Apple
Answers marked with a * are required.
1. Apple [1]
 
 
1. Gender? *
      
 
 
 
2. Date of Birth? *
 
 
 
3. Have you ever heard of the company Apple? *
      
 
 
 
4. At what age did you first learn about Apple?
 
 
 
5. What comes into mind when hearing the name Apple? (the company) *
 
 
 
6. On a scale from 1 to 10, how much does Apple products interest you? (1=I actually don't care, there are a lot better alternatives out on the market, 10= I am incredibely fascinated by Apple and i try to stay up to date about its latests products) *
 
 
 
7. What was your first impression of an Apple product, at sight? *
       		 
 
 
8. On a scale from 1 to 10, what do you think of the quality of Apple products, at sight? (not after you've used it) (1=They got it from a dump, 10=The best quality I have ever seen) *
 
 
 
9. Do you own an Apple product? (hardware, not eg iTunes, Mobile Me) *
      
 
 
 
10. What kind of product(s) do you own?
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11. Why did you choose for a product of Apple? (and not for products of other companies?)
 
 
 
12. Additionally, did you buy other products along your Apple product (eg. skins for iPod, Mobile Me-account, iWork,....)?
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No (please type something to indicate this is your choice)
 
 
 
13. On a scale from 1 to 10, how happy are you with your purchase? (1=I actually didn't use it much after I bought it, 10=I absolutely love it, I want another)
 
 
 
14. Why did you choose not to buy an Apple product?
       		 
 
 
15. Would you want to have an Apple product?
      
 
 
 
16. Are you willing to buy an Apple product, if sold for a reasonable price?
      
 
 
 
17. If you want to have an Apple product, what kind of product(s) would you want to have?
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18. What made you want to buy an Apple product?
       		 
 
 
19. For what reasons do you use your cell phone? *
 
 
 
20. How much would you want to pay more for a cell phone with expandable features (simply put, you can easy install extra applications on it). You may assume there are enough producers supporting the phone, there's almost an application for everyhing. *
      
 
 
 
21. What kind of desktop/laptop do you own? How much dit it approximately cost? (you can type ? if you don't remember) *
 
 
 
22. Are you informed about the features of the laptop/desktops of Apple? Please try to name as many differences as you can compared to a pc. (in terms of things that laptops/desktops of Apple can do) For the mac owners: what made you buy an iMac/Macbook? *
 
 
 
23. For what reasons do you use your desktop/laptop? *
       		 
 
 
24. What are the most important programmes, applications that you run on your computer? (the ones that you use on a regular base) (eg. microsoft office, adobe photoshop, iWork, ....) *
 
 
 
25. What kind of operating system are you currently using? *
       		 
 
 
26. Which of the following operating systems do you prefer most? *
      
 
 
 
27. Do you have any complaints about your current operating system? *
      
 
 
 
28. I have following complaints regarding my operating system:
 
 
 
29. Would you want to try another operating system? *
      
 
 
 
30. Why would you want to try another operating system? (from windows to mac OS or vice versa)
       		 
 
 
31. Have you ever changed your OS before? *
      
 
 
 
32. What was the reason for using another OS?
 
 
 
33. Why wouldn't you want to use another OS?
       		 
 
 
34. What kind of music player do you prefer most? *
      
 
 
 
35. What kind of movie player do you prefer most? *
      
 
 
 
36. On a scale from 1 to 10, how important is it for you that your computerfiles are back-upped on a regulare base? (1=it isn't necessary, it's not a big deal if I were to lose some files, 10= very important, I can't risk losing my files) *
 
 
 
37. Are you willing to pay more for software that automatically backups your files for you? *
      
 
 
 
38. Did you ever trip over your laptop cable before, or you accidentically broke something due to your laptop cable? (your foot got caught up in the cable and when you tried to walk away, the cable pulled at your laptop or a glass and it fell on the ground) *
      
 
 
 
39. On a scale from 1 to 10, how annoying do you think it would be if you would break something (valuable) by just tripping over a cable? (1= That would never happen to me, I'm very cautious, 10= Words can express how annoying it is, a lot of things have broken because of it) *
 
 
 
40. Company X has a marketshare of 80% whereas company Y accounts for the remaining 20%. It's well-known that both companies provide products of excellent quality. If you were to buy a product form either X or Y, which company would it be? *
      
 
 
 
41. Why did you decide to buy a product from X or Y? *
 
 
 
42. Repeat question [40], but now, a relative of yours works in company X, does your choice remain the same? *
      
 
 
 
43. Again, repeat question [40], you can buy a product from company X (80%) or a product from company Y (20%). But you know that company X only invests its money back in its own company, but Y supports others (Y is better for the economy). Which company would you support? *
      
 
 
 
44. Why did you decided to support company X or Y? *
 
 
 
45. You've tripped over the cable of your laptop, it fell on the ground and it broke. You need a new one. A family member, selling laptops, offers you 2 kind of laptops. He/she claims that both have the same specifications, but he/she doesn't remember the brand. He/she doesn't expect money for the laptop, would you take the better looking laptop? *
      
 
 
 
46. Repeat the question from above, only now, you do have to pay for the laptop. The better looking laptop is more expensive than the 'uglier' one, but both still have same specifications. How much are you willing to pay more for 'looks'? *
      
 
 
 
47. For you, does a more expensive product mean it has a better quality? (well, in most cases) *
      
 
 
 
48. Imagine that product X (known for its high quality) was priced at 500 euros at first, but now, its price dropped down to 300 euros. The company of X doesn't really have any competitors so they wouldn't be lowering its prices to be more competitive. What comes to mind when realizing it has lowered its prices? *
       		 
 
 
49. Are you willing to pay more for a product that is better for the environment? *
      
 
 
 
50. You have to buy a new cell-phone. But nowadays, there a just too many phones and you really don't want to spend a lot of time in comparing the cell-phones. A lot of your friends are buying phone X and are satisfied. Would this influence you when choosing a cell-phone? (Would you buy phone X just because some of your friends did?) *
      
 
 
 
51. Repeat question [50], but it happens that you've heard (or read) some bad things about phone X, would this change your choice of the previous question? *
      
 
 
 
52. Today is your free day so you decided to go to a market. The only thing you know is that they sell computers, phones, and things related to it. Once there, you're standing in front of 2 stands, A and B. You don't know what brand of products they provide, but it seems they're both introducing some new products. You can clearly see that there are a lot more people standing in front of A than B. Would you go to A or B? *
      
 
 
 
53. Why did you decide to go to A or B first? *
 
 
 
54. Repeat question [52], but now, there are twice as much people in front of A than before. Does this change your choice of question [56]? *
      
 
 
 
55. Why did your choice change?
 
 
 
56. You're still on the market with stands A and B, A still has more 'customers' than B, both are introducing new products. But it seems stand B is the stand that represents Apple. You're not familiair with the company of stand A. Where will you go first? *
      
 
 
 
57. Repeat the previous question, but now, it's the opposite. Apple has more 'visitors' than company B. Does your choice of question [56] remain the same? *
      
 
 
 
 
 

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