june 2012 questionnaire “face to · pdf filequestionnaire “face to face”...
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QUESTIONNAIRE “FACE TO FACE” JUNE 2012
FILTERS AND QUOTAS
Good morning / afternoon, I am a student Of Marketing research class at Faculty of
Management in the University of Warsaw and we are conducting a survey about fabric
conditioner.
Do you mind answering this questionnaire? It will take about 30 minutes.
F.1- Are you attending to Marketing Research class at UW this semester?
Yes...........................(1) (STOP INTERVIEW)
No......................... (2) (Go to FILTER 2)
F.2- Have you ever been interviewed for the research about fabric conditioners?
Yes .......................... (1) STOP INTERVIEW)
No ............................(2) (Go to FILTER 3)
F.3- Are you a buyer of fabric conditioner?
Yes.......................... (1) (Go to FILTER 4)
No ............................(2)(STOP INTERVIEW)
F.4- Do you use fabric conditioner at least once a month?
Yes.......................... (1) (Go to FILTER 5)
No ............................(2)(STOP INTERVIEW)
F.5- Are you older than 18 years old?
Yes.......................... (1) (Go to FILTER 6)
No ............................(2)(STOP INTERVIEW)
F.8. Gender:
Man (1) (Please respect the quota, 0%)
Woman (2) (Please respect the quota, 100%)
PART 1: BRAND AWARNESS
We are now going to talk about brands of fabric conditioners.
Q.1 - Please could you tell me the brands of fabric conditioners that you know?
(SPONTANEOUS, do not read the options)
Q.1 SPONTANEOUS Q.2
Silan (1)
E (2)
Domestos (3)
Ecozone (4)
Jelp (5)
Kindy (6)
Ajax (7)
Softlan (8)
Ariel (9)
Lenor (10)
Kuschelweich (11)
Auchan (12)
Other.
Which? ____________________ (13)
Q.2 - I will now show you a card presenting different brands of fabric conditioner. Could you
please tell me which of these brands you know at least the name? (SHOW CARD NUMBER
1)
PART 2: CONSUMER BEHAVIOUR
I would like to ask you now some questions regarding your consumption habits of fabric
conditioners.
Q.1 - On average, how often do you consume fabric conditioners in a month? (SHOW CARD
NUMBER 2)
Once a month (1)
2-3 times a month (2)
4-7 times a month (3)
8 or more times a month (4)
Silan (1)
E (2)
Domestos (3)
Ecozone (4)
Jelp (5)
Kindy (6)
Ajax (7)
Softlan (8)
Ariel (9)
Lenor (10)
Kuschelweich (11)
Auchan (12)
Other.
Which? ____________________ (13)
Q.2 - And, out of this list, which is the main reason for your consumption of fabric conditioners?
And the second reason? And the third reason? (SHOW CARD NUMBER 3)
1st 2
nd 3
rd
Reason Reason Reason To make the clothes smell good (1) (1) (1)
To make the clothes softener (2) (2) (2)
To easier the ironing (3) (3) (3)
Because a relative/friend also uses (4) (4) (4)
Because there is no need to iron (5) (5) (5)
Because someone recommended me (6) (6) (6)
Because I have read in a magazine/newspaper (7) (7) (7)
Because I have watched a commercial (8) (8) (8)
Other. Which? _________________ (9) (9) (9)
Do not answer (0) (0) (0)
Q.3 - Do you consume only one brand of fabric conditioners?
Yes (1) Go to 3.a.
No (2) Go to 3.b
Q.3. a. If yes, which brand? (SHOW CARD NUMBER 1)
Silan (1)
E (2)
Domestos (3)
Ecozone (4)
Jelp (5)
Kindy (6)
Ajax (7)
Softlan (8)
Ariel (9)
Lenor (10)
Kuschelweich (11)
Auchan (12)
Other.
Which? ____________________ (13)
Not applicable (0)
Q.3. b. If no, which brand of fabric conditioner do you consume more? And the second one?
And the third one? (SHOW CARD NUMBER 1)
1st
2nd
3rd
Silan (1) (1) (1)
E (2) (2) (2)
Domestos (3) (3) (3)
Ecozone (4) (4) (4)
Jelp (5) (5) (5)
Kindy (6) (6) (6)
Ajax (7) (7) (7)
Softlan (8) (8) (8)
Ariel (9) (9) (9)
Lenor (10) (10) (10)
Kuschelweich (11) (11) (11)
Auchan (12) (12) (12)
Other.
Which? ____________________ (13) (13) (13)
Not applicable (0) (0) (0)
Q.4. Please tell me what is your favorite kind of fabric conditioner? (SHOW CARD NUMBER
4)
Liquid (1)
Concentrated (2)
Other. Which?____________________ (3)
Do not answer (0)
Q.5. - Please divide 100 points among the following characteristics of fabric conditioner in a
way that the division reflects the relative importance of each characteristic to you in the selection
of a fabric conditioner. (SHOW CARD NUMBER 5)
Points
A.
B.
a) Smell
b) Softness of laundry after being washed
c) Easiness to ironing
d) Size of the bottle
e) Price
f) The fact that the brand has your preferred kind of
fabric conditioner (liquid, concentrated)
g) Durability of the conditioner effect on laundry
h) Quality perception
i) Other. Which? ____________________
TOTAL 100
PART 3: BUYING BEHAVIOUR
We are going to talk about your buying behavior of fabric conditioners.
Q.1. – With which frequency do you buy the fabric conditioner that you consume? (SHOW
CARD NUMBER 6)
Every month (1)
Between 2-3 months (2)
Between 4-5 months (3)
More than 6 months (4)
Q.1. - Where do you buy the fabric conditioner that you consume? (SHOW CARD NUMBER
6)
At a Hypermarket (1)
At a Supermarket (2)
At a Grocery Store (3)
Other? Which________ (4)
Not Applicable (0)
Q.2. - I will show you now a list of different aspects that may be important to you when
choosing a brand of fabric conditioners in a selling point. Please tell me whether each aspect is
important for you in a scale from 1-Not important at all to 5- Very important. (SHOW CARD
NUMBER 7)
Not important
at all
Very
Important
Not
Applicable
a) Price (1) (2) (3) (4) (5) (0)
b) Promotions (1) (2) (3) (4) (5) (0)
c) Eye-catching bottle/package (1) (2) (3) (4) (5) (0)
d) Availability of the favorite brand in
the store (1) (2) (3) (4) (5) (0)
e) Visibility of the brand in the store (1) (2) (3) (4) (5) (0)
g) Habit of consuming the brand (1) (2) (3) (4) (5) (0)
h) End-of-aisle displays (1) (2) (3) (4) (5) (0)
i) Requests of people that live with you (1) (2) (3) (4) (5) (0)
j) Size of the bottle available (1) (2) (3) (4) (5) (0)
k) Number of dosages per package (1) (2) (3) (4) (5) (0)
Q.3. - When you select a fabric conditioner, which of the following sizes do you prefer? (Accept
only one answer) (SHOW CARD NUMBER 8)
Smaller than 1 liter (1)
1,5 litters (2)
2 liters (3)
4 liters (4)
Bigger than 4 liters (5)
PART 4: VALUES AND PERCEPTIONS
I will now presenting you a list with some values that may apply to fabric conditioners brands.
Before asking the questions check if respondents know the brand (see P1.Q.2).
Q.1. - In a scale from 1 to 5, how would you define Silan fabric conditioner: (SHOW CARD
NUMBER 9)
Low quality (1) (2) (3) (4) (5) High quality
Static (1) (2) (3) (4) (5) Dynamic
Unhappy (1) (2) (3) (4) (5) Happy
Old (1) (2) (3) (4) (5) Young
Traditional (1) (2) (3) (4) (5) Modern
Not irreverent (1) (2) (3) (4) (5) Irreverent
Not familiar (1) (2) (3) (4) (5) Familiar
Not radical (1) (2) (3) (4) (5) Radical
Not innovative (1) (2) (3) (4) (5) Innovative
Cheap (1) (2) (3) (4) (5) Expensive
Bad mood (1) (2) (3) (4) (5) Good mood
Not smell (1) (2) (3) (4) (5) Intensive smell
Not soft (1) (2) (3) (4) (5) Soft
Unattractive (1) (2) (3) (4) (5) Attractive
Does not relate to me (1) (2) (3) (4) (5) Relate to me
Not Trustful (1) (2) (3) (4) (5) Trustful
0- Not Applicable
Q.2. - In a scale from 1 to 5, how would you define E ( fabric conditioner: (SHOW CARD
NUMBER 9)
Low quality (1) (2) (3) (4) (5) High quality
Static (1) (2) (3) (4) (5) Dynamic
Unhappy (1) (2) (3) (4) (5) Happy
Old (1) (2) (3) (4) (5) Young
Traditional (1) (2) (3) (4) (5) Modern
Not irreverent (1) (2) (3) (4) (5) Irreverent
Not familiar (1) (2) (3) (4) (5) Familiar
Not radical (1) (2) (3) (4) (5) Radical
Not innovative (1) (2) (3) (4) (5) Innovative
Cheap (1) (2) (3) (4) (5) Expensive
Bad mood (1) (2) (3) (4) (5) Good mood
Not smell (1) (2) (3) (4) (5) Intensive smell
Not soft (1) (2) (3) (4) (5) Soft
Unattractive (1) (2) (3) (4) (5) Attractive
Does not relate to me (1) (2) (3) (4) (5) Relate to me
Not Trustful (1) (2) (3) (4) (5) Trustful
0- Not Applicable
Q.3. - In a scale from 1 to 5, how would you define Kuschelweich fabric conditioner: (SHOW
CARD NUMBER 9)
Low quality (1) (2) (3) (4) (5) High quality
Static (1) (2) (3) (4) (5) Dynamic
Unhappy (1) (2) (3) (4) (5) Happy
Old (1) (2) (3) (4) (5) Young
Traditional (1) (2) (3) (4) (5) Modern
Not irreverent (1) (2) (3) (4) (5) Irreverent
Not familiar (1) (2) (3) (4) (5) Familiar
Not radical (1) (2) (3) (4) (5) Radical
Not innovative (1) (2) (3) (4) (5) Innovative
Cheap (1) (2) (3) (4) (5) Expensive
Bad mood (1) (2) (3) (4) (5) Good mood
Not smell (1) (2) (3) (4) (5) Intensive smell
Not soft (1) (2) (3) (4) (5) Soft
Unattractive (1) (2) (3) (4) (5) Attractive
Does not relate to me (1) (2) (3) (4) (5) Relate to me
Not Trustful (1) (2) (3) (4) (5) Trustful
0- Not Applicable
PART 5: ADVERTISEMENT AND COMMUNICATION
Q.1. - For advertising campaigns of fabric conditioners, please select the source of information
that you consider to best get your attention? And the second one? And the third one? (SHOW
CARD NUMBER 10)
1st
2nd
3rd
a) Traditional TV (1) (1) (1)
b) Cable TV (2) (2) (2)
c) Cinema (3) (3) (3)
d) Magazine (4) (4) (4)
e) Journal (5) (5) (5)
f) Outdoors (6) (6) (6)
g) Internet (7) (7) (7)
h)Social events (8) (8) (8)
i) Social Networks (9) (9) (9)
j) Radio (10) (10) (10)
k) Point of Purchase (11) (11) (11)
l) Other. (12) (12) (12)
Which?______________________
Q.2. I will now show you a card presenting some aspects that may be important in an
advertisement of fabric conditioner. Please divide 100 points among the following aspects in a
way that the division reflects the relative importance of each aspect to you in an advertisement of
a fabric conditioner. (SHOW CARD NUMBER 11)
Points
a) Creativity
b) Information about composition
c) Softness association
d) Easiness to remember
e) Washed clothes feeling
g) Humour
h) Information about benefits of the conditioner
i) Originality
k) Actors involved
m) Other.Which?_____________________
TOTAL 100
Q.3. Do you remember any SILAN advertising campaign?
Yes.......................... (1) (Go to Q.4)
No…………………(0) (Go to Q.5)
Q.4. - Do you remember any KUSCHELWEICH advertising campaign?
Yes.......................... (1) (Go to Q.6)
No………………… (2) (Go to Q.7)
Q.5. - (Only for respondents that remember SILAN campaign)
In a scale from 1 to 5, how would you define the advertising of SILAN fabric conditioner:
(SHOW CARD NUMBER 12) 0 - Not Applicable
Static (1) (2) (3) (4) (5) Dynamic
Not informative (1) (2) (3) (4) (5) informative
Old (1) (2) (3) (4) (5) Young
Not Comic (1) (2) (3) (4) (5) Comic
Not irreverent (1) (2) (3) (4) (5) Irreverent
Not familiar (1) (2) (3) (4) (5) Familiar
Not radical (1) (2) (3) (4) (5) Radical
Not innovative (1) (2) (3) (4) (5) Innovative
Happy (1) (2) (3) (4) (5) Unhappy
Bad mood (1) (2) (3) (4) (5) Good mood
Unactractive (1) (2) (3) (4) (5) Attractive
“not directed to housewives” (1) (2) (3) (4) (5) “directed to housewives”
Q.6. - In a scale from 1 to 5, how would you define the advertising of KUSCHELWEICH
fabric conditioner:
(SHOW CARD NUMBER 12) 0 – Not Applicable
Static (1) (2) (3) (4) (5) Dynamic
Not informative (1) (2) (3) (4) (5) informative
Old (1) (2) (3) (4) (5) Young
Not Comic (1) (2) (3) (4) (5) Comic
Not irreverent (1) (2) (3) (4) (5) Irreverent
Not familiar (1) (2) (3) (4) (5) Familiar
Not radical (1) (2) (3) (4) (5) Radical
Not innovative (1) (2) (3) (4) (5) Innovative
Happy (1) (2) (3) (4) (5) Unhappy
Bad mood (1) (2) (3) (4) (5) Good mood
Unactractive (1) (2) (3) (4) (5) Attractive
“not directed to housewives” (1) (2) (3) (4) (5) “directed to housewives”
Q.7. – Have you already visited the silan website?
Yes…....................... (1)
No …........................(2) (Go to Part 6)
Q.8. - . Out of this list, please tell me the main reason why did you go to the Silan website?
(SHOW CARD NUMBER 18)
1) To see the movies
2) To look to promotions
3) Because a friend told me to
4) To know more about the brand
5) To reach more information about the products
6) To get some advice on how to do the fabric
7) To make some suggestions
8) To know the Comfort family
9) By curiosity
10) Other. Which?____________________
11) Do not answer
Not Applicable
Q.9. – Please tell me your opinion on the different sentences about the Comfort website, in a
scale from 1-Strongly Disagree to 5 – Strongly agree. (SHOW CARD NUMBER 19)
Not important
at all
Very
important
Not
applicable
a) It is funny (1) (2) (3) (4) (5) (0)
b) It has good music (1) (2) (3) (4) (5) (0)
c) It is too complex (1) (2) (3) (4) (5) (0)
d) It is “User-friendly” (1) (2) (3) (4) (5) (0)
e) It is creative (1) (2) (3) (4) (5) (0)
f) It has a good design (1) (2) (3) (4) (5) (0)
g) It has links to useful sites (1) (2) (3) (4) (5) (0)
h) It has interesting contests (1) (2) (3) (4) (5) (0)
i) It is fast to access (1) (2) (3) (4) (5) (0)
j) It fits the COMFORT brand (1) (2) (3) (4) (5) (0)
k) It has useful information (1) (2) (3) (4) (5) (0)
Q.8. – Have you already visited the Facebook of Silan?
Yes…....................... (1)
No …........................(2) (Go to Part 6)
PART 6: RESPONDENT PROFILE
Q.1. Gender:
Male…............................... (1)
Female…........................... (2)
Q.2. – Nationality:
Polish…........................... (1)
Other, specify:….......................(2)
Q.3. – Area of residence:
North (1)
Center (2)
South (3)
Q.4. – Occupation:
Housewife (1)
Student (2)
Professor (3)
Manager (4)
Storekeeper (5)
Other. Wich? _____________ (6)
Q.5. – Hobbies:
a) Cinema (1)
b) Sports (2)
c) Music (3)
d) Art (4)
e) Electronics (5)
f) Literature (6)
g) Photography (7)
h) Other.Which?______________________ (8)
Thank you very much for your help.
CARD NUMBER 1
Silan (1)
E (2)
Domestos (3)
Ecozone (4)
Jelp (5)
Kindy (6)
Ajax (7)
Softlan (8)
Ariel (9)
Lenor (10)
Kuschelweich (11)
Auchan (12)
Other.
Which? ____________________ (13)
CARD NUMBER 2
Once a month (1)
2-3 times a month (2)
4-7 times a month (3)
8 or more times a month (4)
CARD NUMBER 3
1st 2
nd 3
rd
Reason Reason Reason To make the clothes smell good (1) (1) (1)
To make the clothes softener (2) (2) (2)
To easier the ironing (3) (3) (3)
Because a relative/friend also uses (4) (4) (4)
Because there is no need to iron (5) (5) (5)
Because someone recommended me (6) (6) (6)
Because I have read in a magazine/newspaper (7) (7) (7)
Because I have watched a commercial (8) (8) (8)
Other. Which? _________________ (9) (9) (9)
CARD NUMBER 4
Liquid (1)
Concentrated (2)
Other. Which?____________________ (3)
CARD NUMBER 5
Points
CARD NUMBER 6
At a Hypermarket (1)
At a Supermarket (2)
At a Grocery Store (3)
Other? Which________ (4)
a) Smell
b) Softness of laundry after being washed
c) Easiness to ironing
d) Size of the bottle
e) Price
f) The fact that the brand has your preferred kind of
fabric conditioner (liquid, concentrated)
g) Durability of the conditioner effect on laundry
h) Quality perception
i) Other. Which? ____________________
TOTAL 100
CARD NUMBER 7
Not important
at all
Very
Important
a) Price (1) (2) (3) (4) (5)
b) Promotions (1) (2) (3) (4) (5)
c) Eye-catching bottle/package (1) (2) (3) (4) (5)
d) Availability of the favorite brand in
the store (1) (2) (3) (4) (5)
e) Visibility of the brand in the store (1) (2) (3) (4) (5)
g) Habit of consuming the brand (1) (2) (3) (4) (5)
h) End-of-aisle displays (1) (2) (3) (4) (5)
i) Requests of people that live with you (1) (2) (3) (4) (5)
j) Size of the bottle available (1) (2) (3) (4) (5)
k) Number of dosages per package (1) (2) (3) (4) (5)
CARD NUMBER 8
Smaller than 1 liter (1)
1,5 litters (2)
2 liters (3)
4 liters (4)
Bigger than 4 liters (5)
CARD NUMBER 9
Low quality (1) (2) (3) (4) (5) High quality
Static (1) (2) (3) (4) (5) Dynamic
Unhappy (1) (2) (3) (4) (5) Happy
Old (1) (2) (3) (4) (5) Young
Traditional (1) (2) (3) (4) (5) Modern
Not irreverent (1) (2) (3) (4) (5) Irreverent
Not familiar (1) (2) (3) (4) (5) Familiar
Not radical (1) (2) (3) (4) (5) Radical
Not innovative (1) (2) (3) (4) (5) Innovative
Cheap (1) (2) (3) (4) (5) Expensive
Bad mood (1) (2) (3) (4) (5) Good mood
Not smell (1) (2) (3) (4) (5) Intensive smell
Not soft (1) (2) (3) (4) (5) Soft
Unattractive (1) (2) (3) (4) (5) Attractive
Does not relate to me (1) (2) (3) (4) (5) Relate to me
Not Trustful (1) (2) (3) (4) (5) Trustful
CARD NUMBER 10
1st
2nd
3rd
a) Traditional TV (1) (1) (1)
b) Cable TV (2) (2) (2)
c) Cinema (3) (3) (3)
d) Magazine (4) (4) (4)
e) Journal (5) (5) (5)
f) Outdoors (6) (6) (6)
g) Internet (7) (7) (7)
h)Social events (8) (8) (8)
i) Social Networks (9) (9) (9)
j) Radio (10) (10) (10)
k) Point of Purchase (11) (11) (11)
l) Other. (12) (12) (12)
Which?______________________
CARD NUMBER 11
a) Creativity
b) Information about composition
c) Softness association
d) Easiness to remember
e) Washed clothes feeling
g) Humour
h) Information about benefits of the conditioner
i) Originality
k) Actors involved
m) Other.Which?_____________________
TOTAL 100
CARD NUMBER 12
Static (1) (2) (3) (4) (5) Dynamic
Not informative (1) (2) (3) (4) (5) informative
Old (1) (2) (3) (4) (5) Young
Not Comic (1) (2) (3) (4) (5) Comic
Not irreverent (1) (2) (3) (4) (5) Irreverent
Not familiar (1) (2) (3) (4) (5) Familiar
Not radical (1) (2) (3) (4) (5) Radical
Not innovative (1) (2) (3) (4) (5) Innovative
Happy (1) (2) (3) (4) (5) Unhappy
Bad mood (1) (2) (3) (4) (5) Good mood
Unactractive (1) (2) (3) (4) (5) Attractive
“not directed to housewives” (1) (2) (3) (4) (5) “directed to housewives”