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2012
May
S
Social media and the ice cream industry
Social media and the ice cream industry
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Dear participant,
Thank you for taking time to fill out this survey. I am student at Católica Lisbon School of Business and Economics and currently working on my master thesis. This survey is about social media in the ice cream industry. It will take approximately five minutes to complete the survey.
Your survey responses are anonymous, confidential and will only be used for the purpose of the thesis. If you have any questions regarding the thesis or the survey, do not hesitate to contact me:
[email protected]
I would like to thank you very much for your participation, it helps me enormously.
Best regards,
Hilco
Please start with the survey now by clicking on the
Continue
button below.
The following questions are about social media.
First, I will explain in short what social media is:
Simply put: "Social media essentially is a category of online media where people are talking, participating, sharing and networking online."
There is a wide variety of social media, ranging from social sharing sites such as YouTube and Flickr through social networks such as LinkedIn and Facebook.
How often do you actively use the following types of social media?
Never
Less than once a week
Once or twice a week
3-6 times a week
Every day
More than once every day
*
Facebook
*
Myspace
*
Hi5
*
Hyves
*
LinkedIn
*
Twitter
*
Google +
*
YouTube
*
Pinterest
*
Own blog
*
Blogs from others
*
What do you use social media for? Please rank in order of usage. 1 for the one you use social media most for, 5 for the least.
Gathering information
-- Select --
1
2
3
4
5
Sharing content
-- Select --
1
2
3
4
5
Entertainment
-- Select --
1
2
3
4
5
Social interaction
-- Select --
1
2
3
4
5
Purchasing goods/services
-- Select --
1
2
3
4
5
*
How often do you order products/services online on average?
Less than once a year
Once every 6-12 months (once a year)
Once every 4-6 months (2 -3 times a year)
Once every 2-3 months (4-6 times a year)
Once a month
Once every 2-3 weeks
Once a week or more often
*
What are in your opinion the main opportunities for companies using social media? Pick the two biggest opportunities.
Recruiting employees
Building a community
Improving awareness
More cost effective and targeted form of advertising
Market research
Customer interaction
Transparency of company
Indicate to what extend you agree with the following statement (segmented per product category)
"I am influenced by social media when purchasing the following type of product:"
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
*
Books
*
Movies, music & games
*
Groceries
*
Clothing, shoes & jewelry
*
Sports & outdoors
*
Automotive & industrial
Please make an estimation per product category what percentage of your purchase decisions was influenced by friends on social media the last year?
0% (never)
>0%-20%
>20%-40%
>40-60%
>60%-80%
>80%-100%
100% (always)
*
Books
*
Movies, music & games
*
Groceries
*
Clothing, shoes & jewelry
*
Sports & outdoors
*
Automotive & industrial
Please make an estimation per product category what percentage of your purchase decisions was influenced by official company content on social media the last year?
0% (never)
>0%-20%
>20%-40%
>40-60%
>60%-80%
>80%-100%
100% (always)
*
Books
*
Movies, music & games
*
Groceries
*
Clothing, shoes & jewelry
*
Sports & outdoors
*
Automotive & industrial
The following questions are about consumption ice cream. The ice cream market consists of impulse ice cream, artisanal ice cream (luxurious, made by skilled ice cream maker) , frozen yogurt and take-home ice cream.
How often do you normally consume ice cream(s) during the following period?
Once or less than once a month
Twice to 3 times a month
4 to 8 a month (once or twice a week)
More than 8 times a month (more than twice per week)
*
Spring
*
Summer
*
Autumn
*
Winter
*
Where do you purchase ice cream normally? Select two
Convenience store
Service station (e.g. gas station)
Supermarket
Independent retailer (e.g. small store, pastelaria) Specialist retailer
Pharmacy/drug store
Other
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