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PROJECY LIBRA PROPOSALS Prepared for: Bri=isb-American Tobacco Limited 21 Buckingham Palace Road, London SW1W OPP J.1624 February, 1929 CD O', OD O',, ',,O BATCo document for Legal Services • Health Canada 19 May 1999

INDEX Pa~e No. le INTRODUCTION 1 e SUMMARY OF RESEARCH APPROACH D RE SEARC~ METHOD 3.1. The Sample 3.2. The Ques=ionnaire 3.3. The Analysis 4. TIMETABLE 8 5. THE COST 9 KP?END LX: The Ques~io~uair e .=--===b O O', CO CXD BATCo document for Legal Services • Health Canada 19 May 1999

1. INTRODUCTION England, Grosse and Associates Limited have been commissioned by British American Tobacco Company Limited (Group Research and Development Centre) to carry out a quantitative survey among current manufactured cigarette smokers, ex manufactured cigarette smokers and people who have never smoked manufactured cigarettes. The primary aim of the study is to explore the following main objectives:- Q The ways in which smokers, ex-smokers and never smokers can be distinguished in terms of their attitudes to health in general and smoking and health in particular. . The indices of ~sychological difference which best distinguish between individuals who reduce ~he conflict between smoking'and health concern by various means (such as modifying their smoking behaviour, adopting various modes of dissonance reduction, rationalisatiou, etc.). Also those indices distinguishing between these and successful quitters and never smokers. In addition to the above main objectives, five secondary objectives are also to be explored:- a) To show whether the present and simple definition of consonance/dissonance is adequate to predict behaviour and whether this definition can be refined. b) To show if the concern expressed about health is actual concern or whether denial of concern itself is a defence mechanism. 0 (DO BATCo document for Legal Services • Health Canada 19 May 1999

o c) Whether attitudes towards smoking and health are predictable from general health attitudes. d) To show whether attitudes towards smoking and health and attitudes to health generally are related to psychological characteristics. e) Whether an individual's behaviour attitudes or trait structure determine the modes of conflict resolution. This document has been prepared in order to summarise the research method and approach adopted for the study and i= contains a copy of the final question- naire. The project was praceeded by a qualitative stage to explore the appropriate consumer language for measuring the benefits derived from smoking. The project was code referenced Project Virgo and is reported separately (A Qualitative Study on Smoking Benefits and Motivation - E.G.A. Ref. J.1637). A summary of the research approach is given in Section 2 and this summary is followed by more detailed survey information in Section 3. Section A provides a time table for the project and Section 5 sunmmrises details of the costs involved. O Cr~ C~D Cr~ CED BATCo document for Legal Services • Health Canada 19 May 1999

00 }> .-I 0 o o. o 0 r- 3 p~ 0 t- o mt 0 0 ffl -r 0 m 0 O. ¢,D il tO ID ID 2. SUMMARY OF RESEARCII APPROACH SANPLE SIZE AND SAMPLING METIIOD 2,000 total target sample' 740 current manufactured* cigarette smokers 520 ex manufactured cigarette smokers 740 never smoked manufactured cigarettes 1OO sample points spread throughout the country ~uotas Smokers:- sex age: 16 - 24 25 - 44 45 - 75 class:ABCl C2 DE Ex-Smokers and Never Smokers:- WITHIN sex by age With overall class quotas QUESTIONNAIRE AND INTERVIEWING ~TIIOD i ClassiEicatory data Psychographlc datat - locus of control - anxiety - authoritarianism - ego strength - acquiescence - neuroticism General llealth Data General Health Attitudes General Health (Use of Drugs) Smoking classification data: Smokers Smoking behaviour Smoking motivation Smoking and health behaviour Smoking and health attitudes , Ex-Smokers Ex-smokcr behaviour I Ex-smoker motivation Smoking and health behaviour Smoking and health attitudes Each interviewer to complete 20 interviews spread across all three target groups One interview to be completed prior to start of fieldwork to ensure familiarity and understanding of the requirements TIHINC Fieldwork 'Pilot' test interviews: 12.2.79 - 19.2.79 Main fieldwork: 19.2.79 - 21.3.79 Coding of question- naires cleared by: 14.4.79 Punching and proces- sing end April Computer tabulations by mld-May Provision of computer tape and Technical Appendix mid-Hay 10t7989 01 COSTING [18,500 + V.A.T. + £I,500 (incentives) + V.A.I t~

3. RESEARCH METHOD 3. i. The Sample The cargo= sample size for the study is 2,000 respondents divided into three sub-groups as follows: 740 (37%) current manufactured cigarette smokers 520 (26%) ex manufactured cigarette smokers 740 (37%) respondents who have never smoked manufactured cigarettes The quota cun=rols have been sec within each of =hess sub samples proportionate =o the demographic profile of each of these groups based on Project Aquarius data. The quotas set for smokers are sex, age (three groups) and social class (three groups). The quotas for non-smokers and ex manufactured cigarette smokers have been set within men and women by age (three groups), with overall class controls (three groups). The detailed quota data is given overleaf. The 2,000 interviews are being conducted in I00 sampling points spread through- out the country and selected on a representative basis proportionate co the population. The length of the interview varies by sub group but respondents qualifying for the longer interview (current manufactured cigarette smokers and ex manufactured cigarette smokers) are being given a voucher co the value of £I.00 as an incentive. Each interviewer is conducting one pilot interview before starting field work in order to ensure that they fully understand the questionnaire and the written instructions. Each interviewer will complete 20 interviews spread across the target groups. 3.2. The Questionnaire The questionnaire content can be divided into various section headings which 0 0", CO CD BATCo document for Legal Services : Health Canada 19 May 1999

. QUOTA INFORMATION TOTAL SEX: Male Female AGE - I 16 - 24 25 - 44 as - 75 CLASS: m ABCI C2 DE CURRENT MANI/FACTURED CIGARETTE SMOKERS 740 48 52 14 38 47 29 38 33 EX-MANI/FACTURED CIGARETTE SMOKERS 520 Male Female % % 65 35 7 7 ' 26 34 67 59 41 34 25 NEVER SMOKED Y~ANUFACTURED CIGARETTES 740 Male Femmle % 36 64 27 18 38 31 35 51 42 - 32 i 26 % O r',.} C;", OD Cr,, O BATCo document for Legal Services • Health Canada 19 May 1999

, are as follows: Classificatory data Psychographic data, including: General General General Smok/ng Current smoking smoking smoking smoking heal~h data health attitudes health, use of drugs classification dana: Smokers behaviour motivation and health behaviour and health attitudes locus of control anxiety authoritarianism ego strength acquiescence neuroticism Ex-Smokers ex smoking behaviour ex smoking motivation smoking and health behaviour smoking and health attitudes A copy of the final questionnaire is given as an appendix to this document. 3.3. The Analysis I= has been agreed that E.G.A. will supply GR & D with a computer tape deck containing records of the information collected. In addition a set of com- puter tabulations providing Cop line results from the study will be provided together with a coding framework so thac further work can be co,placed by GR & D using =heir own computer facilities. As agreed, the data bank collected will be the basis of a whole series of reports and E.G.A. will only be required at this stage to provide technical <ED Cr~ CO BATCo document for Legal Services • Health Canada 19 May 1999

1 appendix data al~houEh they may well be approached in the future ~o work on some of ~hese specific reports on an ad hoc basis. CEDo ~0 C~ CO C~ BATCo document for Legal Services • Health Canada 19 May 1999

8. 4. T~T~ Fieldwork for the project is being carried out between 12=h February and 21s= March. I= has always been agreed =ha= a long fieldwork period would be desirable and =he current wea=her condi=ions make =he long period of field- work absolu=ely essen=iaL. The coding of =he ques=ionnaires will be completed by 14th April. The preliminary Cop line computer =abula=ions will therefore be available by mid-May, toge=her wi=h =he compu=er =ape and Technical Appendix. 0 CO C7~ 0 BATCo document for Legal Services • Health Canada 19 May 1999