A survey was constructed to measure opinions on ad creatives, message usefulness, attitudes toward ads and brands for low involvement products. The survey was coded in IBM SPSS Statistics to analyze descriptive statistics and correlations for ad novelty, message usefulness, and demographics including nominal, ordinal and scale measures. Sample analyses in SPSS included a Pearson correlation between age and TV watching time and a crosstabulation between downloading music/films and cinema visits to find relationships between behaviors.

1. Survey Construction
& IBM SPSS Statistics

2. Scale survey constructed to measure opinions of Ad Creative Novelty, Message Usefulness,
Attitudes toward the ad, and Attitudes toward the brand for low involvement product
categories.

3. Ad Novelty & Message Usefulness survey coded, labeled and assigned values in IBM®
SPSS® Statistics to analyze descriptive statistics and correlations.

4. Demographic survey that included Nominal, Ordinal, and Scale measures coded, labeled
and assigned values in IBM® SPSS® Statistics to analyze descriptive statistics and
correlations.

5. Sample Pearson Correlation analyzed to measure the correlation between Age of
household member and Avg. number of minutes spent watching T.V. The Pearson
Correlation indicates that there seems to be no relationship between the two behaviors.

6. Sample Crosstabulation analyzing behaviors. This crosstab
analyzes nominal responses for “ever spend time on
downloading music or films” with “visited the cinema in the
past 12 months” in an effort to find a relationship between
the two behaviors.