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| Thank you so much for participating in this survey today. Your input will help us develop better products for your children. We will also be asking for your child’s help with this questionnaire. |
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| Do you have a girl living with you at home? |
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| What is your daughter’s age? |
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| Do you shop for toys at Target? |
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| When was the last time you bought your daughter age a doll or doll accessory or she received them as a gift? |
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We would like your daughter age to answer the next few questions. The questions are about girls’ interests and are age-appropriate. At the end we will ask you to answer some questions as well.
Please have your daughter answer the following questions. You can stay and help your daughter type her answers if necessary, but please let her make her own choices and use her own words. The following is for your daughter.
Thank you for helping us today. We want to ask you a few questions about what girls your age like and don’t like.
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| I will show you some names of dolls. Please tell us if you have heard of them before. Have you heard of:
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| Which of the following dolls have you asked for in the past year, including Christmas or Hanukkah? Check all the ones you asked for. |
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| You mentioned that you asked for an Our Generation doll. What do you like about them? Why did you want one? | | |
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| You said that you did not ask for an Our Generation doll. Can you tell us why you did not ask for it? | | |
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I would like to ask you what you think of some dolls. Please tell us which one:
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If you could have one of these dolls, which one would you want?
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| If you could have one of these dolls, which one would you want? |
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| Do you own an Our Generation doll? |
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| Please tell us what makes the Our Generation doll special to you; what makes her better than some other dolls you have? | | |
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Now we would like to ask your mom some questions.
The remaining questions are for mom:
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| I will show you some names of dolls. Please tell us if you have heard of them before. Have you heard of:
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| For each of the following please tell us which ones your daughter owns. |
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| For the same dolls, I’d like to ask you whether you have ever considered buying them for your daughter, and whether you actually bought them.
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| You mentioned that you considered buying Our Generation dolls but didn’t buy them. Can you tell us why you didn’t buy the doll? | | |
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| You mentioned that didn’t consider buying Our Generation dolls. Can you tell us why you didn’t consider buying this doll? | | |
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| You mentioned that you considered buying Our Generation dolls and that you did buy the doll. Can you tell us the reasons for choosing this doll? | | |
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| When you answer the next few questions please refer specifically to the type of doll shown in the picture. You may have seen other dolls from the same brand which are smaller, depict babies, are meant for collecting etc. but in your answers please focus on the type of doll shown in the photo.
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| How much do you think that this 18” Our Generation doll with a book would cost at Target? | | |
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| In the coming year, how likely would you be to buy an Our Generation doll with a book for your daughter at $? |
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| How likely would you be to buy the 18” Our Generation doll with a book for your daughter in the coming year if it costs $32.99? |
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| How much do you think that this 18” American Girl doll with a book would cost? | | |
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| In the coming year, how likely would you be to buy an American Girl doll with a book for your daughter at $? |
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| How likely would you be to buy the 18” American Girl doll with a book for your daughter in the coming year if it costs $95? |
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| How much do you think that this 18” Madame Alexander doll would cost at Target? | | |
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| In the coming year, how likely would you be to buy a Madame Alexander doll for your daughter at $? |
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| How likely would you be to buy the 18” Madame Alexander doll for your daughter in the coming year if it costs $29.99? |
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| How much do you think that this 18” Best Friend Club doll would cost at Target? | | |
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| In the coming year, how likely would you be to buy a Best Friend Club doll for your daughter at $? |
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| How likely would you be to buy the 18” Best Friends Club doll for your daughter in the coming year if it costs $39.99? |
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| You said that you would buy Our Generation dolls. What are the reasons that you would buy them? | | |
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| You said that you would not buy Our Generation dolls. What are the reasons that you would not buy them? | | |
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Please rate this 18” Our Generation doll with a book on a scale of 1-5, with 1 being “definitely disagree” and 5 being “definitely agree”. Would you say the Our Generation doll …
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Please rate this 18” American Girl doll with a book on a scale of 1-5, with 1 being “definitely disagree” and 5 being “definitely agree”. Would you say the American Girl doll …
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Please rate this 18” Best Friend Club doll on a scale of 1-5, with 1 being “definitely disagree” and 5 being “definitely agree”. Would you say the Best Friends Club doll …
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Please rate this 18” Madame Alexander doll on a scale of 1-5, with 1 being “definitely disagree” and 5 being “definitely agree”. Would you say the Madame Alexander doll …
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| Both these dolls with their accompanying accessories would cost $100. If you could buy one of them for your daughter, which one would you choose? |
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| Both these dolls with their accompanying accessories would cost $100. If you could buy one of them for your daughter, which one would you choose? |
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| What is the highest level of education that you have achieved? |
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| What is the annual income of your household? |
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