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= =20 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= =20 material I use, or any document I write.=20 =09The following questionnaire will only take 5 minutes to answer,= =20 and will provide me with valuable information about consumers and= =20 automobile purchasing. It will also help me determine factors which= =20 influence such behavior. Please reply ASAP or before February 24,= =20 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. ______________ = =20 =20 3.=09What three magazines do you spend the most time reading? =091. ______________ = =20 =092. ______________ = =20 =093. ______________ = =20 4.=09What newspapers do you spend the most time reading? =091. ______________ = =20 =092. ______________ = =20 3=09. ______________ = =20 5. =09What types of music do you spend the most time listening to? =091. ______________ = =20 =092. ______________ = =20 =093. ______________ = =20 =20 6.=09What three hobbies/sports do you enjoy the most? =091. ______________ = =20 =092. ______________ = =20 =093. ______________ = =20 =20 7. =09According to your personal opinion, please rank the importance= =20 of the following automobile features when thinking of buying a new= =20 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= =20 being an =D2extremely negative opinion=D3 and 5 being an =D2extremel= y=20 positive opinion.=D3 =20 (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:_______________ = =20 =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= =20 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= =20 Neon: _____________________________________________________________ _____________________________________________________________ ____________________________________________________________ = = = =20 =2E 16. =09In your opinion, what are the worst aspects of the Neon: _____________________________________________________________ _____________________________________________________________ ____________________________________________________________ = = = =20 =09 = = =20 =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= =20 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_________________________________________________ = =20 =09 Thank you for your cooperation! If I can help you in anything let me= =20 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 =20 =09=09=09=09=09=09=09=09=09=09=09 =09_________________________________=09=09=09 =09_______________________________ = =20