Liquor-Branded Advertising: Questionnaire

July 2002 Press Conference

Global Strategy Group
1825 Connecticut Avenue, NW, Suite 5W
Washington, DC 20009
202.265.4676 voice
202.265.4619 fax

 

Teen Television Viewing After 9 PM

 

Hello.  My name is XXX and I am calling from Global Strategies, a national market research firm.  We are conducting a study for a non-profit organization interested in teenagers' television viewing habits.  We would like to speak with a young person between the ages of 12 and 18.  The study will only take a few minutes and we will not ask for the person's name.

 

ONCE RESPONDENT ON PHONE

 

1.  What is your age? ONE RESPONSE

 

Thank you for cooperating.

 

We will begin by asking you a few questions about the activities you do after school.

 

I am first going to ask you some questions about school nights. By school nights I mean Sunday through Thursday.  We call Sunday night through Thursday night school nights because the next day is a day you have to get up in the morning and go to school.

 

2.  Thinking of school nights, which of the following rules about watching TV are you supposed to follow? READ AND ROTATE LIST - MULTIPLE RESPONSES

1.  Not supposed to watch TV after a certain time – ASK 3 AND 4

2.  Not supposed to watch certain TV shows at all

3.  Not supposed to watch certain TV shows without a parent or adult

4.  Not supposed to watch TV by myself

5.  There are no rules about watching TV

3.  IF CHOICE 1 IN QUESTION 2: What time do you have to stop watching TV on school nights? OPEN END

 

4.  IF CHOICE 1 IN QUESTION 2: How often do you watch TV after the time you are supposed to stop watching it? Would you say all the time, often, sometimes, rarely or never? ONE RESPONSE

1.  All the time

2.  Often

3.  Sometimes

4.  Rarely

5.  Never

9.  Don't know - VOLUNTEERED

 

5.  Do you have a TV in your bedroom? ONE RESPONSE

1.  Yes – GO TO 6

2.  No – GO TO 7

9.  Don't know – VOLUNTEERED – GO TO 7

 

6.  IF YES IN QUESTION 5: How often do you watch TV in your bedroom after the time you are supposed to stop watching it?  Would you say all the time, often, sometimes, rarely or never? ONE RESPONSE

1.  All the time

2.  Often

3.  Sometimes

4.  Rarely

5.  Never

9.  Don't know - VOLUNTEERED

 

7.  Do you ever watch television after 9:00 p.m. on school nights? ONE RESPONSE

1.  Yes- CONTINUE
2.  No – GO TO 26
9.  Don't know –
VOLUNTEERED – GO TO 26

 

QUESTIONS 8-25 ONLY FOR THOSE WHO SAID YES IN QUESTION 7

 

8.  Which of the following is correct about how you watch TV after 9:00 p.m. on school nights? READ LIST - ONE RESPONSE

1.  I watch shows on both cable and broadcast TV.  Broadcast TV includes ABC, CBS, NBC, FOX and UPN.
2.  I watch only shows on cable
3.  I watch only shows on broadcast TV
9.  Don't know - VOLUNTEERED

 

9.  Who do you usually watch TV with after 9:00 p.m. on school nights? OPEN END

 

10.  How often do you watch TV after 9:00 p.m. on school nights unsupervised, that is, without an adult being present: all of the time, most of the time, some of the time, not very often or never? ONE RESPONSE

1.  All of the time

2.  Most of the time

3.  Some of the time

4.  Not very often

5.  Never

9.  Don't know - VOLUNTEERED

 

11.  Thinking of only the last 5 school nights, how many of those 5 nights did you watch a half-hour or more of television after 9:00 p.m.? ONE RESPONSE

1.  1

2.  2

3.  3

4.  4

5.  5

6.  Other – DO NOT SPECIFY

9.  Don't know - VOLUNTEERED

 

12.  From Sunday to Thursday in a typical week, how many nights do you watch shows on television after 9:00 p.m.?  Would you say one, two, three, four or five? ONE RESPONSE – IF RANGE GIVEN, USE LOWER NUMBER; IF EVERY NIGHT GIVEN, USE 5

1.  1

2.  2

3.  3

4.  4

5.  5

6.  Other – DO NOT SPECIFY

9.  Don't know - VOLUNTEERED

 

13.  On an average or typical school night from Sunday to Thursday, how long do you watch television after 9:00 p.m.? OPEN END

 

14.  From Sunday to Thursday, which is your one favorite night to watch shows on television after 9:00 p.m.? ONE RESPONSE

1.  Sunday
2.  Monday
3.  Tuesday
4.  Wednesday
5.  Thursday
6.  No night is my favorite
9.  Don't know - VOLUNTEERED

 

15.  In the last month, which cable stations have you watched after 9:00 p.m. from Sunday to Thursday? OPEN END

 

16.  Which one cable station that you have watched after 9:00 p.m. from Sunday to Thursday is your favorite? OPEN END

 

17.  Which shows that appear after 9:00 p.m. from Sunday to Thursday on any network or cable station are your favorites? OPEN END

 

18.  Now thinking of your one or two favorite shows that are aired after 9:00 p.m. on Sunday through Thursday, what is it about them that you like the most? OPEN END

 

19.  Now thinking of your one or two favorite shows that are aired after 9:00 p.m. on Sunday through Thursday, which age group do you think they are designed for?  Would you say READ AND ROTATE LIST? ONE RESPONSE

1.  Adults over 21 only
2.  Adults over 21 and kids
3.  Only kids
4.  Don't know - VOLUNTEERED

 

20.  When you're watching TV after 9:00 p.m. on school nights, how much attention do you pay to the commercials or advertising?  Would you say . . . READ LIST - ONE RESPONSE

1.  A great deal
2.  Some
3.  Not much
4.  Hardly any at all
5.  Never
9.  Don't know – VOLUNTEERED

 

21.  Can you please tell me what kinds of products are advertised on commercials that appear on shows after 9:00 p.m. on school nights? OPEN END

 

22.  How about the names of companies or brands that advertise products on commercials that appear on shows on school nights after 9:00 p.m.?  Can you name any of them? OPEN-END

 

23.  What types of ads or commercials that appear on shows after 9:00 p.m. on school nights do you like the best?  You can mention specific companies or specific products. OPEN-END

 

24.  Have you ever seen an advertisement for alcohol products, including beer, wine or liquor, on television after 9:00 p.m. on school nights? ONE RESPONSE

1.  Yes - CONTINUE
2.  No – GO TO 26
9.  Don't know –
VOLUNTEERED - GO TO 26

 

25.  Which alcohol product or company was the advertisement for? OPEN END

 

I am now going to ask you a question about a separate topic.

 

26.  I am going to read a list of alcohol beverage products.  For each, please tell me if you have seen any advertising commercials for these products. READ AND ROTATE LIST – MARK ALL THAT APPLY

1.  Zima
2.  Mike's Hard Lemonade
3.  Smirnoff Ice
4.  Bacardi Silver
5.  Skyy Blue
6.  Coors Vibe
7.  Seagram Split
8.  Absolute Platinum

 

I am going to read the same list. Please tell me whether you think each is more like beer, more like wine or more like liquor. ROTATE QUESTIONS IN THIS SECTION – ONE RESPONSE

 

27.  Zima. Is this more like beer, more like wine or more like liquor? ONE RESPONSE

1.  Beer
2.  Wine
3.  Liquor
9.  Don't know - VOLUNTEERED

 

28.  Mike's Hard Lemonade

 

29.  Smirnoff Ice

 

30.  Bacardi Silver

 

31.  Skyy Blue

 

32.  Coors Vibe

 

33.  Seagram Split

 

34.  Absolute Platinum

 

35.  CODE GENDER

1.  Male
2.  Female

 

36.  What is the last grade in school you completed? ONE RESPONSE

1.  4th grade
2.  5th grade
3.  6th grade
4.  7th grade
5.  8th grade
6.  9th grade
7.  10th grade
8.  11th grade
9.  12th grade
10.  Some college
99.  Refused - VOLUNTEERED

 

37.  Do you attend a public or private school? ONE RESPONSE

1.  Public
2.  Private
3.  Charter
4.  Home Schooled
9.  Refused - VOLUNTEERED

 

38.  What is your race? ONE RESPONSE

1.  White
2.  Black/African-American/Caribbean-American
3.  Hispanic/Latino
4.  Asian
5.  Arabic
6.  Other – DO NOT SPECIFY
9.  Refused -
VOLUNTEERED

 

39.  Do you live in a city, suburb just outside a city, or a less developed or rural area not near a city? ONE RESPONSE

1.  City
2.  Suburb
3.  More rural, less developed
9.  Refused - VOLUNTEERED

 

40.  Are your parents currently married?  If not, are they divorced, separated, or did one or both of them pass away? ONE RESPONSE

1.  Married
2.  Divorced
3.  Separated
4.  One of them passed away
5.  Both of them passed away
9.  Refused - VOLUNTEERED

 

41.  Do you have any brothers or sisters and, if so, how many? OPEN END WITH PRE-CODES - ONE RESPONSE

1.  0
2.  1
3.  2
4.  3
5.  4
6.  5
7.  More than 5
9.  Refused - VOLUNTEERED

 

42.  Do you receive a weekly allowance and, if so, how much is it? OPEN END WITH PRE-CODES - ONE RESPONSE

1.  No
2.  $1-$5
3.  $6-$10
4.  $11-$15
5.  $16-$20
6.  $21-$25
7.  $25-$50
8.  More than $50
9.  Refused - VOLUNTEERED

 

43.  Do you have a job outside of school? ONE RESPONSE

1.  Yes
2.  No
9.  Refused - VOLUNTEERED

 

44.  Have you ever tried an alcohol beverage outside of your parent’s supervision and, if so, have you tried beer, wine, or liquor? MULTIPLE RESPONSES

1.  No
2.  Yes, beer
3.  Yes, wine
4.  Yes, liquor
5.  Yes, something else
9.  Don't know - VOLUNTEERED

 

45.  How old were you when you first tried an alcohol beverage outside of your parent's supervision? OPEN END

 

July 2002

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Center for Science in the Public Interest

Alcohol Policies Project

1220 L St. NW, Suite 300

Washington, DC  20005

Phone: 202-332-9110 * Fax: 202-265-4954 * Web: www.cspinet.org/booze