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 daniel.doyle@mail.mcgill.ca.

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.

Guinness

Molson Hi Dry

Wildcat

Corona

Carling

Budweiser

Labatt Blue Light

Labatt 50

Heineken

Bavaria

Carlsberg

Miller Genuine Draft

Kokanee

Molson Canadian

Alexander Keith's

Stella Artois

Molson Ex Light

Molson Export

Sleeman's

Sol

Black Label

Molson Dry

Molson Smooth Dry

Becks

O'Keefe

Coors Light

Laurentide

Bud Light

Other

Labatt Blue

Milwaukee's Best

Rickard's Red

Rolling Rock

Fosters

Labatt Blue Dry

4. How did you become aware of most of the beer brands you selected in question 3?

Other

Tried it yourself

Sponsored events

Advertising

Family/Friends

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.

Image

Packaging

Alcohol Content

Price

Advertising

Flavor

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 Price Bad Average Good Very Good

Image

Flavor

Alcohol Content

Advertising

Packaging

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 Packaging Bad Average Good Very Good

Price

Flavor

Image

Advertising

Alcohol Content

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 Image Bad Average Good Very Good

Price

Alcohol Content

Packaging

Advertising

Flavor

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 Image Bad Average Good Very Good

Packaging

Flavor

Alcohol Content

Advertising

Price

18. Have you tried Corona?