['.Mr,', 'G.', 'Novak', 'Page', 'Two', 'September', '20,', '1978', 'Questionnaire', 'The', 'questionnaire', 'is', 'basically', 'divided', 'into', 'three', 'sections:', '(1)', 'concept', 'ratings,', '(2)', 'open', 'end', 'diagnostics,', 'and', '(3)', 'closed', 'end', 'diagnostics.', 'The', 'model', 'uses', 'the', 'ratings', 'obtained', 'in', 'section', '#1', '(concept', 'ratings).', 'Therefore,', 'it', 'is', 'imperative', 'that', 'this', 'section', 'remain', 'unchanged', 'in', 'any', 'further', 'updating', 'of', 'the', 'gquestionnaire.', 'That', 'is,', 'this', 'section', 'must', 'be', 'the', 'first', 'section,', 'and', 'the', 'ratings', 'must', 'be', 'obtained', 'for', 'all', 'four', 'concepts', 'before', 'continuing', 'on', 'to', 'the', 'other', 'sections.', 'The', 'remaining', 'two', 'sections', 'are', 'diagnostic', 'and', 'are', 'not', 'entered', 'into', 'the', 'model.', 'Therefore,', 'there', 'is', 'nothing', 'inviolate', 'about', 'these', 'sections', 'and', 'they', 'can', 'be', 'altered.', 'In', 'the', 'past,', 'the', 'questionnaire', 'is', 'about', '30', 'minutes', 'long', '(for', 'four', 'concept', 'ratings,', 'two', 'open', 'end', 'questions,', 'and', 'four', '-~', 'five', 'closed', 'end', 'diagnostics', 'for', 'each', 'concept).', 'Tabs', 'on', 'direct', 'guestions', '‘have', 'been', 'obtained', 'in', '2', '3', 'weeks', 'after', 'start', 'of', 'field', 'with', 'open', 'end', 'responses', 'following', 'within', '1', '2', 'weeks.', 'Recently,', 'Section', '#2', 'has', 'been', 'modified', 'adding', 'about', '9', 'minutes', 'to', 'the', 'questionnaire', 'and', '1', '1%', 'weeks', 'to', 'the', 'total', 'fieid', 'and', 'processing', 'time.', 'Execution', 'The', 'study', 'itself', 'is', 'conducted', 'at', 'a', 'central', 'location.', 'An', 'inter-', 'viewer', 'sits', 'with', 'a', 'respondent', 'and', 'reads', 'the', 'concept', 'statement', 'from', 'a', 'white', 'card.', 'The', 'respondent', 'can', 'look', 'at', 'the', 'statement', 'at', 'any', 'time.', '(This', 'is', 'a', 'concept', 'test,', 'not', 'a', 'communication', 'test.)', 'None', 'of', 'the', 'questionnaire', 'is', 'self-administered.', 'The', 'suppliers', 'we', 'have', 'used', 'are:', 'a.', 'Central', 'Location', 'Testing', '(Ronnie', 'Theeman)', 'b.', 'On-Site', 'Testing', '(Richard', 'Kurtz)', 'Both', 'suppliers', 'seem', 'to', 'have', 'competent', 'field', 'control.', 'However,', 'of', 'the', 'two,', 'Central', 'Location', 'Testing', 'is', 'easier', 'to', 'deal', 'with.', '(subjective', 'opinion).', 'By', 'the', 'way,', 'the', 'approach', 'is', 'not', 'complex,', 'and', 'any', 'supplier', 'could', 'be', 'used', 'with', 'moderate', 'training', 'time.', 'Current', 'Method', 'of', 'Analysis:', 'At', 'this', 'point,', 'it', 'is', 'necessary', 'to', 'review', 'the', 'history', 'of', 'concept', 'testing', 'to', 'explain', 'where', 'we', 'are', 'now.', '110L', 'E£EOTS', 'Somctime', 'back', '(late', "'60's", 'or', 'early', "'70's)", 'concept', 'testing', 'used', 'written', 'statements', 'and', 'mock-up', 'ad', 'forms.', 'Although', 'several', 'measures', 'were', 'taken,', 'the', 'overall', 'thermometer', 'rating', 'and', 'purchase', 'intent', 'were', 'the', 'key', 'concept', 'measurements.', '.']