Questionnaire Draft
# Interviewer:
Business Name
Phone
“Hello, may I speak to the owner or manager who is in charge of advertising?
“My name is ________________________. I’m a member of the marketing research team from Sample University. Today I am doing a survey about what businesses think of advertising media. This survey will take about 10 minutes. Would you be willing to answer some questions about advertising and your business?
[Contact agrees; proceed to screen]
Great!. Here’s the first question:
Are you currently advertising? r Yes (skip to survey II) 1 r No (proceed to survey I) 2
Survey 1
1. Please state your type of business. _______________________________________
______
2. Please estimate the number of employees in your business. __________ ______
We are only talking today with businesses who are currently advertising. Thank you for you cooperation and time. Your willingness to participate is greatly appreciated.
Survey II
1. In what advertising mediums are you presently advertising? [Unaided, check responses given]
2. Considering the advertising mediums you presently are using, what percentage of your advertising budget is devoted to each?
Q1 Q2 r Television r Newspaper r Radio r Outdoor r Directory r Web r Other
3. How would you describe your target customer?
a. What age group do they comprise?
0-12 13 -19 20 - 29 30 - 39 40- 49 50- 59 60 or older r r r r r r r
b. What income level?
< $15,000 $13-19999 $20-24999 $25-29999 $30-34999 $35-40,000 >40,000 r r r r r r r
c. Highest level of education?
Grade 8 or less Some high school Graduated
High
school
Some
college
Graduated
college
Post
graduate work Graduate
Degree
r r r r r r r
d. Marital status?
Single/Never
Married
Currently
Married
Separated, Divorced or
Widowed
$25-29999 r r r
e. Household size?
1 2 3 4 5 6 7 or more r r r r r r r
4. How well are you attracting this target customer?
Extremely
Well
Very Well Fairly
Well
Not well at all r r r r
5. You indicated that you [use/don’t use] radio advertising. How knowledgeable are you regarding radio as an advertising medium?
Above
Average
Average Below
Average
r r r
6. If you were to receive additional information on radio advertising, how would you prefer this information be presented? Please choose your two most preferred choices. r General radio advertising fact sheet -1 r Through the mail? -1 r In person by sales force? -2 r Information Seminar -1 r …for you and other members of your firm? -1 r …for your firm and other similar firms together? -2 r Audio or digital presentation -1 r Through the mail? -1 r In person by sales force? -2 r General advertising announcements -1 r …in newspapers? -1 r … on the radio? -2
7. If not by you, what position within your organization would put in this information to use.? [If they don’t advertise on radio (Q3), proceed to Survey IV]
[If the DO advertise on radio (Q3), proceed to Survey III]
Survey III
8. How often do you advertise on radio?
Peak
season
Monthly Weekly Daily Bimonthly Biweekly Graduate
Degree
r r r r r r r
9. How do you rate the following factors considering their influence on your purchase of radio advertising. Use the scale: highly important, important, neither important nor unimportant, and unimportant.
Highly
Important
Important Neither Important nor Unimportant
Unimportant
The price per spot r r r r
The desired target customer reached r r r r
Your past experience with radio r r r r
Any additional benefits provided by the station
Creative ideas coming from the sales person
10. What kind of additional benefits do you look for when advertising on radio?
[Do Not List]
Quantity Discounts Remote at your location No charge for production Sales packages and promotions r r r r r Other:
[Use the grid below to answer Q 11, 12, 13] [DON’T READ LIST]
11. In the past year, what radio stations have you advertised on?
12. Considering the radio stations on which you have advertised in the past year, please rank them in order of preference with one being your most preferred station.
13. On which of these stations do your primary competitors advertise?
Q11 Q12 Q13
KFAM r r
WAZU r r
WKLM r r
WTUE r r
WUFM r r
14. Using the following scale: Excellent, Above Average, Average, Below Average, and
Poor…please evaluate the stations on which you advertised in the past year using each of the following factors:
Station: KFAM
Exc Above
Avg
Avg Below
Avg
Poor
Sales Force Tactics r r r r r
Public Reputation r r r r r
Program Quality r r r r r
Advertising Creativity r r r r r
Characteristics of Audience Reached r r r r r
Station: WAZU
Exc Above
Avg
Avg Below
Avg
Poor
Sales Force Tactics r r r r r
Public Reputation r r r r r
Program Quality r r r r r
Advertising Creativity r r r r r
Characteristics of Audience Reached r r r r r
Station: WKLM
Exc Above
Avg
Avg Below
Avg
Poor
Sales Force Tactics r r r r r
Public Reputation r r r r r
Program Quality r r r r r
Advertising Creativity r r r r r
Characteristics of Audience Reached r r r r r
Station: WTUE
Exc Above
Avg
Avg Below
Avg
Poor
Sales Force Tactics r r r r r
Public Reputation r r r r r
Program Quality r r r r r
Advertising Creativity r r r r r
Characteristics of Audience Reached r r r r r
Station: WUFM
Exc Above
Avg
Avg Below
Avg
Poor
Sales Force Tactics r r r r r
Public Reputation r r r r r
Program Quality r r r r r
Advertising Creativity r r r r r
Characteristics of Audience Reached r r r r r
15. How did you first come in contact with the radio stations on which you advertised? r Radio sales force r Radio advertising for the radio station r Television advertising for the radio station r Listening to the radio for personal enjoyment r Family member listening to radio station r Word of Mouth r From whom:
16. If you were anticipating an increase in your advertising budget, to what media would you direct these additional funds? r Television r Newspaper r Radio r Outdoor r Directory r Web r Other:
17. To what stations would you direct these funds? r KFAM r WAZU r WKLM r WTUE r WUFM r Other: r Other: r Other:
18. When comparing radio with other media of advertising, what factors do you consider as disadvantages of radio? r Price r Public reputation r Program quality r Advertising creativity r Characteristics of audience reached r Inflexibility of format r Speed of getting message to customer group
“Now I’d like to ask you a few questions about your business
19. How would you classify your type of business?
____________________________________________________________

______
20. Please estimate your number of employees in your business who primarily work with advertising. __________
21. Please estimate the size of your advertising budget last year.
< $1000 $1000-
15000
$15001-
30000
$30001-
50000
$50001-
80000
$80001-
100000
>100000 r r r r r r r
“Thank you for your cooperation and time. Your efforts are greatly appreciated.”
Survey IV …[If they didn’t advertise on RADIO in the last 12 months]
8. Which of the following statements best describes why you don’t advertise on radio?
-1 r “Our type of business doesn’t advertise on radio.”
-2 r “Not enough people listen to radio.”
-3 r “Radio isn’t as effective as other advertising media.”
-4 r “Radio is too expensive for my business.”
9. If you were anticipating an increase in your advertising budget, to what medium would you direct your funds? r Television r Newspaper r Radio r Outdoor r Directory r Web r Other:
10. In the last 12 months, which of the following radio stations have approached you to advertise your business? r KFAM r WAZU r WKLM r WTUE r WUFM
11. I’m going to read you a list of factors that might influence your purchase of radio advertising. As I read each factor, please tell me how you would rank the stations with which you have had contact in the last 12 months. Use “1” as you most favorable rank, “2” as you next most favorable rank, and so on.
[READ LIST from Q]
For [FACTOR], how would you rank [STATION]? [STATION]? Etc.
[ROTATE ORDER] KFAM WAZU WKLM WTUE WUFM
Sales Force approach ____ ____ ____ ____ ____
Public Reputation ____ ____ ____ ____ ____
Programming Quality ____ ____ ____ ____ ____
Advertising Creativity ____ ____ ____ ____ ____
Degree to which their audience reaches by customers
____ ____ ____ ____ ____
Cost of advertising ____ ____ ____ ____ ____
Additional benefits ____ ____ ____ ____ ____
12. When comparing radio with other forms of advertising, what factors do you consider as disadvantages of radio? [DO NOT READ LIST] r Price of a campaign r Public reputation r Program quality on radio r Advertising creativity on radio r Image of target audience reached