Dear Respondents:
Hello! This questionnaire is exclusively for academic group research, aiming to explore consumer preferences, purchasing behaviors and brand perceptions of Dairy Queen (DQ) ice cream and related products. All collected data is for analysis only and strictly confidential. It takes approximately 2 minutes to complete. Thank you for your support and cooperation!
尊敬的受访者：
您好！本问卷仅用于课程小组学术调研，旨在探究DQ冰淇淋及相关产品的消费者偏好、购买行为与品牌认知。所有收集的数据仅作分析使用，严格保密，填写约需2分钟。感谢您的支持与配合！
1. 您的年龄Age A.18-25岁/years old B.26-35岁/years old C.36-50岁/years old D.50岁以上/years old
2. 您所在城市层级City Tier A.一线城市First-tier city B.新一线/二线城市New first-tier/Second-tier city C.三线及以下城市Third-tier and below cities
3. 3. 您的月均可支配收入Monthly Disposable Income A.＜=3000RMB B.3001-8000RMB C.8001-15000B D.＞15000RMB
4. 您对DQ品牌的了解程度?How well do you know the DQ brand? A.非常了解Very familiar B.比较了解Quite familiar C.一般了解Moderately familiar D.不太了解Not familiar
5. 您了解DQ的主要渠道？Which channels do you use to learn about DQ?（多选题） A.社交媒体（短视频/小红书/微博）Social media (Douyin/ Xiaohongshu / Weibo） B.线下门店/商场宣传 Physical stores / Mall promotions C.明星/KOL/网红推荐 Celebrities / KOLs / Influencers D.亲友推荐/线下广告 Relatives ＆ friends / Offline advertisements E.其他Others
6. 您是否购买过DQ的产品？Have you ever purchased DQ products? A.多次购买（每月/每季度都会购买） Purchased many times (Monthly/quarterly) B.偶尔购买（每年1-3次） Purchased occasionally (1-3 times a year) C.未购买但有尝试意向 Never purchased, but willing to try D.无购买/尝试意愿 Never purchased and no intention to try
7. 您最常购买的DQ产品类型是？（未购买可跳过）Which DQ product do you usually buy? (Skip if never purchased） A.暴风雪系列 Blizzard series B.软质冰淇淋/甜筒 Soft-serve ice cream / Cones C.冰淇淋蛋糕 Ice cream cakes D.咖啡/饮品/轻食 Coffee / Drinks / Light meals E.其他 Others
8. 您购买DQ的主要场景是？What is your main scenario to buy DQ? (Skip if never purchased） A.日常解馋/下午茶 Daily snack / Afternoon tea B.逛街/出游时临时购买 Impulse purchase when shopping/traveling C.生日/聚会/节日消费 Birthdays / Parties / Festivals D.外卖点单/宅家消费 Takeaway / At-home consumption E.其他 Others
9. DQ的冰淇淋口感好、品质稳定DQ ice cream has good taste and stable quality 10. DQ的产品定价合理，性价比高DQ products are reasonably priced with good cost-performance ratio 11. DQ的品牌形象年轻、有吸引力DQ has a young and attractive brand image 12. DQ的门店环境/服务让我感到满意I am satisfied with DQ's store environment and service 13. DQ的季节限定/联名款产品能吸引我购买DQ's limited-edition/co-branded products can attract me to purchase 14. 您对DQ数字化营销（线上点单/会员积分/联名活动）的接受度？（评分题，分数越高接受度越高）What is your acceptance of DQ's digital marketing (online ordering / membership points / co-branded activities)? 15. 您能接受的DQ单次消费预算是？What is your acceptable budget for a single DQ purchase? A.＜=20RMB B.21-40RMB C.41-80RMB D.＞=80RMB
16. 您偏好的DQ购买渠道？What is your preferred purchasing channel for DQ? A.线下门店直接购买 Direct purchase at physical stores B.官方线上小程序/APP点单 Order via official mini-program / App C.外卖平台（美团/饿了么） Third-party delivery platforms (Meituan / Ele.me) D.其他 Others
17. 您对DQ的产品、口味、营销或服务有什么建议？Do you have any suggestions for DQ's products, flavors, marketing or services?