NHTSA Label Mall Intercept Report

NHTSA Monroney Label Testing
Mall Intercepts Research

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Last Updated – December, 2006

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Methodology

• In-person interviews were conducted by a Harris Interactive research partner specializing in mall intercept surveys.   

• 201 mall intercept interviews were conducted in two locations among those age 18 and older 

• • –152 at Lakeforest Mall in Gaithersburg, MD 

  • –49 at Pentagon City Mall in Arlington, VA 

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Last Updated – December, 2006

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Understand your business challenges and opportunities in the context
of your industry

Design research solutions that ensure valid and reliable data

Research design

Data collection and programming

Representativeness

Quality control

Provide strategic insights to create evidence-driven action plans and recommendations, when needed

Reporting and analysis is standard; consulting should be available as needed

Deliver value

Beyond your budget and timetable, you should gain the confidence and clarity you need

ORIGINAL CONTENT:

It’s So Much More Than Sample

Understanding Your Business Challenge

Designing Research Solutions

Research Design

Data Collection and Programming

Representativeness

Quality Control

Providing Strategic Insights

Reporting and Analysis

Cost Effectiveness

Price

 

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Key Findings

• Vehicle safety is extremely important in the selection process.  In fact, nearly all (99%) respondents considered safety to be either very (86%) or somewhat (13%) important.   

• Although government safety ratings are a relatively recent addition to new vehicle window stickers, the majority of respondents (63%) are aware government safety ratings are on new vehicle windows. 

• While nearly six-in-ten (57%) respondents indicate they interpret the Frontal and Side crash test ratings in Version B are based on more than one test, three-in-four (73%) feel it would be better if there were a footnote to clarify the ratings are based on more than one test. 

 

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Importance of Safety in Vehicle Selection

 

 

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Awareness of Government Safety Ratings on Vehicle Window Stickers

 

 

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Monroney Label Options

 

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Title Preference

 

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Rating Preference

 

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Version B Interpretation

 

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Version B Alternative Presentation

 

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Footer Preference

 

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Overall Preference

 

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Demographics

50%	50%

 

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Demographics

 

 

 

 

NHTSA Monroney Label Testing
Mall Intercepts Research

Content Provider –

Content Owner –

Web Address –

Last Updated – December, 2006

Speaker Notes –

 

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