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IN STORE INTERVIEWS can add a
solid measure of advertising's sales impact. Interviewers can approach
individuals who have just been observed to purchase the advertised product.
They conduct a conventional BRC recognition-based post test to see if that
person has been reached and affected by the product's advertising. The
results are compared to comparable interviews with people observed to buy a
competitor's product. If they show the product's buyers were more
likely to have been reached and affected by the products advertising you
have hard, persuasive evidence of the advertising's effect on actual sales.
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RECENT BUYER SURVEYS are
similar. When conducted in conjunction with a tracking survey of
the entire market, they can be one of the least expensive ways of developing solid
evidence of a connection between buying and being reached by
advertising.
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IN OFFICE INTERVIEWS are used to show advertising materials to executives
in business to business advertising research.
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THEATRE TESTING with dial turning equipment can serve a number of needs
where hundreds of replies are needed overnight. Multiple locations can
be used to complete tracking surveys quickly. In pretesting, ARMs can
be compiled instantly, including additional probing of driving forces.
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PHONE SURVEYS can still be
the best way of conducting recognition-based tracking of the impact of radio
commercials.
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FOCUS GROUPS and One-on-one
surveys, its counterpart in qualitiative research on individuals, can
provide insights missed in quantitative surveys.
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MAILING OUT VIDEO has been
used as another alternative to personal interviews, particularly among those
who cannot be reached online
since over 90% of all households now have equipment to play disks or tapes.
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DISK-BY-MAIL SURVEYS, where respondents are sent a disk they put in their
computer to answer the questions, have largely been replaced by online
surveys, but there are occasions where they are still useful.
