General Research: Methodological Research

Newsweek Media Research Index

General Research: Methodological Research

1954 - W.R. SIMMONS - A PLAN TO ACCOUNT FOR "NOT-AT-HOMES" BY COMBINING WEIGHTING AND CALLBACKS - JOURNAL OF MARKETING, JULY 1954

A paper describing a method of increasing the reliability of surveys at reasonable cost by conducting one callback and then applying the nights-at-home weights to the results of the sampling.

1961 - W.R. SIMMONS FOR FIELD ENTERPRISES - A COMPARISON OF ESTIMATES

As part of a study of newspaper reading in Chicago, a test was made of the nights-at-home formula. Estimates from the formula for one- and two-call respondents were compared to the results of the six-call survey.

1968 - JACK B. HASKINS - HOW TO EVALUATE MASS COMMUNICATIONS - ARF MONOGRAPH

Discussion of controlled field experiment design, vs. other test designs, to measure effects of mass communications.

1972 - GERALD J. GLASSER AND GALE D. METZGER, STATISTICAL RESEARCH, INC. - RANDOM DIGIT DIALING AS A METHOD OF TELEPHONE SAMPLING - JOURNAL OF MARKETING RESEARCH, FEBRUARY 1972

Article presents documentation that telephone directory noninclusion presents a significant problem for telephone surveys using samples drawn from directories. A substantial portion (19.3% in 1970) of the population in the U.S. resides in nonlisted telephone households and they tend to have characteristics different from those of individuals in listed households. The advantages and disadvantages of using Random Digit Dialing are discussed.

1975 - GERALD J.GLASSER AND GALE D. METZGER, STATISTICAL RESEARCH, INC. - NATIONAL ESTIMATES OF NONLISTED TELEPHONE HOUSEHOLDS AND THEIR CHARACTERISTICS - JOURNAL OF MARKETING RESEARCH, AUGUST 1975 This article updates and expands information about nonlisted telephone households. Reports incidence of nonlisted households each year 1970 to 1974, by census region, county size, household size, household income and race. Incidence high in West, also high among non-whites and among persons 18-34.

1977 - A.B. BLANKENSHIP - LISTED VERSUS UNLISTED NUMBERS IN TELEPHONE - SURVEY SAMPLES - JAR, FEBRUARY 1977

Discussion of increased use of telephone surveys. Compares characteristics of listed and unlisted telephone households. (Based on Nielsen and Trendex data). Concludes that random digit dialing is necessary in telephone surveys.

1979- RONALD G. NELSON AND DAVID SCHWARTZ - VOICE-PITCH ANALYSIS - JAR, OCTOBER 1979

Discussion of validity, reliability and meaningfulness of voice-pitch response data.

1979 - PAUL J. WATSON AND ROBERT J. GATCHEL - AUTONOMIC MEASURES OF ADVERTISING - JAR, JUNE 1979

This review examines what "potentially valuable knowledge", if any, psychophysiological measures (e.g., pupillary response, electrical skin response, heart rate) offer in the assessment of advertising effectiveness.

1980 - ARF - PROJECT PAYOUT - A REVIEW AND APPRAISAL OF THE PILOT STUDY IN MILGRAM'S STORE #40

Report of pilot study to test feasibility of using supermarket check-out scanner data for advertising effectiveness tests.

1980 - GLEN A. BRICKMAN, VOPAN - USES OF VOICE-PITCH ANALYSIS - JAR, APRIL 1980

Report of three tests of the voice-pitch response method: a validation test that involved predicted buying behavior in a test market; a reliability test that determined minimum sample sizes; a package test.

1980 - RUSSELL S. WINER - ANALYSIS OF ADVERTISING EXPERIMENTS - JAR, JUNE 1980

Discussion of aggregate methods and consumer level methods of analyzing advertising experiments. Results show that different methods can produce different results.

1981 - ALFRED S. BOOTE, SINGER CO. - RELIABILITY TESTING OF PSYCHOGRAPHIC SCALES - JAR, OCTOBER 1981

Study of the differences in reliability of psychographic scales, varying in format by number of scale points and by the extent of anchoring (labeling) of scale points. Based on mail survey among four sub-samples of 150 households each. Study compared ratings of 54 items based on a five-point scale vs. a seven-point scale, in each case in two versions-fully labeled vs. only extreme points labeled. Concluded that a scale consisting of five labeled points is more appropriate for use in psychographic segmentation studies than are any of the other scale formats tested.

1982 - SOLOMON DUTKA, LESTER R. FRANKEL AND IRVING ROSHWALB, AUDITS & SURVEYS - HOW TO CONDUCT SURVEYS - AUDITS & SURVEYS PUBLICATION

Report describing procedures involved in planning and carrying out a survey project. Purpose: to provide the reader with an understanding of survey procedures, to point out the advantages of specific procedures and potential problems, to discuss solutions and sources of expert help.

1982 - PATRICIA E. MOBERG, PACIFIC NORTHWEST BELL - BIASES IN UNLISTED PHONE NUMBERS - JAR, AUGUST/SEPTEMBER 1982

Comparison of survey response rates and demographic characteristics of listed and unlisted telephone households. Study reported lower response rates among unlisted households; unlisted households were also younger, more urban, more nonwhite and less educated. Conducted among random sample of Pacific Northwest Bell Telephone Co. in the states of Washington, Oregon and Northern Idaho.

1982 - SIDNEY WEINSTEIN, NEUROCOMMINCATION RESEARCH LABS - A REVIEW OF BRAIN HEMISPHERE RESEARCH - JAR, JUNE-JULY 1982

Article summarizes evidence concerning the differential functions served by the right and left hemispheres of the brain; based on advertising research and clinical evidence. Concludes: (1) there is clear evidence that the brain reflects stimuli which are arousing, alerting and interesting; (2) that the hemispheres respond differently; the left for verbal, sequential-processing and cognitive stimuli, and the right to spatial, parallel-processing and emotional stimuli; (3) the right hemisphere appears to mediate positive affect, the left, negative affect. However, statements such as the "tyranny of the left hemisphere" and concerning TV as the cause for atrophy of the left-brain are termed "Neuromythology" by the author.

1983 - ARF - THE ARF AUDIT OF PROCEDURES FOR MEDIA AUDIENCE RESEARCH STUDIES

Description of new framework for ARF audits of media research surveys, designed to expedite and standardize the auditing process and reporting.

1983 - PAUL L. ERDOS AND ARTHUR J. MORGAN, ERDOS & MORGAN - PROFESSIONAL MAIL SURVEYS - ROBERT E. KRIEGER, MALABAR FLORIDA, 1983

Book concerning techniques used for professional mail surveys. Revision of original edition, published in 1970. Purpose: to provide enough detail to enable readers to conduct their own surveys and to evaluate surveys conducted by others.

1983 - WILLIAM A. KATZ, CARF - POINT OF VIEW: A CRITIQUE OF SPLIT-BRAIN THEORY - JAR, APRIL/MAY 1983

Discussion of the literature in psychology and advertising that does not support the theory of split-brain (lateralization) functions. Response to 1982 Weinstein article. Concludes that hemispheric differences and their implications would seem to be overplayed. Practical application to advertising awaits further knowledge and advances in measurement technology.

1984 - ARF - CRITERIA FOR ADVERTISING AND MARKETING RESEARCH

Update of 1953 ARF report. Discusses key considerations for planning and using market research studies.

1985 - ARF - FOCUS GROUPS: ISSUES AND APPROACHES

Prepared by the ARF's Qualitative Research Council, this report provides an industry perspective concerning qualitative research: what it is, how it is applied, and relevant issues. The report also provides practical guidelines for conducting focus groups covering specific aspects such as sample planning and recruiting, conducting the group discussion, analysis and reporting.

1985 - ROLAND T. RUST, LINDA L. PRICE AND V. KUMER - EEG RESPONSE TO ADVERTISEMENTS IN PRINT AND BROADCAST MEDIA - MSI WORKING PAPER

Results from laboratory test concerning the use of EEGs (electroencephalograms) to measure response to print and television advertising.

1986 - ARF - PHONY OR MISLEADING POLLS

ARF position paper discussing two types of unacceptable practices relatively prevalent today: (1) phony polls used for non-research marketing purposes; and (2) polls conducted among self-selected respondents, as exemplified by call-in or write-in polls often sponsored by media. Although these activities are not new, their use has proliferated in recent years. Non-research polls are unacceptable, because they deceive the consumer and invade privacy. Self-selected respondent polls are a problem, because they provide misleading information and misrepresent the research function. The recommended solution is self-regulated adherence to industry standards. Government regulations (FTC, FCC and other) related to these practices are also summarized.

1986 - JOHN CLEMENS AND TONY TAYLOR, AGB, LONDON - THE USE OF DIRECT ACCESS VIEWDATA PANELS FOR MEDIA RESEARCH - FROM THE 1986 ESOMAR SEMINAR, HELSINKI

This paper describes in detail AGB's system of using Videotex for broadcast and print media research in Britain. In the system, a panel of cable subscribers respond to on-screen questionnaires via in-home Viewdata terminals. A review of AGB's work with this method from 1983 to 1986 is provided.

1988 - W.J. MCKENNA, WILLIAM MCKENNA & ASSOCIATES - EXTENDING ELECTRONIC SINGLE SOURCE MEASUREMENT TO MEET THE NEEDS OF THE ENTIRE ADVERTISING INDUSTRY - FROM THE 1988 BARCELONA SYMPOSIUM

This paper reviews characteristics of single-source systems in the U.S., as currently implemented by Behaviorscan, ScanAmerica and Scantrack; and the potential of a new system called Viewtel. The current systems are two-dimensional, limited to the measurement of television and bar-coded household product purchases. The Viewtel system will include measurement of magazines, radio and newspapers in addition to television; and of hard goods and consumer services in addition to bar-coded packaged goods.

1989 - THE ARF SCANNER-BASED SERVICES FACT SHEET

This report provides a detailed side-by-side comparison of three scanner-based services: SAMSCAN (SAMI); INFOSCAN (Information Resources Inc.); and SCANTRACK (Nielsen).

1989 - PAUL DONATO, SMRB - THE EXCLUSIVE SET STUDY: SAMPLING THE AFFLUENT MARKET - PRESENTATION TO MRDA, SEPTEMBER 20, 1989

This paper describes a test to evaluate use of predicted income scores, based on Census block data, to develop a sample of affluent households from a telephone household sampling frame. The results showed that sampling based on predicted income was not acceptable; 45% of households with income of $75,000 or more were excluded when predicted income of that level was used. As a result of this test, sampling for SMRB's Exclusive Set report was drawn from all predicted income levels.

1989 - SOLOMON DUTKA, AUDITS & SURVEYS - MISUSES OF STATISTICS IN MARKETING AND MEDIA RESEARCH - FROM THE 1989 ARF RESEARCH QUALITY WORKSHOP

Discussion of major misuses that occur in the conduct of market research and data analysis; for example, employing partial frames, projecting from non-probability samples, using phone-in polls. It is suggested these misuses often occur because the research function has come under the control of non-research professionals more concerned with costs than quality. It is recommended that research professionals reassert control and standards.

1989 - MARTIN R. FRANKEL, SMRB - MAKING UP THE NUMBERS: WHY WE DO IT; WHY WE DON'T; WHAT'S THE ALTERNATIVE? - FROM THE ARF MEDIA RESEARCH WORKSHOP, JULY 12, 1989

Discussion of statistical adjustments that "must be made" to survey data to compensate for imperfections in samples, respondent cooperation and measurement. Starting with the notion that all numbers used in media research are "made up" to some extent, and some more than others, this paper provides a concise, understandable primer concerning the concepts of data weighting, item imputation, ascription, data fusion, magazine simulation and prototyping, and reach and frequency estimation.

1989 - JIM SCHWARTZ, NEWSWEEK - RESEARCH QUALITY/COST TRADE-OFFS - FROM THE 1989 ARF RESEARCH QUALITY WORKSHOP

This paper describes procedures used by Newsweek to ensure quality in custom research projects sponsored by the magazine. Eight criteria used to select a research firm are discussed.

1989 - SMRB - BRAND VOLUMETRICS: A COMPARISON OF OPEN AND CLOSED END FORMATS

Discussion of test results from research conducted to evaluate use of an open end versus closed end question to obtain brand volumetrics in SMRB's syndicated Study of Media and Markets. The test was conducted among a national sample of 672 households, yielding completed product booklets from 311 respondents. The design provided a comparison of brand/product data from three versions of the SMM product booklet: (1) with no brand volume questions (the control cell, as currently practiced in the syndicated service); (2) with brand volume measured by an open end question for 46 product categories; (3) with brand volume measured by a closed end question for 46 categories. The impact of the test methods on product and brand use and product volume was analyzed. Conclusion: the closed end method is a viable option; the open end approach is not.

1990 - ARF GUIDELINES HANDBOOK

Report providing reprints of seven previously published ARF guidelines documents concerning research planning, implementation and reporting, including: 1981 Guidelines for the Public Use of Market and Opinion Research 1983 Audit of Procedures for Media Audience Research 1984 Criteria for Advertising and Marketing Research 1985 Focus Groups: Issues and Answers 1988 Guidelines for Audience Research on Business Publications 1990 Guidelines for Newspaper Audience Studies In addition, this report also includes reprints of several other ARF reports including: 1961 Toward Better Media Comparisons 1983 ARF Model for Evaluating Media

1990 - HUGH M. CANNON, DAVID L. WILLIAMS AND ISHMAEL P. AKAAH, WAYNE STATE - A TECHNIQUE FOR INCREASING THE RELIABILITY OF SYNDICATED PRODUCT-MEDIA RESEARCH - JAR, JUNE/JULY 1990

Discussion of a statistical procedure called empirical Bayes (eB) which can be used to increase the reliability of small sample estimates based on information from related samples. For example, the article describes two applications of this procedure to estimate product users (frequent flyers and scotch whiskey users) among Barrons and Business Week readers, by using estimates for other business publications.

1990 - HUGH S. HARDY (ED.) - THE POLITZ PAPERS. SCIENCE AND TRUTH IN MARKETING RESEARCH - AMERICAN MARKETING ASSOCIATION PUBLICATION

This book documents the life, times and contributions of Alfred Politz, one of the pioneers of advertising and marketing research. The goal of the book is to present Politz's experience and conclusions, via this collection of his articles, talks and also some previously unpublished papers and notes, accompanied by the comments of former associates including the editor Hugh Hardy, Darrell B. Lucas, W. Edwards Deming, Lester R. Frankel and E. Lawrence Deckinger. The papers are grouped into chapters representing the various areas of major Politz influence, including a chapter on Advertising Media Research, covering his pioneering work in audience research for magazines, newspapers, radio, outdoor and transit. Other chapters concern market research, opinion research, copy research and sample design. Following is a small sample of the Politz papers available in this report: "The 1948 Election Forecast - A Useful Disaster" (Printers Ink, 1948); "Can We Make Sound Sampling More Popular?" (AMA talk, 1950 - concerning probability sampling); "Filling the Gap in Magazine Media Research" (Media/Scope 1959 - concerning concepts of advertising exposure and repeat exposure value); and "The Effect of Advertising and Its Measurement" (an unpublished paper for clients, 1963). This is a very interesting and important book.

1990 - KAZUAKI KATORI, NIPPON TELEGRAPH & TELEPHONE, TOKYO - RECENT DEVELOPMENTS AND FUTURE TRENDS IN MARKETING RESEARCH IN JAPAN USING NEW ELECTRONIC MEDIA - JAR, APRIL/MAY 1990

Discussion of new electronic media techniques (e.g. facsimile and videotex) as data collection tools for market research in Japan. Author believes these techniques will have great impact on marketing research practices; because their use will help to alleviate some current research problems such as increasingly higher interviewing costs. Further, use of these techniques for research will bring other industry sectors, for example telecommunications companies, into the market research arena. To meet the new competition, current market research firms will have to employ the new techniques, but also increase their consulting/analytic roles.

1990 - LORNA OPATOW, OPATOW ASSOCIATES - SOME THOUGHTS ABOUT HOW INTERVIEW ATTEMPTS AFFECT SURVEY RESULTS - FROM THE 1990 ARF RESEARCH QUALITY WORKSHOP

Summary of findings from ARF Arrowhead #12, an analysis of survey results after one interview attempt versus total attempts. Based on four surveys: MRI Spring 1986; Opatow Consumer Satisfaction Index Survey, April-June 1986; Simmons-Scarborough National Newspaper Study, 1987; and tatistical Research, Inc., 1989 Television Ownership study.

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