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Smartphone Advertising Perception Scale

This document contains a survey about smartphone users' perceptions of mobile advertising. The survey asks respondents about how much they agree with statements regarding the entertainment, informativeness, irritation and credibility of mobile ads. It also asks about their behaviors, intentions and demographic details regarding receiving mobile ads. The survey results will be used for academic purposes and respondents' confidentiality will be maintained. It takes 2-3 minutes to complete.

Uploaded by

Prateek Singla
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
29 views

Smartphone Advertising Perception Scale

This document contains a survey about smartphone users' perceptions of mobile advertising. The survey asks respondents about how much they agree with statements regarding the entertainment, informativeness, irritation and credibility of mobile ads. It also asks about their behaviors, intentions and demographic details regarding receiving mobile ads. The survey results will be used for academic purposes and respondents' confidentiality will be maintained. It takes 2-3 minutes to complete.

Uploaded by

Prateek Singla
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Respondent

Number
(For Official
Purpose)

SMARTPHONE ADVERTISING PERCEPTION SCALE


I am a student of University Business School, I am conducting a study on consumer perception towards mobile
advertising among smartphone users in Panjab University. The questionnaire shall take only 2-3 minutes of your precious
time. Any information you provide will be solely used for academic purposes and the confidentiality of the same will be
maintained at all times. We thank you for your time and co-operation.
Do you use a smartphone, phone having ability to connect to internet and download apps
(a) Yes
(b) No
Statement

SA

Entertainment
I feel that receiving mobile advertisements is enjoyable and entertaining.
I feel that receiving mobile advertisements is pleasant.
Informativness
I feel that mobile advertising is a good source for timely information.
Mobile advertisements provide the information I need.
Irritation
I feel that mobile advertising is irritating.
I feel that mobile advertisements are almost everywhere.
Contents in mobile advertisements are often annoying.
Credibility
I use mobile advertising as a reference for purchasing.
I trust mobile advertisements.
Attitude
Overall, I like mobile advertising.
Behaviour
What do you do when you receive a mobile advertising message? (Tick any one of following)
1
2

Ignore it completely
Read it occasionally

3
4

Read it after accumulating too many of them


Read it when I get time

5
Read it right away
How much do you read the mobile advertising messages you receive? (Tick any one of following)
1
2

Not at all
Read about a quarter of a message

3
4

Read about half of a message


Read about three-quarters of a message

Read the whole message

Intention
I am willing to receive mobile advertisements: (Tick any one of following)
1
less than one message a day
2
3

two messages a day


three messages a day

S
D

4
5

four messages a day


unlimited messages a day

Legend
SA Strongly Agree | A Agree | N Neutral | D Disagree | SD Strongly Disagree

Personal Details
Age

Below 18
Year

18 24
Years

25 30
Years

31 35
Years

36 41
Years

41+ years

Tick for Age


Gender
Tick for Gender
->
Highest
Qualification
Tick here ->
Household
Income
(Family)
Tick here ->

Male

Female

Doctorate

Post Grad.

Graduation

Senior
Secondary

Secondary

Nil

Below
Rs. 90,000

Rs. 90
Thousand
Rs. 2 Lac

Rs. 2 Lac
Rs.10 Lac

Above Rs. 10
Lac

Other Information

1. Name - _______________________________________________________________
2. Email ID _____________________________________________________________
3. Phone Number - ________________________________________________________

Above questionnaire is reproduced from following studies


Ume-Amen, M. (2010). INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN
BUSINESS. IJCRB July Edition Vol .2, No. 3.
Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An
empirical study. International Journal of Electronic Commerce, 8(3), 65-78.

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