1 1/07/2002 #75207068 TD# 

TESTIMONIAI, AE)VERTISING STUDY: QUESTIONNAIRE #3 (VVeight) 

Advertisement: 3A 3B 3C 3D 3E 3F 3G 3H 35 

(Circle one) 3K 3M 3N 3P 3R 3T 3V 3X (06-07) 

ESCORT RESPOWDENT INTO INTERVIEWING ROOM. SEAT ESPOWDENT AT 

TABLE, IF RESPONDENT INDICATED EARLIER THAT S/HE WEARS GLASSES 

FOR READING, BE S THAT S/HE IS WE G THEM. 

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

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

GIVE ESPONDENT AD WITH AD STDE DOWW. 

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

RECORD VERBATIM: (08-09) 

BER AND LETTER DO NOT MATCH BER AND LETTER CmCLED 

STIOW GIVE RESPONDENT 

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

WHEN RIESPONDENT INDICATES THAT SBE IS FINISHED LOO 

BACK AD AND mNIOVE FROM VEW. 

1. mat was the name of the program that was advertised? 

1 WEIGHTGU 

2 OTHER 

9 DON'T KNOW, DON'T EMEMBER 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. WHEN ESPOWDENT ICATES THAT S/HE IS 

FINISHED LOO BACK AD EMOVE FROM VEW. 

2. Althou& you may have told me this before, what was the name of the progrm 

that was advertised? 

1 (CONTINUE) (1 1) 

2 NATE; SAVE SCREENER AND QUESTIONNAIRE) 

9 DONT KNOW, DON'T mMEMBER OR NOT S (TEMINATE ; 

SAVE SCREENER AND QUESTIONNAIm) 
2a. mat were the main ideas that the ad co unicated to you? 

(PROBE UNTIL UNPRODUCTIVE WITH: Anything else? 

WCORD VERBATW.) 

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

is, people who start using the WeightGuard program in the future. 

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

new users of WeightGuard can expect to lose in 3 months? (FORCE A CHOICE) 

1 YES, IT DLD (CONTINUE) 

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

9 DON'T KNOW OR NOT S (GO TO Q4) 
3a. What was suggested about the number of pounds that new users of WeighlGuard 

can expect to lose in 3 months? 

RECORC, VERBATM 

INTERVIEWER: 

- IFONE BER GIVEN, WRITE THAT NUWlBER IN Q3c. THEN 

- IFSEVERAL BERS OR A GE GIVEN, WRITE LOWEST WMBER 

GIVEN TN Q3d AND HIGHEST WUMBER GIVEN TN 

- IF NON-NUMERICAL WSPONSE SUCH AS "A LOT7WGIVEN, 

- IF DON'T KWOW OR NOT S 

3b. Could you be more specific about the nmber of pounds that new users of 

Wei&tGuard can expect to lose in 3 months? 

WCORZ3 VERE3ATlfcl 

BER IN m. THEN 

- IF SEVERAL NUMBERS OR A 

I GIVEN IN Q3cJ AND HIGHEST 

MSPONSE GIVEN, 

- IF NO, DON'T KNOW OR 
(BEFOm ASKING Q.3c WRITE IN NUMBER FROM Qe3a/Q.3b) 

36. (SHOW CARD A) 

Based on what was suggested, how many new users of WeightGuard can expect to 

lose at least pounds in 3 months? Would you say all, almost all, (06-09) 

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 ASKJNG Q.3d WRITE IN LOWEST NUMBER FROM Qe3a/Q.3b) 

3d. (SHOW CARD A) 

Based on what was suggested, how many new users of WeightGuard can expect to 

lose at least pounds in 3 months? Would you say all, almost all, (1 1-14) 

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

1 ALL 4 ABOUTHALF 7 NONE (15) 

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

3 MOST 6 VERY FEW 

(BEFORE ASKlNG Q.3e WMTE IN HIGHEST NUMBER FROM Q.3a13b) 

3e. (SHOW GAm A) 

Based on what was suggested, how many new users of Wei&tGuard can expect lo 

lose at least pounds in 3 months? Would you say all, almost all, (16-19) 

most, about half, sorne, very few, none, or don't how or not sure? 

1 ALL 4 ABOUTHALF 7 NONE (20) 

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

3 MOST 6 VERY FEW 
4. Did what you just read suggest that new users of WeightGuard can expect to lose 

a small amount of weight in 3 months, lose a moderate mount of weight in 3 

months, lose a substantial mount of weight in 3 months, did it not suggest 

anything about the amount of weight individuals can expect to lose in 3 months, 

or don't know or not sure? 

(SHOW CARE) B) 

1 SMALL MOUNT OF WEIGHT LOSS ZN 3 MONTHS (60 TO Q5) 

2 MODERATE AMOUNT OF WEIGHT LOSS TN 3 MONTHS (60 TO Q5) 

3 SUBSTANTIAL MOUNT OF WEIGHT LOSS PN 3 MONTHS (GO TO Q4a) 

4 DIDN'T SUGGEST AWTHPNG ABOUT AMOUNT OF WEIGHT LOSS ZN 

3 MONTHS (GO TO Q5) 

9 DON'T JLNOW OR NOT SURE (GO TO Q5) 

4a. (SHOW CAFW A) 

Based on what was suggested, how many new users of WeightGuard can expect to 

lose a substantial amount of weight in 3 months? Would you say all, almost all, 

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

1 ALL 4 ABOUTHALF 7 NONE (22) 

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

3 MOST 6 VERY FEW 

5. Did or didn't what you just read suggest the number of points by which new users 

of WeightGuard can expect to lower their cholesterol in 3 months? 

1 YES, IT DID 

2 NO, IT DIDN'T 

9 DON'T KNOW OR NOT SURE 
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 

WeightGuard. 

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

WeightGuard to lose in three months? Please give me your best estimate. 

(SHOW CAFW C) 

(IF RESPONDENT GIVES A GE, SUCH AS 40-60 POUNDS, SAY: 

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

LESS THAN TEN PO 

ABOUT 10 POUNDS 

ABOUT 20 POUNDS 

ABOUT 30 POUNDS 

ABOUT 40 POUNDS 

ABOUT 50 PO 

ABOUT 60 POUNDS 

ABOUT 70 POUNDS 

ABOUT 80 P 

ABOUT 90 PO 

AI3OUT 100 POUNDS 

DON" TOW OR NOT S 
7a. Now think about 100 people who try to lose about 20 pounds in three months with 

WeightGuard. In your opinion, how many of these 100 WeightCuasd users would 

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

- IF MSPONDENT GIVES A PERCENTAGE SUCH AS "300%", WRJTE DOWN "330." 

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

NUMEMCAL ANSWER, SUCH AS "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 SURE 

7b. Now think about 100 people who try to lose about 40 pounds in three months with 

WeightCuard. In your opinion, how many of these 100 WeightGuard users would 

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

- IF MSPONDENT GIVES A PERCENTAGE SUCH AS 'C30%999 WRLTE DOWN bb30.99 

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

NUMEMCAL ANSWER, SUCH AS "A LOT," OR 'TEW," 

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

USERS 

999 DON'T KNOW OR NOT S 

7c. Now think about 100 people who try to lose about 60 pounds in three months with 

WeightGuard. In your opinion, how many of these 100 WeightCuasd users would 

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

- IF RESPONDENT GIVES A PERCENTAGE SUCH AS 690%9', WNTE DOWN "30." 

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

NUMERICAL 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 
8. Did the WeightGuard ad contain a disclosure or a statement that appeared in red print, 

with an asterisk? 

1 YES 

2 NO 

9 DON'T KNOW OR NOT S 

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

individuals who have already used the WeightGuard propam? 

1 YES 

2 NO ( 

9 DON'T KNOW OR NOT S (60 TO END) 

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

one testimonial? 

1 ONLUONE 

2 MOMTHAN ONE 

9 DON" TOW 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 information you provide will be kept confidential and will not be used to 

sell 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. 

RESPOmENT NANIE (PRTNT) 

SIGNATURE 

DATE 

INTERVIEWER CERTIFICATION 

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

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

oath, immediately upon request. 

TNTERVIEWER NANIE (P 

SIGNATURE 

DATE 

(RECORD YOUR INTERVIEWER NUMBER ON LINE BELOW).