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Refusal ( ) RED KAMEL ALERT QUESTIONNAIRE Source of Business Completb ( ) 4/22/96 (revised 2) Term ( Date / / ) at Q. _ Using the Moonlight Tobacco Company Interviewer ALERT questionnaire as a basis for this one. INTRODUCTION A. HELLO, THIS IS CONSUMER REBATES. ARE YOU CALLING REGARDING THE 'SPEC/AL OFFER' COUPON? (If 'yes", continue.) B. OKAY, NOW WOULD YOU PLEASE FIND THE FOUR DIGIT NUMBER ON THE FRONT OF YOUR COUPON (listed on side that says "special offer, see other side for details") AND READ ME THOSE FOUR NUMBERS (If necessary: COULD YOU PLEASE REPEAT THAT NUMBER?) Ivory coupons are for Red Kamel Full Flavor and the numbers are 1001 .... 4999. Gold coupons are for Red Kamel Lights and the numbers are 6001...9999. C. ARE YOU THE PERSON WHO WILL BE SMOKING THE CIGARETTES THAT THE SPECIAL OFFER COUPON WAS ON? (If "no', verify that smoker of the product is at least 21 years of age and ask to speak with that person. The interview will be conducted only among the smoker of that product. ) D. AND, IN WHICH OF THE FOLLOWING CATEGORIES DOES YOUR AGE FALL? (Read list.) Under 18 -1 ti *Th k d di * 18 20 2 scon nue an an - - 21-24 -3 25-34 -4 35-49 -5 50-64 -6 65+ -7 *Thank and discontinue* (Do not read) Refused -8 * (Ask for callers Under 21) I'M SORRY, AS THE COUPON STATES, THIS SPECIAL OFFER IS FOR PEOPLE 21 YEARS OLD AND OLDER. THANK YOU VERY MUCH FOR CALLING. (Discontinue interview.) •• (Ask for callers Refusing on age) JUST TO CHECK, ARE YOU AT LEAST 21 YEARS OLD? (If "yes", continue with Q.E) (If "no": ) I'M SORRY, THIS SPECIAL OFFER IS FOR PEOPLE 21 YEARS OLD AND OLDER. THANK YOU VERY MUCH FOR CALLING. (Discontinue interview.) Red Kamel Source of Business ALERT

Page 2 ' INTRODUCTION - continued F. ARE YOU OR ANY MEMBER OF YOUR HOUSEHOLD AN EMPLOYEE OF THE STORE WHERE THESE CIGARETTES WERE PURCHASED? Yes -1 No -2 G. MAY I HAVE YOUR FIRST AND LAST NAME PLEASE? (Verify spelling.) H. AND YOUR ADDRESS? (Verify.) I. (If necessary): CITY/STATE2IP CODE? (Verrfy.) J. AND YOUR PHONE NUMBER, INCLUDING THE AREA CODE? (Verify.) AS YOUR COUPON MENTIONS, YOU'LL RECEIVE $10 FOR YOUR PARTICIPATION IN A SURVEY. THIS TELEPHONE SURVEY WILL HELP OUR CLIENT MAKE BETTER PRODUCTS FOR YOU AND WILL ONLY TAKE ABOUT 10 MINUTES OR SO. (If respondent mentions that he/she does not have time for survey, arrange for a callback interview.) CIGARETTE USAGE 1 a. FIRST OF ALL, ON WHAT BRAND OF CIGARETTES DID YOU FIND THE SPECIAL OFFER COUPON? (Record verbatim as respondent calls brand. When in doubt, have respondent spell brand.) Red Kamel -1 Kamel Red -2 K-A-M-E-L (respondent spells brand) -3 Kamel with a K -4 Thank and discontinue, do not send check--> Other -5 (Do not read) Don't know/refused -x (INTERVIEWER NOTE: The respondents response to Q.1a will dictate how this brand is referred to throughout the rest of the interview. For example, if a respondent says they found the coupon on a pack of "Kamel Reds", the rest of the interview will be about Kamel Reds. When the response is "K-A-M-E-L (respondent spells brand)", "Kamel with a K" will suffice.) 2. ABOUT HOW MANY PA K WOULD YOU SAY YOU'VE SMOKED IN THE PAST SEVEN DAYS? (Verify that response is packs, rather than cartons.) AND ABOUT HOW MANY PACKS HAVE YOU SMOKED IN THE PAST AY ? (# paclsa, past 7 days) (# packa, past 30 days) Red Kamel Source of Business ALERT

Page 3 2b. INCLUDING THE SHOPPING TRIP IN WHICH THE RED KAMEUKAMEL RED/CAMEL WITH A K WITH THE COUPON WAS PURCHASED, HOW MANY TOTAL TIMES HAVE YOU PURCHASED (brand at Q.1a)? (Do not accept a range. Allow for 1 to 50.) Record exact number 2c. INCLUDING THE PACK WITH THE COUPON, HOW MANY TOTAL (brand at Q.1a) PACKS HAVE YOU PURCHASED? (Do not accept a range. Allow for 1 to 50.) Record exact number BRAND USAGE 3A. WHAT ONE BRAND OF CIGARETTES DO YOU BUY MOST OFTEN AND CONSIDER TO BE YOUR USUAL BRAND? (Record = mention only.) If "Camel": • clear with "Which style of Camel is that?". • Record all "traditional" Camel brands/styles under "Camel". • Record any mention of "Red Kamel, Kamel Red, K-A-M-E-L, or Kamel with a K" under "Red Kamel". • Next, ask "What are the main colors on the pack?" (Probe for other colors.) • White/beige/tan only = Camel • Red & white/beige/tan = Red Kamel • Red & gold/tan/orange = Red Kamel • If still not sure which style of Camel, ask respondent to spell brand name. Use same list as Moonlight/Camel ALERT (on following pages) and add Red Kamel/Kamel Red and Kamel Menthe (in green box). If respondent is aware of Kamel Menthe (pronounced "men th"), redirect them back to Red Kamel. Red Kamel Source of Business ALERT

Page 4 Brand list for Q.3a Alpine American Barclay Basic Bee/Honey Toasted Belair Benson & Hedges Benson & Hedges MuR'rfilter Bristol Bucks Bull Durham Cambridge Camel Capri CarRon Cartier Century Chesterfield City Covington Crown's of London Doral Dunhill Eve GPC Harley (Davidson) Heritage Lts Horizon Jasmine Jumbo Kent Kent (Golden Lights) Kool L&M Lark Lucky Strike Magna Malibu Marlboro Max -4 Merit -5 Metro -6 Misty Slim Lts -7 Monarch -8 Montclair -9 More -0 Newport -x North Star -y Now -1 Old Gold -2 Pall Mall -3 Parliament -4 Philip Morris -5 Players -6 PolRbc -7 Pyramid -8 Raleigh -9 Richland -0 Riviera -x Salem -y Saratoga -1 Satin -2 Savannah -3 Sedona -4 Silva Thins -5 Special 10's -6 Spring -7 Sterling -8 Style Lts -9 Talls -0 Tareyton -x Triumph -y True -1 Vantage -2 Viceroy -3 Virginia Slims -4 Winston (regular) -5 Winston Select -6 Unbranded (Genericlstore brand) -7 RED KAMEL, KAMEL RED -8 KAMEL MENTHE (GREEN BOX) Red Kamel Source of Business ALERT

Page 5 Q.3a - BRAND USAGE (continued) Additional Brands Act III -1 No Frills -0 All American -2 Always Save -3 Pilot -x Austin -4 Plain Wrap .y Premium Buy -1 Bargain Buy -5 Price Breaker .2 Bargain King -6 Price Master -3 Beacon -7 Prime -4 Best Buy -8 Private Stock -5 Best Choice -9 Quality -6 Best Value -0 Quality Smokes -7 Black & Yellow Bronson -x .y Rainbow -8 Cardinal -1 Scotch Buy -9 Cavalier -2 Sebring -0 Citation -3 Shield -x Class A -4 Shurfine .y Cost Cutter -5 Slim Price -1 Stars & Bars .2 Director's Choice -6 Summit -3 Eagle -7 Sundance -4 Econo Buy -8 Sunfresh -5 Epic Deluxe -9 Tourney -6 Extra Value -0 Tri Brand -7 1 st Choice -x USA -8 F&L Focus .y -1 Value Buy -9 Gridlock .2 Value Pride -0 Guaranteed Value -3 Value Sense -x Highway -4 Value Time Value & Quality -y -1 Jacka -5 Western Family -2 Lots of Value -6 Worth -3 Marker .7 Yours -4 Meridian -8 Unbranded -5 Money -9 (generic/store brand) Other (spec'rfy) -6 Red Kamel Source of Business ALERT

Page 6 BRAND USAGE_t continued~ 3B. APPROXIMATELY HOW LONG HAS (brand mentioned at Q.3A) BEEN YOUR USUAL BRAND? WOULD YOU SAY ... (read list)? LESS THAN A MONTH -1 AT LEAST ONE BUT LESS THAN 3 MONTHS -2 OR, THREE OR MORE MONTHS -3 (Do not read) Do not recall -4 4. WHAT WAS YOUR USUAL BRAND OF CIGARETTES BEFORE (brand mentioned at Q.3A)? (Record or mention only. Use same list as Q.3A.) 5. IF (brand mentioned at Q.3A) WAS NOT AVAILABLE, WHAT gbE BRAND, OTHER THAN (brand mentioned at Q.3A), WOULD YOU BUY AS YOUR SECOND CHOICE? (Record = mention only. Do not allow Q.3A response. Do not allow'no second choice'. Force answer. Use same list as Q.3A.) 6A. WHICH QUE BRAND OF CIGARETTES HAVE YOU PURCHASED MOST OFTEN IN THE PAST MONTH? (Record one mention only. Use same list as Q.3A.) 6B. AND BESIDES (brand mentioned at 0.6A), WHAT OTHER BRANDS HAVE YOU BOUGHT FOR YOURSELF TO USE DURING THE PAST 30 DAYS? WHAT OTHERS? (Do not allow brand mentioned at Q.6A. Record up to seven mentions total. Do not accept different styles of brands mentioned. Use same list as Q.3A.) Proqrammer note: Prepare an unduplicated list of all brands mentioned in Q.3A, 0.5, Q.6A and 0.613. This will be the 'consideration set' for 0.7 series and Q.8 series. PURCHASE ALLOCATION 7A. NOW, THINKING ABOUT YOUR NEXT TEN PURCHASES OF CIGARETTES, HOW MANY OF THOSE PURCHASES WOULD BE FOR (insert brand from 0.3A)? (Record exact. tf "10" skip to Q.10C.) 7B. AND HOW MANY OF YOUR NEXT TEN PURCHASES MIGHT BE FOR (insert brand)? (Randomly read remaining brands from consideration set.) If total = 10, skip to message prior to Q.8A If total < 10, skip to Q.7D; otherwise, ask Q.7C 7C. THE NUMBER OF PURCHASES YOU MENTIONED TOTAL MORE THAN TEN. LETS DOUBLE-CHECK THE NUMBERS YOU GAVE ME TO MAKE SURE I RECORDED THEM CORRECTLY. (Recycle to Q.7A to check purchase allocations.) 7D. THE NUMBER OF PURCHASES YOU'VE GIVEN ME FOR THE BRANDS WE'VE JUST GONE THROUGH TOTALS LESS THAN 10. WOULD THERE BE OTHER BRANDS THAT YOU MIGHT BUY AMONG YOUR NEXT 10 CIGARETTE PURCHASES? Yes •1 Add to list and recycle to Q.7A No -2 -4 to recheck purchase allocations. Recycle to Q.7A to recheck pun;hase allocations. Programmer note: If Red Kamel is a part of consideration set, ask Q.8 series; otherwise, skip to Q.10C. Prepare a new consideration set for 0.8 series, consisting of the previous set at Q.7 )M Red Kamel. Red Kamel Source of Business ALERT

Page 7 PURCHASE ALLOCATION (EXCLUDING RED KAMEL) NOW, I WOULD LIKE TO ASK THE SAME QUESTION ABOUT YOUR NEXT 10 CIGARETTE PURCHASES, THIS TIME BASED ONLY ON SOME OF THE BRANDS WE JUST USED. THE LIST OF BRANDS WE WILL BE USING INCLUDES (read brands from revised consideration set). 8A. NOW THINKING ABOUT YOUR NEXT 10 PURCHASES OF CIGARETTES, HOW MANY OF THOSE PURCHASES MIGHT BE FOR (read brands)? (Randomly read brands from revised consideration set.) If total = 10, skip to Q.10C; otherwise, ask 0.813 . 8B. THE NUMBER OF PURCHASES YOU MENTIONED TOTAL MORE THAN TEN. LET'S DOUBLE-CHECK THE NUMBERS YOU GAVE ME TO MAKE SURE I RECORDED THEM CORRECTLY. (Recycle to Q.8A to check purchase allocations.) omit 0.9, 10a, 10b RED KAMEL t OC. 10D. THINKING ABOUT (brand at Q.1 a), HOW MUCH WOULD YOU SAY YOU LIKE THIS BRAND? WOULD YOU SAY THAT YOU ...(Read List)? Like it very much Like it somewhat Neither like nor dislike it Dislike it somewhat or, Dislike it very much (Do not read) Don't know .1 -2 -3 -4 -5 -6 If Q.10C ="3" or "Don't know", skip to Q.10E. HOW DIFFERENT ARE (brand at Q.1a) CIGARETTES FROM OTHER CIGARETTES? DO YOU THINK THAT THEY ARE ...(Read Ust)? 0.11c on Moonlight Extremely different -1 Very different -2 Somewhat different -3 Not very different -4 or, Not at all different -5 (Do not read) Don't know -6 Red Kamel Source of Business ALERT

Page 8 LIKES/DISLIKES 10D1. WHAT, IF ANYTHING, DID YOU PARTICULARLY LIKE ABOUT (brand at Q.1a) CIGARETTES? (Probe and clarify all general mentions carefully. e.g. If "flavor"is mentioned, ask what was liked about the flavor.) 10D2. WHAT, IF ANYTHING, DID YOU PARTICULARLY DISLIKE ABOUT (brand at Q.1a) CIGARETTES? (Probe and clarify all general mentions carefully. e.g. If "flavor" is mentioned, ask what was disliked about the flavor.) REASON FOR FIRST TRYING 10E. WHAT MADE YOU DECIDE TO TRY THESE NEW CIGARETTES? THAT IS, WHAT WAS IT ABOUT THESE CIGARETTES THAT CAUSED YOU TO BE INTERESTED IN TRYING THEM? (Probe) WHAT FIRST CAUGHT YOUR EYE? (Clarify any mentions that are unclear. Take respondent beyond simple responses, such as "just curious" Probe until unproductive.) Red Kamel Source of Business ALERT

Page 9 RED KAMEL PERCEPTIONS 11A. NOW I'M GOING TO READ YOU SEVERAL STATEMENTS ABOUT (brand at Q.1a) new question- same as 0.8 on Camel ALERT CIGARETTES. USING A SCALE FROM "1" TO "7", WHERE A "1" MEANS YOU STRONGLY DISAGREE AND A"7" MEANS YOU STRONGLY AGREE, PLEASE TELL ME TELL ME HOW YOU FEEL ABOUT EACH STATEMENT. REMEMBER, YOU MAY ALSO USE ANY NUMBER BETWEEN "1" AND "7" TO GIVE YOUR OPINION OF (brand at Q.1a) CIGARETTES. THE FIRST/NEXT STATEMENT SAYS THAT (brand at 0.1 a) (read statement). USING THE SCALE OF "1" TO "7", HOW MUCH DO YOU AGREE OR DISAGREE WITH THAT STATEMENT? (Repeat explanation of scale if necessary.) R a e: Has a good overall taste Is for people who live life to the fullest Is a brand with genuine taste Is smooth tasting Is modern/up-to-date Is for people who really enjoy their smoking experience Has been around for over 80 years Is a brand your friends would smoke Has advertising you like Is smoked by cool, "with iY' people Is fun Is gaining in popularity Is rebellious Move 0. 11 B- 11 D to right before demos Red Kamel Source of Business ALERT

Page 10 RED KAMEL SOURCE OF AWARENESS 12A. HOW DID YOU FIRST HEAR ABOUT (brand at Q.1a) CIGARETTES? (Do not read list. Accept only one response. Try to fit to pre-list.) 12B. HOW ELSE HAVE YOU HEARD ABOUT (brand at Q.1a) CIGARETTES? Accept multiple responses. Try to fit to pre-list.) Record first mentions separately from all other mentions. (Do not read list. Saw cigarettes at store -1 Saw signs/posters/display at store -2 Saw cigarettes in a bar -3 Saw signs/posters/display at bar -4 Heard about it from someone at a bar/store -5 Heard about it from a family member/friend/co-worker -6 Saw newspaper advertising -7 Saw magazine advertising -8 Read newspaper artide -9 Read magazine article -0 Saw matchbooks -1 Bus/taxi/train advertising/sign -2 Other (Specify) -5 DK/Don't Remember -X Q.12B Clearings: signs/posters/dispiay: at store or in bar saw cigarettes: in store or in bar hear from someone at bar: was that a friend or a stranger newspaper/magazine: advertising or article (Ask Q. 1 2C if nM mention newspaper/magazine/bus/taxi/train advertising in Q12A/B. Otherwise, skip to Q.13.) 12C. HAVE YOU SEEN OR HEARD ANY ADVERTISING FOR (brand at Q.1a) IN THE PAST MONTH OR SO? Yes -1 Skip to Q.13--> No -2 Skip to Q.13--> DK -X Red Kamel Source of Business ALERT