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"3rd HB'VISION" Date June 27, 1977 M4RKETING RESEARCN PROJECT APPR.OV/~1P q ii,r (To be fillcd'ouC1Yy Marlceting Research Department) PROJECT 3 Wave Product PRODUCT True 100mm TITLE Test Panel JOB # 5542/L77 Research Design (N, Ce11s, Elegibility, Design, Key Banner Breaks, Methodolog, Cities) (SEE ATTACHED) Key Criteria For Analysis "he key objective of this research program is to gauge the overall acceptance of our two ~.ew 8mg. True 100's products among our current franchise people. Additionally, we antici- pate being able to isolate on any potential product shortcomings through our diagnostic data. Research Limitations Aside from the relatively small "potential" finishing sample sizes of the later waves of the program, there are no major limitations to this research program. Cost Estimate $110,000 + - 10% Contingency yes M no Cj Final Report Inc. yes EZI no F-].~ Prepared by: _ Norman J. Kaplan MarketyGg )(eAearch Director/Assoc. Director Incidence Length Int. # Open Ends # Banners Topline _Not applicable 8 - 10 minutes 6 ~ Product Manager/ASSis"n,t Product Manager C,;..•_4..•'.~f~,`~i ~aup Product Manager Research Firm - The Data Group, Inc. Final 2 I Approx. 2-3 weeks after eomhetion of each wave (# weeks from approved quest.)~ Approx. 4-5 weeks followinf, completion of the 'na wavv (# weeks from approved quest.). 0184228s '; . _. '~.:,.

t In conjunction with product availability schedules provided from R& D for our two new True 100mm formulations, a 3-wave product testing panel will be utilized to test a series of True 100mm products. The testing will be done in one of two "enviroments"--either respondents will receive no information (other than that the cigarettes they re- ceived are True 100's) about the cigarettes they are sampling (i.e. "Blind") or will be given the T&N information about the cigarettes (i.e. - "T&N Disclosure"). Since we have approximately 500+ True 100mm smokers in our "bank", we shall split the sample equally between the two testing environments--that is, we will have a blind panel of 250 people and a 250•panel of those given T&N information. The same people who start the test program in one or the other of these panels, will remain throughout the 3-wave testing program in that same panel. In short, the two new True 100mm formulations (8mgs) currently being deve- loped by R& D, will be evaluated along with our current True 100mm product according to the following research design: Prdts. To Be Evaluated Testing Environments Wave I - Current True 100's Both "blind" & "T&N" vs. Current True 100's disclosure Wave II Current True 100's vs. Both "blind" & "T&N" 8mg. Same Taste True 100's disclosure Wave III Current True 100's vs. Both "blind" & "T&N" 8mg Improved Taste True disclosure 100's The Wave I research program will commence approximately the w/o 7/25/77• In an attempt to minimize respondent disinterest, maximize our data generation and allow for a realistic time period to review results as they beqome available, MRD in conjunction with R& D has scheduled each Succeeding wave of this study 1 month after each previous wave. Finally, in addition to our franchise smokers, in both Waves II and III, we will be including a panel of competitive 100mm smokers, who will be receiving tar & nicotine information about the cigarettes they are sampling. . As is the case in all of our market research work, participants will be at least 21 years of age; and they will also be smokers of at least 1/2 pack of non-menthol True 1D0's per day. Approximately 8 markets will be receiving the bulk of the mailouts. =',t118}22861