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Appendix
FOOD PROGRAM ONLINE SURVEY CONSENT FORM
PURPOSE: This study is being conducted by an American University graduate student in
Washington, DC. The purpose of the study is to learn more about audience perceptions of food
programs. The results of the survey will be analyzed and submitted as part of the graduate student’s
final senior project.

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PROCEDURE: All participants will be asked to answer a variety of survey questions. If at any
time during the survey you feel uncomfortable or do not wish to answer a question, you can stop
the study or move forward to another question. The survey should take no longer than 15 minutes
to complete.

CONFIDENTIALITY: Every attempt will be made by the investigators to maintain strict
confidentiality of information collected in this study. To maintain confidentiality, your responses
will in no way be linked to you personally. Each research participant will be assigned a numeric
study code. The study code will not contain identifying information and at no time will the study
database contain personally identifying information. All study databases are password-protected.

RISKS: There is minimal risk to participating in this study. The primary risk associated with this
study is the potential discomfort in answering the survey questions.

BENEFITS: There is no direct benefit to you. However, your participation could help the
graduate student better understand how people respond to different types of food programs,
which could benefit you indirectly.

SUBJECT RIGHTS: If you wish further information regarding your rights as a research subject,
you may contact the Institutional Review Board at American University by telephoning (202) 885-
3447.

ALTERNATIVES/WITHDRAWAL: Participation in this study is completely voluntary. You
can withdraw from the study at any time.

CONTACT PERSON: If you have any questions at any time about the survey, feel free to
contact Devon Malene at American University. (email: [email protected], telephone:
513-255-7763).

CONCLUSION: By selecting the button, “I agree,” you indicate that you have read the
description of the study and agree to participate.

I agree
I do not agree

[If respondents select “I do not agree,” they will be taken to a terminal thank you page, which
says: Thank you for your interest in our study. Your participation is not needed at this time. If
you have any questions, please contact [email protected].]

Food Programs Survey:

2. Please indicate your gender:
1. Male
2. Female
3. Not willing to provide this information


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3. Please indicate your age:

4. How many children under the age of 18 live at home:

5. Do you watch food program at least once a week? (Food programs include shows that feature
cooking instruction, such as those that appear on the Food Network, and programs that
prominently feature food as the objective of travel, business, a lifestyle, or competition; food
programs exclude shows that feature cooking segments, such as morning news shows and/or talk
shows.)

1. Yes
2. No (End survey)

6. How many hours of food programming do you watch per week?
1. Less than 1 hour per week
2. 1-4 hours per week
3. 5-8 hours per week
4. 9-12 hours per week
5. More than 12 hours a week

7. Which type of food programs appeal to you most? Please mark your top 3 choices in order of
preference with “1” as your top choice.

1. Cooking instruction (ex: 30 Minute Meals, Everyday Italian, Everyday Food on PBS)
2. Travel (ex: Bizarre Foods with Andrew Zimmern, No Reservations)
3. Competition (ex: Top Chef, Iron Chef, Chopped)
4. Lifestyle (ex: The Martha Stewart Show)
5. Reality/drama (ex: DC Cupcakes, Ace of Cakes)
6. Renovation (ex: Restaurant Impossible, Ramsay's Kitchen Nightmares)

8. Which of the following best describes why you watch food programs?
1. They teach me new things
2. They entertain me
3. They relax me
4. They are the only things on
5. Other [fill in blank]

9. Which of the following are you most likely to learn about when watching food programs?

1. New recipes
2. Information about new cultures
3. Tips for eating healthy
4. Quick and practical cooking tips
5. Ideas for products to buy
6. Other [fill in blank]

10. How much attention do you typically pay when you watch food programs?


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1. Always pay attention
2. Mostly pay attention

3. Occasionally pay attention
4. Rarely pay attention – it’s just background noise

11. How often do you and your friends/family talk about food programs?

1. Relatively often
2. Sometimes

3. Hardly ever
4. Never

12. How often do you and your friends/family talk about meals you have recently cooked or
eaten?

1. Relatively often
2. Sometimes
3. Hardly ever
4. Never

13. Please indicate the extent to which you agree or disagree with the following statements:

Strongly Neither Agree nor

Agree Agree Disagree Disagree Strongly Disagree
45
Talking about food is an easy 12 3
way to connect with people

Food programs introduced me 1 2 3 45
to many of the basic skills

needed to cook a meal

I learn new things from food 1 2 3 45
programs

I feel that I can identify with 1 2 3 45
my favorite chef(s)

14. Have you ever looked up recipes after watching a food program?
1. Yes
2. No

15. Have you purchased cooking utensils that were recommended by a chef you enjoy watching?
1. Yes
2. No

16. Have you purchased a cookbook that was written by a chef you enjoy watching?
1. Yes


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2. No

17. A 2010 Harris Poll Interactive reported that the following programs were voted America’s
Top 10 favorite cooking shows. Please indicate which 3 of these 10 shows are your favorite

shows, with “1” being your most favorite. If your favorite shows are not listed, please write the
titles in under “Other.”

1. 30 Minute Meals (Rachael Ray)

2. Paula's Home Cooking (Paula Deen)
3. Emeril Live (Emeril Lagasse)

4. Iron Chef
5. Good Eats (Alton Brown)

6. Diners, Drive-ins and Dives (Guy Fieri)
7. Top Chef

8. Barefoot Contessa (Ina Garten)
9. Martha Stewart

10. Everyday Italian (Giada de Laurentiis)
11. Other

18. Do you look forward to watching your favorite food programs?
1. Yes
2. No
3. Sometimes, depends which show it is

19. Please read the responses below and mark how strongly you agree with each of these

statements:

Strongly Neither Agree

Agree Agree nor Disagree Disagree Strongly Disagr
5
I enjoy watching the chefs.

They are friendly and provide 1 2 3 4
useful information.

Food programs are relaxing. 1 2 3 45
They require little to no thought 1 2 3 45

and give me a chance to unwind
Food programs are comforting.

They invoke feelings of my
childhood and I find them

soothing.

I watch food programs because 1 2 3 45
the chefs can do something I

can’t do. I am impressed with
their skills.


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I like watching someone else 1 2 3 45
put a meal together. It’s 1 2 3 45
interesting to have a peak into 1 2 3 45
someone else’s world.

I like to learn about new dishes
and recipes. They offer
interesting advice and I have
used some of the chef’s tips.

I like the chef's creativity with
their culinary presentations and
it gives me ideas as to how I
can do it in my home too.

20. How many nights per week do you eat a home cooked meal, either prepared by you or
someone else in your household?

21. How many nights per week do you personally prepare that home cooked meal?

22. On an average day, how much time do you personally spend preparing and cooking meals?
1. I only eat out/order in or eat microwave meals
2. 5-30 minutes
3. 31-60 minutes
4. More than 60 minutes

23. In general, approximately how many servings of fruits and vegetables do you eat per day? (A
serving is one medium piece of fruit or one cup of vegetables, which fits into the size of a
woman's hand).

1. 0
2. 1-2
3. 3-5
4. 6-8
5. 9 or more

24. In general, how would you rate the overall healthfulness of your diet? (“Diet” includes
everything you consume, including foods; beverages; and vitamin, mineral, and other dietary
supplements.).

1. Very healthy
2. Somewhat healthy
3. Neither healthy nor unhealthy
4. Somewhat unhealthy
5. Very unhealthy

25. What is your most important consideration when it comes to choosing what to eat?


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1. Nutrition
2. Taste
3. Convenience
4. Price
5. Other [please specify]

26. Do you think food programs should provide more nutritional information than they do now,
less nutritional information, or is the amount they currently provide just right?

1. They should provide more
2. They currently provide the right amount
3. They should provide less

27. To what extent do you trust the food and nutrition advice given to you by the chefs you
watch on television?

1. Trust very much
2. Trust somewhat
3. Neither trust nor distrust
4. Distrust somewhat
5. Distrust very much

28. Please provide a short statement as to why you feel that way:

29. Are you aware of “Jamie Oliver’s Food Revolution,” an ABC show that documents celebrity
chef Jamie Oliver’s efforts to change unhealthy eating habits and encourage healthy eating in
towns in the U.S. (previously an effort he headed up in Great Britain)?

1. Yes, I have watched it
2. Yes, I have heard of it, but never watched it
3. No, I have never heard of it

30. How much do you agree or disagree that celebrity chefs have a positive effect on American
eating habits?

1. Very much agree
2. Somewhat agree
3. Neither agree nor disagree
4. Somewhat disagree
5. Very much disagree

31. How likely would you be to listen to a celebrity chef if they provided instructions on how to
cook a healthier meal?

1. Very likely
2. Somewhat likely
3. Neither more or less likely
4. Somewhat unlikely
5. Very unlikely

32. Please provide a short explanation as to why you answered above:


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33. How likely would you be to continue watching cooking shows if they were educational and
not just entertainment?

1. Very likely
2. Somewhat likely
3. Neither more or less likely
4. Somewhat unlikely
5. Very unlikely

34. The following question is intended to establish the demographics of the survey respondents,
but it in no way can be used to identify survey participants:

Are you now married, widowed, divorced, separated, never married or living with a partner?

1. Married
2. Widowed
3. Divorced
4. Separated
5. Never married
6. Living with a Domestic Partner

35. The following question is intended to establish the demographics of the survey respondents,
but it in no way can be used to identify survey participants:

What was your household’s annual income in 2010?
1. Less than $30,000 a year
2. Between $31,000 and $45,000 a year
3. Between $46,000 and $65,000 a year
4. Between $66,000 and $90,000 a year
5. Between $91,000 and $120,000 a year
6. Greater than $120,000 a year
7. Prefer not to answer this question

36. The following question is intended to establish the demographics of the survey respondents,
but it in no way can be used to identify survey participants:

How are you faring financially this year as opposed to last year?
1. Better than last year
2. Same as last year
3. Worse than last year

37. The following question is intended to establish the demographics of the survey respondents,
but it in no way can be used to identify survey participants:


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What is the highest level of school you have completed?
1. Grade 8 or lower
2. Some high school, no diploma
3. High school diploma or equivalent
4. Some college, no degree
5. Associate degree or 2 year college degree
6. Bachelor’s degree
7. Master’s degree
8. Professional or doctorate degree

38. The following question is intended to establish the demographics of the survey respondents,
but it in no way can be used to identify survey participants:

Are you of Spanish, Hispanic or Latino descent?
1. Yes
2. No

39. The following question is intended to establish the demographics of the survey respondents,
but it in no way can be used to identify survey participants:

Which race/ethnicity do you identify with most?
1. White or Caucasian
2. Black or African American
3. Asian American
4. American Indian or Alaskan Native
5. Other [Please specify]
6. Prefer not to answer

40. The following question is intended to establish the demographics of the survey respondents,
but it in no way can be used to identify survey participants:

Which of the following best describes your employment status?
1. Working full time paid employment (35 or more hours per week)
2. Working part time paid employment (less than 35 hours per week)
3. Self employed
4. Other form of paid employment
5. Not currently in paid employment

41. The following question is intended to establish the demographics of the survey respondents,
but it in no way can be used to identify survey participants:

Are you currently a student?
1. Yes, full time
2. Yes, part time
3. No, I am not currently undertaking formal study


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