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MARKET RESEARCH: FIELD STUDY QUESTIONNAIRE

:30 SECOND PSA & :15 SECOND NARRATIVE TAG

I. Participant Profile

Please ask the female participant the following profile questions.

1) Do you have children 6 years old or younger? YES NO

2) Do you buy, use, serve or cook with traditional pottery? YES NO

3) Do you mainly speak Spanish at home? YES NO

4) Are you aware of the dangers of lead? YES NO

5) WhatSpanish radio stations do you listen to?

II. Evaluation of The PSA and the Narrative on-air Radio Tag

Evaluator or field tester please explain to participant(s):

That the following PSA and Narrative Tag will be part of a lead-freetraditional pottery campaign to educate the people on safety, healthrisks, and preventative measures.

The PSA and Narrative Tag will involve questions on how theparticipant perceives its content. Read the PSA and the Narrative Tagout loud for better comprehension. The questions will involve multiplechoice, as well as written responses from the participant(s). Part Awill include the PSA and part B will include the Narrative Tag.(Follow this particular procedure with each section).

Enclosed you will find the PSA and the Narrative Tag copy to read tothe participant(s).

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A. Read the PSA and Circle or Write the Appropriate Answers

1. Likeability

a. I liked this dialogue Yes Nob. I liked the people featured in this dialogue Yes No

If NO then ask -Why not

2. Clarity

The message was clear and easy to understand?

a. Yes b. No

If NO then ask -Why not

3. Distinctiveness

If you heard this dialogue on the radio, would you pay attention to it?

a. Yes b. No

If NO then ask -Why not

4.Relevance

I will read two comments a. orb. Which of the following two commentsapply to you?

a. This dialogue does not apply to me and my family.

b. The people in the dialogue seemed to be real people like meand my family.

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B. Read the Narrative Tag and Circle or Write the AppropriateAnswers

1. Likability

a. I liked this message. Yes No

If NO then ask -Why not

2. Clarity

The message was clear and easy to understand?

a. Yes b. No

If NO then ask -Why not

3. Distinctiveness

If you heard this narrative tag on the radio, would you pay attention toit?

a. Yes b. No

If NO then ask -Why not

4.Relevance

I will read two comments a. orb. Which of the following two commentsapply to you?

a. This narrative message does not apply to me and my family.

b. This narrative message seemed to apply to me and my family.

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5. Effectiveness

(1) The narrative message did not give me enough information. Yes No

If NO then ask -Why not

(2) If I heard this on the radio, I would tell others about it. Yes No

If NO the nask -Why not

(3) This narrative message made me think about being careful with leadwhen I use, serve, or cook with traditional pottery. Yes No

If NO then ask -Why not

(4) This narrative message made me think about taking my children to thedoctor for lead poisoning. Yes No

If NO then ask -Why not

(5) This narrative message made me think that lead can cause serioushealth problems.

Yes No

If NO then ask -Why not

6. Overall Message Communication

How effective do you think this narrative message would be in gettingHispanic women like yourself to take action about lead prevention for yourfamily and what to do with traditional pottery that could contain lead?

1 2 3Not at all effective Somewhat effective Very Effective

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SPANISH :30 SECOND PSA

MARIAGracias por invitarme a comer. Silvia, qu linda vajilla!

SILVIAAh, esta es mi vajilla de barro y no tiene plomo.

MARIA

Plomo?

SILVIAMaria, sabas que algunas vajillas de barro tienen plomo? El plomo

es txico para todos nosotros, especialmente para nuestros nios.

MARIACmo s si mi vajilla de barro tiene plomo?

SILVIAEn tu ferretera tienen probadores de plomo. Si dudas que tu vajillade barro pueda tener plomo, no la uses para cocinar, guardar orservir comidas y bebidas.

MARIA

Muy bien.

SILVIATambin, lleva a tus nios al doctor para que los examinen contra elplomo. Para informacin llama al.

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(:15) FIFTEEN SECOND TAG FOR LIVE ON-AIR READING:

EL PLOMO ES TOXICO Y SE ENCUETRA EN VAJILLAS DE BARRO. EL PLOMO

PUEDE CAUSAR SERIOS PROBLEMAS DE SALUD, ESPECIALMENTE PARA

NUESTRO NINOS. HAZ QUE TU DOCTOR EXAMINE A TUS NINOS SI TIENEN

PLOMO EN LA SANGRE.

LLAMA AL .

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