The following is a survey protocol to collect information from individuals about their experiences with YouTube advertisements.



You are invited to participate in a research study about the effectiveness of YouTube advertisements. The purpose of this study is to understand how YouTube users rate the effectiveness of advertisements encountered while browsing videos. I ask that you read this form and ask any questions you may have before completing the questionnaire. The study is being conducted by Paula Raquel Rodriguez from Rochester Institute of Technology, School of Communication.



STUDY PURPOSE The purpose of this study is to understand YouTube advertisement effectiveness based on two of the most important factors of The Media Richness Theory, cues and feedback. This study also serves as my thesis to complete my master’s degree in Communication and Media Technologies from Rochester Institute of Technology.



PROCEDURES FOR THE STUDY: If you agree to be in the study, you will complete a questionnaire about your YouTube use and perspective on the advertisements, which should take 5 – 10 minutes of your time.



CONFIDENTIALITY the survey instrument will assign you a unique id and your demographic information collected in this study, will be used for data analysis purposes only.



PAYMENT

You will not receive payment for taking part in this study.



CONTACTS FOR QUESTIONS OR PROBLEMS for questions about the study, contact the researcher: Paula Raquel Rodriguez at (585)358-6609 or email: prr2905@rit.edu. For questions about your rights as a research participant or to discuss problems, complaints or concerns about a research study, or to obtain information, or offer input, contact the Rochester Institute of Technology, Institutional Review Board, University Services Center, Suite #2400, Rochester, NY 14623, 585-475-7673 or by email at hsro@rit.edu



VOLUNTARY NATURE OF STUDY Taking part in this study is voluntary. You may choose not to take part or may leave the study at any time. Your decision whether or not to participate in this study will not affect your current or future relations with the investigator.