FOR TERMINATES, PLEASE CHECK BOX Job No. 5815/2540
Not primary shopper _ _ _ _ _ _ _ _ _ _
Under 18 _ _ _ _ _ _ _ _ _ _ ID __ __ __ __ __
No reading glasses _ _ _ _ _ _ _ _ _ _ 1-5-
Unable to read list _ _ _ _ _ _ _ _ _ _
Ref. during screener _ _ _ _ _ _ _ _ _ _
SITE INTERVIEW NUMBER: ___ ___ ___
Final Questionnaire Screener
(DO NOT READ)
Public reporting burden for this collection of information is estimated to average 20 minutes per response, including the time for reviewing instructions, searching existing data sources, gathering and maintaining the data needed, and completing reviewing the collection of information. Send comments regarding this burden estimate or any other aspect of this collection of information, including suggestions for reducing this burden to:
Reports Clearance Officer, PBS and to: Office Management and Budget
Hubert H. Humphrey Building, Room 721-H Paperwork Reduction Act
200 Independence Avenue, S.W. Project (0910-0300)
Washington, DC 20201 Attn: PRA Washington, DC 20503
*******************************************************************************************
CIRCLE APPROPRIATE MARKET: 6-
| 1 - Birmingham, AL | 3 - Dayton, OH | 5 - Philadelphia, PA | 7 - San Jose, CA |
| 2 - Charlotte, NC | 4 - Houston, TX | 6 - Phoenix, AZ | 8 - Waterbury, CT |
BAG NUMBER FOR TEST: ___ ___
7- 8-
(READ)
Hello, I'm _______________________ with ______________________ here in the mall. We are conducting a study for the U.S. Food and Drug administration (FDA) about how people use food label information. FDA is particularly interested today in the opinions of those who do the food shopping for the family.
0.1. How much of your household's food shopping do you do? (READ LIST)
9-
All of the food shopping. . . . . . . . . .1
Most of it. . . . . . . . . .2
About half of it. . . . . . . . . .3
Only a little of it, OR
None of it. . . . . . . . . .5 THANK AND TERMINATE
Don't know. . . . . . . . . .8 THANK AND TERMINATE
Refused . . . . . . . . . .9 THANK AND TERMINATE
INTERVIEWER: HAND RESPONDENT CARD 1
0.2. Please tell me the number that is to the right of the age group to which you belong.
10-
Under 18. . . . . . . . . .1 THANK AND TERMINATE
18-34. . . . . . . . . .2
35-54. . . . . . . . . .3
55-74. . . . . . . . . .4
75+. . . . . . . . . .5
Refused. . . . . . . . . .9 IF APPEARS UNDER 18, THANK
AND TERMINATE
0.3. In completing this survey you will be asked to read certain items. Do you require glasses to read?
11-
Yes. . . . . . . . . .1
No. . . . . . . . . . 2 SKIP TO Q.0.5
Don't know. . . . . . . . . .8 SKIP TO Q.0.5
Refused. . . . . . . . . .9 SKIP TO Q.0.5
0.4. Do you currently have those glasses with you?
12-
Yes. . . . . . . . . .1
No. . . . . . . . . .2 THANK AND TERMINATE
Don't know. . . . . . . . . .8 THANK AND TERMINATE
Refused. . . . . . . . . .9 THANK AND TERMINATE
INTERVIEWER: HAND RESPONDENT CARD 2
0.5. This survey involves reading some small print. To be sure you don't have a problem with it, please read the list to me.
13-
Respondent reads list. . . . . . . . . .1
Respondent unable to read entire list. . . . . . . . . .2 THANK AND TERMINATE
I'd like to invite you back to our facility to complete a survey that will take approximately 20 minutes. In appreciation for your time, you will receive $3.00.
I will be showing you some food packages and asking you a few questions about each package.
Job No. 5815/2540
Start time __ __ : __ ___ am/pm
6-9 10-
Final Questionnaire
INTERVIEWER: MAKE SURE THAT SITE INTERVIEW NUMBER AND BAG NUMBER FOR QUESTIONNAIRE MATCH THE SCREENER
SITE INTERVIEW NUMBER: ___ ___ ___
BAG NUMBER FOR TEST: ___ ___
11-
PRODUCT 1 IS BREAKFAST CEREAL 1
(CIRCLE ONE) YOGURT 2
CHEESE LASAGNA 3
1. About how often do you purchase [breakfast cereal/yogurt/frozen entrees like lasagna|? (NOTE: IF NEEDED, TELL THEM YOGURT DOES NOT INCLUDE FROZEN YOGURT.)
___ ___ TIMES PER: WEEK MONTH YEAR (CIRCLE ONE)
12-13 14- 1 2 3
OTHER: _____________
NEVER PURCHASE. . . . . . . . . .00
Don't know. . . . . . . . . .98
Refused. . . . . . . . . .99
INTERVIEWER: HAND RESPONDENT FIRST PACKAGE, WITH FRONT FACING RESPONDENT
(READ)
Please take a minute to read the information on this package.
INTERVIEWER: ALLOW RESPONDENT SUFFICIENT TIME TO EXAMINE PACKAGE. IF ONE MINUTE PASSES AND RESPONDENT IS STILL LOOKING, ASK "Are you finished or would you like a little more time?"
INTERVIEWER: AFTER THEY FINISH LOOKING, SAY:
(READ)
Feel free to look at this package at any time while I ask you a few questions.
INTERVIEWER: WHILE ASKING EACH QUESTION, OBSERVE WHAT THE RESPONDENT LOOKS AT TO ANSWER THESE QUESTIONS AND CIRCLE THE NUMBER CORRESPONDING TO WHETHER RESPONDENT LOOKED AT HEALTH CLAIM/FRONT OF PACKAGE OR NUTRITION FACTS. IF THEY LOOK AT BOTH FRONT AND NUTRITION FACTS LABEL, CIRCLE THE NUMBER CORRESPONDING TO "BOTH". THEY DO NOT LOOK AT EITHER, CIRCLE THE NUMBER CORRESPONDING TO "NEITHER."
INTERVIEWER: HAND RESPONDENT CARD 3
2. Thinking about ALL the information on this package, please rate how much you agree or disagree with each statement. Do you agree strongly, agree somewhat, disagree somewhat or disagree strongly that (READ ITEM)?
(RANDOM START A-C)
__ a. The package does a good job of telling me about the health benefits of this product.
15-
Agree strongly . . . . . . . . . .5
Agree somewhat. . . . . . . . . .4
Neither agree nor disagree. . . . . . . . . .3 FR NL Both Neither
Disagree somewhat. . . . . . . . . .2 16- 1 2 3 0
Disagree strongly. . . . . . . . . .1
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
__ b. The package gives me all the nutrition information I need.
17-
Agree strongly . . . . . . . . . .5
Agree somewhat. . . . . . . . . .4
Neither agree nor disagree. . . . . . . . . .3 FR NL Both Neither
Disagree somewhat. . . . . . . . . .2 18- 1 2 3 0
Disagree strongly. . . . . . . . . .1
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
__ c. I trust the information on the nutrition label.
19-
Agree strongly . . . . . . . . . .5
Agree somewhat. . . . . . . . . .4
Neither agree nor disagree
Disagree somewhat. . . . . . . . . .2 20- 1 2 3 0
Disagree strongly. . . . . . . . . .1
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
(ASK LAST)
d. Do you see any health information on the front of the package? FR NL Both Neither
21- 22- 1 2 3 0
Yes 1
No 2 GO TO Q.3
(IF YES) Do you agree strongly, agree somewhat, disagree somewhat or disagree strongly with this statement? I trust the health information on the front of this package. 23-
Agree strongly . . . . . . . . . .5
Agree somewhat. . . . . . . . . .4
Neither agree nor disagree. . . . . . . . . .3 FR NL Both Neither
Disagree somewhat. . . . . . . . . .2 24- 1 2 3 0
Disagree strongly. . . . . . . . . .1
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
3. Do you think everyone would get the same benefits from eating this product as a regular part of their diet, only some people, but not others, or would eating this product regularly not make that much difference to most people?
25-
Everyone would benefit. . . . . . . . . .1 SKIP TO Q.3a 26-
Some people would benefit. . . . . . . . . .2 SKIP TO Q.3b FR NL Both Neither
Not make much difference. . . . . . . . . .3 SKIP TO Q.3c 1 2 3 0
Don't know. . . . . . . . . .8 SKIP TO Q.4
Refused. . . . . . . . . .9 SKIP TO Q.4
IF EVERYONE WOULD BENEFIT, ASK:
3a. What kind of health benefits would people get from eating this product? (DO NOT READ) (PROBE) Any others? (ALLOW UP TO 4 RESPONSES)
Reduce the risk of heart disease. . . . . . . . . .01 Reduce risk of cancer 16
Reduce the risk of osteoporosis. . . . . . . . . .02 Regularity, relieve constipation 17
Reduce the risk of certain birth defects . . . . . . . . . .03 Low calorie 18
Reduce the risk of neural tube birth defects. . . . . . . . . .04
A healthy part of their diet. . . . . . . . . .05
A nutritional part of their diet . . . . . . . . . .06
Low fat. . . . . . . . . .07
Low cholesterol. . . . . . . . . .08
High calcium. . . . . . . . . .09 FR NL Both Neither
High fiber. . . . . . . . . .10 35- 1 2 3 0
High folic acid/folate. . . . . . . . . .11
Vitamins/minerals. . . . . . . . . .12
Low sugar. . . . . . . . . .13
Low salt/sodium. . . . . . . . . .14
Builds strong bones. . . . . . . . . .15
Other (ENTER VBA BELOW) . . . . . . . . . .97
________________________________________________________
________________________________________________________
Don't know. . . . . . . . . .98
Refused. . . . . . . . . .99
INTERVIEWER: GO TO Q.4
| 27-28 |
| 29-30 |
| 31-32 |
| 33-34 |
IF SOME PEOPLE WOULD BENEFIT, ASK:
3b. What type of people in particular would be most likely to benefit? (CHOOSE ONE - DO NOT READ)
36-37
Women/all women. . . . . . . . . .01 Babies 12
Caucasian/Asian women only. . . . . . . . . .02 Pregnant women 13
Teen/young adult women. . . . . . . . . .03 Older women 14
Caucasian/Asian teen and young adult women. . . . . . . . . .04 People with particular health problems 15
Women in their childbearing years. . . . . . . . . .05 Men/all men. . . . . . . . . .06
Adults only. . . . . . . . . .07
Children only. . . . . . . . . .08 38-
Older people. . . . . . . . . .09 FR NL Both Neither
Young people. . . . . . . . . .10 1 2 3 0
People trying to lose weight/on a diet. . . . . . . . . .11
Other (ENTER VBA BELOW) . . . . . . . . . .97
________________________________________________________
________________________________________________________
Don't know. . . . . . . . . .98
Refused
3b.1. What health benefits would [INSERT RESPONSE FROM 3B| get from eating this product? (DO NOT READ) (PROBE) Any others? (ALLOW UP TO 4 RESPONSES)
Reduce the risk of heart disease. . . . . . . . . .01 Reduce risk of cancer 16
Reduce the risk of osteoporosis. . . . . . . . . .02 Regularity, relieve constipation 17
Reduce the risk of certain birth defects . . . . . . . . . .03 Low calorie 18
Reduce the risk of neural tube birth defects. . . . . . . . . .04 39-40
A healthy part of their diet. . . . . . . . . .05 41-42
A nutritional part of their diet . . . . . . . . . .06 43-44
Low fat. . . . . . . . . .07 45-46
Low cholesterol. . . . . . . . . .08 47-
High calcium. . . . . . . . . .09 FR NL Both Neither
High fiber. . . . . . . . . .10 1 2 3 0
High folic acid/folate. . . . . . . . . .11
Vitamins/minerals. . . . . . . . . .12
Low sugar. . . . . . . . . .13
Low salt/sodium. . . . . . . . . .14
Builds strong bones
Other (ENTER VBA BELOW) . . . . . . . . . .97
________________________________________________________
________________________________________________________
Don't know. . . . . . . . . .98
Refused. . . . . . . . . .99
INTERVIEWER: GO TO Q.4
IF IT WOULDN'T MAKE A DIFFERENCE, ASK:
3c. Why wouldn't it make a difference? (PROBE) Anything else? (DO NOT READ) (ALLOW UP TO 4 RESPONSES)
One product in a diet doesn't make much
difference. . . . . . . . . .01 56-
Insignificant amounts of different nutrients. . . . . . . . . .02 FR NL Both Neither
Depends on what else is in person's diet. . . . . . . . . .03 1 2 3 0
Other (ENTER VBA BELOW) . . . . . . . . . .97
________________________________________________________
________________________________________________________
Don't know. . . . . . . . . .98
Refused. . . . . . . . . .99
| 48-49 |
| 50-51 |
| 52-53 |
| 54-55 |
INTERVIEWER: HAND RESPONDENT CARD 4
4. If you ate this (breakfast cereal/yogurt/cheese lasagna) regularly, how much of an effect, if any, would you expect it to have on (READ ITEM)? Would it have a large effect, some effect, not much effect or no effect at all? How about (READ ITEM)? (PROBE IF NEEDED: Just your best guess)
(RANDOM START)
| Large effect | Some effect | Not much effect | No effect at all | DK | REF | FR NL Bth Ntr | ||||
| ___ | a. Lowering your chances of having a heart attack? | 4 | 3 | 2 | 1 | 8 | 9 | 57- | 1 2 3 0 | 58- |
| ___ | b. Lowering your chances of having high blood pressure? | 4 | 3 | 2 | 1 | 8 | 9 | 59- | 1 2 3 0 | 60- |
| ___ | c. Lowering your chances of getting cancer? | 4 | 3 | 2 | 1 | 8 | 9 | 61- | 1 2 3 0 | 62- |
| ___ | d. Lowering your chances of having osteoporosis (brittle bones)? | 4 | 3 | 2 | 1 | 8 | 9 | 63- | 1 2 3 0 | 64- |
| ___ | e. Reducing how often you get sick with a cold or the flu? | 4 | 3 | 2 | 1 | 8 | 9 | 65- | 1 2 3 0 | 66- |
| ___ | f. Helping you get all the vitamins and minerals you need without taking pills or supplements? | 4 | 3 | 2 | 1 | 8 | 9 | 67- | 1 2 3 0 | 68- |
| ___ | g. If a woman ate this food regularly, how much of an effect, if any, would you expect it to have on her chances of having a healthy baby? | 4 | 3 | 2 | 1 | 8 | 9 | 69- | 1 2 3 0 | 70- |
INTERVIEWER: HAND RESPONDENT CARD 5
5. Based on what you see on this package, how important would this food be as part of a healthy diet? Would it be very important, somewhat important, not too important or not important at all?
71-
Very important. . . . . . . . . .4
Somewhat important. . . . . . . . . .3 72-
Not too important. . . . . . . . . .2 FR NL Both Neither
Not important at all. . . . . . . . . .1 1 2 3 0
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9 Space 73-79
80-2
Dup 1-5
6. Do you consider this product to be high, medium or low in (READ ITEM)
(RANDOM START)
| HIGH | MEDIUM | LOW | DK | REF | FR NL Bth Ntr | ||||
| ___ | a. Fat | 3 | 2 | 1 | 8 | 9 | 6- | 1 2 3 0 | 7- |
| ___ | b. Calcium | 3 | 2 | 1 | 8 | 9 | 8- | 1 2 3 0 | 9- |
| ___ | c. Sodium | 3 | 2 | 1 | 8 | 9 | 10- | 1 2 3 0 | 11- |
| ___ | d. Fiber | 3 | 2 | 1 | 8 | 9 | 12- | 1 2 3 0 | 13- |
| ___ | e. Cholesterol | 3 | 2 | 1 | 8 | 9 | 14- | 1 2 3 0 | 15- |
| ___ | f. Vitamins and minerals | 3 | 2 | 1 | 8 | 9 | 16- | 1 2 3 0 | 17- |
7. Assume for the moment that you are going to buy some [breakfast cereal/yogurt/frozen lasagna| and that this product costs about the same as other [cereals/yogurts/frozen entrees| on the shelf.
Based on what you see on this package, how likely would you be to buy this product? Would you be very likely, somewhat likely, somewhat unlikely or very unlikely to buy this product?
18-
Very likely. . . . . . . . . .4
Somewhat likely. . . . . . . . . .3 19-
Somewhat unlikely. . . . . . . . . .2 FR NL Both Neither
Very unlikely. . . . . . . . . .1 1 2 3 0
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
INTERVIEWER: PLEASE RETURN PRODUCT 1 TO BAG
Space 20-79
80-3
Dup 1-5
Space 6-10
11-
PRODUCT 2 IS BREAKFAST CEREAL 1
(CIRCLE ONE) YOGURT 2
CHEESE LASAGNA 3
8. About how often do you purchase [breakfast cereal/yogurt/frozen entrees like lasagna|? (NOTE: IF NEEDED, TELL THEM YOGURT DOES NOT INCLUDE FROZEN YOGURT.)
___ ___ TIMES PER: WEEK MONTH YEAR (CIRCLE ONE)
12-13 14- 1 2 3
OTHER: _____________
NEVER PURCHASE. . . . . . . . . .00
Don't know. . . . . . . . . .98
Refused. . . . . . . . . .99
INTERVIEWER: HAND RESPONDENT SECOND PACKAGE, WITH FRONT FACING RESPONDENT
(READ)
Please take a minute to read the information on this package.
INTERVIEWER: ALLOW RESPONDENT SUFFICIENT TIME TO EXAMINE PACKAGE. IF ONE MINUTE PASSES AND RESPONDENT IS STILL LOOKING, ASK "Are you finished or would you like a little more time?"
INTERVIEWER: AFTER THEY FINISH LOOKING, SAY:
(READ)
Feel free to look at this package at any time while I ask you a few questions.
INTERVIEWER: WHILE ASKING EACH QUESTION, OBSERVE WHAT THE RESPONDENT LOOKS AT TO ANSWER THESE QUESTIONS AND CIRCLE THE NUMBER CORRESPONDING TO WHETHER RESPONDENT LOOKED AT HEALTH CLAIM/FRONT OF PACKAGE OR NUTRITION FACTS. IF THEY LOOK AT BOTH FRONT AND NUTRITION FACTS LABEL, CIRCLE THE NUMBER CORRESPONDING TO "BOTH". THEY DO NOT LOOK AT EITHER, CIRCLE THE NUMBER CORRESPONDING TO "NEITHER."
INTERVIEWER: HAND RESPONDENT CARD 3
9. Thinking about ALL the information on this package, please rate how much you agree or disagree with each statement. Do you agree strongly, agree somewhat, disagree somewhat or disagree strongly that (READ ITEM)?
(RANDOM START A-C)
__ a. The package does a good job of telling me about the health benefits of this product.
15-
Agree strongly . . . . . . . . . .5
Agree somewhat. . . . . . . . . .4
Neither agree nor disagree. . . . . . . . . .3 FR NL Both Neither
Disagree somewhat. . . . . . . . . .2 16- 1 2 3 0
Disagree strongly. . . . . . . . . .1
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
__ b. The package gives me all the nutrition information I need.
17-
Agree strongly . . . . . . . . . .5
Agree somewhat. . . . . . . . . .4
Neither agree nor disagree. . . . . . . . . .3 FR NL Both Neither
Disagree somewhat. . . . . . . . . .2 18- 1 2 3 0
Disagree strongly. . . . . . . . . .1
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
__ c. I trust the information on the nutrition label.
19-
Agree strongly . . . . . . . . . .5
Agree somewhat. . . . . . . . . .4
Neither agree nor disagree. . . . . . . . . .3 FR NL Both Neither
Disagree somewhat. . . . . . . . . .2 20- 1 2 3 0
Disagree strongly. . . . . . . . . .1
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
(ASK LAST)
d. Do you see any health information on the front of the package? FR NL Both Neither
21- 22- 1 2 3 0
Yes 1
No 2 GO TO Q.10
(IF YES) Do you agree strongly, agree somewhat, disagree somewhat or disagree strongly with this statement? I trust the health information on the front of this package. 23-
Agree strongly . . . . . . . . . .5
Agree somewhat. . . . . . . . . .4
Neither agree nor disagree. . . . . . . . . .3 FR NL Both Neither
Disagree somewhat. . . . . . . . . .2 24- 1 2 3 0
Disagree strongly. . . . . . . . . .1
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
10. Do you think everyone would get the same benefits from eating this product as a regular part of their diet, only some people, but not others, or would eating this product regularly not make that much difference to most people?
25-
Everyone would benefit. . . . . . . . . .1 SKIP TO Q.10a 26-
Some people would benefit. . . . . . . . . .2 SKIP TO Q.10b FR NL Both Neither
Not make much difference. . . . . . . . . .3 SKIP TO Q.10c 1
3 0
Don't know. . . . . . . . . .8 SKIP TO Q.11
Refused. . . . . . . . . .9 SKIP TO Q.11
IF EVERYONE WOULD BENEFIT, ASK:
10a. What kind of health benefits would people get from eating this product? (DO NOT READ) (PROBE) Any others? (ALLOW UP TO 4 RESPONSES)
Reduce the risk of heart disease. . . . . . . . . .01 Reduce risk of cancer 16
Reduce the risk of osteoporosis. . . . . . . . . .02 Regularity, relieve constipation 17
Reduce the risk of certain birth defects . . . . . . . . . .03 Low calorie 18
Reduce the risk of neural tube birth defects. . . . . . . . . .04
A healthy part of their diet. . . . . . . . . .05
A nutritional part of their diet . . . . . . . . . .06
Low fat. . . . . . . . . .07
Low cholesterol. . . . . . . . . .08
High calcium. . . . . . . . . .09 FR NL Both Neither
High fiber. . . . . . . . . .10 35- 1 2 3 0
High folic acid/folate. . . . . . . . . .11
Vitamins/minerals. . . . . . . . . .12
Low sugar. . . . . . . . . .13
Low salt/sodium. . . . . . . . . .14
Builds strong bones. . . . . . . . . .15
Other (ENTER VBA BELOW) . . . . . . . . . .97
________________________________________________________
________________________________________________________
Don't know. . . . . . . . . .98
Refused. . . . . . . . . .99
INTERVIEWER: GO TO Q.11
| 27-28 |
| 29-30 |
| 31-32 |
| 33-34 |
IF SOME PEOPLE WOULD BENEFIT, ASK:
10b. What type of people in particular would be most likely to benefit? (CHOOSE ONE - DO NOT READ)
36-37
Women/all women. . . . . . . . . .01 Babies 12
Caucasian/Asian women only. . . . . . . . . .02 Pregnant women 13
Teen/young adult women. . . . . . . . . .03 Older women 14
Caucasian/Asian teen and young adult women. . . . . . . . . .04 People with particular health problems 15
Women in their childbearing years. . . . . . . . . .05 Men/all men. . . . . . . . . .06
Adults only. . . . . . . . . .07
Children only. . . . . . . . . .08 38-
Older people. . . . . . . . . .09 FR NL Both Neither
Young people. . . . . . . . . .10 1 2 3 0
People trying to lose weight/on a diet. . . . . . . . . .11
Other (ENTER VBA BELOW) . . . . . . . . . .97
________________________________________________________
________________________________________________________
Don't know. . . . . . . . . .98
Refused
10b.1. What health benefits would [INSERT RESPONSE FROM 10B| get from eating this product? (DO NOT READ) (PROBE) Any others? (ALLOW UP TO 4 RESPONSES)
Reduce the risk of heart disease. . . . . . . . . .01 Reduce risk of cancer 16
Reduce the risk of osteoporosis. . . . . . . . . .02 Regularity, relieve constipation 17
Reduce the risk of certain birth defects . . . . . . . . . .03 Low calorie 18
Reduce the risk of neural tube birth defects. . . . . . . . . .04 39-40
A healthy part of their diet. . . . . . . . . .05 41-42
A nutritional part of their diet . . . . . . . . . .06 43-44
Low fat. . . . . . . . . .07 45-46
Low cholesterol. . . . . . . . . .08 47-
High calcium. . . . . . . . . .09 FR NL Both Neither
High fiber. . . . . . . . . .10 1 2 3 0
High folic acid/folate. . . . . . . . . .11
Vitamins/minerals. . . . . . . . . .12
Low sugar. . . . . . . . . .13
Low salt/sodium. . . . . . . . . .14
Builds strong bones
Other (ENTER VBA BELOW) . . . . . . . . . .97
________________________________________________________
________________________________________________________
Don't know. . . . . . . . . .98
Refused. . . . . . . . . .99
INTERVIEWER: GO TO Q.11
IF IT WOULDN'T MAKE A DIFFERENCE, ASK:
10c. Why wouldn't it make a difference? (PROBE) Anything else? (DO NOT READ) (ALLOW UP TO 4 RESPONSES)
One product in a diet doesn't make much
difference. . . . . . . . . .01 56-
Insignificant amounts of different nutrients. . . . . . . . . .02 FR NL Both Neither
Depends on what else is in person's diet. . . . . . . . . .03 1 2 3 0
Other (ENTER VBA BELOW) . . . . . . . . . .97
________________________________________________________
________________________________________________________
Don't know. . . . . . . . . .98
Refused. . . . . . . . . .99
| 48-49 |
| 50-51 |
| 52-53 |
| 54-55 |
INTERVIEWER: HAND RESPONDENT CARD 4
11. If you ate this (breakfast cereal/yogurt/cheese lasagna) regularly, how much of an effect, if any, would you expect it to have on (READ ITEM)? Would it have a large effect, some effect, not much effect or no effect at all? How about (READ ITEM)? (PROBE IF NEEDED: Just your best guess)
(RANDOM START)
| Large effect | Some effect | Not much effect | No effect at all | DK | REF | FR NL Bth Ntr | ||||
| ___ | a. Lowering your chances of having a heart attack? | 4 | 3 | 2 | 1 | 8 | 9 | 57- | 1 2 3 0 | 58- |
| ___ | b. Lowering your chances of having high blood pressure? | 4 | 3 | 2 | 1 | 8 | 9 | 59- | 1 2 3 0 | 60- |
| ___ | c. Lowering your chances of getting cancer? | 4 | 3 | 2 | 1 | 8 | 9 | 61- | 1 2 3 0 | 62- |
| ___ | d. Lowering your chances of having osteoporosis (brittle bones)? | 4 | 3 | 2 | 1 | 8 | 9 | 63- | 1 2 3 0 | 64- |
| ___ | e. Reducing how often you get sick with a cold or the flu? | 4 | 3 | 2 | 1 | 8 | 9 | 65- | 1 2 3 0 | 66- |
| ___ | f. Helping you get all the vitamins and minerals you need without taking pills or supplements? | 4 | 3 | 2 | 1 | 8 | 9 | 67- | 1 2 3 0 | 68- |
| ___ | g. If a woman ate this food regularly, how much of an effect, if any, would you expect it to have on her chances of having a healthy baby? | 4 | 3 | 2 | 1 | 8 | 9 | 69- | 1 2 3 0 | 70- |
INTERVIEWER: HAND RESPONDENT CARD 5
12. Based on what you see on this package, how important would this food be as part of a healthy diet? Would it be very important, somewhat important, not too important or not important at all?
71-
Very important. . . . . . . . . .4
Somewhat important. . . . . . . . . .3 72-
Not too important. . . . . . . . . .2 FR NL Both Neither
Not important at all. . . . . . . . . .1 1 2 3 0
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9 Space 73-79
80-4
Dup 1-5
13. Do you consider this product to be high, medium or low in (READ ITEM)
(RANDOM START)
| HIGH | MEDIUM | LOW | DK | REF | FR NL Bth Ntr | ||||
| ___ | a. Fat | 3 | 2 | 1 | 8 | 9 | 6- | 1 2 3 0 | 7- |
| ___ | b. Calcium | 3 | 2 | 1 | 8 | 9 | 8- | 1 2 3 0 | 9- |
| ___ | c. Sodium | 3 | 2 | 1 | 8 | 9 | 10- | 1 2 3 0 | 11- |
| ___ | d. Fiber | 3 | 2 | 1 | 8 | 9 | 12- | 1 2 3 0 | 13- |
| ___ | e. Cholesterol | 3 | 2 | 1 | 8 | 9 | 14- | 1 2 3 0 | 15- |
| ___ | f. Vitamins and minerals | 3 | 2 | 1 | 8 | 9 | 16- | 1 2 3 0 | 17- |
14. Assume for the moment that you are going to buy some [breakfast cereal/yogurt/frozen lasagna| and that this product costs about the same as other [cereals/yogurts/frozen entrees| on the shelf.
Based on what you see on this package, how likely would you be to buy this product? Would you be very likely, somewhat likely, somewhat unlikely or very unlikely to buy this product?
18-
Very likely. . . . . . . . . .4
Somewhat likely. . . . . . . . . .3 19-
Somewhat unlikely. . . . . . . . . .2 FR NL Both Neither
Very unlikely. . . . . . . . . .1 1 2 3 0
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
INTERVIEWER: PLEASE RETURN PRODUCT 2 TO BAG
Space 20-79
Space 6-10
11-
PRODUCT 3 IS BREAKFAST CEREAL 1
(CIRCLE ONE) YOGURT 2
CHEESE LASAGNA 3
15. About how often do you purchase [breakfast cereal/yogurt/frozen entrees like lasagna|? (NOTE: IF NEEDED, TELL THEM YOGURT DOES NOT INCLUDE FROZEN YOGURT.)
___ ___ TIMES PER: WEEK MONTH YEAR (CIRCLE ONE)
12-13 14- 1 2 3
OTHER: _____________
NEVER PURCHASE. . . . . . . . . .00
Don't know. . . . . . . . . .98
Refused. . . . . . . . . .99
INTERVIEWER: HAND RESPONDENT THIRD PACKAGE, WITH FRONT FACING RESPONDENT
(READ)
Please take a minute to read the information on this package.
INTERVIEWER: ALLOW RESPONDENT SUFFICIENT TIME TO EXAMINE PACKAGE. IF ONE MINUTE PASSES AND RESPONDENT IS STILL LOOKING, ASK "Are you finished or would you like a little more time?"
INTERVIEWER: AFTER THEY FINISH LOOKING, SAY:
(READ)
Feel free to look at this package at any time while I ask you a few questions.
INTERVIEWER: WHILE ASKING EACH QUESTION, OBSERVE WHAT THE RESPONDENT LOOKS AT TO ANSWER THESE QUESTIONS AND CIRCLE THE NUMBER CORRESPONDING TO WHETHER RESPONDENT LOOKED AT HEALTH CLAIM/FRONT OF PACKAGE OR NUTRITION FACTS. IF THEY LOOK AT BOTH FRONT AND NUTRITION FACTS LABEL, CIRCLE THE NUMBER CORRESPONDING TO "BOTH". THEY DO NOT LOOK AT EITHER, CIRCLE THE NUMBER CORRESPONDING TO "NEITHER."
INTERVIEWER: HAND RESPONDENT CARD 3
16. Thinking about ALL the information on this package, please rate how much you agree or disagree with each statement. Do you agree strongly, agree somewhat, disagree somewhat or disagree strongly that (READ ITEM)?
(RANDOM START A-C)
__ a. The package does a good job of telling me about the health benefits of this product.
15-
Agree strongly . . . . . . . . . .5
Agree somewhat. . . . . . . . . .4
Neither agree nor disagree. . . . . . . . . .3 FR NL Both Neither
Disagree somewhat. . . . . . . . . .2 16- 1 2 3 0
Disagree strongly. . . . . . . . . .1
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
__ b. The package gives me all the nutrition information I need.
17-
Agree strongly . . . . . . . . . .5
Agree somewhat. . . . . . . . . .4
Neither agree nor disagree. . . . . . . . . .3 FR NL Both Neither
Disagree somewhat. . . . . . . . . .2 18- 1 2 3 0
Disagree strongly. . . . . . . . . .1
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
__ c. I trust the information on the nutrition label.
19-
Agree strongly . . . . . . . . . .5
Agree somewhat. . . . . . . . . .4
Neither agree nor disagree
Disagree somewhat. . . . . . . . . .2 20- 1 2 3 0
Disagree strongly. . . . . . . . . .1
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
(ASK LAST)
d. Do you see any health information on the front of the package? FR NL Both Neither
21- 22- 1 2 3 0
Yes 1
No 2 GO TO Q.17
(IF YES) Do you agree strongly, agree somewhat, disagree somewhat or disagree strongly with this statement? I trust the health information on the front of this package. 23-
Agree strongly . . . . . . . . . .5
Agree somewhat. . . . . . . . . .4
Neither agree nor disagree. . . . . . . . . .3 FR NL Both Neither
Disagree somewhat. . . . . . . . . .2 24- 1 2 3 0
Disagree strongly. . . . . . . . . .1
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
17. Do you think everyone would get the same benefits from eating this product as a regular part of their diet, only some people, but not others, or would eating this product regularly not make that much difference to most people?
25-
Everyone would benefit. . . . . . . . . .1 SKIP TO Q.17a 26-
Some people would benefit. . . . . . . . . .2 SKIP TO Q.17b FR NL Both Neither
Not make much difference. . . . . . . . . .3 SKIP TO Q.17c 1 2 3 0
Don't know. . . . . . . . . .8 SKIP TO Q.18
Refused. . . . . . . . . .9 SKIP TO Q.18
IF EVERYONE WOULD BENEFIT, ASK:
17a. What kind of health benefits would people get from eating this product? (DO NOT READ) (PROBE) Any others? (ALLOW UP TO 4 RESPONSES)
Reduce the risk of heart disease. . . . . . . . . .01 Reduce risk of cancer 16
Reduce the risk of osteoporosis. . . . . . . . . .02 Regularity, relieve constipation 17
Reduce the risk of certain birth defects . . . . . . . . . .03 Low calorie 18
Reduce the risk of neural tube birth defects. . . . . . . . . .04
A healthy part of their diet. . . . . . . . . .05
A nutritional part of their diet . . . . . . . . . .06
Low fat. . . . . . . . . .07
Low cholesterol. . . . . . . . . .08
High calcium. . . . . . . . . .09 FR NL Both Neither
High fiber. . . . . . . . . .10 35- 1 2 3 0
High folic acid/folate. . . . . . . . . .11
Vitamins/minerals. . . . . . . . . .12
Low sugar. . . . . . . . . .13
Low salt/sodium. . . . . . . . . .14
Builds strong bones. . . . . . . . . .15
Other (ENTER VBA BELOW) . . . . . . . . . .97
________________________________________________________
________________________________________________________
Don't know. . . . . . . . . .98
Refused. . . . . . . . . .99
INTERVIEWER: GO TO Q.18
| 27-28 |
| 29-30 |
| 31-32 |
| 33-34 |
IF SOME PEOPLE WOULD BENEFIT, ASK:
17b. What type of people in particular would be most likely to benefit? (CHOOSE ONE - DO NOT READ)
36-37
Women/all women. . . . . . . . . .01 Babies 12
Caucasian/Asian women only. . . . . . . . . .02 Pregnant women 13
Teen/young adult women. . . . . . . . . .03 Older women 14
Caucasian/Asian teen and young adult women. . . . . . . . . .04 People with particular health problems 15
Women in their childbearing years. . . . . . . . . .05 Men/all men. . . . . . . . . .06
Adults only. . . . . . . . . .07
Children only. . . . . . . . . .08 38-
Older people. . . . . . . . . .09 FR NL Both Neither
Young people. . . . . . . . . .10 1 2 3 0
People trying to lose weight/on a diet. . . . . . . . . .11
Other (ENTER VBA BELOW) . . . . . . . . . .97
________________________________________________________
________________________________________________________
Don't know. . . . . . . . . .98
Refused
17b.1. What health benefits would [INSERT RESPONSE FROM 17B| get from eating this product? (DO NOT READ) (PROBE) Any others? (ALLOW UP TO 4 RESPONSES)
Reduce the risk of heart disease. . . . . . . . . .01 Reduce risk of cancer 16
Reduce the risk of osteoporosis. . . . . . . . . .02 Regularity, relieve constipation 17
Reduce the risk of certain birth defects . . . . . . . . . .03 Low calorie 18
Reduce the risk of neural tube birth defects. . . . . . . . . .04 39-40
A healthy part of their diet. . . . . . . . . .05 41-42
A nutritional part of their diet . . . . . . . . . .06 43-44
Low fat. . . . . . . . . .07 45-46
Low cholesterol. . . . . . . . . .08 47-
High calcium. . . . . . . . . .09 FR NL Both Neither
High fiber. . . . . . . . . .10 1 2 3 0
High folic acid/folate. . . . . . . . . .11
Vitamins/minerals. . . . . . . . . .12
Low sugar. . . . . . . . . .13
Low salt/sodium. . . . . . . . . .14
Builds strong bones
Other (ENTER VBA BELOW) . . . . . . . . . .97
________________________________________________________
________________________________________________________
Don't know. . . . . . . . . .98
Refused. . . . . . . . . .99
INTERVIEWER: GO TO Q.18
IF IT WOULDN'T MAKE A DIFFERENCE, ASK:
17c. Why wouldn't it make a difference? (PROBE) Anything else? (DO NOT READ) (ALLOW UP TO 4 RESPONSES)
One product in a diet doesn't make much
difference. . . . . . . . . .01 56-
Insignificant amounts of different nutrients. . . . . . . . . .02 FR NL Both Neither
Depends on what else is in person's diet. . . . . . . . . .03 1 2 3 0
Other (ENTER VBA BELOW) . . . . . . . . . .97
________________________________________________________
________________________________________________________
Don't know. . . . . . . . . .98
Refused. . . . . . . . . .99
| 48-49 |
| 50-51 |
| 52-53 |
| 54-55 |
INTERVIEWER: HAND RESPONDENT CARD 4
18. If you ate this (breakfast cereal/yogurt/cheese lasagna) regularly, how much of an effect, if any, would you expect it to have on (READ ITEM)? Would it have a large effect, some effect, not much effect or no effect at all? How about (READ ITEM)? (PROBE IF NEEDED: Just your best guess)
(RANDOM START)
| Large effect | Some effect | Not much effect | No effect at all | DK | REF | FR NL Bth Ntr | ||||
| ___ | a. Lowering your chances of having a heart attack? | 4 | 3 | 2 | 1 | 8 | 9 | 57- | 1 2 3 0 | 58- |
| ___ | b. Lowering your chances of having high blood pressure? | 4 | 3 | 2 | 1 | 8 | 9 | 59- | 1 2 3 0 | 60- |
| ___ | c. Lowering your chances of getting cancer? | 4 | 3 | 2 | 1 | 8 | 9 | 61- | 1 2 3 0 | 62- |
| ___ | d. Lowering your chances of having osteoporosis (brittle bones)? | 4 | 3 | 2 | 1 | 8 | 9 | 63- | 1 2 3 0 | 64- |
| ___ | e. Reducing how often you get sick with a cold or the flu? | 4 | 3 | 2 | 1 | 8 | 9 | 65- | 1 2 3 0 | 66- |
| ___ | f. Helping you get all the vitamins and minerals you need without taking pills or supplements? | 4 | 3 | 2 | 1 | 8 | 9 | 67- | 1 2 3 0 | 68- |
| ___ | g. If a woman ate this food regularly, how much of an effect, if any, would you expect it to have on her chances of having a healthy baby? | 4 | 3 | 2 | 1 | 8 | 9 | 69- | 1 2 3 0 | 70- |
INTERVIEWER: HAND RESPONDENT CARD 5
19. Based on what you see on this package, how important would this food be as part of a healthy diet? Would it be very important, somewhat important, not too important or not important at all?
71-
Very important. . . . . . . . . .4
Somewhat important. . . . . . . . . .3 72-
Not too important. . . . . . . . . .2 FR NL Both Neither
Not important at all. . . . . . . . . .1 1 2 3 0
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9 Space 73-79
80-6
Dup 1-5
20. Do you consider this product to be high, medium or low in (READ ITEM)
(RANDOM START)
| HIGH | MEDIUM | LOW | DK | REF | FR NL Bth Ntr | ||||
| ___ | a. Fat | 3 | 2 | 1 | 8 | 9 | 6- | 1 2 3 0 | 7- |
| ___ | b. Calcium | 3 | 2 | 1 | 8 | 9 | 8- | 1 2 3 0 | 9- |
| ___ | c. Sodium | 3 | 2 | 1 | 8 | 9 | 10- | 1 2 3 0 | 11- |
| ___ | d. Fiber | 3 | 2 | 1 | 8 | 9 | 12- | 1 2 3 0 | 13- |
| ___ | e. Cholesterol | 3 | 2 | 1 | 8 | 9 | 14- | 1 2 3 0 | 15- |
| ___ | f. Vitamins and minerals | 3 | 2 | 1 | 8 | 9 | 16- | 1 2 3 0 | 17- |
21. Assume for the moment that you are going to buy some [breakfast cereal/yogurt/frozen lasagna| and that this product costs about the same as other [cereals/yogurts/frozen entrees| on the shelf.
Based on what you see on this package, how likely would you be to buy this product? Would you be very likely, somewhat likely, somewhat unlikely or very unlikely to buy this product?
18-
Very likely. . . . . . . . . .4
Somewhat likely. . . . . . . . . .3 19-
Somewhat unlikely. . . . . . . . . .2 FR NL Both Neither
Very unlikely. . . . . . . . . .1 1 2 3 0
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
INTERVIEWER: PLEASE RETURN ALL PRODUCTS TO BAG
Space 20-79
80-7
Dup 1-5
Now I would like to ask you a few questions about dietary practices in your household.
22. I'd like you to think about the labels on many food products that list ingredients and provide nutrition and other information. When you buy a product for the first time, how often do you read this information? Would you say (READ LIST)
6-
Often. . . . . . . . . .1
Sometimes. . . . . . . . . .2
Rarely, OR. . . . . . . . . .3
Never. . . . . . . . . .4 SKIP TO Q.24
--DO NOT READ--
Don't know. . . . . . . . . .8 SKIP TO Q.24
Refused. . . . . . . . . .9 SKIP TO Q.24
23. In the last two weeks, can you remember an instance where your decisions to buy or use a food product were changed because you read the nutrition label?
7-
Yes. . . . . . . . . .1
No. . . . . . . . . .2
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
24. Are you or is anyone in your household on a low-calorie or weight-loss diet?
8-
Yes
No. . . . . . . . . .2 SKIP TO Q.26
Don't know. . . . . . . . . .8 SKIP TO Q.26
Refused. . . . . . . . . .9 SKIP TO Q.26
25. Was this diet recommended by a doctor or other health professional?
9-
Yes. . . . . . . . . .1
No. . . . . . . . . .2
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
26. Are you or is anyone in your household on a low-salt or low-sodium diet?
10-
Yes. . . . . . . . . .1
No. . . . . . . . . .2 SKIP TO Q.28
Don't know. . . . . . . . . .8 SKIP TO Q.28
Refused. . . . . . . . . .9 SKIP TO Q.28
27. Was this diet recommended by a doctor or other health professional?
11-
Yes. . . . . . . . . .1
No. . . . . . . . . .2
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
28. Are you or is anyone in your household on a low-fat or low-cholesterol diet?
12-
Yes. . . . . . . . . .1
No. . . . . . . . . .2 SKIP TO Q.30
Don't know. . . . . . . . . .8 SKIP TO Q.30
Refused. . . . . . . . . .9 SKIP TO Q.30
29. Was this diet recommended by a doctor or other health professional?
13-
Yes. . . . . . . . . .1
No. . . . . . . . . .2
Don't know. . . . . . . . . .8
Refused. . . . . . . . . .9
30. Have you or has anyone currently living in your household ever ... (READ LIST OF CONDITIONS)
| YES | NO | DK | REF | ||
| a. Had heart disease? | 1 | 2 | 8 | 9 | 14- |
| b. Had diabetes? | 1 | 2 | 8 | 9 | 15- |
| c. Had high blood pressure? | 1 | 2 | 8 | 9 | 16- |
| d. Had a stroke? | 1 | 2 | 8 | 9 | 17- |
| e. Had osteoporosis? | 1 | 2 | 8 | 9 | 18- |
| f. Been treated for cancer? | 1 | 2 | 8 | 9 | 19- |
31. Are you currently taking any vitamin or mineral product, such as multivitamins, single or specialized supplements, amino acid supplements, or herbal supplements?
20-
Yes. . . . . . . . . .1
No. . . . . . . . . .2 SKIP TO Q.33
Don't know. . . . . . . . . .8 SKIP TO Q.33
Refused. . . . . . . . . .9 SKIP TO Q.33
32. How many different types of supplements do you take?
___ ___ (ENTER NUMBER)
21-22
Don't know. . . . . . . . . .98
Refused. . . . . . . . . .99
33. And finally, including yourself, how many people are currently living in your household?
NUMBER IN HOUSEHOLD: ___ ___
23-24
Refused. . . . . . . . . .99
INTERVIEWER, IF MORE THAN ONE, ASK:
How many of these people are 18 or older? ___ ___
25-26
Refused. . . . . . . . . .99
How many are children aged 5 or younger? ___ ___
27-28
Refused. . . . . . . . . .99
Now I have a few more questions for classification purposes.
34. What was the last grade of school you completed? (READ ALTERNATIVES IF NECESSARY)
29-
8th grade or less. . . . . . . . . .1
9-11 grade. . . . . . . . . .2
12th/H.S. Graduate/G.E.D.. . . . . . . . . .3
Trade or technical training after high school. . . . . . . . . .4
1-3 years of college/associate degree/junior
college. . . . . . . . . .5
4 year college graduate. . . . . . . . . .6
Post graduate. . . . . . . . . .7
Refused. . . . . . . . . .9
35. In what year were you born?
___ ___ ___ ___
30-33
Refused. . . . . . . . . .9999
INTERVIEWER: CODE BY OBSERVATION OR IF UNSURE, HAND RESPONDENT CARD 7
36. Please look at this card and tell me the number next to the racial or ethnic group to which you belong (READ ALTERNATIVES IF NECESSARY)
34-
Native American or Alaskan Native. . . . . . . . . .1
Asian (Oriental) or Pacific Islander. . . . . . . . . .2
Black or African-American. . . . . . . . . .3
White. . . . . . . . . .4
Refused. . . . . . . . . .9
ASK RESPONDENT:
37. Are you of Spanish or Hispanic origin? (Includes Mexican, Cuban, Puerto Rican, Central or South American)
35-
Yes. . . . . . . . . .1
No. . . . . . . . . .2
Refused. . . . . . . . . .9
INTERVIEWER: HAND RESPONDENT CARD 8
38. Please look at the card and find the amount of last year's income for your whole household before taxes, including salaries, pensions, investments and so on. Tell me the number to the right of that amount.
36-37
Less than $10,000. . . . . . . . . .01
Between $10,000 and $15,000
Between $15,000 and $20,000. . . . . . . . . .03
Between $20,000 and $25,000. . . . . . . . . .04
Between $25,000 and $30,000. . . . . . . . . .05
Between $30,000 and $35,000. . . . . . . . . .06
Between $35,000 and $50,000. . . . . . . . . .07
Between $50,000 and $75,000. . . . . . . . . .08
Between $75,000 and $100,000. . . . . . . . . .09
More than $100,000. . . . . . . . . .10
Refused. . . . . . . . . .99
INTERVIEWER: DO NOT ASK
39. RESPONDENT'S SEX:
38-
Male. . . . . . . . . .1
Female. . . . . . . . . .2
For validation purposes, may I have your first name and address?
Name: ________________________________________
Address: ________________________________________
________________________________________
________________________________________
and your telephone number?
(_______)________________________________
THANK YOU VERY MUCH FOR YOUR COOPERATION!
GIVE RESPONDENT INCENTIVE.
End time __ __ : __ ___ am/pm
39-42 43
Date_____________________
44-49
BAG NUMBER: _________________
INTERVIEWER NAME:______________________________________________________
Space 50-79
80-8