Thank you for your attention and opening this questionnaire.
This is a dissertation research by a master student at Leeds University Business School. The research aims to learn more about people’s beliefs, attitudes, feelings and opinions towards advertising by global brands in China. Your opinion will represent the opinions of thousands of people much like yourself and will be great help of my research.
Your survey responses will be stricly confidential and data from this research will be reported only in the aggregate. Your information will be coded and will remain confidential. If you have questions at any time about the survey or the procedures, you may contact Siyue Wu by email at the email address specified below.
Thank you very much for your time and support. It will take approximately 15 minutes to complete the questionnaire.Please start with the survey now by clicking on the Continue button below.
A. General attitudes
1. When looking at an advertisement, which types of advertising messages do you prefer for each product category?
Please click the chosen circle which represents your degree of agreement with each of the items in the tables below.
Cars
e.g.) Toyota
Very suitable
Somewhat suitable
Not quite suitable
Not suitable at all
Using Chinese celebrity
Using foreign celebrity
Using Chinese ordinary people
Using foreign ordinary people
Present product features and functions clearly
Present professional test
Showing social life and relationship
Showing creative design
More suitable for localized advertising style
More suitable to remain foreign style
Consumer goods
e.g.) Pepsi
Very suitable
Somewhat suitable
Not quite suitable
Not suitable at all
Using Chinese celebrity
Using foreign celebrity
Using Chinese ordinary people
Using foreign ordinary people
Present product features and functions clearly
Present professional test
Showing social life and relationship
Showing creative design
More suitable for localized advertising style
More suitable to remain foreign style
Sports
e.g.) Nike
Very suitable
Somewhat suitable
Not quite suitable
Not suitable at all
Using Chinese celebrity
Using foreign celebrity
Using Chinese ordinary people
Using foreign ordinary people
Present product features and functions clearly
Present professional test
Showing social life and relationship
Showing creative design
More suitable for localized advertising style
More suitable to remain foreign style
2.Which kind of media do you consider are more believable for different types of product?
Please tick as many as you want as long as you believe it is a trustable source for this particular product categories.
TV
Newspaper
Magazine
Radio
Internet
Billboard
Friends/families
Cars
Consumer goods
Sports
B. Agreement questions
3. How do you agree to these statements which describe advertising in China nowadays?
Please tick the box to indicate your degree of agreement for each statement below.
Strongly agree
Agree
Disagree
Strongly disagree
Advertising is essential to the prosperity of my country’s economy.
Today there is too much advertising, it is a waste of money and bother to my
life.
Foreign style advertisement (e.g. in English, use foreign people or foreign
landscape) is not suitable for Chinese consumers.
A famous global brand when advertised in China, should keep the design of the
advertisement the same as where it came from. For example, a famous French perfume, say Chanel, should use French people in its advertisement rather than Chinese.
When a foreign brand came into China, its advertising design should be
tailored to suit Chinese consumers. For example, Coca Cola produced an
advertisement during Chinese New Year and use Chinese traditional lucky doll (A Fu) to say “Happy Lunar New Year from Coca Cola China!”
1) When I learn:
I like to think about ideas
I like to be doing things
I like to warch and listen
I like to deal with my feelings
2) I learn best when:
I rely on logical thinking
I work hard to get things done
I trust my hunches and feelings
I listen and watch carefully
3) When I am learning
I like to ask why
I like to find answers by myself
I have strong feeling and reactions
I am quiet and reserved
4) When I see an advertisement
I get involved
I like to observe
I like to be active
I evaluate things
5) When I am watching an advertisement
I am a responsible person
I am a reserved person
I am a rational person
I am an accepting person
6) I believe an advertisement when
I feel personaly involved and like it
I believe the idea it tells theoretically
I will try things out for myself
I like to see results from my research
7) When I buy
I am open to new experiences
I always try new things when available
I look at all sides of issues
I like to analysis the reasons, break them down into their parts
8) When I am making buying decision
I am an intuitive person, I trust my first sight
I am an observing person, I like to walk around
I am an active persom, I will just buy what I want
I am a logical person, I seldom believe others saying about the product
9) I believe it is a good product when
A chance to use it
Rational theories and its functions
Observation of others use this product
Friends or family tell me it is a good product
D. Single choice
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