Psychographic Sourcebook - GfK MRI

PART 1: Survey of the American Consumer
II. Attitudes and Opinions on Marketing Issues
B. Interest in Advertising
Like the weather, everyone talks about advertising, and everyone has an opinion about it. This battery of questions explores consumers’
attitudes—negative and positive—toward advertising in different media and can be a good indicator for engagement.
Questions – Interest in Advertising: Please read the following statements and indicate how closely they reflect your opinion
(agree strongly, agree somewhat, neutral, disagree strongly, disagree somewhat) concerning each medium (magazines, newspapers, television,
radio and the Internet).
• Provides me with useful information about bargains
• For me, is funny
• Provides me with meaningful information about the product use of other consumers
• Provides me with useful information about new products and services
• For me, is amusing
• For me, appears at inconvenient moments
• For me, is too loud
• For me, has no credibility
• For me, is repeated too often
• For me, all ads in/on (magazines/newspapers/television/radio/the Internet) are alike
For the following statements, indicate which most closely reflects your opinion (based on a 10-point scale; 1=does not describe your attitude at all;
10=describes your attitude completely)
• Advertising helps me keep up-to-date about products and services that I need or would like to have
• Too many products do not perform as well as the ads claim
• Advertising is more manipulative than it is informative
• Much of advertising is way too annoying
• I like to look at advertising
• On average, brands that are advertised are better in quality than brands that are not advertised
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