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Code Book: Q4. Do You Pay Attention To Advertisements?

This document contains a code book with questions and corresponding codes about consumer behavior and responses to advertisements. There are 19 multiple choice questions regarding how much attention respondents pay to ads, which advertising mediums are most effective, how ads impact purchasing decisions, and how long advertising messaging and celebrity endorsements are remembered. Each question includes numeric codes for the possible multiple choice answers.

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Shubham Koolwal
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40 views

Code Book: Q4. Do You Pay Attention To Advertisements?

This document contains a code book with questions and corresponding codes about consumer behavior and responses to advertisements. There are 19 multiple choice questions regarding how much attention respondents pay to ads, which advertising mediums are most effective, how ads impact purchasing decisions, and how long advertising messaging and celebrity endorsements are remembered. Each question includes numeric codes for the possible multiple choice answers.

Uploaded by

Shubham Koolwal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Code Book

Q4. Do you pay attention to advertisements?


Male
Female

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2

Q5. Which medium of advertisement attracts your attention the most?


Print
Youtube
Television
Word of
Mouth

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2
3
4

Q6. Which form of an ad creates a greater impact on you?


Message
Oriented
Story Oriented
Action
Oriented
Comedy
Oriented

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2
3
4

Q7. Do you purchase a product if you feel it was advertised well?


Yes
No

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2

Q8. Do you think of the advertisement when you see the product?
Always
Very
Often
Someti
mes
Rarely

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2
3
4

Q9. Do you take part on the various contests announced in the advertisement?
Always
Very
Often
Someti
mes
Rarely
Never

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2
3
4
5

Q10. Which aspect of an advertisement is most desired?

Aesthetic
s
Theme
Message
Punch
Line

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2
3
4

Q11. Does an advertisement have a great impact on your purchase decision?


Strongly Agree
Agree
Disagree
Strongly
Disagree

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2
3
4

Q12. Do you skip an advertisement if you have an option too?


Always
Very
Often
Someti
mes
Rarely

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2
3
4

Q13. Do you read a Newspaper?


Yes
No

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2

Q14. Which newspaper do you prefer reading?


TOI
Indian Express
Mint
The Business
Line
Business
Insider
Economic
Times
Business
Express

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2
3
4
5
6
7

Q15. How much time do you spend watching the Television in a day?
0 hours
1-2 hours
2-4 hours
More than 4
hours

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2
3
4

Q16. Do you use discount coupons printed in magazines, newspapers or distributed


freely?

Yes
No

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2

Q17. Does a celebrity endorsement affect your buying decision?


Yes
No

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2

Q18. When your favorite celebrity stops endorsing a product, how much of an
influence does it have in your purchase decision?
0%-25%
25%50%
50%75%
75%100%

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2
3
4

Q19. For how long do you remember an advertisement?


Few
Hours
A Day
A Week
Few
Weeks

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2
3
4

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