New possibility of comparative testing of advertisements

Date of publication: June 15, 1960

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.

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