Abstract:

The author has attempted to show that conducting ad hoc survey research to determine the effectiveness of below- the-line activities is a viable but difficult field to work in. Once a decision has been made as to what performance criterion variables are to be used the problems resolve into ones of data collection and interpretation. By setting levels of acceptability, decision and action standards (preferably in terms of threshold and target levels), a good deal of information becomes available providing a reasonable basis for evaluation.