Questionnaire (part A)

Instructions to filling and corrections: 1

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Hello, we are conducting a big international academic survey on advertising. The aim of this survey is to discover what
young people think about the advertising today. Please, read attentively the following questions and tick the answer
corresponding to your opinion. There is not right or wrong answer, we only want to know what you really think about
advertising. Your answers will stay strictly anonymous. Fill (make dark) the bubble with correct answer, please.

1. What is your sex?

2. What is your age?

F Female

1 17-18

Male

2 19-20

3 21-22

4 23-24

more than 24

3. What is your level of

study?

First or second year at University

Third year at University

Fourth or Fifth year at University

More than fifth year

4. What is your country of

origin?

1 CZ

2 FR

Other (capital characters)

5. What is your Native

language?

Other .. (capital characters)

CZ

FR

We would want to know your opinion about advertising in general. Please, answer to what extent do you agree
or disagree with the following statements: (7-point scale with 1 disagree / 7 agree fill the correct bubble,
please)

6. What is your opinion

about advertising in
general?
a)

b)

c)

d)

e)

f)

g)

h)

i)

j)

Overall, I consider
advertising a good thing
My general opinion
about advertising is
unfavourable
Overall, I do like
advertising
Advertising is making us
a materialistic society,
overly interested in
buying and owning
things
Advertising makes
people live in a world of
fantasy
Advertising makes
people buy unaffordable
products just to show off
Because of advertising
people buy a lot of
things they do not really
need
Advertising tells me
what people with
lifestyles similar to mine
are buying and using
Advertising helps raise
our standard of living
Advertising results in
better products for the
public

Surely
disagree

Middle
disagreement

Weak
disagreement

Neither disagree
nor agree

Weak
agreement

Middle
agreement

Surely
agree

7. And now we would want

to know your precise opinion
about billboard advertising
Billboard ads help me
keep up-to-date about
a) products and services
that I need or would like
to have
Too many products do
b) not perform as well as
the billboard ads claim
Billboard ads on are
c) more manipulative than
they are informative
Much of billboard ads
d)
are way too annoying?
On average, brands that
are advertised on
billboard are better in
e)
quality than brands that
are not advertised on
billboard
Overall, I consider
f)
billboard ads a good
thing
My general opinion
g) about billboard ads is

Surely
disagree

Middle
disagreeme
nt

Weak
disagreement

Neither
disagree nor
agree

Weak
agreement

Middle
agreement

Surely agree

favourable
h)

Overall, I do like
billboard ads

8. In general, how likely do

you like or not billboard ads
which are:
a)

Very concrete posters

Dislike totally

Middle dislike

Week dislike

Neither dislike nor

liking

Weak liking

Middle liking

Like totally

b)

Posters which are

feature centred

c)

Posters which give a lot

of information

d)

e)

f)
g)
h)
i)

Posters that we are

learning about the
product
Posters that show
people who use the
product
Entertaining posters
Visually oriented posters
Posters which evoke
emotions
Abstract posters

Please wait the new instructions before to pursue the questionnaire !!!

Questionnaire (part B)
9. For you, this ad is
rather:
a)
b)
c)
d)
e)
f)

Surely
disagree

Middle
disagreement

Weak
disagreement

Neither disagree
nor agree

Weak
agreement

Middle
agreement

Surely
agree

Boring

Irritating

Disturbing

Very credible

Good

Interesting

10. To what extent do you like or

dislike this ad?

11. How much do you think this

advertising has affected your
attitude toward AZZ?
12. How much do you think this
advertising could affect the
attitude toward AZZ of other
consumers?
13. Mobile phone is for you

14. Do you consider to have a

good knowledge of mobile
phone?

15. To what extent do you agree

or disagree with the following
assertion:
a)
b)
c)
d)
e)

AZZ is certainly a High

quality phone
I think that I would like AZZ
phone if I have it
AZZ phone has a nice
design
I would like to try the AZZ
phone
When I next buy a phone, it
is possible that I buy the
AZZ phone

Dislike totally

Middle dislike

Week dislike

Neither dislike nor

liking

Weak liking

Middle liking

Like
totally

Totally
negative

Middle negative

Weak
negativism

Neither negative
nor positive

Weak
positivism

Middle
positivism

Totally
positive

Totally
unimportant

Middle
unimportant

Weak
unimportant

Neither unimportant
nor important

Weak
importance

Middle
important

Very
importan
t

No need to
learn

I must
learn

Surely
disagree

Middle
disagreement

Weak
disagreement

Neither disagree
nor agree

Weak
agreement

Middle
agreement

Surely
agree

16. For you, this ad is:

a)
b)
c)
d)
e)
f)
g)
h)
i)

Surely
disagree

Middle
disagreement

Weak
disagreement

Neither disagree
nor agree

Weak
agreement

Middle
agreement

Surely agree

Visually oriented

Entertaining

Appealing

Emotional

Abstract

Concrete

Feature centred

Informative

Instructive

Please wait the new

instructions before to
pursue the
questionnaire

Questionnaire (part C)

17. To what extent do you like or dislike the following ads that you have seen during this projection:
Neither
I dont remember enough
Ad about
Dislike
Middle
Week
Weak
Middle
Like
dislike
totally
dislike
dislike
liking
liking
totally
this ad to give an opinion
nor liking

LOral Paris

Audi

Bic

Nikon

Middle
disagreem
ent

Weak
disagreem
ent

Neither
disagree nor
agree

Weak
agreement

Middle
agreem
ent

thought than something that is sure to challenge

my thinking abilities
I try to anticipate and avoid situations where there
is a likely chance I will have to think in depth about
something
I find satisfaction in deliberating hard and for long
hours
I only think as hard as I have to

h) I prefer to think about small, daily projects to long-

a)
b)
c)
d)

18. And now some gen

eral questions about you:
Surely
disagree

a)

I would prefer complex to simple problems

b) I like to have the responsibility of handling a

c)

situation that requires a lot of thinking

Thinking is not my idea of fun

d) I would rather do something that requires little

e)
f)
g)

term ones
i) I like tasks that require little thought once I've
learned them
j) The idea of relying on thought to make my way to
the top appeals to me
k) I really enjoy a task that involves coming up with
new solutions to problems
l) Learning new ways to think doesn't excite me very
much
m) prefer my life to be filled with puzzles that I must
solve
n) The notion of thinking abstractly is appealing to me

o) I would prefer a task that is intellectual, difficult,

p)
q)
r)

and important to one that is somewhat important

but does not require much thought
I feel relief rather than satisfaction after completing
a task that required a lot of mental effort
It's enough for me that something gets the job
done; I don't care how or why it works
I usually end up deliberating about issues even
when they do not affect me personally

Surely agree

19. On a spiritual point of view,

you would describe yourself as:

20. One can describe you

as:

Catholic

Protestan
t

Orthodox

Muslim

Jewish

Atheist

Other

Absolute nonbeliever
1

21. Now, few last questions about you

a)
b)
c)

d)
e)
f)
g)
h)
i)

j)

k)
l)

Type it

I try to anticipate and avoid situations where

there is a likely chance of my getting
emotionally involved
Experiencing strong emotions is not
something I enjoy very much
I would rather be in a situation in which I
experience little emotion than one which is
sure to get me emotionally involved
I don't look forward to being in situations that
others have found to be emotional
I look forward to situations that I know are
less emotionally involving
I like to be unemotional in emotional
situations
I find little satisfaction in experiencing strong
emotions
I prefer to keep my feelings under check
I feel relief rather than fulfilled after
experiencing a situation that was very
emotional
I prefer to ignore the emotional aspects of
situations rather than getting involved in
them
More often than not, making decisions based
on emotions just leads to more errors
I don't like to have the responsibility of
handling a situation that is emotional in
nature

Strong
believer
2

Middle
disagreem
ent

Weak
disagreem
ent

Neither
disagree nor
agree

Weak
agreement

Middle
agreem
ent

Surely
disagree

Thank you for your

participation

Surely agree