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STUDY OF CONSUMER PREFERENCE BETWEEN A DELL AND A PANASONIC
50-INCH HD PLASMA TV
REPORT PREPARED FOR:
Dell Computer Corp, Austin, TX 78714
PREPARED BY:
Guideline 625 Avenue of the Americas
New York, NY 10011
February, 2006
TABLE OF CONTENTS Page # BACKGROUND AND PURPOSE ------------------------------------------------ 1 STUDY AUTHORSHIP AND RESPONSIBILITY ----------------------------- 2 CONCLUSIONS ---------------------------------------------------------------------- 3 METHOD OVERVIEW ------------------------------------------------------------------- 4 STUDY DESIGN ------------------------------------------------------------- 5 THE RELEVANT UNIVERSE OF INTEREST------------------------- 6 SAMPLING PLAN ---------------------------------------------------------- 7 DOUBLE-BLIND INTERVIEWING ------------------------------------- 10 INTERVIEWING PROCEDURES ---------------------------------------- 11 RESPONDENT VERIFICATION----------------------------------------- 13 CHECK-IN PROCEDURES------------------------------------------------ 14 DATA PROCESSING ------------------------------------------------------- 14 INTERVIEWING PERIOD------------------------------------------------- 14 STATISTICAL ANALYSIS------------------------------------------------- 15 APPENDIX A: CURRICULUM VITAE OF STUDY’S AUTHOR APPENDIX B: QUESTIONNAIRES APPENDIX C: FIELD INSTRUCTIONS APPENDIX D: VALIDATION QUESTIONNAIRE AND LETTER APPENDIX E: COMPUTER TABLES
Page 1
BACKGROUND AND PURPOSE
A Dell 50-inch high-definition plasma TV, W5001C, competes with the corresponding
Panasonic model, TH50PX500U. The Panasonic costs somewhat more than the Dell
model. However, Dell believes that there is little or no difference in picture quality
between these two TVs.
Dell commissioned Guideline to design and conduct this study of consumer preference
between the Dell and Panasonic models, given their perceived picture quality, under
two pricing conditions, namely when the Panasonic sells for about $500 more than the
Dell, and when it sells for about $100 more.
Page 2
Page 3
CONCLUSIONS
The Dell model tested is preferred to the Panasonic model tested when both picture
quality and price are taken into account. Without knowing who makes either TV, a
significant majority of all respondents preferred the Dell model at each price difference.
PRICE DIFFERENCE INDICATED
ABOUT $500 ABOUT $100 BASE: TOTAL RESPONDENTS (308)
% (308)
%
Prefer the Dell model 60.2* 57.4*
Prefer the Panasonic model 36.9 40.0
No preference 2.9 2.6 * Significantly greater than 50% at the 95% confidence level (see Statistical Analysis section, below).
These results substantiate an overall preference claim at the price differences tested.
Appendix D Table 2 shows responses to the initial question respondents were asked
just after viewing each TV, “What do you think of the picture quality of this TV?”
These responses indicate that while both TVs receive praise, the Dell receives more
praise than the Panasonic for its picture quality and for having a bright picture.
Page 4
METHOD OVERVIEW
In designing and conducting studies intended to measure consumer perceptions and
beliefs, we follow the guidelines and standards generally employed in the field of
survey research, as well as the criteria set forth in the Reference Guide on Survey
Research published by the Federal Judicial Center (2000).
These standards and criteria require that:
1. Those responsible for the design, conduct and analysis of the survey be experts in the field of survey research.
2. The survey design properly address its objectives.
3. The relevant universe be defined appropriately.
4. A representative sample be drawn from the relevant universe.
5. The measures collected include data for control groups and/or control questions when appropriate.
6. The survey questions be framed clearly, precisely, and so as to avoid bias; and, as far as possible, so as to avoid order or context effects.
7. The interviewers be well-trained and be without knowledge of the purposes for which the data will be used.
8. The interviews be conducted in a correct and unbiased manner and in accordance with generally accepted standards of procedure in the field.
9. Once gathered, the data be accurately analyzed and reported.
These criteria are discussed in greater detail on the following pages.
Page 5
STUDY DESIGN
In designing a consumer preference test of two high-definition plasma TVs, Guideline
needed to decide what programming to show consumers, and whether the scenes
should be viewed on both TVs simultaneously or first on one TV and then on the other,
with the order of viewing rotated between respondents.
The picture quality assessments made by Consumer Reports in its issue of March, 2005
show that picture quality for such TVs varies depending on whether the programming
is live HD programming, live non-HD programming, or DVD playback.
Live programming, whether HD or not, was ruled out as a usable option because it
would have meant that each respondent would be exposed to whatever happened to be
airing at the time of his or her participation in the test. There would be no assurance
that across the particular places and times the test was being conducted, a
representative sample of programming would end up being shown.
DVD playback would have made it possible to show the same scenes selected as being
typical to each respondent. However, at present DVDs are unable to store and playback
the high-definition content that consumers are hoping to experience when they
purchase a high-definition TV.
The solution to this technical dilemma was the use of high-definition tape, played
through special-purpose VCRs that can play back high-definition content stored on a
tape. A movie was selected because it has been recorded in high-definition format --
Big Momma’s House. A short segment was selected from this movie, on the basis that it
included indoor as well as outdoor footage, and bright and dimly lit as well as high and
lower-contrast scenes.
Page 6
The decision was made to show the same scenes on both TVs sequentially, with order of
trial rotated between respondents. The factor favoring this approach over simultaneous
viewing was that although TVs are displayed side-by-side in retail stores, in normal
use, people do not generally view TVs side-by-side in the same room. Furthermore,
even in a particular retail environment, it is unlikely that the two models a consumer
might want to compare happen to be situated next to each other. Finally, consumers
would never get to see the Dell and Panasonic models being tested side-by-side even in
a store, because Dell does not distribute its TVs via retail outlets.
Accordingly, a sample of approximately 300 qualified respondents watched the
identical scenes on both TVs in sequence, and were then questioned about their
preferences. Half the respondents at each of eight locations nationwide saw the scenes
on the Panasonic first and half saw them on the Dell first. In half the locations in each
region, the Dell was placed to the left and in the other half the Panasonic was placed to
the left.
THE RELEVANT UNIVERSE OF INTEREST
The relevant universe of interest for this study was defined as men and women 18 years
or older who purchased in the past 12 months or were considering the purchase in the
next 12 months of a “high-end” TV; defined as a plasma TV, or an LCD flat-panel, front-
projection or rear-projection TV. Only household members who said they are the main
decision maker for such items in their households, or equally the decision maker with
someone else, were eligible to participate in the study.
The survey excluded persons employed in fields which would give them special
knowledge or insight about this subject, namely those working in advertising or market
research, or for a manufacturer of or for a distributor or store that sells televisions.
Similarly, persons who had an immediate household member so employed were
Page 7
excluded from participation. Screening out people with special knowledge is a
generally accepted procedure.
Additionally, as part of standard procedure, those who had participated in a survey in a
mall research facility within the past three months were excluded.
The actual wording of the screening questions used is shown in Appendix B.
SAMPLING PLAN
The sampling procedure employed, which utilized shopping malls as a means of
identifying relevant consumers, has been widely used and relied upon by market
researchers, and many business decisions of consequence are made based on studies
that employ such plans. Properly designed and executed studies of this type have been
accepted in numerous court decisions.
A multi-stage sampling plan was executed in interviewing facilities located in shopping
malls in each of the four principal U.S. Census regions. The four stages of the sampling
plan for this study were:
SAMPLING UNIT 1. Census regions 2. Metropolitan Areas within regions 3. Shopping malls within Metropolitan Areas 4. Respondents within shopping malls
1. Census Region Selection
In accordance with generally accepted standards, the study was conducted in
each census region -- Northeast, South, Midwest and West -- thus obtaining a
cross section of residents from all parts of the country.
Page 8
2. Metropolitan Area Selection
The selection of markets for this study was carried out using a sample design
developed by Professor Martin R. Frankel1. Professor Frankel developed a
computer program for Metropolitan Area selection specifically for use by
Guideline Research Corporation.
The population frame for the first stage of sample selection consists of the 112
Metropolitan Areas2 in the United States that have one or more permanent mall
interviewing facilities.
Prior to sample selection, the sampling frame was stratified on the basis of
census region and Metropolitan Area size within region. Within a region, the
allocation of sampling points was in proportion to the population of
Metropolitan Areas that have one or more permanent mall interviewing facilities.
This procedure yielded the following markets:
Baltimore
Chicago
New York
San Francisco
1 Martin R. Frankel, Ph.D. is Professor of Statistics and Computer Information Systems at the Bernard M. Baruch College, City University of New York. Professor Frankel is the Chairman of the Research Quality Council of the Advertising Research Foundation. He has served as the Chairman of the Survey Research Section of the American Statistical Association and as Standards Chair of the American Association for Public Opinion Research. Dr. Frankel is the author of several publications on the methods and theory of survey sampling. 2 The term “Metropolitan Areas” is used in accordance with the definitions of the U.S. Bureau of the Census. In New
England, Metropolitan Areas follow the definitions of NECMAS (New England County Metropolitan Areas) as defined by the U.S. Bureau of the Census.
Page 9
3. Shopping Mall Selection Two shopping malls were selected in each of these Metropolitan Areas. The
criteria for selecting specific shopping mall testing facilities included: 1) that an
experienced interviewing organization existed within the mall, and 2) that this
organization had a permanent office within the shopping center created
specifically to conduct interviews with consumers, 3) that their workload was
such that they could complete their portion of the assignment within the desired
schedule. Using these criteria, the following malls were selected as interviewing
sites:
Market Mall Baltimore White Marsh Mall Baltimore Arundel Mills Mall Chicago Golf Mill Center Chicago Louis Joliet Mall New York Sunrise Mall New York Palisades Center Mall San Francisco West Valley Mall San Francisco Southland Mall
4. Respondent Selection
It is often found by market researchers that people who frequent shopping malls
tend to be younger than the population as a whole.
To safeguard against the skewing toward any particular age or gender group, a
"quota screening" procedure was employed in which males and females aged 18
years and older were approached in three age groupings proportionate to their
presence in the population. In this manner, these age groups were correctly
represented for the purpose of determining eligibility according to census
demographics.
Page 10
Based on available data3, these screening quotas were established:
Ages Male Female
18 - 34 17% 16%
35 - 49 14% 16%
50/+ 18% 19%
While screening was in proportion to population, actual inclusion in the sample
was not necessarily, and need not be, proportional to census demographics.
Once a respondent met age and gender screening needs, inclusion in the study
was based on the fact that he met all the stated prerequisites.
Thus, by setting quotas for screening the number of males and females by age
group, a representative number of qualifiers within each age and gender group
was obtained on an "as they fall" basis, thereby providing a directly
proportionate sample of relevant consumers.
DOUBLE-BLIND INTERVIEWING
It is important to point out that the study was administered under “double-blind”
conditions. That is, not only were the respondents kept uninformed as to the purpose
and sponsorship of the study, but the interviewers were similarly “blind” with respect
to the study’s purpose and sponsorship. Without such knowledge, there is little
likelihood that some interviewer(s) might ascertain what responses would be desirable
from the sponsor’s perspective, and thereby be in a position either to exert an influence
on the respondents in this regard, or to modify their recording of a respondent’s
answers so as to be “helpful”.
3 Source: U.S. Census Projections for 2005.
Page 11
INTERVIEWING PROCEDURES
Once qualified, respondents were escorted to the room in the research facility in which
the TVs were located. The TVs were placed on tables so that they would be at eye level
for a seated viewer. Because the Panasonic comes with a stand that raises its height 4.25
inches above the height of the Dell, the Dell was raised an equal amount by a specially
made wooden platform that was obscured from view using black cloth tape. A chair
was placed facing the center of each TV at a distance of 7 feet from the viewer to the
screen. Both TVs were masked using black cloth tape such that respondents could not
see a brand name on either TV.
A card identified each TV with a code number. The Panasonic was identified as #579,
the Dell as #658. Both TVs were set for movie viewing. The Panasonic model provides
for three types of picture settings. The manual describes these settings as follows:
Vivid enhanced picture contrast and sharpness for viewing in a well-lit room
Standard recommended for normal viewing condition with subdued room lighting
Cinema for watching movies in a darkened room. It provides a soft, film-like picture.
The Panasonic is shipped at the “Vivid” setting. For the study, the Panasonic was set
for “Cinema” viewing.
The Dell model was kept at its “movie” setting, which is the way the TV is shipped.
In accordance with the recommendation in the Panasonic manual for using the
“Cinema” setting, all viewing in this study took place in a darkened room. Only a
minimal degree of light was permitted during viewing so that the interviewer could
navigate the room to turn the lights back on when viewing was done.
Page 12
Each respondent was asked to sit in the chair in front of the TV that the respondent was
assigned to see first, and the interviewer used the VCR remote control to begin playing
the movie segment that had been selected for displaying each TV to all participating
respondents.
As mentioned earlier, the short segment of Big Momma’s House had been selected to
include outdoor and indoor footage, and bright and dimly lit as well as high and lower-
contrast scenes. The specific segment started at 16:20 and ended at 19:30. Each TV was
connected to its own dedicated VCR. The tape in each VCR was set to the beginning of
the selected movie segment prior to the arrival of each respondent at the interviewing
facility. The two TVs had previously been set for equal perceived loudness.
After the movie segment was shown on the first TV, respondents were asked to say in
their own words what they thought of the picture quality of this TV. Then, they were
asked to sit in the chair that was in front of the second TV they were assigned to see,
and the interviewer used the remote control connected to this TV to play the same
movie segment. Then, respondents were asked to say in their own words what they
thought of the picture quality of this TV.
After having shown the segment on both TVs and asked respondents about picture
quality, interviewers read a short script which identified the price difference between
the two TVs. All respondents were asked to assume, in sequence, a price differential of
“about $500” and “about $100” between the two TVs. For half the respondents, these
differentials were expressed in terms of TV #579 (Panasonic), costing more than TV
#658 (Dell). For the other half, the differentials were expressed in terms of TV $658
(Dell) costing less than TV #579 (Panasonic). Within each of these one-half subgroups,
half the respondents were asked about the $500 differential first and half were asked
about the $100 differential first.
Respondents who initially selected TV #579 (Panasonic) at a price difference of $500
were not asked to state a preference at a price difference of $100. The tabulations
Page 13
presuppose that anyone willing to pay $500 more would also be willing to pay $100
more. Similarly, respondents who initially selected TV #658 (Dell) at a price difference
of $100 were not asked to state a preference at a price difference of $500, since anyone
choosing a TV that cost $100 less than another would also chose the same TV if it cost
$500 less.
Having obtained preference information from a respondent, interviewers now
identified each TV, using a card stating “PANASONIC” and a card stating “DELL” for
this purpose. Respondents were then asked a final question:
What reaction do you have, if any, to learning the brand names of these TVs? (Record verbatim) Any other reaction? (Record verbatim)
The verbatim responses to this final question are reported under separate cover. The
full wording in the main questionnaire is shown in Appendix B.
RESPONDENT VERIFICATION
In addition to on-spot verification where both respondent and interviewer signed their
respective names onto a “certification” page, telephone follow-up validation calls were
attempted by an independent company who specializes in this type of work to verify
that the interview did in fact take place and that only qualified respondents were
interviewed.
A listing of each respondent's name and phone number was sent to Outfielders of
Eastchester, NY, an independent telephone interviewing service, for verification.
This independent validating service was given the responsibility of attempting to
recontact respondents by phone to confirm that:
Page 14
• Such a person actually existed.
• He met the universe requirements for this study.
• He was actually interviewed for this study.
A total of 312 interviews were completed of which 309 provided telephone numbers.
Outfielders successfully contacted 216, which represents a level of validation (70%) far
exceeding the customary industry practice, which is to validate 15-20%. This validation
procedure resulted in no discrepancies.
CHECK-IN PROCEDURES
When completed questionnaires had been numbered in, they were checked to ensure
that respondents' answers to screening questions indicated that they met all eligibility
requirements and that the interviews themselves were complete.
DATA PROCESSING
The keypunch operation of transferring the interviewer’s recording of the responses
onto computer cards/tapes was double-checked by performing 100% keypunch
verification. That is, each and every respondent’s answer was punched twice and then
compared so that any discrepancy could be identified, double-checked, and resolved.
This procedure virtually eliminated any possible keypunch error.
INTERVIEWING PERIOD
Interviewing was conducted from November 15th, 2005 through February 11th, 2006,
with pauses during the Thanksgiving and Christmas holidays occurring in this interval.
Page 15
STATISTICAL ANALYSIS
In analyzing results of the preference question, the following formula was utilized:
Z =
N
P2500
50−
Where P = the percent preferring the product with the higher preference score
N = the number of respondents
This formula will determine whether a statistically significant proportion of
respondents prefer the winning product. If the “Z” score is 1.645 or greater, then the
product has won by a statistically significant margin at the 95% confidence level. The
above formula has been widely used and accepted by statisticians, researchers and
marketers to determine statistical significance.
APPENDIX A
CURRICULUM VITAE OF STUDY’S AUTHOR
Robert N. Reitter Employment
1990 - President and Testifying Expert, Guideline Legal
• Designed and supervised more than three hundred surveys intended to withstand adversarial scrutiny, including Trademark, Trade Dress, Advertising Perception, and Claims Substantiation studies.
• Accepted as expert witness and surveys credited by numerous federal and state courts, U.S.P.T.O., Federal Trade Commission, and National Advertising Division of the Better Business Bureau.
• Testified at deposition and/or trial in many federal and state court litigations and hearings at the N.A.D. and F.T.C.
1968 – 1990 President, Reitter, Wilkins & Associates, Inc.
• Planned and interpreted market research for companies in the food, beverage, fashion, and travel industries
1967 - 1968 Associate, Land-Reitter Associates 1966 - 1967 Assistant Director of Research, PKL Advertising 1963 - 1966 Product Research Assistant, General Foods Corporation Education 1962 Master of Industrial Administration, Yale University 1960 French National Scholar, University of Paris 1959 Bachelor of Arts cum laude, Yale College
Testimony at Trial or by Deposition since 2002 2002 Energizer Holdings, Inc. v. Gillette USDC Northern District of IL
2002 DC Comics v. The Wella Corp. USDC Southern District of NY
2002 Pharmacia Corp v. GlaxoSmithKline USDC District of NJ
2003 Citizens Financial Group v. CNB USDC Western District of PA
2003 V&S Aktiebolag v. Cracovia Brands USDC Northern District of IL
2004 Diarama Trading Co. v. J. W. Thompson USDC Southern District of NY
2004 Louis Vuitton v. Dooney & Bourke USDC Southern District of NY
2004 Pilot Corp. v. Fisher-Price and Mattell USDC District of Connecticut
2004 Starbucks Opposition to Lessbucks U.S.P.T.O.
2005 Whirlpool Properties v. LG USDC Western District of MI
2005 Schick v. The Gillette Company USDC District of Connecticut
2005 Classic Foods v. Kettle Foods USDC Central District of CA
2006 IMIG, Inc. v. Electrolux USDC Eastern District of NY
Publications and Speeches since 1993 Implementation Issues in Claims Substantiation Seminar at a meeting of the Advertising Research Foundation, New York, 1997 What You Need to Know to Be Successful before the NAD The 8th National Advanced Forum for Advertising Law, New York, 2001 ASTM Standards for Claim Substantiation from a Research Practitioner’s Perspective Presentation to an ASTM Committee, Salt Lake City, 2004 Survey Research and Dilution Presentation to the Practicing Law Institute, New York, 2004
APPENDIX B
QUESTIONNAIRES
GUIDELINE RESEARCH CORPORATION Job #D51-035 3 West 35th Street New York, New York 10001 November, 2005
P L A S M A T V S T U D Y - S C R E E N E R -
5 - 1
FACILITY: (6) Baltimore #1.................. 1 Baltimore #2.................. 2 Chicago #1.................... 3 Chicago #2.................... 4 New York #1 ................. 5 New York #2 ................. 6 San Francisco #1.......... 7 San Francisco #2.......... 8
AGE: (7) 18-34 ................ 1 35-49 ................ 2 50 or older......... 3
SEX: (8) Male..............1 Female .........2
COLOR: (9) Blue.....................1 White...................2
Sight screen for men and women 18 years or older
Hello, I'm of Guideline Research Corporation, a nationwide market research organization. We're conducting a study and I'd like to ask you a few questions. We have nothing to sell, but are only asking for your opinions.
A. But first, do you or does any member of your immediate household work … (read list and record
"yes" or "no" for each)? Yes No In market research................................................ 1 ................. 1 In advertising ........................................................ 2 ................. 2 For a manufacturer of or for a distributor or store
that sells televisions.............................................. 3 ................. 3 For a financial services company 4 ................. 4
Terminate if "yes" to any boxed occupation listed above. Circle in box below. Erase and re-use screener. Terminate Q. A: Related Occupation 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 (10,11)
Terminates at Q. A do not count towards screening quota.
D51-035 Screener / Page 2
B. Which of the following groups includes your age? Are you ... (Read Choices)? (12) A. 17 years old or younger.............. 1 Terminate. Circle in box below. Erase
and re-use screener.
B. 18 - 34 years old......................... 2 C. 35 - 49 years old......................... 3 D. 50 years old and over ................. 4
Check screening quotas. If needed continue. If over quota terminate. Circle in box below. Erase and re-use screener.
(Do Not Read)-> Refused ...................................... X Terminate. Circle in box below. Erase
and re-use screener.
Terminate Q. B: Under age/over quota/refused 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 (13,14)
Terminates at Q. B do not count towards screening quota. C. Have you been interviewed for a consumer survey in a research facility in a mall within the past three
months? Yes.......................... 1 (Terminate, circle in box below. Erase and re-use
screener.) No ........................... 2 (Ask Q. D)
Terminate Q. C: Recently interviewed 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 (15,16)
Terminates at Q. C do not count towards screening quota. (Hand Respondent Card D) D. I’d like to ask you some questions about high-end TVs, such as are shown on this card. Have you seen
or heard of such high-end TVs? (17) Yes, have heard of............. 1 (Ask Q. E) No, have not heard of ........ 2 Don’t know......................... X
(Terminate, record in appropriate box below, erase and re-use screener.)
(Do Not Read)-> ........................................... Terminate Q. D: Have not heard of such high-end TV’s
MALES FEMALES 18 - 34 18 - 34
01 02 03 04 05 06 07 08 09 10 (18, 01 02 03 04 05 06 07 08 09 10 (24,11 12 13 14 15 16 17 18 19 20 19) 11 12 13 14 15 16 17 18 19 20 25)
35 - 49 35 - 49 01 02 03 04 05 06 07 08 09 10 (20, 01 02 03 04 05 06 07 08 09 10 (26,11 12 13 14 15 16 17 18 19 20 21) 11 12 13 14 15 16 17 18 19 20 27)
50 or older 50 or older 01 02 03 04 05 06 07 08 09 10 (22, 01 02 03 04 05 06 07 08 09 10 (28,11 12 13 14 15 16 17 18 19 20 23) 11 12 13 14 15 16 17 18 19 20 29)
Terminates at Q. D Do Count Toward Screening Quota.
D51-035 Screener / Page 3
E1. Have you purchased a high-end TV in the past 12 months? (30) Yes.......................... 1 (Ask Q. E2) No ........................... 2 Don’t know.............. 3
(Skip to Q. F)
E2. What kind of high-end TV did you purchase? (Do not read list. Circle as many as apply.) (31) Plasma TV ....................................... 1 LCD flat-panel TV ............................ 2 Front-projection TV .......................... 3 Rear-projection TV* ......................... 4
(Ask Q. F)
Don’t know....................................... 5 None of the above ........................... 6
(Terminate, record in appropriate box after Q. G, erase and re-use screener.)
* Can be based on DLP, LCD or LCoS technology. F. What is your role within your household in making decisions about purchasing items such as high-end
TVs ? Are you … (Read list) (32) The main decision maker...................................... 1
Equally the decision maker with someone else, or........................................................................... 2
(If “yes” in Q. E1, skip to Q. H. If “no” or “don’t know” in Q. E1, ask Q. G.)
Not the main or equal decision maker .................. 3 (Terminate, record below,
erase and re-use screener.) Terminate Q. F: Not the main or equal decision maker
MALES FEMALES 18 - 34 18 - 34
01 02 03 04 05 06 07 08 09 10 (33, 01 02 03 04 05 06 07 08 09 10 (39,11 12 13 14 15 16 17 18 19 20 34) 11 12 13 14 15 16 17 18 19 20 40)
35 - 49 35 - 49 01 02 03 04 05 06 07 08 09 10 (35, 01 02 03 04 05 06 07 08 09 10 (41,11 12 13 14 15 16 17 18 19 20 36) 11 12 13 14 15 16 17 18 19 20 42)
50 or older 50 or older 01 02 03 04 05 06 07 08 09 10 (37, 01 02 03 04 05 06 07 08 09 10 (43,11 12 13 14 15 16 17 18 19 20 38) 11 12 13 14 15 16 17 18 19 20 44)
Terminates at Q. F Do Count Toward Screening Quota.
D51-035 Screener / Page 4
G. Are you considering the purchase of a high-end TV in the next 12 months? (45) Yes.......................... 1 (Ask Q. H) No ........................... 2 Don’t know.............. 3
(Terminate, record in appropriate box below, erase and re-use screener.)
Terminate Q. E2/G: Has not purchased High-end TV in past 12 months/or purchased High-end TV type not listed or don’t know type purchased and not planning to purchase in next 12 months.
MALES FEMALES 18 - 34 18 - 34
01 02 03 04 05 06 07 08 09 10 (46, 01 02 03 04 05 06 07 08 09 10 (52,11 12 13 14 15 16 17 18 19 20 47) 11 12 13 14 15 16 17 18 19 20 53)
35 - 49 35 - 49 01 02 03 04 05 06 07 08 09 10 (48, 01 02 03 04 05 06 07 08 09 10 (54,11 12 13 14 15 16 17 18 19 20 49) 11 12 13 14 15 16 17 18 19 20 55)
50 or older 50 or older 01 02 03 04 05 06 07 08 09 10 (50, 01 02 03 04 05 06 07 08 09 10 (56,11 12 13 14 15 16 17 18 19 20 51) 11 12 13 14 15 16 17 18 19 20 57)
Terminates at Q. E2/G Do Count Toward Screening Quota. H. Do you usually wear eyeglasses or contact lenses when watching TV? (58) Yes.......................... 1 (Ask Q. I) No ........................... 2 (Skip to Q. J) I. Do you have them with you? (59) Yes.......................... 1 (Ask Q. J) No ........................... 2 (Terminate, circle in appropriate box below. Erase and
re-use screener.)
Terminate Q. I: No Eyeglasses 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 (60,61)
Terminates at Q. I do not count towards screening quota. J. (Invite qualified respondent to interviewing facility and say: We are asking qualified respondents
to view the same high-definition scenes on two large televisions, and then tell us which television they prefer. As a way of thanking you, you will receive $5.00 for your participation. The interview will take less than 10 minutes. Go to main questionnaire. If qualified but refused, terminate. Circle in box below. Erase and re-use screener.)
Willing to participate .................................................1 Not willing to participate ...........................................2
Terminate Q. J: Qualified/Refused 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 (62,63)
Terminates at Q. J do not count towards screening quota.
64 - 80R
GUIDELINE RESEARCH CORPORATION Job #D51-035 [V1] 3 West 35th Street New York, New York 10001 November, 2005
P L A S M A T V S T U D Y - M A I N Q U E S T I O N N A I R E -
5 - 2
BLUE
TESTING ORDER FIRST: TV #658 SECOND: TV #579
PRICING ORDER:
$500 MORE FIRST $100 MORE SECOND
6 - 1 • Place respondent in chair approximately 7 feet away from and centered in front of first TV (#658)
respondent is to view. There should be no brand card showing, only the TV identification number. • Let program for first TV play the indicated length, then ask: 1. What did you think of the picture quality of this TV? (Record verbatim)
7-
8-
9-
10-
11-
12-
13-
14- 15- 16- 17- 18- • Place respondent in chair approximately 7 feet away from and centered in front of second TV (#579)
respondent is to view. There should be no brand card showing, only the TV identification number. • Let program for second TV play the indicated length, then ask: 2. What did you think of the picture quality of this TV? (Record verbatim)
19-
20-
21-
22-
23-
24-
25-
26- 27- 28- 29- 30-
D51-035 Main Q’re [V1] / Page 2
3. TVs of this type typically sell for between $3,000 and $5,000. Now, please assume that TV #579 (point
to TV #579) costs $500 more than TV #658 (point to TV #658). Taking both these prices and the picture quality into account, which TV, if either, do you prefer? Is it TV #658 (point to #658), or TV 579 # (point to #579)?
(31) TV #658 .................. 1 (Ask Q. 4) TV #579 .................. 2 (Skip to Q. 5) No preference ......... X (Ask Q. 4) 4. Now, please assume that TV #579 (point to TV #579) costs $100 more than TV #658 (point to TV
#658). Taking these prices and the picture quality into account, which TV, if either, do you prefer? Is it TV #658 (point to #658), or TV 579 # (point to #579)?
(32) TV #658 .................. 1 TV #579 .................. 2 No preference ......... X 5. INTERVIEWER: NOW, PLACE APPROPRIATE BRAND NAME CARDS ON EACH TELEVISION
AND SAY: What reaction do you have, if any, to learning the brand names of these TVs? (Record verbatim) Any
other reaction? (Record verbatim)
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D51-035 Main Q’re [V1] / Page 3
[PRINT] RESPONDENT'S FULL NAME:______________________________________________________________________ ADDRESS: _____________________________________________________________________________________ CITY: _______________________________________ STATE: ____________________ ZIP: _________________ AREA CODE: ______________ TELEPHONE NUMBER: _______________________________________________ [PRINT] INTERVIEWER’S NAME: ________________________________________________ DATE:___________________ TIME STARTED:____________ TIME ENDED:____________
RESPONDENT I certify that I was interviewed on the date shown below. I was shown a program on two plasma TVs and was asked some questions about my preference between the TVs, taking both price and picture quality into account. RESPONDENT'S SIGNATURE: DATE: INTERVIEWER I certify that this interview was conducted in accordance with my briefing instructions. INTERVIEWER’S SIGNATURE: DATE:
GUIDELINE RESEARCH CORPORATION Job #D51-035 [V5] 3 West 35th Street New York, New York 10001 November, 2005
P L A S M A T V S T U D Y - M A I N Q U E S T I O N N A I R E -
5 - 2
WHITE
TESTING ORDER FIRST: TV #579 SECOND: TV #658
PRICING ORDER:
$500 MORE FIRST $100 MORE SECOND
6 - 5 • Place respondent in chair approximately 7 feet away from and centered in front of first TV (#579)
respondent is to view. There should be no brand card showing, only the TV identification number. • Let program for first TV play the indicated length, then ask: 1. What did you think of the picture quality of this TV? (Record verbatim)
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respondent is to view. There should be no brand card showing, only the TV identification number. • Let program for second TV play the indicated length, then ask: 2. What did you think of the picture quality of this TV? (Record verbatim)
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D51-035 Main Q’re [V5] / Page 2
3. TVs of this type typically sell for between $3,000 and $5,000. Now, please assume that TV #579 (point
to TV #579) costs $500 more than TV #658 (point to TV #658). Taking both these prices and the picture quality into account, which TV, if either, do you prefer? Is it TV #579 (point to #579), or TV #658 (point to #658)?
(31) TV #579 .................. 1 (Skip to Q. 5) TV #658 .................. 2 No preference ......... X
(Ask Q. 4)
4. Now, please assume that TV #579 (point to TV #579) costs $100 more than TV #658 (point to TV
#658). Taking these prices and the picture quality into account, which TV, if either, do you prefer? Is it TV #579 (point to #579), or TV #658 (point to #658)?
(32) TV #579 .................. 1 TV #658 .................. 2 No preference ......... X 5. INTERVIEWER: NOW, PLACE APPROPRIATE BRAND NAME CARDS ON EACH TELEVISION
AND SAY: What reaction do you have, if any, to learning the brand names of these TVs? (Record verbatim) Any
other reaction? (Record verbatim)
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D51-035 Main Q’re [V5] / Page 3
[PRINT] RESPONDENT'S FULL NAME:______________________________________________________________________ ADDRESS: _____________________________________________________________________________________ CITY: _______________________________________ STATE: ____________________ ZIP: _________________ AREA CODE: ______________ TELEPHONE NUMBER: _______________________________________________ [PRINT] INTERVIEWER’S NAME: ________________________________________________ DATE:___________________ TIME STARTED:____________ TIME ENDED:____________
RESPONDENT I certify that I was interviewed on the date shown below. I was shown a program on two plasma TVs and was asked some questions about my preference between the TVs, taking both price and picture quality into account. RESPONDENT'S SIGNATURE: DATE: INTERVIEWER I certify that this interview was conducted in accordance with my briefing instructions. INTERVIEWER’S SIGNATURE: DATE:
APPENDIX C
FIELD INSTRUCTIONS
GUIDELINE RESEARCH CORPORATION Job #D51-035 3 West 35th Street Plasma TV Study New York, New York 10001 November, 2005
INTERVIEWER INSTRUCTIONS INTERVIEWER’S NAME: ___________________________________________ DATE: _______________ BRIEFING SUPERVISOR: __________________________________________ MATERIALS
• Screeners (Blue and White) • Main Questionnaires (Blue and White) • Hand Cards • Brand Name Cards (PANASONIC AND DELL) • VHS HD Video Tapes (2) • Plasma TVs (label #579/label #658) • TV Program Segment Instructions • Practice Interviews (Salmon) • Validation Listing Sheet
OVERVIEW This is a two-cell test to be conducted in a permanent enclosed mall facility. Respondents will be shown the two Plasma TVs, and then asked questions about them. You will be sight screening in the mall for males and females 18 years of age and older. Qualified respondents will then be escorted back to the interviewing facility to be shown the Plasma TVs and asked some questions about them. Interviewers are to administer the interview as written and show the correct plasma TV at the specified time. You must make sure the TVs and videotapes are set and ready before each interview. Brand cards should be out of sight. QUOTA ASSIGNMENT Your supervisor will give you a quota assignment by age. Refer to the enclosed Master Quota Control Sheet to determine your exact quota assignment. DO YOU HAVE A QUOTA FOR COMPLETED MAIN QUESTIONNAIRES? No, you do not. You have a quota for screenings; we take completes "as they fall". However, we always have a “target” number of completes which we hope will fall in. If we fall significantly short of this number, we may ask you to do additional screenings. You are to do exactly the number of screenings assigned by sex and age: NO MORE, NO LESS.
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WHAT COUNTS TOWARD YOUR SCREENING QUOTA The questions on the Screener clearly state whether or not they count toward your screening quota. IMPORTANT: Because you have a screening quota by sex and age, all terminated questions that count toward your quota have termination boxes that are also broken down by sex and age. It is imperative that when terminating a respondent you circle the next available number in the appropriate sex and age group for that terminated respondent. This is the only way you will be able to accurately keep track of your screening quotas by sex and age. COMMON MISTAKES IN USING THIS PROCEDURE
• Going over the screening assignment by sex and age. • Using a separate tally sheet to record terminates and not recording terminates directly on the screener in
the boxed area. • Mistaking terminated screenings (ineligible respondents) for completed interviews. • Mistaking total screening assignment for total quota of interviews to be completed.
ELIGIBILITY An eligible respondent is a male or female who meets the following requirements:
• Respondent nor any member of her immediate household does not work for any of the listed occupations (Q.A)
• Respondent must be 18+ years of age and needed for your quota (Q. B)
• Respondent has not participated in a consumer survey in the research facility within the past 3 months (Q.C)
• Respondent has seen or heard of high-end TV’s such as (plasma TV, LCD flat-panel TV, front-projection TV, rear-projection TV) (Q.D)
• Respondent is either the main decision maker or equally involved in the decision making about purchasing items such as high-end TV’s (Q.F)
• Respondent must have purchased a high-end TV (Q.E1) or intend to purchase one in the next 12 months (Q.G)
• Respondent must have glasses/contact lenses with her if worn when watching TV (Q. H/I)
• Respondent must be willing to participate (Q. J) QUALITY ASSURANCE IN SCREENING Do not interview friends, relatives or acquaintances.
When screening for this study you must not screen for any other study at the same time.
Only one potential respondent in a group of people may be screened.
Only one potential respondent is to be in the interviewing room at the time of the interview.
Anyone accompanying the respondent must wait for the respondent in the waiting room.
Be sure the respondent does not see the stimuli before it is indicated to be shown.
Do not proceed to interview anyone who has a hearing, visual or English language problem.
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SCREENER QUESTION BY QUESTION INSTRUCTIONS
SCREENER: Be sure you are familiar with the circle screener method of termination. If you are not, ask your supervisor to explain it to you. For any answers which disqualify the respondent, you are to circle the next available number in the termination box, erase and re-use screener. Do NOT erase any of the circles around the numbers in the termination boxes. If all the numbers in a termination box have been circled before you contact a qualified, willing respondent, you are to return the screener to your supervisor. Write in your name, circle your city and mark clearly on the top of the screener "FOR TALLIES ONLY". Sight screen for appropriate sex and age groups as needed. Randomly approach males and females 18 years of age or older and ask questions on screener exactly as indicated. SCREENER: Q. A: If "yes" to any listed occupation terminate. Otherwise continue. These terminates do not count
toward your screening quota. Q. B: If 18 years of age or older, check open age quotas. If needed, continue. Otherwise, terminate. If under
18 or refused age, terminate. These terminates do not count toward your screening quota. Q.C: If “no” continue. If “yes” terminate. These terminates do not count toward your screening quota. Q.D: Hand Card D. If “yes” to heard of high-end TV’s continue. If “no/don’t know” terminate. These
terminates do count toward your screening quota. Q.E1: If “yes” continue with Q.E2. If “no/don’t know” skip to Q.F. Q.E2: Do not read the list. Circle as many as apply. If respondents mentioned any of the listed high-end TVs
continue with Q.F. If “don’t know/none of the above” terminate. Record these terminates in the termination box after Q.G. These terminates do count toward your screening quota.
Q.F: Read the list. If the respondent is the main decision maker or equally involve in the decision making
process refer to Q.E1. If the respondent said “yes” in Q.E1 skip to Q.H. If “no” or “don’t know” in Q.E1 ask Q.G. If “not the main or equal decision maker” in Q.F terminate. These terminates do count toward your screening quota.
Q.G: If “yes” ask Q.H. If “no/don’t know” terminate. These terminates do count toward your screening
quota. Q.H: If “yes” ask Q.I. If “no” skip to Q.J. Q.I: If “yes” continue. If “no” terminate. These terminates do not count toward your screening quota. Q.J: Invite the respondent to participate, continue with the main questionnaire. If the respondent refuses,
terminate. These terminations do not count toward your screening quota.
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MAIN QUESTIONNAIRE
READING QUESTIONS AND INTERACTING WITH RESPONDENT Read introductions and all questions exactly as written.
Always give respondents enough time to answer.
Mark answers clearly and write clearly -- be careful to be sure you are asking the question that should be asked exactly as it appears.
Under no circumstances are you to discuss the TVs with the respondent. Read the questions referring to the TVs verbatim as written.
Make sure that the respondent cannot see the questionnaire as you are administering it.
QUESTION BY QUESTION INSTRUCTIONS
BEFORE GOING INTO THE INTERVIEWING ROOM CHECK WITH YOUR SUPERVISOR AS TO THE VIDEO TAPES BEING REWOUND TO THE APPROPRIATE STARTING POSITION. VERIFY THAT THE TV SETS ARE READY FOR VIEWING. ALL RESPONDENTS WILL BE EXPOSED TO TWO TV SETS. PANASONIC TV IS ALWAYS #579 AND DELL TV IS ALWAYS #658. THERE ARE TWO MAIN QUESTIONNAIRE VERSIONS (BLUE AND WHITE). THE DIFFERENCE IN THE COLOR OF THE MAIN QUESTIONNAIRE IS THE ORDER OF WHICH TV SET IS SHOWN FIRST/SHOWN SECOND. WITHIN THE BLUE AND WHITE THERE ARE FOUR ROTATIONS OF PRICE DIFFENTIAL ORDER. THE DIFFERENCE IS THE PRICE DIFFERENTIAL READ AT Q.3 AND Q.4. The testing order and price differential order appears on the front page of the Main Questionnaire in the box at the top of the page.
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WHITE CELL ONLY IN THE WHITE CELL THE RESPONDENTS WILL ALWAYS SEE TV#579 FIRST AND TV#658 SECOND. The difference is in the price differential read at Q.3 and Q.4. See below for details. White – Rotation 6-5 Price Differential For Rotation 5 at Q.3 for TV#579 = $500 More Price Differential For Rotation 5 at Q.4 for TV#579 changes to = $100 More White – Rotation 6-6 Price Differential For Rotation 6 at Q.3 for TV#579 = $100 More Price Differential For Rotation 6 at Q.4 for TV#579 changes to = $500 More White – Rotation 6-7 Price Differential For Rotation 7 at Q.3 for TV#658 = $100 Less Price Differential For Rotation 7 at Q.4 for TV#658 changes to = $500 Less White – Rotation 6-8 Price Differential For Rotation 8 at Q.3 for TV#658 = $500 Less Price Differential For Rotation 8 at Q.4 for TV#658 changes to = $100 Less BLUE CELL ONLY IN THE BLUE CELL THE RESPONDENTS WILL ALWAYS SEE TV#658 FIRST AND TV#579 SECOND. The difference is in the price differential read at Q.3 and Q.4. See below for details. Blue – Rotation 6-1 Price Differential For Rotation 1 at Q.3 for TV#579 = $500 more Price Differential For Rotation 1 at Q.4 for TV#579 changes to = $100 more Blue – Rotation 6-2 Price Differential For Rotation 2 at Q.3 for TV#579 = $100 more Price Differential For Rotation 2 at Q.4 for TV#579 changes to = $500 more Blue – Rotation 6-3 Price Differential For Rotation 3 at Q.3 for TV#658 = $100 less Price Differential For Rotation 3 at Q.4 for TV#658 changes to = $500 less Blue – Rotation 6-4 Price Differential For Rotation 4 at Q.3 for TV#658 = $500 less Price Differential For Rotation 4 at Q.4 for TV#658 changes to = $100 less
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LIGHTING, AND VIEWING OF THE MOVIE PROGRAM A clip-on light containing a 25 watts bulb should be aimed at the wall opposite the TVs to provide a minimal light during the showing of the program. The overhead lighting must be turned off while the segment is being shown on each TV. At all other times, as when questions are being asked and the answers recorded, and when the respondent is entering, moving to another chair or leaving, the overhead light should be on. White and Blue Versions Place respondent in chair approximately 7 feet away from and centered in front of the FIRST TV respondent is to view. There should be no brand card showing, only the TV identification number (#579 and #658). Let the program for the first TV play its length, as indicated in the TV program segment instructions. Q.1: Read verbatim. Record response verbatim. Place respondent in chair approximately 7 feet away from and centered in front of the SECOND TV respondent is to view. There should be no brand card showing, only the TV identification number (#579 and #658). Let the program for the second TV play its length, as indicated in the TV program segment instructions. Q.2: Read verbatim. Record response verbatim. White Versions 5 and Version 8 Q.3: Read verbatim. When making reference to the TV point to the TV you are referencing. If “TV #658/no preference” is chosen ask Q.4. If “TV #579” is chosen skip to Q.5. White Versions 6 and Version 7 Q.3: Read verbatim. When making reference to the TV point to the TV you are referencing. If “TV #579/no preference” is chosen ask Q.4. If “TV #658” is chosen skip to Q.5. Blue Versions 1 and Version 4 Q.3: Read verbatim. When making reference to the TV point to the TV you are referencing. If “TV #658/no preference” is chosen ask Q.4. If “TV #579” is chosen skip to Q.5. Blue Versions 2 and Version 3 Q.3: Read verbatim. When making reference to the TV point to the TV you are referencing. If “TV #658/no preference” is chosen ask Q.4. If “TV #579” is chosen skip to Q.5. Q.4: Read verbatim. When making reference to the TV point to the TV you are referencing. Record response. Q.5: Place appropriate Brand Card on each television. Read verbatim. Record response. (PANASONIC TV IS #579 AND DELL TV IS #658). Then go to the Certification Page.
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SECURITY: • You are responsible for all materials being used on this study. Stimuli must be locked up when not working
on this study. • All materials are to be kept out of sight of anyone not directly involved in the study • All materials related to this study are the property of Guideline Research and our client. • No one representing Guideline or our client is to be admitted to the facility or have access to the materials
without your first calling Guideline to confirm. Further, no one is to be permitted access to the facility or materials without showing satisfactory identification.
UPON COMPLETION OF INTERVIEW:
1. Fill out facility, age and sex on the front page of the screener.
2. Fill out all respondent information on certification page. You and the respondent must read, sign and date certification page.
3. Thank respondent.
4. Staple the screener to the main questionnaire and give it to your supervisor.
Job #D51-035 Plasma TV Study November, 2005 Dear Supervisor: The following are the materials needed for the “Plasma TV Study”: • Screeners (blue and white) • Main Questionnaires (blue and white) • Hand Cards • Brand Name Cards (Panasonic and Dell) • 2 - VHS HD Video Tapes • 1 - 50” Panasonic HD Plasma TV • 1 - 50” Dell HD Plasma TV • 2 - VHS VCRs • Component And Audio Cables • Practice Interviews (salmon) • TV Program Segment Instructions (Sent Under Separate Cover) • TV Set-Up Instructions • Master Screening Quota Control Sheet • Progress Report Sheet • Validation Listing Sheet OVERVIEW This is a two-cell test to be conducted in a permanent enclosed mall facility. Respondents will be shown two Plasma TVs, and then asked questions about them. You will be sight screening in the mall for males and females 18 years of age and older. Qualified respondents will then be escorted back to the interviewing facility to be shown the Plasma TV’s and asked some questions about them. Interviewers are to administer the interview as written and show the correct plasma TV at the specified time. You must make sure the TVs and videotapes are set and ready before each interview. ALL ELECTRONIC EQUIPMENT WILL BE PICKED UP AT YOUR FACILITY BY GRC REPRESENTIVE AT CONCLUSION OF THE STUDY. MISSING ELECTRONIC EQUIPMENT WILL BE CHARGED BACK AT RETAIL VALUE. THE RETAIL VALUE OF THE COMBINED PIECES IS $10,000.
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DO YOU HAVE A QUOTA FOR COMPLETED MAIN QUESTIONNAIRES? No, you do not. You have a quota for screenings; we take completes "as they fall". However, we always have a “target” number of completes which we hope will fall in. If we fall significantly short of this number, we may ask you to do additional screenings. You are to do exactly the number of screenings assigned by sex and age: NO MORE, NO LESS. WHAT COUNTS TOWARD YOUR SCREENING QUOTA The questions on the Screener clearly state whether or not they count toward your screening quota. IMPORTANT: Because you have a screening quota by sex and age, all terminated questions that count toward your quota have termination boxes that are also broken down by sex and age. It is imperative that when terminating a respondent you circle the next available number in the appropriate sex and age group for that terminated respondent. This is the only way you will be able to accurately keep track of your screening quotas by sex and age. COMMON MISTAKES IN USING THIS PROCEDURE
• Going over the screening assignment by sex and age. • Using a separate tally sheet to record terminates and not recording terminates directly on the screener in
the boxed area. • Mistaking terminated screenings (ineligible respondents) for completed interviews. • Mistaking total screening assignment for total quota of interviews to be completed.
Main Questionnaires White Cell All respondents will be exposed to two TV sets (Panasonic #579 and Dell #658). Respondents in the white cell will always see TV #579 First and TV #658 Second. Respondents will not know the brand names of these TV sets until the completion of the interview. Within the white cell there are four different rotations of the main questionnaire. The main questionnaire has been interleaved and must be used in the order provided. It is crucial that the questionnaires are used in order provided in order to obtain an equal number of completed interviews across both rotations. The difference in the rotation is the order of price differential read at Q.3 and Q.4 of the interview.
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Example – White Cell:
Cell Rotation TV Shown First
TV Shown Second
Price Differential
for TV #579 at Q.3
Price Differential
for TV #579 at Q.4
White 6-5 #579 #658 $500 More $100 More White 6-6 #579 #658 $100 More $500 More
Cell Rotation TV Shown
First TV Shown
Second Price
Differential for TV
#658 at Q.3
Price Differential
for TV #658 at Q.4
White 6-7 #579 #658 $100 Less $500 Less White 6-8 #579 #658 $500 Less $100 Less
Blue Cell All respondents will be exposed to two TV sets (Dell #658 and Panasonic #579). Respondents in the blue cell will always see TV #658 First and TV #579 Second. Within the blue cell there are four different rotations of the main questionnaire. The main questionnaire has been interleaved therefore them must be used in the order provided. It is crucial that the questionnaires are used in order provided in order to obtain an equal number of completed interviews across both rotations. The difference in the rotation is the order of price differential read at Q.3 and Q.4 of the interview. Example – Blue Cell:
Cell Rotation TV Shown First
TV Shown Second
Price Differential
for TV #579 at Q.3
Price Differential
for TV #579 at Q.4
Blue 6-1 #658 #579 $500 More $100 More Blue 6-2 #658 #579 $100 More $500 More
Cell Rotation TV Shown
First TV Shown
Second Price
Differential for TV
#658 at Q.3
Price Differential
for TV #658 at Q.4
Blue 6-3 #658 #579 $100 Less $500 Less Blue 6-4 #658 #579 $500 Less $100 Less
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BRIEFING Field supervisors must have read and examined all materials to be completely prepared for the study. The field supervisor must be present at the briefing and be present for all days of interviewing on the study. A field kit of all paper materials must be supplied for each participant at the briefing. Each interviewer is to read his/her Interviewer Instructions and sign them. Also, a personal briefing is required. If possible, one briefing should be conducted. All interviewers must do at least one Practice Interview. PLEASE KEEP ON EYE ON:
(1) APPROPRIATE TV IS SHOWN AT THE INDICATED TIME AS IT CORRESPONDS THE MAIN QUESTIONNAIRE
(2) INTERVIEWER MUST KNOW HOW TO SET THE TAPES TO THE PROPER STARTING POINT AND HOW TO STOP THE TAPES AT THE RIGHT SCENE.
(3) APPROPRIATE LIGHTING CONDITIONS AS INDICATED IN THE INTERVIEWERS INSTRUCTIONS.
(4) APPROPRIATE BRAND NAME CARDS ARE PLACED ON THE CORRESPONDING TELEVISION.
(5) ALL ELECTRONIC EQUIPMENT IS KEPT IN A SECURE LOCATION AT ALL TIMES. All practice interviews must be looked over by you-- and any problem areas cleared up -- before any actual interviewing is begun. (Each interviewer's signed Instructions are to be stapled to the Practice interview and returned to Guideline at the end of the study.). QUALITY CONTROL PROCEDURES ANY WORK RECEIVED BY OUR OFFICE, WHICH HAS NOT BEEN SUBJECT TO THE FOLLOWING PROCEDURES, WILL BE SUBJECT TO A PAYMENT ADJUSTMENT. Strict quality control is a primary Supervisor responsibility. GRC requires that the following quality controls be strictly followed:
• This study must be screened by itself, not along with any other projects.
• No more than one respondent per shopping group should be screened.
• Friends, relatives or acquaintances must NOT be interviewed.
• No one is to be in the interviewing room with the respondent.
• Anyone accompanying the respondent must wait for the respondent in the waiting room.
• Be sure the respondent does not see the cards before they are indicated to be shown.
• Interviewing should not be conducted with anyone who has a hearing, visual or English language problem.
SECURITY INSTRUCTIONS
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• All materials related to this study are the property of Guideline Research and our client.
• You are responsible for all materials being used on this study; all materials are to be kept out of sight of anyone not directly involved in the study.
• No one representing Guideline or our client is to be admitted to the facility or have access to the materials without you first calling Guideline to confirm. Further, no one is to be permitted access to the facility or materials without showing satisfactory identification.
EDITING All work should be edited soon after completion in order to spot errors and quickly bring them to an interviewer’s attention.
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In editing check for:
• Completeness including market on the front of each screener of each completed questionnaire • Following proper skip patterns exactly – don’t accept interviews with skip pattern errors. • Verbatim capture of comments. (See “Probing” on Interviewers Instructions.) • Legible handwriting • Certification page filled out by interviewer and respondent.
If an interviewer appears not to be following instructions exactly, please alert him/her to that as soon as possible and take remedial action if needed. VALIDATION
• List only ONE interviewer's work on a validation sheet.
• Fill out all required respondent information, interviewer name, city and quota group.
• Be sure about indicating correct area code for every respondent.
• Write listings in black ink ONLY.
• You are not to phone validate, since we will be independently validating 100% of every interviewer’s work, as well as doing a duplicate number search.
• You must, however, monitor or do in-site validation for at least 10% of each interviewer's work and note validated work on Validation Listing Form.
• Handling "No Phone" or "Refused Phone"
The Supervisor must attempt to do a telephone lookup for all respondents who do not give a phone number. If a number is not found, indicate that you have attempted a look-up by writing "L.U.".
PROGRESS REPORTS Enclosed are Progress Report Sheets for your convenience. Accurate cumulative reports are to be received by us each day the study continues. We are to RECEIVE them by 10:00 AM OUR TIME.
• FAX # 212-947-6294 (Preferred). Do not use a cover sheet, just fill in all the required information on the Progress Report Sheet. Be sure to write your city and contact name on each sheet of the report.
RETURNING WORK Remember to insure packages for $500.00. Return work as per schedule to Guideline Research Inc.
• Completed interviews are to be bundled together by interviewer with that interviewer’s Validation Sheet on the top of the pile.
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• Completed interviews are to be stapled together in the following order: • 1) SCREENER • 2) MAIN QUESTIONNAIRE • Bundle together all Screeners that contain a record of termination. Mark each screener "For Tallies
Only". Label this bundle "Screener -- Tallies Only". • Return all PRACTICE interviews. • Enclose Master/Final Progress Report Forms.
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SHIPMENT/CHARGES
• Use the blank waybills provided as they contain our account # and address
• All shipments are to be send Federal Express Priority Overnight to GRC and charged to our Federal Express Account #0100-0112-9 unless otherwise specified
• Insure packages for $500.00.
• Indicate Job #D51-035 on airbill for all shipments
• Important Since GRC does not want to incur additional shipping charges, make sure that all items specified above are
included with your completed questionnaires, unless otherwise specified. If you "forget" we will have to deduct the additional shipping charges from your bill.
BILLING Submit all bills under separate cover to the attention of our Accounting Department. Thank you for your help with this survey.
Sincerely, Nelly Valentin Field Director
APPENDIX D
VALIDATION QUESTIONNAIRE
VALIDATION LETTER
GUIDELINE RESEARCH CORPORATION Job #D51-035 3 West 35th Street Plasma TV Study New York, NY 10001 December, 2005
V A L I D A T I O N Q U E S T I O N N A I R E • ASK TO SPEAK TO THE PERSON WHOSE NAME IS LISTED ON VALIDATION SHEET • CORRECT ANSWERS ARE BOXED • PROBE WHERE INDICATED
Hello (Mr./Miss/Mrs./Ms.) ____________, I'm from Guideline Research in New York. Recently a study was done in your area and we're calling to thank you for your participation and to confirm a few points.
1. Recently, did you take part in a survey where you were shown a program on two plasma TV’s and were
asked some questions about your preference between the TV’s?
YES ........................ 1 NO.......................... 2 (Before terminating, be sure no one else in
household was interviewed) 2. Which of the following groups includes your age? (Read list)
Under 17 ........................... X
18 – 34 years old............... 1 35 – 49 years old............... 2 (Check age against validation listing sheets) 50 years old and over........ 3 Refused............................. 4
3. Have you purchased a high-end TV in the past 12 months?
YES ........................ 1 Ask Q.4
NO/Don’t Know ...... 2 Skip to Q.5, then ask Q.6 4 What kind of high-end TV did you purchase? (Read list)
Plasma TV......................... 1 LCD flat-panel TV.............. 2 Front-projection TV ........... 3 Ask Q.5 Rear-projection TV ............ 4 Don’t know/ None of the above.............
5 Terminate. This respondent does not qualify.
5. What is role within your household in making decision about purchasing items such as high-end TV’s? (Read List)
The main decision maker .. 1 Equally the decision maker with someone else, or .......
2 If yes in Q.3, conclude interview thank respondent. This respondent qualifies.
Not the main or equal decision maker ..................
3 Terminate. This respondent does not qualify.
(If “no/don’t know” in Q.3 ask Q.6)
6. Are you considering the purchase of a high-end TV in the next 12 months?
YES ........................ 1 Conclude interview, thank respondent.
NO/Don’t Know ...... 2 Terminate. This respondent does not qualify. Thank you!
APPENDIX E
COMPUTER TABLES
PLASMA TV STUDY #D51-035 Table Title Base ----- ----- ---- 1 PREFERENCE 2 Q.1/2 WHAT DO YOU THINK OF THE PICTURE QUALITY OF THIS TV 3 AGE WITHIN SEX 4 TV SEEN FIRST 5 Q.E2 KIND OF HIGH-END TV PURCHASED HAVE PURCHASED HIGH-END TV IN PAST 12 MONTHS 6 Q.F ROLE WITHIN HOUSEHOLD FOR PURCHASING HIGH- END TV
PLASMA TV STUDY #D51-035 Table 1 PREFERENCE PRICE DIFFERENCE INDICATED ---------------- TOTAL ---------------- $500 $100 ======= ======= TOTAL RESPONDENTS 312 312 PREFER #658 (DELL) 188 179 60.3 57.4 PREFER #579 (PANASONIC) 115 125 36.9 40.1 NO PREFERENCE 9 8 2.9 2.6 GUIDELINE RESEARCH CORPORATION
PLASMA TV STUDY #D51-035 Table 2 Q.1/2 WHAT DO YOU THINK OF THE PICTURE QUALITY OF THIS TV #579 (PANA- #658 SONIC) (DELL) ====== ====== TOTAL RESPONDENTS 312 312 POSITIVE (GRAND NET) 208 242 66.7 77.6 PICTURE QUALITY (NET) 202 232 64.7 74.4 COLOR(S) (SUBNET) 60 68 19.2 21.8 BRIGHT COLOR(S) (SUB-SUBNET) 15 24 4.8 7.7 BRIGHTER/BRIGHTER COLOR(S) 10 19 3.2 6.1 VIBRANT COLOR(S) 1 6 0.3 1.9 VIVID COLOR(S) 5 4 1.6 1.3 OTHER BRIGHT COLOR(S) - - MENTIONS - - CLEAR/SHARP COLOR(S) (SUB- 18 22 SUBNET) 5.8 7.1 CLEAR/CLEARER COLOR(S) 9 11 2.9 3.5 SHARP/SHARPER COLOR(S) 7 12 2.2 3.8 CRISP/CRISPER COLOR(S) 3 2 1.0 0.6 OTHER CLEAR/SHARP COLOR(S) - - MENTIONS - - NATURAL COLOR(S) (SUB- 7 10 SUBNET) 2.2 3.2 TRUE/REALISTIC/NATURAL- 6 8 LOOKING COLOR(S) 1.9 2.6 GUIDELINE RESEARCH CORPORATION
PLASMA TV STUDY #D51-035 Table 2 Q.1/2 WHAT DO YOU THINK OF THE PICTURE QUALITY OF THIS TV #579 (PANA- #658 SONIC) (DELL) ====== ====== TOTAL RESPONDENTS 312 312 NATURAL/LIFELIKE SKIN 1 3 TONES/COLOR 0.3 1.0 OTHER NATURAL COLOR(S) - - MENTIONS - - MISCELLANEOUS COLOR(S) GOOD/BETTER COLOR(S) 23 22 (UNSPEC) (DNDC IN SUBNET) 7.4 7.1 DARK/DARKER COLOR(S) 9 1 2.9 0.3 OTHER MISCELLANEOUS - - COLOR(S) MENTIONS - - CLEAR/SHARP (SUBNET) 118 120 37.8 38.5 CLEAR/GOOD CLARITY/HAS 94 101 CLEAR/CLEARER PICTURE/IMAGES 30.1 32.4 SHARP/HAS SHARP/SHARPER 30 36 PICTURE/IMAGES 9.6 11.5 CRISP/HAS CRISP/CRISPER 9 8 PICTURE 2.9 2.6 NOT FUZZY/BLURRY 6 - 1.9 - HIGH DEFINITION/WELL 8 4 DEFINED/DETAILED IMAGE 2.6 1.3 OTHER CLEAR/SHARP MENTIONS - - - - MISCELLANEOUS PICTURE QUALITY GOOD/HAS GOOD QUALITY/GOOD 43 50 PICTURE/RECEPTION (UNSPEC) 13.8 16.0 (DNDC IN NET) BETTER PICTURE QUALITY THAN 27 29 THE FIRST/OTHER ONE 8.7 9.3 GUIDELINE RESEARCH CORPORATION
PLASMA TV STUDY #D51-035 Table 2 Q.1/2 WHAT DO YOU THINK OF THE PICTURE QUALITY OF THIS TV #579 (PANA- #658 SONIC) (DELL) ====== ====== TOTAL RESPONDENTS 312 312 BRIGHT/NOT AS DULL/HAS 19 44 BRIGHT/BRIGHTER PICTURE 6.1 14.1 HAS 3-D LOOK/EFFECT/MAKES 3 4 YOU FEEL LIKE YOU'RE THERE 1.0 1.3 EASY ON THE EYES/DOESN'T 5 7 MAKE EYES HURT 1.6 2.2 MOVIE/MOVIE THEATER QUALITY - 4 PICTURE - 1.3 NATURAL/REALISTIC/LIFELIKE 9 8 PICTURE 2.9 2.6 GOOD/BETTER/PERFECT CONTRAST 4 5 1.3 1.6 PERFECT PICTURE 4 6 1.3 1.9 NO PIXELING 3 4 1.0 1.3 PICTURE WAS CLEANER 4 3 1.3 1.0 OTHER MISCELLANEOUS PICTURE - - QUALITY MENTIONS - - SOUND QUALITY (NET) 42 42 13.5 13.5 GOOD/BETTER SOUND QUALITY 35 34 (UNSPEC) (DNDC IN NET) 11.2 10.9 SOUNDS SHARPER/CLEARER 7 8 2.2 2.6 MORE BASS/LIKE THE BASS SOUND - - - - OTHER SOUND QUALITY MENTIONS - - - - GUIDELINE RESEARCH CORPORATION
PLASMA TV STUDY #D51-035 Table 2 Q.1/2 WHAT DO YOU THINK OF THE PICTURE QUALITY OF THIS TV #579 (PANA- #658 SONIC) (DELL) ====== ====== TOTAL RESPONDENTS 312 312 MISCELLANEOUS POSITIVE BIG/NICE SIZE PICTURE 7 6 2.2 1.9 LIKE THE WIDE SCREEN 4 6 1.3 1.9 LIKED IT, WOULD CONSIDER 2 2 BUYING IT 0.6 0.6 OTHER MISCELLANEOUS POSITIVE - - MENTIONS - - NEGATIVE (GRAND NET) 150 120 48.1 38.5 LACK OF PICTURE QUALITY (NET) 148 117 47.4 37.5 COLOR(S) (SUBNET) 114 55 36.5 17.6 COLOR WAS OFF/DIDN'T LIKE 9 14 THE COLOR(S) 2.9 4.5 COLORS ARE DRAB/NOT AS 15 13 BRIGHT/VIBRANT 4.8 4.2 TOO DARK/DIM/COLORS ARE TOO 88 29 DARK 28.2 9.3 COLOR NOT CLEAR/AS CLEAR/ 7 8 SHARP 2.2 2.6 BACKGROUND COLOR TOO DARK 15 2 4.8 0.6 OTHER COLOR(S) MENTIONS - - - - NOT CLEAR/SHARP (SUBNET) 49 58 15.7 18.6 GUIDELINE RESEARCH CORPORATION
PLASMA TV STUDY #D51-035 Table 2 Q.1/2 WHAT DO YOU THINK OF THE PICTURE QUALITY OF THIS TV #579 (PANA- #658 SONIC) (DELL) ====== ====== TOTAL RESPONDENTS 312 312 NOT TOO/AS CLEAR/DOESN'T 25 21 HAVE GOOD CLARITY/THE 8.0 6.7 PICTURE IS NOT CLEAR ENOUGH NOT AS SHARP/THE PICTURE IS 13 13 NOT SHARP ENOUGH 4.2 4.2 FUZZY/BLURRY/THE PICTURE IS 22 33 FUZZY/BLURRY 7.1 10.6 NOT CRISP/AS CRISP 6 1 1.9 0.3 OTHER NOT CLEAR/SHARP - - MENTIONS - - MISCELLANEOUS LACK OF PICTURE QUALITY PICTURE QUALITY IS NOT AS 18 15 GOOD AS THE FIRST/OTHER ONE 5.8 4.8 TOO BRIGHT 3 19 1.0 6.1 DULL/HAS A DULL PICTURE/NOT 6 6 AS BRIGHT 1.9 1.9 PICTURE CONTRAST WAS OFF 7 3 2.2 1.0 TOO MUCH PIXILATION/YOU CAN 1 - SEE THE PIXELS MORE 0.3 - DISLIKE PICTURE QUALITY 10 9 3.2 2.9 OTHER MISCELLANEOUS LACK OF - - PICTURE QUALITY MENTIONS - - LACK OF SOUND QUALITY (NET) 8 9 2.6 2.9 POOR/TERRIBLE SOUND QUALITY 5 7 (UNSPEC) (DNDC IN NET) 1.6 2.2 GUIDELINE RESEARCH CORPORATION
PLASMA TV STUDY #D51-035 Table 2 Q.1/2 WHAT DO YOU THINK OF THE PICTURE QUALITY OF THIS TV #579 (PANA- #658 SONIC) (DELL) ====== ====== TOTAL RESPONDENTS 312 312 SOUND WAS MUFFLED/UNCLEAR 3 2 1.0 0.6 OTHER LACK OF SOUND QUALITY - - MENTIONS - - MISCELLANEOUS NEGATIVE NOT ANY BETTER THAN WHAT I - 1 HAVE AT HOME - 0.3 SCREEN TOO BIG - 1 - 0.3 OTHER MISCELLANEOUS NEGATIVE - 3 MENTIONS - 1.0 NEUTRAL (GRAND NET) 19 14 6.1 4.5 O.K./IT'S GOOD BUT COULD BE 18 11 BETTER (UNSPEC) 5.8 3.5 PICTURE QUALITY SAME AS THE 1 3 FIRST ONE 0.3 1.0 OTHER NEUTRAL MENTIONS - - - - GUIDELINE RESEARCH CORPORATION
PLASMA TV STUDY #D51-035 Table 3 AGE WITHIN SEX TOTAL ======= TOTAL RESPONDENTS 312 MALE 153 49.0 18-34 61 19.6 35-49 54 17.3 50 OR OLDER 38 12.2 FEMALE 159 51.0 18-34 63 20.2 35-49 57 18.3 50 OR OLDER 39 12.5 GUIDELINE RESEARCH CORPORATION
PLASMA TV STUDY #D51-035 Table 4 TV SEEN FIRST TOTAL ======= TOTAL RESPONDENTS 312 #579 (PANASONIC) 156 50.0 #658 (DELL) 156 50.0 GUIDELINE RESEARCH CORPORATION
PLASMA TV STUDY #D51-035 Table 5 Q.E2 KIND OF HIGH-END TV PURCHASED BASE: HAVE PURCHASED HIGH-END TV IN PAST 12 MONTHS TOTAL ======= TOTAL RESPONDENTS 58 PLASMA TV 28 48.3 LCD FLAT-PANEL TV 24 41.4 FRONT-PROJECTION TV 2 3.4 REAR-PROJECTION TV 4 6.9 GUIDELINE RESEARCH CORPORATION
PLASMA TV STUDY #D51-035 Table 6 Q.F ROLE WITHIN HOUSEHOLD FOR PURCHASING HIGH-END TV TOTAL ======= TOTAL RESPONDENTS 312 MAIN DECISION MAKER 166 53.2 EQUALLY THE DECISION MAKER WITH 146 SOMEONE ELSE 46.8 GUIDELINE RESEARCH CORPORATION
