(HAND RESPONDENT CARD 5)
8a. Based on what the ad says or implies, is the advertised product? (CIRCLE ONE ANSWER).
1 2 3 4 5 x xX
Neither Doesn't say

Low Somewhat high nor Somewhat High anything Don’t

in low in low in high in in about know
sodium sodium sodium sodium sodium sodium
SKIP TO Q.11

8b. Why do you say that? (RECORD VERBATIM. PROBE: What else?)

(HAND RESPONDENT AD #263)

lla. Please look at this picture I have just handed you. (ALLOW RESPONDENT TO LOOK AT PICTURE.
LEAVE #263 IN VIEW).

(HAND RESPONDENT CARD 6)

Compared to the brand in this picture (POINT TO #263), would you say the advertised product we talked
about first has... ?

1 2 3 4 5 x
Much less Somewhat About the Somewhat Much more Don't
sodium less sodium same sodium more sodium sodium know

SKIP TO Q.12
11b. Why do you say that? (RECORD VERBATIM. PROBE: What else?)



5a. Did the ad say or imply that the soup would have any effect on your health?

1 Yes
2 No

} —_—_—_——— (SKIP TO Q.6)
Y Don't now

5b. What effect did the ad say or imply the soup would have on your health? (RECORD VERBATIM.)

(HAND RESPONDENT CARD 3)
6. How believable is the ad? (CIRCLE ONE ANSWER).

1 2 3 4 5 xX
Not at all Not very Somewhat Very Extremely Don't
believable believable believable believable believable know
(HAND RESPONDENT CARD 4)

7a. Based on what the ad says or implies, how healthy would you rate this product? (CIRCLE ONE ANSWER).

1 2 3 4 5 Y
Very Somewhat Neither healthy ~ Somewhat Very Don't
unhealthy unhealthy nor unhealthy healthy healthy know
SKIP TO Q.8a

7. Why do you say that? (RECORD VERBATIM. PROBE: What else?)



14,

Do you recall seeing any information in the ad about (READ ITEMS. RECORD A "YES" OR "NO" FOR
EACH ITEM).

Yes No Don't Know
Fiber I 2 Y
Fat 1 2 Y
Sodium 1 2 Y
(HAND RESPONDENT CARD 7)

Which of the following describes your education?
1 Some High School or less
2 High School Graduate
3 Some College or Technical School
4 College Graduate
5 Post Graduate
Y Refused
(HAND RESPONDENT CARD 8)
Which letter on this card best describes your households total income before taxes for 1994.
1 A. Under $25,000
2B. $25,000 to $49,999
3 C. $50,000 to $74,999
4 D. $75,000 or more
Y Refused
(HAND RESPONDENT 7 POINT SCALE AND SELF-ADMINISTERED QUESTIONNAIRE). Please read
the instructions at the top. .
(ALLOW RESPONDENT TIME TO FINISH SELF-ADMINISTERED QUESTIONNAIRE. CHECK TO

SEE THAT IT IS FULLY COMPLETED. STAPLE SELF-ADMINISTERED QUESTIONNAIRE TO END
OF THIS QUESTIONNAIRE).


APPENDIX B

Questionnaire for Soup Ads


U.S, RESEARCH COMPANY

LD.# Ad Test Start:

nnaire
(06) Soup > on 1
2 Cheese 2
3. Turkey E OF RESP 3
4 Vitamins 4
S
6

5S Margarine

Hello, my name is from United States Research Company. As mentioned earlier,
we are conducting a series of studies on advertising.

INTERVIEWER: CHECK Q.S2a/Q.S2b.
IF RESPONDENT DOES NOT WEAR GLASSES FOR READING, SKIP TO Q.A.
IF A RESPONDENT WEARS GLASSES FOR READING, SAY:

Please put your reading glasses on. (CONTINUE TO Q.A)

| A. (INTERVIEWER: READ ALOUD)

We are interested in learning how people respond to advertising for various products. We
are going to show you some ads and ask you some questions. You may or may not have
heard about the products in the ads, so we are interested in your response based on the
information in the ads. There are no right or wrong answers; we just want to know what
you think about the ads and the information contained in the ads. If you feel you don’t
know the answer to a question, please feel free to say so.

Now, I am going to show some ads for food products. (HAND RESPONDENT
PORTFOLIO. .) Please read these ads as you normally would, then hand the booklet
back to me when you are finished.

WHEN THE RESPONDENT HAS FINISHED, REMOVE THE PORTFOLIO FROM
SIGHT BEFORE YOU BEGIN THIS PART OF THE QUESTIONNAIRE). |

la. For what products do you recall seeing ads in the booklet? (DO NOT READ LIST. CIRCLE ALL
MENTIONS.)

1 Cheese

2° Vitamins

3 Soup ——————(IF MENTIONED, SKIP TO Q.1c; IF NOT MENTIONED, ASK Q.1b)
Ib. Do you remember seeing an ad for Soup in the booklet?

1 Yes

2: No ——————-»(TERMINATE AND TALLY)
lc. What do you think were the main points of the soup ad? (RECORD VERBATIM. PROBE: What else?).

{


Ss

Please read the ad again. (SHOW ONLY SOUP AD AGAIN. AFTER RESPONDENT HAS READ AD,
REMOVE IT FROM VIEW).

2.

Now, what do you think were the main points of the ad? (RECORD VERBATIM. PROBE: What else?).

-——————_,
-—__——_—__|
L_____t
(HAND RESPONDENT CARD 2)
3a. Based on the information in the ad, how interested would you be in buying the product? (CIRCLE ONE
ANSWER).
1 2 3 4 5 xX
Not at all Not very Somewhat Very Extremely Don't
interested interested interested interested interested know
SKIP TO Q.4a

3b. Why do you say that? (RECORD VERBATIM. PROBE: What else?)

4a. Did the ad say or imply anything about what is in the soup?
1 Yes
2 No

} —_____» (SKIP TO Q.5a)
Y Don't know

4b. What did the ad say or imply about what is in the soup? (RECORD VERBATIM.)