Questionnaire
Dear Sir/Madam,
The aim of this research is to get a good insight of the attitude and behaviour of consumers towards China Daily, an English language newspaper in Shanghai, China.
In this research answers will be searched on what drives people to buy a particular newspaper and how loyal they are to a newspaper.
The data will be used strictly confidential and the questionnaire takes about 7 minutes to fill in. I would like to thank you for your cooperation.
Newspaper usage
Please answer the following questions about your attitude and behaviour towards China Daily. If you are not familiar with China Daily, please answer which English language newspaper you read in China and answer the following questions for that newspaper.
1. Are you familiar with the English language newspaper China Daily? o Yes
o No
When you have answered yes at question 1, please skip question 2 and go to question 3.
If you have answered no, please fill in which newspaper in China you do read in question 2 and please keep that newspaper in mind for the following questions.
2. The English language newspaper I read most is……… 3. How often do you buy the newspaper?
Please choose one of the following items. Every day 4 to 6 times a week 2 to 3 times a week Once a week Couple of times a month Less than a couple of times a month Never 1 2 3 4 5 6 7 4. How many different English language newspapers do you daily read?
o None
o 1 - 2 newspapers o 3 - 4 newspapers o More than 4 newspapers
5. Do you intend to continue to buy, at least the same amount of the newspaper over the next 12 months?
o Yes o No
Questions 6 until 9 contain the following answers:
Totally Disagree Disagree Neutral Agree Totally Agree 1 2 3 4 5 6. Please give your opinion about the following statements on your satisfaction towards “the newspaper”, on the scale from 1 to 5.
Totally Disagree
Disagree Neutral Agree Totally
Agree As convinced for reading the
newspaper, I don’t switch easily to another newspaper
1 2 3 4 5
When I’m satisfied with the newspaper, I buy that newspaper more often
1 2 3 4 5
I am pleased that I buy the newspaper
1 2 3 4 5
When I am satisfied with the newspaper I will recommend it to others
1 2 3 4 5
I believe the newspaper meets my expectations
1 2 3 4 5
When the newspaper meets my expectations I will recommend it to others
1 2 3 4 5
7. Please give your opinion about the following statements on trust towards “the newspaper”, on the same scale from 1 to 5.
Totally Disagree
Disagree Neutral Agree Totally
Agree I feel confidence with the
newspaper
1 2 3 4 5
The newspaper is a brand that meets my expectations
1 2 3 4 5
The newspaper would make any effort to satisfy me
1 2 3 4 5
I could rely on the newspaper 1 2 3 4 5
8. Please give your opinion about the following statements on commitment towards “the newspaper”, on the same scale from 1 to 5.
Totally Disagree
Disagree Neutral Agree Totally
Agree
my interest I will switch to another newspaper.
I don’t have any preferences towards a newspaper
1 2 3 4 5
When I’m unsatisfied about the newspaper I won’t buy it again
1 2 3 4 5
I am loyal towards the newspaper
1 2 3 4 5
Lifestyle
The following questions refer to your lifestyle.
Question 9 contains the following answers: Totally
Disagree
Disagree Neutral Agree Totally Agree
1 2 3 4 5
9. Please answer how the following statements play a role in your life, on the scale from 1 to 5.
Totally Disagree
Disagree Neutral Agree Totally
Agree It is important for me to do
things in life that give me pleasure
1 2 3 4 5
It is important for me to have a good time
1 2 3 4 5
I always look for new things to try
1 2 3 4 5
I like to take risks 1 2 3 4 5
It is important for me to make my own decisions
1 2 3 4 5
It is important for me to be independent
1 2 3 4 5
I want to be successful in life 1 2 3 4 5
I think it is important to be ambitious
1 2 3 4 5
I want to show how capable I am
1 2 3 4 5
I like to help people around me 1 2 3 4 5
It is important for me to respond to the needs of others
1 2 3 4 5
I want to make others feel good to themselves
1 2 3 4 5
I want to live in secluded surroundings
1 2 3 4 5
I avoid anything that might endanger my safety
I want to devote myself to people close to me
1 2 3 4 5
I have respect for the people closely around me.
1 2 3 4 5
I belief in the ideas and customs closely related people rely on me.
1 2 3 4 5
General Information
10. What is your gender? Male / Female 11. What is your age? ……
12. What is your nationality? ………. 13. For how long have you been living in Shanghai?
o < 6 months o 6 months – 1 year o 1 - 3 years
o More than 3 years o I don’t live in Shanghai
14. What is the highest education you have finished or are pursuing? (Choose one of the following answers)
o Primary School o Secondary School o Pre-University o Bachelors Degree o Masters Degree o MBA eligible o PHD o Other…
15. What is your household income per month? o < 4000 RMB
o 4001 – 8000 RMB o 8001 – 12000 RMB o 12001 – 16000 RMB o > 16000 RMB
