For the purpose of this example, we assume that the agroprocessor is thinking of producing strawberry jam.
1. Good morning. I work for a company that makes jams. Could I ask you some questions about what you think about jams?
2. Do you or your family eat jam?
_Ö_ |
yes |
___ |
no |
3. Could you tell me what types of jam you have had in your home in the last 12 months?
_Ö_ |
strawberry jam |
___ |
mango jam |
_Ö_ |
pineapple jam |
___ |
orange marmalade |
___ |
others |
4. Who are the main consumers of jam in your home?
___ |
adults |
_Ö_ |
children |
5. Approximately how many jars of jam and marmalade have people in your home bought in the last 12 months?
___ |
more than 20 |
___ |
between 11 and 20 |
_Ö_ |
between 6 and 10 |
___ |
between 3 and 5 |
___ |
one or two |
6. What size of jam do you normally buy? (show the different sizes to the person being interviewed)
7. Does your family buy jams all through the year or only on
special
occasions?
_______________________________________________________________
_______________________________________________________________
8. Of the jams you purchased, can you remember approximately
how many were strawberry
jam?
_______________________________________________________________
_______________________________________________________________
9. Can you remember the brand of the strawberry jam your
family usually purchases? (if people cannot remember give them the names of the
available brands to jog their
memory)
_______________________________________________________________
_______________________________________________________________
10. From the words on this line how would you rate the quality and taste of that brand of strawberry jam?
excellent |
very good |
good |
OK |
poor |
___ |
___ |
_Ö_ |
___ |
___ |
11. What are the two main reasons you buy that brand rather than a different one?
___ |
Its the only one in the shops |
___ |
The price is right |
_Ö_ |
My family prefer this brand |
___ |
It spreads very well |
___ |
I like the label |
_Ö_ |
It has the best taste |
___ |
Other |
12. What do you think about the colour of the strawberry jam presently available in the shops?
too bright |
about right |
too dull |
___ |
___ |
_Ö_ |
13. What do you think about the sweetness of these jams?
too sweet |
about right |
not sweet enough |
___ |
_Ö_ |
___ |
14. What do you think about the thickness of these jams?
too thick |
about right |
too thin |
___ |
___ |
_Ö_ |
15. If most of the jam your family buys is not strawberry jam, what is the reason for this?
_Ö_ |
My family prefers other jams or marmalades |
___ |
The strawberry jam in the shops is not very good |
___ |
Other |
16. If a new brand of strawberry jam was available in the shops, do you think you would try it?
_Ö_ |
yes |
___ |
no |
___ |
perhaps |
17. At which shop do you buy most of your
jams?
_____________________________________________________________
18. What are the reasons why you shop there?
___ |
It is near our home or work |
___ |
The prices are good |
___ |
It is a nice place to shop |
___ |
It has a good selection |
___ |
Other |