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Hello: The researcher is interested in consumers' opinions about various brands and their products. Please indicate to what extent you agree or disagree with the following statements. 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 Helen Chun at 310-721-7302 or by email at the email address ([email protected]). Thank you very much for your time and support. Please start with the survey now by clicking on the Continue button below. Coca-Cola How familiar are you with the brand, Coca-Cola? Not at all familiar Extremely familiar What is your opinion about Coca-Cola? Dislike it very much Like it very much Extremely unfavorable Extremely favorable Coca-Cola Classic How familiar are you with Coca-Cola Classic? Not at all familiar Extremely familiar What is your opinion about Coca-Cola Classic? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Coca-Cola Classic typical or representative of Coca-Cola's products? Not at all typical Extremely typical Coca-Cola Blak How familiar are you with Coca-Cola Blak? Not at all familiar Extremely famiiliar What is your opinion about Coca-Cola Blak? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Coca-Cola Blak typical or representative of Coca-Cola's products? Not at all typical Extremely typical Ford How familiar are you with the brand, Ford? Not at all familiar Extremely familiar What is your opinion about Ford? Dislike it very much Like it very much Extremely unfavorable Extremely favorable Ford Focus How familiar are you with Ford Focus? Not at all familiar Extremely familiar What is your opinion about Ford Focus? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Focus typical or representative of Ford's products? Not at all typical Extremely typical Ford Mustang How familiar are you with Ford Mustang? Not at all familiar Extremely familiar What is your opinion about Ford Mustang? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Mustang typical or representative of Ford's products? Not at all typical Extremely typical Apple How familiar are you with the brand, Apple? Not at all familiar Extremely familiar What is your opinion about Apple? Dislike it very much Like it very much Extremely unfavorable Extremely favorable Apple iMac How familiar are you with Apple iMac? Not at all familiar Extremely familiar What is your opinion about Apple iMac? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is iMac typical or representative of Apple's products? Not at all typical Extremely typical Apple iBook How familiar are you with Apple iBook? Not at all familiar Extremely familiar What is your opinion about Apple iBook? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is iBook typical or representative of Apple's products? Not at all typical Extremely typical Apple iPod How familiar are you with Apple iPod? Not at all familiar Extremely familiar What is your opinion about Apple iPod? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is iPod typical or representative of Apple's products? Not at all typical Extremely typical Sony How familiar are you with the brand, Sony? Not at all familiar Extremely familiar What is your opinion about Sony? Dislike it very much Like it very much Extremely unfavorable Extremely favorable Sony Walkman How familiar are you with Sony Walkman? Not at all familiar Extremely familiar What is your opinion about Sony Walkman? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Walkman typical or representative of Sony's products? Not at all typical Extremely typical Sony PlayStation How familiar are you with Sony PlayStation? Not at all familiar Extremely familiar What is your opinion about Sony PlayStation? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is PlayStation typical or representative of Sony's products? Not at all typical Extremely typical McDonald How familiar are you with the brand, McDonald? Not at all familiar Extremely familiar What is your opinion about McDonald? Dislike it very much Like it very much Extremely unfavorable Extremely favorable McDonald Arch Delux How familiar are you with McDonald Arch Delux? Not at all familiar Extremely familiar What is your opinion about McDonald Arch Delux? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Arch Delux typical or representative of McDonald's products? Not at all typical Extremely typical McDonald Big Mac How familiar are you with McDonald Big Mac? Not at all familiar Extremely familiar What is your opinion about McDonald Big Mac? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Big Mac typical or representative of McDonald's products? Not at all typical Extremely typical Harley-Davidson How familiar are you with the brand, Harley-Davidson? Not at all familiar Extremely familiar What is your opinion about Harley-Davidson? Dislike it very much Like it very much Extremely unfavorable Extremely favorable Harley-Davidson Motorcycles How familiar are you with Harley-Davidson Motorcycles? Not at all familiar Extremely familiar What is your opinion about Harley-Davidson Motorcycles? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Harley-Davidson Motorcycle typical or representative of Harley-Davidsons' products? Not at all typical Extremely typical Harley-Davidson Cafe How familiar are you with Harley-Davidson Cafe? Not at all familiar Extremely familiar What is your opinion about Harley-Davidson Cafe? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Harley-Davidson Cafe typical or representative of Harley-Davidsons' products? Not at all typical Extremely typical Microsoft How familiar are you with the brand, Microsoft? Not at all familiar Extremely familiar What is your opinion about Microsoft? Dislike it very much Like it very much Extremely unfavorable Extremely favorable Microsoft Zune How familiar are you with Microsoft Zune? Not at all familiar Extremely familiar What is your opinion about Microsoft Zune? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Zune typical or representative of Microsoft' products? Not at all typical Extremely typical Microsoft Xbox How familiar are you with Microsoft Xbox? Not at all familiar Extremely familiar What is your opinion about Microsoft Xbox? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Xbox typical or representative of Microsoft' products? Not at all typical Extremely typical Victorinox Swiss Army How familiar are you with the brand, Victorinox Swiss Army? Not at all familiar Extremely familiar What is your opinion about Victorinox Swiss Army? Dislike it very much Like it very much Extremely unfavorable Extremely favorable Victorinox Swiss Army Knife How familiar are you with Victorinox Swiss Army Knife? Not at all familiar Extremely familiar What is your opinion about Victorinox Swiss Army Knife? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Swiss Army Knife typical or representative of Victorinox's products? Not at all typical Extremely typical Victorinox Swiss Army Watch How familiar are you with Victorinox Swiss Army Watch? Not at all familiar Extremely familiar What is your opinion about Victorinox Swiss Army Watch? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Swiss Army Watch typical or representative of Victorinox's products? Not at all typical Extremely typical Campbell's How familiar are you with the brand, Campbell's? Not at all familiar Extremely familiar What is your opinion about Campbell's? Dislike it very much Like it very much Extremely unfavorable Extremely favorable Campbell's Tomato Juice How familiar are you with Campbell's Tomato Juice? Not at all familiar Extremely familiar What is your opinion about Campbell's Tomato Juice? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Campbell's Tomato Juice typical or representative of Campbell's products? Not at all typical Extremely typical Campbell's Chunky Soup How familiar are you with Campbell's Chunky Soup? Not at all familiar Extremely familiar What is your opinion about Campbell's Chunky Soup? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Campbell's Chunky Soup typical or representative of Campbell's products? Not at all typical Extremely typical Campbell's Chicken Noodle Soup How familiar are you with Campbell's Chicken Noodle Soup? Not at all familiar Extremely familiar What is your opinion about Campbell's Chicken Noodle Soup? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Campbell's Chicken Noodle Soup typical or representative of Campbell's products? Not at all typical Extremely typical Campbell's V8 Vegetable Juice How familiar are you with Campbell's V8 Vegetable Juice? Not at all familiar Extremely familiar What is your opinion about Campbell's V8 Vegetable Juice? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is V8 Vegetable Juice typical or representative of Campbell's products? Not at all typical Extremely typical Virgin How familiar are you with the brand, Virgin? Not at all familiar Extremely familiar What is your opinion about Virgin? Dislike it very much Like it very much Extremely unfavorable Extremely favorable Virgin Atlantic Airways How familiar are you with Virgin Atlantic Airways? Not at all familiar Extremely familiar What is your opinion about VIrgin Atlantic Airways? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Virgin Atlantic Airways typical or representative of Virgin's products? Not at all typical Extremely typical Virgin mobile phone How familiar are you with Virgin mobile phone? Not at all familiar Extremely familiar What is your opinion about VIrgin mobile phone? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Virgin mobile phone typical or representative of Virgin's products? Not at all typical Extremely typical Virgin wines How familiar are you with Virgin wines? Not at all familiar Extremely familiar What is your opinion about VIrgin wines? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent are Virgin wines typical or representative of Virgin's products? Not at all typical Extremely typical Nestle How familiar are you with the brand, Nestle? Not at all familiar Extremely familiar What is your opinion about Nestle? Dislike it very much Like it very much Extremely unfavorable Extremely favorable Nestle's Nescafe How familiar are you with Nestle's Nescafe? Not at all familiar Extremely familiar What is your opinion about Nestle's Nescafe? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Nescafe typical or representative of Nestle's products? Not at all typical Extremely typical Nestle PowerBar How familiar are you with Nestle PowerBar? Not at all familiar Extremely familiar What is your opinion about Nestle PowerBar? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is PowerBar typical or representative of Nestle's products? Not at all typical Extremely typical Nestle's Nestea How familiar are you with Nestle's Nestea? Not at all familiar Extremely familiar What is your opinion about Nestle's Nestea? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Nestea typical or representative of Nestle's products? Not at all typical Extremely typical Nestle Crunch How familiar are you with Nestle Crunch? Not at all familiar Extremely familiar What is your opinion about Nestle Crunch? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Nestle Crunch typical or representative of Nestle's products? Not at all typical Extremely typical Johnson & Johnson How familiar are you with the brand, Johnson & Johnson? Not at all familiar Extremely familiar What is your opinion about Johnson & Johnson? Dislike it very much Like it very much Extremely unfavorable Extremely favorable Johnson & Johnson baby shampoo How familiar are you with Johnson & Johnson baby shampoo? Not at all familiar Extremely familiar What is your opinion about Johnson & Johnson baby shampoo? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Johnson & Johnson baby shampoo typical or representative of Johnson & Johnson's products? Not at all typical Extremely typical Hewlett-Packard How familiar are you with the brand, Hewlett-Packard? Not at all familiar Extremely familiar What is your opinion about Hewlett-Packard? Dislike it very much Like it very much Extremely unfavorable Extremely favorable Hewlett-Packard Notebooks How familiar are you with Hewlett-Packard notebooks? Not at all familiar Extremely familiar What is your opinion about Hewlett-Packard notebooks? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent are Hewlett-Packard notebooks typical or representative of Hewlett-Packard's products? Not at all typical Extremely typical Hewlett-Packard Printers How familiar are you with Hewlett-Packard printers? Not at all familiar Extremely familiar What is your opinion about Hewlett-Packard printers? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent are Hewlett-Packard printers typical or representative of Hewlett-Packard's products? Not at all typical Extremely typical Kellogg's How familiar are you with the brand, Kellogg's? Not at all familiar Extremely familiar What is your opinion about Kellogg's? Dislike it very much Like it very much Extremely unfavorable Extremely favorable Kellogg's Pop-Tarts How familiar are you with Kellogg's Pop-Tarts? Not at all familiar Extremely familiar What is your opinion about Kellogg's Pop-Tarts? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent are Kellogg's Pop-Tarts typical or representative of Kellogg's products? Not at all typical Extremely typical Kellogg's Raisin Bran How familiar are you with Kellogg's Raisin Bran? Not at all familiar Extremely familiar What is your opinion about Kellogg's Rasin Bran? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Kellogg's Raisin Bran typical or representative of Kellogg's products? Not at all typical Extremely typical Kellogg's Corn Flakes How familiar are you with Kellogg's Corn Flakes? Not at all familiar Extremely familiar What is your opinion about Kellogg's Corn Flakes? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent are Kellogg's Corn Flakes typical or representative of Kellogg's products? Not at all typical Extremely typical Kellogg's Special K Cereal How familiar are you with Kellogg's Special K Cereal? Not at all familiar Extremely familiar What is your opinion about Kellogg's Special K Cereal? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Special K Cereal typical or representative of Kellogg's products? Not at all typical Extremely typical Kellogg's Stuffing Mix How familiar are you with Kellogg's Stuffing Mix? Not at all familiar Extremely familiar What is your opinion about Kellogg's Stuffing Mix? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Kellogg's Stuffing Mix typical or representative of Kellogg's products? Not at all typical Extremely typical Kellogg's Special K20 Protein Water How familiar are you with Kellogg's Special K20 Protein Water? Not at all familiar Extremely familiar What is your opinion about Kellogg's Special K20 Protein Water? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Special K20 Protein Water typical or representative of Kellogg's products? Not at all typical Extremely typical Hershey's How familiar are you with the brand, Hershey's? Not at all familiar Extremely familiar What is your opinion about Hershey's? Dislike it very much Like it very much Extremely unfavorable Extremely favorable Hershey's Skor Bar How familiar are you with Hershey's Skor Bar? Not at all familiar Extremely familiar What is your opinion about Hershey's Skor Bar? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Hershey's Skor Bar typical or representative of Hershey's products? Not at all typical Extremely typical Hershey's Kisses How familiar are you with Hershey's Kisses? Not at all familiar Extremely familiar What is your opinion about Hershey's Kisses? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent are Hershey's Kisses typical or representative of Hershey's products? Not at all typical Extremely typical Hershey's Symphony Bar How familiar are you with Hershey's Symphony Bar? Not at all familiar Extremely familiar What is your opinion about Hershey's Symphony Bar? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Hershey's Symphony Bar typical or representative of Hershey's products? Not at all typical Extremely typical Hershey's 5th Avenue Candy Bar How familiar are you with Hershey's 5th Avenue Candy Bar? Not at all familiar Extremely familiar What is your opinion about Hershey's 5th Avenue Candy Bar? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Hershey's 5th Avenue Candy Bar typical or representative of Hershey's products? Not at all typical Extremely typical Hershey's White Chocolate How familiar are you with Hershey's White Chocolate? Not at all familiar Extremely familiar What is your opinion about Hershey's White Chocolate? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Hershey's White Chocolate typical or representative of Hershey's products? Not at all typical Extremely typical Hershey's Milk Duds How familiar are you with Hershey's Milk Duds? Not at all familiar Extremely familiar What is your opinion about Hershey's Mllk Duds? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent are Hershey's Milk Duds typical or representative of Hershey's products? Not at all typical Extremely typical Motorola How familiar are you with the brand, Motorola? Not at all familiar Extremely familiar What is your opinion about Motorola? Dislike it very much Like it very much Extremely unfavorable Extremely favorable Motorola ROKR How familiar are you with Motorola ROKR? Not at all familiar Extremely familiar What is your opinion about Motorola ROKR? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Motorola ROKR typical or representative of Motorola's products? Not at all typical Extremely typical Motorola Television Set How familiar are you with Motorola Television Set? Not at all familiar Extremely familiar What is your opinion about Motorola Television Set? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Motorola Television Set typical or representative of Motorola's products? Not at all typical Extremely typical Motorola RAZR How familiar are you with Motorola RAZR? Not at all familiar Extremely familiar What is your opinion about Motorola RAZR? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Motorola RAZR typical or representative of Motorola's products? Not at all typical Extremely typical Motorola QUASAR television How familiar are you with Motorola QUASAR television? Not at all familiar Extremely familiar What is your opinion about Motorola QUASAR television? Dislike it very much Like it very much Extremely unfavorable Extremely favorable To what extent is Motorola QUASAR television typical or representative of Motorola's products? Not at all typical Extremely typical

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