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>cases

Eric Lipp started the Open Doors Organization (ODO) to help travelers with disabilities. Inorder to get the attention of the travel and hospitality industries, and to effect changesdesired by people with disabilities, ODO undertook a major research project to estimate theexpenditures of persons with disabilities and the accommodations that would be necessaryto get them to travel more. Harris Interactive was chosen to field the multimethod survey.This case describes the methodology and the effects of the first round of a multiphasestudy. www.opendoorsnfp.org

>Abstract

>The ScenarioIn the last decade, companies have expended training dollars to address numerous socialissues, including sexual harassment and diversity. In the hospitality industry, firms have beenless than enthusiastic about allocating budgets for training and other initiatives designed tomake adults with disabilities feel comfortable or welcomed. Providing the incentive for airlines,hotels, cruise lines, and restaurants to take notice of this underappreciated and often invisiblemarket segment was one of the motivations behind the Adults with Disabilities: Travel andHospitality Study1 funded and coordinated by Open Doors Organization (ODO),2 a disabilityaccess advocacy organization.

Eric Lipp, executive director of ODO, shares that the population of adults with disabilitiesis growing. “Assuming incident rates by age remain as they are now3 , by 2030 nearly 24percent of the total U.S. population will have a disability (and more than 15 percent will beseverely disabled).”4 Other studies contribute to our understanding of increasing disabilityincidence as age of a population increases. As the U.S. population ages, more seniors are likelyto develop disabilities that limit or restrict movement or pose travel hurdles. Stroke caused bycerebrovascular disease is the leading cause of disability among adults. Incidence of stroke inthe United States is estimated at 700,000 new cases per year.5

Little research had been done by companies on the disability travel market segment beforethe ODO study. “We believe that fear [of the sensitivity of the issue],” explains Lipp, “keepscompanies from exploring the opportunities. But to get them to hear the opportunity, we’d haveto show them the numbers.” Francie Turk, volunteer study consultant and principal withConsumer Connections, Inc., concludes, “The travel industry was interested, but they thoughtit was politically incorrect to ask. But people, especially those who feel they haven’t beenheard, appreciate being asked for their ideas.” 6

“We wanted to provide evidence that it was a good financial investment to market toadults with disabilities,” explains Lipp. “Only if companies understand the financial implicationswill they invest in disability initiatives.” The ODO study had four objectives:

• Estimate the economic impact of the disability community on the travel industry.• Measure the travel behaviors of adults with disabilities, including how often they

travel and with whom, how much they spend, and the sources of information on whichthey rely.

• Determine how well the needs of adults with disabilities are being met by the travelindustry (including airlines, cruise lines, restaurants, and hotels).

• Quantify what services and products would encourage adults with disabilities to travelmore.

Open Doors: Extending Hospitalityto Travelers with Disabilities

Used withpermission ofPamela S. Schindler© 2004.

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Open Doors: Extending Hospitality to Travelers with DisabilitiesDoors

>The Research“We decided to do a dual-modality survey and my responsibility was to find an organization

to assist ODO, as well as guide the process,” explains Turk. Using her network of contacts,Turk narrowed the field of suppliers to three, eventually awarding the research contract toHarris Interactive.7 “While Strategic Marketing, Inc. and Market Facts (now Synovate) are alsowell-regarded research firms, Harris Interactive had experience surveying adults with disabilities;that tipped the scale.”

To understand the disability community’s travel frustrations and experiences, ODO firstturned to adults with disabilities. “Many on the ODO staff have disabilities,” explains Lipp.“From personal experience, we know that those with disabilities often stay home rather thanface the obstacles of restaurants, hotel rooms, and airplanes.” But Lipp also knew that whileODO could be the voice for people with disabilities, the organization might not have the fullpicture. Using the research expertise of volunteer Turk,8 ODO conducted its own focus groups.Thirteen participants, all with disabilities, were involved in two group sessions held at ODOheadquarters. “We needed to flesh out the critical issues,” explains Turk. “But we also neededto be sure we understood the right language to clarify those issues.”

ODO wanted buy-in from those organizations that already address disability issues andthose that could benefit from knowing the study’s findings, so it recruited representatives toinfluence the questionnaire design. Lipp and Turk spoke with numerous executives from airlines,hotels, and travel destinations like Disney to find out what they needed and wanted to know.Then they formed a team to help develop the survey questions; it included Laura Light fromHarris Interactive, adults with disabilities, and individuals representing businesses in thehospitality industry.

Through a series of conference calls and meetings, the survey was crafted. “At thebeginning we had far too many questions. The survey would have been far too long,” describesLipp. “Our focus was too broad,” contributes Turk. So they narrowed the focus to primarilyairlines and hotels, giving only cursory attention to restaurants and cruises. The resultingedited questionnaire, after the initial draft by Harris Interactive and five revisions, would take21 minutes to administer.9 (See Exhibit ODO-1.)

In terms of sampling, ODO narrowed its definition of an adult with a disability. “We wantedthe disability to be permanent, and we wanted to cover the full range of physically limitingdisabilities,” shares Turk. “But we didn’t want to include those with mental or emotionaldisorders.” Harris Interactive identified an ‘adult with a disability’ participant by using a variationof the 2000 U.S. Census questions. In the U.S. Census, a disability was defined as ‘blindness,deafness, or a condition that substantially limits one or more basic physical activities such aswalking, climbing stairs, reaching, lifting, or carrying.’ (see Exhibit ODO-2).

In total, 1037 surveys were completed between September 23, 2002, and October 9, 2002;534 were conducted online using the Harris Interactive online database and screening foradults with disabilities, while 503 interviews were conducted by telephone. Some of the telephoneparticipants had previously participated in Harris Interactive studies and agreed to participatein future polls related to disability issues.10 Harris Interactive regularly uses a hybridmethodology involving phone and online participants. “People with disabilities are not allreachable by phone or online; the nature of their disability will sometimes exclude one methodor another. It was important to use both to achieve a representative sample,” shares LauraLight, research director at Harris Interactive on the ODO study.11 During analysis, HarrisInteractive addresses the dual methodologies by weighting the data using a proprietary weightingprocess. “All Harris Interactive polls are weighted by demographics to ensure the sample isrepresentative. But with online studies, we use propensity weighting as well,” explains Light.Online participants tend to be better-informed, so Harris Interactive uses responses to attitudinaland behavioral questions to weight online participants’ responses compared to those of personsthey speak with by phone. Propensity weighting12 adjusts responses of an individual onlineparticipant based on national data about that individual’s likelihood to be online.

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Open Doors: Extending Hospitality to Travelers with Disabilities

Exhibit ODO-2: Census 2000 Questions on Disability Status

Census 2000 Questions

16. Does this person have any of the following long-lasting conditions:a. Blindness, deafness, or a severe vision or hearing impairment?b. A condition that substantially limits one or more basic physical activities such as walking, climbing stairs,

reaching, lifting, or carrying?

17. Because of a physical, mental, or emotional condition lasting 6 months or more, does this person have anydifficulty in doing any of the following activities:a. Learning, remembering, or concentrating?b. Dressing, bathing, or getting around inside the home?c. (Answer if this person is 16 YEARS OLD or OVER) Going outside the home alone to shop or visit a

doctor’s office?d. (Answer if this person is 16 YEARS OLD or OVER) Working at a job or business?

Source: U.S. Census Bureau, Census 2000 questionnaire.

The survey included a variety of question types, but some of the most challenging werepaired-comparison exercises. When developing paired-comparison scales, each item is pairedagainst each other item in a list, asking the participant to choose one from the pair on somecriterion. In two survey questions, to learn about accommodations made for or desired bythose with disabilities, Harris Interactive used its proprietary methodology COMPASS. For onequestion a list of 17 possible disability-targeted accommodations for airlines was considered.Among the possible airline accommodations were “attendants who do not call unnecessaryattention to my needs,” “accessible lavatory,” and “Braille safety cards.” (see Exhibit ODO-3for all 17 accommodations.) To fully address a list of 17 items, the number of comparisons (136)would be daunting, so COMPASS uses a computer program to reduce the number of pairs perparticipant while still assessing all 136 pairs. “Each individual participant is asked to address aportion of the full pair set. [See Exhibit ODO-4.13 ] COMPASS allows us to determine a rankingwithin a very long list without taking extensive time from or wearing out the participant,” sharesLight. “Within the entire sample, we have the ability not only to rank the items on the list butalso measure the magnitude of difference between the items.” This one exercise required 150seconds to complete online.

The study confirmed what ODO had been hearing anecdotally, and showed few differencesbased on type of disability:

• The adults with disabilities travel segment is huge and likely to get much bigger.• Hotels and airlines making accommodations for the segment could double their revenues.• The Internet and referrals are powerful information resources for the segment.

Possibly most surprising among the findings was that the accommodations that travel industrybusinesses need to make to attract those extra travel dollars aren’t necessarily the most costlyoptions. In the airline segment, the ranking of accommodation activities drawn from the paired-comparison exercise revealed that adults with disabilities wanted (1) more accommodatingstaff—those who understood their special needs, (2) guaranteed preferred seating for peoplewith disabilities—which most airlines have but don’t prominently promote, and (3) a designatedemployee at check-in and arrival to handle issues related to disability-caused problems.

The Harris Interactive final report to ODO encompassed a 76-slide PowerPoint-driven oralpresentation with a significant number of charts and graphs and a 245-page written reportincluding 131 tables using demographic and lifestyle variables against target variables; thesewere all indexed in the back of the report by page number.14

The next phase of ODO’s Adults with Disabilities: Travel and Hospitality Study began in

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2004. “We’re changing the focus, somewhat,” shares Turk, “looking much more at restaurantsand rental car companies.” ODO will also spend less time on identifying the accommodationsneeded to attract travelers with disabilities. “We think we understand these issues well,”explains Turk. What heads ODO’s agenda this time? “We want to discover how these adultsuse the Internet [for travel information and reservations]. This time, we’re more interested injudging whether those firms that enhanced training and made accommodations experienced aboost in customer satisfaction and travel business.”

Open Doors: Extending Hospitality to Travelers with DisabilitiesDoors

*Accommodations are presented here in random order.

Exhibit ODO-3 Accommodations* Evaluated by Air Travelers with Disabilities

Accommodations01 Wheelchair dro- off and pick-up at gate

02 More time to board or exit the plane

03 A “meet and assist” or escort service at the gate

04 Guaranteed preferred seating (for example, bulkhead or aisle seating)

05 One centralized phone number to call to make all of my arrangements

06 A designated airline employee at check-in and arrival who asks how he or she can help me

07 Increased sensitivity to my needs during security checks

08 Attendants who do not call unnecessary attention to my needs

09 Staff who go out of their way to accommodate my special needs

10 Use of airport wheelchair to get to the gate

11 Use of airport transfer chair (narrow chair) to get to my seat

12 Use of onboard wheelchair

13 Accessible lavatory

14 Oxygen available on board

15 Assistive hearing devices

16 Braille safety cards

17 Assistance dogs

Exhibit ODO-5 Paired Comparison Exercise with 17 Attributes

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 1 2 1 3 2 17 4 3 18 32 5 4 19 33 46 6 5 20 34 47 59 7 6 21 35 48 60 71 8 7 22 36 49 61 72 82 9 8 23 37 50 62 73 83 92

10 9 24 38 51 63 74 84 93 101 11 10 25 39 52 64 75 85 94 102 109 12 11 26 40 53 65 76 86 95 103 110 116 13 12 27 41 54 66 77 87 96 104 111 117 122 14 13 28 42 55 67 78 88 97 105 112 118 123 127 15 14 29 43 56 68 79 89 98 106 113 119 124 128 131 16 15 30 44 57 69 80 90 99 107 114 120 125 129 132 134 17 16 31 45 58 70 81 91 100 108 115 121 126 130 133 135 136

In a paired comparison, each participant is presented with two options and asked to indicate a preference between the two on some criterion. If each item is compared to every other item, one individual doing a 17-item paired comparison would be presented with 136 comparisons,1 an overwhelming task for any participant. Harris Interactive’s COMPASS uses a computer program to generate all the pairings and then generate several sets , each consisting of some of those pairings. Each participant is asked to address the pairs in only one set.2 For any participant, the number of pairs in his or her set equals the number of attributes in the list.3 Also, within the set, the participant will be exposed to each attribute at least twice.4 COMPASS reduces the participant burden of the exercise to a manageable level and significantly reduces the participant’s time doing the exercise. This increases their likely completion of the exercise. Each individual pairing is asked of a subset of the sample of all participants in the study.5 COMPASS generates enough sets so that all possible pairings are completed, while allowing overlap of pairings between participants. For this 17-item COMPASS exercise, Harris Interactive would use 9 different sets of paired comparisons with a minimum of 270 participants.

1 P = N!/[(N-2)!× (2!)]

where P = the number of paired-comparisons N = the number of items to be compared

Each pair is numbered in the chart, from 1 to 136.

2 An example of a set is represented by the green-shaded numbered boxes above. The set would comprise the following pairings: 2, 8, 18, 24, 33, 47, 65, 72, 82, 91, 102, 113, 117, 126, 127, 132, and 134. 3 In our example, as the number of attributes to be compared is 17, the number of pairings any one participant would address would be 17. 4 Each attribute must appear at least twice in each set (minimum)

Pairing# 2 8 18 24 33 47 65 72 82 91 102 113 117 126 127 132 134 Attribute 1 9 2 10 3 4 5 6 7 7 9 10 11 12 13 14 15 Attribute 3 1 4 2 5 6 12 8 8 17 11 15 13 17 14 16 16

In our example, pairing 18 will expose the participant to attributes 2 and 4, while pairing 24 will expose the participant to attributes 2 and 10. Nowhere else in the set will the participant be exposed to attribute 2. But he or she will see attribute 10 again when presented with pairing 113 and attribute 4 aga in when presented with pairing 47. 5 In our example, pairing 102, which forces a choice between attribute 9 and attribute 11, would be asked of several participants, keeping the minimum number of participants above 30.

5

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www.opendoorsnfp.org; www.harrisinteractive.com

1. How did ODO operationalize the definition of an adult with a disability? Whatarguments could you make that the definition was too inclusive or too narrow?

2. Analyze the research design’s various components. Identify any potential problemsand explain the ramifications of these design issues. Identify potential strengths ofthe design.

3. What is a hybrid (dual-modality) methodology? What are the pros and cons of thehybrid methodology used in this study?

4. Francie Turk had no prior experience with researching Americans with disabilities.Assume you have similar background; what would you have done in the exploratoryphase of this project to become familiar with the frustrations and hurdles that adultswith disabilities face when traveling? Compare your research process with whatODO did. What could ODO have gained from incorporating your methods?

5. Brainstorm lists of potential hotel, restaurant, and rental car accommodations to beevaluated for adults with disabilities and create your own paired-comparison question.During a phone interview, how quickly could you cover this question? What are theadvantages and disadvantages to using this measurement scale in the phone surveyin comparison to using it in the online survey?

6. What are the management, research, and investigative questions driving the nextAdults with Disabilities: Travel and Hospitality Study?

1 Study was conducted between September 23, 2002, and October 9, 2002.2 The Open Doors Organization (ODO), founded in 2000, is committed to ensuring that all persons with

disabilities have the same consumer opportunities as those without disabilities. ODO gives businesses theinformation and tools it needs to succeed in the disability market. It conducts research, management andemployee training, and provides guidance to comply with the Americans with Disabilities Act. “OurCommitment to the disability community,” Open Doors Organization, downloaded February 20, 2004(http://www.opendoorsnfp.org/_wsn/page4.html).

3 Published by the Census Bureau in 2001 based on 1997 data.4 Eric Lipp, executive director of the Open Doors Organization, interviewed by phone on March 5, 2004.5 “Risk Factors/Epidemiology,” Webcasts and Articles, Stroke-TIA.org, downloaded March 5, 2004 (http://

stroke-tia.org/stroke-tia/programs.asp).6 Francie Turk, principal, Consumer Connections, Inc., interviewed March 11, 2004.7 Harris Interactive is a global market research and consulting firm, best known for The Harris Poll.7 It has

conducted the Survey of Americans with Disabilities, sponsored by the National Organization on Disabilities(NOD) for many years. Headquartered in Rochester, New York., Harris Interactive combines proprietarymethodologies and technology with expertise in predictive, custom, and strategic research. “About HarrisInteractive,” downloaded March 10, 2004 (http://www.harrisinteractive.com/about/).

8 Francie Turk spent eight years in research with Kraft Foods before venturing out on her own. She earned herMBA from Northwestern University.

9 Research Among Adults with Disabilities: Travel and Hospitality, final report prepared by Harris Interactivefor the Open Doors Organization, delivered January 2002.

10“Sample and Methodology,” Research Among Adults with Disabilities: Travel and Hospitality.11Laura Light, research director for public policy and public pelations, Harris Interactive, interviewed March

10, 2004.12Propensity weighting is a proprietary methodology developed from Harris Interactive’s extensive experience

with online polling. It is based on a series of questions that address attitudinal and behavioral issues thatdemonstrate how online participants are different from those contacted by another means. Harris Interactive,downloaded March 10, 2003 (http://www.harrisinteractive.com/about/methodology.asp).

13 Steve Struhl, senior vice president with Harris Interactive, detailed the COMPASS methodology and helpedconstruct this exhibit.

14Research Among Adults with Disabilities: Travel and Hospitality.

>>>>>URLs

>Discussion

>Notes

Open Doors: Extending Hospitality to Travelers with Disabilities

Developed for Business Research Methods, 8/e. Used with permission of Pamela S. Schindler and DonaldR. Cooper. © 2004

>Source

Pg. 1 of 15

Project Manager: Laura Light Email: [email protected] Phone: 212-539-9710

Exhibit ODO-1 Online ODO Survey/ Harris Interactive

HARRIS INTERACTIVE INC. 111 Fifth Avenue New York, New York 10003

J16972

July 25, 2002

J:16xxx16972 Open DoorsQnairej16972_online final.doc

OPEN DOORS

Field Period:

SUBJECTS FOR QUESTIONNAIRE

SECTION 200: SCREENER/DISABILITY QUESTIONS SECTION 300: GENERAL TRAVEL SECTION 400: AIRLINES SECTION 500: CRUISE LINES AND RESTAURANTS SECTION 700: HOTELS SECTION 100: STANDARD DEMOGRAPHICS

Proprietary Questions Not To Be Released: TBD

Harris Interactive -approved Results Items: TBD

Harris Interactive -approved Soft Exit Items:

Place Time Stamps: Beginning of survey, end of survey

Number of Response Equivalents (REs):

Estimated Survey Duration:

Template: HI

[PROGRAMMER NOTE: PLEASE ENSURE THAT ALL MISSING DATA IS REPRESENTED IN SPSS DATA SET AS OUT OF RANGE NEGATIVE NUMBERS]

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Exhibit ODO-1 Online ODO Survey/Harris Interactive (cont.) Pg. 2 of 15

SECTION 200: SCREENER/DISABILITY QUESTIONS

BASE: ALL RESPONDENTS Q200 We appreciate you taking the time to complete this survey. The survey has been designed to help us better understand people’s travel, entertainment, and hospitality-related behaviors and experiences.

However, we are going to begin with a few questions about disability issues. These answers will help us to ensure that we interview a broad range of people and will be kept completely confidential. Do you have any of the following long-lasting conditions? 4 items x 10 sec. = 40 sec.

[RANDOMIZE]

1 Blindness or a serious vision impairment (not correctable by eyeglasses or contact lenses) 2 Deafness or a serious hearing impairment 3 A condition that substantially limits one or more basic physical activities, such as walking,

climbing stairs, reaching, lifting or carrying 4 A physical, mental, or emotional condition

that increases the difficulty of learning, remembering, or concentrating

[PROGRAMMER NOTE: IF Q200/4, SKIP TO END. OTHERS ASK Q205.]

BASE: HAS DISABILITY (Q200/1,2,3) Q205 Would you describe your handicap, disability or health problem as slight, moderate, somewhat severe, or very severe? 10 sec.

1 Slight 2 Moderate 3 Somewhat severe 4 Very severe

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Exhibit ODO-1 Online ODO Survey/Harris Interactive (cont.) Pg. 3 of 15

SECTION 300: GENERAL TRAVEL

BASE: HAS DISABILITY (Q200/1,2,3) Q300 Now, we have a series of questions about your general entertainment and travel experiences. How many trips have you taken in the past <I>2</I> years for business and for leisure? 20 sec.

[RANGE: 0-1,000]

1 Business / / / / / 2 Leisure / / / / /

[PROGRAMMER NOTE: IF Q300/1 GREATER THAN OR EQUAL TO 1 OR Q300/2 GREATER THAN OR EQUAL TO 1, ASK Q315. OTHERS SKIP TO Q435.]

BASE: HAS TAKEN A TRIP (Q300/1 GE 1 OR Q300/2 GE 1) Q315 How did you book your last trip? 15 sec.

[RANDOMIZE]

1 On the Internet 2 On the phone with a travel agent 3 On the phone, directly with the airlines or hotels 4 In person with a travel agent 6 Other [ANCHOR]

BASE: HAS TAKEN A TRIP (Q300/1 GE 1 OR Q300/2 GE 1) Q320 Again, thinking about your last trip, how many people traveled with you, either children or adults? 15 sec.

[RANDOMIZE] [RANGE: 0-90]

/ / /

BASE: HAS TAKEN A TRIP (Q300/1 GE 1 OR Q300/2 GE 1) Q325 On your last trip, how many nights were you away from home? 15 sec.

[RANGE: 1-30]

/ / / Nights

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Exhibit ODO-1 Online ODO Survey/Harris Interactive (cont.) Pg. 4 of 15

BASE: HAS TAKEN A TRIP (Q300/1 GE 1 OR Q300/2 GE 1) Q330 Also, on your last trip, approximately how much did you spend on…? 20 sec. X 6 items = 120 sec.

Q331

[RANDOMIZE; RANGE FOR EACH: 1-99,999]

1 Airfare / / / / / / 2 Car (for example, gas, tolls, rental) / / / / / / 3 Mass transit / / / / / / 4 Food and beverages / / / / / / 5 Accommodations (such as hotels, inns or motels) / / / / / / 6 Entertainment (for example, theater, concerts, museums, parks) / / / / / /

BASE: HAS TAKEN A TRIP (Q300/1 GE 1 OR Q300/2 GE 1) Q340 Which of the following statements best reflects how likely you are to share your personal travel experiences with others? 20 sec.

1 I primarily share my travel experiences with others when the services and accommodations have been <I>excellent</I>.

2 I primarily share my travel experiences with others when the services and accommodations have been <I>poor</I>.

3 Regardless of the situation – excellent or poor, I am likely to share my travel experience with others.

4 I rarely or never share my personal travel experience with others.

BASE: HAS TAKEN A TRIP (Q300/1 GE 1 OR Q300/2 GE 1) Q345 In general, when planning a trip, what are your best sources of information about which companies, services and products are most accessible for people with disabilities? <I>Please check all that apply.</I> 20 sec.

[RANDOMIZE]

1 Friends and family 2 Travel agent 3 Travel brochures/magazines/newspapers 4 Television 5 Disability organizations or other community organizations 6 Internet 7 Previous experience 8 Other [ANCHOR]

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Exhibit ODO-1 Online ODO Survey/Harris Interactive (cont.) Pg. 5 of 15

SECTION 400: AIRLINES

[PROGRAMMER NOTE: IF Q300/1 GREATER THAN OR EQUAL TO 1 OR Q300/2 GREATER THAN OR EQUAL TO 1, ASK Q400. OTHERS SKIP TO Q435.]

BASE: HAS TAKEN A TRIP (Q300/1 GE 1 OR Q300/2 GE 1) Q400 In the past <I>2</I> years, how many times have you flown on the following airlines? 5 sec x 8 items = 40 sec.

[RANDOMIZE] [RANGE: 0-900, 999]

01 American |__|__|__| 02 Continental |__|__|__| 03 Delta |__|__|__| 04 Northwest |__|__|__| 05 Southwest |__|__|__| 06 United |__|__|__| 07 USAir |__|__|__| 96 Another airline not mentioned |__|__|__| [ANCHOR, SPECIFY AT Q405]

BASE: OTHER AIRLINES FLOWN IN PAST TWO YEARS (Q400/96 GE 1) Q405 You mentioned that you had flown on other airlines besides the ones mentioned in the previous question. Please specify which other airlines you have flown on in the past two years. 30 sec.

[TEXT BOX]

[PROGRAMMER NOTE: IF Q400/1-7 GREATER THAN OR EQUAL TO 1, ASK Q410. IF 400/1-7=0, AND Q400/96 GE 1, ASK Q425. OTHERS SKIP TO Q435.]

BASE: HAS TRAVELED ON MAJOR US AIRLINE (Q400/1-7 GE 1) Q410 Please rate your experience on each of these airlines on a scale of “1” to “7” with “1” representing “terrible” and “7” representing “excellent” in terms of how well the airline accommodated your needs as a person with a disability. 4 items x 10 sec. = 40 sec.

[PROGRAMMER NOTE: INSERT AIRLINE FROM Q400; DO NOT INCLUDE “OTHER” (Q400/96)]

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Exhibit ODO-1 Online ODO Survey/Harris Interactive (cont.) Pg. 6 of 15

BASE: HAS TRAVELED ON AIRLINE (Q400/1-7,96 GE 1) Q425 Which of the following special devices do you need when you travel? <I>Please check all that apply.</I> 20 sec.

[RANDOMIZE]

1 Use of airport wheelchair to get to the gate 2 Use of airport transfer chair (narrow chair) to get to your seat 3 Use of onboard wheelchair 4 Accessible lavatory 5 Some type of meet and assist or escort service at the gate 6 Oxygen 7 Assistive hearing devices 8 Braille safety cards 9 Assistance dogs 97 None of these ANCHOR, E

BASE: HAS TRAVELED ON AIRLINE (Q400/1-7,96 GE 1) Q430 When you travel, do you bring your own special devices and equipment, rent special devices and equipment, or both? 15 sec.

1 I travel with my own special devices and equipment. 2 I rent special devices and equipment. 3 I both rent and bring my own special devices and equipment. 4 I do not need any special devices or equipment for my disability.

BASE: HAS DISABILITY (Q200/1,2,3) Q435 We will now show you a pair of items, and we would like you to tell us which of the two items, if either, would encourage you to fly more often. We would like you to select one of the items, even if you have only a slight preference. However, if you truly do not have a preference between the two items, please select "neither".

Which of the following two items would encourage you to fly more often? [Note to Open Doors: This question will utilize the Compass Method, allowing you to rank the items listed below.] 50 pairs X 3 sec. = 150 sec.

[RANDOMIZE]

01 Wheelchair drop off and pick up at gate 02 More time to board or exit the plane 03 A “meet and assist” or escort service at the gate 04 Guaranteed preferred seating (for example, bulkhead or aisle seating) 05 One centralized phone number to call to make all of my arrangements 06 A designated airline employee at check-in and arrival who asks how he/she can help me 07 Increased sensitivity to my needs during security checks 08 Attendants who do not call unnecessary attention to my needs 09 Staff who go out of their way to accommodate my special needs 10 Use of airport wheelchair to get to the gate 11 Use of airport transfer chair (narrow chair) to get to my seat 12 Use of onboard wheelchair 13 Accessible lavatory 14 Oxygen available on board 15 Assistive hearing devices 16 Braille safety cards 17 Assistance dogs

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Exhibit ODO-1 Online ODO Survey/Harris Interactive (cont.) Pg. 7 of 15

BASE: HAS DISABILITY (Q200/1,2,3) Q440 How many <b>more</b> flights do you think you would take in a given year if airlines were able to accommodate all of your primary needs as a person with a disability? 15 sec.

[RANGE: 1-100]

/ / / /

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Exhibit ODO-1 Online ODO Survey/Harris Interactive (cont.) Pg. 8 of 15

SECTION 500: CRUISE LINES AND RESTAURANTS

BASE: HAS DISABILITY (Q200/1,2,3) Q500 We would also like to understand your experiences with taking cruises. How many times have you taken a cruise on the following cruise lines in the past <I>5</I> years? <I>Please check all that apply.</I> 5 sec. X 8 items = 40 sec.

[RANGE: 0-900] [RANDOMIZE]

01 Carnival Cruise Lines |__|__|__| 02 Celebrity Cruises |__|__|__| 03 Disney Cruise Lines |__|__|__| 04 Holland America |__|__|__| 05 Norwegian Cruise Lines |__|__|__| 06 Princess Cruises |__|__|__| 07 Royal Carribean |__|__|__| 96 Another cruise line not mentioned |__|__|__| [ANCHOR]

BASE: HAS TAKEN CRUISE IN PAST FIVE YEARS (Q500/1-7 GE 1) Q505 Please rate your experience on each of these cruise lines on a scale of “1” to “7” with “1” representing “terrible” and “7” representing “excellent” in terms of how well the cruise line accommodated your needs as a person with a disability. 3 items x 10 sec. = 30 sec.

[PROGRAMMER NOTE: INSERT CRUISE LINE FROM Q500; DO NOT INCLUDE “OTHER” (Q500/96)]

BASE: HAS TAKEN CRUISE IN PAST FIVE YEARS (Q500/1-7,96 GE 1) Q510 On your last cruise, approximately how much did you spend, not including any added purchases such as gifts or airline tickets to get to the cruise ship? <I>Please type in all nines or “999999” if you have never taken a cruise or are not sure of the answer.</I> 15 sec.

[RANGE: $0-$999,000]

$/ / / / / / /

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Exhibit ODO-1 Online ODO Survey/Harris Interactive (cont.) Pg. 9 of 15

BASE: HAS DISABILITY (Q200/1,2,3) Q515 The next series of questions focuses on your experiences going out to eat in restaurants, whether at home or on vacation. How often in the past week have you eaten out at the following types of restaurants? 15 sec. X 3 items = 45 sec.

[RANGE: 0-50,99]

1 Fast food restaurants like McDonald's, Wendy's, or Taco Bell / / / 2 Quick serve or chain restaurants like Denny's, IHOP, or Bennigan’s / / / 3 More formal, sit -down restaurants / / /

BASE: HAS DISABILITY (Q200/1,2,3) Q520 Thinking only about the last time you ate in each of the following types of restaurants, approximately how much did you spend? 15 sec. X 3 items = 45 sec.

[RANGE: $0-$1000,9999]

1 Fast food restaurants like McDonald's, Wendy's, or Taco Bell $/ / / / / 2 Quick serve or chain restaurants like Denny's, IHOP, or Bennigan’s $/ / / / / 3 More formal, sit -down restaurants $/ / / / /

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Exhibit ODO-1 Online ODO Survey/Harris Interactive (cont.) Pg. 10 of 15

SECTION 700: HOTELS

BASE: HAS DISABILITY (Q200/1,2,3) Q700 We would now like to ask you a few questions about your accommodations while you are on vacation. When you travel, where do you typically stay? 10 sec.

1 In a hotel, motel, or inn 2 With friends or family 3 Other

BASE: HAS DISABILITY (Q200/1,2,3) Q705 How many times have you stayed at the following hotels, motels, or inns in the past two years? 5 sec x 16 items = 80 sec.

[RANDOMIZE] [RANGE: 0-900, 999]

01 Best Western |__|__|__| 02 Days Inn |__|__|__| 03 Doubletree |__|__|__| 04 Embassy Suites |__|__|__| 05 Fairfield Inn |__|__|__| 06 Hilton |__|__|__| 07 Holiday Inn |__|__|__| 08 Homewood Suites |__|__|__| 09 Hyatt |__|__|__| 10 Marriott |__|__|__| 11 Marriott Courtyard/Renaissance/Residence |__|__|__| 12 Microtel |__|__|__| 13 Motel 6 |__|__|__| 14 Radisson |__|__|__| 15 Red Roof Inn |__|__|__| 96 Another hotel not mentioned |__|__|__| ANCHOR, SPECIFY AT Q710

BASE: OTHER HOTEL IN PAST 2 YEARS (Q705/96 GE 1) Q710 You mentioned that you had stayed in other hotels besides the ones mentioned in the previous question. Please specify which other hotels you have stayed in over the past two years. 30 sec.

[TEXT BOX]

[PROGRAMMER NOTE: IF Q705/1-15 GE 1, ASK Q715. OTHERS SKIP TO 720.]

BASE: HAS STAYED IN MAJOR HOTEL CHAIN IN PAST TWO YEARS (Q705/01-15 GE 1) Q715 Please rate your experience on each of the following hotels on a scale of “1” to “7” with “1” representing “terrible” and “7” representing “excellent” in terms of how well the hotel accommodated your needs as a person with a disability. 8 items x 10 sec. = 80 sec.

[PROGRAMMER NOTE: INSERT HOTEL CHAIN FROM Q710, NOT INC. Q705/96]

Business Research Methods, 14e/Schindler16

Exhibit ODO-1 Online ODO Survey/Harris Interactive (cont.) Pg. 11 of 15

BASE: HAS DISABILITY (Q200/1,2,3) Q720 We will now show you a pair of items, and we would like you to tell us which of the two items, if either, would encourage you to stay in hotels more often. We would like you to select one of the items, even if you have only a slight preference. However, if you truly do not have a preference between the two items, please select "neither".

Which of the following two items would encourage you to stay in hotels more often? [Note to Open Doors: This question will utilize the Compass Method, allowing you to rank the items listed below.] 70 pairs X 3 sec. = 210 sec.

01 Non wheelchair accessible room 02 Wheelchair accessible room with roll-in shower 03 Wheelchair accessible room with bathtub 04 Portable tub/shower seat available 05 Wall mounted shower seat available 06 Room with grab bars only 07 Bed on open bed frame 08 Double bed room 09 Room close to entrance and transportation 10 Room close to hotel restaurants or food court 11 In room TTY 12 Visual alert system for doors, phone, and smoke detector 13 Captions on all television channels 14 Phone amplifier 15 Elevator access 16 Internet access in room 17 Room service 18 Lower shower heads 19 Lower closet shelves 20 Ramp access to entrances 21 Staff who do not call unnecessary attention to my needs 22 Staff who go out of their way to accommodate my special needs 23 A designated hotel employee at check-in who asks how he/she can help me

BASE: HAS DISABILITY (Q200/1,2,3) Q725 In a given year, how many <b>more</b> times would you stay in a hotel if hotels were able to accommodate all of your primary needs as a person with a disability? 15 sec.

[RANGE: 1-365]

/ / / /

Business Research Methods, 14e/Schindler17

Exhibit ODO-1 Online ODO Survey/Harris Interactive (cont.) Pg. 12 of 15

SECTION 100: DEMOGRAPHICS

BASE: ALL RESPONDENTS Q103 Are you…?

1 Male 2 Female

BASE: ALL RESPONDENTS Q106 In what year were you born? <I>Please enter as a four-digit number, e.g., 1963.</I>

[RANGE: 1900-1988]

|__|__|__|__|

BASE: ALL RESPONDENTS Q113 Excluding email, how many hours a week do you spend on the Internet or World Wide Web?

[RANGE: 0-168]

|_|_|_|

BASE: ALL RESPONDENTS Q135 What is your marital status?

1 Married 2 Single, never married 3 Divorced 4 Separated 5 Widowed 6 Living with partner

BASE: ALL RESPONDENTS Q138 Including you, how many adults (age 18 or over) live in your household?

[RANGE: 1-50]

|_|_|

BASE: ALL RESPONDENTS Q141 How many children under the age of 18 live in your household?

[RANGE: 0-15]

|_|_|

Business Research Methods, 14e/Schindler18

Exhibit ODO-1 Online ODO Survey/Harris Interactive (cont.) Pg. 13 of 15

BASE: ALL RESPONDENTS Q146 What is the highest level of education you have completed or the highest degree you have received?

01 Less than high school 02 Completed some high school 03 High school graduate or equivalent (e.g., GED) 04 Completed some college, but no degree 70 Associate’s degree 05 College graduate (e.g., B.A., A.B., B.S.) 06 Completed some graduate school, but no degree 07 Completed graduate school (e.g., M.S., M.D., Ph.D.)

BASE: ALL RESPONDENTS Q149 Which one of the following best describes your employment status?

[SINGLE RESPONSE] [DO NOT ROTATE] [PROGRAMMER NOTE: DISPLAY IN TWO COLUMNS, GOING DOWN.]

1 Employed full time 2 Employed part time 3 Self-employed 4 Not employed, but looking for work 5 Not employed and not looking for work 6 Retired 8 Student 9 Homemaker

BASE: ALL RESPONDENTS Q157 Which of the following income categories best describes your total 2001 <U>household</U> income before taxes?

[RIGHT JUSTIFY THE FOLLOWING: <P><font color=blue size=-1>Why do we ask this question? <a ref=insert link 1 here>Click here</a>.</font> ]

01 Less than $15,000 02 $15,000 to $24,999 03 $25,000 to $34,999 04 $35,000 to $49,999 05 $50,000 to $74,999 06 $75,000 to $99,999 07 $100,000 to $124,999 08 $125,000 to $149,999 09 $150,000 to $199,999 10 $200,000 to $249,999 11 $250,000 or more 99 Decline to answer

BASE: ALL RESPONDENTS Q160 In what state or territory do you currently reside?

[DROP DOWN MENU WITH CHOICES LISTED—SEE STANDARD RESPONS ES]

Business Research Methods, 14e/Schindler19

Pg. 14 of 15 Exhibit ODO-1 Online ODO Survey/Harris Interactive (cont.)

BASE: ALL RESPONDENTS Q163 What is your zip code? <I>Please enter only the first five digits.</I>

[PROGRAMMER NOTE: ALLOW ONLY 5 DIGIT, NUMERIC CODE.]

|__|__|__|__|__|

BASE: ALL RESPONDENTS Q164 U.S. Region-Harris Interactive Definition (Does not appear on screen)

[PROGRAMMER NOTE: COMPUTE THE U.S. REGION FOR THE STATES USING THE HARRIS INTERACTIVE DEFINITION.]

1 East 2 Midwest 3 South 4 West 5 Non-U.S. State

BASE: ALL RESPONDENTS Q175 Are you of Hispanic origin, such as Latin American, Mexican, Puerto Rican, or Cuban?

[RIGHT JUSTIFY THE FOLLOWING: <P><font color=blue size=-1>Why do we ask these questions? <a ref=insert link 4 here>Click here</a>.</font> ]

1 Yes, of Hispanic origin 2 No, not of Hispanic origin 9 Decline to answer

BASE: ALL RESPONDENTS Q178 Do you consider yourself…?

[PROGRAMMER NOTE: DISPLAY IN TWO COLUMNS, GOING DOWN.]

01 White JUMP TO SWEEPSTAKES SECTION 02 Black JUMP TO SWEEPSTAKES SECTION 03 African American JUMP TO SWEEPSTAKES SECTION 04 Asian or Pacific Islander JUMP TO SWEEPSTAKES SECTION 05 Native American or Alaskan native JUMP TO SWEEPSTAKES SECTION 06 Mixed racial background JUMP TO Q180 96 Other race [SPECIFY AT Q179] ASK Q179 99 Decline to answer JUMP TO SWEEPSTAKES SECTION

BASE: OTHER RACE (Q178/96) Q179 Please specify what race you consider yourself.

[TEXT BOX]

Business Research Methods, 14e/Schindler20

Exhibit ODO-1 Online ODO Survey/Harris Interactive (cont.) Pg. 15 of 15

BASE: MIXED RACIAL BACKGROUND RES PONDENTS (Q178/06) Q180 You indicated that you consider yourself of a mixed racial background. With which of the following racial groups do you most closely identify? <I>Please check all that apply.</I>

[MULTIPLE RESPONSE]

01 White 02 Black

03 African American 04 Asian or Pacific Islander 05 Native American or Alaskan native 96 Other race 99 Decline to answer E

BASE: ALL RESPONDENTS Q99 Thank you page, sweepstakes and count of qualified complete

Business Research Methods, 14e/Schindler21

Exhibit ODO -2 Telephone Survey Pg 1 of 16

HARRIS INTERACTIVE INC. Project Manager: Laura Light 111 Fifth Avenue Email: [email protected] New York, New York 10003 Phone: 212-539-9710

J16972

August 29, 2002

J:16xxx16972 Open DoorsQnairej16972_telephone final.doc

OPEN DOORS

Field Period:

SUBJECTS FOR QUESTIONNAIRE

SECTION 400: SCREENER/DISABILITY QUESTIONS SECTION 500: GENERAL TRAVEL SECTION 600: AIRLINES SECTION 700: CRUISE LINES AND RESTAURANTS SECTION 800: HOTELS SECTION 100: STANDARD DEMOGRAPHICS

[PROGRAMMER NOTE: PLEASE ENSURE THAT ALL MISSING DATA IS REPRESENTED IN SPSS DATA SET AS OUT OF RANGE NEGATIVE NUMBERS]

Business Research Methods, 14e/Schindler22

Exhibit ODO -2 ODO Telephone Survey/Harris Interactive(cont.) Pg. 2 of 16

SECTION 400: SCREENER/DISABILITY QUESTIONS

BASE: ALL RESPONDENTS Q400 Hello, I’m _____________ from The Harris Poll, a nationally known public opinion research firm. We are conducting an important short survey on the topic of travel and entertainment experiences. It will only take about 20 minutes of your time, and we think you will find it interesting. Let me assure you that we are not trying to sell you anything. At no time will any of your answers be attributed to you or your family in any way. May I continue?

1 Yes 2 No

BASE: ALL RESPONDENTS Q405 We are going to begin with a few questions about disability issues. These answers will help us to ensure that we interview a broad range of people and will be kept completely confidential. Do you or does anyone aged 18 or older in your household have any of the following long-lasting conditions? (INT: READ EACH ITEM. IF YES, ASK “IS THAT YOU OR SOMEONE ELSE”)

[RANDOMIZE]

1 2 3 8 9 You and Decline

Q406 You Someone else someone else Not sure to answer

1 Blindness or a serious vision impairment (that is not correctable by eyeglasses or contact lenses) (CONTINUE TO Q410)

2 Deafness or a serious hearing impairment (CONTINUE TO Q410) 3 A condition that substantially limits one or more basic physical activities, such as walking,

climbing stairs, reaching, lifting or carrying (CONTINUE TO Q410) 4 A physical, mental, or emotional condition

that increases the difficulty of learning, remembering, or concentrating (THANK AND TERMINATE)

9 Decline to answer (VOL) (THANK AND TERMINATE)

[PROGRAMMER NOTE: IF Q405/1-3 AND 406/1,3 CONTINUE. IF Q405/1-3 AND Q406/2, ASK Q407. OTHERS THANK AND TERMINATE.]

BASE: ALL RESPONDENTS Q407 May I please speak to the person in your household who has [PROGRAMMER NOTE: INSERT ITEM FROM Q405/1-3 AND 406/2]?

1 Yes, will connect ASK Q400 2 Yes, call back SET UP CALL BACK 3 No THANK AND TERMINATE

BASE: HAS DISABILITY (Q405/1,2,3) Q410 Would you describe your handicap, disability or health problem as: (INT: READ LIST)

1 Slight 2 Moderate 3 Somewhat severe 4 Very severe 8 Not sure (VOL) 9 Decline to answer (VOL)

Business Research Methods, 14e/Schindler23

Exhibit ODO -2 ODO Telephone Survey/Harris Interactive (cont.) Pg. 3 of 16

SECTION 500: GENERAL TRAVEL

BASE: HAS DISABILITY (Q405/1,2,3) Q500 Now, we have a series of questions about your general travel experiences. How many trips have you taken in the past 2 years for business? (INT: RECORD WHOLE NUMBER FROM 0 TO 1000. DO NOT ACCEPT RANGE. RECORD 9998 FOR NOT SURE AND 9999 FOR DECLINE TO ANSWER)

[RANGE: 1-1000, 9998, 9999]

[TEXT BOX] (IF GREATER OR EQUAL TO ONE CONTINUE TO Q515)

BASE: HAS DISABILITY (Q405/1,2,3) Q505 And how many trips have you taken in the past 2 years for leisure? (INT: RECORD WHOLE NUMBER FROM 0 TO 100. DO NOT ACCEPT RANGE. RECORD 998 FOR NOT SURE AND 999 FOR DECLINE TO ANSWER)

[RANGE: 1-100, 998, 999]

[TEXT BOX] (IF GREATER OR EQUAL TO ONE CONTINUE TO Q515)

[INTERVIEWER NOTE: IF EQUAL TO ZERO IN Q500 AND Q505 SKIP TO Q635.]

BASE: HAS TAKEN A TRIP (Q500 GE 1 OR Q505 GE 1) Q515 How did you book your last trip. Was it: (INT: READ LIST)

[RANDOMIZE]

1 On the Internet 2 On the phone with a travel agent 3 On the phone, directly with the airlines or hotels 4 In person with a travel agent 6 Other (VOL) [ANCHOR] 8 Not sure (VOL) [ANCHOR] 9 Decline to answer (VOL) [ANCHOR]

BASE: HAS TAKEN A TRIP (Q500 GE 1 OR Q505 GE 1) Q520 Again, thinking about your last trip, how many people traveled with you, either children or adults? (INT: RECORD WHOLE NUMBER BETWEEN 0 AND 90. DO NOT ACCEPT RANGE. RECORD 98 FOR NOT SURE AND 99 DECLINE TO ANSWER)

[RANGE: 0-90, 98, 99] [TEXT BOX]

BASE: HAS TAKEN A TRIP (Q500/1 GE 1 OR Q500/2 GE 1) Q525 On your last trip, how many nights were you away from home? (INT: RECORD WHOLE NUMBER BETWEEN 1 AND 30. DO NOT ACCEPT RANGE. RECORD 98 FOR NOT SURE AND 99 FOR DECLINE TO ANSWER)

[RANGE: 1-30, 98, 99]

[TEXT BOX]

Business Research Methods, 14e/Schindler24

Exhibit ODO -2 ODO Telephone Survey/Harris Interactive (cont.) Pg. 4 of 16

BASE: HAS TAKEN A TRIP (Q500/1 GE 1 OR Q500/2 GE 1) Q530 Also, on your last trip, approximately how much did you spend on…? (INT: READ EACH ITEM. RECORD WHOLE NUMBER FOR EACH. DO NOT ACCEPT RANGE. RECORD 99,998 FOR NOT SURE AND 99,999 FOR DECLINE TO ANSWER)

Q531

[RANDOMIZE; RANGE FOR EACH: 1-99997, 99998, 99999]

1 Airfare [TEXT BOX] 2 Car (for example, gas, tolls, rental) [TEXT BOX] 3 Mass transit [TEXT BOX] 4 Food and beverages [TEXT BOX] 5 Accommodations (such as hotels, inns or motels) [TEXT BOX] 6 Entertainment (for example, theater, concerts, museums, parks) [TEXT BOX]

BASE: HAS TAKEN A TRIP (Q500 GE 1 OR Q505 GE 1) Q540 Which of the following statements best reflects how likely you are to share your personal travel experiences with others? (INT: READ LIST.)

1 You primarily share your travel experiences with others when the services and accommodations have been excellent.

2 You primarily share your travel experiences with others when the services and accommodations have been poor.

3 Regardless of the situation – excellent or poor, you are likely to share your travel experience with others.

4 You rarely or never share your personal travel experience with others. 7 None of these (VOL) 8 Not sure (VOL) 9 Decline to answer (VOL)

BASE: HAS TAKEN A TRIP (Q500/1 GE 1 OR Q500/2 GE 1) Q545 In general, when planning a trip, what are your best sources of information about which companies, services and products are most accessible for people with disabilities? (INT: READ LIST)

[RANDOMIZE] [MULTIPLE RESPONSE]

01 Friends and family 02 Travel agent 03 Travel brochures, magazines or newspapers 04 Television 05 Disability organizations or other community organizations 06 Internet 07 Previous experience 96 Other (VOL) [ANCHOR] 97 None of these (VOL) [ANCHOR], E 98 Not sure (VOL) [ANCHOR], E 99 Decline to answer (VOL) [ANCHOR], E

Business Research Methods, 14e/Schindler25

Exhibit ODO -2 ODO Telephone Survey/Harris Interactive (cont.) Pg. 5 of 16

SECTION 600: AIRLINES

[PROGRAMMER NOTE: IF Q500 IS GREATER THAN OR EQUAL TO 1 OR Q505 IS GREATER THAN OR EQUAL TO 1 ASK Q600. ALL OTHERS SKIP TO Q635.]

BASE: HAS TAKEN A TRIP (Q500/1 GE 1 OR Q500/2 GE 1) Q600 In the past 2 years, how many times have you flown on the following airlines? (INT: READ EACH ITEM. RECORD WHOLE NUMBER BETWEEN 0 AND 900 FOR EACH. DO NOT ACCEPT RANGE. RECORD 998 FOR NOT SURE AND 999 FOR DECLINE TO ANSWER)

[RANDOMIZE] [RANGE: 0-900, 998, 999]

01 American [TEXT BOX] (SKIP TO Q610) 02 Continental [TEXT BOX] (SKIP TO Q610) 03 Delta [TEXT BOX] (SKIP TO Q610) 04 Northwest [TEXT BOX] (SKIP TO Q610) 05 Southwest [TEXT BOX] (SKIP TO Q610) 06 United [TEXT BOX] (SKIP TO Q610) 07 USAir [TEXT BOX] (SKIP TO Q610) 96 Another airline not mentioned [TEXT BOX] (CONTINUE TO Q605) [ANCHOR]

[PROGRAMMER NOTE: IF Q600/01,02,03,04,05,06 OR 07 ARE GREATER THAN OR EQUAL TO 1, ASK Q610. ANOTHER AIRLINE NOT MENTIONED (Q600/96) GE 1, CONTINUE TO Q605. OTHERS SKIP TO 635.]

BASE: MENTIONED OTHER AIRLINES FLOWN IN THE PAST 2 YEARS (Q600/96 GE 1) Q605 You mentioned that you had flown on other airlines besides the ones mentioned in the previous question. Which other airlines have you flown on in the past two years?

[TEXT BOX]

[PROGRAMMER NOTE: IF Q600/01,02,03,04,05,06 OR 07 ARE GREATER THAN OR EQUAL TO 1, ASK Q610. OTHERS SKIP TO 635.]

BASE: HAS TRAVELED ON MAJOR US AIRLINE (Q600/01-07 GE 1) Q610 Please rate your experience on each of these airlines on a scale of “1” to “7” with “1” representing “terrible” and “7” representing “excellent” in terms of how well the airline accommodated your needs as a person with a disability.

[INTERVIEWER NOTE: FOR EACH AIRLINE RATED (GAVE A NUMBER GREATER THAN 0) (Q600/01-07 NE 0) ASK Q610. INSERT AIRLINE FROM Q600; DO NOT INCLUDE“OTHER” (Q600/96), NOT SURE (Q600/998), OR DECLINE TO ANSWER (Q600/999)]

Business Research Methods, 14e/Schindler26

Pg. 6 of 16 Exhibit ODO -2 ODO Telephone Survey/Harris Interactive (cont.)

BASE: HAS TRAVELED BY PLANE (Q600/01-07, 96 GE 1) Q625 Which of the following special devices do you need when you travel? (INT: READ LIST)

[RANDOMIZE] [MULTIPLE RESPONSE]

01 Use of airport wheelchair to get to the gate 02 Use of airport transfer chair (narrow chair) to get to your seat 03 Use of onboard wheelchair 04 Accessible lavatory 05 Some type of meet and assist or escort service at the gate 06 Oxygen 07 Assistive hearing devices 08 Braille safety cards 09 Assistance dogs 97 None of these (VOL) [ANCHOR], E 98 Not sure (VOL) [ANCHOR], E 99 Decline to answer (VOL) [ANCHOR], E

BASE: HAS TRAVELED BY PLANE (Q610/01-07, 96 GE 1) Q630 When you travel, do you bring your own special devices and equipment, rent special devices and equipment, or both? (INT: READ LIST.)

1 You travel with your own special devices and equipment. 2 You rent special devices and equipment. 3 You both rent and bring your own special devices and equipment. 4 You do not need any special devices or equipment for your disability. 8 Not sure (VOL) 9 Decline to answer (VOL)

Business Research Methods, 14e/Schindler27

Exhibit ODO -2 ODO Telephone Survey/Harris Interactive (cont.) Pg. 7 of 16

BASE: HAS A DISABILITY (Q405/1,2,3) Q635 I am now going to read to you a pair of items, and I would like you to tell me which of the two items would encourage you to fly more often. I would like you to select one of the items, even if you have only a slight preference. However, if you truly do not have a preference between the two items, please say neither. Between these two items, which would encourage you to fly more often, [ITEM] OR [ITEM]?… How about [ITEM] OR [ITEM]…?

[PROGRAMMER NOTE: RANDOMIZE THE PAIRS THAT APPEAR TOGETHER]

[RANDOMIZE] Q636

01 Wheelchair drop off and pick up at gate 02 More time to board or exit the plane 03 A “meet and assist” or escort service at the gate 04 Guaranteed preferred seating (for example, bulkhead or aisle seating) 05 One centralized phone number to call to make all of your arrangements 06 A designated airline employee at check-in and arrival who asks how he/she can help you 07 Increased sensitivity to your needs during security checks 08 Attendants who do not call unnecessary attention to your needs 09 Staff who go out of their way to accommodate your special needs 10 Use of airport wheelchair to get to the gate 11 Use of airport transfer chair (narrow chair) to get to your seat 12 Use of onboard wheelchair 13 Accessible lavatory 14 Oxygen available on board 15 Assistive hearing devices 16 Braille safety cards 17 Assistance dogs

[PROGRAMMER NOTE: EXAMPLE OF ARRANGEMENT]

Q637 Between these two items, which would encourage you to fly more often, [ITEM] OR [ITEM].

1 Oxygen available on board 2 Braille safety cards 3 Either (VOL) 8 Not sure (VOL) 9 Decline to answer (VOL)

BASE: HAS A DISABILITY (Q405/1,2,3) Q645 How many more flights do you think you would take in a given year if airlines were able to accommodate all of your primary needs as a person with a disability? (INT: RECORD WHOLE NUMBER BETWEEN 1 AND 100. DO NOT ACCEPT RANGE. RECORD 998 FOR NOT SURE AND 999 FOR DECLINE TO ANSWER)

[RANGE: 1-100, 998, 999] [TEXT BOX]

Business Research Methods, 14e/Schindler28

Exhibit ODO -2 ODO Telephone Survey/Harris Interactive (cont.) Pg. 8 of 16

SECTION 700: CRUISE LINES AND RESTAURANTS

BASE: HAS A DISABILITY (Q405/1,2,3) Q700 We would also like to understand your experiences with taking cruises. How many times have you taken a cruise on the following cruise lines in the past 5 years? (INT: READ LIST. RECORD WHOLE NUMBER BETWEEN 0 AND 900 FOR EACH. DO NOT ACCEPT RANGE. RECORD 998 FOR NOT SURE AND 999 FOR DECLINE TO ANSWER.)

01 Carnival Cruise Lines [TEXT BOX] 02 Celebrity Cruises [TEXT BOX] 03 Disney Cruise Lines [TEXT BOX] 04 Holland America [TEXT BOX] 05 Norwegian Cruise Lines [TEXT BOX] 06 Princess Cruises [TEXT BOX] 07 Royal Caribbean [TEXT BOX] 08 Another cruise line not mentioned [TEXT BOX] [ANCHOR]

BASE: HAS TRAVELED ON MAJOR CRUISE LINE IN PAST FIVE YEARS (Q700/01-07 GE 1) Q705 Please rate your experience on each of these cruise lines on a scale of “1” to “7” with “1” representing “terrible” and “7” representing “excellent” in terms of how well the cruise line accommodated your needs as a person with a disability.

[TEXT BOX]

[INTEVIEWER NOTE: FOR EACH CRUISE LINE TRAVELED ON (GAVE NUMBER GREATER THAN 0) (Q700/01-07 GE 1) ASK 705. INSERT CRUISE LINE FROM Q700; DO NOT INCLUDE ANOTHER CRUISE LINE (Q700/96), NOT SURE (Q700/998), OR DECLINE TO ANSWER (Q700/999)]

BASE: HAS TAKEN A CRUISE IN THE PAST 5 YEARS (Q500/01-07 GE 1) Q710 On your last cruise, approximately how much did you spend, not including any added purchases such as gifts or airline tickets to get to the cruise ship? (INT: RECORD WHOLE NUMBER BETWEEN $0 AND $999,000, DO NOT ACCEPT RANGE. RECORD 999998 FOR NOT SURE AND 999999 FOR DECLINE TO ANSWER)

[RANGE: $0 – $999,000, 999998, 999999] [TEXT BOX]

BASE: HAS A DISABILITY (Q405/1,2,3) Q715 The next series of questions focuses on your experiences going out to eat in restaurants, whether at home or on vacation. How often in the past week have you eaten out at the following types of restaurants? (INT: READ LIST. RECORD WHOLE NUMBER BETWEEN 0 AND 50 FOR EACH RESPONSE, DO NOT ACCEPT RANGE. RECORD 98 FOR NOT SURE AND 99 FOR DECLINE TO ANSWER).

[RANGE: 0-50, 98, 99]

1 Fast food restaurants like McDonald’s, Wendy’s, or Taco Bell [TEXT BOX] 2 Quick serve or chain restaurants like Denny’s, IHOP, or Bennigan’s [TEXT BOX] 3 More formal, sit -down restaurants [TEXT BOX]

Business Research Methods, 14e/Schindler29

Exhibit ODO -2 ODO Telephone Survey/Harris Interactive (cont.) Pg. 9 of 16

BASE: HAS A DISABILITY (Q405/1,2,3) Q720 Thinking only about the last time you ate in each of the following types of restaurants, approximately how much did you spend? (INT: READ LIST. RECORD WHOLE NUMBER BETWEEN $0 AND $1,000 FOR EACH RESPONSE, DO NOT ACCEPT RANGE. RECORD 9998 FOR NOT SURE AND 9999 FOR DECLINE TO ANSWER).

[RANGE: $0-$1,000, 9998, 9999]

1 Fast food restaurants like McDonald’s, Wendy’s, or Taco Bell [TEXT BOX] 2 Quick serve or chain restaurants like Denny’s, IHOP, or Bennigan’s [TEXT BOX] 3 More formal, sit -down restaurants [TEXT BOX]

Business Research Methods, 14e/Schindler 30

Exhibit ODO -2 ODO Telephone Survey/Harris Interactive (cont.) Pg. 10 of 16

SECTION 800: HOTELS

BASE: HAS DISABILITY (Q405/1,2,3) Q800 We would now like to ask you a few questions about your accommodations while you are on vacation. When you travel, where do you typically stay? (INT: READ LIST. RECORD ONLY ONE RESPONSE)

1 In a hotel, motel, or inn (CONTINUE TO Q805) 2 With friends or family (SKIP TO Q840) 6 Other (SKIP TO Q840) 8 Not sure (VOL) (SKIP TO Q840) 9 Decline to answer (VOL) (SKIP TO Q840)

BASE: HAS DISABILITY (Q405/1,2,3) Q805 How many times have you stayed at the following hotels, motels, or inns in the past two years? (INT: READ LIST. RECORD WHOLE NUMBER FOR EACH. RECORD 998 FOR NOT SURE AND 999 FOR DECLINE TO ANSWER.)

[RANDOMIZE] [RANGE: 0-900, 998, 999]

01 Best Western [TEXT BOX] 02 Days Inn [TEXT BOX] 03 Doubletree [TEXT BOX] 04 Embassy Suites [TEXT BOX] 05 Fairfield Inn [TEXT BOX] 06 Hilton [TEXT BOX] 07 Holiday Inn [TEXT BOX] 08 Homewood Suites [TEXT BOX] 09 Hyatt [TEXT BOX] 10 Marriott [TEXT BOX] 11 Marriott Courtyard/Renaissance/Residence [TEXT BOX] 12 Microtel [TEXT BOX] 13 Motel 6 [TEXT BOX] 14 Radisson [TEXT BOX] 15 Red Roof Inn [TEXT BOX] 96 Another hotel not mentioned [TEXT BOX] [ANCHOR] (SPECIFY AT Q810)

[PROGRAMMER NOTE: IF Q 805/01-15 GE 1 ASK Q815. IF Q805/96 ASK Q810. ALL OTHERS SKIP TO Q820.]

BASE: OTHER HOTEL IN PAST 2 YEARS (Q805/96 GE 1) Q810 You mentioned you had stayed in other hotels besides the ones mentioned in the previous question. Please specify which other hotels you have stayed in over the past two years.

[TEXT BOX]

[PROGRAMMER NOTE: IF Q800/01-15 GE 1, ASK Q815. OTHERS SKIP TO 820.]

BASE: HAS STAYED IN HOTEL CHAIN (Q805/01-15 GE 1) Q815 Please rate your experience on each of the following hotels on a scale of “1” to “7” with “1” representing “terrible” and “7” representing “excellent” in terms of how well the hotel accommodated your needs as a person with a disability.

Business Research Methods, 14e/Schindler 31

Exhibit ODO -2 ODO Telephone Survey/Harris Interactive (cont.) Pg. 11 of 16

[INTEVIEWER NOTE: INSERT HOTEL CHAIN FROM Q805, NOT INCLUDING Q805/96]. FOR EACH HOTEL RATED (GA VE A NUMBER GREATER THAN 0) (Q800/01-13 GE 1) ASK Q710. DO NOT INCLUDE NOT SURE (Q805/998), OR DECLINE TO ANSWER (Q805/999)]

BASE: HAS A DISABILITY (Q405/1,2,3) Q820 Now I would like to read to you a pair of items, and I would like you to tell me, if you were guaranteed to receive one of the items listed, which item would encourage you to stay in hotels more often. I would like you to select one of the items, even if you have only a slight preference. However, if you truly do not have a preference between the two items, please say neither. Choosing between [ITEM] OR [ITEM], which would encourage you to stay in hotels more often?…How about [ITEM] OR [ITEM]…?

[PROGRAMMER NOTE: RANDOMIZE THE PAIRS THAT APPEAR TOGETHER]

[RANDOMIZE]

Q825 01 Non wheelchair accessible room 02 Wheelchair accessible room with roll-in shower 03 Wheelchair accessible room with bathtub 04 Portable tub/shower seat available 05 Wall mounted shower seat available 06 Room with grab bars only 07 Bed on open bed frame 08 Double bed room 09 Room close to entrance and transportation 10 Room close to hotel restaurants or food court 11 In room TTY 12 Visual alert system for doors, phone, and smoke detector 13 Captions on all television channels 14 Phone amplifier 15 Elevator access 16 Internet access in room 17 Room service 18 Lower shower heads 19 Lower closet shelves 20 Ramp access to entrances 21 Staff who do not call unnecessary attention to your needs 22 Staff who go out of their way to accommodate your special needs 23 A designated hotel employee at check-in who asks how he/she can help you

[PROGRAMMER NOTE: EXAMPLE OF HOW QUESTIONS CAN BE PAIRED FOR INTERVIEWER TO READ]

Q837 1 Ramp access to entrance 2 Staff who do not call unnecessary attention to my needs 3 Either (VOL) 8 Not sure (VOL) 9 Decline to answer (VOL)

Business Research Methods, 14e/Schindler 32

Exhibit ODO -2 ODO Telephone Survey/Harris Interactive (cont.) Pg. 12 of 16

BASE: HAS DISABILITY (Q405/1,2,3) Q840 In a given year, how many more times would you stay in a hotel if hotels were able to accommodate all of your primary needs as a person with a disability? (INT: RECORD WHOLE NUMBER BETWEEN 1 AND 365. DO NOT ACCEPT RANGE. RECORD 998 FOR NOT SURE AND 999 FOR DECLINE TO ANSWER)

[RANGE: 1-365, 998, 999]

[TEXT BOX]

Business Research Methods, 14e/Schindler 33

Exhibit ODO -2 ODO Telephone Survey/Harris Interactive (cont.) Pg. 13 of 16

SECTION 100: DEMOGRAPHICS

BASE: ALL RESPONDENTS Q100 Record gender (INT: DO NOT ASK)

1 Male 2 Female

BASE: ALL RESPONDENTS Q105 Now I have a few questions for classification purposes. We don’t mean to pry, but we need to know some things about you in order to compare your opinions with others. In what year were you born? (INT: RECORD FOUR-DIGIT YEAR. RECORD YEAR FROM 1900-1986. RECORD 999 FOR DECLINE TO ANSWER.)

[TEXT BOX]

BASE: ALL RESPONDENTS Q110 What is your marital status? Are you: (INT: READ LIST. RECORD ONLY ONE RESPONSE)

01 Married 02 Single, never married 03 Divorced 04 Separated 05 Widowed 06 Living with partner 09 Decline to answer (VOL)

BASE: ALL RESPONDENTS Q115 Including you, how many adults (age 18 or over) live in your household? (INT: RECORD WHOLD NUMBER FROM 1 TO 50. DO NOT ACCEPT RANGE. RECORD 99 FOR DECLINE TO ANSWER.)

[RANGE 1-50, 99]

[TEXT BOX]

BASE: ALL RESPONDENTS Q120 How many children under the age of 18 live in your household? (INT: RECORD WHOLD NUMBER FROM 0 TO 15. DO NOT ACCEPT RANGE. RECORD 99 FOR DECLINE TO A NSWER.)

[RANGE 0-15, 99]

[TEXT BOX]

Business Research Methods, 14e/Schindler 34

Exhibit ODO -2 ODO Telephone Survey/Harris Interactive (cont.) Pg. 14 of 16

BASE: ALL RESPONDENTS Q125 What is the highest level of education you have completed or the highest degree you have received? (INT: READ LIST. RECORD ONE RESPONSE ONLY)

01 Less than high school 02 Completed some high school 03 High school graduate or equivalent (e.g., GED) 04 Completed some college, but no degree 05 Associate’s degree 06 College graduate (e.g., B.A., A.B., B.S.) 07 Completed some graduate school, but no degree 08 Completed graduate school (e.g., M.S., M.D., Ph.D.) 99 Decline to answer (VOL)

BASE: ALL RESPONDENTS Q130 Which of the following best describes your employment status? (INT: READ LIST.)

01 Employed full time 02 Employed part time 03 Self-employed 04 Not employed, but looking for work 05 Not employed and not looking for work 06 Retired 07 Student 08 Homemaker 99 Decline to answer (VOL)

BASE: ALL RESPONDENTS Q135 Which of the following income categories best describes your total 2001 household income before taxes?: (INT: READ LIST. RECORD ONLY ONE RESPONSE)

01 Less than $15,000 02 $15,000 to less than $24,999 03 $25,000 to less than $34,999 04 $35,000 to less than $49,999 05 $50,000 to less than $74,999 06 $75,000 to less than $99,999 07 $100,000 to less than $124,999 08 $125,000 to less than $149,999 09 $150,000 to less than $199,999 10 $200,000 to less than $249,999 11 $250,000 or more 99 Decline to answer (VOL)

Business Research Methods, 14e/Schindler 35

Exhibit ODO -2 ODO Telephone Survey/Harris Interactive (cont.) Pg. 15 of 16

BASE: ALL RESPONDENTS Q140 (INT: DO NOT READ) Record region from sample using the Harris Interactive definition.

[PROGRAMMER NOTE: COMPUTE THE U.S. REGION FOR THE STATES USING THE HARRIS INTERACTIVE DEFINITION]

1 East 2 Midwest 3 South 4 West 5 NON-U.S. STATE

[PROGRAMMER NOTE: COLLECT ZIP CODE AND STATE DATA FROM SAMPLE PROFILE]

BASE: ALL RESPONDENTS Q145 Are you of Hispanic origin, such as Latin American, Mexican, Puerto Rican, or Cuban?

1 Yes, of Hispanic origin 2 No, not of Hispanic origin 9 Decline to answer (VOL)

BASE: ALL RESPONDENTS Q150 Do you consider yourself: (INT: READ LI ST)

01 White 02 Black 03 African American 04 Asian or Pacific Islander 05 Native American or Alaskan native 06 Mixed racial background (VOL) [SKIP TO Q160] 96 Other race (VOL) [SKIP TO Q155] 99 Decline to answer (VOL)

BASE: OTHER RACE (Q150/6) Q155 What race do you consider yourself?

[TEXT BOX]

BASE: MIXED RACIAL BACKGROUND RESPONDENTS (Q150/06) Q160 You indicated that you consider yourself of a mixed racial background. With which of the following racial groups do you most closely identify?

[MULTIPLE RESPONSE]

01 White 02 Black 03 African American 04 Asian or Pacific Islander 05 Native American or Alaskan native 96 Other race (VOL)

99 Decline to answer (VOL)

Business Research Methods, 14e/Schindler 36

Exhibit ODO -2 ODO Telephone Survey/Harris Interactive (cont.) Pg. 16 of 16

BASE: ALL RESPONDENTS Q99 That concludes the survey. Thank you for your perspective and for participating in this Harris Poll. Your opinion really counts!

Business Research Methods, 14e/Schindler 37