Study of Consumer Preference Between

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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:

Guideline

625 Avenue of the Americas

New York, NY 10011

February, 2006 TABLE OF CONTENTS

Page #

BACKGROUND AND PURPOSE ------------------------------------------------ 1

STUDY AUTHORSHIP AND RESPONSIBILITY ----------------------------- 2

CONCLUSIONS --------------------------------------------------------- ------------- 3

METHOD

OVERVIEW ------------------------------------------------------------------- 4

STUDY DESIGN ------------------------------------------------------------- 5

THE RELEVANT UNIVERSE OF INTEREST------------------------- 6

SAMPLING PLAN ---------------------------------------------------------- 7

DOUBLE-BLIND INTERVIEWING ------------------------------------- 10

INTERVIEWING PROCEDURES ---------------------------------------- 11

RESPONDENT VERIFICATION----------------------------------------- 13

CHECK-IN PROCEDURES------------------------------------------------ 14

DATA PROCESSING ------------------------------------------------------- 14

INTERVIEWING PERIOD------------------------------------------------- 14

STATISTICAL ANALYSIS------------------------------------------------- 15



APPENDIX A: CURRICULUM VITAE OF STUDY S AUTHOR

APPENDIX B: QUESTIONNAIRES

APPENDIX C: FIELD INSTRUCTIONS

APPENDIX D: VALIDATION QUESTIONNAIRE AND LETTER

APPENDIX E: COMPUTER TABLES Page 1

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. Page 3

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 40.0

No 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. Page 4

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 of

survey 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 experts

in 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 questions

when 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 for

which the data will be used.

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

accordance with generally accepted standards of procedure in the field.

9. Once gathered, the data be accurately analyzed and reported.

These criteria are discussed in greater detail on the following pages. Page 5

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

tape. A movie was selected because it has been recorded in high-definition format --

Big Momma s House. A short segment was selected from this movie, on the basis that it



included indoor as well as outdoor footage, and bright and dimly lit as well as high and

lower-contrast scenes. Page 6

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 simultaneous

viewing 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 in

a 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, frontprojection orrear-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.

The survey excluded persons employed in fields which would give them special

knowledge or insight about this subject, namely those working in advertising or market

research, or for a manufacturer of or for a distributor or store that sells televisions.

Similarly, persons who had an immediate household member so employed were Page 7

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 UNIT

1. Census regions

2. Metropolitan Areas within regions

3. Shopping malls within Metropolitan Areas

4. Respondents within shopping malls

1. Census Region Selection

In accordance with generally accepted standards, the study was conducted in

each census region -- Northeast, South, Midwest and West -- thus obtaining a

cross section of residents from all parts of the country. Page 8

2. Metropolitan Area Selection

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

developed by Professor Martin R. Frankel

1

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 112

Metropolitan Areas

2

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

1

Martin R. Frankel, Ph.D. is Professor of Statistics and Computer Information Systems at the BernardM. Baruch

College, City University of New York. Professor Frankel is the Chairman of the Research QualityCouncil of the

Advertising Research Foundation. He has served as the Chairman of the Survey Research Section of the American

Statistical Association and as Standards Chair of the American Association for Public OpinionResearch. Dr. Frankel

is the author of several publications on the methods and theory of survey sampling.

2



The term Metropolitan Areas is used in accordance with the definitions of the U.S. Bureau of theCensus. In New

England, Metropolitan Areas follow the definitions of NECMAS (New England County MetropolitanAreas) as

defined by the U.S. Bureau of the Census. Page 9

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 Mall

Baltimore Arundel Mills Mall

Chicago Golf Mill Center

Chicago Louis Joliet Mall

New York Sunrise Mall

New York Palisades Center Mall

San Francisco West Valley Mall

San Francisco Southland Mall

4. Respondent SelectionIt 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



years and older were approached in three age groupings proportionate to their

presence in the population. In this manner, these age groups were correctly

represented for the purpose of determining eligibility according to census

demographics. Page 10

Based on available data

3

, 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 study s purpose and sponsorship. Without such knowledge, there is little

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

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

on the respondents in this regard, or to modify their recording of a respondent s



answers so as to be helpful .

3

Source: U.S. Census Projections for 2005. Page 11

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 viewing

in a well-lit room

Standard recommended for normal viewing condition with

subdued room lighting

Cinema for watching movies in a darkened room. It provides a

soft, 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.

In accordance with the recommendation in the Panasonic manual for using the

Cinema setting, all viewing in this study took place in a darkened room. Only a



minimal degree of light was permitted during viewing so that the interviewer could

navigate the room to turn the lights back on when viewing was done. Page 12

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 Momma s House had been selected to

include outdoor and indoor footage, and bright and dimly lit as well as high and lowercontrastscenes. 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 they

thought 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

(Dell) costing less than TV #579 (Panasonic). Within each of these one-half subgroups,

half the respondents were asked about the $500 differential first and half were asked

about the $100 differential first.

Respondents who initially selected TV #579 (Panasonic) at a price difference of $500



were not asked to state a preference at a price difference of $100. The tabulations Page 13

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 thesame TV if it cost

$500 less.

Having obtained preference information from a respondent, interviewers now

identified 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 these

TVs? (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.

A listing of each respondent's name and phone number was sent to Outfielders of

Eastchester, NY, an independent telephone interviewing service, for verification.

This independent validating service was given the responsibility of attempting to

recontact respondents by phone to confirm that: Page 14

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 validation

procedure 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 interviewer s recording of the responses

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

verification. That is, each and every respondent s 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 11

th

, 2006,

with pauses during the Thanksgiving and Christmas holidays occurring in this interval. Page 15

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 higher



preference 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. APPENDIX A

CURRICULUM VITAE OF STUDY S AUTHOR Robert N. Reitter

Employment

1990 - President and Testifying Expert, Guideline Legal

Designed and supervised more than three hundred surveys

intended to withstand adversarial scrutiny, including

Trademark, Trade Dress, Advertising Perception, and Claims

Substantiation 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 Business

Bureau.

Testified at deposition and/or trial in many federal and state

court 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 the

food, 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 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

Publications and Speeches since 1993

Implementation Issues in Claims Substantiation Seminar at a meeting of the

Advertising Research Foundation, New York, 1997

What You Need to Know to Be Successful before the NAD The 8

th

National

Advanced Forum for Advertising Law, New York, 2001

ASTM Standards for Claim Substantiation from a Research Practitioner s

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



Survey Research and Dilution Presentation to the Practicing Law Institute, New

York, 2004APPENDIX B

QUESTIONNAIRES GUIDELINE RESEARCH CORPORATION Job #D51-035

3 West 35th Street

New York, New York 10001 November, 2005

PLASMA TV STUDY

- S C R E E N E R -

5 - 1

FACILITY: (6)

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

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

Chicago #1.................... 3

Chicago #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 areonly

asking 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 store

that 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-use

screener.

Terminate Q. A: Related Occupation

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

Terminates at Q. A do not count towards screening quota.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 Æ Terminate. Circle in box below. Erase

and re-use screener.

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

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

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

Check screening quotas. If needed

continue. If over quota terminate.



Circle in box below. Erase and re-use

screener.

(Do Not Read)-> Refused ...................................... X Æ Terminate. Circle in box below. Erase

and re-use screener.

Terminate Q. B: Under age/over quota/refused

01 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 pastthree

months?

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

screener.)

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

Terminate Q. C: Recently interviewed

01 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. I d like to ask you some questions about high-end TVs, such as are shown on this card. Have youseen

or heard of such high-end TVs?

(17)

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

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

Don t know......................... X

Æ(Terminate, record in appropriate box below,



erase and re-use screener.)

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

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

MALES FEMALES

18 - 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,

11 12 13 14 15 16 17 18 19 20 19) 11 12 13 14 15 16 17 18 19 20 25)

35 - 49 35 - 49

01 02 03 04 05 06 07 08 09 10 (20, 01 02 03 04 05 06 07 08 09 10 (26,

11 12 13 14 15 16 17 18 19 20 21) 11 12 13 14 15 16 17 18 19 20 27)

50 or older 50 or older

01 02 03 04 05 06 07 08 09 10 (22, 01 02 03 04 05 06 07 08 09 10 (28,

11 12 13 14 15 16 17 18 19 20 23) 11 12 13 14 15 16 17 18 19 20 29)

Terminates at Q. D Do Count Toward Screening Quota. D51-035 Screener / Page 3

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

(30)

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

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

Don t know.............. 3

Æ (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)

Don t know....................................... 5

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

(Terminate, record in appropriate box

after 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-end

TVs ? Are you (Read list)

(32)

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

Equally the decision maker with someone else,

or........................................................................... 2

Æ (If yes in Q. E1, skip to

Q. H. If no or don t

know in Q. E1, ask Q. G.)

Not the main or equal decision maker .................. 3 Æ (Terminate, record below,

erase and re-use screener.)

Terminate Q. F: Not the main or equal decision maker

MALES FEMALES

18 - 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



01 02 03 04 05 06 07 08 09 10 (35, 01 02 03 04 05 06 07 08 09 10 (41,

11 12 13 14 15 16 17 18 19 20 36) 11 12 13 14 15 16 17 18 19 20 42)


01 02 03 04 05 06 07 08 09 10 (37, 01 02 03 04 05 06 07 08 09 10 (43,

11 12 13 14 15 16 17 18 19 20 38) 11 12 13 14 15 16 17 18 19 20 44)

Terminates at Q. F Do Count Toward Screening Quota. D51-035 Screener / Page 4

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

(45)

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

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

Don t know.............. 3

(Terminate, record in appropriate box below, erase and

re-use screener.)

Terminate Q. E2/G: Has not purchased High-end TV in past 12 months/or purchased High-end TV

type not listed or don t know type purchased and not planning to purchase in next 12 months.

MALES FEMALES

18 - 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 - 49

01 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)


01 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 Æ (Ask Q. I)

No ........................... 2 Æ (Skip to Q. J)

I. Do you have them with you?

(59)

Yes.......................... 1 Æ (Ask Q. J)

No ........................... 2 Æ (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 respondents

to view the same high-definition scenes on two large televisions, and then tell us which televisionthey

prefer. As a way of thanking you, you will receive $5.00 for your participation. The interview willtake

less than 10 minutes. Go to main questionnaire. If qualified but refused, terminate. Circle in box

below. Erase and re-use screener.)

Willing to participate .................................................1

Not willing to participate ...........................................2

Terminate Q. J: Qualified/Refused

01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 (62,63)

Terminates at Q. J do not count towards screening quota.64 - 80R GUIDELINE RESEARCH CORPORATION Job #D51-035 [V1]

3 West 35th Street


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)


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




19-

20-

21-

22-

23-

24-

25-

26-

27- 28- 29- 30- 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

(point

to TV #579) costs $500 more than TV #658 (point to TV #658). Taking both these prices and the

picture quality into account, which TV, if either, do you prefer? Is it TV #658 (point to #658), or TV579

# (point to #579)?

(31)

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

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

No preference......... X Æ (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? Isit

TV #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 TELEVISION

AND 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-

41- 42- 43- 44-

45 - 80R D51-035 Main Q re [V1] / Page 3

[PRINT]

RESPONDENT'S FULLNAME:______________________________________________________________________

ADDRESS:

__________________________________________________________________________________ ___

CITY: _______________________________________ STATE: ____________________ ZIP: _________________

AREA CODE: ______________ TELEPHONE NUMBER: _______________________________________________

[PRINT]

INTERVIEWER S 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 price



and picture quality into account.

RESPONDENT'S

SIGNATURE:

DATE:

INTERVIEWER

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

INTERVIEWER S

SIGNATURE:

DATE: GUIDELINE RESEARCH CORPORATION Job #D51-035 [V5]

3 West 35th Street


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)


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)


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


19-

20-

21-

22-

23-

24-

25-

26-

27- 28- 29- 30- D51-035 Main Q re [V5] / 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 the

picture 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 Æ (Skip to Q. 5)

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


Æ (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? Isit

TV #579 (point to #579), or TV #658 (point to #658)?

(32)

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

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


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

AND 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-

41- 42- 43- 44-

45 - 80R D51-035 Main Q re [V5] / Page 3

[PRINT]



RESPONDENT'S FULLNAME:______________________________________________________________________

ADDRESS: __________________________________________________________________________________ ___

CITY: _______________________________________ STATE: ____________________ ZIP: _________________

AREA CODE: ______________ TELEPHONE NUMBER: _______________________________________________

[PRINT]

INTERVIEWER S 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 price

and picture quality into account.

RESPONDENT'S

SIGNATURE:

DATE:

INTERVIEWER

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

INTERVIEWER S

SIGNATURE:

DATE: APPENDIX C

FIELD INSTRUCTIONS GUIDELINE RESEARCH CORPORATION Job #D51-035

3 West 35th Street Plasma TV Study


INTERVIEWER INSTRUCTIONS



INTERVIEWER S 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 beshown the

two Plasma TVs, and then asked questions about them.

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

Qualified respondents will then be escorted back to the interviewing facility to be shown the PlasmaTVs and

asked some questions about them. Interviewers are to administer the interview as written andshow the correct

plasma TV at the specified time. You must make sure the TVs and videotapes are set and readybefore each

interview. 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 ControlSheet to

determine your exact quota assignment.

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 fallsignificantly

short 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.#D51-035 Page 2 of 6

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 yourquota have

termination boxes that are also broken down by sex and age. It is imperative that when terminatinga respondent

you circle the next available number in the appropriate sex and age group for that terminatedrespondent. This is

the 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 thescreener in

the 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 listedoccupations

(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 3months (Q.C)



Respondent has seen or heard of high-end TV s such as (plasma TV, LCD flat-panel TV, front-projection

TV, rear-projection TV) (Q.D)

Respondent is either the main decision maker or equally involved in the decision making about

purchasing

items such as high-end TV s (Q.F)

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

(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

Do not interview friends, relatives or acquaintances.

When screening for this study you must not screen for any other study at the same time.

Only one potential respondent in a group of people may be screened.

Only one potential respondent is to be in the interviewing room at the time of the interview.

Anyone accompanying the respondent must wait for the respondent in the waiting room.

Be sure the respondent does not see the stimuli before it is indicated to be shown. Do not proceed to interview anyone who has a hearing, visual or English language problem.

#D51-035 Page 3 of 6

SCREENER QUESTION BY QUESTION INSTRUCTIONS

SCREENER:

Be sure you are familiar with the circle screener method of termination. If you are not, ask yoursupervisor to

explain it to you. For any answers which disqualify the respondent, you are to circle the nextavailable number

in the termination box, erase and re-use screener. Do NOT erase any of the circles around thenumbers in the

termination boxes. If all the numbers in a termination box have been circled before you contact aqualified,



willing respondent, you are to return the screener to your supervisor. Write in your name, circleyour city and

mark 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

18

years 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 notcount

toward your screening quota.

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

If under18 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 screeningquota.

Q.D: Hand Card D. If yes to heard of high-end TV s continue. If no/don t know terminate. These

terminates do count toward your screening quota.

Q.E1: If yes continue with Q.E2. If no/don t 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 TVs

continue with Q.F. If don t know/none of the above terminate. Record these terminates in the

termination 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 decisionmaking

process refer to Q.E1. If the respondent said yes in Q.E1 skip to Q.H. If no or don t know in

Q.E1 ask Q.G. If not the main or equal decision maker in Q.F terminate. These terminates docount

toward your screening quota.

Q.G: If yes ask Q.H. If no/don t know terminate. These terminates do count toward yourscreening

quota.



Q.H: If yes ask Q.I. If no skip to Q.J.

Q.I: If yes continue. If no terminate. These terminates do not count toward your screeningquota.

Q.J: Invite the respondent to participate, continue with the main questionnaire. If the respondent

refuses,

terminate. These terminations do not count toward your screening quota. #D51-035 Page 4 of 6

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 thatshould be

asked exactly as it appears.

Under no circumstances are you to discuss the TVs with the respondent. Read the questionsreferring to the

TVs 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 THE

VIDEO TAPES BEING REWOUND TO THE APPROPRIATE STARTING POSITION. VERIFY THAT

THE TV SETS ARE READY FOR VIEWING.

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

DELL 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 SHOWN

FIRST/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 inthe box at

the top of the page. #D51-035 Page 5 of 6

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 6-6

Price 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 6-8

Price 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

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

Price Differential For Rotation 3 at Q.4 for TV#658 changes to = $500 less

Blue Rotation 6-4

Price Differential For Rotation 4 at Q.3 for TV#658 = $500 less

Price Differential For Rotation 4 at Q.4 for TV#658 changes to = $100 less #D51-035 Page 6 of 6

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 a

minimal 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, theoverhead

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(#579

and #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 TV

respondent 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 segmentinstructions.

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/no

preference 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



Blue Versions 2 and Version 3



Q.4: Read verbatim. When making reference to the TV point to the TV you are referencing. Record

response.

Q.5: Place appropriate Brand Card on each television. Read verbatim. Record response.(PANASONIC TV

IS #579 AND DELL TV IS #658). Then go to the Certification Page. #D51-035 Page 7 of 6

SECURITY:

You are responsible for all materials being used on this study. Stimuli must be locked up when notworking

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 thematerials

without your first calling Guideline to confirm. Further, no one is to be permitted access to thefacility or



materials 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, signand

date certification page.

3. Thank respondent.

4. Staple the screener to the main questionnaire and give it to your supervisor. Job #D51-035

Plasma 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 beshown two

Plasma TVs, and then asked questions about them.

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

Qualified respondents will then be escorted back to the interviewing facility to be shown the PlasmaTV s and

asked some questions about them. Interviewers are to administer the interview as written andshow the correct

plasma TV at the specified time. You must make sure the TVs and videotapes are set and readybefore each

interview.

ALL ELECTRONIC EQUIPMENT WILL BE PICKED UP AT YOUR FACILITY BY GRCREPRESENTIVE AT CONCLUSION OF THE STUDY. MISSING ELECTRONIC EQUIPMENT

WILL BE CHARGED BACK AT RETAIL VALUE. THE RETAIL VALUE OF THE COMBINED

PIECES IS $10,000. #D51-035 Page 2 of 5

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

significantly

short 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 yourquota have

termination boxes that are also broken down by sex and age. It is imperative that when terminatinga respondent

you circle the next available number in the appropriate sex and age group for that terminatedrespondent. This is

the 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 thescreener 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 thewhite cell

will always see TV #579 First and TV #658 Second. Respondents will not know the brand names of these TV

sets until the completion of the interview.

Within the white cell there are four different rotations of the main questionnaire. The mainquestionnaire has

been interleaved and must be used in the order provided. It is crucial that the questionnaires areused in 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. #D51-035 Page 3of 5

Example White Cell:

Cell Rotation TV Shown

First

TV ShownSecond

Price

Differential

for TV



#579 at Q.3

Price

Differential

for 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 theblue 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 mainquestionnaire has

been interleaved therefore them must be used in the order provided. It is crucial that thequestionnaires are used



in order provided in order to obtain an equal number of completed interviews across both rotations.The

difference 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

Differential

for TV

#658 at Q.3

Price

Differential



for TV

#658 at Q.4

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

Blue 6-4 #658 #579 $500 Less $100 Less #D51-035 Page 4 of 5

BRIEFING

Field supervisors must have read and examined all materials to be completely prepared for thestudy. The field

supervisor must be present at the briefing and be present for all days of interviewing on the study.A field kit of

all 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 briefingis

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

Interview.

PLEASE KEEP ON EYE ON:

(1) APPROPRIATE TV IS SHOWN AT THE INDICATED TIME AS IT CORRESPONDS THE MAIN

QUESTIONNAIRE

(2) INTERVIEWER MUST KNOW HOW TO SET THE TAPES TO THE PROPER STARTING POINT

AND HOW TO STOP THE TAPES AT THE RIGHT SCENE.

(3) APPROPRIATE LIGHTING CONDITIONS AS INDICATED IN THE INTERVIEWERS

INSTRUCTIONS.

(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 anyactual

interviewing is begun. (Each interviewer's signed Instructions are to be stapled to the Practiceinterview and

returned 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 qualitycontrols be

strictly 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.

No one is to be in the interviewing room with the respondent.

Anyone accompanying the respondent must wait for the respondent in the waiting room.

Be sure the respondent does not see the cards before they are indicated to be shown.

Interviewing should not be conducted with anyone who has a hearing, visual or English language

problem.

SECURITY INSTRUCTIONS #D51-035 Page 5 of 5

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 sight

of 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 the

materials without you first calling Guideline to confirm. Further, no one is to be permitted access to

the 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 aninterviewer s attention. #D51-035 Page 6 of 5

In editing check for:

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

Following proper skip patterns exactly don t 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 assoon as possible

and 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

interviewer s 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 workand

note 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 phone

number. 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 bereceived by

us 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.

RETURNING WORK

Remember to insure packages for $500.00.

Return work as per schedule to Guideline Research Inc.



Completed interviews are to be bundled together by interviewer with that interviewer sValidation

Sheet on the top of the pile. #D51-035 Page 7 of 5

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 "ForTallies

Only". Label this bundle "Screener -- Tallies Only".

Return all PRACTICE interviews.

Enclose Master/Final Progress Report Forms. #D51-035 Page 8 of 5

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 Federal

Express 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 specifiedabove are

included with your completed questionnaires, unless otherwise specified. If you "forget" we willhave to

deduct 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 Valentin

Field Director APPENDIX D



VALIDATION QUESTIONNAIRE

VALIDATION LETTER GUIDELINE RESEARCH CORPORATION Job #D51-035

3 West 35th Street Plasma TV Study

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 astudy

was done in your area and we're calling to thank you for your participation and to confirm a fewpoints.

1. Recently, did you take part in a survey where you were shown a program on two plasma TV s andwere

asked some questions about your preference between the TV s?

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

NO.......................... 2 Æ (Before terminating, be sure no one else in

household 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 Æ (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 Æ Ask Q.4

NO/Don t Know ...... 2 Æ 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 Æ Ask Q.5

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

Don t know/

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

5 Æ Terminate. This respondent does not qualify. 5. What is role within your household in makingdecision about purchasing items such as high-end TV s?

(Read List)

The main decision maker .. 1

Equally the decision maker

with someone else, or .......

2 Æ If yes in Q.3, conclude interview thank

respondent. This respondent qualifies.

Not the main or equal

decision maker ..................

3 Æ Terminate. This respondent does not qualify.

(If no/don t 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 Æ Conclude interview, thank respondent.

NO/Don t Know ...... 2 Æ Terminate. This respondent does not qualify.

Thank you! APPENDIX E

COMPUTER TABLES 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 INPAST 12 MONTHS

6 Q.F ROLE WITHIN HOUSEHOLD FOR PURCHASING HIGH-

END TV PLASMA TV STUDY #D51-035

Table 1

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 PLASMA TV STUDY #D51-035

Table 2

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

#579

(PANA- #658

SONIC) (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


#579

(PANA- #658

SONIC) (DELL)

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


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


#579

(PANA- #658

SONIC) (DELL)

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


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


#579

(PANA- #658

SONIC) (DELL)

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


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 2

BUYING 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


#579

(PANA- #658

SONIC) (DELL)

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


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 33

FUZZY/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 9

3.2 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


#579

(PANA- #658

SONIC) (DELL)



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


SOUND WAS MUFFLED/UNCLEAR 3 2

1.0 0.6

OTHER LACK OF SOUND QUALITY - -

MENTIONS - -

MISCELLANEOUS NEGATIVE

NOT ANY BETTER THAN WHAT I - 1

HAVE 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

TOTAL

=======

TOTAL RESPONDENTS 312



MALE 153

49.0

18-34 61

19.6

35-49 54

17.3

50 OR OLDER 38

12.2

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

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

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

TOTAL

=======


MAIN DECISION MAKER 166

53.2

EQUALLY THE DECISION MAKER WITH 146

SOMEONE ELSE 46.8

GUIDELINE RESEARCH CORPORATION

Study of Consumer Preference Between

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