Form 1 NEA Qualitative Survey

NEA General Population Message Testing Survey

[DEMOGRAPHIC QUESTIONS]

1. What is your date of birth (year and month)?

Select Year [Single Punch Dropdown]

Dropdown Menu:

_1910 1910

…

_2010 2010

[AGE 18+, OTHERWISE TERM]

Select Month [Single Punch Dropdown]

Dropdown:

_1 January

_2 February

_3 March

_4 April

_5 May

_6 June

_7 July

_8 August

_9 September

_10 October

_11 November

_12 December

[AGE 18+, OTHERWISE TERM]

2. What is your gender? [Single Punch]

_1 Male

_2 Female

[NOTE: THE QUESTION BELOW IS NECESSARY FOR ALL OF OUR ONLINE STUDIES]

3. In which country do you live? [Single Punch]

_1 USA

_2 Canada

_3 Australia

_4 United Kingdom

_5 Other

[IF RESPONDENT CHOOSES 1 (USA) CONTINUE; OTHERWISE TERM] ­­­­­­­­­­­­­

US Region Question

[Required for USA participants]

ZIP

4. W

   
   
   

   hat is your 5-digit ZIP code? [NUMERIC FIELD]

Industry Security Screeners

5. In which industries or professions do you, or any member of your immediate household, work? Please select all that apply. [MULTIPUNCH]

_1 Advertising/Public Relations

_2 Automotive

_3 Beauty/Cosmetics

_4 Education

_5 Electronics/Computer/Software

_6 Fashion/Clothing

_7 Financial Services

_8 Food/Beverages

_9 Government/Politics

_10 Grocery/Convenience/Department Stores

_11 Healthcare/Pharmaceuticals

_12 Internet/E-Commerce

_13 Insurance

_14 Management Consulting

_15 Marketing/Market Research

_16 Movie Studio

_17 Movie Theater or Theater Chain

_18 Music

_19 Paper Products

_20 Personal Care/Toiletries

_21 Pets (Grooming, Veterinary, Retail, Training)

_22 Publishing (Newspaper, Magazines, Books)

_23 Radio

_24 Real Estate/Construction

_25 Restaurants

_26 Sales/Sales Promotion

_27 Sports

_28 Telecommunications (phone, cell phone, cable)

_29 Television (Studio/Network/Cable/Satellite)

_30 Toys

_31 Transportation/Shipping

_32 Travel/Tourism

_33 Video Games

_34 Other Entertainment

_35 None of the above [EXCLUSIVE]

Education (US)

6. What is the highest degree or level of school you have completed? [Single punch]

(If currently enrolled, select the previous grade or highest degree received.)

[Category Header] Education through Grade 12

_1 Grade 4 or less

_2 Grade 5 to 8

_3 Grade 9 to 11

_4 Grade 12 (no diploma)

[Category Header] High School Graduate

_5 Regular High School Diploma

_6 GED or alternative credential

[Category Header] College or Some College

_7 Some college credit, but less than 1 year of college credit

_8 1 or more years of college credit, no degree

_9 Associate's degree (for example: AA, AS)

_10 Bachelor's degree (for example: BA, BS)

[Category Header] After Bachelor's Degree

_11 Master's degree (for example: MA, MS, MEng, MEd, MBA)

_12 Professional degree beyond Bachelor's degree (for example: MD, DDS, DVM, LLB, JD)

_13 Doctorate degree (for example: PhD, EdD)

Ethnicity & Race (US)

[USE FOR THE US ONLY ]

[USRETH2 & USRACE3 QUESTIONS SHOULD APPEAR TO RESPONDENTS ON ONE PAGE]

USRETH2

7. Please answer BOTH questions about Hispanic origin and about race. For this survey, Hispanic origins are not Races. [Single Punch per question USRETH2 and USRACE3]

Are you of Hispanic or Latino?

_1 No

_2 Yes

_6 Prefer not to answer

USRACE3

What is your race? Please select one or more choices. [Multi punch]

_1 American Indian or Alaskan Native

_2 Asian

_3 Black or African American

_4 Native Hawaiian or Pacific Islander

_5 White

_6 Other

_7 Prefer not to answer

Household Income

8. Please indicate your annual household income before taxes. [Single Punch]

_1 Less than $5,000

_2 $5,000-$9,999

_3 $10,000-$14,999

_4 $15,000-$19,999

_5 $20,000-$24,999

_6 $25,000-$29,999

_7 $30,000-$34,999

_8 $35,000-$39,999

_9 $40,000-$44,999

_10 $45,000-$49,999

_11 $50,000-$54,999

_12 $55,000-$59,999

_13 $60,000-$64,999

_14 $65,000-$69,999

_15 $70,000-$74,999

_16 $75,000-$79,999

_17 $80,000-$89,999

_18 $90,000-$99,999

_19 $100,000-$124,999

_20 $125,000-$149,999

_21 $150,000-$199,999

_22 $200,000-$249,999

_23 $250,000 or more

_24 Prefer not to answer

Marital Status

9. What is your marital status? [Single punch]

_1 Single, never married

_2 Living with partner

_3 Married

_4 Widowed

_5 Divorced or separated

Employment Status

10. Which of the following best describes your employment status? [Single punch]

_1 Employed - full-time

_2 Employed - part-time

_3 Self-Employed - full-time

_4 Self-Employed - part-time

_5 Retired

_6 Student - full-time

_7 Student - part-time

_8 Military

_9 Full-time parent, homemaker

_10 Not currently employed

_11 Prefer not to answer

Household Composition

11. How many people are living or staying at your current address? (Include yourself and any other adults or children who are currently living or staying at this address for at least two months)

[Drop Down List]

<Select>

_1 1

_2 2

_3 3

_4 4

_5 5

_6 6

_7 7

_8 8

_9 9

_10 10

_11 11

_12 12+

[follow-up to the above]

Please answer the following for each of the people who live with you:

Enter 0 if the child in your household is under 1 year old. [Drop Down]

[Edit AGE so that it is a two digit field (but allow single digit entry); max entry = 99; Error message should read: Please enter a valid age no greater than 99 years.]

[Programming note: If only 1 person lives at current address, second question is skipped. Second question displays up to 11 lines, depending on how many people indicated in first question.]

[Programming note: If only 1 person lives at current address, second question is skipped. Second question displays up to 11 lines, depending on how many people indicated in first question.]

12. Generally speaking, do you consider yourself a liberal, moderate or conservative?

_1 Very liberal

_2 Somewhat liberal

_3 Moderate

_4 Somewhat conservative

_5 Very conservative

[Consumer Influencer = IF RESPONDENTS CHOOSE “DONE” FOR AT LEAST 3 ITEMS IN 13]

13. Which of the following have you done in the last year?

 ROWS [RANDOMIZE ORDER]

Attended a public meeting on town or school affairs

Written or called a politician

Served on a committee of a local organization

Served as an officer of a club or organization

Delivered a speech

Written a letter to an editor or called a live broadcast

Attended a rally, speech, or protest

Written an article for a magazine or newspaper

Been an active member of a group to influence policy or government

Worked for a political party

Held or run for political office

Created or updated your own blog

Written comments on an online bulletin board, website, chat room or blog about an issue

 

COLUMNS/SCALE

_1 Done

_2 Not Done

14. Did you do any of the following in the last 12 months?

[ITEMS]

a. Attend a live musical stage play or a nonmusical stage play

b. Attend a live ballet performance or dance performance other than ballet, such as modern, contemporary, folk, traditional, or tap dance

c. Visit a crafts fair, a visual arts festival, an outdoor festival that featured performing artists, or a film festival

d. Go to a live performance of one of the following types of music:

• Jazz performance

• Latin, Spanish, or salsa music performance

• Classical music performance such as symphony, chamber, or choral music

• Opera

e. Go to an art museum, gallery or exhibit, such as paintings, sculpture, pottery, graphic design, or photography

f. Teach any art classes or lessons

g. Acting, including perform or practice a musical or non-musical stage play

h. Perform or practice any singing, including perform or practice choral music or sing in a glee club or choir

i. Perform or practice Latin, Spanish or salsa music, opera, classical music, or jazz, including playing a musical instrument

j. Create, perform or practice any dance

k. Purchase or acquire any of these pieces of art, such as paintings, drawings, sculpture, prints, or lithographs

l. Create any other visual art, such as paintings, sculpture, or graphic designs

m. Creative writing, such as: fiction, non-fiction, poetry, or plays

[SCALE]

_1 Yes

_2 No

15. For each of those items you did, please indicate how often you did each. [List all items selected as yes in 14. Insert a number between 1 and 500.]

16. Did you do any of the following in the last 12 months?

[ITEMS]

a. Go to a live performance of one of the following types of music:

• Hymns, gospel, or choir music

• Country music

• Rap or hip hop

• Blues, rhythm & blues, or soul music

• Folk music

• Pop or rock music

b. Go out to the movies or go see a film

c. Read books, novels, short stories, poetry, or plays not required for school or work

d. Social dancing, including dancing at weddings, clubs, or other social settings

e. Weaving, crocheting, quilting, needlepoint, knitting, or sewing

f. Leatherwork, metalwork or woodwork

g. Work with pottery, ceramics, or jewelry

h. Work with indoor plants or do any gardening for pleasure

i. Blog

j. Take any photographs as an artistic activity and do any photo editing

k. Create any films or videos as an artistic activity

l. Record, edit, or remix any films, videos, music, or dance performances

[SCALE]

_1 Yes

_2 No

17. For each of those items you did, please indicate how often you did each. [List all items selected as yes in 16. Insert a number.]

[SHOW QUESTIONS 18-20 ON THE SAME SCREEN]

18. Have you donated any money, goods or services to an arts or cultural organization?

_1 Yes

_2 No

19. Are you currently a member of or do you subscribe to an arts or cultural organization?

_1 Yes

_2 No

20. Do you do any volunteer or charity work?

_1 Yes

_2 No

[MAIN QUESTIONNAIRE]

21. How important are the arts in your life?

_1 Very important

_2 Somewhat important

_3 Neutral

_4 Somewhat unimportant

_5 Very unimportant

22. How important are the arts in your community? By community, we mean the city or town in which you live. (Select one)

_1 Very important

_2 Somewhat important

_3 Neither

_4 Very unimportant

_5 Not important at all

23. Looking at the list below, please select all that you believe to be part of the arts. (Select all that apply). [Randomize response choices]

_1 Opera

_2 Museums

_3 Theater (musical and non-musical)

_4 Concerts (symphonic)

_5 Concerts (popular music)

_6 Artistic Movies

_7 Popular/Blockbuster Movies

_8 Painting

_9 Ceramics/Pottery

_10 Photography

_11 Architecture

_12 Novels

_13 Nonfiction books

_14 Poetry

_15 Short stories/Essays

_16 Dance

_17 Cooking

_18 TV Series

_19 Blogging

_20 Sewing/knitting/quilting

_21 Other (Specify :_____________)

_22 None of the above

24. Within the community in which you reside, please rate how easy or difficult it is for you to access the arts? (Select one)

_1 Very difficult

_2 Difficult

_3 Neutral

_4 Easy

_5 Very easy

25. Which of the following prevent you from accessing the arts? (Select all that apply) [Randomize response choices]

_1 Too expensive

_2 Not close by where I live

_3 Not enough information about events in the area

_4 Venues are not open to the public at convenient times

_5 Not enough time to go to events

_6 Not enough time to participate in artistic activities

_7 Difficult to get to

_8 No interest in the arts activities available near me

_9 Other, specify:

26. In your opinion, how important is arts education in your community? Please consider arts education any arts related program in your community schools or within your community at large. (Select one)

_1 Very important

_2 Somewhat important

_3 Neutral

_4 Somewhat unimportant

_5 Very unimportant

27. In your opinion, should your community’s schools place more or less importance on arts education they current do, or is the importance placed on arts education about right?

_1 Much more importance

_2 More importance

_3 The importance is about right

_4 Less importance

_5 Much less importance

28. To what degree do you agree or disagree that opportunities to participate in the arts should be funded by the federal government?

_1 Strongly agree

_2 Agree

_3 Neither agree nor disagree

_4 Disagree

_5 Strongly disagree

29. For each of the following organizations, please indicate how familiar you are with each one, taking into account all the ways you have learned about or had contact with it. Would you say that you know each organization very well, somewhat well, just a little, that you have heard of the organization but know almost nothing about it, or that you have never heard of it?

[COLUMNS]

_1 Very well

_2 Somewhat well

_3 Just a little

_4 Heard of, but know almost nothing

_5 Never heard of it

[ROWS – RANDOMIZE]

National Endowment for the Arts

National Science Foundation

National Endowment for the Humanities

[IF RESPONDENT HAS “NEVER HEARD OF” THE NATIONAL ENDOWMENT FOR THE ARTS, SKIP to 33]

30. For the same set of organizations, taking into account all of the things which you think are important, how favorable or unfavorable is your overall opinion or impression of each organization?

[COLUMNS]

_1 Very favorable

_2 Mainly favorable

_3 Neutral

_4 Mainly unfavorable

_5 Very unfavorable

_6 Not familiar enough to have a position

[ROWS – RANDOMIZE]

National Endowment for the Arts

National Science Foundation

National Endowment for the Humanities

[SKIP Q31 IF RESPODENT CHOOSES “NOT FAMILIAR ENOUGH TO HAVE A POSITION” IN Q30]

31. What are one or two reasons why you have a <INSERT ANSWER FROM 28> opinion? Please be specific.

[OPEN END]

32. Which one of the following statements best reflects your overall opinion and perceptions of each organization below. When would you say something about the organization or speak about them, and how well would you speak of them?

[COLUMNS]

_1 Speak highly without being asked

_2 Speak highly if someone asked me

_3 Neutral opinion seeing both positive and negatives

_4 Critical if someone asked me

_5 Critical without being asked

_6 Don’t know enough to have a strong opinion

[ROWS – RANDOMIZE]

National Endowment for the Arts

National Science Foundation

National Endowment for the Humanities

33. When thinking of the National Endowment for the Arts, how much do you agree or disagree with each of the following items describing the National Endowment for the Arts? The National Endowment for the Arts ….

[ROW ITEMS – RANDOMIZE]

Is an agency I trust

Is a leader in the art community

Is an organization that champions the arts

Positively impacts the lives of all Americans

Positively impacts my community

Uses resources efficiently

Is open and honest in communications

Is a good use of my tax dollars

Improves access to the arts in America

Improves Americans’ quality of life

Celebrates America’s cultural heritage

Fosters creativity in our society

Communicates its mission effectively

Supports diversity

Improves opportunities for arts education

Effectively uses government resources

Is an organization I am proud to support

Represents a core value of the American society

Should continue to receive funding

[SCALE]

_1 Strongly agree

_2 Agree

_3 Neither agree nor disagree

_4 Disagree

_5 Strongly disagree

_6 Don’t know enough to have a strong opinion

[SEPARATE SCREEN] Now we would like you to read a few different messages that the National Endowment for the Arts may use to communicate information about what the agency does within the United States.

[PROGRAMMER INSTRUCTIONS BELOW ARE FOR MESSAGING – PLEASE KEEP THE MESSAGE THAT THE RESPONDENT IS ASKED ABOUT ABOVE QUESTIONS 34 – 37]

CORE MESSAGE 1: 1. The NEA is the federal agency that supports and funds the arts to give all Americans the opportunity to experience creativity and participate in the arts. [FORM A]

CORE MESSAGE 2: 2. The NEA is the only entity, public or private, that supports and funds the arts with equal access in every community across America to inspire and enrich lives. [FORM B]

[PROGRAMMING NOTE: IN 32-35 INSERT CORE MESSAGE 1 OR CORE MESSAGE 2 – KEEP SAME MESSAGE IN EACH QUESTION]

[“The NEA is the federal agency that supports and funds the arts to give all Americans the opportunity to experience creativity and participate in the arts.” OR “The NEA is the only entity, public or private, that supports and funds the arts with equal access in every community across America to inspire and enrich lives.”]

34. On a scale from 1 to 5, please rate the extent do you like or dislike this message.

_1 Strongly dislike

_2 Dislike

_3 Neutral

_4 Like

_5 Like Very much

[“The NEA is the federal agency that supports and funds the arts to give all Americans the opportunity to experience creativity and participate in the arts.” OR “The NEA is the only entity, public or private, that supports and funds the arts with equal access in every community across America to inspire and enrich lives.”]

35. Why do you [INSERT ANSWER FROM Q11] this message?

[OPEN END]

[“The NEA is the federal agency that supports and funds the arts to give all Americans the opportunity to experience creativity and participate in the arts.” OR “The NEA is the only entity, public or private, that supports and funds the arts with equal access in every community across America to inspire and enrich lives.”]

36. To what extent do you agree/disagree with the following statements?

[ROW ITEMS – RANDOMIZE]

This message is engaging

This message presents the National Endowment for the Arts and its work in a positive light

This message is important for America

This message is believable

This message is easy to read and understand

This message relevant to me

This message effectively describes who the National Endowment for the Arts is and what it does

This message encourages me to learn more about the National Endowment for the Arts

This message encourages me to support the arts in my community

This message encourages me to support the National Endowment for the Arts

This message encourages me speak positively about the National Endowment for the Arts

[SCALE]

_1 Strongly agree

_2 Agree

_3 Neither agree nor disagree

_4 Disagree

_5 Strongly disagree

[“The NEA is the federal agency that supports and funds the arts to give all Americans the opportunity to experience creativity and participate in the arts.” OR “The NEA is the only entity, public or private, that supports and funds the arts with equal access in every community across America to inspire and enrich lives.”]

37. After reading this message, how has your opinion of the National Endowment for the Arts changed? Would you say it is more favorable or less favorable or no change?

_1 Much more favorable

_2 Somewhat more favorable

_3 No change

_4 Somewhat less favorable

_5 Much less favorable

Now, we would like you to read additional statements that the National Endowment for the Arts might use to describe the work it does in the United States.

VALUE MESSAGES 1 [50/50 SPLIT – ASK WITH FORM A AND FORM B – TOTAL OF 250 RESPONDENTS SHOULD BE ASKED VALUE MESSAGES 1 WITH EACH CORE MESSAGE]

• The NEA supports arts education, both in and out of the classroom, as a means to develop creative thinking skills and inspire self-expression.

• The NEA fuels the creativity that sparks innovation and imagination in our communities by providing arts funding to thousands of non-profits each year.

• The NEA celebrates and affirms America’s rich artistic and cultural heritage in cities and towns across the U.S.

VALUE MESSAGE ALTERNATES [50/50 SPLIT – ASK WITH FORM A AND FORM B – TOTAL OF 250 RESPONDENTS SHOULD BE ASKED VALUE MESSAGE ALTERNATES WITH EACH CORE MESSAGE]

• The NEA is a major funder of arts education in the U.S. because the arts are essential for building the creative thinking skills that are crucial for today's innovation economy.

• Through its grant making to thousands of non-profits each year, the NEA sparks opportunities for creative activities in communities across America.

• Through its grant making and national initiatives, the NEA honors the highest aspirations and creativity of the American people.

[ASK 38-39, 40-41, or 42-43 FOR EACH OF THE VALUE MESSAGES UNDER EITHER VALUE MESSAGES 1 OR VALUE MESSAGES ALTERNATES. ASK ALL QUESTIONS PER MESSAGE BEFORE MOVING ONTO THE NEXT]

[“The NEA supports arts education, both in and out of the classroom, as a means to develop creative thinking skills and inspire self-expression.” OR “The NEA is a major funder of arts education in the U.S. because the arts are essential for building the creative thinking skills that are crucial for today's innovation economy. ”]

38. On a scale from 1 to 5, please rate the extent to which you like or dislike this message?

_1 Strongly dislike

_2 Dislike

_3 Neutral

_4 Like

_5 Like Very much

[“The NEA supports arts education, both in and out of the classroom, as a means to develop creative thinking skills and inspire self-expression.” OR “The NEA is a major funder of arts education in the U.S. because the arts are essential for building the creative thinking skills that are crucial for today's innovation economy.”]

39. To what extent do you agree/disagree with the following statements?

[ROW ITEMS – RANDOMIZE]

This message is engaging

This message presents the National Endowment for the Arts and its work in a positive light

This message is important for America

This message is believable

This message is easy to read and understand

This message relevant to me

This message effectively describes who the National Endowment for the Arts is and what it does

This message improves my opinion of the National Endowment for the Arts

[SCALE]

_1 Strongly agree

_2 Agree

_3 Neither agree nor disagree

_4 Disagree

_5 Strongly disagree

[“The NEA fuels the creativity that sparks innovation and imagination in our communities by providing arts funding to thousands of non-profits each year.” OR “Through its grant making to thousands of non-profits each year, the NEA sparks opportunities for creative activities in communities across America.”]

40. On a scale from 1 to 5, please rate the extent to which you or dislike like this message?

_1 Strongly dislike

_2 Dislike

_3 Neutral

_4 Like

_5 Like Very much

[“The NEA fuels the creativity that sparks innovation and imagination in our communities by providing arts funding to thousands of non-profits each year.” OR “Through its grant making to thousands of non-profits each year, the NEA sparks opportunities for creative activities in communities across America.”]

41. To what extent do you agree/disagree with the following statements?

[ROW ITEMS – RANDOMIZE]

This message is engaging

This message presents the National Endowment for the Arts and its work in a positive light

This message is important for America

This message is believable

This message is easy to read and understand

This message relevant to me

This message effectively describes who the National Endowment for the Arts is and what it does

This message improves my opinion of the National Endowment for the Arts

[SCALE]

_1 Strongly agree

_2 Agree

_3 Neither agree nor disagree

_4 Disagree

_5 Strongly disagree

[“The NEA celebrates and affirms America’s rich artistic and cultural heritage in cities and towns across the U.S.” OR “Through its grant making and national initiatives, the NEA honors the highest aspirations and creativity of the American people.”]

42. On a scale from 1 to 5, please rate the extent to which you or dislike like this message?

_1 Strongly dislike

_2 Dislike

_3 Neutral

_4 Like

_5 Like Very much

[“The NEA celebrates and affirms America’s cultural heritage and artistic excellence in cities an town throughout the U.S.” OR “Through its awards, grants, and programs, the NEA honors the highest aspirations and creativity of the American people.”]

43. To what extent do you agree/disagree with the following statements?

[ROW ITEMS – RANDOMIZE]

This message is engaging

This message presents the National Endowment for the Arts and its work in a positive light

This message is important for America

This message is believable

This message is easy to read and understand

This message relevant to me

This message effectively describes who the National Endowment for the Arts is and what it does

This message improves my opinion of the National Endowment for the Arts

[SCALE]

_1 Strongly agree

_2 Agree

_3 Neither agree nor disagree

_4 Disagree

_5 Strongly disagree

44. Now, based on all the statements that you have heard – How favorably do you view the National Endowment for the Arts?

_1 Very favorable

_2 Mainly favorable

_3 Neutral

_4 Mainly unfavorable

_5 Very unfavorable

45. After reading the previous messages, would you agree that, as a federal agency, the National Endowment for the Arts is a good use of government resources?

_1 Strongly agree

_2 Agree

_3 Neither agree nor disagree

_4 Disagree

_5 Strongly disagree

Contract #14-18

National Endowment for the Arts – General Population Quantitative Survey – January 2015

33