early adopter questionnaire

MRA03_Proj04
Questionnaire
Variable blocks
Age
13 – 17
18 – 23
24 – 29
30 – 35
Gender
Male
Female
Educational Attainment
Less than Matric
Matric / ‘O’ levels
Intermediate/ ‘A’ levels
Undergraduate
Graduate & beyond
Income per month
20,000 or under
21,000 – 30,000
31,000 – 40,000
41,000 – 50,000
51,000 – 60,000
61,000 – 70,000
71,000 & over

Early Adopter
The term Early Adopters was first introduced by Everett M. Rogers in his book “Diffusions of Innovations” 1962, where he categorized rate of adoption by 5 groups – innovators, early adopters, early majority, late majority and laggards. This block will attempt to find innovators in the consumption of chocolates, a key dimension in the profile of our target market.
Survey Questions:
Following are questions that people may use to describe their own personality. Please indicate if you would agree or disagree with the following statements with “1” for strongly disagree to “5” for strongly agree.
Don’t Know = 0.
I like to try out new items I see in the shop

1
2
3
4
5

Strongly Disagree

Strongly Agree

I would be the last person to try out a new chocolate I see in the market

1
2
3
4
5

Strongly Disagree

Strongly Agree

I purchase new things because I like new experiences

1
2
3
4
5

Strongly Disagree

Strongly Agree

People ask me for information on places to shop

1
2
3
4
5

Strongly Disagree

Strongly Agree

I would consider myself as someone who tries new things

1
2
3
4
5

Strongly Disagree

Strongly Agree

I like to experiment with new styles and tastes

1
2
3
4
5

Strongly Disagree

Strongly Agree

I purchase new chocolates before my friends do

1
2
3
4
5

Strongly Disagree

Strongly Agree

I avoid mainstream choices and prefer unique items

1
2
3
4
5

Strongly Disagree

Strongly Agree

I often try new brands because I like variety and get bored with the same old stuff

1
2
3
4
5

Strongly Disagree

Strongly Agree

I am the source of information on