3. THE TESTING PROCESS

Figure 18-11 outlines the major components of ASI Market Research’s recall-plus test. To learn about the full range of services offered by this firm, visit the ASI Website.

ASI Market Research, Inc.

Click on the ASI Products and Services link and read the brief introduction. Then choose one of the program offerings listed under the heading Advertising Research. (Note: For the purposes of this exercise, do not choose the recall-plus test covered in the main text.) use the measurement program you selected as the basis for answering the following questions.

1. Identify and describe the measurement/evaluation program you chose. Using Figure 18-11 as a guide, outline the objective, method, and output of this research tool.
2. Which one of the testing categories listed on pp. 571-585 best characterizes this program? Justify your choice.
3. According to ASI, what are the key benefits of this service? Can you see any limitations or potential pitfalls in this program? If so, describe them. Can you suggest any strategies for overcoming these weaknesses?

For more on ASI Market Research, see Exercise 18-4.