design of experiment & survey instrument

In order to test the effectiveness of Spanish-language radio ads, respondents were randomly assigned to one of seven conditions in a true experiment – six treatment groups and a control:


  1. Control Condition

    Respondents heard no ads until after the main survey questions.

  2. (Partisan) Business Taxes

    http://prac-gadget.googlecode.com/svn/branches/google-audio-step.swf

    Male: Half the buildings here are boarded up. Absentee landlords find loop-holes to use them for tax write-offs. But my little business pays the state its license tax, and another to the city, and another to some “special” district I never heard of. Female: Then the Democrats tell US what paint to use and what our signs should look like. Male: We believed in the American dream but the dream is being suffocated by a corrupt Democrat city government. It is time to save the American Dream for US! Announcer: Paid for by Americas __________ because it is your dream, not the Democrat Machine’s.

  3. (Non-Partisan) Abortion

    http://prac-gadget.googlecode.com/svn/branches/google-audio-step.swf

    Female: There are communities where more babies are aborted than born. And if you are a Hispanics baby, you are two times more likely to be aborted than if you are white! Male: Our own future in our community is being killed off. Female: The message I hear, to make our lives better, abort our future; does that even make sense! Male: Many in the abortion industry even believe that if a baby survives an abortion, it can still be murdered and Partial Birth abortions are nothing more infanticide and somehow being pro-life is being extreme! Female: We don’t need our future to be killed off but instead, we need hope in our future. Male: We need opportunity to start jobs in our community to employ our friends and neighbors. Female: We need safety in our street from crime so we can walk at night. Male: We need to have hope in our future and not despair. Female: Aborting our babies are not the answer but instead hope means we can dream again and bring our children into a world where the American dream can be realized.

  4. (Partisan) Abortion

    http://prac-gadget.googlecode.com/svn/branches/google-audio-step.swf

    Female: There are communities where more babies are aborted than born. And if you are a Hispanic baby, you are three times more likely to be aborted than if you are white Male: Our own future in our community is being killed off. Female: The message I hear, to make our lives better, abort our future; does that even make sense! Male: Many in the abortion industry even believe that if a baby survives an abortion, it can still be murdered and many Partial Birth abortions are nothing more infanticide and somehow being pro-life is being extreme! Female: We don’t need our future to be killed off but instead, we need hope in our future. Male: We need opportunity to start jobs in our community to employ our friends and neighbors. Female: We need safety in our street from crime so we can walk at night. Male: We need to have hope in our future and not despair. Female: Democrats ask us for our votes every election but yet, why do we vote for a Party that wants our votes but not our babies! So that our children can have a future, I am voting Republican.

  5. (Non-Partisan) Education

    http://prac-gadget.googlecode.com/svn/branches/google-audio-step.swf

    Female: Public schools are failing and some 40% of students won’t even graduate, Male: Many teachers don’t send their children to schools they work in, they know what is going on. Female: All I want is the same choice the teachers have–to send my kids to a better school. I just want fairness. Male: We need to expand charter schools and have more options, so our children can have the same opportunities that others have. Female: School choice and charter Schools are the path to a better education. Announcer: Paid for by Americas ____________, because school choice is about fairness.

  6. (Partisan) Eduction

    http://prac-gadget.googlecode.com/svn/branches/google-audio-step.swf

    Female: Public schools are failing and some 40% of students won’t even graduate. Male: But Democrats in the teachers Unions don’t send their children to schools they work in, they know what is going on. Female: All I want is the same choice the Democrat teachers have–to send my kids to a better school. I just want fairness. Male: We need to expand charter schools so our children can have the same opportunities others have. Female: Like Republicans, I know school choice is the path to a better education. Announcer: Paid for by Americas ____________, because school choice is about fairness.

  7. (Non-Partisan) Gun Control

    http://prac-gadget.googlecode.com/svn/branches/google-audio-step.swf

    Female: Illinois needs to allow us to carry a gun, finally putting honest citizens on a level playing field with the criminals!. Male: States that have concealed carry laws have lower crime rates! Let criminal worry if I have a gun! Female: A friend of mine was mugged. Maybe if the criminals had to think twice about what she might have had in her purse she might still have her purse. Legislators should trust us with own self-defense!

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