Demographic profile

1. Gender: male female

2. Age: below 18 18 – 24 25-39 40 – 59 60+

3. Household income (annual):

o less than 1, 20,000
o 1, 20,000-3, 50,000
o 3,50,000-6,00,000
o greater than 6,00,000
4. Occupation
Student Housewife Professional Work from Home

5. Do you work in late night shifts

yes no
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Psychographic

1. Which media gets your attention?

Print radio television word of mouth

2. How does an advertisement affect you?

Recall positive impression interest desire to explore

3. which form of ad creates a greater impact on you?

just the printed words just the printed words
a moving action oriented ad

4. how long does the impact of an advertisement last on you?

few hours one day one week one month more
than a month

5. does an advertisement urge you to try a new brand?

yes no

6. do you remember the hoardings if these are?

near the residence places visited frequently on the way to work bus stand
 7. you prefer reading which newspaper?
the times of india hindustan times the hindu the indian express the pioneer

8. how much time you spend on listening to radio per day?

0 hour 1-2 hour 3-5 hour more than 5 hours

7. which aspect of ad is important to you?

models background theme punch line caption photography

8. how often do you listen to the radio?

everyday only while travelling/driving occasionally rarely

9. do you find radio as an attractive medium of communication?

yes no

9. Do you listen to 91.9 Friends FM radio station

yes no

Perception about the brand

According to you what would be the best quality of 91.9 Friends FM radio station ?

Rate the air-conditioner on the following aspects

5=Excellent, 4= Good, 3= Average, 2= Bad, 1=Poor

11. Quality Of Songs

Excellent Good Average Bad Poor

12. RJ

Excellent Good Average Bad Poor

13. frequency number (ease of recalling)

Excellent Good Average Bad Poor

14. Featured series (episodes)

Excellent Good Average Bad Poor

15. Late night shows

Excellent Good Average Bad Poor

 15. Duration of ads

Excellent Good Average Bad Poor

Factor Analysis

17. Which aspects are most important to you while buying a refrigerator (write 5 for important, 4
for somewhat important, 3 for neither important nor unimportant 2 for somewhat
unimportant, 1 for unimportant)?

S.No. Aspect 5 4 3 2 1

1 Station Brand

2 Nature Of Songs
(Eng/Hindi/Bengali)

3 Duration of featured ads

4 Voice Of Rjs

5 Public Involvement

6 Easy to recall radio frequency

7 Frequency of songs featured

per hour
8 Late Night Shows

9 Genre Of Songs

10 Lifestyle tips

11 Women’s Hour