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My name is Ms. Nguyen Thien Diem, an MBA Student at CFVG. I am currently doing my research as part
of the requirements towards my degree. The research is about how social media influences your decision
buying process especially when purchasing electronic device from big consumer electronic retailers. The
outcome of the research will help me to get a picture on how social media has changed the way we
purchase products especially these advertised (marketed) on social media.
I am therefore kindly requesting you to assist me by completing all the questions in the attached
questionnaire according to your experience or opinion. Please be assured that whatever information you
provide will be kept confidential (none of your personal identity will be disclosed).
Mobile:
Todays date:
Name:
Contact information:
1. Gender
Male Female
3. Native place
Urban Rural
4. Job
5. Which of Social Media site are you using on daily basis? (You can select more than one)
6. On the average, how much time do you spend on Facebook per week?
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Thien Hoa
Other: ..
10. Please indicate the extent you agree or disagree in each of the following statement using the given
scale
11. Rank on the scale 1 to 5 for the source of information on social media you use before a purchase
with retailers: 1 being least and 5 being more valuable source
Source 1 2 3 4 5
Facebook
Twitter
Online forum communities/Blogs
YouTube
Instagram
LinkedIn
Other media
12. In your opinion which stage of your buying decision process (problem recognition, search for
information, evaluating alternative purchase and post purchase evaluation) has been affected
mostly because of use of social media.
Rank on a scale of 1 to 5, 1 being least affected and 5 being most affected
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PART 3: FACTORS AFFECTING LENGTH OF
BUYING DECISION PROCESS
13. Rank the following factors in terms of how they affect the length of your buying decision making
process. 1 being least affecting and 5 being the most affecting factor
1 2 3 4 5
Resource (e.g. time, finance)
Amount (volume) of available information
Personal factor (e.g. pressure to purchase from
pears)
Uncertainty of about authenticity (accuracy) of
information
Risk involved in the purchase
PROBLEM RECOGNITION
14. Does social media trigger you to want to purchase a product/service from retailers?
15. Do you find advertisement on the social media (such as Facebook) attractive?
16. The information searching is easier via social media compared to other media (e.g. TV, Print or
Outdoor)
17. Do you search for related information on social media before a purchase?
18. Advertisements on social media (such as Facebook) influence you to try new
brands/products/services
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19. Social media provides more effective platforms to new products/services to draw consumers
attention than mass media
20. Advertisements/reviews/blogs posts have a higher credibility than advertisement editorials/ other
marketing means on other media?
Why?
21. Do you change your initial purchase preference after searching for information through social
media?
PURCHASE
22. Where do you buy the product after evaluating the alternative?
POST-PURCHASE BEHAVIOR
23. Do you share comments reviews/blog posts/related articles with peer or friends via social media
after purchase?
24. Do you change your attitude towards a certain brand/product/service after you have read positive
comments/reviews/online articles about it?
25. The use of social media such as Facebook help me to go through the buying decision faster than
ordinary process.
26. Social Media is an effective and powerful platform for consumer to communicate with each other
with companies.
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27. Do you feel encouraged to voice your opinion after purchase via social media platforms?
28. Do you agree that information regarding product, services or brands have a higher credibility on
social media than on mass media channels because the information I beyond the company control?