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q1a: Q1a. Out of every ten containers of ice cream, frozen yogurt or sorbet purchases you make, about how many fall into each of the following categories? Superpremium ice cream (like Haagen-Dazs or Ben and Jerry's) |
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q1b: Q1b. Out of every ten containers of ice cream, frozen yogurt or sorbet purchases you make, about how many fall into each of the following categories? Premium ice cream (like Breyer's or Dreyer's or Edy's) |
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q1c: Q1c. Out of every ten containers of ice cream, frozen yogurt or sorbet purchases you make, about how many fall into each of the following categories? Store brand ice cream |
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q2a: Q2a. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Store brand - regular ice cream |
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q2b: Q2b. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Full fat premium ice cream |
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q2c: Q2c. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Full fat superpremium ice cream |
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q2d: Q2d. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Ice cream with reduced fat content |
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q2e: Q2e. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Frozen yogurt |
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q2f: Q2f. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Sorbet |
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q3: Q3. You may have heard the term 'light ice cream'. How likely are you to purchase light ice cream, in general? |
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q4: Q4. Which one of the following definitions best matches what the term 'light ice cream' means to you personally? |
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q5: Q5. If 'light ice cream' is defined as having less fat than regular ice cream, what percentage less would you personally expect it to have? |
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q6a: Q6a. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream tastes as good as regular ice cream |
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q6b: Q6b. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream is as satisfying as regular ice cream |
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q6c: Q6c. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream does not have a creamy texture |
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q6d: Q6d. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream isn't as high quality as regular ice cream |
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q6e: Q6e. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream is made with artificial ingredients |
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q6f: Q6f. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream is not a special treat |
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q6g: Q6g. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. I eat light ice cream so I can eat more of it |
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q6h: Q6h. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream is an indulgent treat |
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q6i: Q6i. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. When I eat light ice cream I feel less guilty |
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q6j: Q6j. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream just doesn't taste good |
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q7a: Q7a. Which one of the following statements about light ice cream do you agree with the most? |
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q7b: Q7b. Which one of the following statements about light ice cream do you agree with the least? |
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q8a: Q8a. How many of each of the following types of people currently live in your home? Adult males 18+ |
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q8b: Q8b. How many of each of the following types of people currently live in your home? Adult females 18+ |
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q8c: Q8c. How many of each of the following types of people currently live in your home? Teens 13-17 |
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q8d: Q8d. How many of each of the following types of people currently live in your home? Kids 6-12 |
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q8e: Q8e. How many of each of the following types of people currently live in your home? Kids 0-5 |
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q9: Q9. Which of the following categories best describes your ethnic background? |
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q10: Q10. What is your current employment status? |
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q11: Q11. Which of the following categories best describes your total annual household income before taxes? |