Plasma Challenge

8/3/2019 Plasma Challenge

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STUDY OF CONSUMER PREFERENCE BETWEEN

A DELL AND A PANASONIC

50-INCH HD PLASMA TV

REPORT PREPARED FOR:

Dell Computer Corp,Austin, TX 78714

PREPARED BY:

Guideline625 Avenue of the Americas

New York, NY 10011


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TABLE OF CONTENTS

Page #

BACKGROUND AND PURPOSE ------------------------------------------------ 1STUDY AUTHORSHIP AND RESPONSIBILITY ----------------------------- 2CONCLUSIONS ---------------------------------------------------------------------- 3

METHODOVERVIEW ------------------------------------------------------------------- 4STUDY DESIGN ------------------------------------------------------------- 5THE RELEVANT UNIVERSE OF INTEREST------------------------- 6SAMPLING PLAN ---------------------------------------------------------- 7DOUBLE-BLIND INTERVIEWING ------------------------------------- 10INTERVIEWING PROCEDURES---------------------------------------- 11

RESPONDENT VERIFICATION----------------------------------------- 13CHECK-IN PROCEDURES------------------------------------------------ 14DATA PROCESSING ------------------------------------------------------- 14INTERVIEWING PERIOD------------------------------------------------- 14STATISTICAL ANALYSIS------------------------------------------------- 15

APPENDIX A: CURRICULUM VITAE OF STUDYS AUTHORAPPENDIX B: QUESTIONNAIRESAPPENDIX C: FIELD INSTRUCTIONSAPPENDIX D: VALIDATION QUESTIONNAIRE AND LETTERAPPENDIX E: COMPUTER TABLES


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BACKGROUND AND PURPOSE

A Dell 50-inch high-definition plasma TV, W5001C, competes with the corresponding

Panasonic model, TH50PX500U. The Panasonic costs somewhat more than the Dell

model. However, Dell believes that there is little or no difference in picture quality

between these two TVs.

Dell commissioned Guideline to design and conduct this study of consumer preference

between the Dell and Panasonic models, given their perceived picture quality, under

two pricing conditions, namely when the Panasonic sells for about $500 more than the

Dell, and when it sells for about $100 more.


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CONCLUSIONS

The Dell model tested is preferred to the Panasonic model tested when both picture

quality and price are taken into account. Without knowing who makes either TV, a

significant majority of all respondents preferred the Dell model at each price difference.

PRICE DIFFERENCE INDICATED

ABOUT $500 ABOUT $100

BASE: TOTAL RESPONDENTS (308)%

(308)%

Prefer the Dell model 60.2* 57.4*

Prefer the Panasonic model 36.9 40.0No preference 2.9 2.6

* Significantly greater than 50% at the 95% confidence level (see Statistical Analysis section, below).

These results substantiate an overall preference claim at the price differences tested.

Appendix D Table 2 shows responses to the initial question respondents were asked

just after viewing each TV, What do you think of the picture quality of this TV?

These responses indicate that while both TVs receive praise, the Dell receives more

praise than the Panasonic for its picture quality and for having a bright picture.


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METHOD

OVERVIEW

In designing and conducting studies intended to measure consumer perceptions and

beliefs, we follow the guidelines and standards generally employed in the field ofsurvey research, as well as the criteria set forth in the Reference Guide on Survey

Research published by the Federal Judicial Center (2000).

These standards and criteria require that:

1. Those responsible for the design, conduct and analysis of the survey be expertsin the field of survey research.

2. The survey design properly address its objectives.

3. The relevant universe be defined appropriately.4. A representative sample be drawn from the relevant universe.

5. The measures collected include data for control groups and/or control questionswhen appropriate.

6. The survey questions be framed clearly, precisely, and so as to avoid bias; and, as

far as possible, so as to avoid order or context effects.

7. The interviewers be well-trained and be without knowledge of the purposes forwhich the data will be used.

8. The interviews be conducted in a correct and unbiased manner and in


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STUDY DESIGN

In designing a consumer preference test of two high-definition plasma TVs, Guideline

needed to decide what programming to show consumers, and whether the scenes

should be viewed on both TVs simultaneously or first on one TV and then on the other,

with the order of viewing rotated between respondents.

The picture quality assessments made by Consumer Reports in its issue of March, 2005

show that picture quality for such TVs varies depending on whether the programming

is live HD programming, live non-HD programming, or DVD playback.

Live programming, whether HD or not, was ruled out as a usable option because it

would have meant that each respondent would be exposed to whatever happened to be

airing at the time of his or her participation in the test. There would be no assurance

that across the particular places and times the test was being conducted, a

representative sample of programming would end up being shown.

DVD playback would have made it possible to show the same scenes selected as being

typical to each respondent. However, at present DVDs are unable to store and playback

the high-definition content that consumers are hoping to experience when they

purchase a high-definition TV.

The solution to this technical dilemma was the use of high-definition tape, played

through special-purpose VCRs that can play back high-definition content stored on a

A i l d b i h b d d i hi h d fi i i f


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The decision was made to show the same scenes on both TVs sequentially, with order of

trial rotated between respondents. The factor favoring this approach over simultaneousviewing was that although TVs are displayed side-by-side in retail stores, in normal

use, people do not generally view TVs side-by-side in the same room. Furthermore,

even in a particular retail environment, it is unlikely that the two models a consumer

might want to compare happen to be situated next to each other. Finally, consumers

would never get to see the Dell and Panasonic models being tested side-by-side even ina store, because Dell does not distribute its TVs via retail outlets.

Accordingly, a sample of approximately 300 qualified respondents watched the

identical scenes on both TVs in sequence, and were then questioned about their

preferences. Half the respondents at each of eight locations nationwide saw the scenes

on the Panasonic first and half saw them on the Dell first. In half the locations in each

region, the Dell was placed to the left and in the other half the Panasonic was placed to

the left.

THE RELEVANT UNIVERSE OF INTEREST

The relevant universe of interest for this study was defined as men and women 18 years

or older who purchased in the past 12 months or were considering the purchase in the

next 12 months of a high-end TV; defined as a plasma TV, or an LCD flat-panel, front-

projection or rear-projection TV. Only household members who said they are the main

decision maker for such items in their households, or equally the decision maker with

someone else, were eligible to participate in the study.


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excluded from participation. Screening out people with special knowledge is a

generally accepted procedure.

Additionally, as part of standard procedure, those who had participated in a survey in a

mall research facility within the past three months were excluded.

The actual wording of the screening questions used is shown in Appendix B.

SAMPLING PLAN

The sampling procedure employed, which utilized shopping malls as a means of

identifying relevant consumers, has been widely used and relied upon by market

researchers, and many business decisions of consequence are made based on studies

that employ such plans. Properly designed and executed studies of this type have been

accepted in numerous court decisions.

A multi-stage sampling plan was executed in interviewing facilities located in shopping

malls in each of the four principal U.S. Census regions. The four stages of the sampling

plan for this study were:

SAMPLING UNIT1. Census regions

2. Metropolitan Areas within regions3. Shopping malls within Metropolitan Areas4. Respondents within shopping malls

1. Census Region Selection


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2. Metropolitan Area Selection

The selection of markets for this study was carried out using a sample design

developed by Professor Martin R. Frankel1. Professor Frankel developed a

computer program for Metropolitan Area selection specifically for use by

Guideline Research Corporation.

The population frame for the first stage of sample selection consists of the 112Metropolitan Areas2 in the United States that have one or more permanent mall

interviewing facilities.

Prior to sample selection, the sampling frame was stratified on the basis of

census region and Metropolitan Area size within region. Within a region, the

allocation of sampling points was in proportion to the population of

Metropolitan Areas that have one or more permanent mall interviewing facilities.

This procedure yielded the following markets:

Baltimore

Chicago

New York

San Francisco


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3. Shopping Mall Selection

Two shopping malls were selected in each of these Metropolitan Areas. The

criteria for selecting specific shopping mall testing facilities included: 1) that an

experienced interviewing organization existed within the mall, and 2) that this

organization had a permanent office within the shopping center created

specifically to conduct interviews with consumers, 3) that their workload was

such that they could complete their portion of the assignment within the desired

schedule. Using these criteria, the following malls were selected as interviewing

sites:

Market Mall

Baltimore White Marsh MallBaltimore Arundel Mills Mall

Chicago Golf Mill Center

Chicago Louis Joliet Mall

New York Sunrise Mall

New York Palisades Center Mall

San Francisco West Valley MallSan Francisco Southland Mall

4. Respondent Selection

It is often found by market researchers that people who frequent shopping malls

tend to be younger than the population as a whole.

To safeguard against the skewing toward any particular age or gender group, a

"quota screening" procedure was employed in which males and females aged 18


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Based on available data3, these screening quotas were established:

Ages Male Female

18 - 34 17% 16%

35 - 49 14% 16%

50/+ 18% 19%

While screening was in proportion to population, actual inclusion in the sample

was not necessarily, and need not be, proportional to census demographics.

Once a respondent met age and gender screening needs, inclusion in the study

was based on the fact that he met all the stated prerequisites.

Thus, by setting quotas for screening the number of males and females by age

group, a representative number of qualifiers within each age and gender group

was obtained on an "as they fall" basis, thereby providing a directly

proportionate sample of relevant consumers.

DOUBLE-BLIND INTERVIEWING

It is important to point out that the study was administered under double-blind

conditions. That is, not only were the respondents kept uninformed as to the purpose

and sponsorship of the study, but the interviewers were similarly blind with respect

to the studys purpose and sponsorship. Without such knowledge, there is little

likelihood that some interviewer(s) might ascertain what responses would be desirable

from the sponsors perspective, and thereby be in a position either to exert an influence


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INTERVIEWING PROCEDURES

Once qualified, respondents were escorted to the room in the research facility in which

the TVs were located. The TVs were placed on tables so that they would be at eye level

for a seated viewer. Because the Panasonic comes with a stand that raises its height 4.25

inches above the height of the Dell, the Dell was raised an equal amount by a specially

made wooden platform that was obscured from view using black cloth tape. A chair

was placed facing the center of each TV at a distance of 7 feet from the viewer to the

screen. Both TVs were masked using black cloth tape such that respondents could not

see a brand name on either TV.

A card identified each TV with a code number. The Panasonic was identified as #579,

the Dell as #658. Both TVs were set for movie viewing. The Panasonic model provides

for three types of picture settings. The manual describes these settings as follows:

Vivid enhanced picture contrast and sharpness for viewingin a well-lit room

Standard recommended for normal viewing condition withsubdued room lighting

Cinema for watching movies in a darkened room. It provides asoft, film-like picture.

The Panasonic is shipped at the Vivid setting. For the study, the Panasonic was set

for Cinema viewing.

The Dell model was kept at its movie setting, which is the way the TV is shipped.


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Each respondent was asked to sit in the chair in front of the TV that the respondent was

assigned to see first, and the interviewer used the VCR remote control to begin playing

the movie segment that had been selected for displaying each TV to all participating

respondents.

As mentioned earlier, the short segment of Big Mommas House had been selected to

include outdoor and indoor footage, and bright and dimly lit as well as high and lower-

contrast scenes. The specific segment started at 16:20 and ended at 19:30. Each TV was

connected to its own dedicated VCR. The tape in each VCR was set to the beginning of

the selected movie segment prior to the arrival of each respondent at the interviewing

facility. The two TVs had previously been set for equal perceived loudness.

After the movie segment was shown on the first TV, respondents were asked to say in

their own words what they thought of the picture quality of this TV. Then, they were

asked to sit in the chair that was in front of the second TV they were assigned to see,

and the interviewer used the remote control connected to this TV to play the same

movie segment. Then, respondents were asked to say in their own words what theythought of the picture quality of this TV.

After having shown the segment on both TVs and asked respondents about picture

quality, interviewers read a short script which identified the price difference between

the two TVs. All respondents were asked to assume, in sequence, a price differential of

about $500 and about $100 between the two TVs. For half the respondents, these

differentials were expressed in terms of TV #579 (Panasonic), costing more than TV

#658 (Dell). For the other half, the differentials were expressed in terms of TV $658


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presuppose that anyone willing to pay $500 more would also be willing to pay $100

more. Similarly, respondents who initially selected TV #658 (Dell) at a price difference

of $100 were not asked to state a preference at a price difference of $500, since anyone

choosing a TV that cost $100 less than another would also chose the same TV if it cost

$500 less.

Having obtained preference information from a respondent, interviewers nowidentified each TV, using a card stating PANASONIC and a card stating DELL for

this purpose. Respondents were then asked a final question:

What reaction do you have, if any, to learning the brand names of theseTVs? (Record verbatim) Any other reaction? (Record verbatim)

The verbatim responses to this final question are reported under separate cover. The

full wording in the main questionnaire is shown in Appendix B.

RESPONDENT VERIFICATION

In addition to on-spot verification where both respondent and interviewer signed their

respective names onto a certification page, telephone follow-up validation calls were

attempted by an independent company who specializes in this type of work to verify

that the interview did in fact take place and that only qualified respondents were

interviewed.


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Such a person actually existed.

He met the universe requirements for this study.

He was actually interviewed for this study.

A total of 312 interviews were completed of which 309 provided telephone numbers.

Outfielders successfully contacted 216, which represents a level of validation (70%) far

exceeding the customary industry practice, which is to validate 15-20%. This validationprocedure resulted in no discrepancies.

CHECK-IN PROCEDURES

When completed questionnaires had been numbered in, they were checked to ensure

that respondents' answers to screening questions indicated that they met all eligibility

requirements and that the interviews themselves were complete.

DATA PROCESSING

The keypunch operation of transferring the interviewers recording of the responses

onto computer cards/tapes was double-checked by performing 100% keypunch

verification. That is, each and every respondents answer was punched twice and then

compared so that any discrepancy could be identified, double-checked, and resolved.

This procedure virtually eliminated any possible keypunch error.

INTERVIEWING PERIOD

Interviewing was conducted from November 15th, 2005 through February 11th, 2006,

with pauses during the Thanksgiving and Christmas holidays occurring in this interval.


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STATISTICAL ANALYSIS

In analyzing results of the preference question, the following formula was utilized:

Z =

N

P

2500

50

Where P = the percent preferring the product with the higherpreference score

N = the number of respondents

This formula will determine whether a statistically significant proportion of

respondents prefer the winning product. If the Z score is 1.645 or greater, then the

product has won by a statistically significant margin at the 95% confidence level. The

above formula has been widely used and accepted by statisticians, researchers and

marketers to determine statistical significance.


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APPENDIX A

CURRICULUM VITAE OF STUDYS AUTHOR


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Robert N. Reitter

Employment

1990 - President and Testifying Expert, Guideline Legal

Designed and supervised more than three hundred surveysintended to withstand adversarial scrutiny, includingTrademark, Trade Dress, Advertising Perception, and ClaimsSubstantiation studies.

Accepted as expert witness and surveys credited by numerous

federal and state courts, U.S.P.T.O., Federal Trade Commission,and National Advertising Division of the Better BusinessBureau.

Testified at deposition and/or trial in many federal and statecourt litigations and hearings at the N.A.D. and F.T.C.

1968 1990 President, Reitter, Wilkins & Associates, Inc.

Planned and interpreted market research for companies in thefood, beverage, fashion, and travel industries

1967 - 1968 Associate, Land-Reitter Associates

1966 - 1967 Assistant Director of Research, PKL Advertising

1963 - 1966 Product Research Assistant, General Foods Corporation

Education

1962 Master of Industrial Administration, Yale University

1960 French National Scholar, University of Paris

1959 Bachelor of Arts cum laude, Yale College


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Testimony at Trial or by Deposition since 2002

2002 Energizer Holdings, Inc. v. Gillette USDC Northern District of IL

2002 DC Comics v. The Wella Corp. USDC Southern District of NY

2002 Pharmacia Corp v. GlaxoSmithKline USDC District of NJ

2003 Citizens Financial Group v. CNB USDC Western District of PA

2003 V&S Aktiebolag v. Cracovia Brands USDC Northern District of IL

2004 Diarama Trading Co. v. J. W. Thompson USDC Southern District of NY

2004 Louis Vuitton v. Dooney & Bourke USDC Southern District of NY

2004 Pilot Corp. v. Fisher-Price and Mattell USDC District of Connecticut

2004 Starbucks Opposition to Lessbucks U.S.P.T.O.

2005 Whirlpool Properties v. LG USDC Western District of MI

2005 Schick v. The Gillette Company USDC District of Connecticut

2005 Classic Foods v. Kettle Foods USDC Central District of CA

2006 IMIG, Inc. v. Electrolux USDC Eastern District of NY


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Publications and Speeches since 1993

Implementation Issues in Claims Substantiation Seminar at a meeting of theAdvertising Research Foundation, New York, 1997

What You Need to Know to Be Successful before the NAD The 8th NationalAdvanced Forum for Advertising Law, New York, 2001

ASTM Standards for Claim Substantiation from a Research Practitioners

Perspective Presentation to an ASTM Committee, Salt Lake City, 2004

Survey Research and Dilution Presentation to the Practicing Law Institute, NewYork, 2004


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APPENDIX B

QUESTIONNAIRES


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GUIDELINE RESEARCH CORPORATION Job #D51-0353 West 35th StreetNew York, New York 10001 November, 2005

P L A S M A T V S T U D Y

- S C R E E N E R -

5 - 1

FACILITY: (6)

Baltimore #1.................. 1

Baltimore #2.................. 2

Chicago #1.................... 3Chicago #2.................... 4

New York #1 ................. 5

New York #2 ................. 6

San Francisco #1.......... 7

San Francisco #2.......... 8

AGE: (7)

18-34 ................1

35-49 ................2

50 or older.........3

SEX: (8)

Male..............1

Female .........2

COLOR: (9)

Blue.....................1

White...................2

Sight screen for men and women 18 years or older

Hello, I'm of Guideline Research Corporation, a nationwide market research organization.We're conducting a study and I'd like to ask you a few questions. We have nothing to sell, but are onlyasking for your opinions.

A. But first, do you or does any member of your immediate household work (read list and record"yes" or "no" for each)?

Yes No

In market research................................................ 1 ................. 1

In advertising ........................................................ 2 ................. 2

For a manufacturer of or for a distributor or storethat sells televisions.............................................. 3 ................. 3

For a financial services company 4 ................. 4

Terminate if "yes" to any boxed occupation listed above. Circle in box below. Erase and re-usescreener.


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D51-035 Screener / Page 2

B. Which of the following groups includes your age? Are you ... (Read Choices)?(12)

A. 17 years old or younger.............. 1 Terminate. Circle in box below. Erase

and re-use screener.

B. 18 - 34 years old......................... 2

C. 35 - 49 years old......................... 3

D. 50 years old and over................. 4

Check screening quotas. If neededcontinue. If over quota terminate.Circle in box below. Erase and re-usescreener.

(Do Not Read)-> Refused ...................................... X Terminate. Circle in box below. Eraseand re-use screener.

Terminate Q. B: Under age/over quota/refused01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 (13,14)

Terminates at Q. B do not count towards screening quota.

C. Have you been interviewed for a consumer survey in a research facility in a mall within the past threemonths?

Yes.......................... 1 (Terminate, circle in box below. Erase and re-use

screener.)No ........................... 2 (Ask Q. D)

Terminate Q. C: Recently interviewed01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 (15,16)

Terminates at Q. C do not count towards screening quota.

(Hand Respondent Card D)D. Id like to ask you some questions about high-end TVs, such as are shown on this card. Have you seen

or heard of such high-end TVs?(17)

Yes, have heard of............. 1 (Ask Q. E)

No, have not heard of ........ 2

Dont know......................... X

(Terminate, record in appropriate box below,erase and re-use screener.)

(Do Not Read)-> ...........................................

Terminate Q. D: Have not heard of such high-end TVs

MALES FEMALES18 - 34 18 - 34

01 02 03 04 05 06 07 08 09 10 (18, 01 02 03 04 05 06 07 08 09 10 (24,


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E1. Have you purchased a high-end TV in the past 12 months?(30)

Yes.......................... 1 (Ask Q. E2)

No ........................... 2

Dont know.............. 3 (Skip to Q. F)

E2. What kind of high-end TV did you purchase? (Do not read list. Circle as many as apply.)(31)

Plasma TV ....................................... 1

LCD flat-panel TV ............................ 2

Front-projection TV.......................... 3

Rear-projection TV* ......................... 4

(Ask Q. F)

Dont know....................................... 5

None of the above ........................... 6

(Terminate, record in appropriate boxafter Q. G, erase and re-use screener.)

* Can be based on DLP, LCD or LCoS technology.

F. What is your role within your household in making decisions about purchasing items such as high-endTVs ? Are you (Read list)

(32)

The main decision maker......................................1

Equally the decision maker with someone else,or........................................................................... 2

(If yes in Q. E1, skip toQ. H. If no or dontknow in Q. E1, ask Q. G.)

Not the main or equal decision maker .................. 3 (Terminate, record below,erase and re-use screener.)

Terminate Q. F: Not the main or equal decision makerMALES FEMALES18 - 34 18 - 34

01 02 03 04 05 06 07 08 09 10 (33, 01 02 03 04 05 06 07 08 09 10 (39,11 12 13 14 15 16 17 18 19 20 34) 11 12 13 14 15 16 17 18 19 20 40)

35 - 49 35 - 49


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G. Are you considering the purchase of a high-end TV in the next 12 months?(45)

Yes.......................... 1 (Ask Q. H)

No........................... 2

Dont know.............. 3

(Terminate, record in appropriate box below, erase andre-use screener.)

Terminate Q. E2/G: Has not purchased High-end TV in past 12 months/or purchased High-end TVtype not listed or dont know type purchased and not planning to purchase in next 12 months.

MALES FEMALES18 - 34 18 - 34

01 02 03 04 05 06 07 08 09 10 (46, 01 02 03 04 05 06 07 08 09 10 (52,

11 12 13 14 15 16 17 18 19 20 47) 11 12 13 14 15 16 17 18 19 20 53)

35 - 49 35 - 4901 02 03 04 05 06 07 08 09 10 (48, 01 02 03 04 05 06 07 08 09 10 (54,11 12 13 14 15 16 17 18 19 20 49) 11 12 13 14 15 16 17 18 19 20 55)

50 or older 50 or older01 02 03 04 05 06 07 08 09 10 (50, 01 02 03 04 05 06 07 08 09 10 (56,11 12 13 14 15 16 17 18 19 20 51) 11 12 13 14 15 16 17 18 19 20 57)

Terminates at Q. E2/G Do Count Toward Screening Quota.

H. Do you usually wear eyeglasses or contact lenses when watching TV?(58)

Yes.......................... 1 (Ask Q. I)No........................... 2 (Skip to Q. J)

I. Do you have them with you?(59)

Yes.......................... 1 (Ask Q. J)No........................... 2 (Terminate, circle in appropriate box below. Erase and

re-use screener.)

Terminate Q. I: No Eyeglasses

01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 (60,61)Terminates at Q. I do not count towards screening quota.

J. (Invite qualified respondent to interviewing facility and say: We are asking qualified respondentsto view the same high-definition scenes on two large televisions, and then tell us which television theyprefer. As a way of thanking you, you will receive $5.00 for your participation. The interview will takeless than 10 minutes Go to main questionnaire If qualified but refused terminate Circle in box


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GUIDELINE RESEARCH CORPORATION Job #D51-035 [V1]3 West 35th StreetNew York, New York 10001 November, 2005

P L A S M A T V S T U D Y - M A I N Q U E S T I O N N A I R E -

5 - 2

BLUE

TESTING ORDER

FIRST: TV #658

SECOND: TV #579

PRICING ORDER:

$500 MORE FIRST$100 MORE SECOND

6 - 1

Place respondent in chair approximately 7 feet away from and centered in front of first TV (#658)

respondent is to view. There should be no brand card showing, only the TV identification number. Let program for first TV play the indicated length, then ask:

1. What did you think of the picture quality of this TV? (Record verbatim)

7-

8-

9-10-

11-

12-

13-

14-15- 16- 17- 18-

Place respondent in chair approximately 7 feet away from and centered in front of second TV (#579)respondent is to view. There should be no brand card showing, only the TV identification number.

Let program for second TV play the indicated length, then ask:


19-

20-

21-

22-

D51 035 Main Qre [V1] / Page 2


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D51-035 Main Q re [V1] / Page 2

3. TVs of this type typically sell for between $3,000 and $5,000. Now, please assume that TV #579 (pointto TV #579) costs $500 more than TV #658 (point to TV #658). Taking both these prices and thepicture quality into account, which TV, if either, do you prefer? Is it TV #658 (point to #658), or TV 579# (point to #579)?

(31)

TV #658 .................. 1 (Ask Q. 4)

TV #579 .................. 2 (Skip to Q. 5)

No preference......... X (Ask Q. 4)

4. Now, please assume that TV #579 (point to TV #579) costs $100 more than TV #658 (point to TV#658). Taking these prices and the picture quality into account, which TV, if either, do you prefer? Is itTV #658 (point to #658), or TV 579 # (point to #579)?

(32)

TV #658 .................. 1

TV #579 .................. 2

No preference......... X

5. INTERVIEWER: NOW, PLACE APPROPRIATE BRAND NAME CARDS ON EACH TELEVISIONAND SAY:

What reaction do you have, if any, to learning the brand names of these TVs? (Record verbatim) Anyother reaction? (Record verbatim)

33-

34-

35-

36-

37-

38-

39-

D51-035 Main Qre [V1] / Page 3


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D51-035 Main Q re [V1] / Page 3

[PRINT]RESPONDENT'S FULL NAME:______________________________________________________________________

ADDRESS: _____________________________________________________________________________________

CITY: _______________________________________ STATE: ____________________ ZIP: _________________

AREA CODE: ______________ TELEPHONE NUMBER: _______________________________________________[PRINT]INTERVIEWERS NAME: ________________________________________________ DATE:___________________

TIME STARTED:____________ TIME ENDED:____________

RESPONDENT

I certify that I was interviewed on the date shown below. I was shown a program on two plasmaTVs and was asked some questions about my preference between the TVs, taking both priceand picture quality into account.

RESPONDENT'SSIGNATURE:

DATE:

INTERVIEWER

I certify that this interview was conducted in accordance with my briefing instructions.

INTERVIEWERSSIGNATURE:


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GUIDELINE RESEARCH CORPORATION Job #D51-035 [V5]3 West 35th StreetNew York, New York 10001 November, 2005

P L A S M A T V S T U D Y - M A I N Q U E S T I O N N A I R E -

5 - 2

WHITE

TESTING ORDER

FIRST: TV #579

SECOND: TV #658

PRICING ORDER:

$500 MORE FIRST$100 MORE SECOND

6 - 5

Place respondent in chair approximately 7 feet away from and centered in front of first TV (#579)

respondent is to view. There should be no brand card showing, only the TV identification number. Let program for first TV play the indicated length, then ask:


7-

8-

9-10-

11-

12-

13-

14-15- 16- 17- 18-

Place respondent in chair approximately 7 feet away from and centered in front of second TV (#658)respondent is to view. There should be no brand card showing, only the TV identification number.

Let program for second TV play the indicated length, then ask:


19-

20-

21-

22-



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[ ] g

3. TVs of this type typically sell for between $3,000 and $5,000. Now, please assume that TV #579 (point

to TV #579) costs $500 more than TV #658 (point to TV #658). Taking both these prices and thepicture quality into account, which TV, if either, do you prefer? Is it TV #579 (point to #579), or TV#658 (point to #658)?

(31)

TV #579 .................. 1 (Skip to Q. 5)

TV #658 .................. 2

No preference......... X (Ask Q. 4)

4. Now, please assume that TV #579 (point to TV #579) costs $100 more than TV #658 (point to TV#658). Taking these prices and the picture quality into account, which TV, if either, do you prefer? Is itTV #579 (point to #579), or TV #658 (point to #658)?

(32)

TV #579 .................. 1

TV #658 .................. 2

No preference......... X

5. INTERVIEWER: NOW, PLACE APPROPRIATE BRAND NAME CARDS ON EACH TELEVISIONAND SAY:

What reaction do you have, if any, to learning the brand names of these TVs? (Record verbatim) Any

other reaction? (Record verbatim)

33-

34-

35-

36-

37-

38-

39-

40



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[PRINT]RESPONDENT'S FULL NAME:______________________________________________________________________

ADDRESS: _____________________________________________________________________________________

CITY: _______________________________________ STATE: ____________________ ZIP: _________________

AREA CODE: ______________ TELEPHONE NUMBER: _______________________________________________[PRINT]INTERVIEWERS NAME: ________________________________________________ DATE:___________________

TIME STARTED:____________ TIME ENDED:____________

RESPONDENT

I certify that I was interviewed on the date shown below. I was shown a program on two plasma

TVs and was asked some questions about my preference between the TVs, taking both priceand picture quality into account.

RESPONDENT'SSIGNATURE:

DATE:

INTERVIEWER

I certify that this interview was conducted in accordance with my briefing instructions.

INTERVIEWERSSIGNATURE:


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APPENDIX C

FIELD INSTRUCTIONS


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GUIDELINE RESEARCH CORPORATION Job #D51-0353 West 35th Street Plasma TV Study New York, New York 10001 November, 2005

INTERVIEWER INSTRUCTIONS

INTERVIEWERS NAME: ___________________________________________ DATE: _______________

BRIEFING SUPERVISOR: __________________________________________

MATERIALS

Screeners (Blue and White) Main Questionnaires (Blue and White)

Hand Cards

Brand Name Cards (PANASONIC AND DELL)

VHS HD Video Tapes (2)

Plasma TVs (label #579/label #658)

TV Program Segment Instructions

Practice Interviews (Salmon) Validation Listing Sheet

OVERVIEW

This is a two-cell test to be conducted in a permanent enclosed mall facility. Respondents will be shown thetwo Plasma TVs, and then asked questions about them.

You will be sight screening in the mall for males and females 18years of age and older.Qualified respondents will then be escorted back to the interviewing facility to be shown the Plasma TVs andasked some questions about them. Interviewers are to administer the interview as written and show the correctplasma TV at the specified time. You must make sure the TVs and videotapes are set and ready before eachinterview. Brand cards should be out of sight.

QUOTA ASSIGNMENT

Your supervisor will give you a quota assignment by age. Refer to the enclosed Master Quota Control Sheet todetermine your exact quota assignment.

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WHAT COUNTS TOWARD YOUR SCREENING QUOTA

The questions on the Screener clearly state whether or not they count toward your screening quota.

IMPORTANT:Because you have a screening quota by sex and age, all terminated questions that count toward your quota havetermination boxes that are also broken down by sex and age. It is imperative that when terminating a respondentyou circle the next available number in the appropriate sex and age group for that terminated respondent. This isthe only way you will be able to accurately keep track of your screening quotas by sex and age.

COMMON MISTAKES IN USING THIS PROCEDURE

Going over the screening assignment by sex and age.

Using a separate tally sheet to record terminates and not recording terminates directly on the screener inthe boxed area.

Mistaking terminated screenings (ineligible respondents) for completed interviews.

Mistaking total screening assignment for total quota of interviews to be completed.

ELIGIBILITY

An eligible respondent is a male or female who meets the following requirements:

Respondent nor any member of her immediate household does not work for any of the listed occupations(Q.A)

Respondent must be 18+ years of age and needed for your quota (Q. B)

Respondent has not participated in a consumer survey in the research facility within the past 3 months (Q.C)

Respondent has seen or heard of high-end TVs such as (plasma TV, LCD flat-panel TV, front-projectionTV, rear-projection TV) (Q.D)

Respondent is either the main decision maker or equally involved in the decision making about purchasingitems such as high-end TVs (Q.F)

Respondent must have purchased a high-end TV (Q.E1) or intend to purchase one in the next 12 months(Q.G)

Respondent must have glasses/contact lenses with her if worn when watching TV (Q. H/I)

Respondent must be willing to participate (Q. J)

QUALITY ASSURANCE IN SCREENING

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SCREENER QUESTION BY QUESTION INSTRUCTIONS

SCREENER:

Be sure you are familiar with the circle screener method of termination. If you are not, ask your supervisor toexplain it to you. For any answers which disqualify the respondent, you are to circle the next available numberin the termination box, erase and re-use screener. Do NOT erase any of the circles around the numbers in thetermination boxes. If all the numbers in a termination box have been circled before you contact a qualified,willing respondent, you are to return the screener to your supervisor. Write in your name, circle your city andmark clearly on the top of the screener "FOR TALLIES ONLY".

Sight screen for appropriate sex and age groups as needed. Randomly approach males and females 18years of age or older and ask questions on screener exactly as indicated.

SCREENER:Q. A: If "yes" to any listed occupation terminate. Otherwise continue. These terminates do not count

toward your screening quota.

Q. B: If 18 years of age or older, check open age quotas. If needed, continue. Otherwise, terminate. If under

18 or refused age, terminate. These terminates do not count toward your screening quota.

Q.C: If no continue. If yes terminate. These terminates do not count toward your screening quota.

Q.D: Hand Card D. If yes to heard of high-end TVs continue. If no/dont know terminate. Theseterminates do count toward your screening quota.

Q.E1: If yes continue with Q.E2. If no/dont know skip to Q.F.

Q.E2: Do not read the list. Circle as many as apply. If respondents mentioned any of the listed high-end TVscontinue with Q.F. If dont know/none of the above terminate. Record these terminates in thetermination box after Q.G. These terminates do count toward your screening quota.

Q.F: Read the list. If the respondent is the main decision maker or equally involve in the decision makingprocess refer to Q.E1. If the respondent said yes in Q.E1 skip to Q.H. If no or dont know inQ.E1 ask Q.G. If not the main or equal decision maker in Q.F terminate. These terminates do counttoward your screening quota.

Q.G: If yes ask Q.H. If no/dont know terminate. These terminates do count toward your screeningquota.

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MAIN QUESTIONNAIRE

READING QUESTIONS AND INTERACTING WITH RESPONDENT

Read introductions and all questions exactly as written.

Always give respondents enough time to answer.

Mark answers clearly and write clearly -- be careful to be sure you are asking the question that should beasked exactly as it appears.

Under no circumstances are you to discuss the TVs with the respondent. Read the questions referring to theTVs verbatim as written.

Make sure that the respondent cannot see the questionnaire as you are administering it.

QUESTION BY QUESTION INSTRUCTIONS

BEFORE GOING INTO THE INTERVIEWING ROOM CHECK WITH YOUR SUPERVISOR AS TO THEVIDEO TAPES BEING REWOUND TO THE APPROPRIATE STARTING POSITION. VERIFY THATTHE TV SETS ARE READY FOR VIEWING.

ALL RESPONDENTS WILL BE EXPOSED TO TWO TV SETS. PANASONIC TV IS ALWAYS #579 ANDDELL TV IS ALWAYS #658.

THERE ARE TWO MAIN QUESTIONNAIRE VERSIONS (BLUE AND WHITE). THE DIFFERENCE IN

THE COLOR OF THE MAIN QUESTIONNAIRE IS THE ORDER OF WHICH TV SET IS SHOWNFIRST/SHOWN SECOND.

WITHIN THE BLUE AND WHITE THERE ARE FOUR ROTATIONS OF PRICE DIFFENTIAL ORDER.THE DIFFERENCE IS THE PRICE DIFFERENTIAL READ AT Q.3 AND Q.4.

The testing order and price differential order appears on the front page of the Main Questionnaire in the box atthe top of the page.

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WHITE CELL ONLY

IN THE WHITE CELL THE RESPONDENTS WILL ALWAYS SEE TV#579 FIRST AND TV#658

SECOND.

The difference is in the price differential read at Q.3 and Q.4. See below for details.

White Rotation 6-5

Price Differential For Rotation 5 at Q.3 for TV#579 = $500 More

Price Differential For Rotation 5 at Q.4 for TV#579 changes to = $100 More

White Rotation 6-6Price Differential For Rotation 6 at Q.3 for TV#579 = $100 More

Price Differential For Rotation 6 at Q.4 for TV#579 changes to = $500 More

White Rotation 6-7

Price Differential For Rotation 7 at Q.3 for TV#658 = $100 Less

Price Differential For Rotation 7 at Q.4 for TV#658 changes to = $500 Less

White Rotation 6-8Price Differential For Rotation 8 at Q.3 for TV#658 = $500 Less

Price Differential For Rotation 8 at Q.4 for TV#658 changes to = $100 Less

BLUE CELL ONLY

IN THE BLUE CELL THE RESPONDENTS WILL ALWAYS SEE TV#658 FIRST AND TV#579

SECOND.

The difference is in the price differential read at Q.3 and Q.4. See below for details.

Blue Rotation 6-1

Price Differential For Rotation 1 at Q.3 for TV#579 = $500 more

Price Differential For Rotation 1 at Q.4 for TV#579 changes to = $100 more

Blue Rotation 6-2

Price Differential For Rotation 2 at Q.3 for TV#579 = $100 more

Price Differential For Rotation 2 at Q.4 for TV#579 changes to = $500 more

Blue Rotation 6-3

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LIGHTING, AND VIEWING OF THE MOVIE PROGRAM

A clip-on light containing a 25 watts bulb should be aimed at the wall opposite the TVs to provide aminimal light during the showing of the program. The overhead lighting must be turned off while the

segment is being shown on each TV. At all other times, as when questions are being asked and the

answers recorded, and when the respondent is entering, moving to another chair or leaving, the overhead

light should be on.

White and Blue Versions

Place respondent in chair approximately 7 feet away from and centered in front of the FIRST TV

respondent is to view. There should be no brand card showing, only the TV identification number (#579and #658).

Let the program for the first TV play its length, as indicated in the TV program segment instructions.

Q.1: Read verbatim. Record response verbatim.

Place respondent in chair approximately 7 feet away from and centered in front of the SECOND TVrespondent is to view. There should be no brand card showing, only the TV identification number (#579

and #658).

Let the program for the second TV play its length, as indicated in the TV program segment instructions.

Q.2: Read verbatim. Record response verbatim.

White Versions 5 and Version 8

Q.3: Read verbatim. When making reference to the TV point to the TV you are referencing. If TV #658/nopreference is chosen ask Q.4. If TV #579 is chosen skip to Q.5.

White Versions 6 and Version 7


Blue Versions 1 and Version 4


#D51-035 Page 7 of 6


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SECURITY:

You are responsible for all materials being used on this study. Stimuli must be locked up when not working

on this study. All materials are to be kept out of sight of anyone not directly involved in the study All materials related to this study are the property of Guideline Research and our client. No one representing Guideline or our client is to be admitted to the facility or have access to the materials

without your first calling Guideline to confirm. Further, no one is to be permitted access to the facility ormaterials without showing satisfactory identification.

UPON COMPLETION OF INTERVIEW:1. Fill out facility, age and sex on the front page of the screener.

2. Fill out all respondent information on certification page. You and the respondent must read, sign anddate certification page.

3. Thank respondent.

4. Staple the screener to the main questionnaire and give it to your supervisor.


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Job #D51-035Plasma TV Study

November, 2005

Dear Supervisor:

The following are the materials needed for the Plasma TV Study:

Screeners (blue and white)

Main Questionnaires (blue and white)

Hand Cards

Brand Name Cards (Panasonic and Dell) 2 - VHS HD Video Tapes

1 - 50 Panasonic HD Plasma TV

1 - 50 Dell HD Plasma TV

2 - VHS VCRs

Component And Audio Cables

Practice Interviews (salmon)

TV Program Segment Instructions (Sent Under Separate Cover) TV Set-Up Instructions

Master Screening Quota Control Sheet

Progress Report Sheet

Validation Listing Sheet

OVERVIEW

This is a two-cell test to be conducted in a permanent enclosed mall facility. Respondents will be shown twoPlasma TVs, and then asked questions about them.

You will be sight screening in the mall for males and females 18years of age and older.

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DO YOU HAVE A QUOTA FOR COMPLETED MAIN QUESTIONNAIRES?

No, you do not. You have a quota for screenings; we take completes "as they fall".

However, we always have a target number of completes which we hope will fall in. If we fall significantlyshort of this number, we may ask you to do additional screenings.

You are to do exactly the number of screenings assigned by sex and age: NO MORE, NO LESS.

WHAT COUNTS TOWARD YOUR SCREENING QUOTA

The questions on the Screener clearly state whether or not they count toward your screening quota.

IMPORTANT:Because you have a screening quota by sex and age, all terminated questions that count toward your quota havetermination boxes that are also broken down by sex and age. It is imperative that when terminating a respondent

you circle the next available number in the appropriate sex and age group for that terminated respondent. This isthe only way you will be able to accurately keep track of your screening quotas by sex and age.

COMMON MISTAKES IN USING THIS PROCEDURE

Going over the screening assignment by sex and age.

Using a separate tally sheet to record terminates and not recording terminates directly on the screener in

the boxed area. Mistaking terminated screenings (ineligible respondents) for completed interviews.

Mistaking total screening assignment for total quota of interviews to be completed.

Main Questionnaires

White Cell

All respondents will be exposed to two TV sets (Panasonic #579 and Dell #658). Respondents in the white cell

will always see TV #579 First and TV #658 Second. Respondents will not know the brand names of these TVsets until the completion of the interview.Within the white cell there are four different rotations of the main questionnaire. The main questionnaire hasbeen interleaved and must be used in the order provided. It is crucial that the questionnaires are used in orderprovided in order to obtain an equal number of completed interviews across both rotations. The difference in

#D51-035 Page 3 of 5


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Example White Cell:

Cell Rotation TV Shown

First

TV Shown

Second

Price

Differentialfor TV

#579 at Q.3

Price

Differentialfor TV

#579 at Q.4

White 6-5 #579 #658 $500 More $100 More

White 6-6 #579 #658 $100 More $500 More


First

TV Shown

Second

Price

Differential

for TV#658 at Q.3

Price

Differential

for TV#658 at Q.4

White 6-7 #579 #658 $100 Less $500 Less

White 6-8 #579 #658 $500 Less $100 Less

Blue Cell

All respondents will be exposed to two TV sets (Dell #658 and Panasonic #579). Respondents in the blue cell

will always see TV #658 First and TV #579 Second.Within the blue cell there are four different rotations of the main questionnaire. The main questionnaire hasbeen interleaved therefore them must be used in the order provided. It is crucial that the questionnaires are usedin order provided in order to obtain an equal number of completed interviews across both rotations. Thedifference in the rotation is the order of price differential read at Q.3 and Q.4 of the interview.

Example Blue Cell:


First

TV Shown

Second

Price

Differential

for TV

#579 at Q.3

Price

Differential

for TV

#579 at Q.4

Blue 6-1 #658 #579 $500 More $100 More

Blue 6-2 #658 #579 $100 More $500 More


First

TV Shown

Second

Price

Differentialfor TV

#658 at Q.3

Price

Differentialfor TV

#658 at Q.4

Blue 6-3 #658 #579 $100 Less $500 Less

Blue 6-4 #658 #579 $500 Less $100 Less

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BRIEFING

Field supervisors must have read and examined all materials to be completely prepared for the study. The fieldsupervisor must be present at the briefing and be present for all days of interviewing on the study. A field kit ofall paper materials must be supplied for each participant at the briefing.

Each interviewer is to read his/her Interviewer Instructions and sign them. Also, a personal briefing is

required. If possible, one briefing should be conducted. All interviewers must do at least one PracticeInterview.

PLEASE KEEP ON EYE ON:(1) APPROPRIATE TV IS SHOWN AT THE INDICATED TIME AS IT CORRESPONDS THE MAINQUESTIONNAIRE

(2) INTERVIEWER MUST KNOW HOW TO SET THE TAPES TO THE PROPER STARTING POINTAND HOW TO STOP THE TAPES AT THE RIGHT SCENE.

(3) APPROPRIATE LIGHTING CONDITIONS AS INDICATED IN THE INTERVIEWERSINSTRUCTIONS.

(4) APPROPRIATE BRAND NAME CARDS ARE PLACED ON THE CORRESPONDING

TELEVISION.(5) ALL ELECTRONIC EQUIPMENT IS KEPT IN A SECURE LOCATION AT ALL TIMES.

All practice interviews must be looked over by you-- and any problem areas cleared up -- before any actualinterviewing is begun. (Each interviewer's signed Instructions are to be stapled to the Practice interview andreturned to Guideline at the end of the study.).

QUALITY CONTROL PROCEDURES

ANY WORK RECEIVED BY OUR OFFICE, WHICH HAS NOT BEEN SUBJECT TO THE

FOLLOWING PROCEDURES, WILL BE SUBJECT TO A PAYMENT ADJUSTMENT.

Strict quality control is a primary Supervisor responsibility. GRC requires that the following quality controls bestrictly followed:

This study must be screened by itself, not along with any other projects.

No more than one respondent per shopping group should be screened.

Friends, relatives or acquaintances must NOT be interviewed.

N i b i h i i i i h h d

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All materials related to this study are the property of Guideline Research and our client.

You are responsible for all materials being used on this study; all materials are to be kept out of sightof anyone not directly involved in the study.

No one representing Guideline or our client is to be admitted to the facility or have access to thematerials without you first calling Guideline to confirm. Further, no one is to be permitted access tothe facility or materials without showing satisfactory identification.

EDITING

All work should be edited soon after completion in order to spot errors and quickly bring them to aninterviewers attention.

#D51-035 Page 6 of 5

I diti h k f


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In editing check for:

Completeness including market on the front of each screener of each completed questionnaire

Following proper skip patterns exactly dont accept interviews with skip pattern errors.

Verbatim capture of comments. (See Probing on Interviewers Instructions.) Legible handwriting

Certification page filled out by interviewer and respondent.

If an interviewer appears not to be following instructions exactly, please alert him/her to that as soon as possibleand take remedial action if needed.

VALIDATION

List only ONE interviewer's work on a validation sheet.

Fill out all required respondent information, interviewer name, city and quota group.

Be sure about indicating correct area code for every respondent.

Write listings in black ink ONLY. You are not to phone validate, since we will be independently validating 100% of every

interviewers work, as well as doing a duplicate number search.

You must, however, monitor or do in-site validation for at least 10% of each interviewer's work andnote validated work on Validation Listing Form.

Handling "No Phone" or "Refused Phone"

The Supervisor must attempt to do a telephone lookup for all respondents who do not give a phonenumber. If a number is not found, indicate that you have attempted a look-up by writing "L.U.".

PROGRESS REPORTS

Enclosed are Progress Report Sheets for your convenience. Accurate cumulative reports are to be received byus each day the study continues. We are to RECEIVE them by 10:00 AM OUR TIME.

FAX # 212-947-6294 (Preferred). Do not use a cover sheet, just fill in all the required

information on the Progress Report Sheet. Be sure to write your city and contact name on

each sheet of the report

#D51-035 Page 7 of 5

C l t d i t i t b t l d t th i th f ll i d


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Completed interviews are to be stapled together in the following order:

1) SCREENER

2) MAIN QUESTIONNAIRE

Bundle together all Screeners that contain a record of termination. Mark each screener "For TalliesOnly". Label this bundle "Screener -- Tallies Only".

Return all PRACTICE interviews.

Enclose Master/Final Progress Report Forms.

#D51-035 Page 8 of 5

SHIPMENT/CHARGES


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SHIPMENT/CHARGES

Use the blank waybills provided as they contain our account # and address

All shipments are to be send Federal Express Priority Overnight to GRC and charged to our FederalExpress Account #0100-0112-9 unless otherwise specified

Insure packages for $500.00.

Indicate Job #D51-035 on airbill for all shipments

Important

Since GRC does not want to incur additional shipping charges, make sure that all items specified above are

included with your completed questionnaires, unless otherwise specified. If you "forget" we will have todeduct the additional shipping charges from your bill.

BILLING

Submit all bills under separate cover to the attention of our Accounting Department.

Thank you for your help with this survey.Sincerely,

Nelly ValentinField Director


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APPENDIX D

VALIDATION QUESTIONNAIRE

VALIDATION LETTER

GUIDELINE RESEARCH CORPORATION Job #D51-0353 West 35th Street Plasma TV StudyN Y k NY 10001 D b 2005


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New York, NY 10001 December, 2005

V A L I D A T I O N Q U E S T I O N N A I R E

ASK TO SPEAK TO THE PERSON WHOSE NAME IS LISTED ON VALIDATION SHEET CORRECT ANSWERS ARE BOXED PROBE WHERE INDICATED

Hello (Mr./Miss/Mrs./Ms.) ____________, I'm from Guideline Research in New York. Recently a studywas done in your area and we're calling to thank you for your participation and to confirm a few points.

1. Recently, did you take part in a survey where you were shown a program on two plasma TVs and wereasked some questions about your preference between the TVs?

YES ........................ 1

NO.......................... 2 (Before terminating, be sure no one else inhousehold was interviewed)

2. Which of the following groups includes your age? (Read list)

Under 17 ........................... X

18 34 years old............... 1

35 49 years old............... 2 (Check age against validation listing sheets)

50 years old and over........ 3

Refused............................. 4

3. Have you purchased a high-end TV in the past 12 months?

YES ........................ 1 Ask Q.4

NO/Dont Know ...... 2 Skip to Q.5, then ask Q.6

4 What kind of high-end TV did you purchase? (Read list)

Plasma TV......................... 1

LCD flat-panel TV.............. 2

Front-projection TV ........... 3 Ask Q.5

Rear-projection TV ............ 4

Dont kno / 5 Terminate This respondent does not q alif

5 Wh t i l ithi h h ld i ki d i i b t h i it h hi h d TV ?


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5. What is role within your household in making decision about purchasing items such as high-end TVs?(Read List)

The main decision maker.. 1Equally the decision makerwith someone else, or .......

2 If yes in Q.3, conclude interview thankrespondent. This respondent qualifies.

Not the main or equaldecision maker..................

3 Terminate. This respondent does not qualify.

(If no/dont know in Q.3 ask Q.6)6. Are you considering the purchase of a high-end TV in the next 12 months?

YES ........................ 1 Conclude interview, thank respondent.

NO/Dont Know ...... 2 Terminate. This respondent does not qualify.

Thank you!


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APPENDIX E

COMPUTER TABLES

PLASMA TV STUDY #D51-035


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PLASMA TV STUDY #D51 035

Table Title Base

----- ----- ----

1 PREFERENCE

2 Q.1/2 WHAT DO YOU THINK OF THE PICTURE QUALITY

OF THIS TV

3 AGE WITHIN SEX

4 TV SEEN FIRST

5 Q.E2 KIND OF HIGH-END TV PURCHASED HAVE PURCHASED HIGH-END TV IN PAST 12 MONTHS

6 Q.F ROLE WITHIN HOUSEHOLD FOR PURCHASING HIGH-

END TV


Table 1


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PREFERENCE

PRICE DIFFERENCE

INDICATED----------------

TOTAL

----------------

$500 $100

======= =======

TOTAL RESPONDENTS 312 312

PREFER #658 (DELL) 188 179

60.3 57.4

PREFER #579 (PANASONIC) 115 125

36.9 40.1

NO PREFERENCE 9 8

2.9 2.6

GUIDELINE RESEARCH CORPORATION


Table 2


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Q.1/2 WHAT DO YOU THINK OF THE PICTURE QUALITY OF THIS TV

#579

(PANA- #658SONIC) (DELL)

====== ======


POSITIVE (GRAND NET) 208 242

66.7 77.6

PICTURE QUALITY (NET) 202 232

64.7 74.4

COLOR(S) (SUBNET) 60 68

19.2 21.8

BRIGHT COLOR(S) (SUB-SUBNET) 15 24

4.8 7.7

BRIGHTER/BRIGHTER COLOR(S) 10 19

3.2 6.1

VIBRANT COLOR(S) 1 6

0.3 1.9

VIVID COLOR(S) 5 4

1.6 1.3

OTHER BRIGHT COLOR(S) - -

MENTIONS - -

CLEAR/SHARP COLOR(S) (SUB- 18 22

SUBNET) 5.8 7.1

CLEAR/CLEARER COLOR(S) 9 11

2.9 3.5

SHARP/SHARPER COLOR(S) 7 12

2.2 3.8

CRISP/CRISPER COLOR(S) 3 2

1.0 0.6

OTHER CLEAR/SHARP COLOR(S) - -

MENTIONS - -

NATURAL COLOR(S) (SUB- 7 10

SUBNET) 2.2 3.2

TRUE/REALISTIC/NATURAL- 6 8

LOOKING COLOR(S) 1.9 2.6



Table 2

Q 1/2 WHAT DO YOU THINK OF THE PICTURE QUALITY OF THIS TV


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#579


====== ======


NATURAL/LIFELIKE SKIN 1 3

TONES/COLOR 0.3 1.0

OTHER NATURAL COLOR(S) - -

MENTIONS - -

MISCELLANEOUS COLOR(S)

GOOD/BETTER COLOR(S) 23 22(UNSPEC) (DNDC IN SUBNET) 7.4 7.1

DARK/DARKER COLOR(S) 9 1

2.9 0.3

OTHER MISCELLANEOUS - -

COLOR(S) MENTIONS - -

CLEAR/SHARP (SUBNET) 118 120

37.8 38.5

CLEAR/GOOD CLARITY/HAS 94 101

CLEAR/CLEARER PICTURE/IMAGES 30.1 32.4

SHARP/HAS SHARP/SHARPER 30 36

PICTURE/IMAGES 9.6 11.5

CRISP/HAS CRISP/CRISPER 9 8

PICTURE 2.9 2.6

NOT FUZZY/BLURRY 6 -

1.9 -

HIGH DEFINITION/WELL 8 4

DEFINED/DETAILED IMAGE 2.6 1.3

OTHER CLEAR/SHARP MENTIONS - -

- -

MISCELLANEOUS PICTURE QUALITY

GOOD/HAS GOOD QUALITY/GOOD 43 50

PICTURE/RECEPTION (UNSPEC) 13.8 16.0

(DNDC IN NET)

BETTER PICTURE QUALITY THAN 27 29

THE FIRST/OTHER ONE 8.7 9.3



Table 2

Q 1/2 WHAT DO YOU THINK OF THE PICTURE QUALITY OF THIS TV


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#579


====== ======


BRIGHT/NOT AS DULL/HAS 19 44

BRIGHT/BRIGHTER PICTURE 6.1 14.1

HAS 3-D LOOK/EFFECT/MAKES 3 4

YOU FEEL LIKE YOU'RE THERE 1.0 1.3

EASY ON THE EYES/DOESN'T 5 7

MAKE EYES HURT 1.6 2.2

MOVIE/MOVIE THEATER QUALITY - 4

PICTURE - 1.3

NATURAL/REALISTIC/LIFELIKE 9 8

PICTURE 2.9 2.6

GOOD/BETTER/PERFECT CONTRAST 4 5

1.3 1.6

PERFECT PICTURE 4 6

1.3 1.9

NO PIXELING 3 4

1.0 1.3

PICTURE WAS CLEANER 4 3

1.3 1.0

OTHER MISCELLANEOUS PICTURE - -

QUALITY MENTIONS - -

SOUND QUALITY (NET) 42 42

13.5 13.5

GOOD/BETTER SOUND QUALITY 35 34

(UNSPEC) (DNDC IN NET) 11.2 10.9

SOUNDS SHARPER/CLEARER 7 8

2.2 2.6

MORE BASS/LIKE THE BASS SOUND - -

- -

OTHER SOUND QUALITY MENTIONS - -

- -



Table 2



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#579


====== ======


MISCELLANEOUS POSITIVE

BIG/NICE SIZE PICTURE 7 6

2.2 1.9

LIKE THE WIDE SCREEN 4 6

1.3 1.9

LIKED IT, WOULD CONSIDER 2 2BUYING IT 0.6 0.6

OTHER MISCELLANEOUS POSITIVE - -

MENTIONS - -

NEGATIVE (GRAND NET) 150 120

48.1 38.5

LACK OF PICTURE QUALITY (NET) 148 117

47.4 37.5

COLOR(S) (SUBNET) 114 55

36.5 17.6

COLOR WAS OFF/DIDN'T LIKE 9 14

THE COLOR(S) 2.9 4.5

COLORS ARE DRAB/NOT AS 15 13

BRIGHT/VIBRANT 4.8 4.2

TOO DARK/DIM/COLORS ARE TOO 88 29

DARK 28.2 9.3

COLOR NOT CLEAR/AS CLEAR/ 7 8

SHARP 2.2 2.6

BACKGROUND COLOR TOO DARK 15 2

4.8 0.6

OTHER COLOR(S) MENTIONS - -

- -

NOT CLEAR/SHARP (SUBNET) 49 58

15.7 18.6



Table 2



60/65

Q / Q

#579


====== ======


NOT TOO/AS CLEAR/DOESN'T 25 21

HAVE GOOD CLARITY/THE 8.0 6.7

PICTURE IS NOT CLEAR ENOUGH

NOT AS SHARP/THE PICTURE IS 13 13

NOT SHARP ENOUGH 4.2 4.2

FUZZY/BLURRY/THE PICTURE IS 22 33FUZZY/BLURRY 7.1 10.6

NOT CRISP/AS CRISP 6 1

1.9 0.3

OTHER NOT CLEAR/SHARP - -

MENTIONS - -

MISCELLANEOUS LACK OF PICTURE QUALITY

PICTURE QUALITY IS NOT AS 18 15

GOOD AS THE FIRST/OTHER ONE 5.8 4.8

TOO BRIGHT 3 19

1.0 6.1

DULL/HAS A DULL PICTURE/NOT 6 6

AS BRIGHT 1.9 1.9

PICTURE CONTRAST WAS OFF 7 3

2.2 1.0

TOO MUCH PIXILATION/YOU CAN 1 -

SEE THE PIXELS MORE 0.3 -

DISLIKE PICTURE QUALITY 10 93.2 2.9

OTHER MISCELLANEOUS LACK OF - -

PICTURE QUALITY MENTIONS - -

LACK OF SOUND QUALITY (NET) 8 9

2.6 2.9

POOR/TERRIBLE SOUND QUALITY 5 7

(UNSPEC) (DNDC IN NET) 1.6 2.2



Table 2



61/65

#579


====== ======


SOUND WAS MUFFLED/UNCLEAR 3 2

1.0 0.6

OTHER LACK OF SOUND QUALITY - -

MENTIONS - -

MISCELLANEOUS NEGATIVE

NOT ANY BETTER THAN WHAT I - 1HAVE AT HOME - 0.3

SCREEN TOO BIG - 1

- 0.3

OTHER MISCELLANEOUS NEGATIVE - 3

MENTIONS - 1.0

NEUTRAL (GRAND NET) 19 14

6.1 4.5

O.K./IT'S GOOD BUT COULD BE 18 11

BETTER (UNSPEC) 5.8 3.5

PICTURE QUALITY SAME AS THE 1 3

FIRST ONE 0.3 1.0

OTHER NEUTRAL MENTIONS - -

- -



Table 3

AGE WITHIN SEX


62/65

TOTAL

=======

TOTAL RESPONDENTS 312

MALE 153

49.0

18-34 61

19.6

35-49 54

17.3

50 OR OLDER 3812.2

FEMALE 159

51.0

18-34 63

20.2

35-49 57

18.3

50 OR OLDER 39

12.5



Table 4

TV SEEN FIRST


63/65

TOTAL

=======


#579 (PANASONIC) 156

50.0

#658 (DELL) 156

50.0



Table 5

Q.E2 KIND OF HIGH-END TV PURCHASED

BASE: HAVE PURCHASED HIGH-END TV IN PAST 12 MONTHS


64/65

BASE: HAVE PURCHASED HIGH END TV IN PAST 12 MONTHS

TOTAL=======


PLASMA TV 28

48.3

LCD FLAT-PANEL TV 24

41.4

FRONT-PROJECTION TV 2

3.4

REAR-PROJECTION TV 4

6.9



Table 6

Q.F ROLE WITHIN HOUSEHOLD FOR PURCHASING HIGH-END TV


65/65

TOTAL

=======


MAIN DECISION MAKER 166

53.2

EQUALLY THE DECISION MAKER WITH 146

SOMEONE ELSE 46.8


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Plasma Challenge