CD 01% BATCo document for Legal Services : Health Canada 22 October 1999 'jf ZZ, w, Alt!~ Ln 0% BATCo document for Legal Services: Health Canada 22 October 1999 ORACLE TRACKER BRAND HEALTH TRACKING AND AD EFFECTIVENESS MONITORING CONTENT PAGE = 1. GENERAL OBJECTIVES 02 1 1.1. Subsidiary Objectives - 02 2. BACKGROUND 03 3. KEY TRACKING AND ANALYSIS AREAS 04 3.1. Advertising Effectiveness 04 3.2. Behavioural Trends 07 3.3. Brand Image Measurement 08 3.4. Brand Loyalty Measurement (attitudinal). 12 4. APPENDICES 4.1. Appen ix I - Sampling and Periodicity Requirements 4.2. Appendix TI -!guestionnaire Design 4.3. Appendix M - Chiletabacos Media Tracking Study U1 00 co r\) BATCo document for Legal Services : Health Canada 22 October 1999 1. GENERAL OBJECTTVES Objectives of the ORACLE Tracker fall into two complementary areas - Brand Health Tracking and Advertising Effectiveness Monitoring. A primary point to be made up front is the logic behind this type of research. Two key issues must be stated, the first one is that our measures of the two above mentioned areas must have continuitv as our brand image building efforts operate in a continuum, not in snapshots in time. The second one is that we must have an instrument that tracks the totality of our efforts, separate communication channel measures are not enough and do not work in an era of increasingly integrated communications, when a growing number of marketing tools are used in combination for the achievement of our objectives. Also, the importance of the monitoring efforts to be described can be recognised from the point of view of bringing measurement into areas that deeply need them nowadays - given the amount of our investments in advertising, and all the contrasting nuances that interact within this area (image measurement, media planning & scheduling, copy effectiveness to name a few) - it is of utmost importance that we upgrade both our understanding and measurement to achieve effectiveness and efficiency. Clearly, as in any other area, we cannot manage, what we cannot measure, so the aim of closing this gap is,the main worth of the instrument to be described. Key outputs on the Brand Health Tracking and Ad Effectiveness Monitoring areas would be: BRAND HEALTH TRACKING To provide a systematic and continuous approach to monitoring and ultimately anticipating trends in brand performance, focusing both on behavioural aspects such as consumer brand share, switching, trial, and also on attitudinal ones, such as brand / ad awareness, brand image & commitment (loyalty) towards key brands in the market. ADVERTISING EFFECTIVENESS To provide monitoring of efficiency regarding the build up and maintenance of brand and advertising awareness continuously. To indicate the effectiveness of ad content in positively influencing brand image and correctly deploying the brand's positioning in the consumees minds. 1.1 SUBSrDTARY OBJECTIVES To provide information in a clear, fast and actionable way for decision-makers. 01% co (A BATCo document for Legal Services : Health Canada 22 October 1999 To fWly exploit the possibilities of merging different sources of information dynamically, namely the continuous collection of consumer information (ORACLE Tracker), sales / consumer off-take information (Retail Audits) and media information (Media Auditing & Media / Ratings Research when available). 2. BACKGROUND The ORACLE Tracker will be essentially a tra eking system that not only tracks absolute values, such as market share or switching (behavioural aspects), but allows for deriving relative measures, such as attitudinal brand share and brand associations that ultimately will translate into market share movements (behaviour). This last point outlines the main difference between this approach and a an usual tracking system - while the latter will be limited to showing snapshots of what is happening in the market, the former will allow you to track the market at a point in time and also anficiRate consumer trends through modelling attitudes towards the brands. This would give room for a correction of route before they translate into sales or market share figures. Importantly, the Tracker does not replace in any case the General Consumer Survey (GCS) - rather it allows for a better timing plan and supplements the GCS in terms of periodicity when tracking dynamic variables and while allowing for a higher time span between tracking periods of non- amic variables. The complete GCS itself continues to be the basic Usage & Attitude Study and a policy requirement to be carried out at least once per year on its complete format (preferably with results being delivered just before the Company Plan period). The GCS will continue to derive all basic market parameters (incidence, cigarettes and other tobacco products consumption, brand profile, buying behaviour, product quality, media usage, ad / brand awareness), fully representative of the total market, while the ORACLE Tracher will focus on the two already mentioned areas (brand health & advertising effectiveness). This guideline considers that the Tracker can be implemented as a spin-off of the GCS or as a firee-standing research technique, but NOT as a one-off replacement of the GCS, i.e. entirely discontinuing the latter. As it will be clear on the f6rthcoming comments, a considerable part of the Tracker monitors the same variables as the GCS (e.g. brand / advertising awareness). On the areas that the two research techniques do interface, questioning will follow as much as possible the already established GCS-type questioning, thus assuring that our ability to compare figures from the monitor with former figures on previous periods gathered through the GCS will not to be impaired. The policy required approach is to maintain a full random application of the GCS at least once a year with the full questionnaire, while allowing the continuous monitoring through the ORACLE Tracker, which would possess a much more simplified questionnaire, with focus only on the more dynamic variables. CD CD co 4~a. BATCo document for Legal Services : Health Canada 22 October 1999 Another way of assessing the relevance of the ORACLE Tracker is through the nature of the current marketing communication activities carried out by most companies world-wide. Nowadays most companies do not use a single media vehicle to support their brands (a role played by mainstream network TV in the past) - the growing emphasis relies on an integrated communications approach, including TV, Magazines, Radio, Sponsorship, PR, Trade / Consumer Promotions, Outdoors, Direct Mail, In- Store activities and others. This approach tries to work synergistically across media, so the design of an instrument that can keep track continuously of ALL our efforts and how they are affecting brand health / equity is fundamental. As a result, the development of a continuous tracking system, based on a better understanding of the 'stochastic' nature of marketing relationships, is the key development to meet the needs of measuring the effectiveness of an integrated communication activity and its effects on our brands, also covering our needs in terms of advertising effectiveness, i.e. the testing of different routes in terms of media weight / media mix / media schedule, for example. The best way to understand the importance of the stochastic component present in current marketing environment and measured through the ORACLE Tracker is through an example that briefly outlines a "stochastic system" to our day-to-day reality: Consider a "hypothetical" situation of a marketing environment where a certain BAT brand operates: => T'his BAT brand employs during a certain period a cocktail of different marketing activities including several bursts of TV advertising, a press campaign, sponsorship of a major rock event / sponsorship of a motorsport team, different sales promotions in key tourist areas and key YAUS outlets and a distribution drive into a sales channel. Moreover, this brand launches a new lights version, that employs a new campaign, writh some of the marketing mix variables above mentioned being used to support the version's launch as well. Meanwhile, there * is a growing level of activity in the market place, with the two key competitor brands simultaneously employing different communication activities. This system briefly described is stochastic in its nature since: a) nothing exists in isolation; all actions have influences not only on the ones that initiated the action, but on the whole gystem. b) everything has an absolute value, which describes relationships, and a relative value, which determines the relationships; c) There. are no one-to-one relationships, i.e. if a specific strategy works in a certain way for brand A, this does not mean that this will repeat over time (as the relationship between this and other variables might change in a dynamic environment) or that it can be replicated to other brands; 01% co (JrI BATCo document for Legal Services : Health Canada 22 October 1999 d) The determination of relationships per se is a function of analytical versatility and good judgement; Thus, the above confirms the importance of having a continuous research instrument that gathers the consumer's response in the proper context, i.e. in terms of the synergy of our own various efforts, the effects of both competitor activity and total market (related categories) activity and other external factors that might affect our brands. Thus, the ORACLE Tracker measurement system would look like: ADVERTISING PROMOTIONS PR SPONSORSHIP DIRECT MARKETING Competitor Other Activity 13RAND Environmental Influences ORACLE TRACKER 3. KEY TRACKrNG & ANALYSTS AREAS This section outlines what the research design would be able to monitor and quantify. Clearly, there is a need to exploit to the fall the possibilities opened by the design and also through its integration with other information sources, thus the analysis possibilities are extensively covered in this section. 3.1. ADVEBTBINGEFFECTWENESS This section will focus on the advertising support for BAT versus competitors' brands, with special focus on recall and related measures (recognition, source of awareness). Importantly, this section can be applied in two diffierent manners: - If we want to integrate the findings of the section with media research data (GRP's, Reach & Frequency etc) from other sources, we need a certain sample size and periodicity of reporting (weekly), in order to On meaningfiil insights. Please refer to Appendix I for further elaboration. 4h. CrN Oci 01% BATCo document for Legal Services : Health Canada 22 October 1999 - if our aim is to use this section entirely as part of Brand Health Tracking, both sampling requirement and periodicity will be driven by the latter and monthly or bi- monthly tracking will suffice. Again, Appendix I covers this issue in detail. Key information deliverables will be: * Brand and Advertising Recall (Top of Mind / Spontaneous Brand and Advertising Awareness); 0 Brand and Advertising Recognition (Prompted Brand / Advertising Awareness); 0 Advertising Content Recall. 0 Main and Alternate Sources of Awareness. Main outputs of the four above mentioned items would be to analyse the ability of the ad to cut-through the media clutter and understand the patterns of brand and advertising recall (build-up and wear-out). Essential analysis points within this would be: How our brands rank in terms of the cigarette category, are we top of mind How brand and advertising awareness performance compares against our key competitors ? - Is advertising awareness ftorn our brands directly related with the brand being in the market for a long time or is it really linked with our current campaign efforts ? This can be verified through executional probe / content recall probe. - What are the main media and combination of media that are driving the awareness figures ? - What is the relationship between the quantum (weight) and pattern of deployment of spend (flighting vs. drip vs. pulse) ? Clearly, although the analysis above is already rich per se in diagnostics, the value of tracking these variables would be enhanced considerably if they are put into context with media-reIated measures. Among others, the principal analysis that could be carried out in this context would be: - Share of Mind vs. Share of Voice where, Share of Mind spontaneous ad awareness verified via content recall C:) CD co '*%4 BATCo document for Legal Services : Health Canada 22 October 1999 (J7 0 T!; CD CD 41U .r-- 01% Co Co BATCo document for Legal Services : Health Canada 22 October 1999 Share of Voice media investments attributable to a certain brand divided by total investments in the category This specific measure would help in understanding how effectively are we performing against competitors' brands, i.e. ideally our brands should not only have a superior recall, but this superior recall should be weighted against ours' and competitors' advertising investment. It is obviously a different story to have a better performance in terms of recall due to superior copy / advertising or due to sheer upweighting. Clearly, for example, if our brand A has recall levels of 30% against a competitor brand that has 25%, our initial reading would be that we have a superior performance. But if our share of voice is 50%, while our competitor is only 20%, their performance in terms of efficiency of spend vis-i-vis results achieved is superior to ours. This type of analysis does not require a weekly reporting basis, so it is in fact perfectly aligned with the Brand Health Tracking (that will be detailed in the next sections), which is not the case of the next analysis possibility. Plotting of Spontaneous Ad Awareness Levels vs. Ad Investment (GRPs) Levels [PLEASE REFER TO APPENDIX I ON SAMPLING / PERIODICITY REQUIREMENTS - THIS MODULE HAS CONSIDEMBLY DIFFERENT NEEDS ON BOTH, AND WE SHOULD ONLY PUT IT FORWARD IF THE FULFILMENT OF THESE NEEDS ISFEASIBLE IN THE LOCAL MARKE77 The understanding of patterns of awareness build-up and decay are fundamental for a better media planning - considering other variables constant, if one of our objectives is to reach an advertising awareness level of 30% amongst our target group, this type of analysis can be crucial for two complementary reasons: 1) If we are not reaching our objectives in terms of ad awareness, one of the ways to improve it might be through a better media schedule - this module can accommodate tests of different schedules, thus helping in choosing the more appropriate one. 2) If we are reaching our objectives, this module can provide insights to doing so more efficiently in terms of cost, pinpointing efforts that are not contributing to results, thus helping to achieve: a) direct cost savings in the media area; b) better / itiperior ad awareness, if investment levels arc maintained. The graph below shows two media schedules for a same product in different regions - levels of GRP (weight of investment) are exactly the same, with only changes being on schedules: (Jn CD 4~:> 0% Co %Z BATCo document for Legal Services: Health Canada 22 October 1999 RECALL X GRPS X GRP vve9Q.Y mof4mR IS 30 -w FdrALL SCHMULE 1 -A~ FWALL SOIMLLE2 i = CAP& SQ-~ I CA's SO-e3JLE 2 10 01 11116111 111-1 ---- J I 716E(.6") On the case above, a certain brand used two specific flighting patterns in two different regions. The use of slightly lighter weighted flights running for a Ionizer period worked more efficiently than very Concentrated / ~eavy-weight short flights. Here our efficiency parameter is the level of advertising awareness achieved during the whole period. An example of what could be achieved with the type of monitoring described in this section can be shown by a study conducted by Chiletabacos in 1993 and 1994. Although design does not follow exactly the Ad Effectiveness Monitor, information deliverables and sampling requirements / periodicity are quite similar. Please refer to Appendix IIT for methodology and key findings of this study. 3.2. BEHAVIOURAL TRENDS ù Penetration (1/c of people who ever bought the brand); ù Brand last bought / Regular Brand; ù Occasional / Substitute Brand (e.g., if regular brand not available); ù Brand Trial; ù Aspirational Brand (e.g., if all brands have the same price), ù Previous Brand; ù Proportion of Consumption attributed to Regular Brand vis-i-vis occasional brands; These measures would track the consumees. brand set in terms of behaviour per se. The brands mentioned will be a picture of the consumer's repertoire, already showing Un brands that he had used I tried or is currently using. C:~ C:) C~ BATCo document for Legal Services : Health Canada 22 October 1999 The analysis of this section, more than any other, resembles that already present in the GCS. Fundamentally, the aim is to track the consumer's brand usage patterns over time and compare against awareness trends, attitudes towards the brands and information derived from other sources (media spend, retail audits etc). Amongst the various possible analyses both within the measures above and against other measures of the monitor, useful examples are: - Relating awareness and trial of key brands. - Tracking consumer's brand repertoire over time. - Verifying liaison between behaviour (consumer brand share) versus attitudes (image and commitment scale) towards the brands Also, another vital factor related to sample size requirements is the maintenance or implementation of continuously tracking consumer brand share, a key part of this section. If a minimum sufficient sample per wave is not set, this can be damaging for the whole monitoring exercise, as brand share which is the key performance measure, might reflect simply random fluctuations and not real market trends. (Please refer to Appendix I for sampling requirements). 3.3. BRAND IMAGE MEASUREMENT Key deliverable on this section will be: Brand Image Ratings in relevant attributes over time and relative to key competitors; General categories to be assessed will be: => SENSORY IMAGE: expected smoking characteristics based not on actual blind smoking, but on perception based around branded exposure, i.e. to what extent does branding infer particular sensory images or expectations of the product. => PRODUCT IMAGE: this relates to higher order perceptions which do not necessarily have a sensory referent. BRAND IMAGERY: this relates to abstract or conceptual associations with the brand. USER / LIFESTYLE IMAGERY: this relates to expectations of type of person or lifestyle associations with the brand. Such attributes can represent realistic perceptions but are more characteristicafly aspirational in nature. This section is fundamental in measuring our success in shifting favourabIy the consurnees attitudes towards our brands across time. Un Brand Image measurement within the monitor is a comparative exercise, i.e. we are measuring our performance against our positioning targets but, more importantly, we -ZIA 4:1 CF\ \0 BATCo document for Legal Services : Health Canada 22 October 1999 are measuring it vis-i-vis competitor,s brands. We are focusing on the relative image strength of each brand in each market. Contrary to the GCS strategy of monadic ratings of each brand on all attributes, in the Tracker each brand will be rated in each attribute sequentially, as per the ORACLE Brand Image Mapping Method. Two distinct and complementary types of inforination would be derived from this section: 1. How the specific brand is perceived by its own franchise. 2. How it is evaluated by key competitor's franchise and target group. 3. How the brand profile compares to brand profile of key competitor brands for both own and competitor franchise. Brand imaee tracking and reporting is in exercise to be carried every two months, always guaranteeing that key brands tracked are accurately represented with a recommended minimum sample size per wave being N = 100 (own franchise). Alternatives on this sampling regime to accommodate smaller brand franchises are detailed in Appendix I when we detail a forthcoming application of the ORACLE Brand and Advertising Monitor being implemented in Asia-Pacific operating companies. This application focus on the Brand Health side of the monitor and bad to tackle exactly this issue given the small franchise of our strategic brands in part of the region. The attribute set to be tracked has some prerequisites, i.e. ideally they would have the following characteristics: Consumer derived and location specific, Regionally / Globally standard; Understood in the same way by consumers and Marketing Management; Easily translated in terms of decision-making; Relevant and representative for all brands being tracked. However, given the clear difficulties in deriving an attribute set with all the above- mentioned characteristics on one-side, and the business need of imaize measurement in a global manner on the other, a mandatory attribute set based on ORACLE's experience in brand image tracking along the years in various countries Will be proposed, covering the four areas mentioned previously. Local / Regional relevant attributes can be added to this list, up to a maximum of two by each four tracking categories. The following attributes will be tracked in each sub- group: SENSORY IMAGE: Nfild Strong Harsh Smooth Hard Draw Easy Draw CZ3 CD BATCo document for Legal Services : Health Canada 22 October 1999 Unsatisfying Satisfying Unpleasant Flavour Pleasant Flavour PRODUCT IMAGE ATTRIBUTES: Cheap Expensive Poorly Made Well Made Limited Availability Widely Available Poor Value for Money - Good Value for Money BRAND IMAGERY: Ordinary - Prestigious Traditional - Modem Formal - Casual Local - International USER I LrFESTYLE TNIAGERY: Feminine - Masculine Older - Younizer Serious - Fun-foving OVERALL EVALUATION Image is appealing to me - Image is unappealing to me The number of brands to be tracked should not exceed manageable figures (Maximum recommended number of brands to be tracked on image attributes are eight), with the following criteria for choosing these brands being the following: - Strategic BAT brands in the market, both in terms of critical mass and advertising spend & brand I ad awareness; Key competitor brands in the market, following the same principle outlined for BAT brands; Importantly, as the whole ORACLE Tracker emphasises the power of relative values, it is fundamental that we have a key "matches" in order to put each brand evaluation into market context, i.e, against its main competitor. The four image categories above should be rotated as well as the attributes within each category. The overall rating attribute should always be presented last. The ORACLE Tracker Questionnaire on Appendix 11 details the procedures and instructions to be followed on the Image Section. As can be noticed, the Tracker will cover a broader spectrum of attributes than the GCS, and also, it will allow for the existence of different attributes across markets - C) these locally derived attributes would be present wherever there is a local market need, C) BATCo document for Legal Services : Health Canada 22 October 1999 given different consumer understanding and expectations in relation to the four areas outlined above. Analysis of the whole brand image section can be done in the following ways'. 1) a straightforward monitoring of mean ratings over time on all attributes tracked plus comparisons of brand profile ...... .. .. . ..... ............. ..... ild trn 5 ................................ . .......................... ........ 'Smooth z ,Harsh . Ynsatisf SatWnq yinm. Rooriv Made fw ? .......... - ------ _!~!!.Ma.de :Ch"p . . :Expensive i --------- I-K 1~u . ... . ITradional ::,Modern ........... . ...... . Casual ;Formal IL ........ .... ::Local X :International ............ Reverved IL ipylapi.n.9 Terninine Nasculine ......... . I . .............. e Appealing I P 2) A brand trendin showing the performance of a brand and any relevant comparative brands over time. BRAND TREND CHAR Young -8 Brand A ---,6 "e, -o Brand 9 -*Brand C Old Per i Per 2 Per3 Per 4 The charts above would give a simple visual indication of differences and trends relating to brands. It is also relevant to test if any apparent differences in brand ratings are statistically significant. On both cases (brand profiling and brand trending), statistical testing can be used to check whether any apparent differences / trends which indicate action are in fact significant. In the case of brand profiling, we can compare performance of Brand A versus Brand B in a specific attribute (e.g. young), for example. In the case of Brand C:) C7% %-D -Ptb BATCo docurnent for Legal Services : Health Canada 22 October 1999 0 0 1 (Jn "0 Ln BATCo document for Legal Services : Health Canada 22 October 1999 Trending, the analysis could be concentrated on verifying if changes from one period to the other are statistically significant. importantly, the capability of performing all these analyses is embedded in BATPROBE, so it is fundamental to the ORACLE Tracker to be set up in BATPROBE as a GCS, given the clear gains in both analysis possibilities and wider availability of the information within the company. 3.4. BRAND LOYALTY MEASUREMENT (attitudinal) Establish levels of commitment towards the brand through the use of a scale, ranging from people that are fully brand loyal ('I would only buy that brand) to absolute brand rejectors (q would never buy that brand). The raid points would reflect the higher I lower level of interest in the brand's proposition, The scaling definitions would be the following (it is essential that before the ORACLE TRACKER be implemented, we have a confirmation of the understanding of the scaling definitions from the consumers): 1. This is the only brand I would ever consider buying / smoking. 2. This is one of my preferred brands. 3. This is not already one of my preferred brands~ but from what I've heard about it recently, I'd like to try it 4~ This is not one of my preferred brands but rd buy / use it under certain circumstances. 5. I've heard of this brand, but I don't know much about it. 6. I've never heard of this brand. 7. 1 know this brand and I would never buy / smoke it According to the above mentioned scaling responses, consumers can be grouped in each of them, with the possible namings: 1. ENTRENCHED/ BRAND LOYALS 2. PREFERRERS 3. INTERESTED /CONVERTIBLE 4. ACCEPTORS 5. INDEFFERENT / NOT RESPONSIVE C:) 0S BATCo document for Legal Services: Health Canada 22 October 1999 6. UNAWARE 7. REJECTORS Mnimum number of brands to be covered in this section encompasses the same brands covered previously in the Brand Image Section. Clearly, given that this section will in any case consume a fraction of the time of the Brand Image Section, the recommended approach is to select a wider brand set, covering a larger number of brands / versions. Analysis of this section will follow partly the one outlined for the brand image section: .1) Tracking of changes in the brandrs profile across time in terms of commitment dispositione this analysis can be segmented by brand usage (regular users vs. occasional users vs. competitive brand users) or via other definition that is relevant locally (e.g. geodemographic breakdowns). lCommitment Measurement .2 0.25 - .............. .......... -W Entrenched 0 Preferrers 0.2 - -,i~ interested 0.16 - Acceptors -a. No Opinion 'o 0.1 Unaw are r Reisclors 0.05 - - - - - - - - - - lot 0 Part Pet2 Per3 PerA time On the graph above, key outcomes in terms of commitment segments are: although brand insistors (brand loyals) remain almost constant during the tracking period, brand preferrers, i.e. people that would consider the brand when buying, are declining consistently. - meanwhile, both brand rejectors and indifferent are growing. 2) Tracking of Attitudinal Brand Share This measure is defined as the probability share of a brand based on consumer attitudes to all brands, i.e. it is the probability of the brand being chosen given consumer's attitude towards the brand and towards competitor's offers. The hypothetical example below outlines the calculation of attitudinal share. V1 Attitudinal Share Calculation C:) CD BATCo document for Legal Services: Health Canada 22 October 1999 INSISTORS (%) + PREFERRERS ~/o) weighted by the size of the preferred set of all respondents that choose the brand as one of their preferred brands Using as an example, a hypothetical market of ten consumers listed below, which were classified in the following manner in terms of commitment: (consumers classified as insistors and preferrers) 1 2 3 1 4 5 7 a 9 IQ Insistom M LS M M - sss - Preferrers is, W, K K W is, IN W sss 'W. 555 w M = MARLBORO LS = LUCKY STRIKE W = WINSTON 555 = STATE EXPRESS 555 Considering the ten consumers above as the whole market, Lucky Strike attitudinal share would be: Attitudinal Share = insistors Clc) + preferrers (%) weighted by the preference set of consumers that mentioned Lucky Strike attitudinal share I / 10 (10%) insistors (consumers that would only buy LS) + (30%) preferrers (consumers that would consider LS when choosing a brand) weighted by preference set (total number of brands with LS in the preference set = 9, with LS appearing three times, so the brand has a 3/9 chance of being selected by these consumers) 30% * 1r) = 10% 6 a IQ Attitudinal Share Lucky Strike = 20% If we mimic the same analysis in the case of Winston for example, our results would give us- Attitudinal Share Winston 14.3% And, if these brands consumer share of market as per the monitor as well is respectively: Operational SOM Lucky Strike = 16% Operational SOM Winston = 18% Ln CZ) CD ON "0 CD BATCo document for Legal Services : Health Canada 22 October 1999 While the opportunities for Lucky Strike are clearly positive, as attitudes towards the brand are more positive than operational share of market achieved (thus, growth avenues can be discovered elsewhere - e.g., a distribution drive), in the case of Winston, the opposite is true - attitudinal share is lower than operational share, meaning that although the brand image may be deteriorating, other factors (distribution, shelf space etc) may be retaining market share. Also, a complementary measure of attitudinal share would be the brand's share of -a s2ecific Rositioning statement or a specific attribute. When prompting a specific positioning: "A brand for young people" or a specific product attribute "A brand that offers a pleasurable smoke", which brands do you relate with ? The choice of the positionings to be tracked depends on the objectives derived for the brand and on the analysis of the key attributes / positionings that are driving preference in the market. This additional measure would verify the strength of the bra*nts association with a specific positioning / attribute in the consumer's mind. If this specific positioning attribute is a key driver for brand preference, this would be an important instrument in assessing that our investments have been successful or not in establishing the link between the brand and the desired positioning / attribute. 0 VI CD C) C~\ BATCo document for Legal Services : Health Canada 22 October 1999 APPENDIX I SAMPLING and PERIODICITY REOUTREMENTS Sampling requirements differ when our objectives are to implement the complete ORACLE Tracker, including the Ad Effectiveness Monitor, and when we concentrate only in the Brand Health Tracking Module. This difference arises for the distinct measurement objectives of the two modules. The Ad Effectiveness Monitor concentrates on a variable (awareness) that fluctuates in short time intervals, being affected mainly by media investments (which also fluctuate strongly). Brand Health Tracking also tracks only dynamic variables, but these are changing in a trend basis (e.g., brand image or consumer brand share) and do not 'jump' strongly from one period to the other. BRAND HEALTH TRACKING MODULE Samriline / IFeriodicitv Requirements The Brand Health Tracking does not imply considerable changes in terms of sampling vis-i-vis what is currently being carried out in the fon-n of the GCS in a series of BAT markets world-wide. Key differences vis-i-vis the GCS are concentrated on recommended periodicity and also on the areas included in the questionnaire and analysis possibilities, which are covered elsewhere. Ideal application of the ORACLE Tracker would confrom the following paramenters: Recommended IN--700 randomly selected smokers per wave; Samr)le Size Minimum acceptable sample size is N=400 randomly selected smokers per wave, Recommended Wave Periodicity = bi-monthly Periodicitv (Monthly periodicity is also acceptable, but recommended & minimum sample do not change) Each strategic brand (ours and competition) should be boosted up to N=100 per brand to guarantee recommended sample size for brand image tracking. Booster Samnle Minimum sample size acgeptable with this aim (brand image measurement) is N=50 per brand. Number of strategic brands to be tracked is to be decided locally. Given these requirements, there will usually not be a major difference in costs for countries that are already applying the GCS in a quarterly basis with a sample size of N = 1,000 smokers. For these countries, although the GCS continues to be a policy ~-n CD CD BATCo document for Legal Services : Health Canada 22 October 1999 application, it will be carried out once per year with the same questionnaire and sampling requirements previously determined, while the Tracker concentrates on tracking dynamic variables with reporting every two months. In fact, this means that the full application of the GCS once per year is offiet by cost savings attributed to doing fewer full GCS waves in most cases, replacing the latter with Tracker where an increased Brand Image Section is more than compensated by cuts elsewhere (Consumption of other Tobacco Products, Media Usage and Buying Behaviour sections to name the more relevant ones). This will assure for the majority of countries that were already applying the GCS as a tracking instrument a more appropriate and easier research design in terms of logistics, that adequately fulfills the role of continuously monitoring of consumer behaviour and attitudes. AD EFFECTMNESS MODULE is Samnlin / Periodicitv Requirements If our objectives are to be able to perform an analysis in terms of media planning, as outlined previously in the Ad Effectiveness section, data must be collected in shorter intervals that match our patterns of spend. This would preferably be weekly, with minimum sample size per week being N=100 randomly selected smokers. Also, this tracking also presupposes the existence and availability of weekly media research data for input into an integrated framework. So, the ad effectiveness section would add to the previously outlined sampling periodicity requirements the following ones: Periodicitv of Renorting, Weekly Sample Size ver Wee Minimum N=100 smokers randornly selected Others Availability of media research data on a weekly basis to carry out integrative analysis In order to fully understand the risks of not following this specification, we outline a hypothetical example on monthly vs. weekly tracking: a) The two graphs on the next page track exactly the same period, plotting ad awareness vis-i-vis Gross Rating Points; Qn CD CD BATCo document for Legal Services : Health Canada 22 October 1999 b) One tracks on a monthly basis, while the other tracks on a weekly basis. 40% 30% 30% 4M - 40 - 20% 9 ?3 X% 1 2M - 2co - 10% OIL Washi Itnt, 2 Wth 3 LOW 4 a 0% Clearly, the graph that shows the tracking on a monthly basis could lead to completely erroneous conclusions in terms of awareness build up / wear out of the advertising efforts. Moreover, it could even lead to the conclusion that the brand is not responsive to the increase in advertising spend while in fact the contrary is true. Also, the sample size of N=100 randomly selected smokers is robust enough to guarantee that real changes in awareness are being tracked, and smoothing via the use of 4-weekly averages is recommended to level sharp fluctuations These two points (periodicity and sample size) are key to guarantee validity of findings and avoid that variations observed on ad awareness do reflect (or not) changes derived from our advertising efforts, and are not fluctuations derived from inadequate sample size or quota-based samples. An inadequate sample size for this type of measurement can definitely lead to totally erroneous conclusions. If we are not able to match these two requirements, we recommend not to implement the Ad Effectiveness Monitoring per se, although questions of the section do remain on the Questionnaire for the Brand Health Tracking, as they are an integral part of this method. The only constraint is that the plotting of ad awareness levels vis-i-vis GRPs (media investment) is not valid, and thus evaluations on media scheduling (drip vs. burst vs. pulse) or upweight / low weight campaigns are not viable. However, the measurement of brand & ad awareness remains an valuable component of the whole Brand Health Tracking procedure, and key in undertaking for example Share of Voice vs. Share of Mind analysis outlined previously. CD BATCo document for Legal Services : Health Canada 22 October 1999 E ORACLETRACKER I RECRUITMENT AND TOBACCO PRODUCT USAGE 777] QI. Good mominglafternoon/evening, my name is -- I work for an independent market research company called - I wonder if I could ask you a few questions?. First of all, HOW OLD ARE YOUV IN WHICH OF THESE AGE CATEGORIES. DO YOU -FALL?(I) Show CARD If Read out list. AGE C GO TO (CIRCLE) Under 18 1 CLOSE 18-20 2 Q2 21-24 3 Q2 25-34 4 Q2 35-44 5 QZ 45-54 6 Q2 55-64 7 Q2 65+ 8 CLOSE Q2 Do you or any of your close relatives work in any of the following trades or professions: Show CARD Ill Read out list(). TRADESIPROMSIONS GO TO Banking I Q3 Jourrialism(MRadio R=ort~m LOSE GJo To MG03 CLOSE CLOSE Public Relations CLOSE Market Research CLOSE Advertising - CLOSE Sale/Manufacrure of beer or spirits 2 03 f Tobacco Rroducts (-1) CLOSE Anv Other Q3. - Do you use any type of tobacco product at all nowadays? CODE GOTO Yes I Ad No 2 (I) Wording to be refined locally. (2) Local additions to list possible (3) Only relatives to owners / employees of ref2a shops selling tobacco products can be Included, If locally appropriate. C:) C:) C) ~A BATCo document for Legal Services : Health Canada 22 October 1999 Q4 What type of tobacco product do you use, even if only occasionally? Any others? (MED PROBE) Show CARD M I Read out IWO). Code snore than one if appropriate. PRODUCT CODE GOTO Manufactured cigarrues I Q5 EVEN IF COUBINED WrrH USAGE OF ANY OTHER TOBACCO PRODUCT Rail your own 2 Pipe tobacco 3 CLOSE Ciparillo~whiffs etc 4 IFNOT Cigars 5 NENTION Snuff 6 NLA14UFACTURED Chewine tobacco 7 CIGARETTES Bidis 9 ALONE Q5 Do you normally smoke-at least one manufactured cigarette a day? CODE GO TO Yes 1 06 No 2 CLOSE(-,) JQ6. How many manufactured cigarettes do you normally smoke a day ? AVERAGE DAILY CONSUNUMON CODE GO TO Less dtan 5 ciearerres a day 1 5-15 cizarettes a day 2 16-20 ci2arettes a dav 3 Q7 20-30 cipmertes a day 4 More ffian 30 ciearettes a day 5 * Write in exact number Ln (4) To be reftned locally C:> (5) Ifrequired locally. additional questions from this questionnaire can be asked to occasional usem BATCo document for Legal Services : Health Canada 22 October 1999 I CIGARETrE BRAND USAGE AND AWARENESS F-Now I would I ike to ask you some more detailed question& Q7 When r say cigarettes, which is the first brand which comes to your mind? Which-!$ the next brand that comes to your mind? And the next? Which other brands come to mind? (MED PROBE) a The above question should be read out exactly as it is written with no additional probing Write in all Brands mentioned in order of mention. BRAND AWARENIM I ORDER 00 TO BRAND I I BRAND2 BRAND3 BRAND4 BRANDS Q8 7TRAND 6 BRAND 7 N-AND 9 BRAND9 For how long have you been regularly smoking manufactured cigarettes, that is, normally at least one cigarette a day? Show CARD IV / Read out list. TJNIE WrM 14ABIT CODE GO TO Less than 3 months 1 3 months to 6 months 2 6 months to I year 3 I year to 2 years 4 Q9 2 years to 5 yem 5 5~=n 10vzars Longer than 10 years ;,EQ9.-L! rmrt.What is your regular brand, that is, the one you smoke more than anj her nowad2Vi?___ Prompt for Brand identification Brand Version (E.G. Lights, Menthol, Red Pack, Etc.) according to local Brand lisL Code Eiict Versibit-Minjig-T-id, Soft Cut et6)'Below. REGULAR BRAND CODE GO TO Brand A I Brand B 2 Brand C 3 Q10 Brand D 4 Ln BATCo document for Legal Services : Health Canada 22 October 1999 Il Brand E 1 5 1 1 6 9 Q10 How long have you been smoking (MENTION REGULAR BRAND) as your regular brand? TBE WITH REGULAR BRAND CODE GO TO Less than 3 months 1 3 months to 6 monihs 2 6 =nths to I vear 3 1 vear to 2 vears 4 Qii 2 years to 5 vc~rs 5 years to 10 vears Lonizer than 10 vem Q11. Do you apart from (REGULAR BRAND) smoke any other cigarette brands 0 1 novi-adays? CODE GO TO Yes 12 14 2 1 [E Q1 2 Which other cigarette brands do you smoke nowadays? Any others? (=D PROBE) Code Below. Code Order Of Mention. OTHER BRAND(S) ORDER GO TO Brand A B=d B Brand C Q13 Brand D Brand E Brand F ThiMking aboiq. the last 10 packs of cigarettes you bought for yourself to smoke, how many were (read out REGULAR BRAND) and how many were (OTHE BRANDS) smoked nowadays ? Read out list. Code Below. BRAND(S) MENTIONED Nr of Packs GO TO REGULAR BRAND Brand X Brand Y Q14 Btand Z Bmnd W Cyl CD C.) 4:~,b 11--j CD 01N BATCo document for Legal Services : Health Canada 22 October 1999 Q20 OPnONAL Which, if any, of the brands you have just mentioned did you buy for vourselfto smoke in the past month? Any,other3? Any others? (FECED PROBE) Code Below. More Than One Coding Is Possible. BRAND LIST TRIED BOUGHT GO TO Brand A .... etc. None 21 all the brands had the same price, which brand would you buy as your regulari.-.- ft .9 br"d, Le.-the o~eihit you i~ioke most o en . a Code Below. 101 ..... ... . . . . . . 77' Lrl 4=) BATCo document for Legal Services : Health Canada 22 October 1999 Q14 Did you have a main regular cigarette brand immediately before yOU started to smoke WGULAR BRAND)? CODE GO TO Yes I =q 15 No 1 2 16 JQI5 Which brand was that? Code Exact Version Below. REGULAR BRAND CODE 00 TO Brand A I Brand B 2 Brand C 3 Q16 Tr-and D 4 Brand E 5 I [Brand F 6 IQ16 Presently, if (REGULAR BRAND) was withdrawn from the market, which brand would you smoke instead ? Code Exact Version Below. BRAND LIST SUBSTITUTE BRAND 00 TO Q17 -Show Card With Photographs Of All Salient Brands On The Market And Ask- Q17 Please look at this photograph of cigarette brands. Apart from the brands you have already mentioned (READ OUT BRANDS MENTIONED) could you tell me which . of them you know or have heard of. Please mention all brands which you know. Any others? Any others? (FIXED PROBE) CBel ode oly. Q18. Now loolcing at this photograpb.of cigarette brands again could you tell me which, i of them you have tried in the. last 3 months even if. only once. Any others? Any 'any$ others?(Flulk PROBE).__-___.;_"_ Code Below.'More Than One Coding Is Possible- 19,_ '-Which, if any, of the brands you have just mentioned did you buv for yourself -smoke in the list three months? Anvothers? AnYothers? FIXEDPROBE) Code Below. More Than One Coding Is Possible. BRAND LIST TRIED BOUGHT GO TO BmW A. ... etc, None - I Ln I r] I Im ~- --:;- _% ---- ~ ~- - :. 1. . . . . . .. . .1 C~11 co BATCo document for Legal Services : Health Canada 22 October 1999 ADVERTISING Q22 Which. if any, cigarette brands have you seen or heard advertising for lately? Any others? Any others? (FIXED PROBE). Code order of mention in grid below. BR,A,ND LIST UNPROMFrED ADVERTISING AWARENESS GOTO Brand A Brand B etc Q23 Q23 Apart from the brands you mentioned just now, have youSCen or heard of any advertising for these brands recently (SHOW PHOTOS) ? (6 Code order of mention for both question sequentially in grid below. BRAND LIST PROMPTED ADVERTISING UNPRONU`TED ADVERTISING 00 TO AWARENESS AWARENESS BrandA Brand B etc Q24 J1 Q27 FOR IKEY'BRANDS (BAT & COMPETITORS) IN THE MARKET RECALLED IN Q21-AND Q22 (DEFINED LOCALLY) 'kj~iiD MkNTIONED IN (~23' 91!TIONAL FOR ANY. B. QU What do you remember seeing or bearing from the advertisements of (mention EXY _%,~:;..--BRANDS RECALLED by the respondent in Q22'and Q23) ? (FDCED PROBE) i-7Write in verbatim beloic BRAND I BRAND 2 (6) List Obramds shoves should include a wide selection of brmds in the market. It is also reconuvended that a dummy brand be added to the ust or photographs to probe for spurious recall I overclaiming. C:) C) -- \0 BATCo document for Legal Services: Health Canada 22 October 1999 ETC... Q25 Where did you see or hear tbc advertising for (MENTION BRAND)? Record in grid below. More than one coding is possible. ~ RECORD FOR EACH BRAND BRAND 1 BRAND 2 BRAND 3 BRAND4 BRANDS .... etc List to be refined locallv e.g. National newspaper Local newspaDer Magazine Billboard Television In store Nrindow) In store (cigarette co=ter) I street/lavost signs Tam rabs Cinema Sponsored event Radio Other WRITE IN. Don't know 026 OPTIONAL (RECOMMENDED FOR MARKETS WHERE A WIDER COMBINATION OF MEDIA IS AVAILABLE) ....... Have you seen or heard any-advertising for (MENTION BRAND) in any other place mentioned in Q25 such as (READ LIST BELOW)?_ Code below.- PLEASE-ROTATE-LIST, LE. VARY-ORDER-OF MENTION OF -------MDLA VEHICLES MENTIONED.- RECORD FOR EACH BRAND BRAND I BRAND2 BRAND3 BRAND4 BRANDS .-.etc... List to be defted locallv e.g. Nat nal newspaper Magazine 'Billboard Don't know V1 (Z) BATCo document for Legal Services : Health Canada 22 October 1999 SPONSORSHIP THIS SECTION CAN BE AMENDED TO ENABLE TRACKING OF REGIONAL SPONSORSHIP EVENTS AND IS ONLY MANDATORY WHEN SPECIFICALLY REQUESTED FOR INCLUSION BY BRANDMANAGEMENT. Q27. As you may be aware, some companies sponsor events for their brands or products. Am. you-swam of any cigarette brand sponsorship ofevents? GO TO ME- 28 NO 0 Q28 Could you tell me which cigarette brands or companies sponsor events? Any others ? (FIXED PROBE) - Code Order Of Mention In Grid Below. Q29: With which event do you associate (MENTION BRAND/COME ANY)? Any othersIx P (FIXED PROBE) - - Write In Grid Below. I List ofBmnds/Comixmies Code order of mention Write in eventlactivirv Q30 Now I am going to mad out a list of events Could you tell me which c igarettc brands, if any, You associate with each event? Any othere READ OUT LIST.'CODE BELOW. CODE ORDER OF MENTTON. MORE THAN ONE CODE IS POSSIBLE. BATCo document for Legal Services : Health Canada 22 October 1999 List to be compiled locally in line with main own and competition sponsorship activities and Brand Management Information requirements. e.g.: Formula 1, Soccer, Golf, Badminton, Formula Indy, One day cricket, Rock Concerts etc. Brand List Formula I Etc. I None 9, Qn BATCo document for Legal Services : Health Canada 22 October 1999 I BRANDIMAGE The next question is divided into 4 parts: - BRAND IMAGE - USER LAAGE - SENSORY MAGE - PRODUCT-RELATED MAGE Q31 Record the following brands from the questionnaim Regular Brand Spontaneous Awareness Brands (excluding Regular Brand) to I st mentioned 2nd mentioned 3rd mentioned 4th mentioned 5th mentioned etc. Key Strategic Brands (selected intemally in the E2Mpany) Brand A Brand B Brand C Brand D Brand E 11 Brand F Brand G etc... SELECT ONLY STRATEGIC BRANDS THAT THE CONSUMER IS AWARE OF, I.E. THE BRAND MUST BE PRESENT IN BOTH TABLES Start with the first Section according to the coded colour paper. Then ask the questions for the other 2 Sections according to the table below. Attributes should be rotated within each Section. CD 4L-- 4~:* BATCo document for Legal Services : Health Canada 22 October 1999 COLOUR+ BLUE GREEN PV[K YELLOW ORDER 4 IST BRAND PRODUCT SENSORY USER IMAGE RELIMAGE IMAGE IMAGE 2ND USER BRAND PRODUCT SENSORY IMAGE IMAGE REL IMAGE IMAGE 3RD SENSORY USER BRAND PRODUCT IMAGE IMAGE IMAGE REL IMAGE 4TH PRODUCT SENSORY USER BRAND j RELIMAGE I IMAGE IMAGE I Q32 I would now like you to rate the (-.) brands shown in these photographs. There is a special way of doing this. - Show BOARD I. Shuffle all Brand Photographs. You can see that this board is divided into boxes. (the number of boxes must be exactly equal to the number of brands evaluated in this section, i.e. ten brands = ten boxes). I am-going to ask you to use this scale to rate these cigarette brands on a list of words that have been used by other respondents to describe the images of different cigarette brands. I BRAND IMAGE The descriptions I am going to show you are some words and phrases that could apply to BRANDS. Place a brand near to whichever description comes closest to your views on the image of that brand. For example, if the scale was "Exciting" and "Boring" and if you think a brand is Exciting, you would give it a score near this end of the scale (Point to 1, 2 and 3). If you think the brand is Boring you would give it a score near this end of the scale (Point to 8, 9 and 10). If You think the brand is in between, then give it a score around here (Point to 4, 5, 6 and 7). You can give 2 brands the same score, by placing them on the same bo~_ 0, USER IMAGE The descriptions-I sim'joing to show iou ari sbme'v4kli ind'~phrises that could apply to the TYPE OF PERSON who couli smoke a particular brand. Place a brand near to whichever description comes closest to your views on the people you would expect to :smoke that brand. an For example, if the scale was "Intelligent people" and "Not Intelligent People d if you think a brand is for Intelligent people, you would give it a score near this end of the scale (Point to 1, 2 and 3). If you think the brand is -for Not Thtelligent People you i 74culd give it a score near this end or the scale (Point to 8, 9 and 10). If you think the brand is smoked by people who are in between, then give it a score around here (Point -to 4, 5, 6 and 7). iOu can give 2 brands the same score,. by placing them on the same Ln boy- C) BATCo document for Legal Services: Health Canada 22 October 1999 SENSORY IMAGE The descriptions I am going to show you are some words and phrases that could apply to the EXPECTED SMOKING EXPERIENCE OF CIGARETTES FROM THAT BRANDS. Just looking at the packs, these words describe what you may expect the cigarettes inside the packs to smoke like, relying on the image of the packs to make your prediction. Place a brand near to whichever description comes closest to what you think the cigarettes inside the pack would be like. For example, if the scale was "Good Taste" and "Bad Taste" and if you think a brand is likely to have a good taste, you would give it a score near this end of the scale (Point to 1, 2 and 3). If you think the brand is likely to have a bad laste, you would give it a score near this end of the scale (Point to 8, 9 and 10). If you think the brand is in between, then give it a score around here (Point to 4, 5, 6 and 7). You can give 2 brands the same score, by placing them on the same box. PRODUCT-RELATED IMAGE The descriptions I am going to show you are some words and phrases that could apply to the PRODUCT PERCEPTIONS THAT DO NOT HAVE A DIRECT LINK WITH THE SMOKING EXPERIENCE. Place a brand to whichever description you think best represent the brand's situation in the market. For example, if the scale was "Has a High Quality Pack" and "Eas a Poor Quality Pack" and if you think a brand is likely to have a high quality pack, you would give it a score near this end of the scale (Point to 1, 2 and 3). If you think the brand is likely to have a a poor quality pack, you would give ij a score near this end of the scale (Point to 8, 9 and 10). If you think the brand is in between, then give it a score around here (Point to 4,5, 6 and 7). You can give 2 brands the same score, by placing them on the same box. , Place Attribute "A". In this case you can see it is (Read Attribute). At the other end of the scale I am going to place a card or description that is an opposite or near opposite of the first attribute. Place Attribute "B"_ "In this case you can see it is (Read Attribute). Where would you place these brands on, this scale? When first brand has bee, d ands. Tell ~_place repeat for second and subsequent br it'a iieipwi~nt that, if he/she thinks i ppropriate. more than one brand can oqcupy.the -same square. I t -i r eac1F5___ I t9F nee spondent has inished, wnii' 5coRsTF rana, rcmRy~vg,;he ATTRIBUTE CARDS as you go. Ensure each brand is coded. GO TO neft attribute pair until all Attributes have been rated. Complete-111-4 batterieL BATCo document for Legal Services : Health Canada 22 October 1999 a Record responses in GRIDS Q 1, Q 11, Q III and QIV. GRED Q I BRANDIMAGE BrandA BrandB BrandC Brandl) ... Ordinary Prestioious Traditional Modern Formal Casual Local International Record order of asking each attribute in the brackets of left column. GRED Q II USER IMAGE Brand A Brand B Brand C Brand D Feminine Masculine Old Youn2er Serious Fun-LovinL, Record order of asking each attribute in the brackets of left column. GRID Q M SENSORY DIAGE Brand A Brand B Brand C Brand D Kid Strong Harsh smooth Hard Draw Easv Draw Unsatisfying Satisfying Unpleasant Pleasant avour Flavour Record order of asking each attribute in the brackets of left column. GRID'Q IV 'PROliUCT RELATED IMAGE Brand A Brand B, Brand C Brand D Cheap Expe"ve Pooriv Made Well Made Limited Widdy Arailabilitv Available Poor Value Good Value for Monev for Monev Record order of asking each attribute in the brackets of left column. BATCo document for Legal Services : Health Canada 22 October 1999 OVERALL EVALUATION I Brand A Brand B Brand C I Brand D Ima I unappealing to M, ge Lnage is appeals tome I NOTE: ORDER OF RATING ATTRIBUTES IS ROTATED BY RESPONDENT WITH THE ATTRIBUIE (IMAGE APPEALS TO ME VS. IMAGE IS UNAPPEALING TO NEE) NOT BEING ROTATED AND ALWAYS BEING TTIE LAST TO BE RATED. ORDER OF RATING BRANDS SHOULD ALSO BE ROTATED BY RESPONDENT. 9 9 Cn BATCo document for Legal Services : Health Canada 22 October 1999 …. L ~-~ t~4 0,®i- - 11~k~ (-n CD CD BATCo document for Legal Services : Health Canada 22 October 1999 I - BRAND LOYALTY / COMMITMENT Q31 Record the brands previously selected to be tracked in this section. NOTE: BRANDS TRACKED CAN BE DEFFERENT FROM BRAND IMAGE SECTION, AND IMERE IS NO NEED TO SCREEN FOR BRANDS THAT THE CONSUMER IS AWARE OF. Brands Selected (kev brands) Brand A Brand B Brand C Brand D Brand E Brand F Brand G etc... SHOW RESPONDENT GRID. PROBE FOR UNDERSTADING OF STATEMENTS. 5HOW EACH BRAND PHOTOGRAPH. Brand A Brand B Brand C ... I.This is the only brand I would ever consider buying I smoking 2. This is one of my preferred brands 3. This is not one of my preferred brands but I would buy / use it under certain circumstances 4. 1 have heard of this brand, but I don't know much about it S. I have heard of this brand, but I don't know much about it 6. I've never heard of this brand 7. 1 know this brand and I woul4 never buy I smoke it (-n CD CD "0 BATCo document for Legal Services : Health Canada 22 October 1999 AOUT L A441;~l tAAA. U-1 4-- BATCo document for Legal Services : Health Canada 22 October 1999 COMPLETE DEMOGRAPMCS AND TERMINATE INTERVIEW. DEMOGRAPHIC CLASSIFICATION S'Ex MARITAL STATUS DAY OF WEEK _MTERVrEW Male Single Monday Female Married-" Tuesday Divorced/Separated Wednesday Widow/Widower Thursday Other WRITE IN Friday . Saturday Sunday ADDITIONAL DEMOGRAPHIC CLASSIFICATION TO BE AGREED LOCALLY. FOR EXAAVLE: HOUSEHOLD SIZE/POSITION -POSITION IN HOUSEHOLD OCCUPATION OF THE RESPONDP-NT/HEAD OF HOUSEHOLD EDUCATION SOCIAL CLASS INCOME REGION - URBAN/RURALJSENff-RURAL TYPE OF HOUSE MAINLANGUAGE LITERACY t I 4~. BATCo, document for Legal Services: Health Canada 22 October 1999