Media Profile Study QuestionnaireTerritory: US

THE INTERVIEWMEDIA PROFILE STUDY

Draft: October 14, 2014

Thank you for agreeing to participate in our survey! Your opinions are very important to us.

Please remember your responses will be kept strictly confidential and only reported in aggregate.

To begin the survey, simply click on the "Next" button. [NEXT]

SCREENER QUESTIONS

[DO NOT TERMINATE UNTIL END OF SCREENER SECTION AND SAVE ALL DATA FOR TERMS]

State.In what state is your primary residence? [DROP-DOWN MENU WITH ABBREVIATIONS FOR ALL FIFTY STATES]

[TERM1 IF NON-US]

Age.How old are you? [OPEN NUMERIC]

[TERM1 IF Age <17OR >44]

Gender.What is your gender?

  1. Male
  2. Female

Sch.[IF Age > 17] What is the highest level of education you have completed?

  1. Some high school or less [AUTO-CODE TO HERE IF AGE < 18]
  2. Graduated high school
  3. Technical school
  4. Some college
  5. Graduated college
  6. Graduate/Professional school

Industry.Sometimes in our surveys we are looking for people who work in certain industries. Do you, or does anyone in your household work in any of the following? [YES/NO FOR EACH]

[RANDOMIZE]

  1. Movie Studio
  2. Market Research Company or Department
  3. Movie Theater
  4. An Advertising Agency
  5. TV station/network
  6. Food or Beverage Company
  7. Local/State/Federal Government

[TERM1 IF ANY OF Industry[1 – 5] = YES]

Rac1.Are you of Spanish, Hispanic, or Latino descent, such as Mexican, Mexican-American, Chicano, Puerto Rican, Cuban, or another Spanish, Hispanic, or Latino group?

  1. Yes[AUTODOCE Rac3 = 4]
  2. No

Rac2.[IF Rac1 = 1] Which of the following best describes your Spanish, Hispanic, or Latino descent?

  1. Mexican, Mexican-American, or Chicano
  2. Puerto Rican
  3. Cuban
  4. Other Spanish/Hispanic/Latino – Please Specify [OPEN TEXT]

Rac3.[IF Rac1 = 2] Which of the following best describes your race?

[RANDOMIZE]

  1. White/Caucasian
  2. Black/African-American
  3. Asian/Asian-American
  4. Hispanic/Latino
  5. Other [OPEN TEXT] [ANCHOR]

LangTV.[IF Rac1 = 1 OR Rac3 = 4] In what language do you watch TV and listen to the radio?

  1. Spanish only
  2. English and Spanish
  3. English only

LangWeb.[IF Rac1 = 1 OR Rac3 = 4] In what language do you view and read content online?

  1. Spanish only
  2. English and Spanish
  3. English only

LangDream.[IF Rac1 = 1 OR Rac3 = 4] In what language do you dream when you are asleep?[RANDOMIZE]

  1. Spanish only
  2. English only
  3. Don’t know [ANCHOR]

LangH.[IF Rac1 = 1 OR Rac3 = 4]How often do you speak Spanish in your home?

  1. Always speak Spanish
  2. Speak Spanish most of the time
  3. Speak both English and Spanish equally
  4. Seldom speak Spanish
  5. Never speak Spanish

HispAcc.[VARIABLE TO CAPTURE HISPANIC ACCULTURATION]

Acculturated = / LangTV=2 and LangH=5
or / LangTV=3 and LangH=2,3,4,5
Partially = / LangTV=1 and LangH=5
or / LangTV=2 and LangH=2,3,4
or / LangTV=3 and LangH=1
Unacculturated = / LangTV=1 and LangH=1,2,3,4
or / LangTV=2 and LangH=1

Cable1[x].Which, if any, of the following do you currently have access to in your home and use to watch television programming?

Please select all that apply.

  1. Cable TV subscription (e.g., Time Warner/Comcast/AT&T U-verse/Fios)
  2. Own or rent a satellite dish (e.g. DISH Network or Direct TV)
  3. An online subscription service (e.g. Hulu, Netflix)
  4. None of the above[EXCLUSIVE]

[TERM1 IF Cable1 = 4][A MAXIMUM OF 10% OF RESPONDENTS TO BE Cable1 = 3 ONLY]

ZipCode.What is the zip code of your primary residence? [OPEN NUMERIC]

[TERM1 IF ZipCode AND State ARE NOT A VALID MATCH]

DMA.[AUTOCODE A HIDDEN DMA VARIABLE BASED ON ZIPCODE]

Bdate.In what year were you born?[OPEN NUMERIC]

[TERM1 IF Age AND Bdate ARE NOT A VALID MATCH +/- ONE YEAR]

Parent.[IF AGE > 20] Are you the parent of any children under the age of 18?

  1. Yes
  2. No

Kids.[IF PARENT = YES] How many children do you have under the age of 18? [OPEN NUMERIC]

KidAge.[IF KIDS > 0]Please indicate the age and gender of each of your children under the age of 18.

GenderAge

First Child[Drop-down][Open Numeric]

[SHOW AS MANY ROWS AS THERE ARE KIDS; UP TO EIGHT KIDS]

[TERM1 IF AGE OF RESPONDENT MINUS AGE OF OLDEST CHILD IS LESS THAN 16]

Kid712.[VARIABLE TO RECORD IF TEEN 13 TO 17 IN HOUSEHOLD]

  1. Yes [IF THERE ARE TEENS BETWEEN THE AGES OF 13 TO 17 AT KidAge]
  2. No [IF Parent = 1 AND THERE ARE NO TEENS 13 TO 17 AT KidAge]

Teen[X]Avail.[IF ELIGIBLE TEENS AVAILABLE AND NEEDED]This survey will be about entertainment appropriate for teens and adults.

Is your [INSERT AGE/GENDER OF RANDOM ELIGIBLE CHILD 13TO 17]available to participate in this survey? [ASK FOR EACH APPLICABLE TEEN IN HOUSEHOLD UNTIL A TEEN IS AVAILABLE OR LIST IS EXHAUSTED; IF NO TEEN IS ELIGIBLE OR AVAILABLE, BUT PARENT IS ELIGIBLE FOR ADULT QUOTA, REASSIGN TO MOST NEEDED OPEN ADULT QUOTA AND GO TO Avid]

  1. Yes
  2. No

Handoff.This survey will be about movies appropriate and rated for your [TEEN]. Please have your[TEEN] come back to the computer to complete the remainder of the survey.

[ONLY ASK Bdate_T THROUGH Gender_T AMONG TEENS 13 to 17 RECRUITED THROUGH A PARENT]

Bdate_T.In what year were you born?[OPEN NUMERIC]

[Term1 IF Age AND Bdate ARE NOT A VALID MATCH FOR RECRUITED TEEN AS REPORTED BY PARENT, +/- ONE YEAR]

Gender_T.Are you…

  1. Male
  2. Female

[Term1 IF Gender IS NOT A VALID MATCH FOR RECRUITED TEEN AS REPORTED BY PARENT]

PastPart.Have you participated in any of the following types of online surveys during the past one month?

[RANDOMIZE] [YES/NO FOR EACH]

  1. Movies
  2. Television
  3. Music
  4. Sports
  5. Restaurant

[TERM1 IF PastPart1 = YES]

AgeGenQuota.[VARIABLE TO RECORD AGE AND GENDER]

  1. Males 17-20
  2. Males 21-24
  3. Males 25-29
  4. Males 30-34
  5. Males 35-39
  6. Males 40-44
  7. Females 17-20
  8. Females 21-24
  9. Females 25-29
  10. Females 30-34
  11. Females 35-39

AgeGenAdTest.[VARIABLE TO RECORD AGE AND GENDER]

  1. Males 17-29
  2. Males 30-49
  3. Females 17-29
  4. Females 30-49

Lasttwo.About how many movies have you seen in a movie theater during the past 2 months? [OPEN NUMERIC] [TERM1 IF Lasttwo = 0]

Avd1.About how many movies have you seen in a movie theater during the past 12 months? [OPEN NUMERIC]

[TERM1 IF Avd1 < 3] [Avd1 MUST BE GREATER THAN OR EQUAL TO LastTwo]

Device[x].Which, if any, of the following do you have in your household and use on a regular basis?

Please select all that apply.

[RANDOMIZE]

  1. High definition TV or HDTV (not Internet-enabled)
  2. An Internet-enabled High definition,or HDTV (connects to the Internet and allows you to surf the Web and access online video)
  3. A next-generation gaming console, like an Xbox One or Playstation 4
  4. A gaming console, like a Nintendo Wii or Playstation 3
  5. A smartphone, like an iPhone or Droid
  6. A tablet, like an iPad or Kindle Fire
  7. A desktop computer, like a PC or Mac
  8. A laptop computer, netbook, or ultrabook
  9. A Blu-ray or DVD player (not a Playstation 3)
  10. A Digital Video Recorder or DVR such as TiVo
  11. A set-top video player, like Apple TV, Roku, or Google Chromecast
  1. None of the Above [ANCHOR][EXCLUSIVE]

WatchTV[x].In which of these ways, if any, have you watched TV shows in the past six months?

Please select all that apply.

[RANDOMIZE]

  1. On my TV set, via a cable/satellite connection
  2. On my TV set, via anInternet streaming service such as Netflix or Hulu
  3. On a PC/Laptop/Tablet/Smartphone or other mobile device
  4. On Blu-ray/DVD
  5. None of these [TERM1]

CommWatch.For each type of ad below, please indicate whether or not you typically watch them when you are watching television programming, whether online or on your television.

[ACROSS]

  1. I always watch this kind of ad
  2. I usually watch this kind of ad
  3. Sometimes I watch this type of ad, sometimes I ignore, skip through, or fast forward through it
  4. I usually ignore, skip through, or fast forward through this type of ad
  5. I always ignore, skip through, or fast forward through this type of ad

[DOWN] [RANDOMIZE]

  1. Previews for movies
  2. Previews for TV shows
  3. Ads for sporting events
  4. Ads for food or restaurants
  5. Ads for household products
  6. Ads for new cars
  7. Ads for insurance
  8. Ads for video games

Primary.What is the primary way you currently watch TV shows?

[RANDOMIZE]

  1. On my TV set, via a cable/satellite connection
  2. On my TV set, via anInternet streaming service such as Netflix or Hulu
  3. On a PC/Laptop
  4. On a Tablet/Smartphone or other mobile device
  5. On Blu-ray/DVD

HoursWkA.[SHOW BELOW Primary ON SAME PAGE] How many hours a week in total do you spend watching TV shows? Please include the hours you spend watching TV shows in any of the ways listed above. Your best guess is fine, but please round to the nearest hour. [OPEN NUMERIC; WHOLE NUMBERS ONLY]

[TERM1 IF HoursWkA < 1]

Stream.[IF Primary = 2] Which of the following do you use to stream TV shows to your TV set?

Please select all that apply.

[RANDOMIZE]

  1. Hulu+
  2. Netflix
  3. Amazon Instant Video/Amazon Prime
  4. None of these[ANCHOR; EXCLUSIVE]

Stream2.[IF Primary = 4] Which of the following do you use to stream TV shows to your tablet?

Please select all that apply.

[RANDOMIZE]

  1. Hulu+
  2. Netflix
  3. Amazon Instant Video/Amazon Prime
  4. Network apps (e.g. WATCH ABC or NBC)
  5. Other
  6. None of these[ANCHOR; EXCLUSIVE]

VidCheck.[PRESENT ON SEPARATE PAGE BY ITSELF]In order to participate in this study, you will need to be able to hear sound and see video on your computer. Please adjust your monitor and volume so you can clearly see the video and hear the sound effects on this page.

[PLAY VIDEO; DISPLAY “next” BUTTON AFTER 10 SECONDS]

[AFTER VIDEO IS FINISHED] Were you able to see the video and hear the sound effects?

  1. Yes
  2. No [TERM2]

VidChk2.What did you see and hear on the screen?

[RANDOMIZE]

  1. A bird
  2. A dog barking
  3. Fireworks
  4. Other [ANCHOR]

[TERM2 IF VidChk2 > 1]

Qualify.Congratulations! You have qualified to participate in this survey! Please take the time to answer the following questions thoroughly. Your opinions are important to us!

Term1.Thank you for your participation. Unfortunately you do not qualify for today’s study.

Term2.In order to participate in this study, you need to be able to see the video clearly in this study. We thank you for your time and look forward to your participation in a future study.

QUOTAS:

  • Maximum of 10% of respondents can be non-subscribers to cable or satellite (Cable1 = 3 ONLY)
  • Maximum of 30%of respondents who are not interested in the title based on the preview shown (PostInt1 > 2) NOTE THAT THIS QUESTION IS NOT SHOWN IN THE SCREENER BUT WILL BE MONITORED DURING FIELDING

General Sample
Gender / Age / Total
Males / 17-20 / 125
21-24 / 125
25-29 / 125
30-34 / 125
35-39 / 125
40-44 / 125
Subtotal / 750
Females / 17-20 / 125
21-25 / 125
25-29 / 125
30-34 / 125
35-39 / 125
40-44 / 125
Subtotal / 750
Grand Total / 1500

Regional Quotas (Best Efforts):NESEMWSWCW

20%20%20%10%30%

Race Quotas:60% Caucasian, 20% Latino, 15% African American, 5% Other non-White

MAIN QUESTIONNAIRE

ShortTitle.[REPLACES ShortTitle IN SURVEY]

  1. THE INTERVIEW

Commit1.Thinking about going to the movies around the holidays, how far in advance do you decide what to see?

  1. Same day
  2. The day before
  3. A few days before
  4. 1 week before
  5. 2 weeks before
  6. More than 2 weeks before

Commit2.Thinking about going to the movies with your family around the holidays, how do you decide which movie to see?

  1. Watch movie trailers online
  2. Read movie reviews (i.e. online, app)
  3. Recommendation from friends/family
  4. Decide when I get to the theater
  5. Other [ANCHOR]

Commit3.Thinking about going to the movies with your family around the holidays, who typically is the most influential person or persons in deciding what movie to see?

Please select all that apply.

[RANDOMIZE]

  1. Me
  2. My friends
  3. My sibling(s)
  4. Parent(s)
  5. Children[IF PARENT]
  6. My spouse/significant other
  7. Other

Commit4.Do you see more or fewer movies during the holiday season in the theater than at other times of the year?

[RANDOMIZE]

  1. More movies during the holiday season than other times of the year
  2. About the same number of movies during the holiday season as other times of the year
  3. Fewer movies during the holiday season than other times of the year

Video1.Next you will see a movie preview for a movie that has not come out yet, but will be released in theaters in the future.

[PLAY VIDEO] [DO NOT ALLOW RESPONDENT TO CONTINUE UNTIL VIDEO HAS PLAYED COMPLETELY]

Seecom.Were you able to see and hear this movie preview clearly from start to finish, without any stuttering or stopping?

  1. Yes
  2. No [TERM2]

[SHOW VidQual1 AND AudQual1 ON SAME SCREEN]

Vidqual1.Considering only the quality and clarity of the picture, as it appeared on your screen, would you say it was...

  1. Excellent
  2. Very Good
  3. Good
  4. Fair [TERM2]
  5. Poor [TERM2]

Audqual1.[SHOW BELOW Vidqual1 ON SAME PAGE]Considering only the quality and clarity of the sound, as you heard it on your computer, would you say it was...

  1. Excellent
  2. Very Good
  3. Good
  4. Fair [TERM2]
  5. Poor [TERM2]

Postint1.Now, based on this movie preview for [ShortTitle1], how interested are you in seeing it in a movie theater?

  1. Definitely interested
  2. Probably interested
  3. Might or might not be interested
  4. Probably not interested
  5. Definitely not interested

Intens1.[IF Postint1 < 3] On a scale from 1 to 10, where 10 means “very likely” and 1 means “very unlikely” what number represents how likely you are to pay to see [ShortTitle1]in a movie theater on its opening weekend?

[RANDOMIZE ORDER 1 – 10; 10 – 1]

  1. Very unlikely
  2. Neither likely or unlikely
  3. Very likely

Share.Which of these options best describes how you would share your feelings about this movie with friends and family?

[RANDOMIZE]

  1. I would talk (more than email or text) to my friends about it
  2. I would email (more than talk or text) to my friends about it
  3. I would text (more than email or talk) to my friends about it
  4. I would share a link to the movie preview with my friends online
  5. I would post a review online
  6. I would comment about it via Twitter
  7. I would “Like” or “Favorite” the movie’s webpage or Facebook page, but not share a link with friends
  8. I wouldn’t share anything about it[ANCHOR]

WhoWith[x].[IF Postint1 3]With whom do you think you would likely go see [ShortTitle1]?

Please select all that apply.

[RANDOMIZE]

  1. Alone [EXCLUSIVE]
  2. A group of male friends
  3. A group of female friends
  4. My sibling(s)
  5. Other relatives
  6. My spouse/significant other
  7. Other
  8. I don’t know who I would see it with [ANCHOR] [EXCLUSIVE]

Remind.Does [ShortTitle1] remind you of any other movies?

  1. Yes
  2. No

RemindOE.[IF Remind = 1; SHOW ON SAME PAGE BELOW Remind]What movies does[ShortTitle1] remind you of? [OPEN TEXT]

TV SHOW VIEWERSHIP

ShowEver[x].Following is a list of TV shows. Please indicate whether or not you have ever seen any episodes of each show.

Please consider both shows that are airing now, and those that aren’t on the air at the moment, that you might have watched in the past.

Please select all that apply.

SHOWS YOU HAVE EVER SEEN…

[RANDOMIZE] [MAXIMUM OF 50 PER PAGE]

[COMEDY]

  1. 2 Broke Girls
  2. About a Boy
  3. American Dad
  4. Anger Management
  5. Bob’s Burgers
  6. Brooklyn Nine-Nine
  7. Children’s Hospital
  8. Family Guy
  9. It’s Always Sunny in Philadelphia
  10. Last Man Standing
  11. Modern Family
  12. Mom
  13. New Girl
  14. Parks and Recreation
  15. South Park
  16. The Big Bang Theory
  17. The Goldbergs
  18. The League
  19. The Middle
  20. The Mindy Project
  21. The Simpsons
  22. Tosh.0
  23. Two and a Half Men
  24. A to Z
  25. Selfie
  26. Manhattan Love Story
  27. Cristela
  28. Black-ish
  29. Marry Me
  30. Mulaney
  31. Bad Judge
  32. Cristela
  33. Jane the Virgin

[ACTION/CRIME]

  1. Arrow
  2. Grimm
  3. Marvel’s Agents of S.H.I.E.L.D
  4. Person of Interest
  5. Sleepy Hollow
  6. The Blacklist
  7. Gotham
  8. Stalker
  9. The Flash

[PROCEDURALS]

  1. Blue Bloods
  2. Bones
  3. Castle
  4. Criminal Minds
  5. CSI (Any)
  6. Elementary
  7. Hawaii Five-O
  8. Law Order (Any)
  9. NCIS (Any)
  10. Suits
  11. White Collar
  12. Scorpion
  13. The Mysteries of Laura
  14. How to Get Away with Murder
  15. Forever

[REALITY]

  1. America’s Funniest Home Videos
  2. America’s Next Top Model
  3. Dancing With the Stars
  4. MasterChef Junior
  5. Shark Tank
  6. Survivor
  7. The Amazing Race
  8. The Biggest Loser
  9. The Voice
  10. Who’s Line is it Anyway?
  11. The Real Housewives (Any)
  12. Utopia
  13. Keeping up with the Kardashians (any)
  14. Project Runway
  15. Top Chef
  16. The People’s Couch
  17. Bad Girls Club
  18. The Long Island Medium
  19. Sister Wives
  20. 19 Kids and Counting
  21. Ice Road Truckers
  22. ChrisleyKnows Best

[RELATIONSHIP/DRAMA]

  1. Teen Wolf
  2. Pretty Little Liars
  3. Chasing Life
  4. The Fosters
  5. Hart of Dixie
  6. Parenthood
  7. Nashville
  8. Scandal
  9. Grey’s Anatomy
  10. Revenge
  11. Once Upon a Time
  12. The 100
  13. The Vampire Diaries
  14. The Good Wife
  15. The Originals
  16. Mad Men
  17. Resurrection
  18. American Horror Story
  19. Chicago Fire
  20. Chicago PD
  21. Covert Affairs
  22. Graceland
  23. Hell on Wheels
  24. Reckless
  25. Reign
  26. Rizzoli & Isles
  27. Sons of Anarchy
  28. Supernatural
  29. Red Band Society
  30. Madam Secretary
  31. The Walking Dead
  32. Awkward
  33. True Life

[LATE NIGHT]

  1. Conan
  2. Jimmy Kimmel Live
  3. Late Night with Seth Meyers
  4. Late Show with David Letterman
  5. Saturday Night Live
  6. The Late Late Show with Craig Ferguson
  7. The Tonight Show with Jimmy Fallon
  8. The Daily Show with Jon Stewart
  9. The Colbert Report
  10. Watch What Happens Live
  11. At Midnight

[MORNING SHOWS]

  1. America’s Newsroom
  2. CBS This Morning
  3. Good Morning America
  4. New Day, on CNN
  5. The Today Show
  6. The local morning news
  7. Fox & Friends

[DAYTIME SHOWS]

  1. Dr. Phil Show
  2. Live With Kelly & Michael
  3. Ellen DeGeneres Show
  4. Dr. Oz Show
  5. Maury
  6. Rachael Ray
  7. The View
  8. The Chew
  9. The Doctors
  10. The Talk
  11. The Wendy Williams Show
  12. Judge Judy
  13. The Queen Latifah Show

[NEWS]

  1. 20/20
  2. 48 Hours
  3. 60 Minutes
  4. ABC World News
  5. CBS Evening News
  6. Dateline NBC
  7. Inside Edition
  8. Meet the Press
  9. The local early evening news
  10. The local late night news
  11. Anderson Cooper 360
  12. Nancy Grace
  13. Hannity
  14. The Rachel Maddow Show
  15. All in With Chris Hayes
  16. The Last Word with Lawrence O’Donnell

[ENTERTAINMENT]

  1. 106 & Park
  2. Access Hollywood
  3. E! News
  4. Extra
  5. The Insider
  6. The Soup
  7. TMZ (The TV show, not website)
  8. Dish Nation
  9. Entertainment Tonight

[SPANISH]