QUESTIONNAIRE EFFECTS OF TELEVISION ADVERTISING ON WOMEN IN INDIA AND IRAN: A COMPARATIVE STUDY Dear Respondent, I am pursuing doctoral research on the EFFECTS OF TELEVISION ADVERSITING ON WOMEN IN INDIA AND IRAN : A COMPARATIVE STUDY under the guidance of Prof. K.J. Joseph in the Department of Studies in Communication and Journalism, University of Mysore, Manasagangothri, Mysore. Please feel free to share your views and experience on the impact of television advertising on women in India and Iran. The information provided by you will be utilized for research purpose only. I solicit your kind cooperation in this regard. Thanking you, Yours Sincerely (HENGAMEH BEBSODEH) Research Scholar 314
1. Name : Interview Schedule PART-1: Personal Information 2. Gender : Male : Female: 3. Age (in Years) : < 40years / > 40years 4. Education : Secondary/ Pre-university/Degree/ Masters Degree and Above 5. Profession : Agriculturist/Businessmen/ Public Service/ Private Service/Housewife/Unemployed 6. Socio Economic Status : Upper Class / Middle Class/ Lower Class 7. Religion : Hindu / Muslim / Christian / Jains / Buddhists PART-II: Television Viewing Behavior Pattern of Women 1. Do you watch television : Yes No 2. Place of television watching (a) At home (d) At friend s house (b) At neighbor s house (e) At community TV (c) At relative house (f) School (g) Hostel (h) Any other place (Specify) 3. Mention with whom do you usually view the television? (a) Alone (d) Friends (b) Parents (e) Relatives (c) Siblings (f) Publics 4. When do you view television? : (a) At a specific time (b) To view a specific program (c) Flexible Time 5. Mention the physical position of viewing the television. (a) Sitting on the floor (d) Lying on the floor (b) Lying on the sofa (e) Standing (c) Sitting on the chair /sofa (f) Any other 6. Mention the distance between the television set and your usual place of viewing the television. (a) Near (meters) (b) Normal (meters) (c)far (Meters) 315
7. Who decides the programme and time of television viewing at home? (a) Yourself (adolescent) (d) Elders (b) Parents (e) Any other (c) Siblings 8. When do you have discussions about the television programs? (a) Before viewing (b) While viewing (c) After viewing 9. With whom do you discuss the television programs? (a) Parents (c) Friends (b) Siblings (d) Any other (Specify) 10. Do you engage yourself in any other activity while watching the television? (a) Reading + television viewing (b) Writing + television viewing (c) Eating + television viewing (d) Home work + television viewing (e) Household work+ television viewing (f) Playing + television viewing (g) Any other work + television viewing 11. How do you distribute the time for viewing television? Number of Hours Viewed Days Regular Days Saturdays Sundays Holidays Morning (till 12 am) Afternoon (12am- 4Pm) Evening (4Pm9Pm) Night (7pm10pm) Late Night (Above 10 pm) Total 12. What are the objectives of television viewing? Sl.No. Objectives Yes No 1. To gather information 2. To gain education 3. To derive entertainment 4. To watch advertisements 5. To develop personality 6. To gain emotional strength 7. To escape from parental absenteeism 8. To escape from sibling absenteeism 316
9. To avoid sibling rivalry 10. To avoid peer rejection 11. To spend time in the absence of friends 12. To spend time in the absence of family members 13. To avoid meeting people 14. To find a substitute for companions 15. Any other (Specify) PART-III: Priority Accorded to Various Television Programmes (High, Moderate and Low) Sl. No Programmes High Moderate Low 1. News and current affairs 2. News bulletins 3. Documentaries 4. Discussions/Interviews 5. Film Songs 6. Music (vocal/instrumental) 7. Dance programs 8. Sports programs 9. Regional Bollywood Hollywood Other 10. Health Programs 11. Educational programs 12. Human Interest Programs 13. Cultural Programs 14. Development Programs 15. Programs for adolescents & Women 16. Fashion Show 17. Advertisements 18. Life Style 19. Any Other (Specify) 14. Mention the frequency of viewing the television programmes? Sl. Frequency of Viewing Programmes No Daily Weekly Fortnightly Rarely Never 1. News and current affairs 2. News bulletins 3. Documentaries 4. Discussions/Interviews 5. Film Songs 6. Music (vocal/instrumental) 7. Dance programs 8. Sports programs 317
9. Regional Bollywood Hollywood Other 10. Health Programs 11. Educational programs 12. Human Interest Programs 13. Cultural Programs 14. Development Programs 15. Programs for adolescents & Women 16. Fashion Show 17. Advertisements 18. Life Style 19. Any Other (Specify) 15. Mention the languages in which you view the television programs. Sl.No. Languages Yes No 1. Kannada 2. Hindi 3. Tamil 4. Telugu 5. Malayalam 6. English 7. Persia 8. Any other (Specify) Part-IV: Perception of Women towards Advertising (Tick the appropriate response namely SA=Strongly Agree; A=Agree, CS=Can t Say, D=Disagree and SD=Strongly Disagree) Sl.No. Attitude SA A CS D SD 1. The advertising is a tool of marketing management 2. The advertising provides the benefit of exposure to goods and services 3. The advertising builds image for the goods and services 4. The advertising facilitates reputation management of organizations 5. The advertising creates desire for consumption of goods and services 6. The advertising bridges the gap between the manufacturers and consumers. 7. The advertising is a tool of corporate communication. 8. The advertising facilitates successful creation of 318
brand. 9. The advertising facilitates better consumer retention. 10. The advertising enables better customer relationship management. Part V: Gratifications of Television Advertising Services among Iranian and Indian Women (Tick the appropriate response namely SA=Strongly Agree; A=Agree, CS=Can t Say, D=Disagree and SD=Strongly Disagree) Sl. No. Statement SA A CS D SD 1. I use television advertising since it motivates me to acquire skills for consumption of goods and services 2. I use television advertising because it causes cognitive response awareness 3. I use television advertising because it arouses interest about changing lifestyles and consumption patterns. 4. I use television advertising because it improves the standard of living by encouraging healthy consumption patterns 5. I use television advertising because it creates a lifestyles segment, particularly among women. 6. I use television advertising because it teaches proper social manners to women. 7. I use television advertising because it brings about self-actualization through projection of role models 8. I use television advertising because it brings about a strong entrepreneurial spirit and desire for success among women 9. I use television advertising because it reveals more images of individualism that are especially appealing to the women. 10. I use television advertising because it has brought about dramatic role shift among women 11. I use television advertising because it has created fashionable and liberal women 12. I use television advertising because it has created a new generation of women characterized by a unique image-consciousness 13. I use television advertising because it has added new dimension to leisure behavior and time orientation of women 14. I use television advertising because it has popularized the new marketing concepts that have changed gender equation 15. I use television advertising because it has brought 319
about a great transition in the human values which empower the women 16. I use television advertising which has redefined the relationship between the man and women in terms of economic interest 17. I use television advertising which increases the female influence in consumption related decision making in the family 18. I use television advertising which encourages the women to adapt themselves to the changing environment 19. I use television advertising because it has brought about remarkable changes in the attitude of women 20. I use television advertising because it motivates women to increase their bargaining power. 21. I use television advertising to find out things I need to know in my daily life 22. I use television advertising because it helps me in my day to day activities 23. I use television advertising because it creates a more liberalized social system which benefits women. 24. I use television advertising because it stimulates the desire among women for better things in life 25. I use television advertising to gain control of economic activities 26. I use television advertising because it enables me to become familiar in the cultivation of modern consumption patterns. 27. I use television advertising because it has changed the role of women in modern society 28. I use the television advertising because it helps me to save money in the purchase of goods and services 29. I use the television advertising to look for products/ services at bargain prices. 30. I use the television advertising because it creates the desire for better living among women 320
Part VI: Impact of Television Advertising on Women (Tick the appropriate response namely SA=Strongly Agree; A=Agree, CS=Can t Say, D=Disagree and SD=Strongly Disagree) Sl. No. Statement SA A CS D SD 1. Television advertising is a necessity for women in modern society 2. Television advertising is a major source of information for women on the availability of goods and services. 3. Television advertising is an important source of decision making for women on products and services 4. Television advertising attracts the attention of women on goods and services 5. Television advertising motivates women to create conducive business environment 6. Television advertising engineers the consent of women for the consumption of goods and services 7. Television advertising generates income to the advertisers through active women s participation 8. Television advertising opens new frontiers for advertisers by effective persuasion of women 9. Television advertising effectively disseminates the marketing messages to the women 10. Television advertising has an agenda setting function of engineering the support of women 11. Television advertising uses the celebrities for greater acceptance of brand by the women 12. Television advertising stimulates the desire for better things in life among women 13. Television advertising stimulates action in the minds of women 14. Television advertising has brought about the shift from traditional to mass market that benefits women 15. Television advertising has created rapid globalization of goods and services that benefit women. 16. Television advertising changes the hierarchical role positions that affect women 17. Television advertising brings about a strong entrepreneurial spirit and desire for success among women 18. Television advertising has brought about a dramatic change in the attitude of women. 19. Television advertising has created a more liberalized social system that benefits women 20. Television advertising has brought about a great transition in the human values that benefit women 21. Television advertising is a threat to gender justice 22. Television advertising is the prevalent and toxic of the mental pollutants of women 321
23. Television advertising is part of bone marrow of corporate capitalism that affects women 24. Television advertising has translated the human relations into commodity relations that degrade women 25. Television advertising creates an unrealistic social environment that affects women 26. Television advertising creates blunt exertion of influence on the women. 27. Television advertising is a tool of manipulation which affects women 28. Television advertising produces negative emotional appeals on women. 29. Television advertising causes certain wasteful expenditures by women in the family. 30. Television advertising creates erroneous impressions in the minds of women. 31. Television advertising is offensive to generally accepted standards of public decency 32. Television advertising facilitates niche marketing in the minds of women 33. Television advertising is known for high impact on the consumption patterns of women 34. Television advertising has spread the consumer culture that affects women. 35. Television advertising has brought about materialism that affects women. 36. Television advertising has caused the destruction of indigenous culture that degrades women 37. Television advertising has increased the entertainment expenses of women 38. Television advertising promotes western lifestyles among women. 39. Television advertising increases the materialistic affluence rather than cultural affluence among women 40. Television advertising promotes the commodity economy that affects women. 41. Television advertising creates a lucrative consumer market that affects women 42. Television advertising introduces new market values that affect women 43. Television advertising highlights market oriented characteristics at the cost of gender equity. 44. Television advertising motivates women to increase their material possessions 45. Television advertising creates images that affect women. 46. Television advertising causes significant changes in family ideologies that affect women. 47. Television advertising causes significant changes in social relations that affect women 322
48. Television advertising promotes hyper commercialism among women 49. Television advertising creates health disorders in women due to negative consumption patterns and unhealthy lifestyles 50. Television advertising makes women suffer from neuroticism 51. Television advertising makes the women suffer from desensitization 52. Television advertising makes the women develop gullibility 53. Television advertising makes the women cultivate unfair sexuality 54. Television advertising makes the women suffer from poor body image 55. Television advertising makes the women suffer from obesity 56. Television advertising produces negative emotional appeals among women 57. Television advertising portrays the women as sex objects 58. Television advertising is offensive to the generally accepted standards of human decency that affects women 59. Television advertising brings about interpersonal disharmony within the family that affects women. 60. Television advertising does not reflect the concern of advertisers towards women 61. Television advertising promotes gender based discrimination practiced by the market forces 62. Television advertising has resulted in the sacrifice of individualism among the women 63. Television advertising promotes free market economy at the cost of gender justice 64. Television advertising has redefined the man woman relationship in terms of economic interest 65. Television advertising sells unrealistic dreams which affect the women 323