Low publicity: Federal campaign activities only and no significant regional
program sponsor activities.
Other: All other DMAs.
This classification was designed to provide clear and verifiable definitions. The key working definitions are below:
Recent: The 2 years of activity must include the time period during which the
survey was in the field.
Sustained: The 2 years of activity must be continuous.
Significant: In addition to any direct federal publicity efforts, a DMA’s publicity efforts must include a deliberate and multifaceted regional program sponsor investment in ENERGY STAR programming, such as direct marketing efforts or the creation and distribution of promotional material.
These definitions were constructed to be sufficiently operational to be applicable to future survey efforts; they can be modified by simply increasing the duration of sustained high publicity.
The sample was stratified by area and within an area by publicity category. Each sponsor area is also further stratified by large versus non-large DMA as well as any stratification requested by the CEE member funding the oversample.2 The CEE members who fund the oversample for a sponsor area determine the total number of sampling points allocated to the sponsor area as a whole. This total number of sampling points is then allocated across sponsor area strata proportional to population. Among the top 57 DMAs, for areas located outside the sponsor area, each publicity category was allocated approximately 333 sampling points.
This report presents the 2009 survey results at the national level and by publicity category. The publicity category results provide evidence of the effectiveness of EPA’s model for increasing awareness, understanding, and use of ENERGY STAR by supporting regional energy efficiency program sponsors. Results are presented on consumer recognition and understanding, and purchasing influence of the ENERGY STAR label, as well as on messaging, product purchases, and information sources consumers use in their purchasing decisions.
In this report, the following terminology is used in comparing results across years or sub-categories. (1) The term “significant” implies statistical significance. In other words, differences between proportions that are described as “significant” are at least statistically different at the 10-percent level of significance. In some cases, the p-values are given to provide the exact level of statistical significance. (2) Unless stated otherwise, terms such as “smaller,” “larger,” “increase,” or “decrease” refer to
The CEE member funding an oversample did not request additional stratification.