QUESTIONNAIRE FOR BRAND PERCEPTION CORPORATE

Interviewer Name
(CAPITALS)

Interviewer number

START TIME
(24 HOUR TIME)
24)
(

HOURS

MINUTES

Questionnaire
serial number

NOTE COMPANY DETAILS

COMPANY NAME
RESPONDENT NAME
RESPONDENT DESIGNATION
PHONE NUMBER
EMAIL ADDRESS
COMPANY ADDRESS

QUOTAS
Cities
Riyadh
Jeddah
Dammam/Khobar
Buraidah/Qassim

/
/

1
2
3
4

Company size
Small
Medium
Large

1
2
3

ENSURE QUOTAS FOR CITIES, NATIONALITY, AGE AND GENDER

Good morning/afternoon/evening. My name is _________________ from Qyas an independent market research company. We
collect opinions about products & services, so that companies can provide people with what they need. Please can you spare
around 20-25 minutes to talk to me? All information given to us would be strictly confidential.

. ............................... . / /
.
. . 25 -20

Project Brand Health

SCREENING
[CHECK QUOTA AND PROCEED
]

S1

Have you participated in any market research

survey in the past 6 months? SA
Yes
No

S2

. Route

CLOSE
1

Continue
2

Does your company regularly use a courier service company to

send a letter or a parcel or any other shipment from Saudi

Arabia to either domestic or international destinations?

.

Yes

No

S3

Continue

Close

?Please let me know your designation in the company

Kindly confirm whether you are actively involved in

S4 decisions regarding choice of courier service company to
?be used in your company

.

()

Respondents designation
(please also ask for visiting card)

Actively engaged in courier related decisions

Continue

Not actively engaged in courier related decisions

How many full time employees do you have in

?your company
50 or less full-time employees
50
From 51 to 199 full time employees
199 51
200 or more full time employees
200

Thank and ask for relevant decision-maker. Restart the interview

.with the relevant decision-maker
.
.

S5

S6

Route

Check quota for Small companies

Check quota for Medium companies

Check quota for Large companies

Is this establishment _________? READ OUT. SA

Head office with branches in other locations of the country

A Stand alone enterprise (i.e. is the only office in this

country)

Branch office (part of a larger organization)

_________.4
Route
. .


CONTINUE
"" )
(
TERMINATE
( )

Project Brand Health

MAIN QUESTIONNAIRE

BRAND AWARENESS

.
1 .2

. .

.





Q1
Top of Mind

Aramex
DHL
SMSA Express
FedEx
Saudi Post
TNT
UPS
)( )Others (specify

When you think of a courier service provider, which brand

?or provider comes to your mind first

Q1

SPONTANEOUS. SA
DO NOT READ LIST

Which other brands of courier service providers can you

?think of? Any other? Any other
SPONTANEOUS. PROBE. MA

Q2

SHOW CARD AND READ BRAND LIST

Now please look at this list and tell me, which of these
?courier service providers are you aware or? Any other
PROBE. AIDED. MA

Q3

DO NOT READ LIST

?Which courier service provider is your most favorite one

Q4 Please note it may or may not be the one you use most often.
SA
DO NOT READ LIST

And if you had to recommend one courier service provider

?to your friends, which one would that be

Q5

SA
Q2
Others Aware

01
02
21
03
04
05
06

01
02
21
03
04
05
06

4
:6 )
(
.

.

DO NOT READ LIST. RECORD FIRST ANSWER IN Q1 AND

ALL OTHERS IN Q2 SEPARATELY

Q3
Aided Aware

Q4
Most Favorite

Q5
Recommended

01
02
21
03
04
05
06

01
02
21
03
04
05
06

01
02
21
03
04
05
06

MENTION BRAND CODED IN Q4

Q6. You mentioned that ____________ (MOST FAVOURITE

BRAND) is your companys most favorite brand of courier
service. Can you tell me some of the reasons why it is your
?companys most favorite brand

Project Brand Health

Project Brand Health

BRAND USAGE

SHOW CARD

Which of these courier service providers has your company

ever used in Saudi Arabia? Service could be sending a letter or
parcel or any other shipment to either domestic or international
destination. MA

.

.
7

Q7

SHOW CARD. ASK FOR BRANDS CODED IN Q7

Which of these courier service providers does your company

currently use to send letters or parcels to domestic or
international destinations? MA

Q8

SHOW CARD

And which one of these courier service providers does your

company use more often than any other courier service in Saudi
Arabia? SA

Q9

And which one did you use the last time you sent any letter or
?parcel or other shipment

Q10

Q7. Ever Used

:7

Q8. Currently used

:8

Q9. Most often used

:9

Aramex
DHL
SMSA Express
FedEx
Saudi Post
TNT
UPS
)( )Others (specify

01
02
21
03
04
05
06
07

01
02
21
03
04
05
06
07

01
02
21
03
04
05
06
07

Dont Know/ Cant say/ None/ NA

/ / /

99

99

99

02
03
04
05
06
07
08
5

99

SHOW CARD. CHOICE BEHAVIOUR TRIGGERS

.
)

(10
...
01

Q10. Last used

:10

01
02
21
03
04
05
06
07

Here are some things that companies do when choosing

to use a courier service provider. Thinking back to the
last time you chose a courier service (READ OUT
BRAND MENTIONED IN Q10), which of these things do
you recall happening pick as many, or as few as you
recall. MA

Q11

We chose one that my colleagues or superiors recommended

We compared the services & features of several courier service
networks before we made my decision
We subscribed to the courier service that is used by our parent
company
We chose one we had used previously

Project Brand Health

We chose a brand we had seen advertised recently

We checked the value added services available
We compared the value for money per brand package
We chose the brand with the best rates

We chose the one which is near our company office

We chose the one with comprehensive location coverage
We chose the one because they promised to deliver in less time
Other (specify)

( )

WILLINGNESS TO PAY PRICE PREMIUM

1
3 2

ASK FOR THOSE AWARE OF OR CODED IN Q1/2/3

Q12

09
10
11

Now, I would like you to think about the charges or

fees or rates of various courier service providers. Can
you please indicate which of these statements best
describe how much your company would be willing to
subscribe to ..MENTION BRANDS AWARE
OF ONE AFTER OTHER? And (READ NEXT BRAND)?

.

...................
) .
.(

SA PER BRAND

SMSA
DHL
FedEx Saudi Post

Aramex

TNT

Other
UPS
(specify)

()

Whatever it costs

Even if it costs more than any

other courier service provider
Even if it cost a lot more than
the cheapest courier service
provider
Only if costs a bit more than the
cheapest courier service
provider
Only if it costs the same as the
cheapest courier service
provider

Would not subscribe at all

Dont know/NA

Project Brand Health


{3 2 1 }

BRAND IMAGE
[ASK FOR BRANDS CODED IN Q1/2/3]

.
:13
. /

ASK ALL. SHOW CARD

Q13

I will now read out a few statements that people use to

describe various courier service providers/ brands.
As I read out each statement, can you please tell me which
service provider these apply to? Each statement may apply to
one, more than one, all or none of the service brands. There
are no right or wrong answers as we are only interested in
your opinion.
READ OUT EACH BRAND RESPONDENT AWARE OF
SHOW BRAND SORT CARDS OF BRANDS AND APPLY
ROTATION WHILE READING OUT THE STATEMENTS

.
.


.

.

.

SMSA

Rotate the statements

1. Is a brand that appeals to me

2. Is a leader in courier services in Saudi Arabia

3. Is secure, trustworthy and reliable

4. Has excellent international network

5. Offers value for money pricing

6. Has good advertisements

7.

Offers excellent products and services

8. Offers excellent customer service

9. Is technologically advanced
10. Easily accessible branches/customer service
call centers

11. Offers value added services you need

12. Supports multiple channel tracking (mobile,
website, SMS, calls, Social Media etc)
)
( ..
13. Has good high speed delivery compared to
others

14. Has excellent delivery staff

15. Has accurate and timely update on parcel

tracking

DHL
Aramex

01

02

01

02

01

02

01

02

01

02

01

02

Saudi
FedEx Post TNT UPS

21

Other
(specify)

()

None

03

04

05

06

07

99

03

04

05

06

07

99

03

04

05

06

07

99

03

04

05

06

07

99

03

04

05

06

07

99

03

04

05

06

07

99

03

04

05

06

07

99

03

04

05

06

07

99

03

04

05

06

07

99

03

04

05

06

07

99

03

04

05

06

07

99

03

04

05

06

07

99

03

04

05

06

07

99

03

04

05

06

07

99

03

04

05

06

07

99

21

01

02

01

02

01

02

01

02

01

02

21
21
21
21
21
21
21
21

21
21

01

02

01

02

01

02

01

02

21

21
21

Project Brand Health

16. International courier company originated in

Saudi Arabia
.

21
01

02

03

04

05

06

07

99

Q14. Thinking of brand personality of courier services in Saudi Arabia, how would you relate each of the
courier service with the following personality statements?
:14
:

Sincerity

Down to earth
Honest
Welcoming
Cheerful

1
1
1
1

2
2
2
2

21
21
21
21

3
3
3
3

Saudi
Post

4
4
4
4

Excitement

Daring
Spirited
Imaginative
up-to-date
Reliable
Intelligent
Successful
Upper Class
Charming
Outdoorsy
Tough

1
1
1
1

2
2
2
2

21
21
21
21

3
3
3
3

4
4
4
4

5
5
5
5

6
6
6
6

1
1
1

2
2
2

21
21
21

3
3
3

4
4
4

5
5
5

6
6
6

1
1

2
2

21
21

3
3

4
4

5
5

6
6

1
1

2
2

21
21

3
3

4
4

5
5

6
6

Brand Personality Framework

Competence

Sophistication

Ruggedness

Aramex

DHL

SMSA

FedEx

TNT

UPS

5
5
5
5

6
6
6
6

Q15. Which courier service logo is attractive in terms of artwork, design and color? (logo show card). Please
select only one or more couriers service which you consider related to below statements. Multiple answers.
) :15
. .(
.

Great artwork
Better
and appropriate design

Attractive and meaningful
color

SMSA

Aramex

DHL

1
1

2
2

21
21

21

FedEx

Saudi Post

TNT

UPS

3
3

4
4

5
5

6
6

Q16. If a courier company is of a Saudi origin, does this has a positive impact on the company image and
growth or it does not matter, the courier service company can be of any origin?
:16

It has a positive impact on the company image and growth if a company is of Saudi origin
1
.
It does not matter a courier company can be of any origin
2
Project Brand Health

. -
Q17. What comes in your mind of I say SMSA Express?
:17

SHOW CARD. ASK IF CODED 3 IN Q7 OR Q8

Q18

Which of the following SMSA Express services have you ever used
and used during the past 6 months?

7 3
.8
SMSA :18

Ever used
1
2
3
4
5
6
7
8
9

SMSA First Priority Delivery Service (SFOD & SFOP)

SMSA Freight Services Palletized (SFS Palletized)
SMSA International Documents SIDX
SMSA International Economy Service SIES
SMSA International Inbound Service (SIIS)
SMSA Priority Service (SPOD & SPOP)
SMSA Promotional Boxes
SMSA Retail to Retail Service (RTR)
SMSA Special Services - Mailroom Management Services (MRM)
Other (specify)

Used during past 6 months

1
2
3
4
5
6
7
8
9

:19

Q19

What is the nature of shipment you prefer to be

offered for your company? Document or nondocument shipment?
Prefer document nature of shipment

" "

Prefer Non-document nature of shipment

" "
"" :20

Q20

What is the transit time or duration of shipment you

prefer to be offered for your company? Next Day or
Second Day?
Prefer Next Day transit time or duration

" "

Prefer Second Day transit time or duration

" "

What is the Delivery Time of shipment you prefer to

be offered for your company? Before 9 AM, Before
Noon or Next Day?
Prefer Before 9 AM delivery time with some
additional cost
Prefer Before Noon delivery time

:21

Q21

Prefer Before next day delivery time

.
" "

" "

What is the Delivery Instructions of shipment you

:22
prefer to be offered for your company? Door to Door,
Retail to retail or Hand delivery?
Prefer Door to door delivery instruction
1
" "
Q22

Prefer Retail to retail delivery instruction

Prefer Hand delivery delivery

Q23

What is the Delivery Charge of shipment you prefer

to be offered for your company? First Delivery, Next
Day or Economy?

" "
. " "
:23

Project Brand Health

Prefer First Delivery delivery charge

" "

Prefer Next Day delivery charge

" "

Prefer Economy delivery charge

" "

Q24

:24

SHOW CARD
Overall, out of these options which service aspect is
most important for your company? 2nd most important
and 3rd most important?
1st most
important

2nd most
important

3rd most
important

Shipment nature

Transit time

Delivery time

Delivery instructions

Delivery charge

FIRMOGRAPHICS

Finally we would like to ask a few questions about your company.

F1

SHOW CARD
Can you please tell me the main industry sector that
your organization belongs to? By this I mean, what is
the main activity of your organization?
Energy Oil
Energy - Non Oil
Construction
Manufacturing
Engineering
Security
Healthcare
Transportation
Hospitality
Retail
General Trade
Telecommunications
Other ICT companies

01
02

03

04

05

06

07

08

09
10
11
12
13

Project Brand Health

10

14

Finance

15

NGO
Entertainment
Education / Educational / Literature

16

17

/ /

Others____________
F2

Are you willing to allow us to share your contact details

with the client if required?
......

Yes
1

No
2

CLOSING STATEMENT
Thats the end of the interview. Thank you very much for your
time. Should you have any queries or comments, please do not
hesitate to contact us at Qyas (Quantitative & Qualitative
Measurement Co. Ltd at Phone:+966 1 4782525.

FINISH TIME
(24 HOUR TIME)( 24 )

.
.
)
00966114782525 :(

HOURS

Project Brand Health

MINUTES

11

INTERVIEWER DECLARATION
I certify that this interview has been personally carried out by me with
the correct respondent. I further declare that all the information is
truthful and as told to me by respondent. I understand that any
discrepancies discovered during back-checking of this questionnaire
will result in the cancellation of this interview.

.
.
.
( )

(Signed by interviewer)

QUALITY CONTROL. (Do not ask this question)

ACCOMPANIED
SPOT CHECKED

PHYSICAL BACK-CHECK
TELEPHONE BACK-CHECK

INTERVIEW VALIDITY AS PER QUALITY CHECK

OK AND ACCEPTED
ISSUES NOTICED AND REJECTED

SENT TO FIELD FOR RECTIFICATION

( ) .....

2
4

1
2
3

Thank You

Project Brand Health

12