439 



- 3 . 



cigarettes •fti<ih appear to wi^lt the various clusters, 

 this approach ccmld be asad io the practical design of 

 cigarettes for specific aarkets. The advantage of this 

 approach Is that tbe\prlDclple«, once the; are established 

 la the O.K., should be broadly applicable In other countries. 

 Superimposed on these principles there will, of course, be 

 other factors which reflect' tfre kisd of cigarette to •blch 

 consumers In a given market havf grown accustooed. For 

 iDstasce It could be that Cluster X unlTersally needs sore 

 nicotine than Cluster T; but whereas in tb* O.K. the 

 preferred deliveries might be l-3(ng foe X and O-Sog for 7, 

 from TOoD F.T. Virginia cigarettes, in aaother territory 

 tbe preferred deliveries might be 20ag for 1 aad l-4ag 

 f or' T f roa non-filter TOod air-cured cigarette^. 



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'6. 



EXPEKtimCTAL >roc;RAIOC FOR PRETTRENCE TESTING 





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(1) Project TOKAT 



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Tbe first exBArlBeafy^ode-naaed WHEAT, alns to test 

 the hypothesis that }tieX»KL*Ti^ "Inner need" dlnenslon is 

 correlated with the prefMxed ~»(eotine level. HcKeanell's 

 questionnaire will be submitted, li^ a Market Research Agency, 

 to a sample of O.K. male saokars. 'After completing 

 McKennell's factor and cluster analysis," samples of four 

 experimental cigarettes, with nicotine deliveries of 

 approximately 2-0. 1-4. 0-9 and 0-6bc, will be presented 

 to smokers la each of tbe clusters and tbelr order of 

 preference determined. (See the Agency's propo«als for 

 as outline of tbe placement design.) 



(2) Subsequent Experlirents 



Subsequent experiments will depend on the outcome of 



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