Responde

nt #

Sex

Age Group

FEMALE

SEC

18-20
21-25
26-30
31-35
36-40
41-45

1
2
3
4
5
6

AB
C1
C1
D
E

1
2
3
4
5

HAIR CONDITIONER
INTRODUCTION:
Magandang umaga/hapon/gabi po. Ako po si (MENTION NAME) ng University of Santo Tomas . May
isinasagawa po kaming pag-aaral dito sa lugar ninyo at naghahanap po kami ng mga tao na maaari naming
makapanayam. Maaari ba namin kayong maabala sandali?)
(Good morning/afternoon/evening. I am (MENTION NAME) from the University of Santo Tomas. We are
conducting a study in your area and we are looking for possible respondents. May I take a few minutes of
your time?)

RESPONDENT'S NAME
ADRRESS
TELEPHONE
INTERVIEWER'S NAME & SIGNATURE
SUPERVISOR'S NAME & SIGNATURE

DATE OF VISIT

LIST DOWN ALL FEMALE HOUSEHOLD MEMBERS AGED 18-45 FROM OLDEST TO THE YOUNGEST IN THE
TABLE BELOW. DRAW A LINE UNDER THE YOUNGEST PERSON QUALIFIED FOR THE INTERVIEW. THEN, LOOK
DOWN THE COLUMN OF THE FIGURES BELOW THE PRE-CODED HOUSEHOLD NUMBER AND ENCIRCLE THE
NUMBER IN THIS COLUMN, WHICH IS OPPOSITE THE AGE OF THE QUALIFIED YOUNGEST MEMBER OF THE
FAMILY. LOCATE THIS NUMBER IN THE NO COLUMN. THE PERSON CORRESPONDING TO THIS NUMBER IS THE
PROBABILITY RESPONDENT.
No.

Household Member

HOUSEHOLD NUMBER
1
2
3
4
5
6
7
8
1
1
1
1
1
1
1
1
1
2
1
2
1
1
2
2
1
1
3
3
3
2
2
1
3
2
3
4
4
1
3
4
3
1
2
2
5
1
1
5
3
2
2
4
5
6
6
4
1
5
4
1
2
6
7
5
2
3
1
7
7
3
2
8
2
5
4
1
6
3
5
4
9
3
4
6
7
5
8
1
9
10
7
8
3
2
4
1
6
10
Maaari po bang makausap si (Probability Respondent)? __________________________________
AGE

Work Status
1 Working
2 Not Working

1
2
3
4
5
6

SEX
Female

Educational Attainment
College Graduate
Some College
High School Graduate
Some High School
Elementary
Some Elementary

SOCIO-ECONOMIC SCORING
A. Home
Durability of House
Indoor Quality
Outdoor Quality
Neighborhood
B. Total Monthly Income
C. Occupation of Household Head
D. Educational Attainment of Household Head
E. Facilities (Car, Appliances)
SEC Scale

9
1
2
1
1
4
3
6
8
2
5

10
1
2
1
2
1
5
4
7
6
9

Position in the Family

1 - Wife
2- Daughter
3 - Relative
4 - Other

5
5
5
5
5
5
5
5

4
4
4
4
4
4
4
4

3
3
3
3
3
3
3
3

2
2
2
2
2
2
2
2

1
1
1
1
1
1
1
1

AB: 34-40
8-10

C1: 25-33

C2: 19-24

D: 11-18

E:

TOTAL SEC SCORE:

SCREENER
1.

[AGE] Kelan po kayo ipinanganak? (When were you born?) __ __ / __ __ / __ __ __ __ (mm/dd/yyyy)

Bale ilang taon na po kayo nitong huli nyong kaarawan? (So may I know your age as of your last
birthday?)
18-20
21-25
26-30
31-35
36-40
41-45
2.

1
2
3
4
5
6

[MARITAL STATUS] Kayo po ba ay (How would you describe yourself?)

Married/ Living with a partner
Single mother
Single, no children
Separated/ Divorced/ Widow

3.

1
2
3
4

[AFFILIATION] Kayo po ba o sinuman sa inyong kasambahay, kamag-anak o kaibigan ay

nagtatrabaho sa alinman sa mga sumusunod... [READ OUT]
(Do you or does any member of your household, relatives or friends work for any of the following
companies...)
a. Gumagawa (manufacturer) ng mga produktong nabibili natin sa mga tindahan,
kagaya ng [Hair Conditioner]
b. Supermarket/Tindahan/Grocery/Distributor/Retailer ng mga manufactured food
products kagaya na binanggit ko kanina
c. Media/ Advertising Agency (Radio, television, print, etc./ Mga gumagawa ng
commercial)
d. Market research agency

[END INTERVIEW IF YES TO ANY OF ABOVE)

4.

[PURCHASE DECISION-MAKING] Pakisabi po sa akin kung ano ang inyong papel sa pagpili ng mga
binibili ninyong brands ng Hair Conditioner. Dito po kayo pumili ng sagot. [SHOWCARD]
(For each of the following manufactured food categories, please tell me what your role is in
deciding what brands to buy. Please choose your answer from this list.)
Ako lamang ang nagde-desisyon (I am the sole decision maker)
4
Malaki ang parte ko sa pagde-desisyon (I have a big part in deciding)
3
Maliit ang parte ko sa pagde-desisyon (I have a small part in deciding)
2
Wala akong parte sa pagde-desisyon (I have no part in deciding)
1

NOTE: INTERVIEW ONLY IF ANSWER IS 4 0R 3.

Maari po ba namin kayong ma-interview sa loob ng 15-20 minutes? (Could you spare us 15-20 minutes for
an interview)?

MAIN QUESTIONNAIRE
[NOTE: RESPONDENTS SHOULD BE CONSUMERS OF PRODUCT CATEGORY IN THE PAST 6
MONTHS]
May mga katanungan po kami para sa inyo. Paki-sagutan lang po nang makatotohanan. Huwag po kayong
mahihiya dahil wala naman pong tama o maling sagot. Makaka-asa po kayo na confidential po lahat ng
pag-uusapan natin.
(We have a number of questions for you. Please answer them truthfully. There are no right or wrong
answers so please dont hesitate to give us your honest answers. You can be assured that we will keep
them confidential.)
BRAND AWARENESS AND CONSUMPTION
BRAND AWARENESS
1.

a. [Kung ang pag-uusapan po ay Hair Conditioner, anu-ano pong brand ang nasa isip niyo
[FIRST MENTIONED/TOP OF MIND]?
b. Ano pa po [OTHER MENTIONED]?
c. [FOR BRANDS NOT MENTIONED/AIDED] May babanggitin po akong ibang brand, maari po
bang sabihin ninyo kung kilala ninyo ang brand na ito?

2.

[FOR EACH BRAND AWARE, ASK:] Saan po ninyo nalaman ang brand na _[MENTION BRAND]_ ?
Saan pa po? [MULTIPLE RESPONSE] [SHOWCARD]
CODES FOR SOURCES OF BRAND AWARENESS
Television
1
Radio
2
Print
Newspaper
3
Magazine
4
Billboards
5
Buses
6
Sari-Sari Store
Product Display
11
Streamers/Tarpaulins
12
Posters
13
Sampling
14
Supermarket
Product Display
21
Streamers/Tarpaulins
22
Posters
23
Sampling
24
Convenience Store
Product Display
31
Streamers/Tarpaulins
32
Posters
33
Sampling
34
Mini-Mart/Grocery
Product Display
41
Streamers/Tarpaulins
42
Posters
43
Sampling
44
Friends/Relatives/Classmates/Officemates/Neigh
bor
Word-of-mouth
51
Has seen actual product from
52
friends/relatives
Palengke/Market Stalls
Product Display
61
Streamers/Tarpaulins
62
Posters
63
Sampling
64
Others: Specify
(
)

3.

a. [UNAIDED ADVERTISING AWARENESS] Sa mga advertisement o commercial naman po ng

PRODUCT CATEGORY, ano pong
BRAND ng HAIR CONDITIONER ang inyong nakita, narinig o nabasa nitong nakaraang 6 na
buwan? Ano pa po?
b. [AIDED AD AWARENESS: FOR BRANDS NOT MENTIONED]. Sa mga brands naman po na aking
babanggitin, meron din ho ba kayong nakita, narinig o nabasa nitong nakaraang 6 na buwan?
BRAND CONSUMPTION
4.

[BRANDS EVER CONSUMED] Anu-ano pong brand ng HAIR CONDITIONER ang nagamit niyo na,
kahit kailan? Ano pa po?

5.

[BRAND USED MOST OFTEN] Ano pong brand ng HAIR CONDITIONER ang gamitin?

6.

[FREQUENCY OF BUMO] Gaano kayo kadalas gumagamit ng _[MENTION BUMO]_ sa isang linggo?

7.

[AMOUNT OF CONSUMPTION] Ilang pakete o piraso ng _[MENTION BUMO]_ ang nauubos mo sa

isang gamit?

8.

[REASON FOR BUMO] Bakit po _[MENTION BRAND]_ ang pinakamaladas na HAIR CONDITIONER na
iyong ginagamit? Ano pa po? Meron pa po bang iba?

____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
___________________________________________________________________________
9.

[ALTERNATE BRANDS] Kung wala ang _[MENTION BUMO]_, anu-anong mga brand ang pinipapalit
mo? Ano pa? [MULTIPLE RESPONSE]

10.

[TOP ALTERNATE BRAND] Alin po dito sa mga alternate brand na nabanggit ninyo ang inyong
panguhahing pinapalit? [SINGLE RESPONSE]

11.

[REASON FOR TOP ALTERNATE BRAND] Bakit ang _[MENTION TOP ALTERNATE BRAND]_ ang
ipinapalit mo sa _[MENTION BUMO]_?

____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
___________________________________________________________________________

SA - SINGLE
ANSWER
MA - MULTIPLE
ANSWER

BRAND LIST
Tresemme
Dove
LOreal
Garnier Fructis
Suave
Pantene
Creamsilk
Palmolive
Aussie
Herbal Essences
Aveeno
Sunsilk
Head and Shoulders
Others

Q1a
Top-ofMind (First
Mentioned
)

Q1b
Other
Mentioned

Q1c
Aided

Q2
Source of
Awareness

Q3a
Unaided
Advertisin
g
Awareness

Q3b
Aided
Advertisin
g
Awareness

Q4
Ever
Consumed

Q5
BUMO

SA
1
2
3
4
5
6
7
8
9
10
11
12
13
14

MA
1
2
3
4
5
6
7
8
9
10
11
12
13
14

MA
1
2
3
4
5
6
7
8
9
10
11
12
13
14

MA

MA
1
2
3
4
5
6
7
8
9
10
11
12
13
14

MA
1
2
3
4
5
6
7
8
9
10
11
12
13
14

MA
1
2
3
4
5
6
7
8
9
10
11
12
13
14

SA
1
2
3
4
5
6
7
8
9
10
11
12
13
13

Q6
Frequency

Q7
# of
Packs

Q9
Alternate
Brands

Q10
Top
Alternate
Brand

MA
1
2
3
4
5
6
7
8
9
10
11
12
13
14

SA
1
2
3
4
5
6
7
8
9
10
11
12
13
14

CONSUMPTION HABITS
12.

[NO. OF PCS CONSUMED] Sa tuwing kayo ay gumagamit ng HAIR CONDITIONER, ilang piraso ang
inyong nagagamit?
PLACES OF CONSUMPTION
At home (Sa bahay)
At school (Sa eskwelahan/paaralan)
At work (Sa opisina)
Outing/Vacation
Others: Specify

13.

Q14
1
2
3
4

Q15
1
2
3
4

Q16

[OTHER HH MEMBERS] Meron pa ba sa iyong mga kasambahay na gumagamit din ng HAIR

CONDITIONER
Meron

Wala

Sino-sino ang mga ito?

[CODE HH MEMBERS]

PURCHASE HABITS
14.
15.
16.

[WHERE LAST PURCHASE WAS MADE] Nang huli kayong bumili ng HAIR CONDITIONER, saan kayo
bumili?
[WHERE PURCHASE OFTEN MADE] Saan kayo madalas bumili ng HAIR CONDITIONER?
[UNAVAILABLE] Saang mga lugar kayo hindi nakakabili ng HAIR CONDITIONER?
Q18

Q19

Q20

1
2
3
4
5

1
2
3
4
5

1
2
3
4
5

Supermarket
Groceries/Mini Mart
Sari-Sari Store
Market Stall/Palengke
Convenience Stores
Others:

17.

[PACK SIZE] Ano ang pack size na kadalas mong binibili?

Per piece (Isang pack)
Per bottle (Isang bote)
Per box (Isang kahon, 30pcs sachet)
Others: (Specify)

18.

1
2
3

[FREQUENCY OF BUYING] Gaano kayo kadalas bumili ng HAIR CONDITIONER?

Everyday
Every other day
Once a week
Twice a month
Once a month
Others: Specify

1
2
3
4
5

_______________
19.

Sa huli ninyong bili ng HAIR CONDITIONER, may brand at variant na ba kayong nasa isip?
NO
1
[GO TO Q31 ADHESION]
YES
2
Continue

20.

Anong brand yon? _______________________

21.

May variant na ba kayo na nasa isip?

NO
1
[GO TO Q31 ADHESION]
YES
2
Continue

22.

Anong variant yon? _______________________

23.

Meron ba yung brand at variant na_[MENTION BRAND AND VARIANT_sa tindahan na pinuntahan mo?
NO
1
Continue
YES
2
[GO TO Q 31 ADHESION]

24.

Ano ang ginawa mo/ Ikaw ba ay___________ [SHOWCARD]

Bumili ng ibang brand na kaparehong variant
(Bought a different brand with the same
variant)
Bumili ng ibang variant ng karapehong brand
(Bought a different variant/flavor of the same
brand)
Naghanap ng brand at variant sa ibang
tindahan
(Looked for the brand and flavor in another
store)
Hindi na muna bumili
(Postponed buying until next trip)
Others: (specify)

25.

1
(Go to
Q29)
2
(Go to
Q30)
3

Specify:
BRAND:
VARIANT:

[REASON FOR ALTERNATIVE BRAND] Bakit ang brand na ito ang iyong ipinalit?

____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
_________________________________________________________________________________
26.

[REASONS FOR ALTERNATE VARIANT] Bakit po ang variant/flavor na ito ang inyong pamalit?

____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
_________________________________________________________________________________
27.

[ADHESION] May babasahin po ako iyong mga pangugusap, sabihin ninyo po sa akin kung alin sa
mga pangungusap na ito kayo ay sumasangayon. [SHOWCARD]
27a. Mayroon akong isang brand/marka ng PRODUCT
CATEGORY na lagi kong ginagamit
(There is one brand of PRODUCT CATEGORY that I always
tend to use)
27b. Ginagamit ko ang brand/marka ng PRODUCT CATEGORY
na mayroon/available sa oras na iyon
(I tend to use the brand that is available)
27c. Wala namang pagkakaiba ang mga brand/marka ng
PRODUCT CATEGORY
(There are no differences among brands of PRODUCT
CATEGORY)

28.

1
[GO TO Q30]
2
[GO TO Q29]
3
[GO TO Q28]

[REASON FOR SIMILARITIES ACROSS BRANDS] Bakit ninyo po nasabi na magkakapareho lamang
ang mga brand ng Hair Conditioner?

____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
_______________________________________________________________________________________

29.

[REASON FOR CONSUMING WHATS AVAILABLE] Bakit po kung ano lamang ang
mayroon/available ang inyong PRODUCT CATEGORY na ginagamit?

____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
_______________________________________________________________________________________
30.

[REASON FOR PREFERRING 1 BRAND] Bakit po isang brand lamang ng PRODUCT CATEGORY ang
inyong ginagamit?

____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
_______________________________________________________________________________________
PRODUCT AND BRAND IMAGE
31.

[KEY DRIVERS] Magbabanggit ako ng mga katangian ng PRODUCT CATEGORY, maari mong sabihin
sa akin kung gaano kaimportante o di importante ang mga katangiang ito sa pagpili mo ng brand ng
PRODUCT CATEGORY na iyong bibilhin. Gagamitin natin ang scale na ito [SHOWCARD]
Talagang
Importante
5
1
2
3
4
5
6
7
8
9
10

32.

Medyo Importante

Hindi ko masabi

Manufacturer
Variant
Availability at stores
Price
Packaging type and design
Popularity
Nutritional value
Endorser
Quantity (Dami)
Influence by friends, relatives,
neighbors

5
5
5
5
5
5
5
5
5
5

Medyo Hindi
Importante
2
4
4
4
4
4
4
4
4
4
4

3
3
3
3
3
3
3
3
3
3

Talgang Hindi
Importante
1
2
2
2
2
2
2
2
2
2
2

1
1
1
1
1
1
1
1
1
1

Ngayon, tatanungin ko ang inyong opinion sa ibat ibang brand ng PRODUCT CATEGORY. Maari po
bang paki-graduhan ang mga sumusunod na brand ayon sa mga importanteng katangian na natapos
nating graduhan. Gagamitin natin ang sumusunod na scale: [SHOWCARD]
NOTE TO INTERVIEWER: Check if respondent is AWARE of brand before proceeding. WRITE DOWN
ANSWER.
Excellent
5

Satisfactory
4

Good
3

Fair
2

Poor
1

Place check mark if AWARE of Brand:

SunSilk
1
2
3
4
5
6
7
8
9
10
11

Manufacturer
Variant
Availability at stores
Price
Packaging type and design
Popularity
Nutritional value
Endorser
Quantity (Dami)
Ease of preparation (Dali ng paghanda)
Influence by friends, relatives, neighbors

THANK RESPONDENT

Tresem
me

CreamSil
k

Palmoliv
e