11/07/2002 #75207068 ID If 

TESTIMONIAL ADVERTISING STUDY: QUESTIONNATRE #I (Vending) 

Advertisement: IA IB 116 ID 1 Ifi‘ 

(Circle one) IG IH 11J IK IM IN (06-07) 

ESCORT RESPONDENT INTO INTERVIEWTNG ROOM. SEAT RESPONDENT AT 

TAl3LE. IF RESPONDENT mICATED EARLIER THAT S/HE WEARS GLASSES 

FOR WADING, BE S THAT S/HE IS WEAmG THEM. 

Hello, my name is from U.S. Research. As mentioned earlier, we are 

conducting a study today about advertising. I arn going to give you an advertisement. 

GIVE RESPONDENT AD WITH AD SIDE DOWN. 

Before I ask you anything else, what are the number and letter on the back of the ad? 

Rl2CORD VEFU3ATIM: (08-09) 

IF mBER AND LETTER DO NOT MATCH NUMBER LETTER CIRCLED 

AT ESTIONN , TAKE BACK AD, GrVE Rl2SPONL)ENT 

GO 

Please turn the ad over, read it carefully and let me know when you are finished. 

WEN RE NT WICATES THAT SIHE IS FNSHED LOO 

BACK A;D MOVE FROM VIEW. 

1. What was the name of the company that sponsored the ad? 

1 VEmING SOLUTIONSNSI (10) 

2 OTHER 

9 DON'T KNOW, DON'T REMEMBER OR NOT SUE 

Since people often read ads more than once, I would like you to look at the ad again. 

Please take time to review it carefully. When you are done, I will take back the ad and 

then ask you some questions. There are no right or wrong answers to these questions. 

If you don't know an answer, that's o.k., just say "I don't know." 

GIVE RESPONDENT AD. VVUCEN ESPONDENT ICATES THAT SHE IS 

FINISHED LOO BACK AD ANL) WMOVE FROM VIEW. 

2. Although you may have told me this before, what was the name of the company 

that sponsored the ad? 

1 VEmING SOLUTIONSNSI (CONTINUE) (11) 

2 OTHER (TERMINATE; SAVE SCmENER AND QUESTIONNAIm) 

9 DON'T KNOW, DON'T REMEMBER OR NOT SW (TEMINATE; 

SAVE SCREENER AND QUESTIONNAIRE) 
2a. What were the main ideas that the ad communicated to you? 

(PROBE UNTL RODUGTWE WITH: hphing else? 

ECOm VERBATWI.) 

For the following questions, I'd like you to think about new individuals who start 

Vending Solutions business, that is, people who start a Vending Solutions business in the 

future. 

3. Did or didn't what you just read suggest anything about the nuder of dollars per 

month new individuals who start a Vending Solutions business can expect to 

earn? (FORCE A CHOICE) 

1 YES, IT DID (CONTINUE) 

2 NO, IT DIDN'T (GO TO 44) 

9 DON'T KNOW OR NOT S (60 TO 44) 
3a. Wbat was suggested about the nmber of dollars per month that new individuals 

who start a Vending Solutions business can expect to earn? 

(RECORD VEmATINI) 

BER GWEN, WRITE THAT BER IN Q36. THEN 60 TO 03e 

- IF SEVERAL NUMBERS OR A RANGE GIVEN, WRITE LOWEST 

GWEN 324 03d AND HIGHEST NUMBER GWEN IN 

- IFNON- ERICAL MSPONSE SUCH AS "A LOT" GIVEN, 

- IF DON'T KNOW OR 

3b. Could you be more specific about the number of dollars per month that new 

individuals who start a Vending Solutions business can expect to em? 

(RECOW VEmATINI) 

BER GIVEN, WMTE THAT BER IN Q36. THEN 60 TO 

ERS OR A RANGE GIVEN 

HIGHEST NUMBER GWE 

MSPONSE GIVEN, 
(BEFOm ASmNG Q.3e WRTTE IN NUMBER mOM Q.3alQ.3b) 

3c. (SHOW CARD A) 

Based on what was suggested, how many new individuals who start a Vending 

Solutions business can expect to earn at least dollars per month? (06-09) 

Would you say all, almost all, most, about half, some, very few, none, or don't 

know or not sure? 

1 ALL 4 ABOUT HALF 7 NONE (10) 

2 ALMOST ALL 5 SOME 9 DON'T KNOW OR NOT S 

3 MOST 6 VERY FEW 

(BEFORE ASKING Q.3d WRITE IN LOWEST NUMBER FROM Q.3dQ.3b) 

3d. (SHOW CARD A) 

Based on what was suggested, how new individuals who start a Vending 

Solutions business can expect to earn at least dollars per month. (1 1-14) 

Would you say all, almost all, most, about half, some, very few, none, or don't 

know or not sure? 

1 ALL 4 ABOUT HALF 7 NONE (15) 

2 ALMOSTALL 5 SOME 9 DON'T KNOW OR NOT S 

3 MOST 6 VERY FEW 

(BIEFORIE ASKlNG Q.3e WRZTE IN HIGHEST NUMBER FROM Q.3alQ.3b) 

3e. (SHOW CARD A) 

Based on what was suggested, how many new individuals who start a Vending 

Solutions business can expect to earn at least dollars per month. (16-19) 

Would you say all, almost all, most, about half, some, very few, none, or don't 

know or not sure? 

1 ALL 4 ABOUTHLF 7 NONE (20) 

2 ALMOSTALL 5 SOME 9 DON'T KNOW OR NOT S 

3 MOST 6 VERUFEW 
4. Did what you just read suggest that new individuals who start a Vending 

Solutions business can expect to earn a small arnount of money per month, earn a 

moderate amount of money per month, earn a substantial mount of money per 

month, did it not suggest anything about the mounl of money individuals can 

expect to earn, or don't know or not sure? 

(SHOW CARD B) 

A SMALL AMOUNT OF MONEY PER MONTH (GO TO Q5) (2 1) 

A MODERATE AMOUNT OF MONEY PER MONTH (GO TO 05) 

A SUBSTANTLAL AMOUNT OF MONEY PER MONTH (GO TO 9 

4 DLDN'T SUGGEST THLNG ABOUT AMOUNT OF MOMU mNLDUALS 

CAN EXPECT TO E (GO TO 05) 

9 DON'T KNOW OR NOT SURE (GO TO 

4a. (SHOW CARD A) 

Based on what was suggested, how many new individuals who start a Vending 

Solutions business can expect to earn a substantial amount of money per month? 

Would you say all, almost all, most, about half, some, very few, none, or don't 

know or not sure? 

1 ALL 4 ABOUT HALF 7 NONE (22) 

2 &MOST ALL 5 SOME 9 DON'T KNOW OR NOT S 

3 MOST 6 VERY FEW 

5. Did or didn't what you just read suggest muthing about the number of years 

Vending Solutions has been in business? 

1 YES, IT DIL) 

2 NO, IT DIIIN'T 

9 DON'T TOW OR NOT S 
6. So far, 1 have asked you some questions about what the ad said or suggested. 

Now I'd like to ask you some questions concerning your personal opinion about 

Vending Solutions. 

In your opinion, how much money, on average, would you expect new individuals 

who start a Vending Solutions business to earn per month? Please give me your 

best estimate. 

(SHOW CARD C) 

(IF RESPONDENT GIVES A MNGE, SUCH AS $1200-$3600, SAY: 

""Pease give me a single number that represents your best estimate.") 

LESS THAN $400 PER MONTH 

ABOUT $400 PER MONTH 

ABOUT $800 PER MONTH 

ABOUT $1200 PER MONTH 

ABOUT $1600 PER MONTH 

ABOUT $2000 PER MONTH 

ABOUT $2400 PER MONTH 

ABOUT $2800 PER MONTH 

BOUT $3200 PER MONTH 

ABOUT $3600 PER MONTH 

ABOUT $4000 PER MONTH 

MOM THAN $4000 PER MONTH 

OTHER (WRITE LN) 

DON'T KNOW OR NOT S 
7a. Now think about 100 people who try to earn about $1000 per month with a 

Vending Solutions business. In your opinion, how many of these 100 individuals 

would you expect to be successful? Please give me your best estimate. 

/ - IF RESPONDENT SAYS "ALL," WMTE DOWN "100." I I - IF RESPONDENT GIVES A PERCENTAGE SUCH AS "30%", WMTE DOWN "30." / - IF RESPONDENT GIVES A , SUCH AS 30-40, OR GIVES A NON 

NUMEMCAL ANSWER, SU 'A LOT," OR ""FEW," 

SAY: "Please give me a single number that represents your best estimate." 

USERS 

999 DON'T KNOW OR NOT SURE 

7b. Now think about 100 people who try to earn about $2000 per month with a 

Vending Solutions business. In your opinion, how many of these 100 individuals 

would you expect to be successful? Please give me your best estimate. 

I - IF RESPONDENT GIVES A PERCENTAGE SUCH AS "30%", WNTE DOWN "30." 

IF RESPONDENT GIVES A RANGE, SUCH AS 30-40, OR GIVES A NOW 

NUMEMCAL ANSWER, SUCH AS "A LOT," OR "FEW," 

SAY: "Please give me a single number that represents your best estimate." 

USERS 

999 DON'T KNOW OR NOT S 

76. Now think about 100 people who try to earn about $3000 per month with a 

Vending Solutions business. In your opinion, how many of these 100 individuals 

would you expect to be successful? Please give me your best estimate. 

- IF RESPONDENT GIVES A PERCENTAGE SUCH AS "300/aW, TE DOWN iL30.97 

- IF RESPONDENT GIVES A 

USERS 

999 DON'T KNOW OR NOT S 
8. Did the Vending Solutions ad contain a disclosure or a statement that appexed in red 

print, with an asterisk? 

1 YES 

2 NO 

9 DON'T KNOW OR NOT S 

9. Did the Vending Solutions ad contain any testimonials or real life experiences of 

individuals who have already started a Vending Solutions business? 

1 YES 

2 NO ( 

9 DON'T mOW OR NOT S (GO TO END) 

9a Did the Vending Solutions ad contain only one testimonial or did it contain more 

than one testimonial? 

1 ONLY ONE 

2 MOETHAN ONE 

9 DON'T KNOW OR NOT S 
Thank you very much. Would you please sign this certification page so I can prove to my 

supervisor that I interviewed you? You may be contacted later to verify that the interview 

occurred, but information you provide will be kept confidential and will not be used to 

selj you anything. 

mSPONDENT CERTIFICATION 

I certify that I was shown a print ad, asked some questions about it, and paid $2.00 for my 

participation. 

DATE 

INTERVIEWER CERTIFICATION 

I hereby certifL that all of the above information was obtained by me from the respondent 

named above, who is not personally horn to me. I agree to provide this affidavit under 

oath, immediately upon request. 

DATE 

(mCORI) YOUR INTERVIEWER NUMBER ON LINE BELOW,