The Potato Chip Survey - University of Dayton · brand. In general, when purchasing potato chips,...

10/1/2014 Qualtrics Survey Software

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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



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



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


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.



1995 or after

1977 to 1994

1965 to 1976

1946 to 1964

1945 or before

Male

Female

Facebook Google+

LinkedIn Instagram

Twitter Youtube


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



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?



Cape Cod

Lay's

Mikesell's

Pringles

Ruffles

Utz


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...



Far short ofexpectations

Far exceedsexpectations

Salty taste

Crispy texture



How well do you believe Cape Cod potato chips satisfy your expectations for...



Salty taste

Crispy texture



How well do you believe Lay's potato chips satisfy your expectations for...



Salty taste

Crispy texture



How well do you believe Mikesell's potato chips satisfy your expectations for...



Salty taste

Crispy texture

Variety of flavors (forexample, barbeque,



salt and vinegar,bacon)


How well do you believe Pringles potato chips satisfy your expectations for...



Salty taste

Crispy texture



How well do you believe Ruffles potato chips satisfy your expectations for...



Salty taste

Crispy texture



How well do you believe Utz potato chips satisfy your expectations for...



Salty taste

Crispy texture





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?


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?


Honest

Daring

Up-to-date

Fun

Reminiscent



Innocent

Simple

Bold

Exciting

Cool

In your opinion, how effectively do the following statements describe Mikesell's potatochips?


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?


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?




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?


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



I am likely torecommend potatochips to others



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



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





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



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


Strongly



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



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...


Warmth

Fun

Excitement

Security



Social approval

Self respect

How likely is it that Cape Cod potato chips give you feelings of...


Warmth

Fun

Excitement

Security

Social approval

Self respect

How likely is it that Lay's potato chips give you feelings of...


Warmth

Fun

Excitement

Security

Social approval

Self respect

How likely is it that Mikesell's potato chips give you feelings of...


Warmth

Fun

Excitement

Security

Social approval

Self respect

How likely is it that Pringles potato chips give you feelings of...




Warmth

Fun

Excitement

Security

Social approval

Self respect

How likely is it that Ruffles potato chips give you feelings of...


Warmth

Fun

Excitement

Security

Social approval

Self respect

How likely is it that Utz potato chips give you feelings of...


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.


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



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.



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.



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



different fromMikesell's in any way,it seems smarter topurchase Mikesell's.



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.



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.





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



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


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



others about CapeCod potato chips


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


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



I really like to talk withothers about Mikesell'spotato chips


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


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



chipsI really like to talk withothers about Rufflespotato chips


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

The Potato Chip Survey - University of Dayton · brand. In general, when purchasing potato chips,...

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