? Probe
_____________________________________________________________________________
_____________________________________________________________________________
Q42c.您不喜欢这个产品口味的哪些地方？还有吗？还有吗？
Which aspect of taste do you dislike? Probe
_____________________________________________________________________________
_____________________________________________________________________________
[出示示卡] Show Card
Q43c.请问您用1-5分来对这个产品口味的每个方面打分？
Please comment each aspect of taste using 1-5
[从打X的开始循环] Rotate from X
循环
Rotate
非常好
Extremely good
比较好
Relatively good
一般/无所谓好坏
Neither good/Bad
有些不好
Somewhat bad
非常不好
Extremely bad
不知道
Do not know
色泽 Colour
5
4
3
2
1
9
滑润度 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
有点甜
A bit too sweet
适中
Just right
有点苦
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
有点硬
A bit too hard
适中
Just right
有点软
A bit too soft
非常软
Extremely soft
不知道
do not know
硬度 Hardness
5
4
3
2
1
9
[出示示卡] Show Card
Q44c 不考虑产品的品牌和价格，就产品的包装和口味而言，你会去购买这个产品吗？
Will you purchase the product for its packaging and taste, regardless brand and price?
肯定会购买 Definitely will 5 ( 跳至Q46c Go to Q46c
可能会购买 Probably will 4 ( 跳至Q46c Go to Q46c
可能购买或不购买 Maybe/maybe not 3 ( 跳至Q46c Go to Q46c
可能不会购买 Probably not 2 ( 继续 Continue
肯定不会购买 Definitely not 1 ( 继续 Continue
Q45c请问您为什么这么认为？
Why? Please give reasons
________________________________________________________________________________
_________________________________________________________________________________
Q46c.您觉得这个产品合理价格以及可以接受的最高和最低（过低而让人怀疑产品品质）价格分别是多少？
What is the reasonable price and the acceptable lowest and highest prices for this product?
最容易接受的价格
Most acceptable price
过高的价格
Too high price
过低而让人怀疑品质的价格
Too low price to trigger suspicion in quality
产品比较 Product Comparison
[访问员同时出示测试的A、B两类六个产品]
Interviewer display 6 products of Type A and Type B
Q47.请仔细比较这六个产品，仅从外观考虑，不考虑价格和口味，您认为最可能购买哪个产品？
Please carefully compare these 6 products and which one would you most like to purchase considering the packaging not price or taste?
A 1
B 2
C 3
D 4
E 5
F 6
Q48请问您为什么这么认为？
Why do you think so?
_____________________________________________________________________________
_____________________________________________________________________________
[访问员请将Q47选出的产品代号填入下面横线中]
Interviewer write down the code of selected product
Q49产品___与市场上的同类产品相比，在新颖和独特方面，您如何评价这个产品呢？
Comparing product _____ with the product of same type on market. How do you comment on the product in terms of innovation and originality?
非常新颖 Extremely innovative 5
很新颖 Very innovative 4
有些新颖 Somewhat innovative 3
有一点新颖 A bit innovative 2
一点也不新颖 Not innovative at all 1
Q50.比较这六个产品的口味，您认为最可能购买哪个产品？
Which one, among 6 products, do you most likely want to purchase, in terms of taste?
A 1
B 2
C 3
D 4
E 5
F 6
Q51请问您为什么这么认为？
Why do you think so?
_____________________________________________________________________________
_____________________________________________________________________________
[访问员请将Q50选出的产品代号填入下面横线中]
Interviewer write down the code of selected product
Q52产品___的口味与市场上的同类产品相比，在新颖和独特方面，您如何评价这个产品呢？
Comparing the taste of product _____ with that of the same type of product on market. How do you comment on the product in terms of innovation and originality?
非常新颖 Extremely innovative 5
很新颖 Very innovative 4
有些新颖 Somewhat innovative 3
有一点新颖 A bit innovative 2
一点也不新颖 Not innovative at all 1
背景资料 Background Information
D1家庭规模？Size of family
_______人 Person/people
[出示示卡] Show Card
D2请问您的学历是？ Your level of education
初中及以下 Middle school or under 1
高中/中专 High school/Technical school 2
大专 College 3
大学及以上 University or higher 4
[出示示卡] Show Card
D3请问您的婚姻状况是？ Your marriage status
已婚 Married 1
单身 Single 2
其他 Other 3
[出示示卡] Show Card
D4请问您的职业是？ Your occupation
[访问员:在下表中圈出答案编码，并追问其具体职位名称或工种类别或专业]
Interviewer: Circle the code in the table under and get the exact professional title/profession/major
政府部门/ 国营单位/非生产性的机构
Government/State-owned unit/Service industry
局级干部 1
Head of Bureau
处级干部/科级干部/行政人员/厂长/经理 2
Department/Section Chief/Administrator/Manager
专业人员/技术员 3
Professional/Technician
办公室职员 4
Office worker
工人/服务员 5
Labor/Service worker
外资/合资企业
Foreign/JV Enterprise
行政人员/厂长/经理 6
Administrator/Manager
专业人员/ 技术员 7
Professional/Technician
普通职员 8
Ordinary office worker
工人 9
Worker
私营企业/公司
Private Enterprise
行政人员/厂长/经理 (4名或以上职员) 10
Administrator/Manager(4 staff members or over)
厂长/经理 (0-3 名职员) 11
Manager(0-3 staff members)
专业人员/ 技术员 12
Professional/Technician
普通职员 13
Ordinary Office worker
工人 14
Worker
其它
Other Type
教师 15
Teacher
出租汽车司机 16
Taxi driver
学生 17
Student
下岗/失业/退休 18
Lay-off/Unemployed/Retired
其他（请注明）_______ 97
Other (please specify)
[出示示卡] Show Card
D5 请问您的个人月总收入大约是多少？
What is your personal monthly income?
D5
1,000元以下 1000 yuan or under
1
1,000-1,999
2
2,000-2,999
3
3,000-3,999
4
4,000-4,999
5
5,000-5,999
6
6,000-6,999
7
7,000-7,999
8
8,000-8,999
9
9,
10
10,000-11,999
11
12,000或以上 12,000 yuan or over
12
不知道/拒答 Do not know/Refuse
99
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