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Hello:

You are invited to participate in our survey on beer consumption among people aged 18 to 25. The survey is being administered for a marketing research project at McGill University. In this survey, approximately 300 people will be asked to complete a survey that asks questions about their beer drinking habits. It will take no longer than 10 minutes to complete the questionnaire. Your time and effort is appreciated


Your participation in this study is completely voluntary. There are no foreseeable risks associated with this project. However, if you feel uncomfortable answering any questions, you can withdraw from the survey at any point. It is very important for us to learn your opinions.


Your survey responses will be stricly confidential and data from this research will be reported only in the aggregate. Your information will be coded and will remain confidential. If you have questions at any time about the survey or the procedures, you may contact us by email at [email protected].


Thank you very much for your time and support. Please start with the survey now by clicking on the Continue button below.


 
 
 
1. How often would you say you drink beer?
 
Daily
 
Weekly
 
Monthly
 
Occasionally
 
Not at all
 
 

2. Where do you usually drink beer?
 
At home
 
Bars/Pubs
 
Clubs
 
Social Gatherings/Parties
 
Sporting Events
 
 

3. Please check off all of the brands you have heard of.
 
O'Keefe
 
Coors Light
 
Laurentide
 
Molson Smooth Dry
 
Labatt Blue Dry
 
Labatt Blue
 
Labatt Blue Light
 
Bavaria
 
Molson Ex Light
 
Black Label
 
Corona
 
Molson Export
 
Heineken
 
Labatt 50
 
Sleeman's
 
Molson Hi Dry
 
Carling
 
Carlsberg
 
Guinness
 
Budweiser
 
Molson Dry
 
Becks
 
Molson Canadian
 
Kokanee
 
Rickard's Red
 
Bud Light
 
Alexander Keith's
 
Miller Genuine Draft
 
Rolling Rock
 
Fosters
 
Milwaukee's Best
 
Other
 
 
Sol
 
Stella Artois
 
Wildcat

 
 

4. How did you become aware of most of the beer brands you selected in question 3?
 
Tried it yourself
 
Other
 
 
Family/Friends
 
Advertising
 
Sponsored events
 
 
 
5. 5. Please list the beer brands for which you are aware of through their advertising.
   
 
 
 
6. 6. Please list the 3 beer brands that you drink most often.
   
 
 

7. What kind of beer do you drink most often?
 
Non-Alcoholic
 
Light (Coors Light, Bud Light, etc.)
 
Domestic (Molson Candian, Labatt Blue, etc.)
 
Imported (Corona, Heineken, etc.)
 
 

8. With respect to alcohol content, how strong do you like your beer?
 
Non-Alcoholic
 
Less than 3%
 
Between 3% and 6%
 
More than 6%
 
 

9. Please rank the following product attributes from 1 to 6 with respect to their importance in choosing a beer brand (1=Highest, 6=Lowest). You may only use each value once.
Price
Advertising
Packaging
Image
Flavor
Alcohol Content
 
 

10. Have you tried Molson Canadian?
 
Yes
 
No
 
11. If you responded Yes to question 10, please rate Molson Canadian on the following product attributes? If you responded No to question 10, please move onto question 12.
Very Bad Bad Average Good Very Good
Image
Packaging
Price
Alcohol Content
Flavor
Advertising
 
 

12. Have you tried Molson Export?
 
Yes
 
No
 
13. If you responded Yes to question 12, please rate Molson Export on the following product attriibutes. If you responded No to question 12, please move on to question 14.
Very Bad Bad Average Good Very Good
Image
Alcohol Content
Price
Advertising
Packaging
Flavor
 
 

14. Have you tried Molson Dry?
 
Yes
 
No
 
15. If you responded Yes to question 14, please rate Molson Dry on the following product attributes. If you responded No to question 14, please move on to question 16.
Very Bad Bad Average Good Very Good
Price
Advertising
Flavor
Alcohol Content
Image
Packaging
 
 

16. Have you tried Coors Light?
 
Yes
 
No
 
17. If you responed Yes to question 16, please rate Coors Light on the following product attributes. If you responded No to question 16, please move on to question 18.
Very Bad Bad Average Good Very Good
Packaging
Alcohol Content
Flavor
Image
Price
Advertising
 
 

18. Have you tried Corona?
 
Yes
 
No
 
19. If you responded Yes to question 18, please rate Corona on the following product attributes. If you responded No to question 18, please move on to question 20.
Very Bad Bad Average Good Very Good
Alcohol Content
Image
Packaging
Price
Flavor
Advertising
 
 

20. Have you tried Heineken?
 
Yes
 
No
 
21. If you responded Yes to question 20, please rate Heineken on the following product attributes. If you responded No to question 20, please move on to question 22.
Very Bad Bad Average Good Very Good
Image
Price
Alcohol Content
Packaging
Flavor
Advertising
 
 

22. What is your gender?
 
Male
 
Female
 
 

23. How old are you?
 
18 - 21
 
22 - 25
 
Older than 25
 
 

24. In which Canadian province/territory do you live?
 
Alberta
 
British Columbia
 
Manitoba
 
Newfoundland and Labrador
 
New Brunswick
 
Northwest Territories
 
Nova Scotia
 
Ontario
 
Prince Edward Island
 
Quebec
 
Saskatchewan
 
Nunavut
 
Yukon
 
 

25. Were you born in Canada?
 
Yes
 
No
 
 
 
26. If you were born outside of Canada, how long have you lived in Canada? If you were born in Canada, please move on to question 28.
 
Less than a year
 
1 to 5 years
 
5 to 10 years
 
More than 10 years
 
 
 
27. 27. If you were born outside of Canada, in which country were you born?
   
 
 
 
28. How would you describe your cultural background/ancestry (i.e. where were your ancestors from)?
   
 
 

29. How would you describe your education level?
 
High School
 
Some college/CEGEP
 
College/CEGEP degree
 
Some University
 
University Degree
 
 

30. What was (is) your family's household income?
 
Under $25,000
 
$25, 000 - $49, 999
 
$50, 000 - $74, 999
 
$75, 000 - $99, 999
 
More than $100, 000
 
Please contact [email protected] or click here if you have any questions regarding this survey.
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