RESEARCH QUESTIONAIRE

Dear Sir or Madam:

My name is Ms. Nguyen Thien Diem, an MBA Student at CFVG. I am currently doing my research as part
of the requirements towards my degree. The research is about how social media influences your decision
buying process especially when purchasing electronic device from big consumer electronic retailers. The
outcome of the research will help me to get a picture on how social media has changed the way we
purchase products especially these advertised (marketed) on social media.

I am therefore kindly requesting you to assist me by completing all the questions in the attached
questionnaire according to your experience or opinion. Please be assured that whatever information you
provide will be kept confidential (none of your personal identity will be disclosed).

Thank you for your cooperation and help. Yours sincerely

Nguyen Thien Diem

MBA Student at CFVG

Mobile:

Todays date:
Name:

Contact information:

PART 1: DEMOGRAPHIC INFORMATION

1. Gender

Male Female

2. Age group (years)

18-21 22-25 26-35 36-45 Over 45

3. Native place

Urban Rural

4. Job

5. Which of Social Media site are you using on daily basis? (You can select more than one)

Facebook Twitter YouTube Blog Other: ..

6. On the average, how much time do you spend on Facebook per week?

< 1 hour 1-5 hours 6-10 hours >10 hours

7. Why do you join Facebook?

To connect with friends
To get information
To learn things/fashion/products
To exchange information opinions/ideas
Other:
8. When did you last buy electronic devices?

< 1 week 1-4 weeks 1-2 months >2 months

9. Which retailers did you last buy electronic devices from?

Dien May Xanh
Nguyen Kim
Dien May Cho Lon

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 Thien Hoa
Other: ..

PART 2: CONSUMER PERCEPTION ON SOCIAL

MEDIA MARKET

10. Please indicate the extent you agree or disagree in each of the following statement using the given
scale

Strong Disagree Neutral Agree Strongly

Disagree Agree
1 2 3 4 5
Perception
Advertisements on social media catch my attention
Social media such as Facebook exposes me to more
advertisements and information on given
organizations than traditional media
Social Media such as Facebook is a valuable source
of information about the organization
Altitude
I trust organizations advertised on social media
I recommend to my friends to use social
media/other online communication tool as a source
of information to contact with retailers

11. Rank on the scale 1 to 5 for the source of information on social media you use before a purchase
with retailers: 1 being least and 5 being more valuable source

Source 1 2 3 4 5
Facebook
Twitter
Online forum communities/Blogs
YouTube
Instagram
LinkedIn
Other media

12. In your opinion which stage of your buying decision process (problem recognition, search for
information, evaluating alternative purchase and post purchase evaluation) has been affected
mostly because of use of social media.
Rank on a scale of 1 to 5, 1 being least affected and 5 being most affected

Stage of buying process 1 2 3 4 5

Exposure to product/service information
Problem recognition
Search for information
Evaluate of information
Purchase
Post purchase

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PART 3: FACTORS AFFECTING LENGTH OF
BUYING DECISION PROCESS

13. Rank the following factors in terms of how they affect the length of your buying decision making
process. 1 being least affecting and 5 being the most affecting factor
1 2 3 4 5
Resource (e.g. time, finance)
Amount (volume) of available information
Personal factor (e.g. pressure to purchase from
pears)
Uncertainty of about authenticity (accuracy) of
information
Risk involved in the purchase

PART 4: CONSUMER BUYING DECISION PROCESS

PROBLEM RECOGNITION
14. Does social media trigger you to want to purchase a product/service from retailers?

Never Sometimes Most of the time Always

15. Do you find advertisement on the social media (such as Facebook) attractive?

Never Not sure Seldom Sometimes Always

SEARCH FOR ALTERNATIVES

16. The information searching is easier via social media compared to other media (e.g. TV, Print or
Outdoor)

Strongly disagree Disagree Neutral Agree Strongly Agree

17. Do you search for related information on social media before a purchase?

Rarely Sometimes Often Always

18. Advertisements on social media (such as Facebook) influence you to try new
brands/products/services

Strongly disagree Disagree Neutral Agree Strongly Agree

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 19. Social media provides more effective platforms to new products/services to draw consumers
attention than mass media

Strongly disagree Disagree Neutral Agree Strongly Agree

EVALUATION OF ALTERNATIVES (INFORMATION)

20. Advertisements/reviews/blogs posts have a higher credibility than advertisement editorials/ other
marketing means on other media?

Strongly disagree Disagree Neutral Agree Strongly Agree

Why?

21. Do you change your initial purchase preference after searching for information through social
media?

Rarely Sometimes Often Always

PURCHASE

22. Where do you buy the product after evaluating the alternative?

Online In shops Via mobile Other:

POST-PURCHASE BEHAVIOR

23. Do you share comments reviews/blog posts/related articles with peer or friends via social media
after purchase?

Rarely Sometimes Often Always

24. Do you change your attitude towards a certain brand/product/service after you have read positive
comments/reviews/online articles about it?

Yes No Not sure

25. The use of social media such as Facebook help me to go through the buying decision faster than
ordinary process.

Strongly disagree Disagree Neutral Agree Strongly Agree

26. Social Media is an effective and powerful platform for consumer to communicate with each other
with companies.

Strongly disagree Disagree Neutral Agree Strongly Agree

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 27. Do you feel encouraged to voice your opinion after purchase via social media platforms?

Strongly disagree Disagree Neutral Agree Strongly Agree

28. Do you agree that information regarding product, services or brands have a higher credibility on
social media than on mass media channels because the information I beyond the company control?

Strongly disagree Disagree Neutral Agree Strongly Agree

PART 5: SPEED ON DECISION MAKING PROCESS

29. The access to information on social media makes your buying decision process more complex.

Strongly disagree Disagree Neutral Agree Strongly Agree

PART 6: GENERAL OTHER INFORMATION

30. In your opinion as social media user what is the biggest difference in making a purchase decision
between using information from social media and information from mass media (such as
Newspaper advertisement, TV advertisement) in terms:
a. Accuracy & reliability


b. Volume of Information


c. Time spent in evaluating information


31. What other comments can you make about the effect of social media on buying behavior?

THANK YOU FOR YOUR ASSISTANCE