Pretest

DRAFT

OMB No. 3084-NEW
Expires: TBD

Environmental Marketing Study
(Draft Pretest Version)

Display of OMB Control Number
This study is being conducted for a federal agency. A federal agency may not conduct or sponsor, and a person is
not required to respond to, a collection of information, unless it displays a currently valid OMB control number. The
OMB control number for this study is 3084-[Insert Upon Approval].
.

1

DRAFT

FTC ENVIRONMENTAL MARKETING STUDY – DRAFT QUESTIONNAIRE
Duration: 25 minutes
Respondents: 3600
Claim-Product Treatments (Section 650 and Section 700): 48
Responses per Treatment: 150

SECTION 600: SCREENING
SECTION 650: QUALIFIED GENERAL ENVIRONMENTAL CLAIMS
SECTION 700: RENEWABLE ENERGY
SECTION 800: CARBON OFFSETS
SECTION 850: CARBON NEUTRALITY
SECTION 900: ENVIRONMENTAL ISSUES
SECTION 1100: WEBOGRAPHICS
SECTION 300: DEMOGRAPHICS

For Section 650 and Section 700, we have not yet inserted all the necessary programming language and skip
patterns for the claims and products that will be tested. The claims to be tested are:
 New and Improved
 Green
 Green: Made with Renewable Materials
 Green: Made with Renewable Energy
 Green: Made with Recycled Materials
 Eco-Friendly
 Eco-Friendly: Made with Renewable Materials
 Eco-Friendly: Made with Renewable Energy
 Eco-Friendly: Made with Recycled Materials
 Sustainable
 Sustainable: Made with Renewable Materials
 Sustainable: Made with Renewable Energy
 Sustainable: Made with Recycled Materials
 Made with Renewable Materials
 Made with Renewable Energy
 Made with Recycled Materials
Each claim will be tested with three different products:
 Kitchen flooring
 A laundry basket
 Wrapping paper
For the purposes of this draft, we have chosen a few claims and products (e.g., wrapping paper, made with recycled
materials) which are underlined throughout sections 650 and 700.

2

DRAFT

SECTION 600:

SAMPLE PRELOAD AND SCREENING QUESTIONS

[PROGRAMMER NOTE: PLEASE COORDINATE WITH THE SAMPLE PROGRAMMER ABOUT THE
PROCESSING OF ANY PRELOADED VARIABLES INDICATED IN THIS SECTION.]
[STANDARD SAMPLE VARIABLE FOR ALL SURVEYS DO NOT CHANGE CODE LIST]
BASE: ALL RESPONDENTS
Q75
PRELOAD – SAMPLE SUPPLIER (QV7/ICW Field 23)

1

HPOL

BASE: ALL RESPONDENTS
Q5
PRELOAD – INCENTIVE ID (QV8/ICW Field 25)
[NUMERIC 5 DIGIT]
|_|_|_|_|_|

BASE: ALL RESPONDENTS
Q23
HIDDEN QUESTION – DETERMINE CODE FROM Q5
1
2

HPOL
Harris/Decima Panel

BASE: ALL RESPONDENTS
Q148
INITIAL SURVEY MODE
[PROGRAMMER NOTE: CAPTURE INITIAL MODE OF SURVEY]
1
2

WEB
CATI-COW

BASE: ALL RESPONDENTS
Q149
FINAL SURVEY MODE
[PROGRAMMER NOTE: CAPTURE CURRENT/FINAL MODE OF SURVEY]
1
2

WEB
CATI-COW

3

DRAFT

BASE: ONLINE SURVEY AND (RESIDES IN DIFFERENT COUNTRY OR COUNTRY UNKNOWN)
Q258
[IF COUNTRY UNKNOWN (Q159/>990) INSERT The progress bar below indicates
approximately what portion of the survey you have completed.]
[IF COUNTRY UNKNOWN (Q159/>990) INSERT “Thank you for agreeing to take this survey. Our first
few questions will help us determine which questions to ask you.”]]
In which country or region do you currently reside?
[PROGRAMMER: DISPLAY CODES IN ALPHABETICAL ORDER]
[DISPLAY RESPONSES IN TWO COLUMNS GOING DOWN.]
14
15
24
42
60
76
85
89
123
286
168
171
179
190
215
223
224
244
266
267
268
285
996

Australia
Austria
Belgium
Canada
Denmark
France
Germany
Greece
Italy
Ireland (Republic of Ireland)
Netherlands
New Zealand
Norway
Portugal
Spain
Sweden
Switzerland
United States of America
England
Scotland
Wales
Northern Ireland
Other country

BASE: ALL RESPONDENTS
Q260
In which country or region do you currently reside?

BASE: ALL RESPONDENTS
Q264
[HIDDEN QUESTION – FINAL COUNTRY QUESTION FOR SURVEY LOGIC]
[IF U.K. (U.K., Scotland, Wales, England, Northern Ireland, Jersey, Isle of Man, Guernsey Island, Great
Britain (Q260/266, 267, 268, 271, 285, 243, 127, 121, 105)) GET CODE 243. ELSE GET CODE FROM
Q260.]

BASE: ONLINE SURVEY OR PHONE SCREENING ON GENDER
Q268
Are you…?
1
2

Male
Female

BASE: ALL RESPONDENTS
Q280
[HIDDEN QUESTION - FINAL AGE FOR SURVEY LOGIC AND/OR QUOTAS]

4

DRAFT

BASE: ALL RESPONDENTS
Q98
END OF SCREENER DISPOSITION STATUS OF RESPONDENT
[MULTIPLE RESPONSE]
29
41
42
43
44
45
61
62
63
64
65
66
67
68
69
70
999

OVER QUOTA (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
SCREENER REFUSAL #1 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
SCREENER REFUSAL #2 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
SCREENER REFUSAL #3 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
SCREENER REFUSAL #4 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
SCREENER REFUSAL #5 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #1 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #2 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #3 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #4 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #5 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #6 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #7 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #8 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #9 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #10 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
SCREENER COMPLETE (INSERT DEFINITION THAT MATCHES Q99/1 BELOW)

BASE: ALL RESPONDENTS
Q99
SCREENER QUALIFICATION IDENTIFICATION QUESTION (DOES NOT APPEAR ON SCREEN)
1
2
3
4
5
6

SCREENER QUALIFIED RESPONDENTS, QUOTA OPEN
PARTIALLY SCREENER QUALIFIED, QUOTA OPEN
SCREENER QUALIFIED RESPONDENTS, QUOTA CLOSED
PARTIALLY SCREENER QUALIFIED RESPONDENTS, QUOTA CLOSED
OVERALL QUOTA CLOSED
NOT SCREENER QUALIFIED

BASE: ALL RESPONDENTS

Q77

HIPOINTS VALUE (DOES NOT APPEAR ON SCREEN)
[PROGRAMMER NOTE: GET 77/2 FOR QUALIFIED RESPONDENTS. (Q99/1)]
[PROGRAMMER NOTE: GET Q77/1 FOR ALL OTHER RESPONDENTS.]
1
2

30
100

5

DRAFT

SECTION 650: QUALIFIED GENERAL ENVIRONMENTAL CLAIMS

BASE: ALL QUALIFIED RESPONDENTS
Q650
Thank you for taking the time to share your opinions with us. This survey contains questions about
advertising and labeling for different products. You will see information that might appear in an advertisement or
product label. Please answer the questions based on the information provided. There are no right or wrong answers;
we are just interested in what you think.

BASE: ALL QUALIFIED RESPONDENTS
Q652
Suppose you see some wrapping paper advertised or labeled as “Eco-Friendly – Made with Recycled
Materials.” What, if anything, does this statement suggest or imply to you about the wrapping paper?
[TEXT BOX; MANDATORY OPEN-END]

BASE: ALL QUALIFIED RESPONDENTS
Q655
Below are some characteristics that a product might have. Again, suppose you see some wrapping paper
advertised or labeled as “Eco-Friendly – Made with Recycled Materials”. Which, if any, of these characteristics do you
think are suggested or implied by this advertising or label?
Q656

1
Definitely
Not Suggested

2
Probably
Not Suggested

3
Probably
Suggested

4
Definitely
Suggested

8
Not sure

[RANDOMIZE]
The wrapping paper is…
1
2
3
4
5
6
7

recyclable
made from recycled materials
biodegradable
non-toxic
compostable
made with renewable energy
made with renewable materials

BASE: ALL QUALIFIED RESPONDENTS
Q660
Thinking again about wrapping paper advertised or labeled as “Eco-Friendly – Made with Recycled
Materials,” which of the following most accurately describes what this statement suggests or implies to you about any
negative environmental impact that may come from this wrapping paper?
1
2
3
6
8

The statement suggests or implies that there is no negative environmental impact from this
wrapping paper.
The statement suggests or implies that this wrapping paper causes less negative environmental
impact than other wrapping paper, but may still cause some negative impact to the environment.
The statement does not suggest or imply anything about the negative environmental impact from
this wrapping paper or how it may compare to other kinds of wrapping paper.
Other
[SPECIFY]
Not sure

6

DRAFT

BASE: RESPONDENTS WHO THINK CLAIM IMPLIES SOMETHING ABOUT NEGATIVE ENVIRONMENTAL
IMPACT (Q660/1, 2)
Q665
Negative impact to the environment can happen at various stages in a product’s lifecycle – for example,
from production/manufacture, transportation/distribution, usage/consumption, or disposal of the product. When you
indicated that the statement “Eco-Friendly – Made with Recycled Materials” suggests or implies that the wrapping
paper has [IF Q660/1, INSERT “no negative environmental impact”; IF Q660/2, INSERT “less negative impact than
other wrapping paper”], how were you thinking about the negative environmental impact that may result from the
wrapping paper?
1
2
3
6
8

I thought about the negative environmental impact that may occur at EACH of the stages of the
lifecycle.
I thought about the negative environmental impact that may occur at SOME, but not all of the
stages of the lifecycle.
I thought about negative environmental impact in a general sense but did not think about impact at
specific stages of the lifecycle.
Other
[SPECIFY]
Not sure

BASE: RESPONDENTS WHO THOUGHT ABOUT SOME BUT NOT ALL LIFECYCLE STAGES (Q665/2)
Q668
You indicated that you thought about the negative environmental impact that may result from the wrapping
paper at some of the lifecycle stages. Which stages in the product’s lifecycle did you consider when thinking about
the negative environmental impact that may result from this product?
1
2
3
4
6
8

Production/manufacture
Transportation/distribution
Usage/consumption
Disposal
Other
[SPECIFY]
Not sure

BASE: ALL QUALIFIED RESPONDENTS (NOT ASKED WITH CLAIMS THAT ARE ONLY “NEW AND
IMPROVED,” “GREEN,” “ECO-FRIENDLY,” OR “SUSTAINABLE.”
Q670
Thinking once again about some wrapping paper that is advertised or labeled as being “made with recycled
materials,” which of the following most accurately describes what this statement suggests or implies to you about how
much of the materials used in making the wrapping paper were recycled materials?
1
2
3
7
8

The statement suggests or implies that ALL of the materials were recycled.
The statement suggests or implies that MOST of the materials were recycled.
The statement suggests or implies that SOME of the materials were recycled.
The statement does not suggest or imply anything about how much of the materials were recycled.
Not sure

7

DRAFT

SECTION 700: RENEWABLE ENERGY

BASE: ALL QUALIFIED RESPONDENTS
Q710
Suppose an advertisement for a company’s wrapping paper includes the statement “Our manufacturing
plant hosts a wind power facility.” Which of the following, if any, do you think are suggested or implied by this
statement?
Q711

1
Definitely
Not Suggested

2
Probably
Not Suggested

3
Probably
Suggested

4
Definitely
Suggested

8
Not sure

[RANDOMIZE]
1
2
3
4

Wind power is used in making the wrapping paper
A group of wind power producers meets in the company’s conference room
There is a wind power facility on the company’s premises
Some of the company’s other products are made with wind power

**PRE-TEST ONLY**
BASE: ALL RESPONDENTS
Q712
Now thinking specifically about the section of questions you just answered, was anything unclear? Were
there any questions that you had difficulty with? Why? Please be as specific as possible.
[TEXT BOX; MANDATORY OPEN-END]

BASE: ALL QUALIFIED RESPONDENTS
Q715
[HIDDEN QUESTION] Assign respondents randomly to section 800 (carbon offsets) or section 850 (carbon
neutral)
1
2

CARBON OFFSETS
CARBON NEUTRAL

[PROGRAMMER NOTE: IF Q715/1, ASK Q800. IF Q715/2, SKIP TO Q850]

8

DRAFT

SECTION 800: CARBON OFFSETS

BASE: HALF OF ALL QUALIFIED RESPONDENTS (Q715/1)
Q800
What is a carbon offset? How does one work?
[TEXT BOX; MANDATORY OPEN-END]

BASE: HALF OF ALL QUALIFIED RESPONDENTS (Q715/1)
Q805
Thinking a bit more about carbon offsets, which of the following best describes what a “carbon offset” is?
[RANDOMIZE]
1
2
3
4
5
6
7
8

A method for replacing scarce carbon resources
A laundry additive for removing pencil and ink stains from clothing
A way of reducing carbon dioxide and other greenhouse gases
A way of making carbonated soft drinks
A way of eliminating all pollution that results from using a product or service
A way of reducing chemical pollutants in water
None of the above
ANCHOR
Not sure
ANCHOR

BASE: HALF OF ALL QUALIFIED RESPONDENTS (Q715/1)
Q810
Have you ever purchased a carbon offset?
1
2
8

Yes
No
Not sure

BASE: RESPONDENTS WHO HAVE NEVER PURCHASED A CARBON OFFSET OR DON’T KNOW (Q810/2, 8)
Q820
Have you ever noticed advertisements for carbon offsets?
1
2
8

Yes
No
Not sure

BASE: RESPONDENTS WHO HAVE EVER PURCHASED A CARBON OFFSET (Q810/1)
Q825
What were you “offsetting” when you purchased the offset? Please describe why you purchased the carbon
offset and how you compared the benefits and costs of this purchase. If you have purchased offsets more than once,
please tell me about your most recent purchase.
[TEXT BOX; MANDATORY OPEN-END]

9

DRAFT

BASE: RESPONDENTS WHO KNOW THAT A CARBON OFFSET IS A WAY OF REDUCING CARBON DIOXIDE
AND OTHER GREENHOUSE GASES (Q805/3)
Q830
Suppose you are considering buying an airline ticket to travel a long distance. One airline advertises that
“For every flight you take with us, we will buy carbon offsets to offset the greenhouse gas emissions from your flight.”
The airline chooses to purchase offsets that involve capturing and destroying methane, a greenhouse gas that is
commonly released into the atmosphere as a result of certain mining operations. In order to capture the methane,
special equipment must be installed at the mine.
Below are descriptions of two such mine methane capture projects that offer to sell offsets to the airline. Both projects
result in reduced emissions of greenhouse gases. However, the timing of the reductions differs.
For each of these, please indicate whether you agree or disagree with the airline’s statement that the offsets it is
purchasing offset the greenhouse gas emissions from your flight.

Q831

1
Strongly
Disagree

2
Somewhat
Disagree

3
Neither Agree
Nor disagree

4
Somewhat
Agree

5
Strongly
Agree

8
Not sure

[RANDOMIZE]
1

The equipment to capture the methane is already installed and is operating. The methane
represented by the offsets will be captured and destroyed in the next few months.

2

While the capture project has been designed, the equipment to capture the methane is not
presently installed. The mining company is using the money raised from the sale of offsets to pay
the cost of purchasing and installing the necessary equipment. It will be several years before the
methane represented by the offsets will be captured and destroyed, because it will take that long to
raise the necessary funds and install the equipment.

**PRE-TEST ONLY**
BASE: HALF OF ALL QUALIFIED RESPONDENTS (Q715/2)
Q840
Thinking specifically about the last few questions about carbon offsets was anything unclear? Were there
any questions that you had difficulty with? Why? Please be as specific as possible.
[TEXT BOX; MANDATORY OPEN-END]

10

DRAFT

SECTION 850: CARBON NEUTRALITY

BASE: HALF OF ALL QUALIFIED RESPONDENTS (Q715/2)
Q850
What does it mean to say that a product or service is carbon neutral?
[TEXT BOX; MANDATORY OPEN-END]

BASE: HALF OF ALL QUALIFIED RESPONDENTS (Q715/2)
Q855
Thinking a bit more about a product being carbon neutral, which of the following best describes what “carbon
neutral” means?
[RANDOMIZE]
1
2
3
4
5
6
7
8

Carbon resources were not used to produce the product
No pollution was generated in making the product
Clothing that resists pencil and ink stains
Greenhouse gases such as carbon dioxide were offset
Soft drinks that were made without carbonation
Water pollutants were reduced to improve water quality
None of the above
ANCHOR
Not sure
ANCHOR

BASE: HALF OF ALL QUALIFIED RESPONDENTS (Q715/2)
Q860
Have you ever purchased a product or service at least partly because it was advertised or labeled as being
carbon neutral?
1
2
8

Yes
No
Not sure

BASE: RESPONDENTS WHO HAVE NEVER PURCHASED A CARBON NEUTRAL PRODUCT/SERVICE OR
DON’T KNOW (Q860/2, 8)
Q865
Have you ever noticed advertisements for “carbon neutral” products or services?
1
2
8

Yes
No
Not sure

BASE: RESPONDENTS WHO HAVE EVER PURCHASED A CARBON NEUTRAL PRODUCT/SERVICE (Q860/1)
OR HAVE NOTICED ADVERTISEMENTS FOR CARBON NEUTRAL PRODUCTS/SERVICES (Q865/1)
Q870
[IF EVER PURCHASED CARBON NEUTRAL PRODUCT/SERVICE (Q860/1), ASK: “What did you buy that
was advertised or labeled as being carbon neutral? Please describe why you chose to buy this carbon neutral
product and how you compared the benefits and costs of this purchase. If you have purchased more than one item
because it was carbon neutral, please tell me about the most recent such purchase.”]
[IF NOTICED ADVERTISEMENTS FOR CARBON NEUTRAL PRODUCTS/SERVICES (Q865/1), ASK: “If
you remember, what product or service was being advertised as carbon neutral? If you have seen more than one
product or service being advertised as carbon neutral, please tell me about the item you most recently saw as being
carbon neutral.”]
[TEXT BOX; MANDATORY OPEN-END]

11

DRAFT

BASE: RESPONDENTS WHO THINK CARBON NEUTRAL MEANS GREENHOUSE GASES WERE OFFSET
(Q855/4)
Q875
Suppose you see a product labeled or advertised as “carbon neutral.” Which of the following statements
most accurately describes what this suggests or implies to you about the greenhouse gases that were offset?
1
2
7
6
8

The statement suggests or implies that ALL of the greenhouse gases resulting from the product
have been offset.
The statement suggests or implies that SOME, but not necessarily all, of the greenhouse gases
resulting from the product have been offset.
The statement does not suggest anything about how much of the greenhouse gases associated
with this product were offset.
Other
[SPECIFY]
Not sure

BASE: RESPONDENTS WHO THINK CLAIM IMPLIES THAT SOME OR ALL GREENHOUSE GASES WERE
OFFSET (Q875/1, 2)
Q880
Greenhouse gases can be produced in various stages of the product’s lifecycle – for example, in
production/manufacture, transportation/distribution, usage/consumption, or disposal of the product. When you
indicated that the statement “carbon neutral” suggests that [IF Q875/1, INSERT: “ALL”; IF Q875/2, INSERT: “SOME”]
of the greenhouse gases associated with a product were offset, how did you think about the greenhouse gases that
were offset?
1
2
3
6
8

I thought about the greenhouse gases that may occur at EACH of the stages of the lifecycle.
I thought about the greenhouse gases that may occur at SOME, but not all, of the stages of the
lifecycle.
I thought about the greenhouse gases in a general sense, but did not think about greenhouse
gases occurring at specific stages of the lifecycle.
Other
[SPECIFY]
Not sure

BASE: RESPONDENTS WHO THOUGHT ABOUT SOME BUT NOT ALL LIFECYCLE STAGES (Q880/2)
Q885
You indicated that you thought about the greenhouse gases that may occur at some stages of the product’s
lifecycle. Which of the following stages in a product’s lifecycle did you consider when thinking about the greenhouse
gases that might be offset?
1
2
3
4
6
8

Production/manufacture
Transportation/distribution
Usage/consumption
Disposal
Other
[SPECIFY]
Not sure

**PRE-TEST ONLY**
BASE: HALF OF ALL QUALIFIED RESPONDENTS (Q715/2)
Q890
Thinking specifically about the last few questions about carbon neutral products was anything unclear?
Were there any questions that you had difficulty with? Why? Please be as specific as possible.
[TEXT BOX; MANDATORY OPEN-END]

BASE: ALL QUALIFIED RESPONDENTS
Q895
Throughout the course of taking this survey, did you consult any outside reference materials, including
online resources?
1
2

Yes
No

12

DRAFT

SECTION 900: ENVIRONMENTAL ISSUES

BASE: ALL QUALIFIED RESPONDENTS
Q900
How concerned are you personally about the current state of the environment?
1
2
3
4
5

Not at all concerned
Somewhat concerned
Fairly concerned
Very concerned
Extremely concerned

BASE: ALL QUALIFIED RESPONDENTS
Q905
In the past year, have you made financial contributions to, or volunteered at, any organizations whose
objective is improving the environment?
1
2
8

Yes
No
Not sure

BASE: ALL QUALIFIED RESPONDENTS
Q910
In the past six months, have you chosen to purchase one product rather than another because the product
is better for the environment?
1
2
8

Yes
No
Not sure

BASE: RESPONDENTS WHO HAVE CHOSEN BETTER FOR THE ENVIRONMENT PRODUCT IN PAST SIX
MONTHS (Q910/1)
Q915
How many times in the last six months have you purchased a particular product because of its
environmental benefits?
1
2
3
4
8

1
2–5
6 – 10
More than 10
Not sure

BASE: RESPONDENTS WHO HAVE CHOSEN BETTER FOR THE ENVIRONMENT PRODUCT IN PAST SIX
MONTHS (Q910/1)
Q920
Thinking a little more about the times you purchased a product because of its environmental benefits, how
many times did you have to pay more or make a special trip to another store to get it?
1
2
3
4
8

For all of the environmental products I bought
For at least half of the environmental products I bought
For less than half of the environmental products I bought
For none of the environmental products I bought
Not sure

**PRE-TEST ONLY**
BASE: ALL QUALIFIED RESPONDENTS
Q950
Thinking specifically about the last few questions was anything unclear? Were there any questions that you
had difficulty with? Why? Please be as specific as possible.
[TEXT BOX; MANDATORY OPEN-END]

13

DRAFT

SECTION 1100: WEBOGRAPHICS

[PROGRAMMER NOTE: PLEASE DISPLAY Q1100 AND Q1105 ON ONE SCREEN]

BASE: ALL U.S. RESPONDENTS AGE 18+
Q1100 Next we have a few more general questions for you.
On how many separate occasions would you say you watched news programs on TV during the past 30 days?
[RANGE: 0-120]

BASE: ALL U.S. RESPONDENTS AGE 18+
Q1105 On how many different occasions did you do vigorous physical exercise during the past 30 days?
[RANGE: 0-120]

[PROGRAMMER NOTE: PLEASE DISPLAY Q1110 AND Q1120 ON ONE SCREEN]

BASE: ALL U.S. RESPONDENTS AGE 18+
Q1110 Which of these practices, if any, do you consider to be a serious violation of privacy? Please select all that
apply.
[MULTIPLE RESPONSE]
[RANDOMIZE]
1
2
3
4
5

Screening of employees for AIDS
Unsolicited phone calls for the purpose of selling products or services
The use of programs such as “cookies” to track what an individual does on the Internet
Thorough searches at airport checkpoints based on visual profiles
None of these
ANCHOR; E

BASE: ALL U.S. RESPONDENTS AGE 18+
Q1120 Do you own a non-retirement investment account?
1
2

Yes
No

14

DRAFT

SECTION 300:

DEMOGRAPHICS

Note: Q308, Q310, Q59, and Q60 are standard behind-the-scenes questions that tell our programmers which
demographic questions to ask. The actual demo questions themselves (Q318 through Q485) have been appended
on the following pages for your reference, but will be removed from the final formatted version of the questionnaire
that will be sent to our programmers.

BASE: ALL RESPONDENTS
Q308
[HIDDEN QUESTION - MANDATORY QUESTION SELECTION.]
[MULTIPLE RESPONSE]
[PROGRAMMER:
IF ONLINE SURVEY AND HPOL SAMPLE (Q149/1 AND Q154/1) PICK CODES 1-16,18.
IF U.S. AND PHONE SURVEY (Q264/244 AND Q149/2) GET CODES 2, 3, 8, 11, 12, 13, 17. ELSE GET
CODES SELECTED BY PM/RESEARCHER.]
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
97

GEOGRAPHICAL REGION (STATE/PROVINCE/REGION) (Q318)
SPOKEN HH LANGUAGE (Q488-Q490)
ZIP/POSTAL CODE (Q326)
INTERNET CONNECTION (Q336-Q346)
INTERNET USAGE (Q350,Q354)
SEQUENTIAL EMPLOYMENT (Q398-Q410)
SOCIAL CLASS (Q414,Q417,Q421)
EDUCATION (Q434-Q437)
SCHOOL LOCATION (Q440)
PARENTAL EDUCATION (Q444,Q446)
INCOME (Q450-Q466)
HISPANIC ORIGIN (Q474)
ETHNICITY (Q478-Q485)
LANGUAGE FOR WEIGHTING (Q492)
SWEEPSTAKES (Q510-514)
SURVEY EVALUATION (Q516,Q518,Q522)
HOUSEHOLD TELEPHONES (Q358.Q360)
INVITE FREQUENCY (Q519)
NONE
E;

BASE: ALL RESPONDENTS
Q310
[HIDDEN QUESTION – OPTIONAL QUESTION SELECTION.]
[PROGRAMMER NOTE: GET CODE 2.]
[MULTIPLE RESPONSE]
1
2
3
4
5
99

OPTIONAL BATCH 1 – HOUSEHOLD QUESTIONS (Q364, Q368, Q372)
OPTIONAL BATCH 2 – HOUSEHOLD QUESTIONS AND YEAR OF BIRTH OF CHILDREN
(Q364, Q368, Q372, Q376-Q381)
OPTIONAL BATCH 3 – SINGLE EMPLOYMENT [CAN SELECT ONLY IF Q308/6 IS SELECTED]
(Q410)
OPTIONAL BATCH 4 – EMPLOYMENT AND INVESTABLE ASSETS QUESTIONS (Q424,Q428,
Q470)
OPTIONAL BATCH 5 – SEXUAL ORIENTATION QUESTIONS (Q498, Q500, Q504)
NO OPTIONAL QUESTIONS
E;

15

DRAFT

BASE: ALL RESPONDENTS
Q59
STATUS OF RESPONDENT (LABELS ALSO USED IN ICW SAMPLE DISPOSITION REPORTS)
29
41
42
43
44
45
61
62
63
64
65
66
67
68
69
70
999

OVER QUOTA (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
SCREENER REFUSAL #1 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
SCREENER REFUSAL #2 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
SCREENER REFUSAL #3 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
SCREENER REFUSAL #4 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
SCREENER REFUSAL #5 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #1 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #2 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #3 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #4 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #5 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #6 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #7 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #8 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #9 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
NOT QUALIFIED #10 (INSERT DEFINITION AS QXXX/RESPONSE CHOICE)
COMPLETE (INSERT DEFINITION THAT MATCHES Q60/1 BELOW)

BASE: ALL RESPONDENTS
Q60
STATUS OF RESPONDENT (DOES NOT APPEAR ON SCREEN)
1
2
3
4
5
6

QUALIFIED RESPONDENTS, QUOTA OPEN
PARTIALLY QUALIFIED, QUOTA OPEN
QUALIFIED RESPONDENTS, QUOTA CLOSED
PARTIALLY QUALIFIED RESPONDENTS, QUOTA CLOSED
OVERALL QUOTA CLOSED
NOT QUALIFIED

16

DRAFT

BASE: ALL RESPONDENTS
Q318
In what state or territory do you currently reside?
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
122
123
124
125
126
127
128
129
130
131

base:
Q320

Alabama
Alaska
Arizona
Arkansas
California
Colorado
Connecticut
Delaware
District of Columbia
Florida
Georgia
Hawaii
Idaho
Illinois
Indiana
Iowa
Kansas
Kentucky
Louisiana
Maine
Maryland
Massachusetts
Michigan
Minnesota
Mississippi
Missouri
Montana
Nebraska
Nevada
New Hampshire
New Jersey

132
New Mexico
133
New York
134
North Carolina
135
North Dakota
136
Ohio
137
Oklahoma
138
Oregon
139
Pennsylvania
140
Rhode Island
141
South Carolina
142
South Dakota
143
Tennessee
144
Texas
145
Utah
146
Vermont
147
Virginia
148
Washington
149
West Virginia
150
Wisconsin
151
Wyoming
153
American Samoa
154
Guam
155
Northern Mariana Islands
156
Puerto Rico
157
U.S. Virgin Islands
158
Armed Forces - stationed
abroad
159
Employee or government
worker posted abroad
160
Student studying abroad
9996
Other place

ALL U.S. RESPONDENTS
U.S. Region-Harris Interactive Definition (Does not appear on screen)
1
2
3
4
5
9

East [318=107,120,122,130,140,146,121,131,133,139,109,149,108]
Midwest [318=114,115,123,136,150,116,117,124,126,128,135,142]
South [318=101,110,111,118,125,134,141,143,147,104,119,137,144]
West [318=103,106,113,127,129,132,145,151,105,138,148,102,112]
Non-U.S. State [318=153-160]
Unknown [ALL OTHERS]

BASE: ALL RESPONDENTS
Q338
Are you currently connected to the Internet using a wireless connection (such as WiFi) to take this survey?
1
2

Yes
No

17

DRAFT

BASE: ALL RESPONDENTS
Q340
Which of the following are you using to connect to the Internet for this survey?
1
4
5
6
7
96
98

A telephone line (either dial-up, DSL, ADSL, IDSN, or RDSI)
A cable modem
A T1/T3 line
A satellite dish connection
Cellular/Mobile phone connection (PDA, etc.)
Other [Q341: What other type of connection do you have?]
Not at all sure

BASE: ALL RESPONDENTS
Q350
Excluding email, how many hours per week do you typically spend on the Internet or World Wide Web?
[RANGE: 0-168]
|_|_|_|

BASE: ALL RESPONDENTS
Q354
Does anyone else use the email address to which this survey’s invitation was sent?
1
2
8

Yes, someone else uses the same email address as I do.
No, no one else uses my email address.
I am not sure if anyone else uses my email address.

BASE: ALL RESPONDENTS
Q364
What is your marital status?
1
2
3
4
5
6

Never married
Married or Civil union
Divorced
Separated
Widow/Widower
Living with Partner

BASE: ALL RESPONDENTS
Q368
Including yourself, how many people age 18 or older live in your household?
[RANGE: 1-50]
[NON-MANDATORY]
|_|_|

BASE: ALL RESPONDENTS
Q372
How many people under the age of 18 live in your household?
[RANGE: 0-15]
[NON-MANDATORY]
|_|_|

18

DRAFT

BASE: HAVE CHILDREN AND AGE OF CHILDREN TO BE PRESENTED
Q376
Next, for each person under the age of 18, in what year was the person born? If you do not want to provide
the age of a given person, you may leave the answer blank.
Q377
[non-mandatory response.
[DISPLAY CODES FROM CURRENT YEAR-19 TO CURRENT YEAR.]
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003

1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003

2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017

[GRID FLIP]
[KEEP NUMBER OF CHILDREN BASED ON Q372]
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15

Child 1
Child 2
Child 3
Child 4
Child 5
Child 6
Child 7
Child 8
Child 9
Child 10
Child 11
Child 12
Child 13
Child 14
Child 15

19

2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017

DRAFT

BASE: ALL RESPONDENTS
Q396
[hidden question]
[IF ASSIGNED SEQUENTIAL EMPLOYMENT QUESTIONS AND 18 OR OLDER SELECT CODE 1. ELSE
SELECT CODE 2.]
1
2

ASK SEQUENTIAL EMPLOYMENT
DO NOT ASK SEQUENTIAL EMPLOYMENT

BASE: ASK SEQUENTIAL EMPLOYMENT
Q398
Next, we have a few employment and economic questions.
Q399
1
2

Yes
No

1
2
3
4

Are you employed full time for pay with an organization/organization or company?
Are you employed part time for pay with an organization/organization or company?
Are you self-employed full time?
Are you self-employed part time?

BASE: NOT AT ALL EMPLOYED
Q402
Which of the following best describes your current situation?
1
2
3

Looking for work
Not looking for work
Unable to work due to a disability or illness

BASE: ASK SEQUENTIAL EMPLOYMENT
Q404
Do any of following describe you? Please select all that apply.
1
2
3
97

Retired and collecting retirement benefits/pension
A student
A stay-at-home spouse or partner/Housewife/husband
None of these
E

BASE: All respondents
Q406
[HIDDEN QUESTION FOR EMPLOYMENT]
[MULTIPLE RESPONSE]
[PROGRAMMER: IF FULL-TIME EMPLOYED ((Q398/1 AND Q399/1) OR (Q398/3 AND Q399/1)) SELECT
CODE 1. IF PART-TIME EMPLOYED ((Q398/2 AND Q399/1) OR (Q398/4 AND Q399/1)) SELECT CODE
2. IF SELF-EMPLOYED ((Q398/3 AND Q399/1) OR (Q398/4 AND Q399/1)) SELECT CODE 3. IF NOT
EMPLOYED AND LOOKING FOR WORK (Q402/1) SELECT CODE 4. IF NOT EMPLOYED AND NOT
LOOKING FOR WORK (Q402/2) SELECT CODE 5. IF NOT EMPLOYED AND UNABLE TO WORK DUE
TO DISABILITY (Q402/3) SELECT CODE 7. IF RETIRED (Q404/1) SELECT CODE 6. IF STUDENT
(Q404/2) SELECT CODE 8. IF STAY-AT-HOME SPOUSE (Q404/3) SELECT CODE 9.]
1
2
3
4
5
7
6
8
9
99

Employed full time
Employed part time
Self-employed
Not employed, but looking for work
Not employed and not looking for work
Not employed, unable to work due to a disability or illness
Retired
Student
Stay-at-home spouse or partner/Housewife/husband
UNKNOWN

20

DRAFT

BASE: 18 years old or older and (single employment item selected and more than 1 valid code from
Q406)
Q410
Which one of the following best describes your employment status?
[PROGRAMMER NOTE: KEEP ONLY RESPONSES SELECTED AT Q406. IF ONLY ONE RESPONSE
SELECTED AT Q406, FORCE THAT RESPONSE AT Q410 WITHOUT ASKING QUESTION. IF
SEQUENTIAL EMPLOYMENT ITEM NOT SELECTED (Q308/NE 6) PRESENT CODES 1-9.]
01
02
03
04
05
07
06
08
09
99

Employed full time
Employed part time
Self-employed
Not employed, but looking for work
Not employed and not looking for work
Not employed, unable to work due to a disability or illness
Retired
Student
Stay-at-home spouse or partner/Housewife/husband
UNKNOWN
[DO NOT DISPLAY]

BASE: ALL RESPONDENTS
Q434
What is the highest level of education you have completed or the highest degree you have
received?
01
02
03
04
05
06
07
70

Less than high school
Completed some high school
Completed high school
Completed some college
Completed College
Completed some graduate school
Completed graduate school
Associate Degree

BASE: U.S. AND INDICATED GRADUATE DEGREE
Q436
You indicated you completed a graduate degree. Which particular type of graduate degree did you
complete? If you have more than one of the degrees listed below, please indicate the highest degree.
77
78
79
80
81
82

MA, MS, MFA
MBA
Ph.D., Psy.D. or other academic doctorate
J.D.
M.D.
Other graduate or professional degree

21

DRAFT

BASE: ONLINE SURVEY AND OVER 18 YEARS OF AGE AND HOUSEHOLD income is to be
presented and have HOUSEHOLD income codes
Q462
Which of the following income categories best describes your total [INSERT LAST YEAR]
household income before taxes?
01
02
03
04
05
06
07
08
09
10
11
99

Less than $15,000
$15,000 to $24,999
$25,000 to $34,999
$35,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $124,999
$125,000 to $149,999
$150,000 to $199,999
$200,000 to $249,999
$250,000 or more
Decline to answer

BASE: OVER 18 YEARS OF AGE AND HOUSEHOLD income is to be presented
Q466
Compared to all households in your country in the year [INSERT LAST YEAR], would you estimate
that your overall total household income was above or below the national average?
1
2
3
4
5
6
7
9

Very much below average (less than one-third the average income)
Below average (less than one-half the average income)
Somewhat below average
About average for my country
Somewhat above average
Above average (more than double the average income)
Very much above average (more than triple the average income)
Decline to answer

BASE: HISPANIC ORIGIN IS TO BE PRESENTED AND U.S. RESPONDENTS
Q474
Are you of Hispanic or Latino origin?
1
2
9

Yes, of Hispanic origin
No, not of Hispanic origin
Decline to answer

BASE: ETHNICITY IS TO BE ASKED AND HAVE ETHNIC CODES
Q480
Please choose one or more categories to indicate your race. Are you…?
1
2
3
4
5
9

White
Black or African American
Asian
American Indian or Alaska Native
Native Hawaiian or Other Pacific Islander
Decline to Answer
[ANCHOR]

22