Austrade AdTracking Study 2001
Project Ref: 2057 (Draft)
Project Ref: 2057
INTRODUCTION:
Good morning/afternoon. My name is ( ............... ) from The Wallis Consulting Group in
Melbourne. We are conducting a Federal Government sponsored survey of businesses.
May I please speak to your Export Sales Director, or the person who comes closest to that
role. PROMPT: your Marketing Director, Sales Director or else your Managing Director.
WHEN THROUGH TO CORRECT PERSON REPEAT INTRODUCTION, AND ADD:
S1
The survey takes ten to fifteen minutes. All answers remain confidential and
companies participating are not revealed to the sponsor of the survey. May I go
ahead now?
IF NECESSARY: This survey has been approved by the Commonwealth
Government Statistical Clearing House. The approval number is 00377-02. You
may phone the Statistical Clearing House on (02) 6252 5285 to verify the approval
number.
01
02
03
04
05
06
S2
Continue
Refusal
Inconvenient – Call Back
Respondent away - Call Back
Wrong person – Switch Respondent
Correct respondent Away During Survey
Is your organisation currently READ OUT:
01
02
03
Exporting goods or services
GO TO Q1a
Not exporting now, but considering or planning to
export in the future
GO TO Q1b
Neither of these
ASK S3
IF CODE 3 AT S2 ASK S3
S3
Even if you aren’t currently exporting, or planning to, are the kinds of goods or
services your organisation deals in exportable or not?
01.
02.
03.
Yes
No
Don’t know
ASK S4
TERMINATE
TERMINATE
IF EXPORTABLE GOODS AND SERVICES
S4
In the future, even though it may be a long way off, could you ever envisage
exporting?
01.
YES
GO TO Q1b
02.
NO
TERMINATE
03.
DON’T KNOW
TERMINATE
TERMINATE: Thank you, but we need to speak with companies that are potential exporters
2057(Draft: 30/06/16)
The Wallis Group
Austrade Ad-Tracking 2001
Page 2
EXPORTING HISTORY
EXPORTERS ASK Q1A. POTENTIAL EXPORTERS ASK Q1B
Q1a
Q1b
What kinds of goods or services do you export?
If you were going to export what kinds of goods or services would you be exporting?
RECORD VERBATIM
EXPORTERS: (S2 = 1) ASK Q2; OTHERS GO TO Q6
Q2.
When did your organisation first start exporting? CODE TO BEST FIT:
01
02
03
04
05
06
07
Q3.
This year (2001)
Last year/2000
1999
1996 - 1998
1991 - 1995
Before 1991
Don’t know
Is the exporting that you do just occasional one-off exports, or do you export on an
on-going basis?
01 One-off/occasional
02 On-going/regular
03 Can’t say
Q4.
Is your organisation planning to expand into new export markets in the next few
years?
01
02
03
Yes
No
Can’t say
GO TO Q7a
GO TO Q7a
GO TO Q7a
POTENTIAL EXPORTERS: (S2 NOT 1) ASK Q6
Q6.
In the past, has your organisation ever…? READ OUT
01
02
03
WG2057 (Draft 30/06/16l
Exported (but Is not exporting now)
Considered exporting
No - neither
GO TO Q7b
GO TO Q7b
GO TO Q7b
The Wallis Group
Austrade Ad-Tracking 2001
Page 3
AWARENESS OF AUSTRADE AND OTHER SOURCES OF SUPPORT AND INFORMATION
EXPORTERS ASK Q7a. POTENTIAL EXPORTERS ASK Q7b
Q7a If you were thinking of expanding your organisation’s exports, what government or
private organisations are you aware of which are available for assistance.
DO NOT READ OUT. PROMPT: What others?
Q7b
If you were considering exporting, what government or private organisations are
you aware of which are available for assistance? DO NOT READ OUT
PROMPT: What others? Any others?
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15
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19
20
21
Q7b
Austrade (Gov't)
AusIndustry (Gov’t)
Export Access (Gov’t)
Department off Foreign Affairs And Trade (Gov’t)
Institute of Export
Tradestart
(Local) Chamber of Commerce
Banks
Accounting Firms
Law Firms
Industry Association(s)
Personal / Industry Contacts
Contacts And Resources in your organisation
Management Consultants
Bilateral (International) Trade Organisation
Commercial Attaché (with a foreign embassy in Australia)
Financial or Tax Adviser
Internet
Other (Specify)
None
Don’t Know
What other, more informal, avenues of advice and assistance about exporting do
you know of? DO NOT READ OUT. PROMPT: What others?
01
02
03
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08
09
10
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12
WG2057 (Draft 30/06/16l
(Austrade)
Personal contacts
Contacts and resources in your organisation
Lawyer
Accountant
Financial or Tax Adviser
Chamber of Commerce
Government Department appropriate to our industry
Internet
Other (Specify)
None
Don’t Know
The Wallis Group
Austrade Ad-Tracking 2001
Q8a
Page 4
If you were considering exporting, what do you think would be the BEST SOURCE of
help or information that you could use? DO NOT READ OUT. SINGLE CODE
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Austrade (Gov't)
AusIndustry (Gov’t)
Export Access (Gov’t)
Department off Foreign Affairs And Trade (Gov’t)
Institute of Export
Tradestart
(Local) Chamber of Commerce
Banks
Accounting Firms
Law Firms
Industry Association
Personal / Industry Contacts
Contacts And Resources in your organisation
Management Consultants
Bilateral (International) Trade Organisation
Commercial Attaché (with a foreign embassy in Australia)
Financial or Tax Adviser
Internet
Other (Specify)
None
GO TO Q9
Don’t Know
GO TO Q9
IF CODE 1 – 19 AT Q8a ASK Q8b
Q8b What OTHER SOURCES of help or information are particularly good?
DO NOT READ OUT MULTI CODE
01
02
03
04
05
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07
08
09
10
11
12
13
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15
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21
WG2057 (Draft 30/06/16l
Austrade (Gov't)
AusIndustry (Gov’t)
Export Access (Gov’t)
Department off Foreign Affairs And Trade (Gov’t)
Institute of Export
Tradestart
(Local) Chamber of Commerce
Banks
Accounting Firms
Law Firms
Industry Association
Personal / Industry Contacts
Contacts And Resources in your organisation
Management Consultants
Bilateral (International) Trade Organisation
Commercial Attaché (with a foreign embassy in Australia)
Financial or Tax Adviser
Internet
Other (Specify)
None
Don’t Know
The Wallis Group
Austrade Ad-Tracking 2001
Page 5
ASK ALL
Q9a Have you recently seen, heard or read any advertising or other communications from
organisations that give assistance with exporting? IF YES: Who from?
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02
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08
09
Austrade (Gov’t)
AusIndustry (Gov’t)
Export Access (Gov’t)
Department of Foreign Affairs and Trade
Institute of Export
Tradestart
(Local) Chamber of Commerce
Other (SPECIFY)
No/Don’t Know
GO TO PREQ10
REPEAT Q9b/9c FOR EACH ORGANISATION CODED AT Q9a (FOR UP TO THREE
ORGANISATIONS)
Q9b
Where did you see or hear those communications about (ORGANISATION AT
Q9a)? And where else? RECORD – ACCEPT MULTIPLES
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02
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09
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15
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17
Q9c
TV advertising
Radio advertising
National/Local Newspaper ads
Magazine advertising
Poster(s) at airport
In-flight video/promotion (On Aircraft)
Other Advertising (SPECIFY) ______________________________
Brochure in Mail/Direct Mail
Attended Seminar
News Item/Media Report
Word of mouth – Other business people
Referral from Industry Association
Dealings with them/use them
Internet
Fax/email from them
Other (SPECIFY) ____________________________________
Don’t Know
What did that/those communications tell you about (ORGANISATION AT Q9a)?
PROBE FULLY. RECORD VERBATIM
PRE Q10




IF AUSTRADE MENTIONED AT Q7a/b OR Q8a/b BUT NOT AT Q9a GO TO Q11a
IF AUSTRADE MENTIONED AT Q9a BUT NO MENTION OF ADVERTISING AT Q9b
(CODES 1-7) GO TO Q11a
IF AUSTRADE MENTIONED AT Q9a AND CODES 1-7 AT Q9b GO ON TO Q12
IF NO MENTION OF AUSTRADE AT Q7a/b, Q8a/b OR Q9a ASK Q10
WG2057 (Draft 30/06/16l
The Wallis Group
Austrade Ad-Tracking 2001
Q10.
Page 6
Have you heard of Austrade? PROMPT: It is the Australian Trade Commission have you heard of it?
01
02
Yes
No
ASK Q11a
GO TO Q21
IF AWARE OF AUSTRADE BUT NO MENTION AT Q9a AND Q9b(1-7) ASK Q11a.
OTHERS GO TO Q12
Q11a Have you seen, heard or read any advertising for Austrade recently?
01
02
Yes
No
ASK Q11b
GO TO Q12
Q11b Where did you see or hear that advertising about Austrade?
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17
TV advertising
Radio advertising
National/Local Newspaper ads
Magazine advertising
Poster(s) at airport
In-flight video/promotion (On Aircraft)
Other Advertising (SPECIFY) ______________________________
Brochure in Mail/Direct Mail
Attended Seminar
News Item/Media Report
Word of mouth – Other business people
Referral from Industry Association
Dealings with them/use them
Internet
Fax/email from them
Other (SPECIFY) ____________________________________
Don’t Know
Q11c What did that advertising say about Austrade? PROBE FULLY.
RECORD VERBATIM
WG2057 (Draft 30/06/16l
The Wallis Group
Austrade Ad-Tracking 2001
Page 7
AWARENESS OF AUSTRADE SERVICES
ASK ALL AWARE OF AUSTRADE AT Q7/Q8/Q9a. OTHERS GO TO Q
Q12 We are interested to know how much people know about the services Austrade
offers. As far as you know, what services does Austrade offer? PROBE FULLY
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08
09
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12
13
Q13
Advice on how to start exporting, where else to go for help
Information or research on overseas markets
On-the-ground assistance (interpreters, office space and visas etc)
Assistance in finding agents, distributors or business partners in overseas
markets
Access to government contacts in overseas markets
Alerting businesses to specific export opportunities in other countries
Taking businesses on trade missions and to international exhibitions
Creation of consortia or alliances to pursue major project opportunities
overseas
Grants to offset the marketing costs of exporting
Seminars on general topics such as exporting, or e-commerce
Seminars or briefings on particular overseas countries or regions
Other (SPECIFY)
Don’t know
Now I am going to read out a list of services. Please tell me for each if you are
definitely aware that Austrade offers that service.
READ OUT EACH SERVICE NOT MENTIONED AT Q12. ONLY CODE YES IF
RESPONDENT DEFINITELY AWARE OF SERVICE
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02
03
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07
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09
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11
WG2057 (Draft 30/06/16l
Advice on how to start exporting, how to choose the best export markets, and
where else to go for help
Information or research on overseas markets
On-the-ground assistance such as interpreters, office space and visas
overseas
Assistance in finding agents, distributors or business partners in overseas
markets
Access to government contacts in overseas markets
A service to alert businesses to specific export opportunities in other countries
Arrangements for taking businesses on trade missions and to international
exhibitions
Creation of consortia or alliances to pursue major project opportunities
overseas
Grants to offset the marketing costs of exporting
Seminars on general topics such as exporting, or e-commerce
Seminars or briefings on particular overseas countries or regions
The Wallis Group
Austrade Ad-Tracking 2001
Page 8
CONTACT WITH AUSTRADE
Q14.
Have you personally ever had any contact with Austrade?
01
02
03
Yes
No
Don’ know
GO TO 17
GO TO 17
IF YES TO Q14 ASK Q15
Q15. When did you most recently have contact with Austrade?
01
02
03
04
05
06
07
Q16.
This year/currently using
Last year/ 2000
1999
1996 - 1998
1991 - 1995
Before 1991
Don’t know
Which Austrade services have you ever used? PROBE: What others? PROBE:
What others?
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05
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07
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09
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13
WG2057 (Draft 30/06/16l
Advice on how to start exporting, where else to go for help
Information or research on overseas markets
On-the-ground assistance (interpreters, office space and visas etc)
Assistance in finding agents, distributors or business partners in overseas
markets
Access to government contacts in overseas markets
Alerting businesses to specific export opportunities in other countries
Taking businesses on trade missions and to international exhibitions
Creation of consortia or alliances to pursue major project opportunities
overseas
Grants to offset the marketing costs of exporting
Seminars on general topics such as exporting, or e-commerce
Seminars or briefings on particular overseas countries or regions
Other (SPECIFY)
Don’t know
The Wallis Group
Austrade Ad-Tracking 2001
Page 9
RATINGS OF AUSTRADE
ASK ALL AWARE OF AUSTRADE
Q17. We would like your views on how good Austrade is in assisting Australian businesses
in exporting or thinking about exporting. Judging by your experiences or anything that
you know about them, would you say Austrade is….READ OUT
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02
03
04
05
06
Q18.
Excellent
Good
Acceptable
Poor
Very poor
Don’t know
Why do you give that answer? PROBE FULLY RECORD VERBATIM
IF HAD CONTACT WITH AUSTRADE (Q14=1) ASK Q19. OTHERS GO TO Q20.
Q19a. How likely are you to use or contact Austrade again in the future? Would you
say..READ OUT
01.
02.
03.
04
05.
06.
Very unlikely
Fairly unlikely
Neither likely nor unlikely
Fairly likely
Very likely
Can’t say
ASK Q19b
ASK Q19b
GO TO Q20
GO TO Q20
GO TO Q20
GO TO Q20
IF UNLIKELY
19b
Why are you unlikely to use or contact Austrade again, in the future?
FULLY
PROBE
IF HEARD OF AUSTRADE ASK Q20
Q20.
Now I will read some statements about Austrade and I would like you to say how
strongly you agree or disagree with each one.
Do you agree or disagree that…? PROMPT: Is that strongly or somewhat....?
READ OUT EACH STATEMENT – ROTATE ORDER
01
02
03
04
05
Strongly agree
Somewhat agree
Somewhat disagree
Strongly disagree
Can’t say
06 Don’t know
WG2057 (Draft 30/06/16l
The Wallis Group
Austrade Ad-Tracking 2001
a
b
c
d
e
f
g
h
i
j
k
l
Page 10
Austrade makes a significant contribution to Australian exporting success.
Austrade has very good knowledge about export markets
Austrade services are well suited to small and medium sized business.
Austrade services are focussed on the needs of large business and industry
Austrade knows what and where the true export opportunities are.
Austrade is responsive and professional.
Austrade is an obvious first place to look for help in exporting.
Austrade services are suited to experienced exporting businesses.
Austrade is a high profile, visible part of the business scene.
Austrade is good at on the ground, practical advice.
Austrade is a worthwhile part of the public sector.
I’m not really sure what Austrade can offer my business.
ASK ALL
Q21.
May I check whether you have seen some recent Austrade Communications?
Q21a Have you seen a press or magazine advertisement with the headline ‘Austrade helps
you export… with some ticked boxes underneath the heading?
01
02
Yes
No
Q21b Have you seen a press ad with the headline ‘Talk to Austrade before exporting’, also
with some ticked boxes underneath?
01
02
Yes
No
Q21c And one with the headline ‘Why talk to Austrade for export advice’, again with ticked
boxes underneath?
01
02
Yes
No
Q21d Have you seen any newspaper strip advertisements with the heading “Thinking
about exporting? Talk to Austrade”?
01
02
Yes
No
Q21e Have you seen an outdoor poster advertisement with the slogan, “Austrade – your
export connection”?
01
02
Yes
No
IF YES TO 21a, b, c, d OR e ASK 22a
Q22a As a result of seeing this advertising did you telephone Austrade on their hotline, that
is 13 28 78?
WG2057 (Draft 30/06/16l
The Wallis Group
Austrade Ad-Tracking 2001
01
02
Page 11
Yes
No
Q22b As a result of seeing this advertising did you visit the Austrade website?
01.
02.
Yes
No
Q23a Which of the following newspapers do you regularly read? By regularly I mean three
issues or more a week. READ OUT. CODE MULTIPLES.
01
02
03
04
05
06
07
08
09
10
11
Adelaide Advertiser
The Australian
Brisbane Courier Mail
Canberra Times
(Australian) Financial Review
Hobart Mercury
Melbourne Age
Melbourne Herald Sun
Northern Territory News
Sydney Morning Herald
West Australian
Q23b Do you regularly read any other regional newspapers? IF YES: Which?
01
02
Yes (SPECIFY)
No
Q23c And which of the following magazines do you regularly read? By regularly I mean 3
issues in 4. READ OUT. CODE MULTIPLES.
01
02
03
04
05
06
07
08
09
10
11
WG2057 (Draft 30/06/16l
Business Asia
Business Review Weekly
Daily Commercial News
Economist
Europe Business Review
Inside Business Success
The Land
Queensland Country Life
North Queensland Register
Overseas Trading
Weekly Times
The Wallis Group
Austrade Ad-Tracking 2001
Q24.
Page 12
Now some general questions about your organisation. Approximately how many
people work in your organisation in total in Australia? READ OUT
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04
05
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07
08
09
1 to 19 Employees
20 to 99 Employees
100 to 199 Employees
200 to 499 Employees
500 or More Employees
Refused
Don’t Know
EXPORTERS (S2=1) ASK Q25. OTHERS GO TO Q26
Q25.
Approximately what percentage of your turnover is derived from export sales?
RECORD PERCENTAGE I_I_I_I (CODE 999 FOR DON’T KNOW; 998 FOR
REFUSED)
ASK ALL
Q26.
Is this organisation a majority Australian owned company?
01
02
03
Yes
No
Can’t say
CLOSE AS FOLLOWS:
This completes our survey, which is being undertaken on behalf of Austrade. As I said, all
the information you supplied will remain confidential to The Wallis Group. In case you
missed it, my name is .......................................... Can I ask whether you would be willing
to participate in future research on behalf of Austrade?
01
02
Yes
No
CLOSE: Thank you for your time and assistance.
WG2057 (Draft 30/06/16l
The Wallis Group