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Questionnaire template

Social Media Advertising Effectiveness

Measures whether consumers notice a brand's social media ads, how they judge them, and the effect on buying.

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Questions in this template

Your Social Media Use

  1. We want to learn how people notice and respond to our advertising on social media. The survey takes about five minutes.

  2. Which social media platforms do you use at least once a week? Select all that apply.

    Choose any that apply:

    • Facebook
    • Instagram
    • TikTok
    • YouTube
    • LinkedIn
    • X (Twitter)
    • Pinterest
    • Snapchat
    • None of these

  3. On a typical day, how much time do you spend on social media?

    Condition: Only for social media users

    Choose one:

    • Under 30 minutes
    • 30-60 minutes
    • 1-2 hours
    • 2-4 hours
    • More than 4 hours

Noticing Our Ads

  1. In the past four weeks, do you remember seeing any of our ads on social media?

    Condition: Only for social media users

    Choose one:

    • Yes
    • No
    • Not sure

  2. Where did you see our ads? Select all that apply.

    Condition: Only for respondents who remember seeing our ads

    Choose any that apply:

    • Facebook
    • Instagram
    • TikTok
    • YouTube
    • LinkedIn
    • X (Twitter)
    • Pinterest
    • Snapchat
    • Don't remember

  3. What kind of ads do you remember? Select all that apply.

    Condition: Only for respondents who remember seeing our ads

    Choose any that apply:

    • Image post
    • Video
    • Story
    • Carousel
    • Influencer post
    • Don't remember

  4. What do you remember about the ad or ads?

    Condition: Only for respondents who remember seeing our ads

    Open answer

What You Thought and Did

  1. How much do you agree with each statement about our ads?

    Condition: Only for respondents who remember seeing our ads

    • They were relevant to me
    • They looked appealing
    • Their message was clear
    • They were believable
    • I saw them too often

    For each row: choose one:

    • Strongly disagree
    • Disagree
    • Neither agree nor disagree
    • Agree
    • Strongly agree

  2. After seeing our ads, which of these did you do? Select all that apply.

    Condition: Only for respondents who remember seeing our ads

    Choose any that apply:

    • Clicked the ad
    • Visited our website
    • Followed our account
    • Shared or commented on the ad
    • Searched for us later
    • Bought the product
    • None of these

Influence on Buying

  1. How likely are you to buy from us in the next three months?

    Condition: Only for social media users

    Choose one:

    • Very likely
    • Somewhat likely
    • Neither likely nor unlikely
    • Somewhat unlikely
    • Very unlikely

  2. Compared with advertising on TV, print or websites, how much do social media ads influence what you buy?

    Condition: Only for social media users

    Choose one:

    • Much more
    • Somewhat more
    • About the same
    • Somewhat less
    • Much less

  3. What makes an ad on social media catch your attention?

    Condition: Only for social media users

    Open answer

About You

  1. Which age group are you in?

    Choose one from a list:

    • 18-24
    • 25-34
    • 35-44
    • 45-54
    • 55-64
    • 65 or over

  2. What is your gender?

    Choose one:

    • Female
    • Male
    • Non-binary
    • Prefer not to say