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APPENDIX ONE: QUESTIONNAIRE FOR FACE TO FACE INTERVIEWS AT EVENTS
TARTAN WEEK 2007
FACE TO FACE INTERVIEWS - EVENT ATTENDEES
QUESTIONNAIRE - FINAL
Respondent's name……………………………………………….Telephone………………………............................
Address……………………………………………………………………………………………………………………
State …………………………………………………………………Zip code……………………………………………
I certify that this interview has been conducted in accordance with instructions and the Marketing Research Association's Code of Conduct.
Interviewer name…………………………………………… Date………………………………………………………….
CLASSIFICATION:
| SHOWCARD A |
Gender | Age: |
Male | 1 | 18-24 years old | 1 |
Female | 2 | 25-34 years old | 2 |
| 35-44 years old | 3 |
Usual place of residence: | 45-54 years old | 4 |
New York City | 1 | 55-65 years old | 5 |
New York State | 2 | More than 65 years old | 6 |
New Jersey | 3 | |
Connecticut | 4 | Occupation: |
Other USA | 5 | Working full time (30 hours plus) | 1 |
Scotland | 6 | Working Part time (less than 30 hours) | 2 |
Other SPECIFY | x | Self employed | 3 |
| Retired | 4 |
Nationality | Unemployed | 5 |
American | 1 | Out of work due to disability or illness | 6 |
Scottish American | 2 | Carer for home/children | 7 |
Scottish | 3 | Full time education | 8 |
Other | x | |
| Interview location: |
Scotland's Village, Grand Central Station | 1 |
Scottish Run, Central Park | 2 |
Silver of the Stars, Forbes Gallery | 3 |
Scotland Rocks, Bowery Ballroom | 4 |
Concert, British Memorial Garden, Old Slipway | 5 |
Hello, my name is ________ from Market Probe International, an independent market research company. We are conducting a survey of people visiting this event to find out what you think about it. INTERVIEWER NOTE: IF ASKED EXPLAIN THAT THE SURVEY IS BEING CONDUCTED ON BEHALF OF THE SCOTTISH EXECUTIVE, PART OF THE GOVERNMENT OF SCOTLAND.
SECTION ONE: AWARENESS OF TARTAN WEEK AND EVENTS
Q1 Have you heard of 'Tartan Week', a series of events held annually in New York to celebrate all that's best about Scotland?
Yes | 1 | ASK Q2 |
No | 2 | GO TO Q4 |
Not sure | 3 | ASK Q2 |
Q2 Did you attend any events at Tartan Week in 2006? RECORD IN 1 ST COL. BELOW
NOTE: TARTAN WEEK WAS HELD IN NEW YORK AT THE BEGINNING OF APRIL
Q3 Are you aware that the event you are currently visiting is part of Tartan Week? RECORD IN 2 ND COL. BELOW
| Q2 attended 2006 | Q3 aware event |
Yes | 1 | 1 |
No | 2 | 2 |
Not sure | 3 | 3 |
SHOWCARD B
Q4 Are you aware of these events which are also part of Tartan Week 2007? (RECORD IN 1 ST COL. BELOW)
Q5 And have you attended or are you planning to attend any of these events? (RECORD IN 2 ND COL. BELOW)
| Q4
Aware | Q5
Attendance |
The Scottish Village, Grand Central Terminal | 1 | 1 |
The Scotland Run, Central Park | 2 | 2 |
Dressed to Kilt, Capitale, 130 Bowery | 3 | 3 |
Tartan Day Parade, 6th Avenue | 4 | 4 |
Second Annual Tartan Army Football Match | 5 | 5 |
Concert, British Memorial Garden, Hanover Square | 6 | 6 |
Silver of the Stars exhibition, Forbes Gallery | 7 | 7 |
Whisky Live! Pier 60 | 8 | 8 |
Scotland Rocks New York concert, Bowery Ballroom | 9 | 9 |
New Scotland New York Live concert, The Knitting Factory | 10 | 10 |
John Paul Jones, America's Hero, New York Historical Society | 11 | 11 |
Did You Used to be R D Laing?, play at American Theatre of Actors | 12 | 12 |
The Island Tapes - a new way to work the world, New York Historical Society | 13 | 13 |
In the Footsteps of George Orwell, Housing Works Used Book Café | 14 | 14 |
Poetry from Scotland, National Arts Club | 15 | 15 |
Andrew O'Hagan and James Robertson, Housing Works Used Book Café | 16 | 16 |
Ian Rankin, New York Public Library/Barnes and Noble | 17 | 17 |
Mark McNay and Alison Miller, KGB Bar | 18 | 18 |
The Stornoway Kids, West Park Presbyterian Church | 19 | 19 |
John Muir, The New York Historical Society | 20 | 20 |
Museum of Piping, Over the Isles, New York Historical Society | 21 | 21 |
Tartan Day on Ellis Island | 22 | 22 |
Rash, American Theatre of Actors | 23 | 23 |
Glenfiddich 'Straight Up' performance by the Porridge Men, at different bars | 24 | 24 |
Belhaven Gathering performance by Suilven band, at different bars | 25 | 25 |
Festivals Showcase | 26 | 26 |
We-Entrepreneurs | 27 | 27 |
Other SPECIFY | x | x |
Don't know | y | y |
EVERYONE SHOULD ANSWER Q6
Q6 Are you a participant in this event, ie performer, runner, speaker, etc?
Q7 What are your main reasons for attending this event? DO NOT PROMPT. PROBE FULLY - ASK 'ANYTHING ELSE' TWICE
General interest in Scotland | 1 |
Wanted to find out more about Scotland generally | 2 |
Wanted to find out more about Scottish music/culture/sport | 3 |
Wanted to find out more about Scotland as a vacation destination | 4 |
Interested in subject | 5 |
Interested in event | 6 |
Always attend events at this venue/location | 7 |
Know someone who is taking part in event/supporting participant | 8 |
Sounded like a good day out/entertaining | 9 |
Other PLEASE SPECIFY | x |
|
Q8 Can you tell me what you have learned about Scotland at the event today? DO NOT PROMPT
…………………………………………………………………………………………………………………………………….
…………………………………………………………………………………………………………………………………….
SECTION TWO: AWARENESS OF MARKETING AND COMMUNICATION
Q9 Where did you find out about the event you are visiting? DO NOT PROMPT
Website SPECIFY | 1 |
What's On programme for Tartan Week | 2 |
Leaflets/flyers | 3 |
Editorial/news coverage in newspapers | 4 |
Advertisements in newspapers | 5 |
Magazine | 6 |
TV | 7 |
Radio | 8 |
Word of mouth - from friends/relatives | 9 |
Other SPECIFY | x |
Don't know/can't remember | y |
Q10 Have you seen any advertising or marketing for Tartan Week? DO NOT PROMPT
Tartan Week What's On Guide | 1 |
Lamp posts/Light pole banners around Grand Central Terminal | 2 |
Time Out New York advertisement | 3 |
nymag.com banner ad or email alert | 4 |
Other (specify) | x |
|
None | y |
SHOWCARD C
Q11a On a scale of 1 - 5, 1 being "very satisfied" and 5 being "very dissatisfied," how satisfied are you with the event you are attending?
Very satisfied | 1 | GO TO Q12 |
Quite satisfied | 2 | GO TO Q12 |
No opinion/don't know | 3 | ASK Q11B |
Quite dissatisfied | 4 | ASK Q11B |
Very dissatisfied | 5 | ASK Q11B |
Not yet attended the event | x | GO TO Q12 |
Q11b Why do you say that? DO NOT PROMPT PROBE FULLY
…………………………………………………………………………………………………………………………………….
…………………………………………………………………………………………………………………………………….
SHOWCARD D
Q12 Could you tell me which of these is the Scottish flag?
Flag 1 | 1 |
Flag 2 | 2 |
Flag 3 | 3 |
Flag 4 | 4 |
Flag 5 | 5 |
Flag 6 | 6 |
Don't know | X |
SHOW CARD E
Q13 Have you seen this Celebrate Scotland logo at this event or anywhere else? RECORD UNDER 1 ST COL. BELOW
SHOW CARD F
Q14 Have you seen the Tartan Week What's On Guide? RECORD UNDER 2 ND COL. BELOW
SHOW CARD G
Q15 Have you seen the Tartan Week light poles/lamp posts (around Central Station)? RECORD UNDER 3 RD COL. BELOW
| Q13 - logo | Q14 - Guide | Q15 - light poles |
Yes | 1 | 1 | 1 |
No | 2 | 2 | 2 |
Don't know/not sure | 3 | 3 | 3 |
SHOW CARD H
Q16 Have you accessed the website www.tartanweekny.com?
Q17 On a scale of 1 - 5, 1 being "very likely" and 5 being "very unlikely," how likely are you to return to Tartan Week events in 2008?
Very likely | 1 |
Quite likely | 2 |
No opinion/don't know | 3 |
Quite unlikely | 4 |
Very unlikely | 5 |
SECTION THREE: AWARENESS AND PERCEPTIONS OF SCOTLAND
SHOW CARD I
Q18 Whenever we think about a place, we have lots of different associations. From this list of words and phrases, please select the four that you would most associate with Scotland.
Successful | 1 |
Traditional | 2 |
Friendly People | 3 |
Unfriendly | 4 |
Confident | 5 |
Boring | 6 |
Modern | 7 |
Unwelcoming | 9 |
Proud | 10 |
Dynamic | 11 |
Beautiful scenery | 12 |
Busy cities | 13 |
Industrial | 14 |
Strong economy | 15 |
Good research and development facilities | 16 |
Well-connected | 17 |
Remote | 18 |
Culturally diverse | 19 |
Clean | 20 |
Safe | 21 |
Patriotic | 22 |
Good education system | 23 |
SHOW CARD J
Q19 Here is a list of things that some people have said about Scotland. Choosing your answer from this card, could you please tell me to what extent you agree or disagree with the following statements? 1 being "agree strongly" and 5 being "disagree strongly." ROTATE ORDER OF STATEMENTS. TICK START
| Agree strongly | Agree | Neither agree nor disagree | Disagree | Disagree strongly | Don't know |
Is a good place for a vacation | 1 | 2 | 3 | 4 | 5 | x |
Is a good place to do business and invest | 1 | 2 | 3 | 4 | 5 | x |
Is a good place to live | 1 | 2 | 3 | 4 | 5 | x |
Is a good place to work | 1 | 2 | 3 | 4 | 5 | x |
Has a good economy | 1 | 2 | 3 | 4 | 5 | x |
Has universities which are internationally acclaimed for research and science | 1 | 2 | 3 | 4 | 5 | x |
Is a good place to study | 1 | 2 | 3 | 4 | 5 | x |
Has some of the largest unspoilt scenery and wilderness in Europe | 1 | 2 | 3 | 4 | 5 | x |
Is patriotic and proud of its history and tradition | 1 | 2 | 3 | 4 | 5 | x |
Is a modern and vibrant place | 1 | 2 | 3 | 4 | 5 | x |
Q20 Have you ever been to Scotland?
Q21 What were the reason/s for your visit/s? RECORD ALL THAT APPLY.
Business/work | 1 |
Visiting friends/family | 2 |
Vacation | 3 |
Study | 4 |
Lived in Scotland | 5 |
Other | 6 |
Q22 As part of this research, we are sending out a questionnaire by email in a couple of months. There will be a fantastic prize draw for those who return the questionnaire. Could I have an email address where we can send the questionnaire in June?
Email address
_______________________________________________
COLLECT CLASSIFICATION, THANK AND CLOSE
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