OMB Memo

THE MARKETING WORKSHOP, INC.
Norcross, GA 30092
#09-10122
Final: 09/1/09
	Anti-Drug Copy Test Questionnaire

September 9^th Quotas:

	Ad Cell
		Ad 1	Ad 2	Control
Males grades 7-8		75	75	75
Females grades 7-8		75	75	75
Males grades 9-10		75	75	75
Females grades 9-10		75	75	75
Caucasian		100	100	100
African-American		100	100	100
Hispanic		100	100	100
Total		300	300	300

Q.A through Q.D to be completed by interviewer before turning PC over to the respondent.

A. Enter grade from Q.A on screener.

7th Grade	1
8th Grade	2
9th Grade	3
10th Grade	4

B. Enter exact age from Q.B on screener. ______________

C. Enter ethnicity from Q.E1/Q.E2 on screener.

Black or African‑American	1
Hispanic/Latino	2
White	3

D. Enter gender from screener/observation.

Male	1
Female	2

(GENERATE UNIQUE RESPONDENT ID)

Interviewer: please turn computer over to the respondent to complete the survey; click next to continue when ready.

Thank you for participating in our research survey. Your opinions are very important to us.

(MALL/MARKET WILL BE PULLED IN FROM LINK)

1. We’d like to get your opinions on some activities and experiences. Using a scale from 0 to 10 where 0 means you Totally Disagree and 10 means you Totally Agree, please tell us how much you agree or disagree with the following statements. You may use any number between 0 and 10. (RANDOMIZE)

Please tell me how much you agree or disagree that:

Totally Disagree				Neither Agree Nor Disagree					Totally Agree
0	1	2	3	4	5	6	7	8	9	10

You like to do scary things.	_____
You like new and exciting experiences, even if you have to break the rules.	_____
You would like to explore strange places.	_____
You prefer friends who are exciting and unpredictable.	_____

INSTRUCTION FOR AD CELLS 1, 2, 3: (CONTROL SKIP TO NEXT INSTRUCTION)

You will see an ad and then be asked some questions about it.

(INSTRUCTION FOR ALL CELLS:)

Your opinions are very important to us, so please be honest. Everything you say here will be kept anonymous; in fact, I’m not even going to ask your name or address. We’re talking to hundreds of people around the country, and no one will know what any one person says in this survey.

(CONTROL CELL SKIP TO Q.5)

(SHOW AD FOR RESPONDENT’S AD CELL)

2. What is the main idea of this ad?

When answering this question, please consider: What is it trying to get across to people who watch it? What does it say or show? What is the message of the ad?

3a. Thinking about the ad you just saw, which statement best describes what you thought of it? Would you say it was a… (SELECT ONE)

Really good ad	5
Pretty good ad	4
Okay ad	3
Pretty poor ad	2
Really poor ad	1

3b. In answering the few next questions, please use any number between 0 and 10. (PLACE EACH ITEM ON A SEPARATE SCREEN) (RANDOMIZE)

How would you describe your overall feeling about the ad if: 0 means UNFAVORABLE and 10 means FAVORABLE?	____
How would you describe your overall feeling about the ad if: 0 means BAD and 10 means GOOD?	____
How would you describe your overall feeling about the ad if: 0 means NEGATIVE and 10 means POSITIVE?	____
How would you describe your overall feeling about the person or people in the ad if: 0 means UNFAVORABLE and 10 means FAVORABLE?	____
How would you describe your overall feeling about the person or people in the ad if: 0 means BAD and 10 means GOOD?	____
How would you describe your overall feeling about the person or people in the ad if: 0 means NEGATIVE and 10 means POSITIVE?	____

Q.4 DELETED

(ASK ALL)

5. Please answer the following questions using any number from 0 to 10, where 0 means you would feel Extremely Bad and 10 means you would feel Extremely Good. You may use any number between 0 and 10. (PLACE EACH ITEM ON A SEPARATE SCREEN) (RANDOMIZE)

Extremely Bad				Neither Good Nor Bad					Extremely Good
0	1	2	3	4	5	6	7	8	9	10

5a	How would you feel about resisting negative influences?	______
5b	How do you think your close friends would feel about your using marijuana?	______

6. Please answer the following questions using any number from 0 to 10, where 0 means you Totally Disagree and 10 means you Totally Agree. You may use any number between 0 and 10.

How much do you agree or disagree with this statement? (PLACE EACH ITEM ON A SEPARATE SCREEN) (RANDOMIZE)

Totally Disagree				Neither Agree Nor Disagree					Totally Agree
0	1	2	3	4	5	6	7	8	9	10

6a	You’re confident you can resist negative influences.	______
6b	You’re willing to resist negative influences.	______

7. About what percent of kids your age do you think have used marijuana at least ONCE in the last few months?

None - 0%	1	60%	7
10%	2	70%	8
20%	3	80%	9
30%	4	90%	10
40%	5	All 100%	11
50%	6

8a. For the next few statements, please answer using any number from 0 to 10, where 0 means you Totally Disagree and 10 means you Totally Agree. You may use any number between 0 and 10.

How much do you agree or disagree with this statement? (RANDOMIZE)

Totally Disagree				Neither Agree Nor Disagree					Totally Agree
0	1	2	3	4	5	6	7	8	9	10

8a1. Teens today are deciding to resist influences to do things like use weed.

(IF NOT CONTROL CELL, ASK:)

8a1o. Why do you say that?________________________________________________

8a2.	Teens today are smart about recognizing negative influences and the need to resist them.	______
8a3.	Teens who choose to be above the influence will be respected by others.	______
8a4.	Deleted	______
8a5.	You would be better off if you stay above the influence.	______
8a6.	Being under the influence can cause some pretty negative things to happen to you.	______

8b. Please answer the following questions using any number from 0 to 10, where 0 means it is Extremely Unlikely and 10 means it is Extremely Likely. You may use any number between 0 and 10.

Extremely Unlikely				Neither Unlikely Nor Likely					Extremely Likely
0	1	2	3	4	5	6	7	8	9	10

8b1	How likely is it that you would have a better time with friends if you used marijuana?	______
8b2	How likely is it that you would be more like the coolest kids if you used marijuana?	______

(CONTROL CELL SKIP TO INSTRUCTION BEFORE Q.13)

8b3. Deleted

(AD CELLS 1-3 ONLY Q.9 to Q.12a/b)

9. For the next few statements, please answer using any number from 0 to 10, where 0 means you TOTALLY DISAGREE and 10 means you TOTALLY AGREE. You may use any number between 0 and 10. (RANDOMIZE)

		Totally Disagree				Neither Agree Nor Disagree					Totally Agree
9a.	If you saw this ad on television, you would find yourself paying attention to it	0	1	2	3	4	5	6	7	8	9	10
9b.	If you saw this ad on television, you would find yourself concentrating on it	0	1	2	3	4	5	6	7	8	9	10
9c.	If you saw this ad on television, you would focus on it	0	1	2	3	4	5	6	7	8	9	10
9d.	If you saw this ad on television, you would think about it	0	1	2	3	4	5	6	7	8	9	10

9e.

If you saw this ad on television, you would make an effort to watch it

0

1

2

3

4

5

6

7

8

9

10

10. In answering the next few questions, please use any number between 0 and 10. (PLACE EACH ITEM ON A SEPARATE SCREEN) (RANDOMIZE)

10a.	How would you rate the claims or arguments presented in the ad if: 0 means WEAK 10 and means STRONG?	_____
10b.	How would you rate the claims or arguments presented in the ad if: 0 means NOT PERSUASIVE and 10 means PERSUASIVE?	_____
10c.	How would you rate the claims or arguments presented in the ad if: 0 means NOT COMPELLING and 10 means COMPELLING?	_____
10d.	How would you rate the claims or arguments presented in the ad if: 0 means NOT BELIEVABLE and 10 means BELIEVABLE?	_____
10e.	How would you rate the claims or arguments presented in the ad if: 0 means NOT CONVINCING and 10 means CONVINCING?	_____
10f.	How would you rate the claims or arguments presented in the ad if: 0 means NOT GOOD ARGUMENTS and 10 means GOOD ARGUMENTS?	_____
10g.	How would you rate the claims or arguments presented in the ad if: 0 means DISHONEST and 10 means HONEST?	_____
10h.	How would you rate the claims or arguments presented in the ad if: 0 means NOT CREDIBLE and 10 means CREDIBLE?	_____
10i.	How would you rate the claims or arguments presented in the ad if: 0 means NOT REALISTIC and 10 means REALISTIC?	_____
10j.	How would you rate the claims or arguments presented in the ad if: 0 means NOT TRUSTWORTHY and 10 means TRUSTWORTHY?	_____

11. Do you feel that this ad is: (YES/NO) (RANDOMIZE)

		Yes	No			Yes	No
11a.	AMUSING?	1	2	11j.	IRRITATING?	1	2
11b.	APPEALING?	1	2	11k.	LIVELY?	1	2
11c.	CLEVER?	1	2	11l.	ORIGINAL?	1	2
11d.	CONFUSING?	1	2	11m.	PHONY?	1	2
11e.	DULL?	1	2	11n.	POINTLESS?	1	2
11f.	EASY TO FORGET?	1	2	11o.	RELEVANT TO YOU?	1	2
11g.	EFFECTIVE?	1	2	11p	TRUE TO LIFE?	1	2
11h.	IMAGINATIVE?	1	2	11q	WELL DONE?	1	2
11i.	INFORMATIVE?	1	2	11r.	WORTH REMEMBERING?	1	2

12a. Is there anything in the ad that you think maybe is not true?

Yes	1		CONTINUE
Not Sure	2		CONTINUE
No	3		SKIP TO INSTRUCTION BEFORE Q.13

12b. Why do you say that?

These next questions are of a personal nature. Your individual answers will not be shared with anyone and will only be looked at in total with the other hundreds of people taking this survey across the country. Just read the question and click your answer with the mouse.

13. (RANDOMIZE)

Extremely Unlikely				Neither Unlikely Nor Likely					Extremely Likely
0	1	2	3	4	5	6	7	8	9	10

13a.	Over the next few months, how likely is it that you will smoke marijuana?	_____
13b.	Over the next few months, if one of your close friends were to offer you marijuana, would you smoke it?	_____
13c.	Deleted	_____
13d.	Over the next few months, how committed are you to being above the influence?	_____

(ASK ALL)

The next few questions relate to drinking alcohol. By alcohol, we mean any type, including beer, wine, liquor, vodka, hard lemonade, mixed drinks, or drinks in small bottles and cans, like Smirnoff Ice.

14. Please answer the following question using any number from 0 to 10, where 0 means you would feel Extremely Bad and 10 means you would feel Extremely Good. You may use any number between 0 and 10.

Extremely Bad				Neither Good Nor Bad					Extremely Good
0	1	2	3	4	5	6	7	8	9	10

How do you think your close friends would feel about you drinking alcohol?

______

15a. For the next couple of statements, please answer using any number from 0 to 10, where 0 means you Totally Disagree and 10 means you Totally Agree. You may use any number between 0 and 10.

How much do you agree or disagree with this statement? (RANDOMIZE)

Totally Disagree				Neither Agree Nor Disagree					Totally Agree
0	1	2	3	4	5	6	7	8	9	10

15a1. Teens today are deciding to resist influences to do things like drinking alcohol.

15a2.There are a lot of cool kids who choose not to drink alcohol.

15b. Please answer the following questions using any number from 0 to 10, where 0 means it is Extremely Unlikely and 10 means it is Extremely Likely. You may use any number between 0 and 10.

Extremely Unlikely				Neither Unlikely Nor Likely					Extremely Likely
0	1	2	3	4	5	6	7	8	9	10

15b1	How likely is it that you would have a better time with friends if you drank alcohol?	______
15b2	How likely is it that you would be more like the coolest kids if you drank alcohol?	______

These next questions are of a personal nature. Your individual answers will not be shared with anyone and will only be looked at in total with the other hundreds of people taking this survey across the country. Just read the question and click your answer with the mouse.

16. (RANDOMIZE)

Extremely Unlikely				Neither Unlikely Nor Likely					Extremely Likely
0	1	2	3	4	5	6	7	8	9	10

16a.	Over the next few months, how likely is it that you will drink alcohol?	_____
16b.	Over the next few months, if one of your close friends were to offer you alcohol, would you drink it?	_____

Q.16C DELETED

16d – 16s. Have you recently seen advertising that mentions _____________? (RANDOMIZE)

		Yes	No			Yes	No
16d.	Gatorade	1	2	16m.	Truth	1	2
16e.	Coca Cola	1	2	16n.	Live Strong	1	2
16f.	Sprite	1	2	16o.	Red	1	2
16g.	Red Bull	1	2	16p.	Clearasil	1	2
16h.	Nike	1	2	16q.	Burger King	1	2
16i.	Old Navy	1	2	16r.	Apple	1	2
16j.	Hollister	1	2	16s	Nintendo	1	2
16k.	Abercrombie & Fitch	1	2
16l.	One	1	2

16dd – 16tt. Please select one rating for each of the brands listed below. (RANDOMIZE)

This is a brand that I feel speaks to someone like me.

		A Lot	A Little	Not At All
16dd.	Gatorade	3	2	1
16ee.	Coca Cola	3	2	1
16ff.	Sprite	3	2	1
16gg.	Red Bull	3	2	1
16hh.	Nike	3	2	1
16ii.	Old Navy	3	2	1
16jj.	Hollister	3	2	1
16kk.	Abercrombie & Fitch	3	2	1
16ll.	One	3	2	1
16mm.	Truth	3	2	1
16nn.	Live Strong	3	2	1
16oo.	Red	3	2	1
16pp.	Clearasil	3	2	1
16qq.	Burger King	3	2	1
16rr.	Apple	3	2	1
16ss	Nintendo	3	2	1
16tt.	Above The Influence	3	2	1

And finally, we have a few general questions about your Internet use.

17. Do you have a computer at home?

(Previously Q.14)

Yes	1
No	2

18. Where do you use a computer to go online? Please click all that apply.

(Previously Q.15)

Home	1
School	2
Friend’s home	3
Library	4
Café or restaurant	5
Other	6

19. How many hours would you say you spend online per week, including for email?

(Previously Q.16)

0	1
1 to 5	2
6 to 10	3
11 +	4

20. Have you ever taken an online marketing research survey?

(Previously Q.17)

Yes	1
No	2

Thank you!