Feb. 17, 1995
Automobile Buying Survey
Introduction:=09I=D5m an Advertising student at Texas Tech=20
University in Lubbock, Texas. I=D5m doing an advertising campaign=
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project, and I need information from students at other universities. =
I=20
assure you that your user-Id will not be used for any reason in any=
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material I use, or any document I write.=20
=09The following questionnaire will only take 5 minutes to answer,=
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and will provide me with valuable information about consumers and=
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automobile purchasing. It will also help me determine factors which=
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influence such behavior. Please reply ASAP or before February 24,=
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and answer each question as honestly as you can. Thank you.
1. =09When thinking of buying a new car, how important to you is=20
the advertising in the following media? Please write a number=20
=66rom 1 to 5 that best corresponds to your opinion of each item, wit=
h1=20
meaning =D2not important at all=D3 and 5 meaning =D2extremely importa=
nt=D3.=20
(1=3D Not important at all.........3=3D important........5=3D Extreme=
ly=20
Important)
=09=09=09=09=09=09=09 =20
=09a. Network Television (ABC,CBS, etc.)_______=09 =20
=09b. Cable TV (such as Lifetime,ESPN etc.)_______
=09c. Radio______
=09d. Newspapers_____
=09e. Magazines______
=09f. Direct Mail______
=09g. In-Theater Ads_____
=09h. Dealer Advertising______
2. =09What are your favorite types of TV shows (i.e., sitcoms,=20
documentaries, music videos etc.)?
=091. ______________ =
=09
=092. ______________ =
=09
=09. ______________ =
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3.=09What three magazines do you spend the most time reading?
=091. ______________ =
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=092. ______________ =
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=093. ______________ =
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4.=09What newspapers do you spend the most time reading?
=091. ______________ =
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=092. ______________ =
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3=09. ______________ =
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5. =09What types of music do you spend the most time listening to?
=091. ______________ =
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=092. ______________ =
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=093. ______________ =
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6.=09What three hobbies/sports do you enjoy the most?
=091. ______________ =
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=092. ______________ =
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=093. ______________ =
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7. =09According to your personal opinion, please rank the importance=
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of the following automobile features when thinking of buying a new=
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car, with 1 meaning =D2not important at all=D3 and 5 meaning =D2extre=
mely=20
important.=D3
(1=3D Not important at all.........3=3D Important........5=3D Extreme=
ly=20
Important)
=09
=09a. Durability/reliability_________=09
=09b. Well - Made Vehicle________
=09c. Fuel Economy=09________
=09d. Price or Deal Offered_______
=09e. Value for the Money_______=09
=09f. Ease of Handling_______=09
=09g. Manufacturer's Reputation______=09
=09h. Riding Comfort_______=09
=09i. Warranty Coverage______=09
=09j. Safety Features_______=09
=09k. Speed/Passing Power_______
=09l. Made in America_______=09
8. =09When thinking of buying a new car, from whom do you refer=20
when looking for advice? (Place an X besides as many as apply.)
=09a. Parents_______
=09b. Friends_______
=09c. Advertising_______
=09d. Salespeople______
=09e. Other:________Please specify:_________ =20
9. =09Please rate your opinions of the following car models, with 1=
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being an =D2extremely negative opinion=D3 and 5 being an =D2extremel=
y=20
positive opinion.=D3
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(1=3D Extremely Negative.........3=3D Neutral........5=3D Extremely P=
ositive)
=09a. Honda Civic________
=09b. Toyota Corolla_______
=09c. Saturn_______
=09d. Geo Prizm_______
=09e. Nissan Sentra_______
=09f. Ford Escort_______
=09g. Chevrolet Cavalier______
=09h. Dodge Neon________
10. =09Do you own a car? (Place an X in the correct answer).
=091. Yes_________=09If yes, please specify make and =09=09=09
=09=09=09=09model:_______________ =
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=092. No_________
11. =09Do you own a Dodge or Plymouth Neon?
=091. Yes________=09(If yes, please go to question 12.)
=092. No________=09(If no, please go to question 17.)
12. =09How did you first get introduced to the Neon? (Place an X=20
besides as many as apply.)
=09a. TV Advertising_________
=09b. Radio Advertising________
=09c. Cable Advertising_______
=09d. Magazine Advertising______
=09e. Other:_________Please specify:__________ .
13. =09Did Neon=D5s advertising interest you into looking at the car?
=091.Yes______
=092. No_______
=093. Somewhat________
14. =09Overall, how satisfied are you with your Neon(1=3D Not at all=
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satisfied...3=3D Somewhat satisfied...5=3D Completely satisfied)?
=09Answer(1 to 5): ___________
15. =09In your opinion what are the most important aspects of the=
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Neon:
_____________________________________________________________
_____________________________________________________________
____________________________________________________________ =
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=
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=2E
16. =09In your opinion, what are the worst aspects of the Neon:
_____________________________________________________________
_____________________________________________________________
____________________________________________________________ =
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=09 =
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=2E17. =09How favorable is the current Neon advertising campaign(1=
=3D=20
Extremely unfavorable......5=3D Extremely Favorable)?
=09Answer(1 to 5):_________=09
The next few questions are for classification purposes. All responses=
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are anonymous and confidential.
18. =09What is your ethnical background(Place an X):
=091. Anglo/White_______
=092. Black/African-American_______
=093. Hispanic/Mexican-American_____
=094. Asian-American______
=095. Other_______
19. =09What is your age?________ =20
20. =09If you are a student, your university classification is:
=091. Freshman_______
=092. Sophomore_______
=093. Junior_______
=094. Senior______
=095. Graduate student_____
=096. Other_______
21. =09Your marital status is:
=091. Married__________=09 2. Single________
22. =09How many children do you have?________ .
23. =09Your annual income is:
=091. $5,000 or less_________
=092. $5,000 - 10,000________
=093. $10,000 - 20,000________
=094. $20,000 or more________
24. =09Your gender is:
=091. Male___________=09=092. Female_______
25. If you are a student, to what University do you attend? =20
=09_________________________________________________ =
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=09
Thank you for your cooperation! If I can help you in anything let me=
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know; and Please send the questionnaire to: =20
=09 Name: Lida Cruz
=09=09 Address:=09 [log in to unmask]
=09=09 Subject:=09 Questionn.Lida
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=09=09=09=09=09=09=09=09=09=09=09
=09_________________________________=09=09=09
=09_______________________________ =
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