hr. E.P. Wilkes Dr. L. fliller
L" 12 June 194S
Analysis of Data from Far East Pesearch
Further to otir rneeting on Friday morning. I
provide you with an ou-.1ine of
the priori-ties -as far as the analysis of data
collected in the Par East is
concernee. I's we agreee.. sortin; out the cluster
analysis routine to Aeal
with the crnss cultural component of tne research
design is the ra 'Jor
priority. A' survary of the design of the
experi-ment is snown below.
(Diagrar 1).
Uiacram I
Researcti Design
U.K. StudY Sin;aoore Sturiy Palaysian Stucly
(30 Britis, SurJects) (30 Chinese SuLjects) (1t.,
Malay, V,
Chinese Subjects'
Singa:)ore 6an-.ry/
Sincacore Oacks
l
Singapore :,an-.r_y/ x
1 U.K. PaCk's
!!alaysiar, Uan,.ry/ x
irialaYsiar ;acKs
alaysian k,anicry/
U.K. lac,,.s
U.K. -',antry/
1 U.K. Packs
It car Oje seen t"at all subjects (f,r-n Ii.r.,
Singapore and were
teste,1 on t~e 1-K. Gantry with U.r. Packs.
However, for the Gantries fror-
the Waysian ar- Singaporean markets (with both
U.K. and local 03cks) onlY
subjects ir tre respective markets 8,ir in the
U.K. were tested. blven tnis
and kno,,.,, ti:.:e constraints t4e focas of our
effort as far as the c-q-.'s
cultural P-!Alysis is concerned shoul,' tp o-,
analysis of routt-q o' ':racl:inq
across th(~ '.F. Gantry. If neceSSA!-y, -e ca,
check tne rplianili-y ),'
the results wi--, respect to clifforen', Styles Of
Cantry -~y takin-~ ?. Stall
sub-sa-0. of "L-~arisons across eacli of the Far
Eastern (iantrips.
Q4
(71
Lrl
BATCo document for Province of BritiSh Columbia 14
April 1999


For the U.K. -i2ntry, there were 64
slines/displays presented where five pack
facings of nn-- of four cigarette brands
(11arlboro, JPS, 555 Filter Kinas,
Du Mauripr) -pre presented in one of the 16
possible locations srown in
Diagrat- ?.
Diacram 2
Possiblp Locations of Taroet Packs
1 Y. 5 X 9 X 13 y.
X 6 X 10 X 14 X
3 X 7 X 11 X 15 X
a 8 X 12 X 16 X
Tne number of subjec'ts tested fror each market
anti their ethnic Status is
s-o-n in )ia;ran 1. in orrier to elicit visual
tracking the surjects' task
.~.-S to finr tne relevant target pack on each of
the slides. T,,us the data
flies are se-. uj~ on a sunjec- by subject basis
whereby sutiject classifications
are given ( 'f-.:!. sup.,ject nurler, sex, age,
socio-econcrniC status and ethnic
status) fnllcr~f!-i ny target branti and location
followed by co-or~'in2tes (derived
frrr. sampling the filr. every half second) giving
the routes of tracking over
tne slide/eis-,lay.
7 urrently, all data fror, the Singapore
subjects/U.K. Gantry is availanle and
r.OSt of the cat? fror tne Malaysian subjects/U.K.
Gantry. As 1 explained on
Friday, the !-!.K. part of the study is still
outstanding as it was necessary
tc obtain the slitles fror the Far East first.
How,-ver, Lander commitments
allowing, viis stucy will tie run during the first
two weeks of July.
I have arranQer for Philip Sandhu to accompany me
to our meeting on Thursaay
so that we can ciscuss tne transfer of data trom
the Apple to the Cyber and
t~~e way in vi~ich you would like the data
formatted.
L. MILLER
Copies to:
Dr. P. linns
Mr. H.F.D. Ufnonc'
Dr. T. -!~rji
Mr.P.P. Ferris
mr.D.1'.. Sandliu
C)
_1 bb
(_n
BATCo document for Province of BritiSh Columbia 14
April 1999