11/07/2002 5575207068 ID # 

TESTIMONIAL ADVERTISING STUDY: QUESTIONNAIRE 552 (Cholesterol) 

Advertisement: 21% 2B 2G 2D 2E 2F 

(Circle one) 2G 2W 25 2K 2M 2N (06-07) 

ESCORT WSPONDENT INTO INTERVIEWING ROOM. SEAT ESPONDENT AT 

TABLE. IF ESPONDENT mICATED EAFCIER THAT S/HE WEARS GLASSES 

FOR READING, BE S THAT SME IS WE G THEM. 

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

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

GIVE ESPONDENT AP WITH AD SIDE DOWN. 

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

RECORD VERBATIM: (08-09) 

LETTER DO NOT MATCH NUMBER AND LETTER CIRCLED 

, T BACK AD, AND GIVE mSPOWDENT 

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

WHEN WSPONDENT ICATES THAT SME IS FINISHED LOO 

BACK AD ANG, EMOVE FROM VIEW. 

1. Mat was the name of the product that that was advertised? 

(10) 

2 OTHER 

9 DON" TOW, DON'T =MEMBER OR NOT S 

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 ESPONDENT AD. WEN ESPOWDENT ICATES THAT S/I-IE IS 

FLNISHED LO BACK AI) =MOVE FROM VIEW. 

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

that was advertised? 

(CONTINUE) (11) 

2 OTHER (TEMINATE; SAVE SCREENER UESTIONNAIRE) 

9 DON'T KNOW, DON'T MMEMBER OR NOT S (TEMTNATE; 

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

(PROBE UNTK RODUCTrVE WITH: Anything else? 

RECORD VERBATIM.) 

For the following questions, I'd like you to think about new users of Cardio Guard, that 

is, people who start using Cardio Guard in the hture. 

3. Did or didn't what you just read suggest mything about the number of points by 

which new users of Cardio Guard can expect to lower their cholesterol? 

(FORCE A CHOICE) 

1 YES, IT DID (CONTINUE) 

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

9 DON'T WOW OR NOT S (GO TO 44) 
3a, What was suggested about the nuder of points by which new users of Cardio 

Guard can expect to lower their cholesterol? 

(RECORD VERBATIM) 

BER GIVEN, WRITE THAT NUMBER IN &. THEN GO TO 03c 

- IF SEVERAL NUMBERS OR A RANGE GWEN, WRETE LOWEST NUMBER 

GIVEN IN Q3d AND HIGHEST NUMBER GWEN LN Q3e. THEN GO TO 03d 

ERlCAL ESPONSE SUCH AS "A LOT" GWEN, 

- FDON'TmOW 

3b. Could you be more specific about the number of points by which new users of 

Cardio Guard can expect to lower their cholesterol? 

(mCORD VEBATILVI) 
(BEFOm ASKING Q.3c WRITE IN NUMBER FROM Q.3alQ.3b) 

36. (SHOW CAm A) 

Based on what was suggested, how many new users of Cardio Guard can expect 

to lower their cholesterol by at least points? Would you say all, (06-09) 

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 ALMOSTALL 5 SOME 9 DON'T KNOW OR NOT S 

3 MOST 6 VERY FEW 

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

3d. (SHOW CARD A) 

Based on what was suggested, how many new users of Cardio Guard can expect 

to lower their cholesterol by at least points? Would you say all, (1 1-14) 

almost all, most, about half, some, very few, none, or don't know or not sure? 

1 ALL 4 ABOUTHALF 7 NONE (1.5) 

2 ALMOSTALL 5 SOME 9 DON'T mOW OR NOT SUE 

3 MOST 6 VERY FEW 

(BEFOm ASKING Q.3e WMTE IN HIGHEST NUMBER FROM Q.3a/3b) 

3e. (SHOW G A) 

Based on what was suggested, how many new users of Gadlo Guard can expect 

to lower their cholesterol by at least poillts? Would you say all, (15-19) 

almost all, most, about half, some, very few, none, or don't know or not sure? 

1 ALL 4 ABOUT HALF 7 NONE (20) 

2 KMOSTALL 5 SOME 9 DON'T mOW OR NOT SURE;, 

3 MOST 6 VERUFEW 
4. Did what you just read suggest that new users of Cardio Guard can expect to 

lower cholesterol by a small amount, lower cholesterol by a moderate amount, 

lower cholesterol by a substantial amount, did it not suggest anything about the 

amount of cholesterol reduction, or don't know or not sure? 

(SHOW CARD B) 

1 LOWER CHOLESTEROL BY A SMALL MOUNT (60 TO Q5) (21) 

2 LOWER CHOLESTEROL BY A MODERATE AMOUNT (GO TO Q5) 

3 LOWER CHOLESTEROL BY A SUBSTANTIAL MOUNT (60 TO Q4a) 

4 DLDN'T SUGGEST ANUTHLNG ABOUT AMOUNT OF CHOLESTEROL 

RIEjDUCTION (60 TO Q5) 

5 DON'T TOW OR NOT S 

4a. (SHOW CARD A) 

Based on what was suggested, how many new users of Cardio Guard can expect 

to lower their cholesterol by a substantial amount ? Would you say all, almost all, 

most, about half, some, very few, none, or don't know or not sure? 

1 ALL 4 ABOUTHALF 7 NONE (22) 

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

3 MOST 6 VERY FEW 

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

new users of Cardio Guard can expect to lose? 

1 YES,ITDD 

2 NO, IT DDN'T 

9 DON'T TOW OR NOT S 
6. So far, I 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 

Cardio Guard. 

In your opinion, by how many points, on average, would you expect new users of 

Cardio Guard to lower their cholesterol? Please give me your best estimate. 

(SHOW CARD C) 

(IF RESPONDENT GIVES A RANGE, SUCH AS 30-60 POINTS, SAY: 

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

LESS THAN TEN POINTS 

ABOUT 10 POINTS 

ABOUT 20 POINTS 

ABOUT 30 POINTS 

mOUT 40 POINTS 

ABOUT 50 POINTS 

ABOUT 60 POINTS 

ABOUT 70 POINTS 

ABOUT 80 POINTS 

ABOUT 90 PONTS 

ABOUT 100 POINTS 

MORE THAN 100 POINTS 

OTHER (WRITE IN) 

DON'T TOW OR NOT S 
7a. Now think about 100 people who try to lower their cholesterol by about 25 points 

with Cardio Guard. In your opinion, how many of these 100 Cardio Guard users 

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

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

- IF RESPONDENT GIVES A SUCH AS 30-40, OR GIVES A NON 

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

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

USERS (32-34) 

999 DON'T KNOW OR NOT SWE 

7b. Now think about 100 people who try to lower their cholesterol by about SO points 

with Cardio Guard. In your opinion, how many of these 100 Cardio Guard users 

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

- IF RESPONDENT SAYS "LALL," WRITE DOWN c6100." 

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

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

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

SAY: ""Pease give me a single number that represents your best estimates9' 

USERS 

999 DON'T KNOW OR NOT S 

7c. Now think about 100 people who try to lower their cholesterol by about 75 points 

with Cardio Guard. In your opinion, how many of these 100 Cardio Guard users 

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

- IF RESPONDENT GIVES A PERCENTAGE SUCH AS CC30%'99 WMTE DOWN '90." 

- IF mSPONDENT GIVES A GE, SUCH AS 30-40, OR GIVES A NON 

NUMERICAL ANSWEK SUCH AS "A LOTY9' OR "FEW," 

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

USERS 

999 DON'T KNOW OR NOT S 
8. Did the Cardio Guard ad contain a disclosure or a statement that appeared in red p~nt, 

with an asterisk? 

1 YES 

2 NO 

9 DON'T KNOW OR NOT S 

9. Did the Cardio Guard ad contain any testimonials or real life experiences of 

individuals who have already used Cardio Guard? 

1 YES 

2 NO ( 

9 DON'T KNOW OR NOT S (GO TO 

9a Did the Cardio Guard ad contain only one testimonial or did it contain more than 

one testimonial? 

1 ONLY ONE 

2 MORE THANONE 

9 DON'T KNOW OR NOT S 
I.D.# 

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 infomation you provide will be kept confidential and will not be used to 

sell you anything. 

RESPONDENT CERTIFICATION 

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

participation. 

ESPOmENT NAME (PWT) 

SIGNATURE: 

DATE 

INTERVIEWER CERTIFICATION 

I hereby certify that all of the above infomation was obtained by me &om the respondent 

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

oath, immediately upon request. 

MTERVIEWR NAME (P 

SIGNATURE 

DATE 

(RECOm YOUR INTERVIEWER NUMBER ON LINE BELOW.