Tobacco Documents Online

MENTHOL MARRET STUD7f - QUESTIONNAIRE OUTLINE Pags 4' 11., QILIFE-STYLE RATIINGSj, II'd like to know how welll you feel each of the following statem.ents describes you personaily.. If the statement does not, describe you at all, give it a ra:ing of 1;,'rf it describes you completely give R a rating of 5. Remember you' can use any number between 1 and'5. The, first statementt i's...(START WITIi' RANDOMLY SELECTED ITEM AND CONTINUE WITH REMAINING ITEMS UNTIL ALL ARE RATED. REPEAT SCALE AND QUESTION IF NECESSARY). SUGGESTED STATEMENTS: • I 5ke to, trty row ihings • My life revolves around my home and famiiy • f spend a lof time with my friends • Reiipion I's a very Important part of my life • I: am generaiiy oonfident irt my ability to do things • f like to reward myselfi with a cigarette. • ii really enjoy smoking • II pay close attention to how much, I smoke . II Ike to try different cigaretlGS brands • II smoke the same brands my friends smoke • f'smoke the same brands other members of my family smoke • I"d nathergo out at nigNtit than stay at home - iihk,e, to play sports - ^ p I I am, conicemed l about my hea ~Ith • I' kiad a very active life 12: DEMOGRAPhUICS ~, ¢..~ SfS"d 'DOSSU Bi72kN3S3a SCi Wd7E:90i S6. 21 MQ

MENTHOL MARICET STUDY - QUESTIONNAIRE OUTLINE Page 1 1. BRAND USAGE: +1 Mla,~jgr menthol brands wil{ be categorized (AIDED BASIS) into one of the ~ follovwng: "oniy~r dl used,,, "use regularly," "use occasionally," "tried/may: try againy' "tried /will not try again," "never tlriedl /woulld comsider," "never tried/would not consider,' "aware only," 'nof eware." W-- . ~~~` 4' Non-menthol brands wiYl be categorized (UNAIDED BASIS) into one of t* -~ the follbvwng. "use regulariy," "use occasionallyr.' Specific rrarietbes will be obteined'(UNAIDED BASIS) for the "onlX" and 'reguiary used"' brands. For smokers of both menthol and non-menthol types: - Share of the oonsumer's currently used'brands that are menthols and non-menthols. 2. Open-end reasons for smoking current brand. 3a., Brand smoked' before current brand. 3bL Open-end reasons for swfthing to~caurent brand: 4. Opsn-emd reasons for smoki% menthol cigarettes. 5. If'smioke both types: A. Open-end reasons wh1f, srrroke both tlrpes. B. Cbsed+end occasions when menthols/non-menthols are smoked'. Sf2•dl "O065G HDNtl3S321'. eU Wd2€:90... S6, 21 mQ

MENTHOL MARKET STUDY - @UEST][ONNAIRE OUTLINE Page 2 8'. WORD ASSOCIVATION WVITH M'ENTHOIL: Z aK~~ 0 ~~ SUGGESTED WORDS: Cool, Icy, Mild, Minty„ Peppermint; Good f h W h S S ~ I am now going to read me words and phrases that you feel may or man~ not describe taste of ine ~Using a scale that goes from, 1 to 5, where 1i is does hol at aN~'and! 5 is descrAbea n~anthoJ complatel'y, please tell me how well you feeU each of, these words describes the taste of menthol. Remember you can use any numberbetween,1 andl5'. Thefirstword is ... (START WITH RANDOMLY t. ~ A. (Open-end) When you think of the word' menthot, as it is used to, describe menthol cigarettes, what words come to mind? (PROBE) What other words come to mind when you hear the word menthol? (RECORD 1f!ERBATIiM). ~ SELECTED ITEM. CONTINUE WITH REMAINING ITEMS UNTIL ALL (ARE RATED REPEAT SCALE IF NECESSARY} ~;z '`~ .~ ~ res ing, pearmmt, , aftertaste, Re intergreen„ Smoot trong.r. ~, 7. a~~ 44, (CLOSED-END REASONS FOR, SMOKING MENTHOLS) I'd tike you to think about the reasons you smoke menthol insiead, of non-menthol cigarettes. 1 am, going to describe some possible reasons to you. I'd like you to, rate each of these reasons on a scale from 1 to 5; where 1 is a not at aE' anHraportant and 5 is a very fmpartant rsason: Remembe: you can use any number between 1 and 5. The Lrst: reason is...(START WITH RANDOMLY SELECTED ITEM): How would you. rate the importance of this reason. for smoking menthols. (CONTINUE WIITHI REMAINING ITEMS UNTIL ALL ARE RATED. REPEAT' SCALE AND QUESTION IF NECESSARY). SUGGESTED REI4SONS:~ ~ • All my frlends smoke menthols;. - Menthols taste better than nonrmenthol's, f th l M h l hin h ~ - • an non-men ent s are more re res g t o s o ,-~ Menthols are easier on, your throat„ ^--, -L ) Menthols leave a pleasant aftertlaste, ~ c,l a.h ~+ r~t • I~lenthoPs are milder than non-menthols. • Q~ ~s~ C', d;,~ ~,vrl ,P...-#: .e X- SiE'd '7055tl IHJ2k1DS3tl 9tl WdEE.:90 S6. 21 J3Q I I

MENTLIiOL MARRET STUDY - QUESTIONNAIRE OUTLSNE Page 3 8. IMPORTANCE RATtNGSS for selecting a particular brand of menthol cigarettes: SUGGESTED ATfRIBUTE& • Has the right menthoR strength, Has the righrt~ toLacco stirenptih, Has a good menthol taste, Has a good tobacco taste, Has a: minty menthol taste, Has a refreshi'ng menthol'taste„ Has the right baiance of inenthol' and tobacco, Has & good menthol attertaste,. Has a smooth taste. ~i.fv .wo, 9. BRAND ATLRIBUTE RATING& on above attributes (Newport, KOOL, Salem and'Marlboro Menthol) Cr.~r C,,,x.Pc..11V ..t t~ ~sum+t ~(RPs rJ /JoraF Ar."aFf 10. USER PROPILE:~ • Thinkabout the kind of person who smokes (uNSERT FlRSTBRAND). II am going to, read you some words or phrases that: are opposites. As I read' them to you; please tell me: which one best describes the typical (1NSERT FIRST'BRAND) smoker. (READ UST, RECORt)! ANSWER AFTER READING ffACH WORD. PAIR) Now I wouid'liked you to think about.the kind of person who smokes (INSERT NEXT BRAND). Again~ as l read each word' or phrase oppmsitle to, you, please tell me which one best describes the typical (INSERT NEXT S3RAND) smoker: (READ LI4ST, RECORD ANSWER AFTER. READING EAGH WORD: PAIR) CONTINUE WITH REMAINING BRANDS (N'ewport, KOOL„ Salem, and Marlboro~ Mernhol).. SUGGESTED OPPOSITES: • young or oki, woman or man„ someone who likes the out-doors or someone. who likes to be indoors, • single or married, • has a [at of' friends or has few friends, likes new things or likes traditionall things, • likes to go out to night clubs or likes to stay at home at night, attstetia or inactive, • tlries things friends already use ortries new things that friends are not using. r1V `d •7rY:,SH HJNtl353M. fltl, 41dEE::90 S6. 2S 03Q