Annexe A – Survey Questionnaire

Department of Finance Canada

Pretest of the “New Credit Card Regulations” Advertising Campaign  

Final Questionnaire 

**************

Thank you for taking part in this survey!  This research is being conducted on behalf of the Government of Canada and will be used to guide decisions related to a planned advertising campaign.  The survey will take less than 15 minutes of your time.    

Your participation in this survey is strictly voluntary.  All information provided to Léger Marketing will be treated confidentially and used only for research and statistical purposes.  Be assured that your responses will not be reported in any way that can identify you.   

If you would like to confirm the legitimacy of this study, you may contact the Marketing Research and Intelligence Association (MRIA) at 1-800-554-9996.  The registration number for this study is 14605-001

Instructions:  
1.	You MUST provide an answer to every question in order to continue. 
2.	Do not the ‘back’ button on your Internet browser. 
3.	When answering the questions, please provide a response that best reflects your point of view.

Start

Note:  
•	Programming instructions appear in bold, italics and will not be seen by the respondent
•	Respondent instructions appear in bold 
•	Denotes single response
•	Denotes multiple response

Screening questions for panel members 

First we would like to learn a little about you…

1.	What is your age?  
•	Under 18  thank and terminate 
•	18 – 24
•	25 – 34
•	35 – 44
•	45 – 54
•	55 – 64
•	65 or over 

2.	Where do you currently reside?
•	Alberta
•	British Columbia
•	Manitoba 
•	New Brunswick
•	Newfoundland and Labrador
•	Northwest Territories
•	Nova Scotia
•	Nunavut
•	Ontario
•	Prince Edward Island
•	Québec 
•	Saskatchewan
•	Yukon

3.	Have you been involved in any research for the Government of Canada in the past 30 days?
•	Yes  thank and terminate 
•	No 

4.	Do you, or does any member of your immediate family work in, or do work for…

	Yes	No	
The Government of Canada			

A marketing research firm			
A marketing department			
An advertising or public relations firm			
A magazine or newspaper			
A radio or TV station			

If yes to any of the above thank and terminate

We would like your reactions to series different radio ads and proposed web advertising.  All concepts present messages about new regulations recently introduced.  
Make sure your speakers are on for the radio ads, the web ads will appear as part of the survey/
After answering the questions move on to the next ad.  
Remember there are no right or  wrong answers, we are interested in your feedback

The next screen will include the following instructions on how to view the ads. 

When the respondent moves to the next page they will see a button or link that says ‘Play’.  

Insert the audio and web images for the first radio ad rotating the order in which the ads are presented.  Please ensure each ad is viewed first, second and third  an equal number of times.  Respondents should also have the ability to re-play the recording. 

 It is important to ensure that they have to listen to the whole ad before answering the questions i.e. impossible to skip directly to the questions.  As we want to test recall, we do not want respondents to be able to go back and play the ad while answering the questions that are directly related to it.     

 Radio ad #1:
 Radio ad #2:
Radio ad #3:
Web 1
Web 2
Web 3
Ensure the data file links responses to the order in which the television ads are presented i.e. we want to be able to determine if reactions alter if it is presented first versus last.   

First Radio Ad
To view the first ad, click on the ‘play’ button.

Play

Audio will open.

Under each ad include the following text: If you would like to listen to the ad again before answering the questions, re-click the ‘play’ button.  Once you have viewed the ad click the ‘next’ button below to continue.  

6.	Overall, how much do you like this radio advertising?    

•	I like it a lot
•	I like it a bit
•	Neither like it nor dislike it
•	I dislike it a bit
•	I dislike it a lot

7.	What are the key messages?  What is this ad telling you?  

________________________________________________________________________

________________________________________________________________________

8.	What are the main things, if any, you liked about this ad?   

________________________________________________________________________

________________________________________________________________________

9.	What are the main things, if any, you did not like about this ad?  

________________________________________________________________________

________________________________________________________________________

10.	
Please indicate your level of agreement with the following statements about the radio ad.

Randomize order of statements.  	Strongly disagree
1	2	3	4	Strongly agree
5	
This ad is memorable.						
This ad clearly communicates the new credit card regulations recently introduced						
I would visit the moneytools.ca website if I had any questions						
The message of this ad is not very clear.						
I have learned something new as a result of viewing this ad.  						

When the respondent moves to the next page they will see a ‘Play’ button for the next radio ad.  

Repeat Q6 to Q10 for the next radio ad. 

WEB ADS

The next section will show a series of web pages with banner advertising, we are looking for your reaction to the Government of Canada Advertising that appears.

11.	Overall, how much do you like the Government of Canada advertising?    

•	I like it a lot
•	I like it a bit
•	Neither like it nor dislike it
•	I dislike it a bit
•	I dislike it a lot

12.	What are the key messages?  What is this ad telling you?  

________________________________________________________________________

________________________________________________________________________

13.	What are the main things, if any, you liked about this ad?  

________________________________________________________________________

________________________________________________________________________

14.	What are the main things, if any, you did not like about this ad?  

________________________________________________________________________

________________________________________________________________________

15.	Please indicate your level of agreement with the following statements about the internet ad.

Randomize order of statements.  	Strongly disagree
1	2	3	4	Strongly agree
5	
This ad is memorable.						
This ad clearly communicates the new credit card regulations recently introduced						
I would visit the moneytools.ca website if I had any questions						
The message of this ad is not very clear.						
I have learned something new as a result of viewing this ad.  						

When the respondent moves to the next page they will see a ‘Play’ button for the next radio ad.  

Repeat Q11 to Q17 for the next web ad. 

The last few questions will be used for analysis purposes only.  Please be assured that all your responses will remain confidential.
	
16.	What is your gender?
•	Female
•	Male

17.	Are you employed in the financial service industry?  
•	I am 
•	No I am not employed in the financial service industry

18.	Which of the following diplomas or degrees have you completed?  Check one response only.  
•	High school diploma or less
•	Registered Apprenticeship or other trade certification or diploma
•	College, CEGEP or other non-university certificate or diploma
•	University degree, certificate or diploma
•	Post graduate degree

19.	Which of the following categories best describes your current employment status?  Are you… Check one response only. 
•	Working full-time, that is, 35 or more hours per week
•	Working part-time, that is, less than 35 hours per week
•	Self-employed
•	Unemployed, but looking for work
•	A student attending school full-time
•	Retired
•	Not in the workforce (full-time homemaker, unemployed, not looking for work)

20.	Were you born in Canada?
•	Yes
•	No

Thank you very much for your time and comments.