Impact check: questions and methodology
Explanations of the questions and methodology of the Werbewoche Impact Check.
Method:
Computer Assisted Web Interviews (CAWI). Instrument: Online interviews via the Marketagent.com reSEARCH platform. Target group: web-active people from German-speaking Switzerland aged between 14 and 65. Net interviews, random selection according to quotas.
Questions:
- We introduced you to some ads at the beginning of today's survey. Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= does not stand out at all) to 6 (= stands out very much). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from 1 (= I don't like them at all) to 6 (= I like them very much). (Likeability)
The values printed are the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much". The remaining values can be found on Werbewoche.ch. The representative impact check was compiled by Marketagent.com Switzerland, which specializes in online market research and has a registered panel of 38,660 respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.
