Lorillard
Marketing Research Project Approval Kent 13 Mg. Group Sessions
Fields
- Author
- Flinn, J.G.
- Greene, J.
- Humphrey, C.I.
- Mau, T.H.
- Greene, J.
- Alias
- 01842262
- MRD5541777
- Type
- MREP, MARKET RESEARCH PROPOSAL
- BUDG, BUDGET/BUDGET REVIEW
- Area
- MARKETING/BASEMENT GMP
- Site
- G42
- Master ID
- 01842227/2480
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- Named Organization
- Shoi Dickinson
- Date Loaded
- 20 Apr 1999
- Litigation
- Flag/Produced
- Characteristic
- MARG, MARGINALIA
- Brand
- Kent
- UCSF Legacy ID
- hzn10e00
Document Images
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DV1{{1~I:1'1NG I.IiS111f:C11 PROJECT P.PPIiUVt11.
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Pr,aIrCT Kent 13 mg.
PRODUCT _ Kent 13 mqT_~ _'rI"1'l.l: ___GrouR___s.s.iQns~ a0lj ^r
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Research Design (N, Cells, Elegibility, Design, Key Banner Breaks, Hlethodoloby, Cities)
A total of 10 group sessions will be conducted in Portlancl, Oreaon and Phoenix,
Arizona during the week of June 13, 1977. In each city the followinq design will be
utilized:
Kent Smokers - 1 female group
1 male group
All respondents will smoke 10 or more non-menthol filter cigarettes per day. Each
Kent panelist will be between 21-55 years of age: Competitive smokers will be be-
tween 25-50 years of age who do not reject Kent. Additionally, 12f1MM smokers and
smokers of 5mg. tar and under brands and KGL smokers will he excluded.
Competitive Smokers - 2 female groups
1 male group
.
Key Criteria For Analysis
This research design will aid in providing in-depth insight into consumer
C) attitudes toward the proposed Kent 13 follow-up advertising alternatives. Results
of these sessions will be integrated with quantitative consul^er research (Recall test
and an AAU study) findings.
Research Limitations
The hypotheses developed as a result of these sessions will be qualitative
and directional only.
Cost Estimate $22,000
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+ - 10% Contingency yes [~C~" no
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Final Report Inc. yes CY
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Research Firm Shoi Dickinson
Incidcncc ~ 1°! _~
I.en;;tli Int. 1' - 2 hr5.
~ Open Ends
# Banners
Presentat i on hf/(1 7/4
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Final Report 2 - 3 weeks from presentat 1
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