Abstract:

The Gallup Poll carried out a survey of market researchers early this year. A sample of 54 market research managers from leading advertisers and advertising agencies were interviewed. The objectives of the survey were as follows: 1. To obtain an estimate of the present size of the TV commercial pre-testing market in Great Britain; 2. To investigate the methods currently employed and the extent to which they are used 3. To investigate the strengths and weaknesses of these methods; 4. To discover where improvements in current methods are likely to occur. This paper will present the main findings from this survey and of desk research undertaken on the same topics.