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  1. Surveys
  2. 2007
  3. September
  4. Q
  5. Questionnaire Towards Advertising for Global Brand
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Dear Sir/ Madam,


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
* a. Using Chinese celebrity
* b. Using foreign celebrity
* c. Using Chinese ordinary people
* d. Using foreign ordinary people
* e. Present product features and functions clearly
* f. Present professional test
* g. Showing social life and relationship
* h. Showing creative design
* i. More suitable for localized advertising style
* j. More suitable to remain foreign style
 
Consumer goods

e.g.) Pepsi
Very suitable Somewhat suitable Not quite suitable Not suitable at all
* a. Using Chinese celebrity
* b. Using foreign celebrity
* c. Using Chinese ordinary people
* d. Using foreign ordinary people
* e. Present product features and functions clearly
* f. Present professional test
* g. Showing social life and relationship
* h. Showing creative design
* i. More suitable for localized advertising style
* j. More suitable to remain foreign style
 
Sports

e.g.) Nike
Very suitable Somewhat suitable Not quite suitable Not suitable at all
* a. Using Chinese celebrity
* b. Using foreign celebrity
* c. Using Chinese ordinary people
* d. Using foreign ordinary people
* e. Present product features and functions clearly
* f. Present professional test
* g. Showing social life and relationship
* h. Showing creative design
* i. More suitable for localized advertising style
* j. 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
* a. Cars
* b. Consumer goods
* c. 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
* a. Advertising is essential to the prosperity of my country’s economy.
* b. Today there is too much advertising, it is a waste of money and bother to my life.
* c. Foreign style advertisement (e.g. in English, use foreign people or foreign landscape) is not suitable for Chinese consumers.
* d. 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.
* e. 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!”
 
 
C. Ranking


4. On the next stage you will be asked to complete 9 sentences. Each has four endings. Please rank the endings for each sentence according to how well you think each one fits with you. For example, if ask "when I learn, I learn by: thinking(2), watching(3), feeling(4), doing(1)." That indicates when I learn, I learn by doing at most of time, and rarely by feeling. Try to recall some recent situations where you had to learn something new, for instance, learn knowledge in the class, or know a new product from advertisement.


* 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


Please open the link in a new window in Internet Explorer and answer the following questions.



5. Choose one advertisement you like either A or B from these five groups.


A B
Group 1
Group 2
Group 3
Group 4
Group 5
 
 
 
Group 1
   
Group 2
   
Group 3
   
Group 4
   
Group 5
   
 
 
 
7. Is there any particular advertisement you LIKE? Why? (You can choose from the above pictures or any one you have seen in China.)
   
8. Is there any particular advertisement you DISLIKE? Why? (You can choose from the above pictures or any one you have seen in China.)
   
 
 
F. Personal information


9. Gender
*  
Male Female
 
 
 
*  
   
 
 
11. Degree
 
 
 
 
 
   
 
 
 
Additional Comments/Suggestions for improvement
   
 
Please contact [email protected] if you have any questions regarding this survey.
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