QUESTIONNAIRE

SECTION A –Demographic Profile

1. Name:

2. Age:

< 25 Years 36 - 40 Years

26 - 30 Years > 40 Years

31 - 35 Years

3. Gender:

a. Male b. Female

SECTION B – Attitudes, Reach and Awareness

4. Do you like advertisements?

a. Yes b. No

If Yes, It is

a. Informative Entertaining Creates Awareness

If No, It is

b. Irritating b. Annoying c. Waste of time

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 5. How much time do you spend on?

< 1hr 1 - 2hrs 2 - 4hrs 4 - 6hrs > 6hrs

TV, Movies

Newspaper, Magazines

Radio

Internet

6. Do you watch the TV/ or listen to Radio commercials during commercial

break?

If Yes, It is

a. Informative Entertaining Creates Awareness

If No, It is

b. Irritating b. Annoying c. Waste of time

7. I change the channel during commercial breaks…

Never Sometimes depends on ad often

Every time

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 SECTION C: AD RECALL
8. Which is the last Newspaper/Magazine ad you remember? Which brand was

it?

__________________________________________________________

9. Which is the last TV commercial you remember? Which brand was it?

_____________________________________________________________

10.Name any three TV commercials you remember lately

1. _______________________________

2. ._______________________________

3. . _______________________________

11.Do you see/check online ads/mails when you surf the internet?

Never sometimes depends on ad

often every time

12.Which is the last online ad you remember? Which brand was it?

__________________________________________________________

13. Name any three online ads you remember lately

1._______________________________

2._______________________________

3._______________________________

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 SECTION D: INFLUENCERS, PREFERENCE AND PURCHASE
DECISION

14.You use the internet for? (Rank them in order of your preference)

Purpose Rank

Chatting and Social Networking

Email

Information

Entertainment

E -Commerce

Downloading

15.What mode of advertising influences you to buy any product?

Magazines and newspaper

Friends and relatives

TV Commercial

Online advertisements

Social Media – Blogs, forums, Social Networking sites

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 16.Which mode of advertising would you prefer? (Rank in order of preference)

Purpose Rank

TV Commercials

Print Ads: Newspaper, Magazines

Baners, Posters

Online Ads: Banners, Emails,

17.What is the relationship between internet advertising and purchase decision?

Please tick where appropriate: 5-To a very great extent, 4-To a great extent,

3-To a moderate extent, 2-To a little extent, and 1-To no extent.

Statements on Internet advertising and 1 2 3 4 5

purchase decision
Internet advertising influences customers’
purchase decision
duration of page viewing is a strong
determinant of the ability to recall banner
ads
Animation content, the shape of the banner
ad, and frequency of the ad (repetition)
leads to higher advertising recall
Companies should aim to strengthen
customer interactions with advertisements
on the Web
Most companies provide a generic
experience to all customers rather than
relying on customer analysis to deliver a
personalized experience.

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When customers weigh benefits, they
become emotionally involved with
advertising and promotion.
Repeated advertising messages affect
consumer behavior. This repetition serves as
a reminder to the Consumer.

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References:

1. Baltas, G., (2003), Determinants of Internet advertising effectiveness: An empirical

study. International Journal of Market Research, 45: 505-513.
2. Danaher, P.J. and Mullarkey, G.W., (2003), Factors affecting online advertising recall: A
study of students. Journal of Advertising Research, 43: 252-267.
3. Goldsmith, R.E. and Lafferty, B.A., (2002), Consumer response to Web site and their
influence on advertising effectiveness. Journal of Internet Research: Electronic
Networking Applications and Policy, 12: 318-328.
4. Gong, W. and Maddox, L.M., (2003), Measuring web advertising effectiveness, Journal
of Advertising Research, 43: 34-49.

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