The Chinese Restaurant Dining Out Survey
Section A: Screening and Rapport Questions
- Do you regularly eat out at casual dining restaurants? Yes [1] No [0]
- Have you eaten at a Chinese restaurant in the last six months? Yes [1] No [0]
- Is your gross annual household income £15 000 or more?” Yes [1] No [0]
- Which Chinese restaurant have you eaten at most recently?
a. Oodles [0]
b. Wok & Fire [1]
Section B: Lifestyle Questions
Please read all questions carefully. Using a scale from 1 to 7, with 1=Strongly Disagree and
7=Strongly Agree, please indicate the extent to which you agree or disagree with a
particular statement that describes you.
Strongly
Disagree
Strongly
Agree - I often try new and different things 1 2 3 4 5 6 7
- I like parties with music and lots of talk 1 2 3 4 5 6 7
- People come to me often than I go to them
for information about products
1 2 3 4 5 6 7 - I try to avoid fried foods 1 2 3 4 5 6 7
- I like to go out and socialise with people 1 2 3 4 5 6 7
- Friends and neighbours often come to me for
advice about products and brands
1 2 3 4 5 6 7 - I am self-confident about myself and my
future
1 2 3 4 5 6 7 - I usually eat balanced, nutrious meals 1 2 3 4 5 6 7
- When I see a new product in stores, I often
but it
1 2 3 4 5 6 7 - I am careful about what I eat 1 2 3 4 5 6 7
- I often try new brands before my friends and
neighbours do
1 2 3 4 5 6 7
Section C: Perceptions Measures
The list below is a set of characteristics that could be used to describe the Chinese
restaurant you dined at most recently. Using a scale from 1 to 7, with 1=Strongly Disagree
and 7=Strongly Agree, please indicate the extent to which you agree or disagree that [Wok
& Fire/Oodles]:
Strongly
Disagree
Strongly
Agree - has friendly employees 1 2 3 4 5 6 7
- is a fun place to eat 1 2 3 4 5 6 7
- has large-size portions 1 2 3 4 5 6 7
- has fresh food 1 2 3 4 5 6 7
- has reasonable prices 1 2 3 4 5 6 7
- has an attractive interior 1 2 3 4 5 6 7
- has excellent food taste 1 2 3 4 5 6 7
- has knowledgeable employees 1 2 3 4 5 6 7
- serves food at the proper temperature 1 2 3 4 5 6 7
- has quick service 1 2 3 4 5 6 7
Section D: Relationship Measures
Not
Satisfied at
All
Very
Satisfied - How satisfied are you with
__?
1 2 3 4 5 6 7
Definitely
Will Not
Return
Definitely
Will Return - How likely are you to return to
__ in the future?
1 2 3 4 5 6 7
Definitely
Will Not
Recommend
Definitely
Will
Recommend - How likely are you to recommend
_ to a friend?
1 2 3 4 5 6 7 - How often do you eat at _? 1 = Very Infrequently
2 = Somewhat Infrequently
3 = Occasionally
4 = Somewhat Frequently
5 = Very Frequently
Section E: Selection Factors
Listed below are some factors (reasons) many people use in selecting a restaurant where
they want to dine. Think about your visits to casual dining restaurants in the last three
months and rank each attribute from 1 to 4, with 1 being the most important reason for
selecting the restaurant and 4 being the least important reason.
Attribute Ranking - Prices
- Food Quality
- Atmosphere
- Service
Section F: Classification Questions - How far did you drive to get to the restaurant? 1 less than 1 mile
2 1-5 miles
3 More than 5 miles - Do you recall seeing advertisements in the last 60
days for __?
0 No
1 Yes - What is your gender? 0 Male
1 Female - How many children under the age of 18 are living in
your home?
0 None
1 1-2
2 More than 2 children at home - What is your age? 1 18-25
2 26-34
3 35-49
4 50-59
5 60 and older - What is your annual total household income? Please specify_______________
Thank you very much for your help
