NOAA Awareness and Positioning Development Survey

Step 2: NOAA Awareness and Positioning Development
INVITATION TO STEP 2
Kelton Research, a leading national independent research firm, is conducting a brief survey on behalf of
NOAA. We would like to ask you a few questions for this national opinion study. This effort is in no way related to any sales promotion.
Using the link below, please take a few minutes to fill out this survey and share your opinions with us. The
answers you submit will be protected. Survey results are analyzed at the aggregate level and your answers
will be used for this study only.
Thank you for your time.

Thank you for taking the time to share your opinions with us. Let’s start with a few general questions.
SCREENER QUESTIONS
1.

To begin with, what is your age? OPEN END NUMERIC, TERMINATE UNDER 18

2.

For classification purposes, what is your gender?
1) Male (QUOTA FOR GENERAL POPULATION = ~48%)
2) Female (QUOTA FOR GENERAL POPULATION = ~52%)

GENERAL POPULATION ATTITUDES & AWARENESS QUESTIONS
(ASK ONLY AMONG THOSE CODED AS #1 IN Q2)
3.

How important is it to study and conduct research on the earth’s environment?
1) Very important
2) Somewhat important
3) Not very important
4) Not at all important

4.
5.

What do you see as the most important area of research on the earth’s environment? Please be
as specific as possible. OPEN END
In general, would you say the earth’s environment is…to your day-to-day life?
1)
2)
3)
4)

Very important
Somewhat important
Not very important
Not at all important

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6.

What issues today do you feel are more important than the earth’s environment? OPEN END

7.

What issues today do you feel are less important than the earth’s environment? OPEN END

8a.

What government agencies are involved in the research and study of the earth’s environment?
OPEN END
What about the weather?
And what government agencies are involved with understanding and tracking hurricanes?
And what government agencies are involved in protecting and conserving marine life?
And what government agencies are involved in protecting and managing the coastlines?
And what government agencies are involved in maintaining an Earth-observing satellite system?

8b.
8c.
8d.
8e.
8f.

BEGIN SERIES, ROTATE AGENCIES BELOW
9.
How reliable do you think information about these kinds of issues would be coming from each of
the following agencies? Please use the scale below for your answers.
1)
2)
3)
4)
9a.
9b.
9c.
9d.
9e.

Very reliable
Somewhat reliable
Not very reliable
Not at all reliable

NASA – the National Aeronautics and Space Administration
EPA – the Environmental Protection Agency
USGS – the US Geological Survey
DOE – the Department of Energy
NOAA – the National Oceanic and Atmospheric Administration

10.
Now I would like to know the first thing that comes to mind when you see a few words. There are no right or
wrong answers, I just want you to tell me the very first word or phrase that comes to mind when you see
_________. (ROTATE FROM LIST)

a.
b.
c.
d.
e.
f.

Weather
Oceans
Climate
Marine life
Coastlines
hurricanes

11. Overall, how interested are you in knowing about ____________. (Rotate FROM LIST) Would you say
you are
a.
b.
c.
d.

Very interested
Somewhat interested
Not to interested
Not at all interested

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12. How important is it to you that a government agency be involved in research and the study of
__________? (ROTATE FROM LIST) Would you say it is essential, desirable, or not really important?
a.
b.
c.
d.
e.
f.
g.
h.

Fisheries
Oceans
Weather
Coastal Management
Severe weather forecasting
Climate change
Floods
Hurricane warnings

13. What is the first word or phrase that comes to mind when you think of NOAA, the National Oceanic and
Atmospheric Administration?
14. As you think about NOAA, what one word or phrase would you use to describe your feelings or emotion?
15a.

How familiar are you with the National Weather Service?
1) Very familiar
2) Somewhat familiar
3) Not very familiar
4) Not at all familiar

15b. How familiar are you with the National Hurricane Center?
1) Very familiar
2) Somewhat familiar
3) Not very familiar
4) Not at all familiar
16a.

How familiar are you with the National Disease Center ?
1) Very familiar
2) Somewhat familiar
3) Not very familiar
4) Not at all familiar

16b. How familiar are you with the National Environmental Satellite, Data, and Information Service?
1) Very familiar
2) Somewhat familiar
3) Not very familiar
4) Not at all familiar
16c. How familiar are you with the National Marine Fisheries Service?
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1) Very familiar
2) Somewhat familiar
3) Not very familiar
4) Not at all familiar
16d. How familiar are you with the National Forestry Service?
1) Very familiar
2) Somewhat familiar
3) Not very familiar
4) Not at all familiar
16e. How familiar are you with the National Ocean Service?
1) Very familiar
2) Somewhat familiar
3) Not very familiar
4) Not at all familiar
17.

Is _________ a part of NOAA? ROTATE AGENCIES BELOW
1)Yes
2)No

17a.
17b.
17c.
17d.
17e.
17f.
17g.
18.

National Weather Service
National Hurricane Center
National Disease Center
National Environmental Satellite, Data, and Information Service
National Marine Fisheries Service
National Forestry Service
National Ocean Service
Considering all of the things NOAA does, overall how would you say they rate on ____________?
(ROTATE FROM LIST USED IN Q12) Even though you might not be very familiar with NOAA and
some of their services, we would like to know what you think. Would you say they definitely do a
good job, do an okay job, or really don’t do a good job in this area?

Now we would like to look specifically at the National Weather Service:
19.

What is the first word or phrase that comes to mind when you think of the National Weather Service?

20.

As you think about the NWS, what one word or phrase would you use to describe your feelings or
emotions?

21.

What do you feel is the single most important thing they do? PROBE What else do they do?
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22.

And what, if any, problems do you associate with the NWS? PROBE Any others?

23.

How important is_____________ to you? Would you say that it is essential, desirable, or not
really important?
NOTE: SPECIFIC LIST OF 8-10 BENEFITS TO COME FROM STEP ONE AND WORDING OF
QUESTION ADJUSTED TO SUIT BENEFITS. THE SCALE WILL NOT CHANGE.

24.

Thinking about all the things the NWS does, overall how would you say they rate on ____________?
Would you say they definitely deliver, do an okay job, or really don’t do a good job?
NOTE: SPECIFIC LIST OF 8-10 BENEFITS TO COME FROM STEP ONE AND WORDING OF
QUESTION ADJUSTED TO SUIT BENEFITS. THE SCALE WILL NOT CHANGE.

25. A. Finally, how important do you feel the work the NWS does is to you personally in your life? Would
you say it is
a.
b.
c.
d.

Very important
Somewhat important
Not too important
Not at all important

B. IF VERY OR SOMEWHAT ASK: Why is that?
26. A. And what about NOAA? How important do you feel the work NOAA is doing to you personally in your
life? Would you say it is
a.
b.
c.
d.

Very important
Somewhat important
Not to important
Not at all important

B. IF VERY OR SOMEWHAT ASK: Why is that?

DEMOGRAPHIC QUESTIONS
27.

Do you have any children who live in your home currently?
1) Yes
2) No

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28.

What is your current marital status? Are you married or living as married, single, widowed,
separated, or divorced?
1) Married or living as married
2) Single
3) Widowed
4) Separated
5) Divorced

29.

In which state do you live? DROP DOWN MENU WITH 50 STATES PLUS DC, ARRANGE
ALPHABETICALLY

30.

Do you live in the city, the suburbs, or in a rural area?
1) City / urban area
2) Suburbs
3) Rural area

31.

What was your last level of formal education?
1) Grade school
2) Some high school
3) Graduated from high school
4) Some college
5) Graduated from college
6) Graduate or post-graduate work
7) Technical or vocational school

32.

Are you Hispanic or Latino?
1) Yes
2) No

33.

What is your race? SELECT ALL THAT APPLY
-- American Indian or Alaska Native
-- Asian
-- Black or African American
-- Native Hawaiian or Other Pacific Islander
-- White

34.

Which of the following categories includes your total household
income for last year?
1) Less than $20,000
2) $20,000Survey material proprietary to Harmonic International, LLC

$29,999
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3) $30,000-$39,999
4) $40,000-$49,999
5) $50,000-$59,999
6) $60,000-$69,999
7) $70,000-$79,999
8) $80,000-$89,999
9) $90,000-$99,999
10) $100,000 or more
11) Prefer not to say
Thank you very much for your time. We appreciate you sharing your opinions with us.

Paperwork Reduction Act Statement
Response to this survey is voluntary. Public reporting burden for this collection of information is estimated
to average 20 minutes per response, including the time for reviewing instructions, searching existing data
sources, gathering and maintaining the data needed, and completing and reviewing the collection of information. Send comments regarding this burden estimate or any other suggestions for reducing this burden
to Patricia Huff, NESDIS: patricia.huff@noaa.gov, PH: 30-1-713-1127.
Notwithstanding any other provisions of the law, no person is required to respond to, nor shall any person
be subjected to a penalty for failure to comply with, a collection of information subject to the requirements of
the Paperwork Reduction Act, unless that collection of information displays a currently valid OMB Control
Number.

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