How well do you think the media portrays minority groups? PLEASE SELECT Very Well OK Terrible Please give an example:
How well do you think the media portrays minorities in general? PLEASE SELECT Very Well OK Terrible Please give an example:
Some people feel content about the media's portrayal of minorities as long as at least one minority group is represented. For example, even though you are of African Heritage, when you see a Korean or a Jamaican portrayed it makes you feel comfortable that the manufacturer cares about minority groups. Do you: Agree (makes you feel more comfortable) Somewhat Agree (makes you feel a little more comfortable) Disagree (doesn't make you feel more comfortable)
Does it ever make you feel uncomfortable to see minorities in marketing? If Yes, please explain: Yes No
What is your yearly income? PLEASE SELECT Under $50,000 $50,000 - $75,000 $50,000 - $75,000 $100,000 - $150,000 $150,000+
Do you own your home? Estimate how long will it be before you are a homeowner: PLEASE SELECT 1-2 years 2-4 years 5 years+ No idea I don't plan to own my own home Yes No
Do you drive a luxury Automobile?
Do you buy any of the following regularly (once every three months) Sporting Goods (sneakers, Golf clubs etc) Jewelery Designer Clothes Designer Accessories (watches, handbags etc) Designer Shoes
Are you a frequent (at least once every two months) business traveler? Yes No
How often do you travel for pleasure, domestically? PLEASE SELECT At least once every three months At least once every six months About once a year
How often do you travel for pleasure, internationally? PLEASE SELECT At least once every three months At least once every six months About once a year
How do you feel about marketing that ignores your socio-economic status? For example, if you are Korean, does it concern you that Koreans are largely portrayed as poorly spoken, recent immigrant shopkeepers? If you are African American does it concern you that most African American's are portrayed as hip hop loving, baggy pant wearing, gold tooth flaunting folk? Or perhaps you feel that we all know people who fall within these stereotypes. That a brand that recognises your minority group in some form - in any form is a supporter? PLEASE SELECT Very important to me (affects how I feel about a brand) Somewhat important (doesn't affect whether I buy a product or not, but makes me think twice) Not important (as long as my minority group is portrayed, I'm happy)
How do you feel about a product/service with a substantial minority presence in the advertising?
How do you feel about a product/service without a substantial minority presence in the advertising?
Finally, how does minority marketing actually affect your buying habits? If all other things were equal (price etc) and you were choosing between a Mercedes and a BMW, and one accurately depicted your minority group, while the other did not, would it affect your purchase? Yes (I would definitely lean more towards a brand that seems to be talking to me) No (I buy what I like regardless of how a brand portrays or ignores my minority group)
Additional Comments:
Enter the following characters:
