Part 1: Title page

This page introduced myself to the respondent and assured that their responses would be kept confidential. It also asked that participants in the survey be 21 years of age or older and to drink responsibly.

Part 2: Pre-ad Exposure

The next section, Round 1, asked respondents to name the last brand purchased of beer, wine and rum. The following section, Round 2, they were asked to divide 10 points on a constant sum scale between the three brands based on likelihood to purchase the specific and popular brands of beer, wine and rum. The three brands of beer were Corona, Dos Equis, and Negra Modelo– the three beers that I would be copy testing.

Part 3: Ad Exposure

This section asked the respondents to review each ad for 15-20 seconds before moving onto the next. They were asked not to re-review the ads after they proceeded further through the survey. These ads were found in popular magazines.

Part 4: Post-ad Exposure

In Round 4 the same constant sum scale for beer that appeared in Round 2 of the questionnaire appeared after the respondents viewed the ads. They were told that their answers could be the same as before. Pre-ad exposure constant sum scores were subtracted from the post-ad exposure constant sum scores and translated into the Brand Index Score.

Part 5: Brand Attitudes

The same ten Likert questions were asked about each brand of imported Mexican beer in Round 6. Each question asked the respondant to "Strongly Agree", "Agree", "Neither Agree nor Disagree", "Disagree", or "Strongly Disagree" to each statement. Each answer was able to be measured from 1-5 on the Likert scale. Positive answers were scored higher than the negative answers.

Part 6: Advertisement Attitudes

Round 7 asked the respondent to check a box if they agreede with a short statement about each of the three brands. In round 8 the respondent was asked to select if they greed or disagreed with the statement for each of the three brands. These questions were later translated into the Advertising Index Score.

Part 7: Demographics

The final section before clicking the Submit button involved several questions regarding demographics of the respondent and included a section to leave comments. It was explained that by clicking the Submit button the respondent was agreeing to participate in the survey.

This survey was designed using Macromedia Dreamweaver MX 2004 using a Mac. It was a concious decision to ask questions before and after exposure to the ads to be able to use these constant sum scale scores to calculate the effects of advertising.

After signing a Human Subject form for The University of Texas that stated I would only use the responses gathered for educational purposes only, I crafted a note asking friends, family and aquaintences to access the website and complete the questionnaire to the best of their ability. A copy of the email follows:

Hello friends and family!

I am in a research class this semester. I create a topic, gather data (the survey), then review the data to come up with a conclusion on how consumer behavior is effected by ads. To do this I had to create a survey and get at least 60 people to complete it. I am coming to you for this part.

The survey will ask several questions about brands of imported Mexican beer, and will take less than 10 minutes to complete. I ask that you answer the survey seriously and to the best of your ability.

Thank you in advance for the valuable information that you would be contributing!

Click the link below or copy and paste into your web browser to connect to the survey:

http://tinyurl.com/29pzet

See you soon!
~Amanda

There were some people who were not able to complete the survey due to technical difficulties. Of the respondants who attempted to complete the survey, 60 respondents' surveys were complete. No rewards were offered for completeing the survey.

After the respondent went through the survey the last page they came upon asked them several questions about demographics, then asked them to click the Submit button. It was stated that by clicking on the Submit button they were agreeing to participate in the survey. The respondent's answers were collected in an Access file stored on the Center for Interactive Advertising's website. After the collection of data ended this Access file was then run through SPSS to create a new file which could be manipulated through calculations.