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Early Draft Questionar Essay

1538 words - 7 pages

Questionnaire Draft
# Interviewer:
Business Name
“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. _______________________________________
...view middle of the document...

How well are you attracting this target customer?
Very Well Fairly
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?
Average Below
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
[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?
Monthly Weekly Daily Bimonthly Biweekly Graduate
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.
Important Neither Important
nor 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
No charge for
Sales packages and
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 Below
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 Below
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...

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