UAI Questionnaire

INTRODUCTION
Good day! We are students majoring in Marketing Management. Currently, we are in the
process of gathering information necessary for our research on the corned beef industry
We would like to ask for your cooperation in answering a number of questions. We assure
you that your answers will be treated with utmost confidentiality and will only be used for the
purpose of our academic study.
Thank you!
Janine Aboy, Wencey Advincula, Cheru, Fajardo, Patrick Francisco, Danika Madulid,
Raphael Roblem, Ralph Roman, Arni Santiago, Matt Santos, Aric Valenzuela
SCREENING
1. Do you have a member of the family or a close relative who works for a corned beef
manufacturing (and/or) distributing company?
Yes
_____ [If Yes, TERMINATE]
None _____ [Proceed.]
2. Do you have a member of the family or a close relative who works for an advertising
agency?
Yes
_____ [If Yes, TERMINATE]
None _____ [Proceed.]
3. Do you have a member of the family or a close relative who works for a market research
agency?
Yes
_____ [If Yes, TERMINATE]
None _____ [Proceed.]

If respondents answer to Q1 to Q3 is all not have, then he/she is qualified for

further interviewing.

I would now like to ask you for your cooperation in answering a number of questions. Our
pretest of this questionnaire showed that we are able to complete it in about 10 to 15 minutes.
Thats about how much time I am asking you now for this interview. [Wait for respondents
consent and then proceed]
CORE DATA PORTION:
4. When thinking about corned beef, what brands come to your mind? What else?

5. [FOR BRANDS NOT MENTIONED, ASK] What about (brand not mentioned)? Do you
know this brand?

Argentina
Brillos Premium
Delimondo
Hereford
Highlands
Libys
Purefoods
Swift
Others:
__________
__________

Q4
FM
1
2
3
4
5
6
7
8

Q5
OM
1
2
3
4
5
6
7
8

Aided
1
2
3
4
5
6
7
8

()
()

()
()

()
()

6. [FOR THE FIRST MENTIONED BRAND, ASK:] Where did you learn about this brand?
Television
Radio
Newspaper
Magazines
Friends/relatives
Others: __________

1
2
3
4
5
()

7. What corned beef brand advertisements have you seen, heard or read in the past 3
months?

Argentina
Brillos Premium
Delimondo
Hereford
Highlands
Libys
Purefoods
Swift
Others:
__________
__________

Q7
FM
1
2
3
4
5
6
7
8

Q8
OM
1
2
3
4
5
6
7
8

Aided
1
2
3
4
5
6
7
8

()
()

()
()

()
()

8. [FOR THOSE NOT MENTIONED, ASK:] What about this brands ad? Have you seen,
heard, or read it? [Tally above]
9. Do you consume corned beef or not?
a. No _____ Why not? ____________________ [Go to Q12]
b. Yes _____ [Go to Q13]

10. For what occasions or purpose do you consume hair shampoo? Please check:
a. For eating breakfast
1
b. For cooking for the kids
2
c. For packed meals
3
d. For holiday feasts
4
e. As substitute to meat
5
f. Others: ____________________
6
11. What variants of corned beef products do you consume? (Show samples)
a. Extra-long shreds
1
b. Chunky
2
c. Carne Norte
3
d. Hot and spicy
4
e. Others: __________ ( )
__________ ( )
12. Who else in your household consume corned beef products?
a. Parents
1
b. Brother(s)/Sister(s)
2
c. Grandparents
3
d. Helpers
4
e. Others:___________ ( )
13. During the last time
___________________

you

consumed

corn

beef,

where

did you

eat

14. With what other product/s do you consume corned beef with? ____________________
15. What brands of corned beef have you ever tried? [Use table below]
16. What brand did you last consume? [Use table below]
17. What did you have previous to the last one? [Use table below]

it?

18. What brand do you use most often? [Use table below.]
Argentina
Brillos Premium
Delimondo
Hereford
Highlands
Libys
Purefoods
Swift
Others:
____________
____________
No Answer:

Q15
1
2
3
4
5
6
7
8

Q16
1
2
3
4
5
6
7
8

Q17
1
2
3
4
5
6
7
8

Q18
1
2
3
4
5
6
7
8

()
()
()

()
()
()

()
()
()

()
()
()

19. Who usually buys corned beef in your household?

a. Household Head
1
b. Mother
2
c. Household Helper/s
3
d. Myself
4
e. Others: _________
5
20. Where did you last purchase your corned beef? [Use table below.]
21. Where do you most often purchase your corned beef? [Use table below.]
Supermarket
Grocery Store
Sari-Sari Store
Convenience Store
Others:
_____________
_____________

Q20
1
2
3
4

Q21
1
2
3
4

()
()

()
()

22. How often do you/your household buy corned beef products?

a. Once a day
1
b. 3 times a week
2
c. 2 times a week
3
d. Once a week
4
e. 3 times a month
5
f. 2 times a month
6
g. Once a month
7
23. What variant of corned beef did you/your household last buy? ____________________

24. What pack/sizes do you/your household usually buys? [Show sample if need be.]
a. 100 g
1
b. 150 g
2
c. 175 g
3
d. 260 g
4
e. 1.8 kg
5
f. Others:
_____________
()
_____________
()
25. For Question 24, how many of that size did you last buy? __________
26. How much are you willing to pay for a 175 g of corned beef? (Show flashcards)
a. Below P 40
1
b. P 40.01 to P 50.00
2
c. P 50.01 to P 60.00
3
d. P 60.01 to P 70.00
4
e. Above P 70.00
5
27. What else did you/your household buy to go along corned beef?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
28. That last time you bought corned beef; did you have a brand in mind?
a. No
_____ 1 [Go to Q31]
b. Yes
_____ 2, What brand was it? ____________________ [Go to Q29]
29. Did you find that brand in the store you went to?
a. No
_____ 1 [Go to Q30]
b. Yes
_____ 2 [Go to Q31]
30. What did you do then? Did you:
a. Buy whatever brand was available
b. Look for the brand in another store
c. Postponed buying until next trip
d. Others: __________________________

1
2
3
4

31. I will now read to you a list of corned beef product qualities and characteristics which I
would like you to rate according to how important each of them is to you when you have
to choose a hair shampoo brand.
4 = Extremely Important
3 = Quite Important
2 = Little Important
1 = Not Important
a. Its selling price..
b. Has many variants....
c. Has many pack/sizes to choose from
d. Packaging.
e. Smell when cooking.

EI
4
4
4
4
4

QI
3
3
3
3
3

LI
2
2
2
2
2

NI
1
1
1
1
1

f. Benefits.

g. Easily bought/available.
h. Easily visible on shelves..
i. Brand perception...
k. Popular brand.......
l.
m.

4
4
4
4
4
4

3
3
3
3
3
3

2
2
2
2
2
2

1
1
1
1
1
1

32. Now, may I ask you for your opinion about each of the following six hair shampoo
brands? Will you rate each of them on each of the attributes that you just rated in
importance?
5 = Excellent
4 = Above Average
3 = Average
2 = Below Average
1 = Poor
Legend: (1) Argentina, (2) Brillos Premium, (3) Delimondo, (4) Hereford, (5) Highlands (6)
Libys, (7) Purefoods, (8) Swift
(1) (2) (3) (4) (5) (6) (7) (8)
a. Its selling price
() () () () () () () ()
b. Has many variants
() () () () () () () ()
c. Has many pack sizes to choose from
() () () () () () () ()
d. Packaging
() () () () () () () ()
e. Smell when cooking
() () () () () () () ()
f. Benefits
() () () () () () () ()
g. Easily bought/available
() () () () () () () ()
h. Easily visible on shelves
() () () () () () () ()
i. Brand perception
() () () () () () () ()
k. Popular brand
() () () () () () () ()
l.
() () () () () () () ()
m.
() () () () () () () ()

CLASSIFICATION DATA PORTION:

33. Status:
Single
Married
34. Educational attainment:

1
2

Elementary
Secondary/H.S.
Undergrad/College
Post-Grad
Others

1
2
3
4
5

35. Which of the following household facilities and devices do you have at home?
Radio
1
TV: color
2
TV: cable
3
VCR:
4
VCD player
5
Air conditioner
6
Freezer
7
Refrigerator
8
Car
9
Gas range
10
Microwave
11
Telephone
12
Cellular Phone
13
Water heater
14
Personal computer
15
36. Household income:
(Show flashcards)

More than P 100,000

P 50,001 to P 100,000
P 30,001 to P 50,000
P 15,001 to P 30,000
P 8,001 to P 15,000
Less than P 8,000

37. Place of abode:

Own
Rent

38. Gender

Male 1
Female 2

38. Age:

Below 15 yrs old

15 19 yrs old
20 24 yrs old
25 29 yrs old
30 34 yrs old
35 39 yrs old
40 45 yrs old
45 yrs old & above

1
2
3
4
5
6

1
2

1
2
3
4
5
6
7
8