Tobacco Documents Online

ACTIVE MOMS Fl. Which of the following, if any do you do on a regular basis? (Read each statement and circle, Yes or No for each) Yes No Read major daily newspaper -1 -0 Watch a cable news program (such as CNN, CNBC, etc.) -1 -0 Watch morning news program -1 -0 None of these (Continue) -1 -0 F2. How closely do you follow public policy & political issues? Very closely -1 Somewhat closely -1 N t l l 1 o ose y c - Not at all -1 DK/Ref -1 (Continue) F3. W hat was the last year of school you completed? (If necessary, read list) Grade school or less -1 Some high school -1 High school graduate -1 Some college or trade school -1 College graduate -1 PostGraduate work -1 (Do not read)DK/Ref -1 (Continue) G~Da.wwnb anC 3etlinpsBAZEIAIMICd SelunqaTerporpry trmemW Fnes~OlKOwcuve Morra 5a.arier oruy ax Page 8 d Zl I02 WO I 32 PM

ACTIVE MOMS SCREENER PM21 Link. "AD NAME" MB # Quota T e: Gen Pop ...........................-1 ctive Moms .................... Opinion Leaders ..................3 Gender: Male ..................... -1 Female .... ....... .2 Age Quota: I18 34 ...............-1 IL35-54 . .. . .. ... . . . . . . .2 j55-70 ................ 3 FOR PRE-RECRUIT PURPOSES ONLY Resp. Name Tele # Date Appointment Date Appointment Time ACTIVE MOMS COwvnenls anG S~ElAIMLOdi SCIen9s~TanpOrary Nlemel file3~LK~ve Abns Saeener oMy COC Paqe I W 7 tp/26NU 125 PM

ACTIVE MOMS CONTINUE FOR BOTH ACTIVE MOMS AND MALL SCREENING E2. Do you participate in any of the following? (Read each statement and circle, Yes or No for each) Yes No Are registered and have voted in a Federal, State, or Local election in the last `-~-1 -~ -0 12 months j Have taken part in a local civic issue If -1 1 -0 Entertain relatives/guests 2-3 times a month -1 i-0 , Hold a position on a school/college board -1 -0 Engage in fund raising -1 -0 None of these -1 -0 (Continue if "Yes" to at least one bolded/boxed statement. If "No" to all bolded/boxed statements, check Gen. Pop. quota. If Gen Pop quota open, Continue. If Gen Pop quota closed, terminate and circle next number below) "No" to all boxed/bolded statements and Gen. Pop closed 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 C O~tz rM Selwqf BAZELAIMLCCa1 SITYrxpii~xy wternet FTielkOLKONCbve Mpnt So~ ~Y ~ Pag< 5 ul 22 I029NO 1 22 PM

ACTIVE MOMS MALL USE SCREENERINTRO I Sight screen for males/females 18 years to 70 years of age 1 Hello, I'm . Today we're doing a consumer study about television commercials. In order to do that, we need to speak to people of certain ages. CONTINUE TO QA FOR BOTH ACTIVE MOMS AND MALL SCREENING A. Please tell me which of the following best represents your age group. (Terminate and circle next number for 'under 18')-- A. Underl8 Check quotas. If open circle appropriate B. Between 18-34 code on first page of screener and C. Between 35-54 continue. Tf quota closed, terminate and D. Between 55-70 circle appropriate box below. E. 71 and Over (Terminate & circle next number for '71 and Over')- (Terminate & circle next number for 'refused age')- F. Refused Under 18 01 26 02 27 03 28 04 29 05 30 06 31 07 32 08 33 09 34 10 35 11 36 12 37 13 38 14 39 15 40 16 41 17 42 18 43 19 44 20 45 21 46 22 47 23 48 24 49 25 50 Over Quota 18-34 01 26 02 27 03 28 04 29 05 30 06 31 07 32 08 33 09 34 10 35 11 36 12 37 13 38 14 39 15 40 16 41 17 42 18 43 19 44 20 45 21 46 22 47 23 48 24 49 25 50 Over Quota 35-54 01 26 02 27 03 28 04 29 05 30 06 31 07 32 08 33 09 34 10 35 11 36 12 37 13 38 14 39 15 40 16 41 17 42 18 43 19 44 20 45 21 46 22 47 23 48 24 49 25 50 Over Quota 55-70 01 26 02 27 03 28 04 29 05 30 06 31 07 32 08 33 09 34 10 35 11 36 12 37 13 38 14 39 15 40 16 41 17 42 18 43 19 44 20 45 21 46 22 47 23 48 24 49 25 50 71 And Over 01 26 02 27 03 28 04 29 05 30 06 31 07 32 08 33 09 34 10 35 11 36 12 37 13 38 14 39 15 40 16 41 17 42 18 43 19 44 20 45 21 46 22 47 23 48 24 49 25 50 Refused Age 01 26 02 27 03 28 04 29 05 30 06 31 07 32 08 33 09 34 10 35 11 36 12 37 13 38 14 39 15 40 16 41 17 42 18 43 19 44 20 45 21 46 22 47 23 48 24 49 25 I 50 C ~i. anG S~i~AZELAIN4.ap' Sttunqa,Tenpwary Intana FdeeHJIKUVCUre Mona Srseenc a+Y ~ Page 3 d 22 1 0l1eNp 1 22 PM

PRE-RECRUIT SCREENER ONLY ACTtVE MOMS I. Thank you for answering these questions. Your responses to this brief survey indicate that you are just the type of consumer we are interested in speaking with. I would like to invite you to participate in a more in-depth interview at (insert Iocation) . The interview will take _..,, approximately 25 minutes and we will compensate you with (insert amount). May I set up an appointment with you? (Set up appointment and record information below.) Set up appointment-- Yes -1 Terminate and circle next number below-- No -0 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 (Ifyes, arrange appropriate time and schedule this on appropriate forms. Give respondent specifics about location of mall/facility). Record respondent's name, appointment time, date, time and telephone number on front of the screener. MALL SCREENER ONLY F. We'd like to show you some commercials and get your opinions of them. Would you like to participate in our study? Recruit room-Yes -1 (Terminate and circle next number below)--No -0 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 Resp. Name: Address: Zip Code: Telephone Number: ( ) Screening Interviewer Name: (Print first name, last name) Date: 4k C~mmb anG Se/GnysaAZEUIMLOnI SelUngslTerrywary Inlemel Flies`.OLNDWmnve Mden Saeenr sry aoc Page 7 d 22 1p26N0 1 22 PM

PRE-RECRUIT SCREENER INTRO I ACTIVE MOMS Respondent Introduction Hello, my name is calling from Millward Brown Research. Today, we're doing a consumer study about television commercials. In order to do that, we need to speak to people of certain ages. Screen for gender (Ask Q.AA2) -- Male -1 (Go to Q.A)-- Female -2 AA2. May I please speak to an adult female in the household? (Set up cs) Not availabl (Terminate and circle next number below for 'none No female adult in in household' household -2 (Repeat intro, verify gender) Called to phone -3 (Terminate and circle next number below for DKIRef -0 `DK/Refused' -If code "1" circled, ask... When would be the best time to call back to speak with (her/that person) ? Who should I ask for? None in household 101 26 02 27 03 28 04 29 05 30 06 31 07 32 08 33 09 34 10 35 11 36 12 37 13 38 14 39 15 40 16 41 17 42 18 43 19 44 20 45 21 46 22 47 23 48 24 49 25~ d5 DK/ Refused 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 2 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 5 Callback details: Date: Time: Name of person to ask for: C'DacumentsanESeWnpatBA2EUINV.=I3N1in9stTemporatylnlemetFile3WLKONNVRMwNSc+eensr>vytlac Page2ol22 t02a.90122PM

ACTIVE MOMS CONTINUE FOR BOTH ACTIVE MOMS AND MALL SCREENING B. Do you or does any member of your immediate family work in any of the following businesses? . (Read list) Yes No Advertising -0 Marketing or Market R esearch -1 -0 Any store or business i n this mall -1 -0 A company that makes or distributes food products -0 A company that makes or distributes automotive produ cts -1 -0 A company that makes or distributes tobacco products L ' I _O A financial services co mpany -1 -0 A company that makes or distributes beer products ~~ -0 (If "Yes" to any bolded/boxed category, number below) terminate interview & circle next 01 26 02 27 03 28 04 29 05 30 06 31 07 32 08 09 10 11 12 13 14 33 34 35 36 37 38 39 15 16 17 18 19 20 21 22 23 24 40 41 42 43 44 45 46 47 48 49 25 50 C. Have you participated in any interviews other than a political survey during the past 3 months? (Terminate and circle next number below)--Yes No -1 -0 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 Q.D Omitted E. Remove. (Asked ethnicity at classification). El. Do you have at least one child under the age of 18 living in your household? (Continue)-- Yes No C -2 (Continue if "Yes" to 'have at least one child under the age of 18...' otherwise if "No," check Gen. Pop. quota. If Gen Pop quota is open, Continue. If Gen Pop quota closed, terminate and circle next number bel ow) Pre Recruit Screening - No to Child Under 18 in home and Gen Pop closed 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 CDOCwnsmf arw SHGnps~&GZEIAIMLxaI SNGnpsNTmpaary Inlemet f-ieaQlKPACVV. Mma Soww r+Y ~ ~9e 4 d 22 1 ~z~DU 1 22 P!/