Penn, Schoen & Berland Associates - WikiLeaks I L... · Web viewAlex Rider ## IF QREAD C11 ## ......

2425 OLYMPIC BOULEVARDSUITE 200E

LOS ANGELES, CA. 90025PSBRESEARCH.COM

GoosebumpsFranchise Health StudyFebruary 2013

BASIC SCREENERS

1 /* QPASSWORD */ /* CODE */ Password

1) General ## IF PASSWORD ENDS IN 01 ## 2) Kid ## IF PASSWORD ENDS IN 02 ##

## IF QPASSWORD C2 Kid ##/* QK1 */ How old are you? /* OPEN END NUMERIC */

## IF QPASSWORD C2 PRE-TEEN ##/* QKIDCODING */ /* CODE */ Code Kid or Adult

1) Kid ## IF QK1 7-12 ##2) Adult ## IF QK1 25-54 ##3) Young Adult ## IF QK1 13-24 ## /* TERMINATE */

## TERMINATE UNDER 7 AND OVER 54 ##

## IF CODE ADULT (C2) IN QKIDCODING AND IF QPASSWORD C2 KID ##/* QK2 */ Are you the parent or guardian of a child between the ages of 7 and 12?

1) Yes 2) No /* TERMINATE */

## IF CODE KID (C1) IN QKIDCODING AND IF QPASSWORD C2 KID##/* DISPLAY */ Since you are under the age of 13, we need permission from a parent or guardian in order to allow you to continue with this movie survey. Please have a parent or guardian present and then click on the Next button.

## END PAGE ##

## IF QPASSWORD C2 KID ##/* QK3 */ The purpose of this research is to measure interest in an upcoming

movie. The opinions gathered in this research will be used by a motion picture studio to help them understand what kids like or dislike about an upcoming movie.

© 2012 PENN SCHOEN BERLAND 1

In order for your child to participate in this survey, you must certify that you are the parent or legal guardian and that you agree to have your child take this survey.

We will not be collecting any individually identifiable information from your child. The information that is collected will not be distributed to any other third party other than the motion picture company. No other information will be collected outside of this survey.

1) Yes, I am the parent or legal guardian and I give permission for my child to participate in this survey.

2) No, I am the parent or legal guardian but I do not give permission for my child to participate in this survey. /* TERMINATE */

3) No, I am not the parent or legal guardian. /* TERMINATE */

## IF QPASSWORD C2 KID ##/* DISPLAY */ Thank you for participating in this study. All of the remaining questions are intended for the child under the age of 13.

## END OF PAGE ##

/* QAGE */ How old are you? /* OPEN END NUMERIC */ ## IF QPASSWORD C2 KID AND QKIDCODING C1 KID, TERMINATE IF NOT SAME AGE AS QK1 ## ## IF QPASSWORD C1 GENERAL, TERMINATE IF NOT 13-54 ## ## IF QPASSWORD C2 (KID), TERMINATE IF NOT 7-12 ##

2 Do you or any member of your household work for any of the following types of companies? /* MULTIPLE RESPONSES PERMITTED */ /* RANDOM ROTATE CHOICES */

1) Marketing research firm /* TERMINATE */2) Newspaper/trade journal, or published periodical /* TERMINATE */

3) Radio or TV station /* TERMINATE */4) Computer or telecommunications company5) Motion Picture company /* TERMINATE */6) Ad agency /* TERMINATE */7) None of the above /* EXCLUSIVE */

3 When is the last time that you saw a movie in the movie theater?

1) This past week2) Within the past two weeks3) Within the past month4) Within the past two months5) Within the past 6 months /* TERMINATE */


6) Within the past year /* TERMINATE */

4 Thinking back to the past 6 months, approximately how many movies have you seen in the movie theater? /* OPEN END NUMERIC (0 TO 52) */ ## TERMINATE IF 0 ##

## CODE FREQUENT ##

/* QGENRE */ What are your favorite movie genres? Please select as many as apply. /* MULTIPLE RESPONSES PERMITTED */

1) Action2) Adventure3) Animated 4) Comedy5) Documentary6) Drama7) Family8) Horror9) Independent10)Romantic Comedy11)Romantic Drama12)Sci-Fi13)Thriller

/* QGENDER */ Are you...?

1) Male 2) Female

/* QRACE */ Which of the following best describes your racial or ethnic group?

1) White / Caucasian 2) African-American / Black / Caribbean-American3) Asian / Pacific Islander 4) Hispanic / Latino 5) Other /* SPECIFY */

## IF NOT QRACE C4 ## 5 Are you of Hispanic descent?

1) Yes ## RECODE AS QRACE CHOICE 4 ##2) No

6 What state do you live in? /* DROP DOWN */ /* STATE */ ## TERMINATE NON-US ##

## ASK IF QAGE>24 ##


/* QPARENT */ Are you the parent of a child under the age of 18?

1) Yes 2) No

## IF QPARENT C1 ## 7 Please indicate the age and gender of the child/children living in your

household. ## SPLIT INTO TWO COLUMNS AFTER CHOICE 4 ## ## TERMINATE IF MORE THAN 6 CHOICES PUNCHED ## /* MULTIPLE RESPONSES PERMITTED */

1) Boy <62) Boy 6-103) Boy 11-144) Boy 15-175) Girl <66) Girl 6-107) Girl 11-148) Girl 15-17

/* QTARGETPAR */ /* CODE */ Parent 6-14

1) Yes ## IF Q7 C2, C3, C6, OR C7 ## 2) No ## IF NOT Q8 C2, C3, C6, OR C7 ##

/* QTARGETMOMDAD */ /* CODE */ Mom/Dad

1) Mom ## IF QGENDER C2 AND QTARGETPAR C1 ## 2) Dad ## IF QGENDER C1 AND QTAGETPAR C1 ##

/* QAud1 */ /* CODE */ GENDER AND AGE

1) Male 7-92) Female 7-93) Male 10-124) Female 10-125) Male 13-176) Female 13-177) Male 18-248) Female 18-249) Male 25-34 10)Female 25-34 11)Male 35-44 12)Female 35-44 13)Male 45-54 14)Female 45-54


/* QAud2 */ /* CODE */ AGE

1) 7-9 YEAR OLDS2) 10-12 YEAR OLDS3) 13-17 YEAR OLDS4) 18-24 YEAR OLDS 5) 25-34 YEAR OLDS 6) 35-44 YEAR OLDS 7) 45-54 YEAR OLDS

/* QAud3 */ /* CODE */ 25 QUADS

1) Males <25 2) Males 25+ 3) Females <25 4) Females 25+


FRANCHISE EVALUATION

/* QAWARE */ Are you aware of any of the following book series? Please select all that apply. /* MULTIPLE RESPONSES PERMITTED */ /* RANDOM ROTATE CHOICES */

1) Goosebumps 2) The 39 Clues3) Diary of a Wimpy Kid4) The Babysitters Club5) Nancy Drew6) The Magic Tree House7) Adventures of Captain Underpants8) The Hardy Boys9) The Mortal Instruments10)A Series of Unfortunate Events11)Alex Rider12)Artemis Fowl13)None of the above /* DO NOT ROTATE */ /* EXCLUSIVE */

/* QREAD */ Have you ever read any of the following book series? Please select all that apply. /* MULTIPLE RESPONSES PERMITTED */ /* RANDOM ROTATE CHOICES */ ## ONLY IF CHOSEN IN QAWARE ##

1) Goosebumps 2) The 39 Clues3) Diary of a Wimpy Kid4) The Babysitters Club5) Nancy Drew6) The Magic Tree House7) Adventures of Captain Underpants8) The Hardy Boys9) The Mortal Instruments10)A Series of Unfortunate Events11)Alex Rider12)Artemis Fowl13)None of the above /* DO NOT ROTATE */ /* EXCLUSIVE */

/* QGOOSEBUMPSREAD */ /* CODE */ Read Goosebumps

1) Read ## IF QREAD C1 ##2) Have not read ## IF NOT QREAD C1 ##

/* METRIC A */ Do you consider yourself a fan of each of the following book series?

1) I am a big fan


2) I am somewhat of a fan3) I used to be a fan, but not anymore4) I have never been a fan

/* RANDOM ROTATE SERIES */ /* REPEAT CODES */

8 Goosebumps ## IF QREAD C1 ##9 The 39 Clues ## IF QREAD C2 ##10 Diary of a Wimpy Kid ## IF QREAD C3 ##11 The Babysitters Club ## IF QREAD C4 ##12 Nancy Drew ## IF QREAD C5 ##13 The Magic Tree House ## IF QREAD C6 ##14 Adventures of Captain Underpants ## IF QREAD C7 ##15 The Hardy Boys ## IF QREAD C8 ##16 The Mortal Instruments ## IF QREAD C9 ##17 A Series of Unfortunate Events ## IF QREAD C10 ##18 Alex Rider ## IF QREAD C11 ##19 Artemis Fowl ## IF QREAD C12 ##

/* END SERIES */

## IF RESPONDENT CODED AS >5 ACS IN QVIEWERSHIP, SHOULD ONLY SEE UP TO 5 RANDOMLY SELECTED BOOKS FROM THOSE THAT THEY ARE AWARE ## ## IF RESPONDENT IS CODED AS READGOOSEBUMPS, THEY SHOULD ALWAYS GET GOOSEBUMPS ##

/* METRIC A */ How would you describe each of the following book series using just one word? /* OPEN END 1 BOXES 1 REQ */ ## ONLY ALLOW ONE WORD ##

/* REPEAT CODES */ /* RANDOM ROTATE SERIES */



/* METRIC A */ Does this book series seem like it would make for a good big screen movie?

1) Yes2) No



/* END SERIES */

## ASK THE FOLLOWING GRID AS INDIVIDUAL QUESTIONS FOR 44-55 #### IF RESPONDENT CODED AS >5 ACS IN QREAD, SHOULD ONLY SEE UP TO 5 RANDOMLY SELECTED BOOKS FROM THOSE THAT THEY ARE AWARE ## ## IF RESPONDENT IS CODED AS READGOOSEBUMPS, THEY SHOULD ALWAYS GET GOOSEBUMPS ##

/* METRIC A */ Please select the adjectives you think apply to the book series /* [INSERT FROM SERIES] */ .

/* RANDOM ROTATE CHOICES */ /* MULTIPLE RESPONSES PERMITTED */

1) Action-packed2) Adventurous3) Classic4) Clever5) Childish 6) Cool7) Cute8) Dark9) Family-friendly10)Fun11)Funny12)Has appeal for both kids and adults


13)Has good stories14)Has good messages/morals15)Has interesting characters16)Heartwarming17)Imaginative18)Intriguing19)Mature20)Modern21)Original22)Outrageous23)Scary24)Smart25)Silly 26)Strange27)Suspenseful



/* END SERIES */

/* METRIC A */ Please indicate how interested you would be in seeing a new movie based on the following book series.

1) Definitely would see it2) Probably would see it3) Might or might not see it4) Probably would not see it5) Definitely would not see it


56 Goosebumps ## IF QREAD C1 ##57 The 39 Clues ## IF QREAD C2 ##


58 Diary of a Wimpy Kid ## IF QREAD C3 ##59 The Babysitters Club ## IF QREAD C4 ##60 Nancy Drew ## IF QREAD C5 ##61 The Magic Tree House ## IF QREAD C6 ##62 Adventures of Captain Underpants ## IF QREAD C7 ##63 The Hardy Boys ## IF QREAD C8 ##64 The Mortal Instruments ## IF QREAD C9 ##65 A Series of Unfortunate Events ## IF QREAD C10 ##66 Alex Rider ## IF QREAD C11 ##67 Artemis Fowl ## IF QREAD C12 ##

/* END SERIES */

/* METRIC A */ Please indicate how likely you would be to take your child between the ages of 6 to 14 to a new movie based on the following book series.

1) Definitely would take my child/children to see it2) Probably would take my child/children to see it3) Might or might not take my child/children to see it4) Probably would not take my child/children to see it5) Definitely would not take my child/children to see it



/* END SERIES */

/* RED HERRING */

/* QDUMMY */ In order to determine which book series you will evaluate today, please select the month in which you were born.

1) January2) February


3) March4) April5) May6) June7) July8) August9) September10) October 11) November12) December

/* DISPLAY */ The computer has selected that you will evaluate Goosebumps.

GOOSEBUMPS EVALUATION

## ONLY ASK SECTION TO QREADGOOSEBUMPS C1 ##

80 When is the last time you read or saw anything related to Goosebumps either reading the books, watching it on TV, or talking about them with friends, etc.?

1) In the past month2) In the past 6 months3) In the past year4) In the past 5 years5) In the past 10 years6) In the past 20 years

81 What do you remember most vividly about Goosebumps? Please be as specific as possible. /* OPEN END 1 BOXES 1 REQ */

82 Approximately, how many books in the Goosebumps series have you read? /* OPEN END NUMERIC (0 TO 150) */ ## TERMINATE IF 0 ##

83 Approximately, how old were you when you read your first Goosebumps book? /* OPEN END NUMERIC (4 TO 54) */

84 Approximately, how old were you when you read your last Goosebumps book? /* OPEN END NUMERIC (4 TO 54) */

85 What do you like most about Goosebumps? /* OPEN END 1 BOXES 1 REQ */

86 What do you like least about Goosebumps? /* OPEN END 1 BOXES 1 REQ */


87 Do you know who the author of the Goosebumps series is?

1) Yes, the author is /* SPECIFY */ 2) No, I do not

88 What storylines do you remember from Goosebumps? Please list as many as you can remember. /* OPEN END 5 BOXES 1 REQ */

89 What are your favorite monsters/villains from the Goosebumps series? Please list as many as you can remember. /* OPEN END 5 BOXES 1 REQ */

90 Which of the following monsters/villainns are your favorites? Please select up to three. /* RANDOM ROTATE CHOICES */ /* MULTIPLE RESPONSES PERMITTED (UP TO 3) */

1) Monster Blood (Monster Blood)2) Ventriloquist dummy (Night of the Living Dummy)3) Werewolf (The Werewolf of Fever Swamp)4) Mummies (The Curse of the Mummy’s Tomb)5) Ghost (The Ghost Next Door)6) Blob that Eats Everyone (The Blob that Ate Everyone)7) Lawn Gnomes (Revenge of the Lawn Gnomes)8) Abominable Snowwoman (The Abominable Snowman of

Pasadena)9) Vampires (Vampire Breath)10)Reptile-like monsters (One Day at HorrorLand)11)Beasts from the East (The Beast from the East) 12)Scarecrows (The Scarecrow Walks at Midnight)13)Other /* SPECIFY */ 14)None of the above /* EXCLUSIVE */ /* DO NOT ROTATE */

91 Which, if any, of the following Goosebumps have you read? Please select as many as apply. /* MULTIPLE RESPONSES PERMITTED */ /* RANDOM ROTATE CHOICES */

3) Welcome to Dead House4) Stay Out of the Basement5) Monster Blood6) Say Cheese and Die7) Let’s Get Invisible8) Night of the Living Dummy9) The Haunted Mask10)Welcome to Camp Nightmare11)The Ghost Next Door12)The Werewolf of Fever Swamp


13)A Night in Terror Tower14)Revenge of Lawn Gnomes15)The Abominable Snowman of Pasadena16)The Curse of the Mummy’s Tomb17)The Blob that Ate Everyone18)One Day at Horrorland19)None of the above /* EXCLUSIVE */ /* DO NOT ROTATE */

## IF Q89 C1-16 ##92 If there were to be a movie based on Goosebumps, which, if any of the

following books would you most want to see turned into a movie? Please select up to 3. /* RANDOM ROTATE CHOICES */ /* MULTIPLE RESPONSES PERMITTED (UP TO 3) */

1) Welcome to Dead House2) Stay Out of the Basement3) Monster Blood4) Say Cheese and Die5) Let’s Get Invisible6) Night of the Living Dummy7) The Haunted Mask8) Welcome to Camp Nightmare9) The Ghost Next Door10)The Werewolf of Fever Swamp11)A Night in Terror Tower12)Revenge of Lawn Gnomes13)The Abominable Snowman of Pasadena14)The Curse of the Mummy’s Tomb15)The Blob that Ate Everyone16)One Day at Horrorland17)None of the above /* EXCLUSIVE */ /* DO NOT ROTATE */

93 Which of the following have you done? Please select as many as apply. /* MULTIPLE RESPONSES PERMITTED */ /* RANDOM ROTATE CHOICES */

1) Read any of the original Goosebumps series 2) Ready any of the Goosebumps Series 20003) Read any of the Give Yourself Goosebumps series (Choose Your

Own Adventure)4) Read any of R.L. Stine’s Fear Street series 5) Watched any of the Goosebumps TV series (1995-1998)6) Watch R.L. Stine’s The Haunting Hour on The Hub7) None of the above /* EXCLUSIVE */ /* DO NOT ROTATE */

94 Below is a list of statements some people have given as to why they like Goosebumps. Please select the statements that you agree with when


thinking about Goosebumps. Please select as many as apply. /* MULTIPLE RESPONSES PERMITTED */ /* RANDOM ROTATE CHOICES */

1) The storylines are entertaining2) I like the characters3) I like how each book is a different story4) I like how the books are from a kid’s perspective5) I am a fan of R.L. Stine6) I like the variety of monsters in the different books7) I like the twists at the end of the books8) I like how scary the books are9) I like how fun the books are10)I like that the books are for kids11)I read them when I was a kid12)The books were quick and easy to read13)They were fun to read with friends14)None of the above /* EXCLUSIVE */ /* DO NOT ROTATE */

FUTURE FILM EVALUATION

/* DISPLAY */ You are now going to read a short description of a potential movie called Goosebumps. While reading the description, please highlight the words or phrases that make you most interested by clicking on the phrase until it turns yellow. You may select as many parts of the description below but you may not highlight more than 10 words consecutively.

You will be asked a few questions about the movie afterwards.

Goosebumps brings the bone-chilling stories of R.L. Stein’s classic book series to the big-screen in a new adventure that combines the stories of some his most dangerous and deadly monsters.

Fourteen year-old Zach Cooper, his mother Gale and his 2 year-old sister Melissa are moving from their apartment in Manhattan to a creepy, rundown house in the small, rural town of Normal, Maryland. Zach is upset about the move but his mom tries to assure him that it will be temporary. As Zach is unpacking the car, he is caught off guard when a pretty girl pokes her head out the window of the house next door and calls down to him. She introduces herself as Hannah and explains she’s been living in the house next door with her overprotective uncle, Mr. Shivers. As if on cue, Mr. Shivers appears in the window and tells Hannah to go back inside to do her homework. Turning to look down at Zach, Mr. Shivers sternly warns Zach to stay away from his niece.

The next day is Zach’s first at Normal High. If starting a new school wasn’t hard enough, when Zach arrives in his first period gym class, he discovers that his gym shirt has been misprinted to say “Pooper” instead of “Cooper.” The mistake immediately earns him an embarrassing new nickname and taunts from the popular jocks. Despite this humiliation,


Zach is able to make one new friend, a heavy-set boy named Duncan, who seems to be just as in need of a friend as Zach is.

That night Zach goes outside to take out the trash, secretly hoping to see Hannah again. After no sign of her, Zach decides to head back inside when he hears a girl’s loud scream coming from Hannah’s house. He looks up and sees dark shadows hurriedly moving behind the curtains followed by a ferocious, horrifying roar. Terrified, Zach rushes inside and calls 9-1-1.When the police arrive, Mr. Shivers explains that the screams Zach heard were coming from the horror movie he was watching and that he sent his niece, Hannah out of town that morning. Though the police seem satisfied with this, Zach is buying it. Mr. Shivers definitely has something to hide.

Determined to find out what’s really going on in Mr. Shivers’ house, Zach decides to take matters into his own hands. The next night, while his mother is chaperoning the high school Halloween Dance, he and his new friend Duncan break into Mr. Shivers’ house while he is out. When Zach and Duncan open the study and they find a library stuffed with hundreds of leather-bound manuscripts, each fitted with a bulky steel lock. Duncan approaches the books and reads the titles aloud, “The Scarecrow Walks at Midnight” “The Ghost Next Door,” “The Night of the Living Dummy.” Duncan recognizes them as the original manuscripts for R. L. Stine’s Goosebumps series! Duncan is a huge fan of R.L. Stine and remembers how scary the books were when he was a kid. Zach is more preoccupied with a creepy ventriloquist dummy locked in a glass case. Zach decides to open it and read off the inscription on the dummy’s arm.

Hannah suddenly bursts in on the boys demanding that they put down the books, but it’s too late! Duncan has found the key and unlocks the manuscript for “Abominable Snowman of Pasadena”. With a blast of wind, the kids are thrown backwards as a gigantic monster appears in the room as if out of thin air. The Abominable Snowwoman of Pasadena has come to life and with a ferocious roar, begins to tear through the house, making her way out the front door and into the town!

Horrified, the boys race after Hannah, who is chasing the monster she calls “Abby”. They follow the damage to an ice rink where Abby has stolen a vending machine and is madly eating all the candy inside- swallowing Pez dispensers whole! Catching sight of the kids, Abby chases after them across the ice rink on a rampage of total destruction. Just when Abby is about to attack, Mr. Shivers appears carrying the manuscript Duncan had opened. Mr. Shivers opens the manuscript, releasing a vortex of wind that instantly sucks Abby back into the pages of her story.

Duncan and Zach turn to Mr. Shivers in shock and realization. Mr. Shivers is R.L. Stine, the author of the Goosebumps books! He confesses that when he was a kid he wished that one day he’d be able to write stories so scary that his “monsters would jump off the page.” His wish came true, but not how he expected. Now whenever the original manuscripts are opened, the monsters from the stories emerge from the book and become real life terrors!

When Stine (Shivers) and the kids arrive back at the house, they find that Slappy, the ventriloquist dummy, who came to life when Zach read his inscription, has opened every single Goosebumps book in the library! The entire city of Normal is now under attack. Every type of monster that Stine ever created is now alive chasing horrified citizens all around the city. The town center is filled with mummies and an army of homicidal lawn


gnomes are tearing up homes. The Werewolf of Fever Swamp, Murder the Clown and the Knight in Screaming Armor are tromping through the streets looking for their next prey. Reptilian-like monsters from Stine’s “Horrorland” series are forming a Monster Police with the 7 foot tall Clem, as their leader. It’s a full-on Monster-palooza!

Zach, Hannah, Duncan, and Stine watch in horror as the chaos and panic spreads like wildfire. Slappy, the powerful wooden dummy, gathers all the monsters to declare a monster-human war starting with finding Stine for imprisoning them all these years! Overhearing this, Zach and Duncan convince Stine that the only way for him to stop the monsters is to write them back on the page! Stine realizes he will need his old typewriter that he used to write the original stories, which is now on display at the high school. Stine leads the kids to the high school through the only shortcut; a misty, creepy graveyard.

On the way, Zach catches a glimpse of Hannah in the moonlight and she is completely transparent. Zach turns white with this shocking revelation: Hannah is a ghost! Zach confronts Stine who confesses that Hannah is the ghost from one of his best-selling books, “The Ghost Next Door” and since she doesn’t know she’s a ghost, he has been pretending she was his niece ever since! Zach is stunned and heartbroken but before he can react, a pack of vicious blue-furred Beasts from the East pops out from behind some tombstones and chases the group through rest of the graveyard.

When the group finally arrives at Normal High, they rush inside the gymnasium where the Halloween Dance is still in full-swing. Stine hurries off to find the typewriter while Zach gathers the other students and teachers to start setting up their defense against the creatures. Chaos ensues as the monsters storm the school and the students fight back with whatever they can- Bunsen burners to fend off scarecrows, tennis rackets to swat mutant insects and a pitching machine to fire baseballs at charging zombies. Suddenly, the entire school begins to shake and as dangerous pink slime begins to ooze through the ceiling. Stine’s deadliest monster, the Blob from “The Blob that Ate Everyone”, a huge gelatinous slime that will devour everything in sight, has started wrapping itself around the school! Zach knows he must get Stine out of the building so that he can finish the story and save the day before the Blob eats them all.

In the final epic standoff between the monsters, Stine must finally face the horrifying creatures he’s created while Zach has to find a way to save the day (and Hannah). However, in true Stine fashion, no story can end without a haunting twist.

95 Generator ID 96 Generator ID

97 What one word first comes to mind upon reading this description? /* OPEN END 1 BOXES 1 REQ */ ## ONLY ALLOW ONE WORD ##

98 Based on everything you have read, how likely would you be to go see Goosebumps in a movie theater when it is released?

1) Definitely would see it2) Probably would see it3) Might or might not see it


4) Probably would not see it5) Definitely would not see it

99 ## IF Q98=C1 ## Why do you say that you would definitely see Goosebumps at a movie theater when it is released? /* OPEN END 1 BOXES 1 REQ */

100 ## IF Q98=C2-5 ## What specifically about the movie is holding you back from definitely wanting to see Goosebumps at a movie theater? /* OPEN END 1 BOXES 1 REQ */

## IF QTARGETPARENT C1 ##101 Please indicate how likely you would be to take your child between the

ages of 6 to 14 to a new movie based on Goosebumps.

1) Definitely would take my child/children to see it2) Probably would take my child/children to see it3) Might or might not take my child/children to see it4) Probably would not take my child/children to see it5) Definitely would not take my child/children to see it

102 ## IF Q101=C1 ## Why do you say that you would definitely take your child/children to see Goosebumps at a movie theater when it is released? /* OPEN END 1 BOXES 1 REQ */

103 ## IF Q101=C2-5 ## What specifically about the movie is holding you back from definitely wanting to take your child/children to see Goosebumps at a movie theater? /* OPEN END 1 BOXES 1 REQ */

104 What parts of the description you just read would make you most interested in seeing this story made into a movie? /* OPEN END 1 BOXES 1 REQ */

105 What parts of the description you just read would make you least interested in seeing this story made into a movie? /* OPEN END 1 BOXES 1 REQ */

106 Based on the description, do you think Goosebumps will be...?

1) Excellent2) Very Good3) Good4) Fair5) Not Very Good6) Bad


107 Based on the description, which of the following words and phrases best describe Goosebumps? Please select all that apply./* MULTIPLE RESPONSES PERMITTED */ /* RANDOM ROTATE CHOICES */ ## TWO COLUMNS ##

1) Action-packed2) Adventurous3) Boring4) Childish 5) Confusing6) Cool7) Cute8) Emotional9) Exciting10)Family-friendly11)Fun12)Funny13)Has good messages/ morals14)Has interesting characters15)Has an interesting story16)Heartwarming17)Imaginative18)Inappropriate19)Intense20)Original21)Outrageous22)Relatable23)Scary in a good way24)Scary in a bad way25)Silly 26)Smart27)Strange28)Surprising29)Too dark 30)Too violent

108 Below is a list of statements some people have given as to why they like Goosebumps. Please select the statements that you agree with when thinking about Goosebumps. Please select as many as apply. /* MULTIPLE RESPONSES PERMITTED */ /* RANDOM ROTATE CHOICES */

1) I like the story2) I like the character of Zach3) I like the character of Hannah4) I like the character of R. L. Stine


5) I like the character of Duncan6) I like the monsters7) I like that it’s about the Goosebumps monsters escaping from their

books8) I like that it’s scary9) I like that it’s about kids10)I like the romance between Zach and Hannah11)I like the friendship between Zach and Duncan12)I like that Zach is trying to fit in in a new town13)I like that Hannah is a ghost14)I’m a fan of the Goosebumps series of books15)I’m interested in seeing how the monsters will look16)I like that there are a lot of different monsters 17)I want to see the surprise twist at the end18)I want to see my favorite Goosebumps come to life19)None of the above /* EXCLUSIVE */ /* DO NOT ROTATE */

109 Below is a list of statements some people have given as to why they do not like Goosebumps. Please select the statements that you agree with when thinking about Goosebumps. Please select as many as apply. /* MULTIPLE RESPONSES PERMITTED */ /* RANDOM ROTATE CHOICES */

1) I do not like the story2) I do not like the character of Zach3) I do not like the character of Hannah4) I do not like that R.L. Stine is a real character in the movie5) I do not like the character of Duncan6) I do not like that it’s about kids7) I do not like the romance between Zach and Hannah8) I’m am not a fan of the Goosebumps series of books9) I am not familiar enough with the Goosebumps stories and

characters10)I wish the story had stayed more true to the Goosebumps stories11)The movie has too many characters and too much going on12)It feels too similar to other movies/TV shows about monsters13)The story feels boring14)The story feels childish15)The story is too scary16)The story doesn’t feel scary enough17)I don’t like that it is about monsters18)None of the above /* EXCLUSIVE */ /* DO NOT ROTATE */

## IF QREADGOOSEBUMPS C1 ##110 Based on the description, does the potential film Goosebumps exceed

your expectations?


1) Definitely exceeds my expectations2) Somewhat exceeds my expectations3) Somewhat does not exceed my expectations4) Definitely does not exceed my expectations

## IF Q109 C3-4##111 Why do you say that the Goosebumps description does not exceed your

expectations? /* OPEN END 1 BOXES 1 REQ */

## IF QREADGOOSEBUMPS C1 ##112 What, if anything, is the Goosebumps movie missing? /* OPEN END 1

BOXES 1 REQ */

## IF QREADGOOSEBUMPS C1 ##113 How does this description compare to a normal Goosebumps book?

1) It’s similar and I like it2) It’s similar and I don’t like it3) It’s different and I like it4) It’s different and I don’t like it

114 Compared to other films you have seen recently, how unique and different do you think Goosebumps is?

1) Very unique and different2) Somewhat unique and different3) Not very unique and different4) Not at all unique and different

115 Why do you say that? /* OPEN END 1 BOXES 1 REQ */

116 Are there any recent movies that remind you of Goosebumps? /* OPEN END 3 BOXES 1 REQ */

117 Do you think Goosebumps is mostly for males, mostly for females, or for both equally?

1) Mostly for males2) Mostly for females3) For both males and females equally

118 What age group do you think Goosebumps is mostly geared towards?

1) Mostly for children 7-122) Mostly for younger teens 13 to 163) Mostly older teens 17 to 19


4) Mostly for people in their twenties5) Mostly for people in their thirties6) Mostly for people in their forties and older7) It’s for people of all ages

119 Would rating would you most want the new film to have?

1) G2) PG3) PG-13

120 Based on everything you have read about Goosebumps, what would you want to see/learn more about that could increase your interest in seeing the film in theaters? /* OPEN END 1 BOXES 1 REQ */

CHARACTER EVALUATION

121 Which character make you most interested in seeing Goosebumps? /* RANDOM ROTATE CHOICES

1) Zach2) Duncan3) Hannah4) R.L. Stine (Mr. Shivers)5) None of the above /* EXCLUSIVE */ /* DO NOT ROTATE */

122 Which monsters make you most interested in seeing Goosebumps? Please select up to two. /* RANDOM ROTATE CHOICES */ /* MULTIPLE RESPONSES PERMITTED (UP TO 2) */

1) Slappy the ventriloquist dummy2) Werewolves3) Zombies4) Mummies5) Blob that Eats Everyone6) Lawn Gnomes7) Abominable Snowwoman8) Reptile-like monsters9) Beasts from the East10)Scarecrows11)Mutant Insects12)None of the above /* EXCLUSIVE */ /* DO NOT ROTATE */


123 Do you want Goosebumps to focus more on …? /* RANDOM ROTATE CHOICES */

1) Zach and his friends 2) The monsters who escape from the Goosebumps novels

124 Are there any characters or monsters from the book series that were not mentioned in the description that you want to see in the Goosebumps film? /* OPEN END 5 BOXES 1 REQ */

MAXDIFF STORY ELEMENTS EVALUATION

/* DISPLAY */ Now we’d like you to think about some potential story elements of the next Goosebumps movie. For each set of statements you see:

First, please indicate which one of the elements listed makes you MOST interested in seeing the film in the theater.

Second, please indicate which one of the elements listed makes you LEAST interested in seeing the film in the theater.

Please consider each set of elements carefully before making your choice.

1) ## MONSTERS UNLEASHED ## Every horrifying monster R.L Stine has ever written has been released on a small town and soon mummies, zombies, werewolves, evil lawn gnomes and various other creatures are taking over and terrorizing the residents.

2) ## OUTCASTS BECOME HEROES ## Zach and his best-friend Duncan, band together to avoid bullies at school, but when monsters attack, they realize it is up to them to save the high school.

3) ## R.L. STINE ## After discovering that all of the monsters from his horror stories come to life, R.L. Stine swore off writing and moved to a small town as Mr. Shivers. But when all of his monsters are released on the small town, Stine knows he needs to face his fears and write his greatest novel ever in order to stop his creations.

4) ## SLAPPY’S REVENGE ## After being trapped by R.L. Stine for years, the diabolical ventriloquist dummy, Slappy, takes the opportunity for revenge and convinces the other Goosebumps monsters that it’s time for them to be the winners and defeat the humans for good.

5) ## SMALL TOWN ## Forced to leave his old life in New York, Zach is not prepared for the quiet town of Normal, Maryland. However, in trying to solve the mystery of the next door neighbor, Mr. Shivers and his cute niece, Zach accidentally releases a monster and discovers Normal might not be as quiet as he thought.


6) ## MONSTER BATTLE ## When monsters attack during the annual Halloween dance, the high school students rally and begin an epic battle to defend their school against zombies, mutant insects, deranged scarecrows and other Goosebumps monsters.

7) ## ZACH AND HANNAH ## Zach’s move to Normal is made easier when he meets the girl next door, Hannah, and they become best friends. However, when he discovers that Hannah is not your average girl, but rather a ghost, he must figure out how to help her before it’s too late.

8) ## GOOSEBUMPS ## Based off the popular children’s book series, the Goosebumps film will feature all of the iconic monsters coming to life as their famous author, R.L. Stine must figure a way to rein them in.

9) ## FAN BRAVERY ## Growing up loving the Goosebumps novels, Duncan and Zach are not prepared when they actually have to face the terrifying monsters in real life. With danger around every corner, they must be brave in order to defeat the creatures.

10)## FAMILY ## Moving from their life in Manhattan has been tough on Zach and his mom, Gale. But when disaster strikes the small town, both of them know they have to come together as a family in order to survive.

125 Why did you say you like the following story element the most? ## INSERT CODE MOST ## /* OPEN END 1 BOXES 1 REQ */

126 Is there anything you do not want to see in a new Goosebumps film? Please be as detailed as possible. /* OPEN END 1 BOXES 1 REQ */

PSYCHOGRAPHICS / DEMOGRAPHICS

/* DISPLAY */ The following questions are for statistical purposes only.

127 Which of the following movies, if any, have you seen in the theater? Please select all that apply. /* RANDOM ROTATE CHOICES */ /* MULTIPLE RESPONSES PERMITTED */

1) Warm Bodies2) Monsters Inc. 3D3) The Hobbit: An Unexpected Journey4) Rise of the Guardians5) The Twilight Saga: Breaking Dawn Part 26) Skyfall7) Wreck-It Ralph8) Fun Size9) Frankenweenie


10)ParaNorman11)Diary of a Wimpy Kid: Dog Days12)Hotel Transylvania13)Pitch Perfect14)Brave15)Mirror, Mirror16)Snow White and the Huntsman17)Monster House18)The Watch19)Men in Black 320)Madagascar 3: Europe’s Most Wanted21)Dr. Seuss’ The Lorax22)Ice Age: Continental Drift23)Harry Potter and the Deathly Hallows Part 224)The Smurfs25)None of the above /* DO NOT ROTATE */ /* EXCLUSIVE */

128 Which of the following activities, if any, do you spend your free time enjoying? Please select all that apply. /* MULTIPLE RESPONSES PERMITTED */ /* RANDOM ROTATE CHOICES */

1) Attending concerts or listening to live music2) Blogging3) Cooking4) Drawing/creating art5) Exercising or playing sports6) Gardening7) Going out with friends8) Listening to music9) Outdoors activities (e.g. cycling, hiking, etc.)10)Playing video games11)Reading books12)Reading comics or graphic novels13)Reading newspapers or magazines14)Shopping15)Spending time on the internet16)Using Twitter (“Tweeting”)17)Visiting social network websites (Facebook, MySpace, LinkedIn,

etc.)18)Watching movies at home19)Watching live sports20)Watching television21)None of the above /* DO NOT ROTATE */ /* EXCLUSIVE */


129 Did you do any of the following activities online in the past week? /* MULTIPLE RESPONSES PERMITTED */ /* RANDOM ROTATE CHOICES */

1) Blogged2) Communicated through Instant Messenger3) Communicated with someone via a service like Skype4) Downloaded video(s) or music5) Gambled6) Listened to podcast(s)7) Listened to streaming music sites like Pandora8) Played games9) Posted to a blog or community site10)Read an online newspaper or blog11)Searched for movie information or watched a movie description12)Shopped13)Updated your page on a social media site like Facebook, MySpace,

or LinkedIn14)Used Twitter (Tweeted)15)Visited a chat room16)Visited iTunes store to purchase music, movies, games or

applications17)Watched TV show(s) on sites like Hulu, NBC.com, or ABC.com18)Watched video clips on a site like YouTube19)Used an online dating website like Match.com20)None of the above /* DO NOT ROTATE */ /* EXCLUSIVE */

## IF QAGE 13+ ## 130 Which of the following TV networks do you watch on a regular basis?

Please select all that apply. /* MULTIPLE RESPONSES PERMITTED */

1) A&E2) ABC3) ABC Family4) AMC5) Animal Planet6) BET7) BRAVO8) Cartoon Network9) CBS10)Cinemax11)CNBC12)CNN13)Comedy Central14)CW15)Discovery16)Disney Channel


17)E! Entertainment18)ESPN19)ESPN Classic20)ESPN221)ESPNews22)Food Network23)FOX24)Fox News25)Fuse26)FX27)G428)Game Show Network29)HBO30)Headline News31)HGTV32)History Channel33)Independent Film Channel34)Lifetime35)The Movie Channel36)MSNBC37)MTV38)MTV239)National Geographic40)NBC41)Nickelodeon42)Oxygen43)Sci-Fi Channel44)Showtime45)Speed Channel46)Spike TV47)Sundance48)TBS Superstation49)Telemundo50)TLC 51)TNT52)Tru TV53)Turner Classic Movies54)TV Land55)Univision56)USA57)Versus58)VH159)Other /* SPECIFY */

## IF QAGE <13 ## /* QKIDNETS */ Which of the following cable TV networks do you watch on a


regular basis? Please select all that apply. /* MULTIPLE RESPONSES PERMITTED */ ## PUT ON OWN PAGE ##

1) 4Kids TV 2) ABC Family 3) A&E 4) Animal Planet 5) Bubble Guppies 6) Cartoon Network 7) Comedy Central 8) Discovery 9) Disney Channel 10)Disney XD 11)E! Entertainment 12)ESPN 13)Food Network 14)Fox News 15)FX 16)G4TV 17)Game Show Network 18)HBO 19)HBO Family 20)Lifetime 21)MTV 22)MTV2 23)National Geographic 24)Nickelodeon 25)Nick Jr. 26)Noggin 27)The N 28)Oxygen 29)PBS 30)Sci-Fi Channel 31)TBS Superstation 32)TLC (The Learning Channel) 33)TNT 34)TV Land 35)USA 36)VH1 37)Other /* SPECIFY */ 38)None of the above

## IF QAGE 13+ ## 131 Which of the following TV shows do you watch on a regular basis?

/* MULTIPLE RESPONSES PERMITTED */

/* ALPHABETIC */ ## 2 COLUMNS ##


1) 19 Kids and Counting 2) 2 Broke Girls 3) 20/204) 30 Rock5) 60 Minutes 6) 902107) America’s Best Dance Crew8) America’s Got Talent9) America’s Next Top Model10)American Dad11)American Horror Story12)American Idol13)American Pickers14)Army Wives15)Arrow16)Beauty and the Beast17)The Biggest Loser18)Bones 19)Breaking Bad20)Breakout Kings21)Burn Notice22)Castle23)Conan24)Cops25)Covert Affairs26)Criminal Minds27)CSI (any version)28)Dance Moms29)Dancing With The Stars30)Dateline31)Dog the Bounty Hunter32)Extreme Makeover (any edition) 33)Family Guy34)Fashion Star35)Futurama36)Ghost Hunters 37)Glee38)Gold Rush39)Go On40)Grey’s Anatomy41)Grimm42)Happy Endings43)Hart of Dixie 44)Hawaii Five-045)Hell on Wheels


46)Hell’s Kitchen47)Hoarders48)House49)How I Met Your Mother50)Ice Loves Coco51)Intervention52)It’s Always Sunny in Philadelphia53)Jersey Shore54)Jimmy Kimmel Live!55)Justified56)Kardashians Reality (any version)57)Kendra58)Late Night with Jimmy Fallon59)Late Show with David Letterman60)Law and Order (any version)61)Leverage62)Louie63)Mad Men64)Major League Baseball (MLB)65)Mike & Molly66)Modern Family67)My Strange Addiction 68)Mythbusters69)NASCAR70)National Basketball Association (NBA)71)National Football League (NFL)72)National Hockey league (NHL)73)NCAA College Basketball74)NCAA College Football75)NCIS (any version)76)New Girl77)Once Upon A Time78)Parenthood79)Parks and Recreation80)Pawn Stars81)Person of Interest82)PGA Tour Golf83)Pretty Little Liars84)Private Practice85)Project Runway86)Psych87)Raising Hope88)Revenge89)Revolution90)Rizzoli & Isles91)Royal Pains


92)Saturday Night Live93)Say Yes to the Dress94)Scandal 95)Smash96)So You Think You Can Dance97)Sons of Anarchy98)South Park99)Southland100) Sportscenter101) Storage Wars (any version)102) Suburgatory103) Supernatural104) Survivor105) Swamp People106) Teen Mom/16 and Pregnant107) Teen Wolf 108) The Amazing Race109) The Apprentice (any version)110) The Bachelor/Bachelorette 111) The Big Bang Theory112) The Cleveland Show113) The Colbert Report114) The Daily Show with Jon Stewart115) The Good Wife116) The Late Late Show with Craig Ferguson117) The Middle118) The Mindy Project119) The Millionaire Matchmaker 120) The Office121) The Real Housewives (any version)122) The Real World/The Challenge123) The Simpsons 124) The Soup125) The Tonight Show with Jay Leno126) The Vampire Diaries127) The Voice 128) The Walking Dead129) Top Chef (any version) 130) Top Gear131) Tosh.0132) Touch 133) Two and a Half Men134) Ultimate Fighting Championship (UFC)135) Up All Night136) Vegas137) Warehouse 13


138) White Collar139) WWE Wrestling140) Other /* SPECIFY */ 141) None of the above

## IF QAGE <13 ## /* QKIDSHOW */ Which of the following TV shows do you watch on a regular

basis? /* MULTIPLE RESPONSES PERMITTED */

## 2 COLUMNS ## 1) A.N.T. Farm 2) Adventure Time3) Almost Naked Animals 4) Bakugan: Mechtanium Surge 5) Batman: The Brave and the Bold 6) Ben 10 (any version)7) Beyblade: Metal Masters8) Big Time Rush9) Bucket & Skinner’s Epic Adventures10) Degrassi11) Dora the Explorer12) Fanboy and Chum Chum13) Fred: The Show14) Generator Rex15) Good Luck Charlie16) Green Lantern: The Animated Series17) House of Anubis18) How to Rock19) iCarly20) Johnny Test21) Kung Fu Panda: Legends of Awesomeness22) Lego Ninjago: The Series23) Level Up24) MAD 25) My Babysitter’s a Vampire26) Phineas and Ferb27) Planet Sheen28) Pokémon: Black & White: Rival Destines29) PrankStars30) Redakai: Conquer the Kairu 31) Regular Show32) Scaredy Squirrel33) Scooby-Doo! Mystery Incorporated34) Shake It Up!35) Sidekick 36) So Random!


37) SpongeBob SquarePants38) Star Wars: The Clone Wars 39) Supah Ninjas40) T.U.F.F. Puppy 41) The ‘90s Are All That42) The Amazing World of Gumball43) The Fairly Odd Parents44) The Garfield Show 45) The Looney Tunes Show 46) The Penguins of Madagascar 47) The Problem Solverz48) ThunderCats 49) Victorious 50) Young Justice 51) Other /* SPECIFY */ 52) None of the above

## ASK ONLY IF 18-54 ##132 What is the last grade that you completed?

1) Grade school2) Some high school3) High school graduate4) Some college5) College graduate6) Graduate school7) Technical school

133 What is your total family household income before taxes?

1) Under $20,0002) $20,000 to $29,9993) $30,000 to $39,9994) $40,000 to $49,9995) $50,000 to $59,9996) $60,000 to $74,9997) $75,000 and over8) Don’t know/ refused

39 Which one of these best describes your employment status?

1) Employed full-time (30 hours or more per week)2) Employed part-time (less than 30 hours per week)3) Unemployed - but looking for work4) Unemployed - but not looking for work5) Homemaker


6) Student7) Retired

40 Do you live in:

1) A city2) A suburb just outside a city3) A rural area

41 Are you…?

1) Single- Never Married2) Married3) Living with significant other4) Divorced/Widowed/Separated5) Other /* SPECIFY */


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