Questionnaire Templates

The three persuasion measures are:

1. Constant Sum Measure
   • This measure asks respondents to claim how many times out of the next X times they expect they will purchase the brands listed. List the test brand and five key brands in the category.
   • This measures not only the degree of intent to purchase, but infers a change in purchase frequency as well.

CopyVision Test - Constant Sum Template

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2. Purchase Intent/Purchase Frequency Measure

• The Purchase Intent measure is a standard 5-point scalar rating. The measure should be asked of the test brand, and two other key brands in the category.
  • For non-consumer package goods clients, a variation on the intent may be necessary. For example, Ford automobile advertising may not be expected to produce a short term sale, but might have the goal of getting new car buyers to visit a dealer. In that case, the measurement would determine the likelihood of "visiting a Ford dealer."
• The Purchase Frequency measure tries to determine impact on the purchase cycle. Our standard measure is an 8-point scale from "once a week or more often" to "never."
  • This scale may need to be modified depending on the purchase client's purchase cycle expectations. For example, Coca-Cola would find the "once a week" purchase rate to be very slow and position it to a lower point on the measurement scale, while Stove Top Stuffing would happy to find that response and would use it as the most frequent purchase point on the scale.

  CopyVision Research - Purchase Intent/Purchase Frequency Template

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3. Brand Choice Measure
   • This measure offers the brands available in the category and simply requests respondents to choose the brand they would be most likely to purchase before and after viewing the commercial.

   CopyVision Research - Brand Choice Template

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