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立 政 治 大 學
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APPENDIX 7 THE QUESTIONNAIRE OF STUDY 3 Dear Friend,
Thanks for your participation in my research. The purpose of this survey is to collect your thoughts about some brands and products. The questions involve no invasion of your rights of privacy.
It may take you 10-15 minutes to complete this survey. Please do not use the “back” function to change your answers in a previous page, or suspend answering for a long time once you start the questions because you may lose all the answers you’ve provided.
Thank you very much for your help!
Meng-Chun Tsai International Visiting Scholar Robins Business School University of Richmond
There are six parts in this questionnaire:
Part A asks you to provide your background information.
Part B has one question that asks you to provide your thoughts about a new product. Other questions in this part ask you to provide your answers by clicking at the appropriate spots.
Parts C, D, E and F ask you to provide your answers by clicking a circle on the scale provided.
Gentle Reminders:
• Once you start to answer the questions of this survey, please DO NOT use the "BACK" function or suspend answering for a long time once you start the questions because you may lose all the answers you've provided.
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立 政 治 大 學
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【Part A】 Please provide your background information.
《A-1》Have you ever lived in any countries outside the U.S. more than 5 years in the past 10 years? □Yes □No
《A-2》What is your age?
《A-3》Are you a native English speaker? □Yes □No
《A-4》Are you fluent in other languages in addition to English?
□No □Yes, I’m fluent in
《A-5》What is your gender? □Male □Female
【Part B】
Two brands “Tropicana” and “Pringles” are planning to introduce a new product “Puff Pastry” together with the name “Tropicana Pringles Puff Pastry”. Please answer the following questions based on your knowledge and imagination.
《B-1》What do you think would be the characteristics or attributes of the new product “Tropicana Pringles Puff Pastry”?
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《B-2》
If a pause is required when you read the expression “Tropicana Pringles Puff Pastry” aloud, where will be the most likely pause point?
Please read this expression “Tropicana Pringles Puff Pastry” aloud until you find the “natural pause” in your mind. Please choose one answer below that shows your natural pause point in your mind by clicking at the appropriate spot. The pause point in each expression listed below is presented using a “ , “.
□ Tropicana , Pringles Puff Pastry
□ Tropicana Pringles , Puff Pastry
《B-3-1》Which brand do you think the product “Tropicana Pringles Puff Pastry” is more associated with?
more associated with Tropicana □ □ □ □ □ □ □ more associated with Pringles
《B-3-2》Which brand do you think the product “Tropicana Pringles Puff Pastry” belongs to?
belongs to Tropicana □ □ □ □ □ □ □ belongs to Pringles
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《B-4》
Based on your imagination of the new product “Tropicana Pringles Puff Pastry”, which one in the left column below will be the most possible type for this new product? Please drag THREE items from the left column into the right column, and rank them based on the possible flavors of the new product “Tropicana Pringles Puff Pastry”. The first one you place in the right column will be the most possible type of the new product in your mind.
□ Peach Tart □ Mushroom & Bacon Triangle
□ Buffalo Chicken Puff □ Apple Strudel
□ Cerry Turnover □ Spinach-Cheese Swirl
□ Sausage Bite □ Strawberry Napoleon
□ Fruit Dumpling Bake □ Basil-Mushroom Cup
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《B-5》Please indicate the extent you disagree or agree that the new product
“Tropicana Pringles Puff Pastry” could be described by the attributes listed below.
1. Fruity Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree 2. Crispy Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree 3. Nutritious Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree 4. Salty Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree 5. Healthy Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree 6. High-Caloried Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree
《B-6》Please indicate the responsibility level of these two brands by clicking a circle on the scale provided based on your imagination about the new product.
1. Which brand would be responsible for planning to introduce the new product “Tropicana Pringles Puff Pastry” ?
□ □ □ □ □ □ □
2. Which brand would be responsible for the marketing of the new product “Tropicana Pringles Puff Pastry” ?
□ □ □ □ □ □ □
Tropicana has full responsibility Pringles has full responsibility
Tropicana has full responsibility Pringles has full responsibility
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立 政 治 大 學
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【Part C】 The purpose of Part C is to collect your opinions about the two brands Tropicana and Pringles. Please answer the following questions based on your knowledge and experience by clicking by clicking a circle on the scale provided on the scale provided.
《C-1》Please indicate the extent you disagree or agree that the products of Tropicana itself in the past could be described by the attributes listed below.
1. Fruity Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree 2. Crispy Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree 3. Nutritious Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree 4. Salty Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree 5. Healthy Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree 6. High-Caloried Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree
《C-2》Please indicate the extent you disagree or agree that the products of Pringles itself in the past could be described by the attributes listed below.
1. Fruity Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree 2. Crispy Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree 3. Nutritious Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree 4. Salty Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree 5. Healthy Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree 6. High-Caloried Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree
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立 政 治 大 學
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【Part D】 Please answer the following questions based on your experience by clicking by clicking a circle on the scale provided.
《D-1》 Please indicate how familiar you are with each of the following brands.
1. Tropicana Never Heard of It 1 2 3 4 5 6 7 Very Familiar 2. Pringles Never Heard of It 1 2 3 4 5 6 7 Very Familiar
《D-2》 Please indicate how much you like each of the following brands.
1. Tropicana Extremely Dislike 1 2 3 4 5 6 7 Extremely Like 2. Pringles Extremely Dislike 1 2 3 4 5 6 7 Extremely Like
《D-3》 Please rate the product quality of each of the following brands.
1. Tropicana Inferior Quality 1 2 3 4 5 6 7 Superior Quality 2. Pringles Inferior Quality 1 2 3 4 5 6 7 Superior Quality
《D-4》 Please indicate how often you consume the products of the following brands.
1. Tropicana Never Consume 1 2 3 4 5 6 7 Consume Regularly 2. Pringles Never Consume 1 2 3 4 5 6 7 Consume Regularly
《D-5》 Please rate how well each of the following brands market (i.e., advertise, sell and distribute) their products based on your experience and knowledge.
1. Tropicana Extremely Poor 1 2 3 4 5 6 7 Extremely Well 2. Pringles Extremely Poor 1 2 3 4 5 6 7 Extremely Well
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【Part E】 Please answer the following questions based on your perception and imagination by clicking by clicking a circle on the scale provided.
《E-1》 Please indicate what you would think about each of the two brands introducing the new product “puff pastry”.
1. Tropicana introduces a puff pastry.
Does not make sense at all
1 2 3 4 5 6 7 Makes a lot of sense 2. Pringles introduces a puff pastry. Does not make
sense at all
1 2 3 4 5 6 7 Makes a lot of sense
《E-2》 Please indicate what you would think about the two brands Tropicana and Pringles becoming partners and introduced a new product together.
Not suitable at all 1 2 3 4 5 6 7 Extremely suitable
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立 政 治 大 學
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【Part F】
Mr. Smith bought this new product “Tropicana Pringles Puff Pastry” last week. He had never seen this new product before. Recently, he tried “Tropicana Pringles Puff Pastry” while watching a baseball game on TV at home. “Oh! It tastes awful!” he thought after biting off a big piece of the product. He felt so upset that he decided to make a call to complain about it.
1. According to the description of Mr. Smith’s experience when trying the new product “Tropicana Pringles Puff Pastry” above, which company do you think Mr. Smith would call to complain?
Definitely Tropicana □ □ □ □ □ □ □ Definitely Pringles
2. Mr. Smith thought “I’ll never buy any products of again!” Which brand is more likely in the blank?
Definitely Tropicana □ □ □ □ □ □ □ Definitely Pringles
Thank you for completing the on-line survey. While you may be familiar with Tropicana and Pringles, the new product “Tropicana Pringles Puff Pastry”
and the scenario of Mr. Smith’s experience in this survey are all fictitious. They were created only for research purpose. Your input is very beneficial to the future co-branding practices. Thanks again and I wish you a fruitful year!
Meng-Chun Tsai International Visiting Scholar Robins Business School University of Richmond