Abstract:
About two years ago at the Danish Gallup Institute, we began to work on the problem of finding new methods for comparative testing. We wanted to work out a technique, which would abolish "don't know" answers and, furthermore, separate the wording of the questions from what we wanted to test. Today, we have stopped at two methods whose techniques are already well-known research methods. Both methods showed fine results and during this year we will have accomplished so many investigations, which will enable us to work on the material on a more scientific basis.
This could also be of interest:
Research Papers
The use of attitude scales in testing advertisements
Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: D. M. Delprat
 
June 15, 1965
Research Papers
Pre-testing advertisements at early stages of campaign development
Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: P. A. Hoyes
Company: Ogilvy
June 1, 1966
