Good morning/afternoon/evening. I’m __________________________ from Roberto & Associates, a market research organization. We are conducting a survey in your neighbourhood about people’s opinions and experiences regarding how they take care of their hair.
SCREENING:
1. How many adult members of this household are 13 years old and above?
2. Who are they and what are their respective age, sex, starting from the oldest down to the youngest?
(Interviewer: Record answers in your probability selection key table. To choose your probability respondent, use this selection key table. Talk to the chosen qualified respondent but first ask the following three additional screening question.)
3. Do you have a member of the family or a close relative who works for a shampoo company? Have (Terminate Interview) 1 Not have 2
4. Do you have a member of the family or a close relative who works for an advertising agency? Have (Terminate Interview) 1 Not have 2
5. Do you have a member of the family or a close relative who works for a market research agency? Have (Terminate Interview) 1 Not have 2
(Interviewer: If respondents answer to Q3 to Q5 are all “not have,” then he/she is qualified for further interviewing.)
I would now like to ask you for your cooperation in answering a number of questions. Our pretest of this questionnaire showed we are able to complete it in about 30 to 40 minutes. That’s about how much time I am asking you now for this interview.
(Interviewer: Wait for respondents’ consent and then proceed: If respondent refuses to cooperate, record this in your field report and go on to the next random household.)
9. What about advertisements for shampoo brands? What shampoo brand advertisements have you seen or read in the past six months? Where else?
10. (For those not mentioned, ask: ) What about this brand’s ad?
11. Will you tell me if you use shampoo or not? No 1 Yes 2 (Go to Q13)
12. Will you please let me know why you do not use shampoo? Why else? (Interviewer: probe for specifics) ______________________________________________________ ______________________________________________________
13. What type of shampoo do you now use?
|Anti-dandruff |1 |
|Shampoo with conditioner |2 |
|For normal hair |3 |
|For dry hair |4 |
|For oily hair |5 |
|Others (specify): |
15. How long (in days or weeks) does this size last with you?
________________# of days or weeks
16. When or for what occasions and purposes do you use shampoo? When or for what else? (Interviewer: probe for specifics) ______________________________________________________ ______________________________________________________
24. When you last bought shampoo, where did you buy it?
25. Where do you buy shampoo most often?
26. The last time you bought shampoo, did you have a brand in mind? No 1 (Go to Q30) Yes 2
27. What was the brand? ___________________________________
28. Did you find the brand in the store you went to? No 1 Yes 2 (Go to Q30)
29. What did you do then? Did you:
|Buy whatever brand was available |1 |
|Look for the brand in another store |2 |
|Postponed buying until next trip |3 |
|Others (specify): |
30. In buying shampoo, what product qualities do you look for? What else? (Interviewer: probe for specifics) ___________________________________________________________
31. What is it about the brand that you last bought which you specifically liked? What else?(Interviewer: probe for specifics) ___________________________________________________________
32. I will now read to you a list of shampoo product qualities and characteristics which I would like you to rate according to how important each of them is to you when you have to choose a shampoo brand. Would you say that:
|4 |Extremely important |
|3 |Quite important |
|2 |A little important |
|1 |Not that important |
| |EI |QI |LI |NI |
|Cleans hair |4 |3 |2 |1 |
|Lathers a lot |4 |3 |2 |1 |
|Leaves hair manageable |4 |3 |2 |1 |
|Leaves hair soft |4 |3 |2 |1 |
|Makes hair fragrant |4 |3 |2 |1 |
|Does not cause hair to have split ends |4 |3 |2 |1 |
|Does not leave hair tangled |4 |3 |2 |1 |
|Does not cause dandruff |4 |3 |2 |1 |
|Gives hair a natural beauty |4 |3 |2 |1 |
|Does not leave hair dry |4 |3 |2 |1 |
|Leaves hair shiny |4 |3 |2 |1 |
|Gives hair body |4 |3 |2 |1 |
33. Now, may I ask you for your opinion about each of the following four shampoo brands? Will you rate each of the attributes that you just rated in importance? Let us start with (brand with tick-off) and rate it on (attribute with tick-off) Would you rate (brand) on (attribute):
| |Sunsilk |Palmolive |Rejoice |J&J |
|Cleans hair | | | | |
|Lathers a lot | | | | |
|Leaves hair manageable | | | | |
|Leaves hair soft | | | | |
|Makes hair fragrant | | | | |
|Does not cause hair to have split ends | | | | |
|Does not leave hair tangled | | | | |
|Does not cause dandruff | | | | |
|Gives hair a natural beauty | | | | |
|Does not leave hair dry | | | | |
|Leaves hair shiny | | | | |
|Gives hair body | | | | |
34. May I please see whatever shampoo brand packages you may have in your house?
| |On-hand |Not Seen |Not Recognized |
|Sunsilk | | | |
|Palmolive | | | |
|Rejoice | | | |
|J&J | | | |
|Pantene | | | |
|Vaseline | | | |
|H&S | | | |
|Others (specify) |
CLASSIFICATION DATA PORTION:
Before we end, may I ask you a few questions about yourself? This is to enable us to classify in what group of people we will count your answers to complete averages and percentages.
35. Are you married? Married 1 Not Married 2
36. What schooling did you finish? No schooling 1 Elementary 2 High School 3 College 4 Graduate School 5
37. Are you currently employed? Yes 1 No 2
38. Considering what all the working household members earn, in which category of total monthly household income do you belong?
P3001 – P7,500 1 P7,501 – P15,000 2 P15,001 – P30,000 3 P30,001 – P50,000 4 More than P50,000 5
39. Do you or your household head own this house you are living in? Own 1 Rent 2
40. Gender of respondent Male 1 Female 2
THANK YOU VERY MUCH FOR YOUR COOPERATION
Interviewer: answer these questions about the respondent based on your observations
Did you think or feel that in answering your questions, the respondent was:
Yes No Honest with his/her answers? 1 2 More like he/she was trying to 1 2 Impress you? Impatient with the interview 1 2 Negative in his/her attitude Toward you and the interview 1 2
