候车亭媒体评估英文版Shelter-Evaluation (eng).ppt

Fieldwork conducted every 3 months Sample: Aged 15 - 60 years All socio economic groups (SEGs) recruited Both age and SEGs are to regional proportions Males and females split 50:50 Coverage: BJ, SH,GZ,CD,WH,NJ 300 respondents per city 1800 respondents in total In Hall Test Study Background: Sample Questionnaire Flow Attribute Rating Aided - Brand Awareness Aided - Ad Awareness Aided Recognition of the Adshel poster color copy 1-2 Cases Study Questionnaire(1) Q.1a Aided(brand list): Which brands in the card are you aware of? Q.1b Have you seen/heard any advertising for (specified brand) recently? Q.2a Visually Prompted: Have you seen this /these advertisement(s) on bus shelters at the sides of roads? Q.2c Which of the statements in the card is suitable to describe your likeness to the ad you have seen? Q.3 18 Attributional Statements: You said you had seen these ads. Then, which of them you feel apply to each one of the statements I‘ll read out to you? Questionnaire(2) Q.5-Q9 for case study Q.5a Can you obtain the following information about its products from this advertisement for (specified brand) ? Q.5b Which of the statements in the card is suitable to describe your impression on the information you got from the ad just? Q.6 (visually prompted to people who didn’t see the ad for (specified brand)) Which of the statements in the card is suitable to describe your likeness to the ad you have seen? Q.7 Which of the statements in the card is suitable to describe your overall impression on the ad for (specified brand)? Questionnaire(3) Q.5-Q9 for case study Q.8 Which of the statements in the card is suitable to describe your opinion about (specified brand) after you saw its ad? Q.9 In the coming 3-month/6-month, which of the statements in the card is suitable to describe your possibility to purchase this product on the ad? Attitudinal Statements used in Q3 (1) Question: You said you had seen these ads. Then, which o