the potato chip survey - university of...
TRANSCRIPT
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 1/23
The Potato Chip Survey
Block 1
When craving a salty snack, many of us reach for potato chips. Your response to this surveywill help us understand why we do this, why we sometimes choose another salty snack, andwhy we select particular brands from all the options available in our local stores. We are junior and senior Marketing majors from the University of Dayton investigatingconsumers' preferences for potato chips and other salty snacks, their familiarity withspecific brands, when and where they snack, and where they buy salty snacks. We hopeyou will accept this invitation to participate in our research. Your responses are anonymous, aggregated for analysis, and used only for this project. Thank you for taking the time to share your thoughts with us. To begin the survey, click the">>" button below.
Block 2
When hungry for something salty, how likely are you to eat the following different types ofsnacks? Please respond below using scales ranging from "very unlikely" through "verylikely."
Very Unlikely Very Likely
Potato chips
Pretzels
Corn snacks
Tortilla chips
How often do you eat the following different types of salty snacks? Please respond belowusing scales ranging from "never " to "daily ."
Never
Less thanOnce aMonth
Once aMonth
2-3 Timesa Month
Once aWeek
2-3 Timesa Week Daily
Tortilla chips
Pretzels
Corn snacks
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 2/23
Potato chips
Do you eat salty snacks during the following occasions? For this question the scales rangefrom "never " through "always."
Never Rarely SometimesMost of the
Time Always
Watching television
Working at mycomputer
Relaxing with friends
Connecting throughsocial media
Attending sportingevents
Eating a meal
Enjoying an eveningout
Relaxing at home
What are the chances you would buy salty snacks at the following places?
No Chance Very Good
Chance
Grocery store
Convenience store
Food truck
Fast-food restaurant
Casual restaurant
Fine-dining restaurant
Block 5
Please select the scale value that best reflects how you see yourself. To what extent areeach of the following characteristics descriptive of you? The scale ranges from "not at alllike me" to "just like me."
Not at all like
me Just like me
Hardworking
Tech-savvy
Open-minded
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 3/23
Lazy
Creative
Hip
Innovative
Fun
Spoiled
Smart
Of the following electronic devices, which ones do you use? Please select all that apply.
Smart phone Satellite radio player
Cell phone Tablet
Desktop computer Laptop computer
Gaming device None of these devices
High definition television
Of the following social media sites, which ones do you visit at least once a month? Pleaseselect all that apply.
Facebook Google+
LinkedIn Instagram
Twitter Youtube
Pinerest None of these sites
Of the following social media sites, which ones do you visit to learn more about your favoriteproducts? Please select all that apply.
Facebook Google+
LinkedIn Instagram
Twitter Youtube
Pinerest None of these sites
Of the following social media sites, which ones do you visit to learn more about your favoritebrand of potato chips? Please select all that apply.
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 4/23
1995 or after
1977 to 1994
1965 to 1976
1946 to 1964
1945 or before
Male
Female
Facebook Google+
LinkedIn Instagram
Twitter Youtube
Pinerest None of these sites
Block 7
Which category below includes the year when you were born?
Are you male or female?
Please indicate the category that best describes your ethnic background.
AsianBlack or African
AmericanSpanish, Hispanic
or Latino WhiteOf another ethnic
background
What is the highest level of education you have completed?
Less than High School Masters Degree
High School / GED Doctoral Degree
2-year College Degree Professional Degree (JD, MD)
4-year College Degree
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 5/23
Single
Married
6. What is your combined annual household income?
under $20,000 20,000-69,999 70,000-119,999 120,000-169,999 170,000 or more
Please indicate your current marital status
How many children age 17 or younger live in your household?
None 1 or 2 3 or 4 More than 4
In which state do you currently reside?
Block 3
How much have you heard about each of the following brands of potato chips? If you havenot heard of the brand, indicate none.
None A Lot
Cape Cod
Lay's
Mikesell's
Pringles
Ruffles
Utz
How likely are you to purchase the following brands of potato chips?
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 6/23
Cape Cod
Lay's
Mikesell's
Pringles
Ruffles
Utz
Very Unlikely Very Likely
Cape Cod
Lay's
Mikesell's
Pringles
Ruffles
Utz
Considering the brands you have heard about, indicate the ONE brand that you most prefercompared with the others. If only one brand appears in the list below, please select thatbrand.
In general, when purchasing potato chips, how important are each of the following to yourdecision?
Not at allImportant
ExtremelyImportant
Salty taste
Crispy texture
Variety of flavors (forexample, barbeque,salt and vinegar,bacon)
Quality for the price(good value)
Availability of specificbrand
Price discounts
Occasion for whichpurchase is made
Season of the year
In general, how well do you believe potato chips satisfy your expectations for...
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 7/23
Far short ofexpectations
Far exceedsexpectations
Salty taste
Crispy texture
Variety of flavors (forexample, barbeque,salt and vinegar,bacon)
Quality for the price(good value)
How well do you believe Cape Cod potato chips satisfy your expectations for...
Far short ofexpectations
Far exceedsexpectations
Salty taste
Crispy texture
Variety of flavors (forexample, barbeque,salt and vinegar,bacon)
Quality for the price(good value)
How well do you believe Lay's potato chips satisfy your expectations for...
Far short ofexpectations
Far exceedsexpectations
Salty taste
Crispy texture
Variety of flavors (forexample, barbeque,salt and vinegar,bacon)
Quality for the price(good value)
How well do you believe Mikesell's potato chips satisfy your expectations for...
Far short ofexpectations
Far exceedsexpectations
Salty taste
Crispy texture
Variety of flavors (forexample, barbeque,
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 8/23
salt and vinegar,bacon)
Quality for the price(good value)
How well do you believe Pringles potato chips satisfy your expectations for...
Far short ofexpectations
Far exceedsexpectations
Salty taste
Crispy texture
Variety of flavors (forexample, barbeque,salt and vinegar,bacon)
Quality for the price(good value)
How well do you believe Ruffles potato chips satisfy your expectations for...
Far short ofexpectations
Far exceedsexpectations
Salty taste
Crispy texture
Variety of flavors (forexample, barbeque,salt and vinegar,bacon)
Quality for the price(good value)
How well do you believe Utz potato chips satisfy your expectations for...
Far short ofexpectations
Far exceedsexpectations
Salty taste
Crispy texture
Variety of flavors (forexample, barbeque,salt and vinegar,bacon)
Quality for the price(good value)
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 9/23
Block 4
In your opinion, how effectively do the following statements describe potato chips ingeneral?
Very Ineffective Very Effective
Honest
Daring
Up-to-date
Fun
Reminiscent
Innocent
Simple
Bold
Exciting
Cool
In your opinion, how effectively do the following statements describe Cape Cod potatochips?
Very Ineffective Very Effective
Honest
Daring
Up-to-date
Fun
Reminiscent
Innocent
Simple
Bold
Exciting
Cool
In your opinion, how effectively do the following statements describe Lay's potato chips?
Very Ineffective Very Effective
Honest
Daring
Up-to-date
Fun
Reminiscent
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 10/23
Innocent
Simple
Bold
Exciting
Cool
In your opinion, how effectively do the following statements describe Mikesell's potatochips?
Very Ineffective Very Effective
Honest
Daring
Up-to-date
Fun
Reminiscent
Innocent
Simple
Bold
Exciting
Cool
In your opinion, how effectively do the following statements describe Pringles potato chips?
Very Ineffective Very Effective
Honest
Daring
Up-to-date
Fun
Reminiscent
Innocent
Simple
Bold
Exciting
Cool
In your opinion, how effectively do the following statements describe Ruffles potato chips?
Very Ineffective Very Effective
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 11/23
Honest
Daring
Up-to-date
Fun
Reminiscent
Innocent
Simple
Bold
Exciting
Cool
In your opinion, how effectively do the following statements describe Utz potato chips?
Very Ineffective Very Effective
Honest
Daring
Up-to-date
Fun
Reminiscent
Innocent
Simple
Bold
Exciting
Cool
Block 10
Please indicate the extent to which you agree or disagree with each of the followingstatements.
StronglyDisagree Strongly Agree
I like potato chips
I admire potato chips
I respect potato chips
My opinion of potatochips is positive
Potato chips satisfywhat I want
Potato chips arepersonally relevant tome
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 12/23
I am likely torecommend potatochips to others
Please indicate the extent to which you agree or disagree with each of the followingstatements.
StronglyDisagree Strongly Agree
I like Cape Cod potatochips
I admire Cape Codpotato chips
I respect Cape Codpotato chips
My opinion of CapeCod potato chips ispositive
Cape Cod potato chipssatisfy what I want
Cape Cod potato chipsare personally relevantto me
I am likely torecommend Cape Codpotato chips to others
Please indicate the extent to which you agree or disagree with each of the followingstatements.
StronglyDisagree Strongly Agree
I like Lay's potato chips
I admire Lay's potatochips
I respect Lay's potatochips
My opinion of Lay'spotato chips is positive
Lay's potato chipssatisfy what I want
Lay's potato chips arepersonally relevant tome
I am likely torecommend Lay'spotato chips to others
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 13/23
Please indicate the extent to which you agree or disagree with each of the followingstatements.
StronglyDisagree Strongly Agree
I like Mikesell's potatochips
I admire Mikesell'spotato chips
I respect Mikesell'spotato chips
My opinion ofMikesell's potato chipsis positive
Mikesell's potato chipssatisfy what I want
Mikessell's potatochips are personallyrelevant to me
I am likely torecommend Mikesell'spotato chips to others
Please indicate the extent to which you agree or disagree with each of the followingstatements.
StronglyDisagree Strongly Agree
I like Pringles potatochips
I admire Pringlespotato chips
I respect Pringlespotato chips
My opinion of Pringlespotato chips is positive
Pringles potato chipssatisfy what I want
Pringles potato chipsare personally relevantto me
I am likely torecommend Pringlespotato chips to others
Please indicate the extent to which you agree or disagree with each of the followingstatements.
Strongly
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 14/23
Disagree Strongly Agree
I like Ruffles potatochips
I admire Ruffles potatochips
I respect Ruffles potatochips
My opinion of Rufflespotato chips is positive
Ruffles potato chipssatisfy what I want
Ruffles potato chipsare personally relevantto me
I am likely torecommend Rufflespotato chips to others
Please indicate the extent to which you agree or disagree with each of the followingstatements.
StronglyDisagree Strongly Agree
I like Utz potato chips
I admire Utz potatochips
I respect Utz potatochips
My opinion of Utzpotato chips is positive
Utz potato chips satisfywhat I want
Utz potato chips arepersonally relevant tome
I am likely torecommend Utz potatochips to others
Block 9
How likely is it that potato chips give you feelings of...
Very Unlikely Very Likely
Warmth
Fun
Excitement
Security
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 15/23
Social approval
Self respect
How likely is it that Cape Cod potato chips give you feelings of...
Very Unlikely Very Likely
Warmth
Fun
Excitement
Security
Social approval
Self respect
How likely is it that Lay's potato chips give you feelings of...
Very Unlikely Very Likely
Warmth
Fun
Excitement
Security
Social approval
Self respect
How likely is it that Mikesell's potato chips give you feelings of...
Very Unlikely Very Likely
Warmth
Fun
Excitement
Security
Social approval
Self respect
How likely is it that Pringles potato chips give you feelings of...
Very Unlikely Very Likely
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 16/23
Warmth
Fun
Excitement
Security
Social approval
Self respect
How likely is it that Ruffles potato chips give you feelings of...
Very Unlikely Very Likely
Warmth
Fun
Excitement
Security
Social approval
Self respect
How likely is it that Utz potato chips give you feelings of...
Very Unlikely Very Likely
Warmth
Fun
Excitement
Security
Social approval
Self respect
Block 9
Please indicate the degree to which you agree or disagree with each of the followingstatements.
StronglyDisagree Strongly Agree
It makes sense to buyCape Cod instead ofany other brand, evenif they are all thesame.
Even if another brandhas the same featuresas Cape Cod, I would
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 17/23
prefer to buy CapeCod.If there is anotherbrand as good asCape Cod, I prefer tobuy Cape Cod.
If another brand is notdifferent from CapeCod in any way, itseems smarter topurchase Cape Cod.
Please indicate the degree to which you agree or disagree with each of the followingstatements.
StronglyDisagree Strongly Agree
It makes sense to buyLay's instead of anyother brand, even ifthey are all the same.
Even if another brandhas the same featuresas Lay's, I wouldprefer to buy Lay's.
If there is anotherbrand as good asLay's, I prefer to buyLay's.
If another brand is notdifferent from Lay's inany way, it seemssmarter to purchaseLay's.
Please indicate the degree to which you agree or disagree with each of the followingstatements.
StronglyDisagree Strongly Agree
It makes sense to buyMikesell's instead ofany other brand, evenif they are all thesame.
Even if another brandhas the same featuresas Mikesell's, I wouldprefer to buyMikesell's.
If there is anotherbrand as good asMikesell's, I prefer tobuy Mikesell's.
If another brand is not
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 18/23
different fromMikesell's in any way,it seems smarter topurchase Mikesell's.
Please indicate the degree to which you agree or disagree with each of the followingstatements.
StronglyDisagree Strongly Agree
It makes sense to buyPringles instead of anyother brand, even ifthey are all the same.
Even if another brandhas the same featuresas Pringles, I wouldprefer to buy Pringles.
If there is anotherbrand as good asPringles, I prefer tobuy Pringles.
If another brand is notdifferent from Pringlesin any way, it seemssmarter to purchasePringles.
Please indicate the degree to which you agree or disagree with each of the followingstatements.
StronglyDisagree Strongly Agree
It makes sense to buyRuffles instead of anyother brand, even ifthey are all the same.
Even if another brandhas the same featuresas Ruffles, I wouldprefer to buy Ruffles.
If there is anotherbrand as good asRuffles, I prefer to buyRuffles.
If another brand is notdifferent from Rufflesin any way, it seemssmarter to purchaseRuffles.
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 19/23
Please indicate the degree to which you agree or disagree with each of the followingstatements.
StronglyDisagree Strongly Agree
It makes sense to buyUtz instead of anyother brand, even ifthey are all the same.
Even if another brandhas the same featuresas Utz, I would preferto buy Utz.
If there is anotherbrand as good as Utz,I prefer to buy Utz.
If another brand is notdifferent from Utz inany way, it seemssmarter to purchaseUtz.
Block 10
In your area, a 16 ounce package of potato chips is priced around $4.35. Generally speaking,how much are you willing to pay for a 16 ounce package of chips? How much are you willingto pay for a 16 ounce package of the specific brands listed? Click on the slider and move itto the price you are willing to pay
Potato chips ingeneral
Cape Cod
Lay's
Mikesell's
Pringles
Ruffles
Utz
Choose a price between $1.00 and $10.00
1 2 3 4 5 6 7 8 9 10
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 20/23
Block 11
How well do each of the following statements describe you?
Not at all like
me Just like me
I am loyal to potatochips
I go out of my way tobuy potato chips
I really love potatochips
Potato chips arespecial to me
I identify with otherswho eat potato chips
I am proud that othersknow I eat potato chips
I feel a deepconnection to otherswho eat potato chips
I really like to talk withothers about potatochips
How well do each of the following statements describe you?
Not at all like
me Just like me
I am loyal to Cape Codpotato chips
I go out of my way tobuy Cape Cod potatochips
I really love Cape Codpotato chips
Cape Cod potato chipsare special to me
I identify with otherswho eat Cape Codpotato chips
I am proud that othersknow I eat Cape Codpotato chips
I feel a deepconnection to otherswho eat Cape Codpotato chips
I really like to talk with
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 21/23
others about CapeCod potato chips
How well do each of the following statements describe you?
Not at all like
me Just like me
I am loyal to Lay'spotato chips
I go out of my way tobuy Lay's potato chips
I really love Lay'spotato chips
Lay's potato chips arespecial to me
I identify with otherswho eat Lay's potatochips
I am proud that othersknow I eat Lay's potatochips
I feel a deepconnection to otherswho eat Lay's potatochips
I really like to talk withothers about Lay'spotato chips
How well do each of the following statements describe you?
Not at all like
me Just like me
I am loyal to Mikesell'spotato chips
I go out of my way tobuy Mikesell's potatochips
I really love Mikesell'spotato chips
Mikesell's potato chipsare special to me
I identify with otherswho eat Mikesell'spotato chips
I am proud that othersknow I eat Mikesell'spotato chips
I feel a deepconnection to otherswho eat Mikesell'spotato chips
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 22/23
I really like to talk withothers about Mikesell'spotato chips
How well do each of the following statements describe you?
Not at all like
me Just like me
I am loyal to Pringlespotato chips
I go out of my way tobuy Pringles potatochips
I really love Pringlespotato chips
Pringles potato chipsare special to me
I identify with otherswho eat Pringlespotato chips
I am proud that othersknow I eat Pringlespotato chips
I feel a deepconnection to otherswho eat Pringlespotato chips
I really like to talk withothers about Pringlespotato chips
How well do each of the following statements describe you?
Not at all like
me Just like me
I am loyal to Rufflespotato chips
I go out of my way tobuy Ruffles potatochips
I really love Rufflespotato chips
Ruffles potato chipsare special to me
I identify with otherswho eat Ruffles potatochips
I am proud that othersknow I eat Rufflespotato chips
I feel a deepconnection to otherswho eat Ruffles potato
10/1/2014 Qualtrics Survey Software
https://co1.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview&T=2wwhTC 23/23
chipsI really like to talk withothers about Rufflespotato chips
How well do each of the following statements describe you?
Not at all like
me Just like me
I am loyal to Utz potatochips
I go out of my way tobuy Utz potato chips
I really love Utz potatochips
Utz potato chips arespecial to me
I identify with otherswho eat Utz potatochips
I am proud that othersknow I eat Utz potatochips
I feel a deepconnection to otherswho eat Utz potatochips
I really like to talk withothers about Utzpotato chips