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  1. Surveys
  2. 2005
  3. April
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  5. TP Conjoint Analysis
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Thank you for taking the time to complete this survey.
We are interested to understand your preferences regarding toilet paper. Below you will find 16 toilet paper products. These will vary in their features, such as price, thickness and scent (only the tube). We ask that you consider each option individually and use a 1 to 7 scale to denote your preference. Use 1 for “Not at all likely” and 7 for “Very likely”.
 
 
 
The products below are defined according to the following attributes:



Price – for a 4-pack toilet paper.

Thickness – 1, 2, or 3 ply toilet paper.

Tube scent – unscented, country rose, vanilla, sea breeze.

Texture – flat, rippled, quilted.

Lotion – with or without soothing.

Paper – whether is made from recycled paper.
 
 
OPTION 1: How likely is it that you would purchase this 4-pack toilet paper?

Price: $2.99
Thickness: 1 Ply (Single Roll)
Tube scent: Unscented
Texture: Flat
Lotion: Yes
Made of recycled paper: Yes
 
1 Not at all likely
 
2
 
3
 
4
 
5
 
6
 
7 Very likely

 
 
 
OPTION 2: How likely is it that you would purchase this 4-pack of toilet paper?

Price: $3.29
Thickness: 2 Ply (Double Roll)
Tube scent: Vanilla
Texture: Rippled
Lotion: Yes
Made of reclycled paper: Yes
 
1 Not at all likely
 
2
 
3
 
4
 
5
 
6
 
7 Very likely

 
 
 
OPTION 3: How likely is it that you would purchase this 4-pack of toilet paper?

Price: $3.59
Thickness: 2 Ply (Double Roll)
Tube scent: Sea Breeze
Texture: Flat
Lotion: No
Made of recycled paper: No
 
1 Not at all likely
 
2
 
3
 
4
 
5
 
6
 
7 Very likely

 
 
 
OPTION 4: How likely is it that you would purchase this 4-pack of toilet paper?


Price: $3.29
Thickness: 3 Ply (Triple Roll)
Tube scent: Sea Breeze
Texture: Quilted
Lotion: Yes
Made of recycled paper: Yes
 
1 Not at all likely
 
2
 
3
 
4
 
5
 
6
 
7 Very likely

 
 
 
OPTION 5: How likely is it that you would purchase this 4-pack of toilet paper?

Price: $3.59
Thickness: 2 Ply (Double Roll)
Tube scent: Country Rose
Texture: Rippled
Lotion: Yes
Made of recycled paper: Yes
 
1 Not at all likely
 
2
 
3
 
4
 
5
 
6
 
7 Very likely

 
 
 
OPTION 6: How likely is it that you would purchase this 4-pack of toilet paper?

PRICE: $2.99
Thickness: 1 Ply (Single Roll)
Tube scent: Country Rose
Texture: Rippled
Lotion: No
Made of recycled paper: No
 
1 Not at all likely
 
2
 
3
 
4
 
5
 
6
 
7 very likely

 
 
 
OPTION 7: How likely is it that you would purchase this 4-pack of toilet paper?

Price: $2.99
Thickness: 1 Ply (Single Roll)
Tube scent: Unscented
Texture: Flat
Lotion: No
Made of recycled paper: No
 
1 Not at all likely
 
2
 
3
 
4
 
5
 
6
 
7 Very likely

 
 
 
OPTION 8: How likely is it that you would purchase this 4-pack of toilet paper?

Price: $3.29
Thickness: 3 Ply (Triple Roll)
Tube scent: Country Rose
Texture: Flat
Lotion: No
Made of recycled paper: Yes
 
1 Not at all likely
 
2
 
3
 
4
 
5
 
6
 
7 Very likely

 
 
 
OPTION 9: How likely is it that you would purchase this 4-pack of toilet paper?

Price: $3.29
Thickness: 2 Ply (Double Roll)
Tube scent: Unscented
Texture: Quilted
Lotion: No
Made of recycled paper: No
 
1 Not at all likely
 
2
 
3
 
4
 
5
 
6
 
7 Very likely

 
 
 
OPTION 10: How likely is it that you would purchase this 4-pack of toilet paper?

Price: $3.29
Thickness: 1 Ply (Single Roll)
Tube scent: Sea Breeze
Texture: Rippled
Lotion: Yes
Made of recycled paper: No
 
1 Not at all likely
 
2
 
3
 
4
 
5
 
6
 
7 Very likely

 
 
 
OPTION 11: How likely is it that you would purchase this 4-pack of toilet paper?

THICKNESS (Ply): 1 Ply (Single Roll)
PRICE: $3.59
SCENT: Vanilla
TEXTURE: Quilted
LOTION: No
MADE OF RECYCLED PAPER: No
 
1 Not at all likely
 
2
 
3
 
4
 
5
 
6
 
7
 
8
 
9
 
10 Very likely
 
 
 
OPTION 12: How likely is it that you would purchase this 4-pack of toilet paper?

THICKNESS (Ply): 2 Ply (Double Roll)
PRICE: $3.29
SCENT: Unscented
TEXTURE: Rippled
LOTION: No
MADE OF RECYCLED PAPER: Yes
 
1 Not at all likely
 
2
 
3
 
4
 
5
 
6
 
7
 
8
 
9
 
10 Very likely
 
 
 
OPTION 13: How likely is it that you would purchase this 4-pack of toilet paper?

THICKNESS (Ply): 3 Ply (Triple Roll)
PRICE: $3.59
SCENT: Vanilla
TEXTURE: Quilted
LOTION: Yes
MADE OF RECYCLED PAPER: Yes
 
1 Not at all likely
 
2
 
3
 
4
 
5
 
6
 
7
 
8
 
9
 
10 Very likely
 
 
 
OPTION 14: How likely is it that you would purchase this 4-pack of toilet paper?

THICKNESS (Ply): 2 Ply (Double Roll)
PRICE: $2.99
SCENT: Sea Breeze
TEXTURE: Rippled
LOTION: No
MADE OF RECYCLED PAPER: Yes
 
1 Not at all likely
 
2
 
3
 
4
 
5
 
6
 
7
 
8
 
9
 
10 Very likely
 
 
 
OPTION 15: How likely is it that you would purchase this 4-pack of toilet paper?

THICKNESS (Ply): 3 Ply (Triple Roll)
PRICE: $3.59
SCENT: Unscented
TEXTURE: Rippled
LOTION: Yes
MADE OF RECYCLED PAPER: No
 
1 Not at all likely
 
2
 
3
 
4
 
5
 
6
 
7
 
8
 
9
 
10 Very likely
 
 
 
OPTION 16: How likely is it that you would purchase this 4-pack of toilet paper?

THICKNESS (Ply): 2 Ply (Double Roll)
PRICE: $3.29
SCENT: Vanilla
TEXTURE: Flat
LOTION: Yes
MADE OF RECYCLED PAPER: No
 
1 Not at all likely
 
2
 
3
 
4
 
5
 
6
 
7
 
8
 
9
 
10 Very likely
 
 

Are you the primary household shopper of toilet paper?
 
Yes
 
No
 
 

For how many people does the primary household shopper purchase toilet paper?
 
1-2
 
3-4
 
5+
 
 
 
Where does the primary household shopper usually purchase toilet paper?
 
Grocery store (Stop & Shop, Shaws, Kroger, etc)
 
Mass merchants (Target, Wal-Mart, etc)
 
Discount stores (Costco, BJ's, etc)
 
Convenience stores (7 eleven, etc)
 
Other

 
 

How frequently does the primary household shopper purchase toilet paper?
 
Once a week
 
Once every two weeks
 
Once a month
 
Once every two months or more
 
 

What is your gender?
 
Male
 
Female
 
 

What is your approximate annual household income before tax?
 
Less than $20,000
 
$20,001 to $40,000
 
$40,001 to $60,000
 
$60,001 to $80,000
 
More than $80,000
 
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