Pacific Research Associates Los Angeles ~ Honolulu ~ Auckland ~ Hong Kong Tel: (808) 821-0530 ~ Fax: (808) 823-8897 ~ E-mail: crpacific@worldnet.att.net INTEROFFICE MEMORANDUM DATE: November 21, 1997 TO: Senior Analysts Statisticians Field Supervisors FROM: Warren Dastrup, Director of Research SUBJECT:Letter of Agreement for APMA (Asia-Pacific Market Analysis) _____________________________________________________________________ As you are aware, Atlanta needs to have a letter from us detailing our research strategy for the last phase of APMA. I will need input from all of you to draft the letter without breaching confidentiality. At a minimum, this agreement needs to address the following key issues: Selection of Top 3 Products for the Benign Test. Pre-testing has confirmed fixation potential for: 1. Toothpaste 2. Herbal Tea 3. Bottled Water 4. Sport Drinks 5. Raisin Supplemented Cereal Dosage Equivalents (DE) across products -- How will we insure products are saturated evenly? Should we show how we established the baseline cola measures for China? Do we now restrict the sample to only those who do not prefer cola? (This would be my recommendation because we are now certain of the long-term conversion rates for all colas.) Clarification of Focus Group findings regarding hand trembling after four consecutive trials. (Have we been able to contact all of the exposed participants from the Osaka groups? If not, we must put sufficient resources on this to have 100% compliance by the first of December. We simply can not afford to proceed with the WET Test if these subjects have not been debriefed and dusted.) Finalize the sampling plan for all twelve study sites use the following chart and indicate the male/female sub-samples needed for each demographic category. Keep in mind the need to identify high codependence rates among ethnic minorities that are statistically reliable. Since we have been given the additional budget approval for this project, we need to insure that all cells of the experimental matrix are completely filled with target subjects. STUDY SITE PRE-TEEN YOUNG SINGLE YOUNG MARRIED GAY AND BI Shanghai Hong Kong Osaka Manila Singapore Jakarta Bangkok Taipei Wellington Melbourne Hilo San Diego TOTAL Revise the rating scales used in the Post Ingestion Questionnaire so that there is no longer any overlap with the buying compulsion index measures. There is no need to gather that data twice especially among those subjects who are clearly already "on board" with multiple re-purchases within the past two weeks.