The Chinese Restaurant Dining Out Survey
Section A: Screening and Rapport Questions
1. Do you regularly eat out at casual dining restaurants? Yes [1] No [0]
2. Have you eaten at a Chinese restaurant in the last six months? Yes [1] No [0]
3. Is your gross annual household income £15 000 or more?” Yes [1] No [0]
4. Which Chinese restaurant have you eaten at most recently?
a. Oodles [0]
b. Wok & Fire [1]
Section B: Lifestyle Questions
Please read all questions carefully. Using a scale from 1 to 7, with 1=Strongly Disagree and
7=Strongly Agree, please indicate the extent to which you agree or disagree with a
particular statement that describes you.
Strongly Strongly
Disagree Agree
1. I often try new and different things 1 2 3 4 5 6 7
2. I like parties with music and lots of talk 1 2 3 4 5 6 7
3. People come to me often than I go to them 1 2 3 4 5 6 7
for information about products
4. I try to avoid fried foods 1 2 3 4 5 6 7
5. I like to go out and socialise with people 1 2 3 4 5 6 7
6. Friends and neighbours often come to me for 1 2 3 4 5 6 7
advice about products and brands
7. I am self-confident about myself and my 1 2 3 4 5 6 7
future
8. I usually eat balanced, nutrious meals 1 2 3 4 5 6 7
9. When I see a new product in stores, I often 1 2 3 4 5 6 7
but it
10. I am careful about what I eat 1 2 3 4 5 6 7
11. I often try new brands before my friends and 1 2 3 4 5 6 7
neighbours do
Section C: Perceptions Measures
The list below is a set of characteristics that could be used to describe the Chinese
restaurant you dined at most recently. Using a scale from 1 to 7, with 1=Strongly Disagree
and 7=Strongly Agree, please indicate the extent to which you agree or disagree that [Wok
& Fire/Oodles]:
Strongly Strongly
Disagree Agree
1. has friendly employees 1 2 3 4 5 6 7
2. is a fun place to eat 1 2 3 4 5 6 7
3. has large-size portions 1 2 3 4 5 6 7
4. has fresh food 1 2 3 4 5 6 7
5. has reasonable prices 1 2 3 4 5 6 7
6. has an attractive interior 1 2 3 4 5 6 7
7. has excellent food taste 1 2 3 4 5 6 7
8. has knowledgeable employees 1 2 3 4 5 6 7
9. serves food at the proper temperature 1 2 3 4 5 6 7
10. has quick service 1 2 3 4 5 6 7
Section D: Relationship Measures
Not Very
Satisfied at Satisfied
All
1. How satisfied are you with 1 2 3 4 5 6 7
______________?
Definitely Definitely
Will Not Will Return
Return
2. How likely are you to return to 1 2 3 4 5 6 7
__________ in the future?
Definitely Definitely
Will Not Will
Recommend Recommend
3. How likely are you to recommend 1 2 3 4 5 6 7
_________ to a friend?
4. How often do you eat at ___________? 1 = Very Infrequently
2 = Somewhat Infrequently
3 = Occasionally
4 = Somewhat Frequently
5 = Very Frequently
Section E: Selection Factors
Listed below are some factors (reasons) many people use in selecting a restaurant where
they want to dine. Think about your visits to casual dining restaurants in the last three
months and rank each attribute from 1 to 4, with 1 being the most important reason for
selecting the restaurant and 4 being the least important reason.
Attribute Ranking
1. Prices
2. Food Quality
3. Atmosphere
4. Service
Section F: Classification Questions
1. How far did you drive to get to the restaurant? 1 less than 1 mile
2 1-5 miles
3 More than 5 miles
2. Do you recall seeing advertisements in the last 60 0 No
days for __________? 1 Yes
3. What is your gender? 0 Male
1 Female
4. How many children under the age of 18 are living in 0 None
your home? 1 1-2
2 More than 2 children at home
5. What is your age? 1 18-25
2 26-34
3 35-49
4 50-59
5 60 and older
6. What is your annual total household income? Please specify_______________
Thank you very much for your help
