NATIONAL ANALYSIS OF CEE 2001
Energy Starฎ HOUSEHOLD SURVEYS
FINAL REPORT
Prime Contractor
The Cadmus Group, Inc.
Subcontractors
XENERGY Consulting, Inc.
Nexus Market Research
for
Energy Starฎ
Climate Protection Partnerships Division
U.S. Environmental Protection Agency
Washington, D.C.
Contract No. 68-W-00-124; Work Assignment 1-12
Deliverable:
August 1, 2002
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Table of Contents
Executive Summary ES-1
Introduction 1
Methodology 3
Recognition 5
Understanding 13
Influence 21
Information Sources 27
Appendices
Detailed Methodology A-1
Demographic Information B-l
2001 CEEMail Survey Questionnaire C-l
2001 CEE WebTV Survey Questionnaire D-l
2001 CEE Telephone Follow-up Survey Questionnaire E-l
2000 CEE Mail Survey Questionnaire F -1
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EXECUTIVE SUMMARY
In the fall of 2001, the Consortium for Energy Efficiency (CEE) sponsored the second national
household survey of consumer awareness of Energy Star. Building on the 2000 mail survey
effort, CEE revised the mail questionnaire, developed a follow-up phone survey instrument, and
developed a third survey protocol for implementation on WebTV. The survey objectives were
largely unchanged from 2000: to collect national data on consumer recognition, understanding,
and purchasing influence of the Energy Star label, as well as data on messaging, product
purchases, and information sources used by households in their purchasing decisions. As in the
2000 survey, CEE and participating members made the 2001 survey data publicly available.
During the interval between the 2000 and 2001 surveys, a key component of the national
Energy Star program strategy was to support the initiatives of regional energy efficiency
program sponsors, who partner with the U.S. Environmental Protection Agency and the U.S.
Department of Energy in promoting the Energy Star label to their constituents. Airings of
national Public Service Announcements (PSAs) were diminishing, with EPA planning the launch
of its new campaign, Change, for the fall of 2001a campaign delayed by September 11 events.
This report discusses the results of the CEE 2001 Energy Star Household Awareness Survey,
building on the prior year's survey information and focusing on the extent to which consumers
recognized the label, understood its intended messages, and used (or were influenced by) the label
on their energy-related purchasing decisions. Research questions of interest included:
The media and products on which the Energy Star label was seen
The effect of increased publicity on Energy Star label recognition, understanding, and
influence
The relationship of household demographics and purchases to label awareness
Loyalty to the Energy Star label
Key messages as they relate to the Energy Star label
A comparison of sources where households saw or heard of the label to sources that
households most likely consulted for information on product categories that qualify for the
Energy Star label
Baseline information prior to the launch of the Change campaign
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Key Findings from Cross-Tabulations (2001 Mail Survey):
Nationwide, 40 percent of consumers recognize (with a visual aid) the Energy Star
label.
Approximately 54 percent of consumers communicate at least a general level of
understanding of the label.
Of consumers who recognized the Energy Star label, 82 percent report purchasing at
least one eligible product in the past 12 months.
Nationwide, 23 percent of all households knowingly purchased at least one qualifying
Energy Star product in the last twelve months.
Of consumers who purchased an Energy Star labeled product, 54 percent report that
the label influenced their purchasing decisions "very much" or "somewhat," and another
18 percent "slightly."
Of those who purchased an Energy Star labeled product and received discounts, 64
percent report they were "very much" or "somewhat likely" to have purchased the product
without the discount. Another 25 percent were "slightly likely" to have purchased the
product without the discount.
Consumers report, at 71 percent, they were "very likely" or "somewhat likely" to
recommend Energy Star to a friend, and another 16 percent were "slightly likely."
In addition, survey findings are fairly consistent between the 2000 and 2001 mail surveys, and all
key indicators are fairly stable across both WebTV and mail survey methods for 2001. The results
of the 2001 surveys show that measured levels of recognition, understanding, and influence of the
Energy Star label are reliable indicators of national awareness.
Key Findings from Publicity-level Analyses
More consumers recognize (with a visual aid) the Energy Star label in high-publicity
areas than in low-publicity areas with a high degree of statistical significance. High-
publicity areas are defined as those areas with active Energy Star promotions by a
regional program sponsor for two or more years.
Across both the mail and WebTV surveys, consumers associate the Energy Star label
with products commonly promoted in high-publicity areas by regional program sponsors at
a higher rate than in low-publicity areas.
Among those who recognize the label with a visual aid, consumers in high-publicity areas
communicate a general or high level of understanding (60 percent) of the Energy Star
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label at a statistically significant higher rate than in low-publicity areas (51 percent,
p<0.01).
Among key messages cited by consumers, the difference between high- and low-publicity
groups is measurable at p<0.01 for "Saving money on operation" and "Environmental
Benefit." Other key messages are cited relatively infrequently.
Nationally, a statistically measurable higher percentage of pre-aware consumers in high-
publicity areas purchased an Energy Star labeled product within the past 12 months
than in low-publicity areas.
For those who report being influenced by the label "very much," the difference between
high- and low-publicity areas is highly statistically significant.
Consumers in high-publicity areas who recognize the label with a visual aid, more often
saw or heard of the label on common media channels than respondents in low-publicity
areas.
Conclusions
This second national study of household awareness of the Energy Star label confirms key
findings from the 2000 survey, with the following findings for 2001:
More than half of all households, including those that had seen the label previously and
those that had seen it for the first time, acknowledged at least a general understanding of
the label's message.
Label awareness and understanding are greater in areas where promotional activity is high.
The label's influence on purchasing decisions is greater in areas with higher promotional
activity.
More than half those who purchased Energy Star labeled products were "somewhat" or
"very much" influenced by the presence of the label on the product.
Of those who purchased an Energy Star labeled product and received a rebate or
discounted financing, approximately 66 percent of mail survey respondents and 82 percent
of WebTV survey respondents indicated they would have been somewhat or very likely to
have bought the Energy Star labeled product even without the financial incentive.
Publicity from active regional program sponsors increases awareness. In numerous cases
for many indicators of awareness, the differences between high- and low-publicity areas are
large and in most cases statistically significant.
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These findings confirm that a substantial portion of U.S. consumers recognize, understand, and are
influenced by the Energy Star label.
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INTRODUCTION
In the fall of 2001, the Consortium for Energy Efficiency (CEE) sponsored the second national
household survey of consumer awareness of Energy Star. Building on the 2000 mail survey
effort, CEE revised the mail questionnaire, developed a follow-up phone survey instrument, and
developed a third survey protocol for implementation on WebTV. The survey objectives were
largely unchanged from 2000: to collect national data on consumer recognition, understanding,
and purchasing influence of the Energy Star label, as well as data on messaging, product
purchases, and information sources used by households in their purchasing decisions. Several
CEE members chose to supplement the national sample in their territories by conducting
additional surveys in New York, New Hampshire, and California. As in the 2000 survey, CEE
and participating members made the 2001 survey data publicly available.
This report discusses the results of the CEE 2001 Energy Star Household Awareness Survey,
building on the prior year's survey information and focusing on the extent to which consumers
recognized the label, understood its intended messages, and used (or were influenced by) the label
on their energy-related purchasing decisions. Research questions of interest included:
The media and products on which the Energy Star label was seen
The effect of increased publicity on Energy Star label recognition, understanding, and
influence
The relationship of household demographics and purchases to label awareness
Loyalty to the Energy Star label
Key messages as they relate to the Energy Star label
A comparison of sources where households saw or heard of the label to sources that
households most likely consulted for information on product categories that qualify for the
Energy Star label
Baseline information prior to the launch of the Change campaign
This report has two parts. Part I includes an Executive Summary, this introduction, a summary of
methods, key findings in four sections, and six appendices. Appendix A is the Detailed
Methodology; Appendix B summarizes Respondents' Demographic Information; and Appendices
C through F provide copies of the 2001 Mail, 2001 WebTV, 2001 Phone Follow-up, and 2000
Mail survey instruments, respectively. Part II presents cross-tabulations of the survey responses
for the 2001 Mail and WebTV surveys by publicity category. In all cases, the results presented
are properly weighted to obtain national estimates.
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METHODOLOGY
From August through November 2001, the Consortium for Energy Efficiency (CEE) designed and
fielded household surveys to obtain information at the national level on consumer awareness of
the Energy Star label. The surveys included (1) a mail survey based on a similar national survey
sponsored by CEE in September 2000, (2) a follow-up telephone survey to assess nonresponse
effects, if any, from the mail survey1, and (3) a WebTV survey with questions similar to those in
the mail survey. As in the 2000 survey, CEE and participating members made the 2001 survey
data publicly available.
The mail and WebTV surveys were implemented as national surveys. The sampling frame for each
survey is all households in the largest Nielsen Designated Market Areas (DMAs) that account for
approximately 70 percent of all U.S. households. In addition, a few CEE members sponsored more
intensive sampling (oversamples) for their states or service territories. These areas are referred to
as "sponsor areas." For sponsor areas, the frame was not limited to the large DMAs, but included
the entire state or service territory. Thus, the complete frame for the study was the combination of
the largest DMAs and any portions of sponsor areas that fell outside these DMAs.
As in the 2000 mail survey, to measure the effect of publicity on national awareness, the 56
DMAs were classified by publicity level. Upon reviewing the 2000 publicity classification
procedure, a simpler, modified approach was taken. The following criteria were applied for the
2001 CEE Energy Star Household Survey:
High publicity: At least two recent years of sustained promotions and publicity from
non-federal activities
Low publicity: Federal campaign activities only and no significant regional program sponsor
activities
Other: All other DMAs
This method simply distinguishes the high publicity categories from the low publicity categories
and provides clear and verifiable definitions. The key working definitions are:
Recent: The two years of activity must include the time of the survey fielding.
Sustained: The two years of activity must be continuous.
The telephone survey did yield an additional 56 responses to the mail survey which were not incorporated into the
analysis.
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Significant: In addition to any direct federal publicity efforts2, publicity efforts must
include a deliberate and multifaceted regional program sponsor investment in Energy
Star programming, such as direct marketing and promotional efforts.
These definitions are sufficiently operational to be applicable to future survey efforts, and can be
modified by simply increasing the duration of sustained high publicity.
The mail and WebTV samples are all stratified random samples as follows:
WebTV Survey Sampie. The WebTV sample is stratified by publicity category and
sponsor area. Three publicity categories and one sponsor area comprise the four strata. Full
and partial DMAs in the sampling frame that are not in sponsor areas were assigned to one
of the three publicity categories. However, individual DMAs were not treated as distinct
sampling strata. Each publicity stratum included all households in all full or partial DMAs
assigned to that publicity category. Each publicity category was allocated approximately
333 sampling points. The CEE members funding the oversample for their sponsor areas
determined the number of sampling points allocated to their strata.
Mail Survey Sample. The mail sample is stratified into 56 DMA strata and 3 CEE
member strata. One thousand sampling points were allocated among the 56 DMA strata.
Each DMA was assigned to 1 of the 3 publicity categories (High, Low, Other), and each
publicity category received approximately 333 sampling points. Within each publicity
category, the 333 sampling points were allocated among the DMAs in proportion to the
number of households in the full or partial DMA. The CEE members that sponsored
oversamples for their areas determined the number of sampling points allocated to each of
their strata. For each stratum, whether a full or partial DMA or a CEE sponsor area, the
survey implemented a simple random sample from all households in that area.
In this report, the mail and WebTV data are analyzed separately, providing two separate national
assessments of Energy Star label awareness. Data are cross-tabulated to highlight various top-
level indicators of awareness and analyzed by publicity category to determine the effectiveness of
EPA's model to increase awareness of Energy Star by supporting regional program sponsors.
During the September 2000 to September 2001 period, the federal ENERGY STAR program was planning its Change
campaign, and federal efforts were primarily focused on supporting regional program sponsors.
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RECOGNITION
The 2001 mail survey found that 40 percent of households claimed prior recognition of Energy
Star when shown the Energy Star label (i.e., aided recognition). This finding is similar to the
2001 WebTV survey, which found that 39 percent of households recognized the label. Unaided
recognition of the Energy Star label was 25 percent.
For purposes of this analysis, a respondent is said to have recognized the Energy Star label if
they recalled having seen or heard of the label. Recognition of the Energy Star label was
explored in different ways depending on the survey mode. From the mail and WebTV surveys,
"aided" recognition was measured by showing the label and asking if the respondent recalled
seeing it before. With the WebTV survey, it was possible to ask the question without showing the
label and then to present the label and ask the respondent to correct the initial response,
measuring "unaided" recognition. Both methods are useful measurements of label recognition,
although unaided recognition is more conservative.
No statistically measurable changes in recognition of the Energy Star label were found across
survey methods or across years. During the interval between the 2000 and 2001 surveys, a key
component of the national Energy Star program strategy was to support the initiatives of
regional energy efficiency program sponsors, who partner with the U.S. Environmental Protection
Agency and the U.S. Department of Energy in promoting the Energy Star label to their
constituents. Reasons for the similarity in recognition rates between years may be attributable to
the fact that EPA's Change campaign was under development during the September 2000 to
September 2001 period, and EPA's previous public service announcements (PSA) for Energy
Star were winding down.
Recognition results of the different surveys are summarized in the next table.
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"Before this survey, had you ever seen or heard of this label?"
(Base = All Respondents)
Current
WebTV 2001
(aided)
Current
WebTV 2001
(unaided)
Current
Mail Only 2001
(aided)
Previous
Mail Only 2000
(aided)
Recognize Energy Star
Label
39.0%
25.0%
40.0%
41.0%
Sample size (n)
1,810 1,672
1,995
3,994
Standard Error
1.3%
1.1%
1.7%
1.5%
Number of Households
64,170,147
75,690,000
65,100,000
WebTV 2001 ES1: "Have you ever seen or heard of the Energy Star label?"
Mail 2001 Q2: "Before this survey, had you ever seen or heard of this label?"
Mail 2000 Q3: "Prior to this survey, had you ever heard of or seen this label?"
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Recognition by publicity category
Both aided and unaided recognition were higher in high-publicity areas (areas with an active local
Energy Star program sponsored by a utility, state agency, or other organizations for two or more
years) than in low-publicity areas. The 2001 mail survey showed that high-publicity areas
recognized the Energy Star label at 54 percent versus 31 percent in low-publicity areas. For the
WebTV survey, aided recognition was 50 percent in high-publicity areas compared with 32
percent in low-publicity areas. Unaided recognition was 38 percent in high-publicity areas
compared with 15 percent in low-publicity areas. The differences were highly statistically
significant (p < 0.0001) for all surveys and are consistent with the 2000 mail survey.
Recognition of the Energy Star Label by Publicity Category (p-value < 0.0001)
(Base = All Respondents)
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
54%
50%
31%
38%
32%
15%
~ High Publicity
~ Low Publicity
Current Mail Only Current WebTV 2001 Current WebTV 2001
2001 Aided Aided (n=1,810) Unaided (n=1,672)
(n=1,995)
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Product associations
The products with which consumers associate the Energy Star label are very similar between
the 2001 mail and WebTV surveys. Computers were the most common product, at almost 50
percent or more, followed by refrigerators at 50 percent, and washing machines at about 32
percent. Other large appliances, televisions, and central air conditioners were in the 20 to 30
percent range. Products supported by regional programs show strong association with the
Energy Star label, such as refrigerators, washing machines, dishwashers, and air conditioning
equipment. The strong association of the label with computers and televisions is probably the
combined effect of manufacturer labeling and the prevalence of these products in daily life.
Roughly 20 percent of households reported seeing the Energy Star label on microwaves, which
do not in fact have an Energy Star specification. However, microwave ovens were the least
recognized of all the kitchen appliances on both 2001 surveys.
The types of products on which households recalled seeing the Energy Star label were also
similar between the current mail and WebTV surveys and the 2000 mail survey. Some differences
were observed across methods and across years. The differences, however, are neither systematic
nor in most cases statistically measurable.
The products on which households recalled seeing the Energy Star label are summarized below.
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'Please mark the products, product literature, or packing where you have seen the Energy Star
label."
(Base = Pre-aware Respondents)
Computer or monitor
Refrigerator
Washing machine
Dishwasher
Television
Room air-conditioner
Central air conditioner
Microwave oven
Compact fluorescent light bulb
Computer printer
Furnace or boiler
Window
VCR
Copying machine
Lighting fixture
Thermostat
Newly built home
Scanner
Fax machine
Audio Product
Door
Heat pump
Insulation
Roofing material
Skylight
I 47%
57%
I 47%
52%
I 31%
ZZI 34%
I 29%
I 33%
~ 22%
I 29%
!~ 28%
126%
I 28%
~ 26%
1 19%
22%
17%
14%
] 17%
~ 13%
1 15%
~ 26%
J 15%
~ 15%
1 11%
] 13%
~ 14%
IS.%
Wo
~ 8%
~ 8%
7%
~ 10%
I 6%
11%
~ 6%
!~ 7%
I 5%
~ 10%
3 1%
1 1%
I 4%
] 6%
~ Current Mail Only
2001 (n=911)
~ Current WebTV 2001
(n=626)
0%
10%
20%
30%
40%
50%
60%
Mail 2001 Q5: "...mark with an X each of the products, product literature, or packaging on which
you have seen the Energy Star label."
WebTV 2001 Q5(a and b): "...please select each of the products, product literature, or packaging
on which you have seen the Energy Star label.
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Product associations by publicity category
In high publicity areas, across both 2001 surveys, the Energy Star label is more often associated
with product categories that are heavily promoted by regional energy efficiency program sponsors.
Consumers in high-publicity areas associated the label with commonly promoted product
categories (i.e., CFLs, refrigerators, washing machines, room air-conditioners) at a rate higher than
in low-publicity areas, and the differences were statistically significant (p<0.01).
On the other hand, computers, monitors, and VCRs products not heavily promoted by regional
energy efficiency programs showed a reverse trend with statistically measurable stronger
product association with the Energy Star label in low publicity areas.
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Product Association with Energy Star label by Publicity Category
(Base = Pre-Aware Respondents, Mail 2001 Only)
(n=911)
"Refrigerator
'Computer or monitor
"Washing machine
'Room air-conditioner
Dishwasher
Central A/C
Television
"CFL
Microwave
Furnace/boiler
Window
"Lighting fixture
Computer printer
Copying machine
"VCR
Thermostat
Newly built home
Audio product
Insulation
Heat pump
Door
Scanner
Fax machine
Roofing material
Skylight
I 67%
I 23%
~ High Publicity
~ Low Publicity
0%
10%
20%
30%
40%
50%
60%
70%
"Difference between groups is statistically significant at p<0.01
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**Refrigerator
**Washing machine
**Dishwasher
*Computer or monitor
*Room air-conditioner
*Window
Central A/C
**Microwave
Television
**CFL
**Lightingfixture
Furnace/boiler
Newly builthome
VCR
Computerprinter
Door
Copyingmachine
Insulation
Audio product
Skylight
Scanner
Fax machine
Heat pump
Thermostat
Roofing material
o%
Product Association with the Energy Star label by Publicity Category
(Base = Pre-Aware Respondents, WebTV 2001 Only)
(n=626)
37%
56%
23%
45%
21%
43%
40%
51%
14%
34%
~ 21%
30%
24%
28%
I 27%
15%
21%
24%
~ 7%
21%
18%
~ High Publicity
~ Low Publicity
] 12%
8%
6%
8%
15%
8%
8%
7%
10%
6%
4%
4%
4%
10%
20%
30%
40%
50%
60%
**Difference between groups is statistically significant at p<0.01
*Difference between groups is statistically significant at p<0.05
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UNDERSTANDING
Fifty-four to 56 percent of households have at least a general understanding of the label with 34 to
38 percent exhibiting a high degree of understanding (based on 2001 mail and WebTV surveys,
respectively). In all surveys, understanding was probed by asking respondents what messages
came to mind when they saw the Energy Star label. Responses were categorized, coded
appropriately, and further classified as high, general or no understanding. Details on the coding
approach can be found in Appendix A.
The proportions of the households with at least a general understanding of the Energy Star
label were similar between survey modes and between years ( 2001 and 20001 mail survey results).
"Please look at the Energy Star label...type/write the messages
that come to mind when you see the label."
(Base = All Respondents)
Understanding of Energy
Star Label (oQ1 & oQ2)
Current
WebTV
2001
(n=1,936)2
Current
Mail Only
2001
(n=1,997)
Previous
Mail Only
2000
(n=3,482)1
High Understanding
38%
34%
37% - 40%
General Understanding
18%
20%
9% - 20%
No Understanding
44%
46%
42% - 50%
Total
100%
100%
100%
# of households (millions)
74.44
75.79
74.44
WebTV ES2 and ES4A1: "Please look at the Energy Star label at the left. Type the messages that
come to mind when you see the Energy Star label." and "Please look at the Energy Star label on the
left. Type the messages that come torn ind when you see the Energy Star label."
Mail 2001 Q1: "Please look at the Energy Star label above. Write the messages that come to mind
when you see the Energy Star label."
Mail 2000 Q1, Q2: "Please look at the Energy Star Label above. Write the first message that comes to
mind when you see the Energy Star Label." "Please write any other messages that come to mind
when you see the Energy Star Label."
^Because some of the codes for 2000 included a mix of two categories of understanding, results for the 2000 mail
survey are indicated in the table as ranges.
"On the Web TV survey, understanding was measured by combining respondents' answers to Questions ES2
and ES4A1, which were asked depending on respondents' answers to ESI ("Have you ever seen or heard of the ENERGY
STAR label?"). Therefore, the base represents all respondents.
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Understanding by publicity category
Understanding was greater in the high-publicity areas than in the low-publicity areas. The 2001
mail survey showed 60 percent in the high-publicity areas had at least a general understanding of
the label and 51 percent in the low-publicity areas. The WebTV survey showed 60 percent in the
high-publicity areas had at least a general understanding of the label as well and 54 percent in the
low-publicity areas.
The data show that households in high-publicity areas more frequently communicate the label's
message with a high level of understanding than in low-publicity households. The 2001 mail and
WebTV surveys showed similar differences between high- and low-publicity areas (16 percent and
15 percent respectively). The differences between the two publicity groups are highly significant
in both surveys (p<0.0001).
High Understanding of Energy Star Label by
Publicity Category
(Base = All Respondents with High Understanding)
Publicity
Category
Current Mail
Only 2001
(n=1,997)
Current WebTV
2001
(n=1,936)
High
46%
46%
Low
30%
31%
High-Low
16.0%
15.0%
p-value
<0.0001
<0.0001
Label messaging
Open-ended responses used to measure understanding are also an indicator of how effectively
EPA communicates its messages through the label. These data are available for the 2001 surveys
only, because the coding system for the 2000 data was different.
For all respondents, the most common answer to what comes to mind when seeing the Energy
Star label is "energy efficiency or energy savings," measuring 31 percent on the 2001 mail survey
and 38 percent on WebTV. This particular message is considered to be high understanding of
Energy Star.
The 2001 mail survey received higher responses in select categories, more responses overall, and a
greater variety of responses than the WebTV survey, which is probably a function of survey format
(i.e., respondents' typing skills, interactivity of WebTV).
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"What does the Energy Star label mean to you?" by Survey Method
(Base = All respondents)
Energy efficiency/savings
Energy conservation
Saving money on operation
Environmental benefit
Savings (unspecified)
Energy or environmental product standards
21%
^2%
21%
H1%
131%
] 38%
12%
] 6%
I 8%
]3%
Zl7%
]6%
tr
High Understanding
Energy, no link to efficiency
Mentions specific products
~ 21%
] 20%
I 7%
| 9%
General
Understanding
Electricity
Confused with EnergyGuide label
Environment, no link to benefits
Product standards, no linkto energy/environment
Quality
Government backing
Saving money on purchase
21%
ZJ2%
21%
1%
1%
H1%
21%
1%
1%
11%
Hi%
1%
1%
2 4%
J3L
~ Mail 2001
(n=1,472)
~ WebTV 2001
(n=1,375)
0% 5% 10% 15% 20% 25% 30% 35% 40%
WebTV ES2 and ES4A1: "Please look at the Energy Star label at the left. Type the messages that
come to mind when you see the Energy Star label." and "Please look at the Energy Star label on the
left. Type the messages that come torn ind when you see the Energy Star label."
Mail 2001 Q1: "Please look at the Energy Star label above. Write the messages that come to mind
when you see the Energy Star label."
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Messaging by publicity category
Several of EPA's most important messages exhibiting high understanding were mentioned by
respondents in high-publicity areas more frequently than in low-publicity areas by large margins.
Specifically, on the 2001 mail survey the difference between high- and low-publicity groups was
measurable at p<0.01 for "Saving money on operation" and "Environmental Benefit." On the
WebTV survey, "Energy efficiency or energy savings" and "Energy conservation" were
measurable at p<0.01 and p<0.05, respectively.
In both surveys, "Energy, no link to efficiency" was mentioned in low-publicity areas more often
than in high-publicity areas. The reason for this result is uncertain.
The 2001 survey results, by publicity level, are listed in the tables below. The results are similar
for both survey methods.
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Key Messages of Energy Star by Publicity Category
(Base = Mail 2001 Pre-aware Respondents)
(n=1,472)
Energy efficiency/savings
131%
-
Energy conservation
~ 14%
] 13%
-
**Saving money on operation
] 13%
I 5%
"Environmental benefit
110%
I 4%
TT
Savings (unspecified)
~ 2%
] 1%
High Understanding
Energy or Environmental Product Standards
] 1%
0%
Energy, no link to efficiency
I 14%
I 22%
-
Mentions specific products
I 9%
I 5%
General Understanding
Electricity
I 4%
I 7%
-CL
-
~ 3%
~ 2%
Confuses with EnergyGuide label
Environment, no link to benefits
] 1%
~ 2%
] 1%
0%
~ High Publicity
Saving money on purchase
~ Low Publicity
Government backing
] 1%
0%
Quality
0%
] 1%
Product standards, no linkto energy/environment
0%
0%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
**Difference between groups is statistically significant at p<0.01
Mail 2001 Q1: "Please look at the Energy Star label above. Write the messages that come to
mind when you see the Energy Star label."
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Key Messages of Energy Star by Publicity Category
(Base = WebTV 2001 Pre-aware Respondents)
(n=1,375)
'Energy efficiency/savings
*Energy conservation
Environmental benefit
Saving money on operation
Savings (unspecified)
Energy or environmental product standards
149%
] 29%
]5%
1 8%
] 5%
~ 6%
_~l 4%
~ 2%
]3%
~ 2%
] 1%
] 1%
tr
High
Understanding
**Energy, no link to efficiency
Mentions specific products
Electricity
Confuses with EnergyGuide label
Quality
Environment, no linkto benefits
Government backing
Saving money on purchase
Product standards, not linked to efficiency
2 16%
] 26%
H 10%
General
Understanding
]8%
] 1%
~ 2%
] 1%
] 1%
] 1%
] 1%
0%
] 1%
0%
0%
0%
0%
0%
0%
~ High Publicity
~ Low Publicity
0%
10%
20%
30%
40%
50%
**Difference between groups is statistically significant at p<0.01
*Difference between groups is statistically significant at p<0.05
WebTV ES2 and ES4A1: "Please look at the Energy Star label at the left. Type the messages that
come to mind when you see the Energy Star label." and "Please look at the Energy Star label on the
left. Type the messages that come torn ind when you see the Energy Star label."
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Understanding by aided recognition
Households that recognize the Energy Star label with a visual aid are more likely to have at
least a general understanding of the label. The 2001 mail survey shows a 40 percentage point
difference in at least general understanding of the label between those who recognize the label and
those who do not. WebTV survey shows less of a difference (24 percentage points) than the 2001
mail survey. However, in both surveys, the differences are large and highly statistically significant
(p < 0.0001).
High or General Understanding of Energy Star Label
(Base = All Respondents)
Recognize Energy Star
Label Aided (oQ3)
Current
Mail Only
2001
(n=1,995)
Current
WebTV
2001
(n=1,810)
Yes
78%
71%
No
39%
47%
Yes-No
40.3%
24.4%
p-value
<0.0001
<0.0001
WebTV 2001 ES3: "Before this survey, had you ever heard of or seen this label?"
Mail 2001 Q2: "Before this survey, had you ever seen or heard of this label?"
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INFLUENCE
Both surveys provide some information on consumers' decisions to purchase Energy Star
labeled products, including the following:
To what extent households report the label affecting purchasing decisions;
The role of rebates or financing in decisions to buy Energy Star labeled-products;
The number of households, nationally, that recognize the Energy Star label and actually
purchased a labeled product; and
Loyalty of Energy STAR purchasers, assessed in terms of their willingness to recommend
Energy Star labeled products to a friend.
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Self-reported influence of the Energy Star label
In 2001, of consumers who reported purchasing an Energy STAR labeled product, 25 percent
reported that they were highly influenced by the label in their purchasing decision and 64 to 72
percent of respondents (2001 WebTV and mail surveys, respectively) reported that the label
influenced them to some extent.
Influence was probed by asking 2001 survey respondents who had recently purchased a product
with the Energy Star label, how much the label had influenced the decision: very much,
somewhat, slightly, or not at all. In the 2000 survey, this question was asked as a yes or no
question. The proportion of 2001 households across both survey methods that indicated that the
label had influenced them "somewhat" or "very much" was similar to the proportion who
answered "yes" to the mail survey in 2000, at around 50 percent.
"How much did the presence...of the label influence your purchasing decision?"
(Base = Pre-Aware Energy Star Purchasers)
Previous Mail
Current Mail
Current WebTV
Only 2000
Only 2001
2001
2000
2001
(Standard Error)
(Standard Error)
(Standard Error)
Response
Response
(n=612)
(n=420)
(n=247)
Very much,
72%
64%
somewhat, or
(3.2%)
(3.4%)
slightly
Yes
Very much or
51% (4.3%)
54%
50%
somewhat
(3.4%)
(3.6%)
Very much
27%
(3.3%)
25%
(3.3%)
Mail 2001 Q8: For any Energy Star labeled product(s) you purchased, how much did the
presence or absence of the Energy Star label influence your purchasing decision?
WebTV 2001: For any Energy Star labeled product(s) you purchased, how much did the
presence or absence of the Energy Star label influence your purchasing decision?
Mail 2000 Q8: For any Energy Star products you purchased, did the presence or absence of the
Energy Star Label influence your purchasing decision?
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Self-reported influence by publicity category
The influence of the Energy Star label on purchasing decisions was higher in high-publicity
areas than in low-publicity areas, for all levels of influence. The 2001 mail survey found the
percentage of households "very much" influenced by the Energy STAR label was 38 percent in
high-publicity areas compared with 11 percent in low-publicity areas. This finding is similar to the
WebTV survey, for which these percentages were 34 percent and 9 percent respectively. The
difference in the proportions was highly significant (p < 0.01) for both the 2001 mail and WebTV
surveys.
Additionally, the percentage of households "not at all" influenced by the label to purchase an
Energy Star labeled-product was notably lower in high-publicity areas than in low-publicity
areas. The 2001 mail survey showed households were "not all influenced" by the Energy Star
label in high-publicity areas at 19 percent versus in low-publicity areas at 48 percent. For the
WebTV survey, "not at all" influenced was 27 percent in high-publicity areas and 43 percent in
low-publicity areas. The difference in proportions was significant for both 2001 surveys, but more
significant for mail (p-value<0.001) than WebTV (p-value<0.09).
Energy Star Label Influenced Purchase Decision by Publicity Category
(Base = Pre-Aware Energy Star Purchasers)
Current/2001
Mail Only
WebTV
Mail Only
WebTV
Mail Only
WebTV
Mail Only
WebTV
Publicity
Category
Very much,
somewhat, or
slightly
Very much or
somewhat
Very much
Not at all
High
80.7%
72.8%
68.8%
60.8%
37.7%
34.2%
19.0%
27.0%
Low
52.4%
56.8%
46.4%
38.0%
10.7%
9.3%
48.0%
43.0%
High-Low
28.2%
16.0%
22.3%
22.7%
27.0%
24.9%
29.0%
16.0%
p-value
0.0016
0.0871
0.0116
0.0236
0.0001
0.0056
0.001
0.09
Mail 2001 Q8: "For any Energy STAR-labeled product(s) you purchased, how much did the
presence or absence of the Energy Star label influence your purchasing decision?" (Very
much/Somewhat/Slightly/Not at all/Don't know)
WebTV2001 Q8: "For any Energy STAR-labeled product(s) you purchased, how much did the
presence or absence of the Energy Star label influence your purchasing decision?" (Very
much/Somewhat/Slightly/Not at all/Don't know)
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Rebate and financing influence
For households that purchased an Energy STAR labeled product with financial incentives, most
would have been "somewhat" or "very likely" to have bought the product without these
incentives, according to both the 2001 mail and WebTV surveys. Based on the 2001 mail survey,
66 percent of households would have been at least "somewhat likely" to have bought the
Energy Star labeled product without the incentive, while based on the WebTV survey, this is
the case for 82 percent of households. It should be noted, however, that the proportion of
households that reported receiving an incentive was smaller in the WebTV survey.
"How likely is it that you would have purchased the Energy Star-
labeled product [without the financial incentive]?"
(Base = Pre-Aware Energy Star Purchasers that Received an Incentive)
2001 Response
Current Mail Only
2001(n=88)
Current WebTV
2001(n=28)
Very likely
34%
54%
Somewhat likely
32%
28%
Slightly likely
25%
19%
Not at all likely
8%
0%
Total
100%
100%
# of households (millions)
2.50
0.77
Mail 2001 Q10: "If rebates or reduced-rate financing had not been available, how likely is it that you
would have purchased the Energy STAR-labeled product?"
WebTV 2001: "If rebates or reduced-rate financing had not been available, how likely is it that you
would have purchased the Energy STAR-labeled product?"
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Purchases of Energy Star
According to 2001 survey results, 17 to 23 percent of all households knowingly purchased at least
one qualifying Energy Star product in the last twelve months (2001 WebTV and 2001 mail
survey results, respectively.)
Looking at just the households that recognized Energy Star, 67 to 82 percent purchased at least
one eligible product in the last 12 months (2001 WebTV and 2001 mail survey results,
respectively.) Although these percentages are both reasonably high, they are different enough to
suggest systematic differences between the survey methods, including:
The difference in response rates;
Questionnaire effects related to the mail survey asking a yes/no question (For any of the
products you purchased, did you see the Energy STAR label?) directly before asking the
respondent to list which products he or she purchased, versus the WebTV approach which
asks the respondents to indicate which products they have purchased from a list of
products provided on a series of three different screens.
Purchases of Energy Star by publicity category
By publicity area, both surveys show, on a national level, highly significant differences (p<0.0001)
between high- and low-publicity areas in households that recognized and purchased Energy
Star labeled products. The actual percentages by publicity category vary by survey method, but
the differences remain statistically measurable.
National Household Market Penetration of Energy Star Labeled Products by Publicity Area
(Base = Pre-Aware Energy Star Purchasers)
Publicity
Mail 2001
WebTV
Category
(n=525)
(n=373)
High
25.9%
16.0%
Low
13.6%
7.6%
High-Low
12.3%
8.4%
p-value
<0.0001
<0.0001
Total
23.1%
17.4%
Mail 2001 Q7: "For any of the products you purchased, did you see the Energy Star label (on the
product itself, on the packaging, or on the instructions?" (Yes/No/Don't know response)
WebTV 2001 Q7: "For any of the products you purchased, did you see the Energy Star label (on
the product itself, on the packaging, or on the instructions?" (Yes/No/Don't know response)
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The Cadmus Group, Inc.
The differences in publicity-level percentages between the surveys methods is also probably
related to the differences in response rate and questionnaire effects.
Loyalty to Energy Star
The 2001 mail and WebTV surveys asked those who had purchased Energy STAR products how
likely would they recommend Energy Star labeled products to a friend. The question was not
asked in the 2000 survey. The 2001 mail survey found 71 percent of Energy STAR purchasers
were "somewhat likely" or "very likely" to recommend Energy Star, and only 14 percent were
"not at all likely" to recommend Energy Star. These findings are similar to the WebTV survey,
which found 65 percent of Energy STAR purchasers were "somewhat" or "very likely" to
recommend Energy Star, and only 16 percent were "not at all likely" to recommend Energy
Star.
"How likely are you to recommend Energy STAR-labeled products to a friend?"
(Base = Pre-Aware Energy Star Purchasers)
Likelihood Recommend Energy
Star Products
Current Mail
Only 2001
(n=370)
Current WebTV Only
2001
(n=212)
Very likely
42%
34%
Somewhat likely
29%
31%
Slightly likely
16%
18%
Not at all likely
14%
16%
Total
100.0%
100.0%
# of households (millions)
12.11
7.50
Mail 2001 Q11: "How likely are you to recommend Energy STAR-labeled products to a friend?"
WebTV 2001 Q11: "How likely are you to recommend Energy STAR-labeled products to a friend?"
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INFORMATION SOURCES
Sources seen
Both surveys asked respondents where they recalled seeing or hearing about the Energy Star
label. By far, most households saw the Energy STAR label on appliances or electronic equipment
(over 65 percent). The other most common sources (above 20 percent) were print media
(newspapers, magazine, and direct mail advertisements), television, store displays, and on the
EtiereyGitide label. The results were similar across mail and WebTV responses, with a few
exceptions. On the mail survey, a greater proportion of households reported seeing or hearing
about the Energy Star label on store displays (38 percent) and utility mailings or bill inserts (32
percent) than in the WebTV survey (29 and 23 percent, respectively). Additionally, a greater
proportion of households responding to the WebTV survey reported seeing or hearing about the
Energy Star label through a TV commercial (36 percent versus 29 percent on the mail survey).
"Where did you hear or see something about Energy Star?"
(Base = Pre-Aware Respondents)
Labels on appliance or electronic equipment
Displays in stores
Utility mailing or bill insert
Newspaper or magazine advertisement
TV commercial
Yellow EnergyGuide label
Newspaper or magazine article
Internet
Direct mail or circular advertisement
Radio commercial
Salesperson
TV news feature story
Friend, neighbor, relative, or co-worker
Billboard
Contractor
~ 65%
I 69%
I 38%
~ 29%
=1 32%
~ 23%
131%
~ 27%
=1 29%
I 36%
=~21%
~ 20%
~ 12%
~ 12%
~ 11%
~ 9%
~ 9%
~ 7%
~ 5%
I 4%
~ 5%
~ Mail 2001 (n=900)
~ WebTV 2001 (n=639)
3%
14%
3%
3%
14%
3%
3%
~ 1%
~ 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Mail 2001 Q3: "Where did you hear or see something about Energy Star? Please mark all that
apply."
WebTV 2001 SOI: "Where did you see or hear something about Energy Star? Please mark all
that apply."
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Sources seen by publicity category
In both the 2001 mail and WebTV survey, households in high publicity areas were much more
likely (p<0.01) to report having seen the ENERGY STAR label on a TV commercial or via
newspaper or magazine advertisements than households in low publicity areas. The 2001 WebTV
survey also found a high degree of statistical difference in high versus low publicity areas for
Energy Star label observation via utility mailings/bill inserts, direct mail/circular
advertisements, and radio commercials (p<0.01). Statistical differences were also observed,
though to a lesser extent (p<0.05), in the 2001 WebTV survey for newspaper/magazine articles
and in the in the 2001 mail survey for displays in stores, utility mailing or bill inserts, and radio
commercials.
Energy Star Label Places Seen or Heard by Publicity Level
(Base = Pre-Aware Respondents, Mail 2001 only)
(n=900)
Labels on appliance or electronic equipment
* Displays in stores
** TV commercial
** Newspaper or magazine advertisement
* Utility mailing or bill insert
Yellow EnergyGuide label
Newspaper or magazine article
Direct mail or circular advertisement
Internet
* Radio commercial
TV news feature story
Salesperson
Billboard
Friend, neighbor, relative, or co-worker
Contractor
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
"""Difference between groups is statistically significant at p<0.01
"Difference between groups is statistically significant at p<0.05
Mail 2001Q3: "Where did you hear or see something about Energy Star? Please mark all that
apply."
68%
] 77%
I 45%
I 30%
115%
I 40%
I 19%
121%
111%
110%
~ 2%
~ 1%
~ 2%
~ High Publicity
~ Low Publicity
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Energy Star Label Places Seen or Heard by Publicity Level
(Base = Pre-Aware Respondents, WebTV 2001 only)
(n=639)
Labels on appliance or electronic equipment
** TV commercial
Displays in stores
** Newspaper or magazine advertisement
** Utility mailing or bill insert
Yellow EnergyGuide label
* Newspaper or magazine article
** Direct mail or circular advertisement
Internet
** Radio commercial
Friend, neighbor, relative, or co-worker
Billboard
TV news feature story
Salesperson
Contractor
121%
I 25%
I 18%
116%
113%
I 15%
I 15%
=12%
] 68%
~ High Publicity
~ Low Publicity
0%
10% 20% 30% 40% 50% 60% 70%
80%
"""Difference between groups is statistically significant at p<0.01
"Difference between groups is statistically significant at p<0.05
WebTV 2001 Q3: "Where did you hear or see something about Energy Star? Please mark all
that apply."
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Sources consumers consult for product information
Households report they are most likely to consult personal acquaintances (at least 58%) and
consumer magazines (at least 47%) when researching products covered by the ENERGY STAR
program. Both the 2001 mail and WebTV surveys asked respondents about the information
sources they use to obtain information about (1) heating and cooling products and (2) appliances,
lighting, and home electronics. Internet and retailers were the next most important sources of
information for both product groups with Internet ranking higher for heating and cooling products
and retailers ranking higher for appliances, lighting, and home electronics. In general, the 2001
mail and WebTV results were very similar; however, for heating and cooling products, mail survey
results suggest that households consult the Internet, television, and newspapers at a much higher
rate than do the WebTV results.
"Please mark...the source(s) of information you are most likely to use..."
(Base = All Respondents, Heating and Cooling Products)
Friend/Neighbor/etc.
Consumer Magazines
Internet
Retailer
Television
Newspaper
Contractor
Utility Program
Radio
Other Magazines
163%
3 58%
1 53%
47%
3 37%
128%
36%
Zl 38%
n 22%
33%
33%
19%
30%
29%
n 26%
J 26%
~ Mail 2001 (n=1,821)
~ WebTV 2001 (n=1,684)
14%
n 8%
113%
19%
0%
10%
20%
30%
40%
50%
60%
70%
Mail 2001 Q12: "Please look at the product types listed below. Please mark with an X the
source(s) of information you are most likely to use to obtain information about that product type.
Please mark all that apply."
WebTV 2001 Q13-1: "Now, please think only about Heating and Cooling Products. Please select
the source(s) of information you are most likely to use to obtain information about this product type.
Please mark all that apply."
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"Please mark...the source(s) of information you are most likely to use..."
(Base = All Respondents, Appliances, Home Electronics, Lighting)
Friend/Neighbor/etc.
Consumer Magazines
Retailer
Internet
Newspaper
Television
Contractor
Utility Program
Other Magazines
Radio
~ 61%
65%
49%
1 53%
40%
45%
T25W
H 37%
~ 25%
34%
1 30%
29%
~\ 21%
JT8%
"T2%"
19%
~ 8%
~ 14%
12%
17%
~ Mail 2001 (n=1,814)
~ WebTV 2001 (n=1,714)
0%
10%
20%
30%
40%
50%
60%
70%
Mail 2001 Q12: "Please look at the product types listed below. Please mark with an X the
source(s) of information you are most likely to use to obtain information about that product type.
Please mark all that apply."
WebTV 2001 Q13-2: "Now, please think only about Home Appliances/Lighting/Home Electronics.
Please select the source(s) of information you are most likely to use to obtain information about
this product type. Please mark all that apply."
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When comparing the sources consumers consult for product information and where they learned
about Energy Star, there are some noteworthy differences. Consumers are much more likely to
consult consumer-related magazines, personal acquaintances, the Internet, and
salespeople/contractors in researching products than they are to report having heard about or seen
Energy Star through these channels.
Mail 2001 Survey: Where Seen the Energy Star Label and Sources Consult
Source
Sources Seen
(Base = Recognize
Aided)
Heating and Cooling
Equipment
Sources Consult
(Base = Recognize
Aided)
Home
Appliances/Lighting/Home
Electronics
Sources Consult
(Base = Recognize Aided)
Newspaper or
magazine
advertisement
31%
Consumer Reports,
other product-
oriented magazines
59%
Consumer Reports,
other product-oriented
magazines
62%
Newspaper or
magazine article
12%
Newspaper
Other magazines
26%
15%
Newspaper
Other magazines
29%
20%
TV commercial
29%
26%
24%
TV news feature story
4%
Radio commercial
5%
9%
8%
Utility mailing or bill
insert
32%
30%
22%
Internet
11%
57%
56%
Salesperson
5%
39%
43%
Contractor
1%
28%
20%
Friend, neighbor,
relative, or co-worker
3%
56%
61%
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WebTV 2001 Survey: Where Seen the Energy Star Label and Sources Consult
Source
Sources Seen
(Base = Recognize
Aided)
Heating and Cooling
Equipment
Sources Consult
(Base = Recognize
Aided)
Home Appliances/
Lighting/Home
Electronics
Sources Consult
(Base = Recognize
Aided)
Newspaper or
magazine advertisement
27%
Consumer Reports,
other product-
oriented magazines
51%
Consumer Reports,
other product-
oriented magazines
54%
Newspaper or
magazine article
12%
Newspaper
15%
Newspaper
17%
Other magazines
10%
Other magazines
17%
TV commercial
36%
19%
27%
TV news feature story
3%
Radio commercial
4%
5%
7%
Utility mailing or bill
insert
23%
30%
15%
Internet
9%
36%
39%
Salesperson
3%
41%
49%
Contractor
1%
29%
17%
Friend, neighbor,
relative, or co-worker
4%
54%
57%
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APPENDIX A
Detailed Methodology
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The Cadmus Group, Inc.
DETAILED METHODOLOGY
From August through November 2001, the Consortium for Energy Efficiency (CEE) designed and
fielded several household surveys to obtain information at the national level on consumer
awareness of the Energy Star label. The surveys included:
A mail survey in which the survey design was based on a similar national survey sponsored
by CEE in September 2000. Some CEE members also fielded the survey in their local
areas to facilitate direct comparison between the effects of the program in their areas and
the country at large, although the number that did so was considerably less than in 2000.
A follow-up telephone survey to assess nonresponse effects, if any, from the mail survey1.
A WebTV survey with questions similar to those in the mail survey.
CEE used multiple survey methods for a number of reasons. The CEE committee charged with
the responsibility for fielding this survey is considering using the WebTV format for future survey
efforts. Additionally, the CEE subcommittee wanted to examine consistency among the survey
methods as away to ensure accuracy in the results.
As in the 2000 survey, CEE and participating members made the 2001 survey data publicly
available.
This report assesses results of the CEE 2001 Energy Star Household Awareness Survey,
building on prior year's survey information and focusing on the extent to which consumers
recognized the label, understood its intended messages, and used (or were influenced by) the label
on their energy-related purchase decisions. Research questions of interest included:
The media and products on which the Energy Star label was seen
The effect of increased publicity on Energy Star label recognition, understanding, and
influence
The relationship of household demographics and purchases to label awareness
Loyalty to the Energy Star label
Key messages about Energy Star
The telephone survey did yield an additional 56 responses to the mail survey which were not incorporated into the
analysis.
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A comparison of sources where respondents saw or heard of the label to sources that
respondents most likely consulted for information on product categories that qualify for
the Energy Star label
Baseline information prior to the launch of the Change campaign
The surveys were fielded at various times throughout late summer and fall of 2001 as follows:
Mail: First mailing sent to households during the first week of September, 2001. Reminder
postcards were sent to all households on September 11. The follow-up mailing of the
survey was sent only to those households that had not returned questionnaires. The last
mail returns were received through October.
Telephone: Fielded between October 31 ad November 7. An additional 56 mail surveys
were returned as a result of the telephone survey.
WebTV: From September 21 through October 26.
The remainder of Appendix A discusses the questionnaire design, sampling and weighting
methodologies, and data collection.
1 Questionnaire design
In 2001, CEE conducted Energy Star surveys using three questionnaires:
1) The 2001 WebTV questionnaire used in a survey conducted via an interactive WebTV
device in the homes of people who had been randomly recruited and preselected to be
representative of the population.
2) The 2001 mail questionnaire mailed to the homes of people who had been randomly
selected from motor vehicle registrations and other lists. Respondents were asked to
complete and return the questionnaire.
3) The 2001 telephone questionnaire used in a telephone survey of a randomly selected group of
people who had not responded to the 2001 mail questionnaire.
The data from these surveys may be compared with data collected using the 2000 mail
questionnaire, for which CEE was also responsible. Copies of each questionnaire are provided in
Appendices C through F of this report. Sampling for these surveys is discussed in Section 2, and
data collection is discussed in Section 3.
The committee had several broad objectives in designing the 2001 questionnaires, including:
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To maintain consistency with the CEE 2000 survey and the 2001 WebTV survey2.
To fine-tune the questionnaire based on lessons learned from the analysis of the CEE
2000 survey, focusing on achieving the greatest value from the analysis of the CEE 2001
survey.
To increase response rates (see Section 3) in the CEE 2001 mail survey over those
obtained in the CEE 2000 mail survey.
The 2000 mail questionnaire, the 2001 mail questionnaire, and the 2001 WebTV questionnaire
each addressed the following:
Respondent recognition of the Energy Star label
Understanding of, and key messages communicated by, the Energy Star label
Sources of information about ENERGY STAR
Products on which respondents have seen the label
Products that respondents have purchased in the past year
Products that respondents have purchased on which they have seen the label (or on whose
packaging or instructions they have seen the label)
Influence of the presence or absence of the label on the purchase decision
Whether purchases of Energy Star labeled products involved rebates or reduced-rate
financing
Likelihood of having purchased Energy Star labeled products in the absence of rebates
or reduced-rate financing
Likely sources of information about product categories
Demographic questions (most of the demographic questions were not asked in the WebTV
survey, because demographic characteristics of the respondents were already on file.)
The 2001 mail questionnaire and the 2001 WebTV survey also asked:
Likelihood to recommend Energy Star labeled products to a friend
2 Preliminary plans by the CEE committee are to continue fielding the WebTV survey in the future in lieu of the mail survey.
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The 2001 WebTV questionnaire also asked:
Recognition and understanding of the yellow EnergyGuide labels
The 2001 telephone questionnaire was not intended to provide a complete set of comparable data
to the other surveys, but rather to assess the bias in the 2001 mail survey due to nonresponse and
to help recruit additional respondents to the 2001 mail survey. Accordingly, the 2001 telephone
questionnaire asked the following:
Recognition of the Energy Star label
Purchase of products (grouped in major categories) in the past year
Recollection of the 2001 mail survey
Reasons for not completing and returning the 2001 mail survey
Demographic questions
Willingness to complete and return the 2001 mail survey with a $10 incentive
Table A-l, below, shows how the questionnaires differ.
Table A-1
Comparison of Questionnaires
Question
Group
Format
Format
Question
Number
Question
1
WebTV
EG1
Have you ever seen or heard of yellow stickers called
EnergyGuide labels? [If "no" or "don't know" skip to ES1]
2
WebTV
EG2
What information does the EnergyGuide label provide?
3
Mail
2001
1
Please look at the Energy Star label above. Write the messages
that comes to mind when you see the Energy Star label.
3
Mail
2000
1
Please look at the Energy Star Label above. Write the first
message that comes to mind when you see the Energy Star
Label.
3
Mail
2000
2
Please write any other messages that come to mind when you
see the Energy Star Label.
4
Mail
2001
2
Before this survey, had you ever heard of or seen this label? [If
"no" skip to Q.12]
Page A-4
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The Cadmus Group, Inc.
Question
Group
Format
Format
Question
Number
Question
4
Mail
2000
3
Prior to this survey, had you ever heard of or seen this Label? [If
"no" skip to Q.11
4
WebTV
ES1
Have you ever seen or heard of the Energy Star label? [If "no" or
"don't know" skip to ES4a1]
4
Phone
2001
1
Let me begin by asking if you ever seen or heard of the Energy
Star label?
5
WebTV
ES2.
What does the Energy Star label mean to you?
6
WebTV
ES3.
Is this the label you have seen or heard of before? [SHOW
LABEL] [If "yes" skip to SOI]
6
WebTV
ES4a1.
Please look at the Energy Star label at the left. Type the
messages that come to mind when you see the Energy Star
label. [SHOW LABEL]
6
WebTV
ES6.
Now that you have had the opportunity to see the Energy Star
label, do you recall seeing or hearing anything about it before this
survey? [If "no" or"don't know" skip to alternate Q12al
7
Mail
2000
4
Please review the following list and mark with an X all the places
in which you have seen or heard about the Energy Star Label.
(In newspapers and magazines; on television; on utility inserts or
by direct mail; on displays in stores; on the Internet; from a
salesperson or contractor; from a friend, neighbor, relative, or
coworker)
7
Mail
2001
3
Where did you hear or see something about Energy Star?
Please mark all that apply. (Newspaper or magazine
advertisement; newspaper or magazine article; TV commercial;
TV news feature story; radio commercial; billboard; utility mailing
or bill insert; direct mail or circular advertisement; labels on
appliances or electronic equipment; yellowEnergyGuide label;
displays in stores; Internet; salesperson; contractor; friend,
neighbor, relative, or co-worker)
7
WebTV
SOI
Where did you hear or see something about Energy Star?
Please mark all that apply. (Newspaper or magazine
advertisement; newspaper or magazine article; TV commercial;
TV news feature story; radio commercial; billboard; utility mailing
or bill insert; direct mail or circular advertisement; labels on
appliances or electronic equipment; yellow EnergyGuide label;
displays in stores; Internet; salesperson; contractor; friend,
neiahbor. relative, or co-worker)
8
Mail
2001
4
What did you see or hear about Energy Star? Please be
specific.
8
WebTV
S02
What did you see or hear about Energy Star? Please be
specific.
Page A-5
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The Cadmus Group, Inc.
Question
Group
Format
Format
Question
Number
Question
9
WebTV
Q5(a)
Now we're going to ask you about several groups of products. As
you review the list, please select each of the products, product
literature, or packaging on which you have seen the Energy Star
label. (Heating and Cooling Products: central air conditioning,
furnace or boiler, heat pump, thermostat, room air conditioner.
Home Office Equipment: computer or monitor, computer printer,
copying machine, fax machine, scanner. None of these products)
9
WebTV
Q5(b)
Please continue reviewing the lists of products below, and select
each of the products, product literature, or packaging on which
you have seen the Energy Star label. (Home Appliances/
Lighting: dishwasher, refrigerator, lighting fixture, washing
machine, compact fluorescent light bulb, microwave oven. Home
electronics: television, VCR, audio product. None ofthese
products)
9
WebTV
Q5(c)
Finally, please review the last of the product lists below and
select each of the products, product literature, or packaging on
which you have seen the Energy Star label. (Building materials:
window, door, skylight, insulation, roofing material. Buildings:
Newly built home. None ofthese products.) [Skip to Q12(a).]
10
WebTV
Alternate
Q12(a)
Now we're going to ask you about several groups of products.
Which ofthese products have you purchased in the last 12
months? Please check all that apply. (Heating and Cooling
Products: central air conditioning, furnace or boiler, heat pump,
thermostat, room air conditioner. Home Office Equipment:
computer or monitor, computer printer, copying machine, fax
machine, scanner. None ofthese products.) [Skip to Q12(b).]
10
WebTV
Q12(a)
Please look at each of the groups of products again. Which of
these products have you purchased in the last 12 months?
Please check all that apply. (Heating and Cooling Products:
central air conditioning, furnace or boiler, heat pump, thermostat,
room air conditioner. Home Office Equipment: computer or
monitor, computer printer, copying machine, fax machine,
scanner. None ofthese products.)
10
WebTV
Q12(b)
Please continue reviewing the lists of products below. Which of
these products have you purchased in the last 12 months?
Please check all that apply. (Home Appliances/ Lighting:
dishwasher, refrigerator, lighting fixture, washing machine,
compact fluorescent light bulb, microwave oven. Home
electronics: television, VCR, audio product. None ofthese
products.)
PageA-6
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The Cadmus Group, Inc.
Question
Group
Format
Format
Question
Number
Question
10
WebTV
Q12(c)
Finally, please review the last of the product lists below. Which of
these products have you purchased in the last 12 months?
Please check all that apply. (Building materials: window, door,
skylight, insulation, roofing material. Buildings: Newly built home.
None of these products.) [If no products purchased to Alternate
Q12(a), Q12(a), Q12(b), or Q12(c), or if "no" or "don't know" to
ES6, skip to Q13a.)
10
Phone
2001
2
In the past 12 months, did you or someone in your household
purchase any of the following: heating or cooling equipment, major
appliance, home office equipment, home electronics, building
materials?
11
Mail
2001
5
Please review the following list and mark with an X all the
products, product literature, or packaging on which you have seen
the Energy Star label. (Heating and Cooling Products: central air
conditioning, furnace or boiler, heat pump, thermostat, room air
conditioner. Home Office Equipment: computer or monitor,
computer printer, copying machine, fax machine, scanner. Home
Appliances/Lighting: dishwasher, refrigerator, lighting fixture,
washing machine, compact fluorescent light bulb, microwave
oven. Home electronics: television, VCR, audio product. Building
materials: window, door, skylight, insulation, roofing material.
Buildings: newly built home. None of these products.)
11
Mail
2000
5
Please review the following list and mark with an X all the
products or product literature on which you have seen the Energy
Star Label. Heating and Cooling Products: central air
conditioning, furnace or boiler, heat pump, thermostat, room air
conditioner. Home Office Equipment: computer or monitor,
computer printer, copying machine, fax machine, scanner. Home
Appliances/Lighting: dishwasher, refrigerator, lighting fixture,
washing machine, compact fluorescent light bulb, microwave.
Home electronics: television, VCR, audio product. Building
materials: window, door, skylight, insulation, roofing material.
Buildinas: newlv built home. None of these products.)
12
Mail
2001
6
Have you purchased any of the products listed in the previous
question in the last 12 months? [If "no" skip to Q.13]
12
Mail
2000
6
Have you purchased any of the products listed in Question 5 in
the last 12 months? If "no" skip to Q.12]
13
WebTV
Q12(d)
For any of the products you purchased, did you see the Energy
Star Label (on the product itself, on the packaging, or on the
instructions)? [If "no" or "don't know" skip to Q. 13a]
13
Mail
2001
7
For any of the products you purchased, did you see the Energy
Star label (on the product itself, on the packaging, or on the
instructions)? [If "no" or"don't know" skip to Q.12]
Page A-7
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The Cadmus Group, Inc.
Question
Group
Format
Format
Question
Number
Question
13
Mail
2000
7
For any of the products you purchased, did you see the Energy
Star Label I (on the product itself, on the packaging, or on the
instructions)? flf "no" or "don't know" skip to Q. 111
14
WebTV
Q12(e)
On which products did you see the Energy Star Label?
14
Mail
2001
7a
On which products did you see the Energy Star label?
14
Mail
2000
7a
On which products did you see the Energy Star Label?
15
WebTV
Q12(f)
For any Energy STAR-labeled product(s) you purchased, how
much did the presence or absence of the Energy Star label
influence your purchasing decision? (Very much, somewhat,
slightly, not at all, don't know)
15
Mail
2001
8
For any Energy STAR-labeled product(s) you purchased, how
much did the presence or absence of the Energy Star label
influence your purchasing decision? (Very much, somewhat,
slightly, not at all, don't know)
15
Mail
2000
8
For any Energy Star product(s) you purchased, did the presence
or absence of the Energy Star Label influence your purchasing
decision? (Yes, no, don't know)
16
WebTV
12(g)
Did you receive rebates or reduced-rate financing for any Energy
STAR-labeled product(s) you purchased? [If "no" or "don't know"
skip to Q.11]
16
Mail
2001
9
If you purchased an Energy STAR-labeled product, did you receive
rebates or reduced-rate financing? [If "no" or "don't know" skip to
Q.11]
16
Mail
2000
9
If you purchased an Energy Star product, did you receive
rebates or reduced-rate financing? [If "no" or "don't know" skip to
Q.11]
17
WebTV
Q12(h)
If rebates or reduced-rate financing had not been available, how
likely is it that you would have purchased the Energy
STAR-labeled product? (Very likely, somewhat likely, slightly
likely, not at all likely, don't know)
17
Mail
2001
10
If rebates or reduced-rate financing had not been available, how
likely is it that you would have purchased the Energy
STAR-labeled product?(Very likely, somewhat likely, slightly
likely, not at all likely, don't know)
17
Mail
2000
10
If rebates or reduced-rate financing had not been available, how
likely is it that you would have purchased the Energy Star
product? (Very likely, somewhat likely, somewhat unlikely, very
unlikelv)
Page AS
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The Cadmus Group, Inc.
Question
Group
Format
Format
Question
Number
Question
18
WebTV
Q11
How likely are you to recommend Energy STAR-labeled products
to a friend? (Very likely, somewhat likely, slightly likely, not at all
likely, don't know)
18
Mail
2001
11
How likely are you to recommend Energy STAR-labeled products
to a friend? (Very likely, somewhat likely, slightly likely, not at all
likely, don't know)
19
Mail
2001
12
Which ofthe following products have you purchased in the last 12
months? (Heating and Cooling Products: central air conditioning,
furnace or boiler, heat pump, thermostat, room air conditioner.
Home Office Equipment: computer or monitor, computer printer,
copying machine, fax machine, scanner.
HomeAppliances/Lighting: dishwasher, refrigerator, lighting fixture,
washing machine, compact fluorescent light bulb, microwave
oven. Home electronics: television, VCR, audio product. Building
materials: window, door, skylight, insulation, roofing material.
Newly built home. None of these products.)
19
Mail
2000
11
Which ofthe following products have you purchased in the last 12
months? (Heating and Cooling Products: central air conditioning,
furnace or boiler, heat pump, thermostat, room air conditioner.
Home Office Equipment: computer or monitor, computer printer,
copying machine, fax machine, scanner.
HomeAppliances/Lighting: dishwasher, refrigerator, lighting fixture,
washing machine, compact fluorescent light bulb, microwave.
Home electronics: television, VCR, audio product. Building
materials: window, door, skylight, insulation, roofing material.
Newly built home. None of these products.)
20
WebTV
Q13a
Now, please think only about Heating and Cooling products.
Please select the source(s) of information you are most likely to
use to obtain information about this product type. Please mark all
that apply. (Heating and cooling products: Consumer Reports and
other product-oriented magazines; other magazines; newspapers;
radio; television; electric or gas utility; advice from retailers or
salespersons; advice from contractors; advice from a friend,
neighbor, relative, or coworker; Internet; other; don't know.)
20
WebTV
Q13b
Now, please think only about Home Appliances/Lighting/Home
Electronics. Please select the source(s) of information you are
most likely to use to obtain information about this product type.
Please mark all that apply. (Home Appliances/Lighting/Home
Electronics: Consumer Reports and other product-oriented
magazines; other magazines; newspapers; radio; television;
electric or gas utility; advice from retailers or salespersons; advice
from contractors; advice from a friend, neighbor, relative, or
coworker; Internet; other; don't know.)
PageA-9
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The Cadmus Group, Inc.
Question
Group
Format
Format
Question
Number
Question
21
Mail
2001
13
Please look at the product types listed below. Please mark with
an X the source(s) of information you are most likely to use to
obtain information about that product type. Please mark all that
apply. (Heating and cooling products: Consumer Reports and
other product-oriented magazines; other magazines; newspapers;
radio; television; electric or gas utility; advice from retailers or
salespersons; advice from contractors; advice from a friend,
neighbor, relative, or coworker; Internet; other; don't know.) (Home
Appliances/Lighting/Home Electronics: Consumer Reports and
other product-oriented magazines; other magazines; newspapers;
radio; television; electric or gas utility; advice from retailers or
salespersons; advice from contractors; advice from a friend,
neighbor, relative, or coworker; Internet; other; don't know.)
21
Mail
2000
12
Please look at the product types listed below. Please mark with
an X the source(s) of information you are most likely to use to
obtain information about that product type. Please mark all that
apply. (Heating and cooling products: Consumer Reports and
other product-oriented magazines; other magazines; newspapers;
radio; television; electric or gas utility program; advice from
retailers advice from contractors; advice from a friend, neighbor,
relative, or coworker; Internet; other; don't know.) (Home
Appliances/Lighting/Home Electronics: Consumer Reports and
other product-oriented magazines; other magazines; newspapers;
radio; television; electric or gas utility program; advice from
retailers; advice from contractors; advice from a friend, neighbor,
relative, or coworker: Internet: other: don't know.)
22
Phone
2001
3
A few weeks ago, we mailed you a survey with questions about
the ENERGY STAR label. Do you recall seeing this survey? [If
"yes, and returned the survey," "no," or "don't know," skip to Q.6]
22
Phone
2001
4
I'm going to read you a list of reasons why people sometimes
don't complete surveys. For each of these, please tell me if this
was a reason that you didn't answer the survey we sent you. (I
was too busy; I was distracted because of events in the news; It
did not seem important after the September 11 attacks; The
subject of the survey did not interest me. I don't complete surveys
of any kind.)
22
Phone
2001
5
Were there any other reasons why you did not respond to the
survey?
23
Phone
2001
8
We are still very interested in finding out what you have to say on
the short mail survey we recently sent you. Would you be willing
to complete the mail survey if we send you $10 when we receive
it, just as a thank you for your time?
* Some demographic questions for the 2001 WebTV survey were not asked in this survey
because the demographic characteristics of the respondents were already known.
PageA-10
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The Cadmus Group, Inc.
The mail and WebTV survey formats differ in numerous ways, but most substantively, the
interactive format of a WebTV questionnaire allows questions to be asked in away that is not
possible with a printed questionnaire. On printed questionnaires respondents can see questions in
advance. For example, while the 2000 and 2001 mail questionnaires begin by showing the
Energy Star label and asking about understanding and whether they recognize it before asking
other questions, respondents can still potentially educate themselves in a limited way about the
Energy Star label by reading the survey before completing it, affecting their responses. The
2001 WebTV questionnaire (after questions about the yellow EnergyGuide label), however, asks
respondentswithout showing the labelwhether they have ever seen or heard of the Energy
Star label. Responses to this question should thus be comparable to those obtained through a
telephone survey. The WebTV questionnaire then shows the Energy Star label (which is
obviously not possible with the telephone questionnaire) and asks about understanding and
recognition. Responses to this question should thus be comparable to those obtained through the
2001 mail survey. Other differences between the mail questionnaires and the WebTV
questionnaire are that the lattermuch like a telephone questionnaire using computer-assisted
telephone interviewing (CATI)can program lines of questions based on responses to earlier
questions. For example, WebTV respondents who say they have bought a given product in the
past year can then be asked whether that specific product (or its packaging or instructions) had the
Energy Star label.
2 Sampling
2.1 Direct Marketing Areas Publicity Categories
The 2000 CEE survey assigned Direct Marketing Areas (DMAs) according to publicity groups as
follows:
High message saturation: Areas in which utilities or other third-party organizations
(e.g., a utility, state, or regional energy efficiency program) based a publicity or rebate
program on the Energy Star label. This third-party publicity had to include at least 2 of
the following: bill inserts, paid ads, retailer promotion/programs, or rebates resulting in
over 500 Gross Rating Points3 (GRPs) for more than 2 years.
Low message saturation: Areas that received only the national-level Energy Star
publicity from EPA or DOE.
Other: Areas that did not fit in the high or low message saturation categories.
A gross rating point is an industry standard unit of measurement of advertising audience size, and is equal to one percent of the
total potential audience. It is used to measure the exposure of one or more programs or commercials without regard to multiple
exposure of the same advertising to individuals.
PageA-11
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The Cadmus Group, Inc.
Upon reviewing the 2000 publicity classification procedure, a simpler, modified approach was
taken. The following criteria were applied for the 2001 CEE Energy Star Household Survey:
High publicity: At least two recent years of sustained promotions and publicity from
non-federal activities
Low publicity: Federal campaign activities only and no significant regional program sponsor
activities
Other: All other DMAs
This modification was based on the following:
Data are not available to classify DMAs according to GRPs for the year 2001.
The use of GRPs or any other objective numeric criteria does not adequately capture the
breadth of publicity efforts implemented by partners
The modified approach is generally consistent with last year's DMA publicity assignments
for the required analytical tasks. In applying the 2000 data to the 2001 classification
system, that any DMAs would actually have been reclassified is doubtful, and very few
DMAs would have even been considered for reclassification.
This method simply distinguishes the high publicity categories from the low publicity
categories and provides clear and verifiable definitions. The key working definitions are:
Recent: The two years of activity must include the time of the survey fielding.
Sustained: The two years of activity must be continuous.
Significant: In addition to any direct federal publicity efforts4, publicity efforts
must include a deliberate and multifaceted regional program sponsor investment in
Energy Star programming, such as direct marketing and promotional efforts.
These definitions are sufficiently operational to be applicable to future survey efforts, and
can be modified by simply increasing the duration of sustained high publicity.
Due to the increase in regional program sponsor activities between September 2000 and
September 2001, the impact on the 2001 survey publicity categories results in the reclassification
of several DMAs in the following ways:
4 During the September 2000 to September 2001 period, the federal Energy Star program was planning its Change
campaign, and federal efforts were primarily focused on supporting regional program sponsors.
PageA-12
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The Cadmus Group, Inc.
Other to High
All New York DMAs
All California DMAs
New Bedford and Providence
Connecticut and New Haven
Portland, OR
Milwaukee, WI
Low to Other
Houston and Dallas
Baltimore and Washington, DC
Except for New Hampshire counties included in the Boston DMA, which remain
as high, all other NH counties are classified as other.
The publicity-level assignments are detailed in Table A-2 below, and 2001 supplemental CEE
member survey areas in Table A-3.
Table A-2
Top 56 Designated Market Areas (Excluding Member Areas)
Rank
Designated Market Area (DMA)
Total # TV
Households
2001-2
% of US
Publicity
Category
2
Los Angeles, CA
5,303,490
5.030
High
3
Chicago, IL
3,360,770
3.187
Other
4
Philadelphia, PA
2,801,010
2.656
Other
5
San Francisco-Oakland-San Jose, CA
2,426,010
2.301
High
6
Boston, MA (Manchester, NH)
2,315,700
2.196
High
7
Dallas-Ft. Worth, TX
2,201,170
2.088
Other
8
Washington, DC (Hagerstown, MD)
2,128,430
2.019
Other
9
Atlanta, GA
1,990,650
1.888
Low
10
Detroit, Ml
1,878,670
1.782
Other
11
Houston, TX
1,831,680
1.737
Other
12
Seattle-Tacoma, WA
1,647,230
1.562
High
13
Minneapolis-St. Paul, MN
1,573,640
1.492
Low
PageA-13
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R;
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
The Cadmus Group, Inc.
Designated Market Area (DMA)
Total # TV
Households
2001-2
% of US
Publicity
Category
Tampa-St. Petersburg (Sarasota), FL
1,568,180
1.487
Low
Miami-Ft. Lauderdale, FL
1,549,680
1.470
Other
Phoenix, AZ
1,536,950
1.458
Other
Cleveland-Akron (Canton), OH
1,513,130
1.435
Other
Denver, CO
1,381,620
1.310
Other
Sacramento-Stockton-Modesto, CA
1,226,670
1.163
High
Orlando-Daytona Beach-Melbourne, FL
1,182,420
1.121
Low
Pittsburgh, PA
1,148,340
1.089
Other
St. Louis, MO
1,143,690
1.085
Other
Portland, OR
1,069,260
1.014
High
Baltimore, MD
1,023,530
0.971
Other
Indianapolis, IN
1,013,290
0.961
Other
San Diego, CA
975,690
0.925
High
Charlotte, NC
954,210
0.905
Low
Hartford & New Haven, CT
953,130
0.904
High
Raleigh-Durham (Fayetteville), NC
939,000
0.891
Low
Nashville, TN
879,030
0.834
Low
Kansas City, MO
849,730
0.806
Other
Cincinnati, OH
836,190
0.793
Low
Milwaukee, Wl
832,330
0.789
High
Columbus, OH
809,940
0.768
Low
Salt Lake City, UT
782,960
0.743
Low
Anderson, SC
771,680
0.732
Low
San Antonio, TX
710,030
0.673
Low
Grand Rapids-Kalamazoo-Battle Creek, Ml
702,210
0.666
Other
Birmingham (Anniston and Tuscaloosa), AL
683,830
0.649
Low
PageA-14
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The Cadmus Group, Inc.
Rank
Designated Market Area (DMA)
Total # TV
Households
2001-2
% of US
Publicity
Category
40
West Palm Beach-Ft. Pierce, FL
681,100
0.646
Low
41
Memphis, TN
655,210
0.621
Low
42
Norfolk-Portsmouth-Newport News, VA
654,150
0.620
Low
43
New Orleans, LA
653,020
0.619
Low
44
Greensboro-High Point-Winston Salem, NC
634,130
0.601
Low
45
Oklahoma City, OK
623,760
0.592
Low
46
Harrisburg-Lancaster-Lebanon-York, PA
617,830
0.586
Other
48
Albuquerque-Santa Fe, NM
607,170
0.576
Low
49
Providence, Rl-New Bedford, MA
600,730
0.570
High
50
Louisville, KY
598,940
0.568
Low
51
Las Vegas, NV
579,680
0.550
Other
52
Wilkes Barre-Scranton, PA
567,810
0.538
Low
53
Jacksonville, FL
563,510
0.534
Low
54
Austin, TX
555,840
0.527
Low
55
Fresno-Visalia, CA
524,970
0.498
High
56
Little Rock-Pine Bluff, AR
520,320
0.493
Low
Table A-3
CEE Member Areas
Member Area
Publicity
Category
Comments
New York State
High
Includes New York City (DMA Rank
1) and Buffalo (DMA Rank 47)
Granite State Territory (portion of New Hampshire)
Other
Includes counties excluding Boston
DMA: Carroll County, Coos County,
Grafton County, Sullivan County
Page A-l 5
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The Cadmus Group, Inc.
Map of Top 56 Designated Market Areas
(DMAs) by Publicity Category5
H "High" publicity category
L "Low" publicity category
O "Other" publicity category
CEE sponsor area
^ Neither Alaska or Hawaii contained DMAs ranking 56 or below.
^ New York State Energy Research Development Authority chose to sample from all of New York state.
7
New Hampshire chose to sample from the entire state. Counties included in the Boston DMA were assigned
to the "high" publicity category. The remaining counties were assigned to the "other" publicity category.
Page A-16
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The Cadmus Group, Inc.
2.2 Sample Design
The mail and WebTV samples are national samples. The sampling frame for each sample is all
households in the largest Nielsen DMAs that account for approximately 70 percent of all U.S.
households. In addition, a few CEE members sponsored more intensive sampling (oversampled)
for their states or service territories. These areas are referred to as "sponsor areas." For sponsor
areas, the frame was not limited to the large DMAs, but included the entire state or service
territory. Thus, the complete frame for the study was the combination of the largest DMAs and
any portions of sponsor areas that fell outside these DMAs.
The telephone follow-up survey was designed to assess nonresponse. The frame for this survey
consists of all non-respondents to the mail survey, except those listings that were determined to be
incorrect or incomplete addresses.
The mail, WebTV, and telephone follow-up samples are all stratified random samples.
WebTV Survey Sample
The WebTV sample is stratified by publicity category and sponsor area. Three publicity categories
and one sponsor area comprise the four strata. Full and partial DMAs in the sampling frame that
are not in sponsor areas were assigned to one of the three publicity categories. However,
individual DMAs were not treated as distinct sampling strata. Each publicity stratum included all
households in all full or partial DMAs assigned to that publicity category.
Each publicity category was allocated approximately 333 sampling points. The CEE members
funding the oversample for their sponsor areas determined the number of sampling points
allocated to their strata. Like the mail survey, a larger sample was selected to receive the survey to
allow for nonresponse.
Mail Survey Sample
The mail sample is stratified into 56 DMA strata and 3 CEE member strata. One thousand
sampling points were allocated among the 56 DMA strata. Each DMA was assigned to 1 of the 3
publicity categories (High, Low, Other), and each publicity category received approximately 333
sampling points. Within each publicity category, the 333 sampling points were allocated among
the DMAs in proportion to the number of households in the full or partial DMA. The CEE
members that sponsored oversamples for their areas determined the number of sampling points
allocated to each of their strata.
For each stratum, whether a full or partial DMA or a CEE sponsor area, the survey implemented a
simple random sample from all households in that area. To allow for nonresponse, the sample size
was approximately eight times the targeted number of samples.
Telephone Follow-Up Survey Sample
PageA-17
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The Cadmus Group, Inc.
The telephone follow-up sample is stratified by mail survey sponsor area and the "catch-all"
category "other." With three sponsor areas in the mail survey and "other," the telephone follow-up
sample has four strata. Each sponsor area was allocated 25 sampling points. The "other" stratum
was allocated 125 sampling points.
2.3 Weighting Procedures
WebTV Survey
The WebTV survey weights are developed by the Knowledge Networks, the company that
provides the WebTV survey service. The initial determination of these weights is similar to the
way the weights for the mail survey and telephone surveys are determined, as the ratio of
population size to sample size in each WebTV stratum. These weights are then adjusted by
"raking" procedures to account for differences in the WebTV panel from the study population and
survey non-response. That is, the WebTV weights incorporate post-stratification to account for
underlying differences between the recruited panel and the study population, as well as differences
in response rates for this particular survey. Both of these adjustments are based on geographic and
demographic characteristics known for both the population and the panel.
Mail Survey
The weights for the mail survey are standard sampling weights, corresponding to the number of
households in the population represented by each survey respondent. In each stratum, the weight
is calculated as the population size (total number of households in the sampling frame) in the
stratum divided by the number of respondents in the stratum.
Telephone Follow-up Survey
The weights for the telephone follow-up survey were calculated separately for those who
responded only to the telephone follow-up survey ("phone-only") and those who responded to the
telephone follow-up survey and then also responded to the mail survey ("phone-mail"). However,
both sets of weights were calculated in the same manner: the weight for each stratum is the
relevant population in the stratum divided by the number of relevant respondents in the stratum.
For phone-only respondents, the relevant population in phone follow-up survey stratum k was
estimated as follows:
popopk=ponk x tppopk
Ck
where
tppopk ฃ(1 - mailresph) x mailpoph
h k
and
popopk estimated phone-only population size in stratum k
ponk number of phone-only respondents in stratum k,
ck - number of households called at least once in stratum k;
tppopk total phone follow-up survey population in stratum k;
PageA-18
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The Cadmus Group, Inc.
mailresph response rate to the mail survey in mail survey stratum h; and
mailpoph population in mail survey stratum h.
For phone-mail respondents, the relevant population in phone follow-up survey stratum k was
estimated in a similar manner:
pmpopk= gmnk x tppopk
ck
where
pmnk number of phone-mail survey respondents in stratum k.
pmpopk estimated phone-mail population size in stratum k
3 Data Collection
3.1 Survey Implementation
WebTV Survey
The WebTV survey was deployed on September 21 and closed on October 26, 2001.
Mail Survey
The first mailing of the survey occurred during the first week of September 2001. A reminder
postcard was sent to all households on September 11. A second mailing occurred during the last
week of September to respondents that had not already returned a completed survey from the first
mailing. Returned mail surveys were received through the end of October 2001.
Telephone Follow-up Survey
The telephone survey was carried out from October 31 to November 7, 2001. The WebTV survey
was conducted between September 21 and October 26, 2001. An additional 56 completed mail
surveys arrived as a result of the telephone follow-up and were incorporated into the analysis.
3.2 Response Rates
WebTV Survey
For WebTV, the return rate is the ratio of the number completed to the number of panel members
who were asked to complete the survey. While this number is quite high, it must be adjusted by
the recruitment rate, that is, the number of households that agreed to participate in the WebTV
panel, as a proportion of the number of households asked to participate. Thus the WebTV
response rate is the product of the recruitment rate and the return rate. This product is equivalent
to the ratio of the number of surveys completed to the number of households that were offered the
opportunity to be in the study. The WebTV response rate of 45 percent is nearly twice that of the
2001 mail response rate, 26 percent. This level of response is not unusual for a WebTV survey.
PageA-19
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The Cadmus Group, Inc.
Mail Survey
The response rates of the 2001 surveys are given in Table A-4.
Table A-4
Survey Response Rates
Previous
Mail Only
2000
Current
Mail Only
2001
Current
WebTV
2001
Sendout/Requested
34,250
8,000
2,395
Completed
3,496
1,997
1,936
Ineligible
453
Return Rate (Total)
10.2%
25.0%
80.8%
Return Rate
(Excluding Member
Samples)
6%
17%
Recruitment Rate
56.0%
Response Rate
26.5%
45.3%
For the mail survey, the return rate in 2001 is much improved over the return rate in 2000, 25.0
percent compared with 10.2 percent. Like the 2000 mail survey, response rates in the CEE
member areas for the 2001 mail survey are generally higher than in the national sample. The
national mail sample, excluding CEE member surveys, yielded an overall response rate of 18.1
percent excluding ineligible returns in 2001. For purposes of comparison, the return rate (i.e.,
without subtracting ineligible returns) for the 2001 mail survey was 17 percent response rate
versus 6 percent in 20006.
The CEE committee added cover letters and streamlined the questionnaire in 2001 to increase
response rates. The new instrument had a more attractive layout and questions were fine-tuned to
make it easier to follow. Also, the 2000 instrument was a self-mailer, while the 2001 instrument
had a separate cover letter addressed to the respondent and a separate business reply envelope for
returning the questionnaire.
In 2001, ineligible cases were eliminated. These cases were identified as mailings returned due to
bad addresses. Thus, the "response rate" is calculated as the ratio of number completed to the
number of eligible households receiving the mailing. By contrast, the "return rate" is the ratio of
number returned to number receiving mailings.
Data on ineligible returns are not available for the 2000 survey.
PageA-20
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APPENDIX B
Demographic Information
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The Cadmus Group, Inc.
DEMOGRAPHICS
Overview of sampling frames by survey method
Although professional survey and data collection firms make significant efforts to ensure the rigor of their
methods and to produce the highest quality results, the demographic distributions of the respondents can
vary depending on the source of the sampling frame, as is the case for the 2001 mail and WebTV surveys.
Each survey method uses a sampling frame that contains distinct biases. For example, the sampling frame
for the mail survey relies on many different types of data sources, which can vary based on acquisition
method and timing, such as driver's license records and computerized marketing databases that are
periodically updated. While Knowledge Networks, the company that maintains the WebTV panel, strives
to create a representative panel for its WebTV frame, the respondent base will contain subjects and their
associated biases that are receptive to the WebTV incentive for service trade-off. The biases inherent in
the sampling frames for this year's study can manifest themselves not only in the results of the survey, but
also in the demographic distributions of those who respond to it.
The following analyses account for known biases in the respondent base by weighting results based on
household population distributions and response rates to some degree; however, these methods are still
imperfect. To add context to the results of the analyses, basic demographic distributions of the respondent
base for each survey method are compared to United States Census data.
Demographic comparisons to census data by survey method
The mail and WebTV samples are both national samples. Therefore, assessing the differences between
respondents and non-respondents in each survey is possible by comparing the distribution of various
demographic characteristics (weighted survey data) with those of national census data. The lower the
response rate to a survey, the higher the potential for differences between respondents and
non-respondents and, therefore, the higher the potential for the survey results to be biased by
non-response. The response rate to the 2001 mail survey is only about half that of the response rate to the
WebTV 2001 survey, 26.5 percent and 45.3 percent, respectively. Furthermore, the weights used in the
analyses of the mail surveys do not attempt to correct for differential non-response by known
demographic characteristics, whereas the weights used in the analysis of the WebTV survey do. Therefore,
the WebTV distributions would be expected to be closer to the census distributions than the mail survey
distributions.
Tables B-l through B-7 compare the demographic characteristics of respondents from each survey to the
national census data. For the majority of demographic characteristics considered, WebTV survey data was
most similar to national census data. However, for household income and number of persons in the
household, mail survey data was more similar to the census data.
Data from both of the survey methods underrepresent one-person holders and overrepresent
homeowners.
With respect to respondent age, WebTV survey returns overrepresent the youngest age group and
mail survey returns underrepresent this age group. Mail survey returns also underrepresent the next
to youngest age group (25-34 years).
Page B-l
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The Cadmus Group, Inc.
With respect to respondent income, mail survey data overrepresent households with the highest
income (at least $75,000) and WebTV survey data underrepresent these households while
overrepresenting households with moderate incomes ($25,000-$49,000).
With respect to gender, the 2001 mail survey data underrepresent women.
Also of interest is that while the return rate for the 2001 mail survey was more than double the
return rate of the 2000 survey, the 2000 respondent population was more similar to the census
population.
Comparison of the distributions based on the weighted sample data from the 2001 WebTV survey with
the distributions based on the national census data suggest that the attempt to develop weights that
correct for non-response bias was not entirely successful. Thus, the results from any of the surveys may
have some distortions in the study findings related to which groups are over- and under-represented.
Despite these differences, the overall results presented below for the 2001 mail and WebTV surveys are,
in most cases, consistent with each other and with the previous 2000 mail survey. This consistency
supports the findings from all of the surveys.
Table B-1
Household Size Distribution
Number of
Persons in
Household
Census %
Dwelling
Units3
Previous
Mail Only
2000
Current
Mail Only
2001
Current
WebTV
2001
One
26.2%
-6.9%
-7.8%
-11.6%
Two
32.9%
9.0%
6.8%
4.7%
Three
16.2%
-2.0%
1.5%
5.0%
Four
14.8%
0.4%
-0.4%
1.7%
Five or more
10.0%
-0.5%
-0.2%
0.0%
Total
100.0%
100.0%
0.0%
100.0%
Page B-2
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The Cadmus Group, Inc.
Table B-2
Age Distribution
Householder/
Respondent
Age
Census %
Householders3
Survey Estimate Less Census % Householders
Previous
Mail Only 2000
Current
Mail Only 2001
Current
WebTV 2001
24 oryoungerb
6.0%
-5.3%
-4.2%
6.0%
25-34
17.4%
-7.5%
-6.8%
1.5%
35-44
22.5%
-4.3%
-3.7%
0.4%
45-54
20.5%
5.0%
2.7%
-3.0%
55-64
13.1%
3.5%
5.2%
-1.0%
65 or older
20.5%
8.6%
6.7%
-3.9%
Total (%)
100.0%
Total (1,000s)
106,418
a U.S. Census Bureau, Census 2000.
b Census, 15-24; Mail, 18-24; WebTV, 24 or younger.
Table B-3
Gender Distribution
Householder/
Respondent
Age
Census %
Householders'3
Survey Estimate Less Census % Householders
Previous
Mail Only 2000
Current
Mail Only 2001
Current
WebTV 2001
Female
50.9%
-0.5%
-7.2%
1.3%
Male
49.1%
0.5%
7.2%
-1.3%
Total (%)
100.0%
Total (1,000s)
281,422
Table B-4
Dwelling Type Distribution
Dwelling Type
Census %
Dwelling Unitsa
Survey Estimate Less Census % Dwelling Units
Previous
Mail Only 2000
Current
Mail Only 2001
Current
WebTV 2001
Single-family, unattached
58.0%
20.2%
20.0%
7.7%
Single-family, attached
6.6%
2.9%
2.6%
5.5%
Apt. bldg. (>=4 units)
23.8%
-17.7%
-15.1%
-9.7%
Mobile home
6.6%
-3.0%
-4.2%
-2.8%
Other
5.0%
-2.4%
-3.2%
-0.7%
Total (%)
100.0%
Total (1,000s)
118,229
a U.S. Census Bureau, American Housing Survey: 1999, Table 1A-1.
Page B-3
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The Cadmus Group, Inc.
Table B-5
Own/Rent Distribution
Own/Rent
Census %
Householders3
Survey Estimate Less Census % Dwelling Units
Previous
Mail Only 2000
Current
Mail Only 2001
Current
WebTV 2001
Own
66.2%
22.1%
19.4%
8.0%
Rent
33.8%
-22.1%
-19.4%
-8.0%
Total (%)
100.0%
Total (1,000s)
105,480
a U.S. Census Bureau, Census 2000, Table DP-1.
Table B-6
Income Distribution
Total Household
Annual Income
(before taxes)
Census %
Households3
Survey Estimate Less Census % Households
Previous
Mail Only 2000
Current
Mail Only 2001
Current
WebTV 2001
Less than $15,000
16.0%
-7.8%
-8.0%
-7.4%
$15,000-$24,999
13.4%
0.4%
-3.9%
-1.4%
$25,000-$49,999
28.0%
0.9%
-0.6%
11.9%
$50,000-$74,999
18.9%
5.4%
3.4%
3.0%
$75,000 and over
238.0%
1.0%
9.1%
-6.2%
Total (%)
100.0%
Total (1,000s)
106,417
a U.S. Census Bureau, Current Population Reports, P60-2136, Money Income in the United States: 2000.
Page B-4
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The Cadmus Group, Inc.
Table B-7
Summary of Distribution Comparisons
Demographic Characteristic
Mail Only 2001
WebTV 2001
Largest Difference
(Absolute Value):
Survey Estimate Less
Census %
Largest Difference (Absolute Value):
Survey Estimate Less Census %
Householder/respondent age
25-34
-6.8%
24 or younger
6.0%
Household annual income
>=$75,000
9.1%
$25,000-$49,999
11.9%
Number of persons in household
One
-7.8%
One
-11.6%
Householder/respondent gender
Female
-7.2%
Female
1.3%
Dwelling type
Single-family,
unattached
20.0%
Apt. bldg.
-9.7%
Own/rent
Own
19.4%
Own
8.0%
PageB-5
-------
APPENDIX C
2001 CEE Mail Survey Questionnaire
-------
Energy Star*Survey
Directions
Who should fill out the survey?
Someone in your household who makes decisions
about major appliance and home electronics purchases
and is over 18 should fill out the survey.
How should ! complete the survey?
For each of the questions below, please write your
brief response neatly or mark the answers that best
describe your household with an X in the boxes provided.
Based on your response, you may be asked to go
to the next question or to skip to another question.
Please return your questionnaire in the postage-paid
envelope provided.
What if I have questions?
If you have any questions about the survey, please
call SRBI toll-free at 1-888-772-4269 between the
hours of 9:00 AM and 11:00 PM Eastern Time.
Please look at the Energy Star label above.
Write the messages that come to mind when
you see the Energy Star label.
Before this survey, had you ever seen
or heard of this label?
~ Yes
~ No -
- (Skip to Question 12 on page 3)
Where did you hear or see something about
Energy Star? Please mark all that apply.
~ Newspaper or magazine advertisement
~ Newspaper or magazine article
~ TV commercial
~ TV news feature story
~ Radio commercial
~ Billboard
~ Utility mailing or bill insert
~ Direct mail or circular advertisement
~ Labels on appliances or electronic equipment
~ Yellow EnergyGuide label
~ Displays in stores
~ Internet
~ Salesperson
~ Contractor
~ Friend, neighbor, relative, or co-worker
~ Other (please specify)
~ Don't know
What did you see or hear about Energy Star?
Please be specific.
continued on next page
page 1
-------
Please review the following list and mark with
an X each of the products, product literature,
or packaging on which you have seen the
Energy Star label.
Heating and Cooling Products
~ Central air conditioner
~ Furnace or boiler
~ Heat pump
~ Thermostat
~ Room air conditioner
Home Office Equipment
~ Computer or monitor
~ Computer printer
~ Copying machine
~ Fax machine
~ Scanner
Home Appliances/Lighting
~ Dishwasher
~ Refrigerator
~ Lighting fixture
~ Washing machine
~ Compact fluorescent light bulb
~ Microwave oven
Home Electronics
~ Television
~ VCR
~ Audio product
Building Materials
~ Window
~ Door
~ Skylight
~ Insulation
~ Roofing material
Buildings
~ Newly built home
~ None of these products
Have you purchased any of the products listed
in the previous question in the last 12 months?
~ Yes
~ No -
- (Skip to Question 13 on page 3)
For any of the products you purchased, did you
see the Energy Star label (on the product itself,
on the packaging, or on the instructions)?
~ Yes
On which products did you see the
Energy Star label? (please list all products)
ฉ
Q No ~ (Skip to Question 12 on page 3)
Q Don't know ~ (Skip to Question 12 on page 3)
For any EnergySTAR-labeled produces) you purchased,
how much did the presence or absence of the Energy
Star label influence your purchasing decision?
~
~
~
~
~
Very much
Somewhat
Slightly
Not at all
Don't know
O
ฉ
ฉ
If you purchased an Energy STAR-labeled product,
did you receive rebates or reduced-rate financing?
~ Yes
Q No ~fS/c/p to Question 11)
~ Don't know (Skip to Question 11)
If rebates or reduced-rate financing had not
been available, how likely is it that you would
have purchased the Energy STAR-labeled product?
~ Very likely
~ Somewhat likely
~ Slightly likely
~ Not at all likely
~ Don't know
How likely are you to recommend Energy STAR-
labeled products to a friend?
~ Very likely
~ Somewhat likely
~ Slightly likely
~ Not at all likely
~ Don't know
continued on next page
page 2
-------
ฉ
Which of the following products have
Please look at the product types listed
you purchased in the last 12 months?
below. Please mark with an X the source(s)
Please mark with an X all that apply.
of information you are most likely to use to
obtain information about that product type.
Heating and Cooling Products
Please mark all that apply.
~ Central air conditioner
~ Furnace or boiler
Heating and Cooling Products
~ Heat pump
~
Consumer Reports and other
~ Thermostat
~
product-oriented magazines
~ Room air conditioner
Other magazines
~
Newspapers
Home Office Equipment
~
Radio
~ Computer or monitor
~
Television
~ Computer printer
~
Electric or gas utility
~ Copying machine
~
Advice from retailers or salespersons
~ Fax machine
~
Advice from contractors
~ Scanner
~
Advice from a friend, neighbor,
relative, or co-worker
Home Appliances/Lighting
~
Internet
~ Dishwasher
~
Other
~ Refrigerator
~
Don't know
~ Lighting fixture
~ Washing machine
Home Appliances/Lighting/Home Electronics
~ Compact fluorescent light bulb
LI
Consumer Reports and other
~ Microwave oven
~
product-oriented magazines
Other magazines
Home Electronics
~
Newspapers
~ Television
~
Radio
~ VCR
~
Television
~ Audio product
~
Electric or gas utility
~
Advice from retailers or salespersons
Building Materials
~
Advice from contractors
~ Window
~
Advice from a friend, neighbor,
~ Door
relative, or co-worker
~ Skylight
~
Internet
~ Insulation
~
Other
~ Roofing material
~
Don't know
Buildings
~ Newly built home
~ None of these products
continued on next page
page 3
-------
Please Note
We emphasize that this survey is strictly confidential.
Your responses will be grouped with the responses
of other survey participants, and your name will not
be associated with your responses or be provided
to anyone else.
O How many people live in your household,
including yourself? (Please count children
as well as adults. Include all members of your
household who live with you 6 months or
more during the year, whether or not they
are related to you.)
Number of people in household:
ฉ What is your age?
~
18 - 24
~
25 - 34
~
35 - 44
~
45 - 54
~
55 - 64
~
65 - 74
~
75 or older
What is your gender?
~ Male
~ Female
O
o
Which of the following best describes
your home?
~ Single-family home not attached to others
~ Townhouse or row house
~ Duplex or triplex
~ Apartment (in building with 4 or more units)
~ Mobile home
~ Other
How many bedrooms do you have
in your home?
Number of bedrooms:
O
Do you or another household member
own or rent your present home?
~ Own
~ Rent
~ Occupy but do not pay rent
Please mark the box indicating the total
combined income in the last 12 months of
all family members living in your household.
(Include income from all sources before taxes
and deductions.)
~ Less than $15,000
~ $15,000 - $19,999
~ $20,000 - $24,999
~ $25,000 - $39,999
~ $40,000 - $49,999
~ $50,000 - $74,999
~ $75,000 - $99,999
~ $100,000 and over
Thank you very much for your assistance.
Please return your questionnaire in the
postage-paid envelope provided.
page 4
-------
APPENDIX D
2001 CEE Web TV Survey Questionnaire
-------
Page 1
WebTV Questions final version, 9/10/01
Yes
Don't
Know
No
Yes
Don't
Know
ES3.
Is this the label you have seen or heard of
before? [SHOW LABEL]
ESI. Have you ever seen or heard of the
Energy Star label?
EG1.
Have you ever seen or heard of yellow
stickers called EnergyGuide labels?
ES2.
What does the Energy Star label mean to
you?
EG2.
What information does the Energy Guide
label provide?
-------
Yes
SOI.
Where did you see or hear something
about Energy Star? Please mark all that
apply.
[checkbox]
Newspaper or magazine
advertisement
Newspaper or magazine article
TV commercial
TV news feature story
Radio commercial
Billboard
Utility mailing or bill insert
Direct mail or circular
advertisement
Labels on appliances or electronic
equipment
Yellow EnergyGuide label
Displays in stores
Internet
Salesperson
Contractor
Friend, neighbor, relative, or co-
worker
Other (please specify) [text box]
Don't know
Page 2
Don't
Know
No
Skip to alternate Q12a
ES6.
Now that you have had the opportunity to
see the ENERGY STAR label, do you recall
seeing or hearing anything about it before
this survey?
ES4al.
Please look at the ENERGY STAR label
on the left. Type the messages that
come to mind when you see the Energy
Star label.
[SHOW LABEL]
-------
S02.
What did you see or hear about
Energy Star? Please be specific.
Go to Q5a
-------
Page 4
Q5(c). Finally, please review the last of the product
lists below and select each of the products, product
literature, or packaging on which you have seen the
Energy Star label.
Building Materials Buildings
Window Newly built home
Door
Skylight
Insulation
Roofing material
Home Appliances/Lighting Home Electronics
Dishwasher Television
Refrigerator VCR
Lighting fixture Audio product
Washing machine
Compact fluorescent light bulb
Microwave oven
None of these products
Q5(b). Please continue reviewing the lists of
products below, and select each of the products,
product literature, or packaging on which you have
seen the ENERGY STAR label.
Heating and Cooling Products Home Office Equipment
Central air conditioner Computer or monitor
Furnace or boiler Computer printer
Heat pump Copying machine
Thermostat Fax machine
Room air conditioner Scanner
None of these products
Q5(a). Now we're going to ask you about several
groups of products. As you review the list, please
select each of the products, product literature, or
packaging on which you have seen the ENERGY
STAR label.
-------
Page 5
"No" or "Don't know" to ES6:
Alternate Q12a:
Now we're going to ask you about several
groups of products. Which of these products
have you purchased in the last 12 months?
Please check all that apply.
Heating and Cooling Products Home Office
Equipment
Central air conditioner Computer or monitor
Furnace or boiler Computer printer
Heat pump Copying machine
Thermostat F ax machine
Room air conditioner Scanner
None of these products
-------
Page
From alternate Q12a:
Q12(a). Please look at each of the groups of products again. Which of
these products have you purchased in the last 12 months? Please check all
that apply.
Heating and Cooling Products Home Office Equipment
Central air conditioner Computer or monitor
Furnace or boiler Computer printer
Heat pump Copying machine
Thermostat Fax machine
Room air conditioner Scanner
None of these products
Q12(b). Please continue reviewing the lists of products below. Which of
these products have you purchased in the last 12 months? Please check all
that apply.
Home Appliances/Lighting Home Electronics
Dishwasher Television
Refrigerator VCR
Lighting fixture Audio product
Washing machine
Compact fluorescent light bulb
Microwave oven
None of these products
Q12(c). Finally, please review the last of the product lists below. Which of
these products have you purchased in the last 12 months? Please check all
that apply.
Building Materials Buildings
Window Newly built home
Door
Skylight
Insulation
Roofing material
None of these products
-------
Page 7
No products purchased OR
ES6="No" or "Don't know":
Skip to Q13a
Products
purchased
For any of the products you purchased, did you see the
ENERGY STAR label (on the product itself, on the
packaging, or on the instructions)?
"No" or "Don't
Know"
(Skip to Q 13a)
Yes
On which products did you see the ENERGY STAR
label?
(show only the products they checked off in Q12,
with options to check for each-> "Saw label" "Did
not see label" "Don't know")
-------
Page 8
For any ENERGY STAR-labeled product(s) you purchased, how
much did the presence or absence of the ENERGY STAR label
influence your purchasing decision?
Very much
Somewhat
Slightly
Not at all
Don't know
Did you receive rebates or reduced-rate financing for any
ENERGY STAR-labeled product(s) you purchased?
"No" or "Don't
Know"
(Skip to Qll)
If rebates or reduced-rate financing had not been available, how
likely is it that you would have purchased the ENERGY STAR-
labeled product?
Very likely
Somewhat likely
Slightly likely
Not at all likely
Don't know
-------
Qll. How likely are you to recommend ENERGY STAR-
labeled products to a friend?
Very likely
Somewhat likely
Slightly likely
Not at all likely
Don't know
Q13a. Now, please think only about Heating and Cooling Products. Please select
the source(s) of information you are most likely to use to obtain information about
this product type. Please mark all that apply.
Heating and Cooling Products
Consumer Reports and other product-oriented magazines Advice from retailers or
salespersons
Other magazines Advice from contractors
Newspapers Advice from a friend, neighbor, relative, or co-worker
Radio Internet
Television Other
Electric or gas utility Don't know
Q13b. Now, please think only about Home Appliances / Lighting / Home
Electronics. Please select the source(s) of information you are most likely to use
to obtain information about this product type. Please mark all that apply.
Home Appliances / Lighting / Home Electronics
Consumer Reports and other product-oriented magazines Advice from retailers
or salespersons
Other magazines Advice from contractors
Newspapers Advice from a friend, neighbor, relative, or co-worker
Radio Internet
Television Other
Electric or gas utility Don't know
Go to demographic and closing questions.
-------
APPENDIX C
2001 CEE Telephone
Follow-up Survey Questionnaire
-------
ENERGY Star Telephone Survey, final version, 10/29/01:
Hello, my name is from S.R.B.I. Market & Opinion Research. I am
calling on behalf of C.E.E., a non-profit organization, on a study of appliance purchasing. I'm
not selling anything. May I speak with ?
A. May I confirm that you are 18 or older and are involved in making decisions about major
appliance and electronics purchases for the household?
Yes
No -> May I speak with someone in your household who is 18 or older and is
involved in making decisions about major appliance and electronics purchases for
the household? (Repeat introduction when that person comes on the line.)
B. (If person is unavailable) May I speak with someone in your household who is 18 or older
and is involved in making decisions about major appliance and electronic purchases for the
household?
(IF ASKED) This will take less than 5 minutes.
(The SRBI CAT! system will automatically provide a large range of disposition codes relating to dialing-
nonworking numbers, business, fax, answering machines, etc. The refusals, call-backs, terminates, etc.,
are recorded at a later time after someone actually answers the call. All this information is captured by
the CATI system.)
Global Response Codes:
Don't know = .d
Missing = .m (x)
Skips = .s
Refused = .r
Yes = 1
No = 2
phwgt = weight
strata = strata
DMA = DMA
DMAZIPGR = DMA zip group
pubcat, publicity category
High 1
Other 2
Low 3
1
-------
w3a [not shown]. Let me begin by asking if you have ever seen or heard of the ENERGY STAR
In the past 12 months, did you or someone in your household purchase any of the following:
(rotate)
oqlla_l. Heating or cooling equipment?
Yes
No
oql la_3a. Major appliance? [Dishwasher, Refrigerator, Washing Machine]
Yes
No
oql la_2. Home office equipment?
Yes
No
oqlla_4. Home Electronics?
Yes
No
oqlla_5. Building materials?
Yes
No
Q3. A few weeks ago, we mailed you a survey with questions about the ENERGY STAR label.
Do you recall seeing this survey?
label?
Yes
No
Yes
Yes, and returned the survey-^ (skip to oq21)
No-> (skip to oq21)
2
3
2
-------
4. I'm going to read you a list of reasons why people sometimes don't complete surveys. For
each of these, please tell me if this was a reason that you didn't answer the survey we sent
you. [Randomize order in which these are asked]
Q4a. I was too busy.
Yes
No
Q4b. I was distracted because of the events in the news.
Yes
No
Q4c. It did not seem important after the September 11 attacks.
Yes
No
Q4d. The subject of the survey did not interest me.
Yes
No
Q4e. I don't complete surveys of any kind.
Yes
No
5. Were there any other reasons why you did not respond to the survey? (Probe to the negative
and record response) (open-end)
Q5. Gave Response = 1
Don't know/Refused = 2
Q50E. Open-end response
[coded open-ends, 1 = mentioned, 0 = not mentioned]
mr_pq5oe_l = Illness
mr_pq5oe_3 = Thought it was junk
mr_pq5oe_4 = No interest
mr_pq5oe_5 = Too long
mr_pq5oe_6 = Other
mr_pq5oe_7 = Don't know/Refused
mr_pq5oe_8 = Skip
3
-------
oq21. Just for classification purposes, do you or another member of your household own or rent
your present home?
Own 1
Rent 2
Occupy but do not pay rent 3
oql6. In what year were you born?
18-24 1
25-34 2
35-44 3
45-54 4
55-64 5
65-74 6
75 or older 7
wl6a. Respondent age.
Q8. We are still very interested in finding out what you have to say on the short mail survey we
recently sent you. Would you be willing to complete the mail survey if we send you $10 when
we receive it, just as a thank you for your time?
Yes (We will send you another copy of the questionnaire in case you have
misplaced yours. Will you please confirm that your mailing address is: (sample
read-in)
No
oql7. Gender (record)
Male 1
Female 2
That's all I have to ask you. Thank you for taking the time to talk with me and have a very
pleasant evening/day. Goodbye.
4
-------
APPENDIX F
2000 CEE Mail Survey Questionnaire
-------
^?HwSelwWSurvey
Energy Star "ฐ
promoting energy
ซ.. -r ;5ix" r:sS4T^^;*;s"e
are assessing a pepartment of Ene^' _ompanies. Your
protection Agency, electric and gas util y ^r... out this
governments, and nun*take a few it
I 'eeponee is very to the ฐ^nJ wil, be
questionnaire, fold t 9 Mge necessary). M <~P
rssss^
1 The Consortium for Energy Efficiency ^
Fold on Dotted Line
Staple or tape here
-------
Household Survey I
Instructions i
r) I
WhojhQulicgnTpIe^^ person in your I
and home electronics purchases. 1
1 Write your brief |
response neatly or mart^ yQUr
I situation with an X 'n t d t0 the next
\ refold the questionnaire
1 No postage is necessary.
1 at 1-800-966-1254. [/
ฆ?j\
D rj5
Please look at the Energy Star Label above.
Write the first message that comes to mind when
you see the Energy Star Label.
Please write any other messages that come to mind when you see the Energy Star Label.
Prior to this survey, had you ever heard of or seen this Label? ~ Yes (Proceed to Question ~ on page 2)
~ No (Skip to Questioneei onpaae 3)
Page 1
-------
Please review the following list and mark with an X all places in which you have seen or heard about the
Energy Star Label.
~ In newspapers or magazines ~
~ On television ~
~ On utility inserts or by direct mail ~
~ On displays in stores
On the Internet
From a sales person or contractor
From a friend, neighbor, relative, or
coworker
~ Other
~ None of these sources
~ Don't know
Please review the following list and mark with an X all the products or product literature on which you have seen the
Energy Star Label.
Heating and Cooling Products
Home Appliances/Lighting
Building Materials
~ Central air conditioner
~ Dishwasher
~
Window
~ Furnace or boiler
~ Refrigerator
~
Door
~ Heat pump
~ Lighting fixture
~
Skylight
~ Thermostat
~ Washing machine
~
Insulation
~ Room air conditioner
~ Compact fluorescent light bulb
~
Roofing material
~ Microwave
Home Office Equipment
~ Computer or monitor
Home Electronics
~
Newly Built Home
~ Computer printer
~ Television
~
None of These Products
~ Copying machine
~ VCR
~ Fax machine
~ Audio product
~ Scanner
~
~
Have you purchased any of the products listed in
Question in the last 12 months?
Yes (Proceed to Question ~>
No (Skip to Question E kA on page 3)
For any of the products you purchased, did you see the
Energy Star Label (on the product itself, on the packaging,
or on the instructions)?
~ Yes. On which products did you see the Energy Star label?
(please list all products)
(Proceed to Question ED
~ No (Skip to Question 61 on page 3)
~ Don't Know (Skip to Question HI on page 3)
8 For any Energy Star product(s) you purchased, did the
presence or absence of the Energy Star Label influence
your purchasing decision?
~ Yes (Proceed to Question 0)
~ No (Proceed to Question EJ>
~ Don't Know (Proceed to Question H>
9 if you purchased an Energy Star product, did you receive
rebates or reduced-rate financing?
~ Yes (Proceed to Question EE)
D No (Skip to Question HI on page 3)
~ Don't Know (Skip to Question I on page 3)
10
If rebates or reduced-rate financing had not been available, how likely is it that you would have purchased
the Energy Star product?
~ Very Likely
~ Somewhat Likely ~ Somewhat Unlikely
~ Very Unlikely ~ Don't Know
Page 2
Please continue on the next page
-------
Which of the following products have you purchased in the last 12 months? Please mark with an X all that apply.
Heating and Cooling Products Home Appliances/Lighting
~ Central air conditioner
~ Furnace or boiler
~ Heat pump
~ Thermostat
~ Room air conditioner
Home Office Equipment
~ Computer or monitor
~ Computer printer
~ Copying machine
~ Fax machine
~ Scanner
~ Dishwasher
~ Refrigerator
~ Lighting fixture
~ Washing machine
~ Compact fluorescent light bulb
~ Microwave
Home Electronics
~ Television
~ VCR
~ Audio product
Building Materials
~ Window
~ Door
~ Skylight
~ Insulation
~ Roofing material
~ Newly Built Home
~ None of These Products
Please look at the product types listed below. Please mark with an X the source(s) of information you are most likely to use to
obtain information about that product type. Mark all that apply.
Heating and Cooling Products Home Appliances/Lighting/Home Electronics
12
~ Consumer Reports and other product-oriented magazines ~
~ Other magazines ~
~ Newspapers ~
~ Radio ~
~ Television ~
~ Electric or gas utility program ~
~ Advice from retailers ~
~ Advice from contractors ~
~ Advice from a friend, neighbor, relative, or coworker ~
~ Internet ~
~ Other ~
~ Don't know ~
Consumer Reports and other product-oriented magazines
Other magazines
Newspapers
Radio
Television
Electric or gas utility program
Advice from retailers
Advice from contractors
Advice from a friend, neighbor, relative, or coworker
Internet
Other
Don't know
Pleasฉ notes We emphasize that this
survey is strictly confidential. Your re-
sponses will be included with the responses of
other survey participants, and your name will
not be associated with your responses or be
provided to the government or any other party.
13
How many personal computers
are in use in your home?
Number of computers:
(If vour answer is 0. Dlease skio to Question EE
14
Adding together the use of all
computers in your home, what is
the average number of hours per day that
computers are turned on?
Average number of hours:
15
How many people live in your
household, including yourself?
(Please count children as well as adults.
Include all members of your household
whether or not they are related to you.)
Number of people in household:
16
What is your age?
~
~
~
~
18-24
~
55-64
25-34
~
65-74
35-44
~
75 +
45-54
17
What is your gender?
~ Male
~ Female
Are you the person responsible
for paying the energy bill(s)
your household?
18
in
~
~
Yes
No
19
Which of the following best
describes your home?
~ Single-family home not attached to others
~ Townhouse or row house
~ Duplex or triplex
~ Apartment (in building with 4+ units)
~ Mobile home
~ Other
How many bedrooms do you
have in your home?
Number of bedrooms:
20
21
Do you or members of your
household own or rent your
present home?
~ Own
~ Rent
~ Occupy but do not pay rent
Please mark the box indicating
the total combined income in the
last 12 months of all family members living
in your household. (Include income before
taxes and deductions from all sources.)
~ Less than $5,000
~ $5,000 - $9,999
~ $10,000 - $14,999
~ $15,000 - $19,999
~ $20,000 - $24,999
~ $25,000 - $49,999
~ $50,000 - $74,999
~ $75,000 and over
Thank you very much for
your assistance
Page 3
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