CUPCAKELAB QUESTIONAIRE
RESPONDENT’S NAME
YEAR AND SECTION MAJO
R
INTERVIEWER’S NAME AND
SIGNATURE
INTRODUCTION :Good morning/afternoon/evening. We are [MENTION NAMES], 4th year BSBA students from the University
of Asia and the Pacific. We are conducting a study about cupcakes and we are looking for possible
respondents. There are no right or wrong answers. What is important is that you give us your honest and
objective answers. You can be assured that we will keep your answers confidential. May we take a few
minutes of your time?
DEMOGRAPHICS
RESPONDENT NO. SEX AGE GROUP SEC
Female 14 - 15 AB
Male 16 - 17 C
18 - 19 D
20 – 21 E
22 – 23
Above 23
Married / Living with a partner
Single
Separated / Divorced / Widow
WORK STATUS POSITION IN THE FAMILY
1 – Husband
1 - Working 2 – Wife
3 – Son
4 – Daughter
2 - Not Working 5 – Relative
6 – Other
SOCIO-ECONOMIC SCORING
A. Home Durability of House 5 4 3 2 1
Indoor Quality 5 4 3 2 1
Outdoor Quality 5 4 3 2 1
Neighborhood 5 4 3 2 1
B. Total Household Monthly Income 5 4 3 2 1
C. Occupation of Household Head 5 4 3 2 1
D. Educational Attainment of Household Head 5 4 3 2 1
E. Facilities (car, appliances) 5 4 3 2 1
SEC SCALE
AB: 28-40 C: 19-27 D: 11-18 E: 8-10 TOTAL SEC SCORE:
HOUSEHOLD APPLICANCES / CAR OWNERSHIP GUIDE
Radio Freezer Floor Polisher
Television Air Conditioner Electric Fan
Betamax / VHS Gas Stove Sewing Machine
Laser Disc / VCD / DVD Cooking Range Piano / Organ
Computer Microwave Oven Car / Jeep
Stereo Component Water Heater Other: (Specify)
Cassette Player Washing Machine ________________________
Refrigerator Vacuum Cleaner None
1. Do you eat cupcakes?
Yes
No
1. a. When the term cupcake is mentioned, what brand first comes to your mind? [SINGLE ANSWER]
b. What else? [MULTIPLE ANSWERS]
c. [IF THE INTERVIEWER BRAND IS NOT MENTIONED] Other than the brands of cupcake you had mentioned, are you
familiar with the Cupcakelab:
1a 1b 1c
First Mentioned Other Mentioned Aided
Sonjas
2. [FOR THE FIRST MENTIONED BRAND, ASK:] Where did you hear of ________________________ brand? Where else?
Television
Radio
Newspaper
Magazines
Friends / relatives / neighbors
Stores
Billboards
Online
Others: Specify
3. a. In advertisements and commercials for hotdogs, what brand of Cupcakes did you often see, hear, or read about in the last 6
months?
b. What else?
c. [IF THE INTERVIEWER BRAND IS NOT MENTIONED]Other than the brands you had mentioned, did you also see, hear,
or read advertisements or commercials of the (interviewer brand) in the last 6 months:
3a 3b 3c
First Mentioned Other Mentioned Aided
Sonjas
Cupcakelab
Marta’s
Slice
Monde
Others:
BRAND USAGE
4. when do you usually eat Cupcakes? [MULTIPLE RESPONSE]
Dessert
Snack
When bored
When hungry
Others: Specify
_____________________________
5. Could you please tell us what kind of cupcake do you like?
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
6. Other than yourself, who else in your household eats cupcakes? [MULTIPLE RESPONSE]
Spouse
Father
Mother
Brother
Sister
Son
Daughter
Others: Specify
_____________________________
7. [FREQUENCY OF PREPARATION] How often do you eat/buy cupcakes?
Everyday
3 times a week
Twice a week
Once a week
Once every 2 weeks
Once a month
Others: Specify
____________________________
8. [QUANTITY OF PREPARATION] How many cupcakes do you purchase every time?
1 piece
2 pieces
3 pieces
4 pieces
5 pieces
6 pieces
Others: Specify
____________________________
9. When you hotdogs, what, if any, do you eat / drink together with it? [MULTIPLE RESPONSE]
Soft Drinks
Iced Tea
Fruit Juice
Beer
Wine
Liquor
Bottled Water
Other Drinks: Specify
10. [BRAND EVER TRIED] What brands of cupcakes have you ever bought? [MULTIPLE RESPONSE]
11. [BRAND LAST TRIED] What brand of cupcakes did you last buy? [SINGLE RESPONSE]
12. [BRAND PREVIOUS TO LAST] Previous to the brand of cupcakes you bought the last time, what brand of cupcakes did you
buy? [SINGLE RESPONSE]
13. [BRAND USED MOST OFTEN] What brand of cupcakecs do you most often eat? [SINGLE RESPONSE]
Q10 Q11 Q12 Q13
Cupcakelab
Sonjas
Slice
monde
Marta’s
Others: specify
14. [PLACE LAST PURCHASED] The last time you bought cupcakes, where did you buy it? [SINGLE RESPONSE]
15. [PLACE FREQUENTLY PURCHASED] Where do you most often purchase cupcakes? [SINGLE RESPONSE]
Q14 Q15
Mall
Restaurant
School
Online
Bazaar
Grocery
Others: Specify
16. [FREQUENCY OF PURCHASE] How frequently do you buy cupcakes in a month? [SINGLE RESPONSE]
Once
Twice
3 times
4 times
5 times
6 times
Others: Specify
_____________________________
17. (SIZE OF PACKAGE BOUGHT] The last time you bought cupcakes, what flavor did you buy?
Chocolate
Red Velvet
Vanilla
Lemon
Others: Specify
__________________________
18. [QUANTITY BOUGHT] How many of this flavor did you buy?
Others: Specify
__________________________
19. How much did you pay for the cupcake?
Less than P20.00
P 20.01 – P 40.00
P 40.01 – P 60.00
P 60.01 – P 80.00
P 80.01 – P100.00
P100.01 – P120.00
P120.01 – P140.00
P140.01 – P160.00
More than P160.00
PURCHASE HABITS
20. In buying cupcakes, what product qualities do you look for? [PROBE FOR SPECIFICS] _______________________________
________________________________________________________________________________________
________________________________________________________________________________________
21. What is it about the brand of cupcakes you last bought which you specifically did not like? [PROBE FOR SPECIFICS] _______
________________________________________________________________________________________
________________________________________________________________________________________
22. The last time you bought cupcakes, did you have a brand in mind?
NO [GO TO Q26]
YES [CONTINUE]
23. What brand was that? ___________________________________________
24. Did you find that brand _________________________ in the place you went to?
NO [CONTINUE]
YES [GO TO 26]
25. What did you do? Did you:
Buy whatever brand was available
Look for the brand in another location
Postponed buying until next trip
Others: Specify
______________________________
BRAND ATTITUDE
26. Why do you buy ____________________ [BRAND BOUGHT MOST OFTEN]? Other than what you had mentioned, are there
other reasons why you buy ____________________ [BRAND BOUGHT MOST OFTEN]?
_______________________________________________________________________________________________________
27. If the brand of cupcake you buy most often is not available, what brand do you buy instead? [ALTERNATE BRAND]
_______________________________________________________________________________________________________
28. Why do you buy that brand of cupcake as a replacement to your most often bought brand? What other reasons do you have?
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
PRODUCT AND BRAND IMAGE
29. [KEY DRIVERS] I will mention different attributes of cupcakes. Please rate how important or unimportant each attribute is to
you when you select a brand of hotdog to buy. Please use the following scale: [SHOWCARD]
4 Extremely Important
3 Very Important
2 Somewhat Important
1 Not Important at All
1 Brand 4 3 2 1
2 Taste 4 3 2 1
3 softness 4 3 2 1
4 Freshness 4 3 2 1
5 Packaging 4 3 2 1
6 Popularity 4 3 2 1
7 Price 4 3 2 1
8 Influence by friends, relatives, neighbors 4 3 2 1
30. I will now ask your opinion on different brands of cupcake. Please rate the following brands according to each of the following
attributes. Please use the following scale: [SHOWCARD]
5 Excellent
4 Satisfactory
3 Good
2 Fair
1 Poor
ASK ONLY FOR THOSE AWARE Sonjas Cupcakelab
1 Brand
ASK ONLY FOR THOSE AWARE SoNJA’S Cupcakelab
2
1 Taste
Brand
3
2 Juiciness
Taste
31. Let
us
4
3 Freshness
Juiciness
5
4 Packaging
Freshness
6
5 Popularity
Packaging
7
6 Price
Popularity
8
7 Influence
Price by friends, relatives, neighbors
8 Influence by friends, relatives, neighbors
suppose we are to compare each of the following brands of cupcakes to people. I will mention specific brands of hotdog and
terms that may personify each brand.
a. _________________________________ [MENTION BRAND that they are aware of] Male or female?
b. _________________________________ [MENTION BRAND that they are aware of] Rich or poor?
[MULTIPLE ANSWERS]
31a.
Cupcakela
Sonjas Marta’s Slice b OTHERS:
SPECIFY
MALE
FEMALE
31b.
cUPCAKELA
Sonja’s Marta’s SLICE B OTHERS:
SPECIFY
RICH
POOR
32. What kind of cupcake which is not available today would you want to see in the market?
_______________________________________________________________________
33. What is your favorite television channel??
___________________________.
34. Do you use social media sites? If yes, What sites in particular?
______________________________.
35. What newspapers do you read regularly? [MULTIPLE ANSWERS]
Bulletin Today
Manila Standard
People’s Tonite
Philippine Daily Inquirer
Philippine Star
Tempo
Times Journal
Others: Specify
_____________________________
36. What magazines do you often read? [MULTIPLE ANSWERS]
Candy
Chalk
Cosmopolitan
Kislap
Mega
Miscellaneous
MOD
Seventeen
Sports Weekly
Woman’s Home Companion
Woman Today
Others: Specify
