APPENDIX A: DETAILED METHODOLOGY
During September 2009, the Consortium for Energy Efficiency (CEE) fielded a questionnaire to obtain information at the national level on consumer awareness and understanding of the ENERGY STAR label, the value accrued to the label in the eyes of consumers, satisfaction with labeled products, and other ENERGY STAR- related information. The questionnaire was similar to the Internet/WebTV-based questionnaires fielded in previous years (2001 through 2008). As in the nine previous years, CEE and its members sponsoring the survey made the survey data available to EPA for analysis. In 2001, a rigorous comparative analysis of the results obtained via a mail survey versus an Internet/WebTV survey was conducted. The results from the two survey methods were comparable for most major indicators. Results from that time-frame were also analogous to telephone surveys for aided recognition. 8 9
This report discusses the results of the 2009 CEE ENERGY STAR Household Survey, building on prior years’ survey results and focusing on the extent to which consumers recognized the ENERGY STAR label, understood its intended messages, and utilized (or were influenced by) the label in their energy-related purchase decisions. Research questions of interest included:
Where do consumers see or hear about the ENERGY STAR label?
How does increased publicity impact consumer ENERGY STAR label
recognition, understanding, and influence?
Which key messages about the ENERGY STAR label are consumers retaining?
Do consumers demonstrate loyalty to the ENERGY STAR label?
The survey was fielded from September 16 through September 24, 2009.
The remainder of Appendix A discusses the questionnaire design, sampling and weighting methodologies, data collection, and the national analysis. See Appendix D for survey questions.
1 QUESTIONNAIRE DESIGN
In 2009, CEE conducted the ENERGY STAR survey using a questionnaire designed to be delivered by Internet/WebTV. The survey was conducted via an interactive Internet/WebTV format with a random sample of households that are members of an Internet/WebTV panel. Households were selected to participate in the panel by
8 9 National Analysis of CEE 2001 ENERGY STAR Household Surveys. U.S. EPA, 2002. Tannenbaum, Bobbi and Shel Feldman. “ENERGY STAR Awareness as a Function of Survey Method.” IEPEC, 2001.