|
Investigator: Gary Davies, PhD
The purpose of this research study is to better understand consumer perceptions of products and brands in the marketplace. We need you to complete one survey for us, which will take about 10 minutes. You will need to complete each part of the survey before moving on to the next and you won’t be able to return to prior questions. There are no right or wrong answers; we simply want the response that first comes to mind.
There are no risks associated with this project which are expected to be greater than those ordinarily encountered in daily life. Your participation in this research is voluntary. There is no penalty for refusal to participate, and you are free to withdraw your consent and participation in this project at any time, without penalty. All information about you will be kept in confidence and will not be released. The records will have identification numbers, rather than names, on them; you will not be identified individually and we will be looking at the group as a whole.
Contacts: You may contact the researcher at the following address and phone number, should you desire to discuss your participation in the study and/or request information about the results of the study: Gary Davies, Professor of Strategy, Manchester Business School, University of Manchester, United Kingdom (Tel: +44 161 275 6457, email: [email protected]).
If you choose to participate, please click the button below. By clicking the button, you are indicating that you freely and voluntarily agree to participate in this study and you also acknowledge that you are at least 18 years of age. If you want, you may print a copy of this consent page for your records before you begin.
|
| |
|
|
In this study, you will be asked some questions about different brands of shampoo. There are no right or wrong answers to the questions.
|
| |
|
|
Tesco is a UK-based retailer present in many countries. A supermarket similar to Walmart, Tesco stores carry a large assortment of products.
Tesco has historically had a good reputation. It is ranked highly by both customers and employers.
Please look carefully at the picture on the following screen which shows a Tesco shampoo product. Imagine that you are shopping in a Tesco store in Europe and looking at a shelf containing different brands of shampoo.
|
| |
|
|
If you were in the market for shampoo, how likely would you be to purchase Tesco Anti-Dandruff Shampoo?
|
|
|
|
What is the probability that you would purchase Tesco Anti-Dandruff Shampoo?
|
|
|
|
How appealing is Tesco Anti-Dandruff Shampoo?
|
|
|
|
What is your opinion of Tesco Anti-Dandruff Shampoo?
|
|
|
|
How do you feel about Tesco Anti-Dandruff Shampoo?
|
|
|
|
Please indicate the degree to which Tesco Anti-Dandruff Shampoo possesses the following characteristics:
|
|
|
|
|
| What thoughts went through your mind as you looked at the picture? These could be thoughts about a product, information, picture, or anything else. Please write down your thoughts, however relevant or irrelevant: | | |
|
|
The following questions are about Head & Shoulders shampoo:
|
|
| Very Negative | Very Positive |
|
| |
|
|
|
| Very Unfavorably | Very Favorably |
|
| |
|
|
To what extent do you think Head & Shoulders shampoo possesses the following characteristics?
|
|
|
|
Please rate the extent to which you agree or disagree with the following statements.
|
|
|
|
|
|
Now please rate your perceptions of the retailer Tesco:
|
|
|
|
|
|
|
|
How frequently do you purchase the following?:
|
|
|
|
|
The following section asks your personal opinions about the brand tactics used by Tesco. Please read each item carefully and circle the number which corresponds with your answer.
|
|
|
|
Overall, Tesco's selling tactics are.....
|
|
|
|
|
|
|
|
|
|
|
|
Please indicate your agreement with the following statements.
|
|
|
|
Please indicate your agreement to each of the following items:
|
|
|
|