Questionnaire

OMB No. 3084-NEW
Expires: TBD

Lamp Labeling Study
(Questionnaire)

Disclosure of Estimated Burden
The estimated average burden associated with this information collection is 25 minutes per respondent. Burden
estimates include the time for reviewing instructions, gathering and maintaining data in the required form, and
completing the information collection, but exclude the time for compiling and maintaining business records in the
normal course of a respondent’s activities. A Federal agency may not conduct or sponsor, and an organization (or a
person) is not required to respond to a collection of information, unless it displays a currently valid OMB control
number. Comments concerning the accuracy of this burden estimate and suggestions for reducing this burden should
be directed to the Office of Information and Regulatory Affairs, Office of Management and Budget, Washington,
D.C. 20503, and to Hampton Newsome, Federal Trade Commission, 600 Pennsylvania Avenue, N.W., Mail Stop
NJ-2122, Washington, D.C. 20580.

1

ATTACHMENT A
LAMP LABELING STUDY – DRAFT QUESTIONNAIRE
Duration: 25 minutes
Respondents: 5600
Label Design Treatments: 16
Responses per Treatment: 350
[PROGRAMMER: ALL OPEN-ENDED QUESTIONS ARE NON-MANDATORY]
SCREENING AND INTRO
BASE ALL RESPONDENTS
Q100
We would like to thank you for agreeing to participate in this study. We are
interested in hearing your opinions about light bulbs.
This survey is being conducted for a Federal agency. A Federal agency may not
conduct or sponsor, and a person is not required to respond to, a collection of
information, unless it displays a currently valid OMB control number. The OMB
control number for this survey is 3084-0151.
BASE: ALL RESPONDENTS
Q101
Are you…?
[PROGRAMMER: SINGLE RESPONSE]
[RANDOMIZE]
1
2

Male
Female

BASE: ALL RESPONDENTS
Q102
In what year were you born? Please enter as a four-digit number, e.g.,
1963.
[PROGRAMMER: 4 DIGIT RESPONSE]
[RANGE: 1890-1999]
|__|__|__|__|

2

BASE: ALL RESPONDENTS
Q104
We are interested in including people who work in a variety of industries.
Do you, or does anyone in your immediate family, work for any of the
following types of companies? Please select all that apply.
[PROGRAMMER: MULTIPLE RESPONSE]
[RANDOMIZE 1-7]
1
2
3
4
5
6
7
97

A lighting manufacturer or retailer
An advertising agency or public relations firm
A marketing or marketing research company
A college or university
A technology services firm
A health care services organization
A credit or charge card company
None of these

BASE: ALL RESPONDENTS
Q107
Where you currently live, do you or someone in your home pay for electricity?
1
2
99

Yes
No
Not sure

[PROGRAMMER:
 IF AGE 18+ (Q102=1991-), AND DOES NOT WORK FOR SENSITIVE
INDUSTRY (Q104=4-97), ASK Q114;
 OTHERWISE TERMINATE.
BASE: ALL RESPONDENTS AGED 18+ (Q102=1991-) AND NOT IN AN IDENTIFIED
INDUSTRY (Q104=4-97)
Q114
Have you purchased a light bulb in the past two years for your home?
1
2
99

Yes
No
Not sure

[PROGRAMMER:
 IF PURCHASED LIGHT BULB (Q114=1), ASK Q115 AND Q120;
 OTHERWISE (Q114=2 OR 99), JUMP TO Q150]

3

BASE: PURCHASED LAMP (Q114=1)
Q115
Which of these types of light bulbs, if any, have you purchased in the past two (2)
years? Please select all that apply.
[PROGRAMMER: MULTIPLE RESPONSE]
[RANDOMIZE 1-4]
1
2
3
4
5
99

Incandescent
Compact Fluorescent (CFL)
Light Emitting Diode (LED)
Halogen
Other
Not sure

BASE: PURCHASED LIGHT BULB (Q114=1)
Q120
Which of the following best describes your role in deciding which light bulb(s) to
purchase?
1
2
3

I was the main decision-maker.
I shared equally in the decision.
Someone else made the decision.

[PROGRAMMER:
 IF DECISIONMAKER (Q120=1 OR 2), ASK Q135;
 IF NOT A DECISIONMAKER (Q120=3), JUMP TO Q150.]

BASE: PURCHASED LAMP (Q114 =1) AND IS MAIN DECISION MAKER (Q120=1 OR 2)
Q135
Do you recall seeing information describing light bulb characteristics on the front
of the package for the light bulb you purchased?
1
2
99

Yes
No
Not sure

[PROGRAMMER:
 IF RECALL SEEING LABEL (Q135=1), ASK Q140-Q146;
 OTHERWISE (Q135=2 OR 99) JUMP TO Q150.]
BASE: RECALL LABEL (Q135=1)
Q140
To the best of your knowledge, what information about light bulb characteristics
was included on the front of the package?
[INSERT TEXT BOX]
4

BASE: RECALL LABEL (Q135=1)
Q145
Using a scale from 0 to 10, where 0 is “Not at all Useful” and 10 is “Extremely
Useful”, how useful was the information about light bulb characteristics on the
package in your most recent light bulb purchase decision?
Not at all Useful
0

1

Extremely Useful Not sure
2

3

4

5

6

7

8

9

10

99

[PROGRAMMER:
 SHOW 10 POINT SCALE WITH “Not at all Useful” ON THE LEFT AND
“Extremely Useful” ON THE RIGHT.
 SHOW “Not Sure” (99) AS LAST POINT ON THE RIGHT, BUT DO NOT
DISPLAY CODE NUMBER.]
BASE: RECALL LABEL (Q135=1)
Q146
Was there any other information about lighting characteristics that you would
have found useful but could not find on the package?
[INSERT TEXT BOX]

[PROGRAMMER:
 IF QUALIFIED AS A 2 YEAR PURCHASER (Q114=1) AND DECISION MAKER
(Q120= 1 OR 2), JUMP TO Q200 TRANSITION SCREEN;
 OTHERWISE, JUMP TO Q150.]
BASE: NOT A 2 YEAR PURCHASER (Q114=2 OR 99) OR NOT A DECISION MAKER
(Q120=3)
Q150
In the next two (2) years are you likely to shop for a new light bulb?
1
2
99

Yes
No
Not sure

[PROGRAMMER:
 IF YES (Q150=1), JUMP TO Q200 TRANSITION SCREEN AND ASSIGN
RANDOMLY TO QUOTA 1-16 AND RECORD TREATMENT = (Quota 1 group
#);
 IF“NO” OR “NOT SURE” (Q150=2 OR 99), TERMINATE.

5

LIGHT OUTPUT, LIFE, COLOR, ENERGY USE & ENERGY EFFICIENCY
BASE: ALL QUALIFIED RESPONDENTS
Q200
Now we are going to show you the labels for several light bulbs and ask you
questions about how you might use the labels to choose light bulbs.
[PROGRAMMER:
 RANDOMIZE SECTIONS “LIGHT OUTPUT” (Q201-Q203), “LIFE” (Q205Q207), “COLOR” (Q209-Q211), & “ENERGY USE & ENERGY
EFFICIENCY” (Q213-Q219.1);
 IF LAST SECTION IN RANDOMIZATION, ASK CLOSING QUESTIONS
FOR THAT SPECIFIC SECTION (Q204a-c, Q208a-c, Q212a-c, Q220a-c).]

6

LIGHT OUTPUT
BASE: ALL QUALIFIED RESPONDENTS
Q201
Suppose you want to buy a light bulb that will fill your room with as much light
as possible. Which of these light bulbs would you select?
At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGES B, H, I]
[RANDOMIZE IMAGES]

IMAGE
B

IMAGE
H

1
[BACK LABEL LINK]
1
2
3
99

2
[BACK LABEL LINK]

Light bulb # 1
Light bulb # 2
Light bulb # 3
Not sure

[PROGRAMMER:
 IF Q201=1-3, ASK Q202;
 IF Q201=99, JUMP TO Q203.]

7

IMAGE
I

3
[BACK LABEL LINK]

BASE: QUALIFIED RESPONDENTS THAT ANSWERED Q201=1-3
Q202
Which light bulb would be your ++second++ choice?
At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGES B, H, I]
[KEEP IMAGES IN SAME ORDER AS Q201]

IMAGE
B

IMAGE
H

1
[BACK LABEL LINK]
1
2
3
99

2
[BACK LABELLINK]

Light bulb # 1
Light bulb # 2
Light bulb # 3
Not sure

8

IMAGE
I

3
[BACK LABEL LINK]

BASE: ALL QUALIFIED RESPONDENTS
Q203
When making a light bulb purchase, how important to you is the amount of light
that a light bulb provides?
Not At All
Important
0

1

Extremely
Important Not Sure
2

3

4

5

6

7

8

9

10

99

[PROGRAMMER:
 SHOW 10 POINT SCALE WITH “Not at all Important” ON THE LEFT AND
“Extremely Important” ON THE RIGHT.
 SHOW “Not Sure” (99) AS THE LAST POINT ON THE RIGHT BUT DO NOT
SHOW CODE NUMBER.]
[PROGRAMMER:
 ASK QUESTIONS Q204a-Q204c ONLY IF Q201–Q203 ARE LAST IN
ROTATION.
 OTHERWISE SKIP TO NEXT RANDOMLY ASSIGNED SECTION.]

9

BASE: ALL QUALIFIED RESPONDENTS AND Q201-Q203 ARE LAST MODULE
Q204a
Which of the following label information did you use to select the light bulb with
the most light? (You may choose up to two (2) answers)
[PROGRAMMER: ALLOW UP TO TWO (2) RESPONSES]
[RANDOMIZE 1-12]
1
2
3
4
5
6
7
8
9
10
11
12
97
99

Color information on front panel
Color information on back panel
Life in years
Life in hours
Lumens
Energy cost
Watts
Energy efficiency in lumens/watt
Energy efficiency in number of stars
Watt equivalency
Energy Star
Voltage
None of the above
Not Sure

[PROGRAMMER:
 IF Q204a = 1-12, FOR EACH ANSWER IN Q204a, ASK Q204b AND Q204c;
 IF Q204a = 97 OR 99, JUMP TO Q402]
BASE: IF Q201-Q203 ARE LAST MODULE AND RESPONDED Q204a=1-12
Q204b
Using a scale from 0 to 10, where 0 is “Not at all Useful” and 10 is “Extremely
Useful,” how useful [IF Q204a=5 OR 7, DISPLAY “were”, ELSE, DISPLAY
“was”] the [INSERT ANSWER Q204a IN LOWERCASE, ORANGE,
BOLD] in choosing the light bulb with the most amount of light?

Extremely Useful Not sure

Not at all Useful
0

1

2

3

4

5

6

7

8

9

10

[PROGRAMMER:
 SHOW 10 POINT SCALE WITH “Not at all Useful” ON THE LEFT AND
“Extremely Useful” ON THE RIGHT.
 SHOW “Not Sure” (99) AS LAST POINT ON THE RIGHT, BUT DO NOT
DISPLAY CODE NUMBER.]

10

99

BASE: IF Q201-Q203 ARE LAST MODULE AND RESPONDED Q204a=1-12
Q204c
Using a scale from 0 to 10, where 0 is “Not at all Trustworthy” and 10 is
“Extremely Trustworthy”, how trustworthy was the information about [IF
Q204a=1 DISPLAY “color on the front panel”; IF Q204a=2, DISPLAY
“color on the back label”; ELSE, INSERT ANSWER Q204a IN
LOWERCASE, ORANGE, BOLD]?
Extremely Trustworthy Not sure

Not at all Trustworthy
0

1

2

3

4

5

6

7

8

9

10

[PROGRAMMER:
 SHOW 10 POINT SCALE WITH “Not at all Trustworthy” ON THE LEFT AND
“Extremely Trustworthy” ON THE RIGHT.
 SHOW “Not Sure” (99) AS LAST POINT ON THE RIGHT, BUT DO NOT
DISPLAY CODE NUMBER.]

11

99

LIFE
BASE: ALL QUALIFIED RESPONDENTS
Q205
Suppose you want to buy a light bulb that will last as long as possible before
burning out. Which of these light bulbs would you select?
At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGES A, G, H]
[RANDOMIZE IMAGES]

IMAGE
A

IMAGE
G

1
[BACK LABEL LINK]

1
2
3
99

2
[BACK LABEL LINK]

Light bulb # 1
Light bulb # 2
Light bulb # 3
Not sure

[PROGRAMMER:
 IF Q205=1-3, ASK Q206;
 IF Q205=99, JUMP TO Q207.]

12

IMAGE
H

3
[BACK LABEL LINK]

BASE: ALL QUALIFIED RESPONDENTS AND ANSWERED Q205=1-3
Q206
Which light bulb would be your ++second++ choice?
At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGES A, G, H]
[KEEP IMAGES IN SAME ORDER AS Q205]

IMAGE
A

IMAGE
G

1
[BACK LABEL LINK]
1
2
3
99

2
[BACK LABEL LINK]

Light bulb # 1
Light bulb # 2
Light bulb # 3
Not sure

13

IMAGE
H

3
[BACK LABEL LINK]

BASE: ALL QUALIFIED RESPONDENTS
Q207
When making a light bulb purchase, how important to you is the length of time
the light bulb will last?
Not At All
Important
0

1

Extremely
Important Not Sure
2

3

4

5

6

7

8

9

10

99

[PROGRAMMER:
 SHOW 10 POINT SCALE WITH “Not at all Important” ON THE LEFT AND
“Extremely Important” ON THE RIGHT.
 SHOW “Not Sure” (99) AS THE LAST POINT ON THE RIGHT BUT DO NOT
SHOW CODE NUMBER.]
[PROGRAMMER:
 ASK Q208a-Q208c ONLY IF Q205-Q207 ARE THE LAST IN ROTATION.
 OTHERWISE SKIP TO NEXT RANDOMLY ASSIGNED SECTION.]

14

BASE: ALL QUALIFIED RESPONDENTS AND Q205-Q207 ARE LAST MODULE
Q208a
Which of the following label information did you use to choose the light bulb that
lasts the longest time? (You may choose up to two (2) answers)
[PROGRAMMER: ALLOW UP TO TWO (2) RESPONSES]
[RANDOMIZE 1-12]
1
2
3
4
5
6
7
8
9
10
11
12
97
99

Color information on front panel
Color information on back panel
Life in years
Life in hours
Lumens
Energy cost
Watts
Energy efficiency in lumens/watt
Energy efficiency in number of stars
Watt equivalency
Energy Star
Voltage
None of the above
Not Sure

[PROGRAMMER:
 IF Q208a = 1-12, FOR EACH ANSWER IN Q208a, ASK Q208b AND Q208c;
 IF Q208a = 97 OR 99, JUMP TO Q402]
BASE: IF Q205-Q207 ARE LAST MODULE AND RESPONDED Q208a=1-12
Q208b
Using a scale from 0 to 10, where 0 is “Not at all Useful” and 10 is “Extremely
Useful,” how useful [IF Q208a=5 OR 7, DISPLAY “were”, ELSE, DISPLAY
“was”] the [INSERT ANSWER FROM Q208a IN LOWERCASE, ORANGE,
BOLD] in choosing the light bulb that lasts the longest time?
Extremely Useful Not sure

Not at all Useful
0

1

2

3

4

5

6

7

8

9

10

[PROGRAMMER:
 SHOW 10 POINT SCALE WITH “Not at all Useful” ON THE LEFT AND
“Extremely Useful” ON THE RIGHT.
 SHOW “Not Sure” (99) AS LAST POINT ON THE RIGHT, BUT DO NOT
DISPLAY CODE NUMBER.]

15

99

BASE: IF Q205-Q207 ARE LAST MODULE AND RESPONDED Q208a=1-12
Q208c
Using a scale from 0 to 10, where 0 is “Not at all Trustworthy” and 10 is
“Extremely Trustworthy”, how trustworthy was the information about [IF
Q208a=1 DISPLAY “color on the front panel”; IF Q208a=2, DISPLAY
“color on the back label”; ELSE, INSERT ANSWER Q208a IN
LOWERCASE, ORANGE, BOLD?
Extremely Trustworthy

Not at all Trustworthy
sure
0

1

2

3

4

5

6

7

8

9

Not

10

[PROGRAMMER:
 SHOW 10 POINT SCALE WITH “Not at all Trustworthy” ON THE LEFT AND
“Extremely Trustworthy” ON THE RIGHT;
 SHOW “Not Sure” (99) AS LAST POINT ON THE RIGHT BUT DO NOT
DISPLAY CODE NUMBER.]

16

99

COLOR
[PROGRAMMER: ROTATE Q209 AND Q210]
BASE: ALL QUALIFIED RESPONDENTS
Q209
Suppose you want to buy a light bulb with light that looks most like the light in
++photograph B++. Which of the following light bulbs would you choose?
[USE PHOTOS A=2700K, B=4100K, C=6500K]
[DO NOT RANDOMIZE PHOTOS]

PHOTO
2700K

A

PHOTO
4100K

B

PHOTO
6500K

C

At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGES C, D, E]
[RANDOMIZE IMAGES]

17

IMAGE
C

1
[BACK LABEL LINK]
1
2
3
99

IMAGE
D

IMAGE
E

2
[BACK LABEL LINK]

3
[BACK LABEL LINK]

Light bulb # 1
Light bulb # 2
Light bulb # 3
Not sure

18

BASE: ALL QUALIFED RESPONDENTS
Q210
Suppose you want to buy a light bulb with light that looks most like the light in
++photograph A++. Which of the following light bulbs would you choose?
[USE PHOTOS A=2700K, B=4100K, C=6500K]
[DO NOT RANDOMIZE PHOTOS

2700K

A

4100K

B

6500K

C

At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGES C, D, E]
[KEEP IMAGES IN SAME ORDER AS Q209]

19

IMAGE
C

IMAGE
D

1
[BACK LABEL LINK]

1
2
3
99

IMAGE
E

2
[BACK LABEL LINK]

3
[BACK LABEL LINK]

Light bulb # 1
Light bulb # 2
Light bulb # 3
Not sure

BASE: ALL QUALIFIED RESPONDENTS
Q211
When making a light bulb purchase, how important to you is the appearance of
the light that the light bulb produces?
Not At All
Important
0

1

Extremely
Important Not Sure
2

3

4

5

6

7

8

9

10

99

[PROGRAMMER:
 SHOW 10 POINT SCALE WITH “Not at all Important” ON THE LEFT AND
“Extremely Important” ON THE RIGHT.
 SHOW “Not Sure” (99) AS THE LAST POINT ON THE RIGHT BUT DO NOT
SHOW CODE NUMBER.]
[PROGRAMMER:
 ASK QUESTIONS Q212a-Q212c ONLY IF Q209-211 ARE THE LAST IN
ROTATION;
 OTHERWISE SKIP TO NEXT RANDOMLY ASSIGNED SECTION.]

20

BASE: ALL QUALIFIED RESPONDENTS AND Q209-Q211 ARE LAST MODULE
Q212a
Which of the following information did you use to choose the light bulb with light
that looks most like the light in photograph B? (You may choose up to two (2)
answers)
[PROGRAMMER: ALLOW UP TO TWO (2) RESPONSES]
[RANDOMIZE 1-12]
1
2
3
4
5
6
7
8
9
10
11
12
97
99

Color information on front panel
Color information on back panel
Life in years
Life in hours
Lumens
Energy cost
Watts
Energy efficiency in lumens/watt
Energy efficiency in number of stars
Watt equivalency
Energy Star
Voltage
None of the above
Not Sure

[PROGRAMMER:
 IF Q212a = 1-12, FOR EACH ANSWER IN Q212a, ASK Q212b AND Q212c;
 IF Q212a = 97 OR 99, JUMP TO Q402]

BASE: IF Q209-Q211 ARE LAST MODULE AND RESPONDED Q212a=1-12
Q212b
Using a scale from 0 to 10, where 0 is “Not at all Useful” and 10 is “Extremely
Useful,” how useful [IF Q212a=5 OR 7, DISPLAY “were”, ELSE, DISPLAY
“was”] the [INSERT ANSWER Q212a IN LOWERCASE, ORANGE,
BOLD] in choosing the light bulb with light that would look most like the light in
photograph B?
Not at all Useful
0

1

Extremely Useful Not sure
2

3

4

5

6

7

8

9

10

[PROGRAMMER:
 SHOW 10 POINT SCALE WITH “Not at all Useful” ON THE LEFT AND
“Extremely Useful” ON THE RIGHT.
 SHOW “Not Sure” (99) AS LAST POINT ON THE RIGHT, BUT DO NOT
DISPLAY CODE NUMBER.]
21

99

BASE: IF Q209-Q211 ARE LAST MODULE AND RESPONDED Q212a=1-12
Q212c
Using a scale from 0 to 10, where 0 is “Not at all Trustworthy” and 10 is
“Extremely Trustworthy”, how trustworthy was the information about [IF
Q212a=1 DISPLAY “color on the front panel”; IF Q212a=2, DISPLAY
“color on the back label”; ELSE, INSERT ANSWER Q212a IN
LOWERCASE, ORANGE, BOLD?
Not at all Trustworthy
sure
0

1

2

Extremely Trustworthy

3

4

5

6

7

8

9

Not

10

[PROGRAMMER:
 SHOW 10 POINT SCALE WITH “Not at all Trustworthy” ON THE LEFT AND
“Extremely Trustworthy” ON THE RIGHT;
 SHOW “Not Sure” (99) AS LAST POINT ON THE RIGHT BUT DO NOT
DISPLAY CODE NUMBER.]

22

99

ENERGY USE AND ENERGY EFFICIENCY
[PROGRAMMER:
 ROTATE SECTION Q213-Q216 WITH SECTION Q213.1-Q216.1.
 AFTER BOTH SECTIONS ANSWERED, ASK Q217-Q218]
ENERGY USE
BASE: ALL QUALIFIED RESPONDENTS
Q213
Which of the following light bulbs uses the ++least++ amount of energy to
operate?
At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGES A, K, I]
[RANDOMIZE IMAGES]

IMAGE
A

IMAGE
K

1
[BACK LABEL LINK]
1
2
3
99

2
[BACK LABEL LINK]

Light bulb # 1
Light bulb # 2
Light bulb # 3
Not sure

23

IMAGE
I

3
[BACK LABEL LINK]

BASE: ALL QUALIFIED RESPONDENTS
Q214
Which light bulb uses the ++most++ amount of energy to operate?
At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGES A, K, I]
[KEEP IMAGES IN SAME ORDER AS Q213]

IMAGE
A

IMAGE
K

1
[BACK LABEL LINK]
1
2
3
99

2
[BACK LABEL LINK]

Light bulb # 1
Light bulb # 2
Light bulb # 3
Not sure

24

IMAGE
I

3
[BACK LABEL LINK]

BASE: ALL QUALIFIED RESPONDENTS
Q215
Which of the following light bulbs uses the ++least++ amount of energy to
operate?
At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGES B, G, H]
[RANDOMIZE IMAGES]

IMAGE
B

IMAGE
G

1
[BACK LABEL LINK]
1
2
3
99

2
[BACK LABEL LINK]

Light bulb # 1
Light bulb # 2
Light bulb # 3
Not sure

25

IMAGE
H

3
[BACK LABEL LINK]

BASE: ALL QUALIFIED RESPONDENTS
Q216
Which light bulb uses the ++most++ amount of energy to operate?
At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGES B, G, H]
[KEEP IMAGES IN SAME ORDER AS Q215]

IMAGE
B

IMAGE
G

1
[BACK LABEL LINK]
1
2
3
99

2
[BACK LABEL LINK]

Light bulb # 1
Light bulb # 2
Light bulb # 3
Not sure

26

IMAGE
H

3
[BACK LABEL LINK]

ENERGY EFFICIENCY
BASE: ALL QUALIFIED RESPONDENTS
Q213.1
Which of the following light bulbs is the ++most++ energy efficient?
At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGES A, K, I]
[RANDOMIZE IMAGES]

IMAGE
A

IMAGE
K

1
[BACK LABEL LINK]
1
2
3
99

2
[BACK LABEL LINK]

Light bulb # 1
Light bulb # 2
Light bulb # 3
Not sure

27

IMAGE
I

3
[BACK LABEL LINK]

BASE: ALL QUALIFIED RESPONDENTS
Q214.1
Which light bulb is the ++least++ energy efficient?
At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGES A, K, I]
[KEEP IMAGES IN SAME ORDER AS Q213.1]

IMAGE
A

IMAGE
K

1
[BACK LABEL LINK]
1
2
3
99

2
[BACK LABEL LINK]

Light bulb # 1
Light bulb # 2
Light bulb # 3
Not sure

28

IMAGE
I

3
[BACK LABEL LINK]

BASE: ALL QUALIFIED RESPONDENTS
Q215.1
Which of the following light bulbs is the ++most++ energy efficient?
At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGES B, G, H]
[RANDOMIZE IMAGES]

IMAGE
B

IMAGE
G

1
[BACK LABEL LINK]
1
2
3
99

2
[BACK LABEL LINK]

Light bulb # 1
Light bulb # 2
Light bulb # 3
Not sure

29

IMAGE
H

3
[BACK LABEL LINK]

BASE: ALL QUALIFIED RESPONDENTS
Q216.1
Which light bulb is the ++least++ energy efficient?
At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGES B, G, H]
[KEEP IMAGES IN SAME ORDER AS Q215.1]

IMAGE
B

IMAGE
G

1
[BACK LABEL LINK]
1
2
3
99

2
[BACK LABEL LINK]

Light bulb # 1
Light bulb # 2
Light bulb # 3
Not sure

30

IMAGE
H

3
[BACK LABEL LINK]

BASE: ALL QUALIFIED RESPONDENTS
Q217
Suppose light bulb A has a purchase price of $0.50 per light bulb. Based on the
information on the packages for light bulb A and light bulb B, how much would
you be willing to pay for light bulb B?
At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGE A = LIGHT BULB A, IMAGE I = LIGHT BULB B]
[DO NOT RANDOMIZE]

IMAGE
A

IMAGE
I

A
[BACK LABEL LINK]
1
2
3
99

B
[BACK LABEL LINK]

Less than $0.50
About $0.50
More than $0.50
Not sure

[PROGRAMMER:
 IF Q217=1 OR 2 OR 99, GO TO Q219;
 IF Q217=3, GO TO Q218.]

31

BASE: ALL QUALIFIED RESPONDENTS AND ANSWERED Q217=3
Q218
You said “More than $0.50.” How much would you be willing to pay for light
bulb B? Please be as specific as possible.
At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGE A = LIGHT BULB A, IMAGE I = LIGHT BULB B]
[DO NOT RANDOMIZE]

IMAGE
A

IMAGE
I

A
[BACK LABEL LINK]

B
[BACK LABEL LINK]

$________ [RANGE $0.51-$99.99]

32

BASE: ALL QUALIFIED RESPONDENTS
Q219
When making a light bulb purchase, how important to you is the ++amount of
energy needed++ to operate the light bulb?
Not At All
Important
0

1

Extremely
Important Not Sure
2

3

4

5

6

7

8

9

10

99

[PROGRAMMER:
 SHOW 10 POINT SCALE WITH “Not at all Important” ON THE LEFT AND
“Extremely Important” ON THE RIGHT.
 SHOW “Not Sure” (99) AS THE LAST POINT ON THE RIGHT BUT DO NOT
SHOW CODE NUMBER.]
BASE:
Q219.1

When making a light bulb purchase, how important to you is the ++energy
efficiency++ of the light bulb?

Not At All
Important
0

1

Extremely
Important Not Sure
2

3

4

5

6

7

8

9

10

99

[PROGRAMMER:
 SHOW 10 POINT SCALE WITH “Not at all Important” ON THE LEFT AND
“Extremely Important” ON THE RIGHT.
 SHOW “Not Sure” (99) AS THE LAST POINT ON THE RIGHT BUT DO NOT
SHOW CODE NUMBER.]
[PROGRAMMER:
 ASK QUESTIONS Q220a–Q220c ONLY IF Q213-Q219.1 ARE THE LAST IN
THIS ROTATION;
 OTHERWISE SKIP TO NEXT RANDOMLY ASSIGNED SECTION.]

33

BASE: ALL QUALIFIED RESPONDENTS AND Q213-Q219 ARE LAST MODULE
Q220a
Which of the following label information did you use to answer questions related
to energy use and energy efficiency? (You may choose up to two (2) answers)
[PROGRAMMER: ALLOW UP TO TWO (2) REPSONSES]
[RANDOMIZE 1-12]
1
2
3
4
5
6
7
8
9
10
11
12
97
99

Color information on front panel
Color information on back panel
Life in years
Life in hours
Lumens
Energy cost
Watts
Energy efficiency in lumens/watt
Energy efficiency in number of stars
Watt equivalency
Energy Star
Voltage
None of the above
Not Sure

[PROGRAMMER:
 IF Q220a = 1-12, FOR EACH ANSWER IN Q220a, ASK Q220b AND Q220c;
 IF Q220a = 97 OR 99, JUMP TO Q402]

BASE: IF Q213-Q219.1 ARE LAST MODULE AND RESPONDED Q220a=1-12
Q220b
Using a scale from 0 to 10, where 0 is “Not at all Useful” and 10 is “Extremely
Useful,” how useful [IF Q220a=5 OR 7, DISPLAY “were”, ELSE, DISPLAY
“was”] the [INSERT ANSWER Q220a IN LOWERCASE, ORANGE,
BOLD] in choosing light bulbs based on energy use and energy efficiency?
Extremely Useful Not sure

Not at all Useful
0

1

2

3

4

5

6

7

8

9

10

[PROGRAMMER:
 SHOW 10 POINT SCALE WITH “Not at all Useful” ON THE LEFT AND
“Extremely Useful” ON THE RIGHT.
 SHOW “Not Sure” (99) AS LAST POINT ON THE RIGHT BUT DO NOT
DISPLAY CODE NUMBER.]

34

99

BASE: IF Q213-Q219.1 ARE LAST MODULE AND RESPONDED Q220a=1-12
Q220c
Using a scale from 0 to 10, where 0 is “Not at all Trustworthy” and 10 is
“Extremely Trustworthy”, how ++trustworthy++ was the information about [IF
Q220a=1 DISPLAY “color on the front panel”; IF Q220a=2, DISPLAY
“color on the back label”; ELSE, INSERT ANSWER Q204a IN
LOWERCASE, ORANGE, BOLD]?
Extremely Trustworthy

Not at all Trustworthy
0

1

2

3

4

5

6

7

8

9

Not sure

10

[PROGRAMMER:
 SHOW 10 POINT SCALE WITH “Not at all Trustworthy” ON THE LEFT AND
“Extremely Trustworthy” ON THE RIGHT;
 SHOW “Not Sure” (99) AS LAST POINT ON THE RIGHT BUT DO NOT
DISPLAY CODE NUMBER.]

35

99

SECTION 400: ENERGY STAR
[PROGRAMMER: RANDOMIZE Q402 AND Q403]
BASE: ALL QUALIFIED RESPONDENTS
Q402
Which light bulb qualifies for the U.S. Government’s Energy Star program?
(You may select more than one light bulb.)
At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGES A, D, I]
[RANDOMIZE IMAGES]

IMAGE
A

1
[BACK LABEL LINK]

IMAGE
D

2
[BACK LABEL LINK]

36

IMAGE
I

3
[BACK LABEL LINK]

[PROGRAMMER: MULTIPLE RESPONSE]
[RANDOMIZE]
1
2
3
4
99

Light bulb # 1
Light bulb # 2
Light bulb # 3
None of these qualify for the Energy Star program
Not sure

37

BASE: ALL QUALIFIED RESPONDENTS
Q403
Which light bulb qualifies for the U.S. Government’s Energy Star program?
(You may select more than one light bulb.)
At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGES A, B, F]
[RANDOMIZE IMAGES]

IMAGE
A

IMAGE
B

1
[BACK LABEL LINK]

2
[BACK LABEL LINK]

IMAGE
F

3
[BACK LABEL LINK]

[PROGRAMMER: MULTIPLE RESPONSE]
[RANDOMIZE]
1
2
3
4
99

Light bulb # 1
Light bulb # 2
Light bulb # 3
None of these qualify for the Energy Star program
Not sure

38

SECTION 700: QUALITY

BASE: ALL QUALIFIED RESPONDENTS
Q701
Of these light bulbs, which one will provide the most reliable performance?
At any time, you may click on each label to see a larger version. You may also click on the link
below the label titled “Back Label” to see the back of the package.
[PROGRAMMER:
 ALLOW FRONT LABEL TO BE ENLARGED IF RESPONDENT CLICKS ON
LABEL;
 INSERT LINK TO BACK LABEL IMAGE UNDER EACH FRONT LABEL
IMAGE, AND TITLE THE LINK “Back Label”]
[USE IMAGES A, J, I]
[RANDOMIZE IMAGES]

IMAGE
A

IMAGE
J

1
[BACK LABEL LINK]

2
[BACK LABEL LINK]
1
2
3
98
99

IMAGE
I

3
[BACK LABEL LINK]

Light bulb # 1
Light bulb # 2
Light bulb # 3
Can’t tell
Not sure

[PROGRAMMER: IF Q701 =98 (Can’t tell) OR 99 (Not sure), GO TO Q905]

39

BASE: ALL QUALIFIED RESPONDENTS
Q702
What information on the label did you use to judge reliability?
[INSERT TEXT BOX]

SECTION 900: FRONT & BACK
BASE: ALL QUALIFIED RESPONDENTS
Q905
During this survey, was there information (other than price) that was not provided
to you that would be helpful when purchasing light bulbs?
1
2

Yes
No

[PROGRAMMER: IF Q905 =1 (Yes) GO TO Q906, IF Q905 = 2 (No), SKIP TO Q907]
BASE: ALL QUALIFIED RESPONDENTS AND ANSWERED Q905=1
Q906
Please describe what information would be helpful.
[INSERT TEXT BOX]
BASE: ALL QUALIFIED RESPONDENTS
Q907
During this survey, did you refer to the back label?
1
2

Yes
No

[PROGRAMMER: IF Q907 =1 (Yes) GO TO Q908, IF Q907 = 2 (No), SKIP TO Q1101]

40

BASE: ALL QUALIFIED RESPONDENTS AND ANSWERED Q907=1
Q908
Which information did you use on the back label? Please select
all that apply.
[PROGRAMMER: MULTIPLE RESPONSE]
[RANDOMIZE]
1
2
3
4
5
6
7
8
9
10
11
12
13

Brightness (lumens)
Light Output (lumens)
Yearly Energy Costs
Watt equivalency
Life in years
Life in hours
Voltage
Energy Use (watts)
Energy Efficiency in lumens/watt
Energy Efficiency in number of stars
Color Temperature
Color Appearance
None of the above

41

SECTION 1100: DEMOGRAPHICS
BASE: ALL RESPONDENTS
Q1101
What is the highest grade in school or year of college that you have completed?
1
2
3
4
5
6

Less than 12 years (high school)
12 years/High School Graduate/GED
1 or 2 years of college/junior college/Associate’s Degree/ 3 or more years
of college but no degree
Trade School
Bachelor’s Degree (for example. B.A., A.B., B.S.)
Advanced Degree (for example, Master’s, Ph.D., M.D., J.D.)

BASE: ALL RESPONDENTS
Q1102
Are you currently:
1
2
3
4
5
6

Married
Separated
Divorced
Widowed
Single, never been married
Living with partner

BASE: ALL RESPONDENTS
Q1103
Are you:
1
Male
2
Female
BASE: ALL RESPONDENTS
Q1104
Are you of Hispanic or Latino origin?
1
2
98
99

Yes, of Hispanic origin
No, not of Hispanic origin
Not sure
Prefer not to answer

42

BASE: ALL RESPONDENTS
Q1105
Please choose one or more categories to indicate your race. Are you…?
[PROGRAMMER:
 MULTIPLE RESPONSE
 RANDOMIZE 1-5.
1
2
3
4
5
99

White
Black or African American
American Indian or Alaska Native
Asian
Native Hawaiian or Other Pacific Islander
Prefer not to answer

BASE: ALL RESPONDENTS
Q1106
Thinking of the income that your household earned or received from all sources in
2008, how much was the total amount, before taxes and other deductions?
1
2
3
4
5
6
7
99

Less than $20,000
$20,000 to less than $40,000
$40,000 to less than $60,000
$60,000 to less than $80,000
$80,000 to less than $100,000
$100,000 to less than $200,000
$200,000 or more
Prefer not to answer

43

Conclusion Text
You have reached the end of this study. Thank you very much for your participation.

44