Abstract
The Advertising Research Foundation in 1955 conducted an experimental study of advertising research methods which is probably the finest example published in this field. A Committee, known as the Printed Advertising Rating Methods Committee (PARM), expended over $100,000 duplicating the field methods of the two leading commercial research companies working on printed advertising, namely, Daniel Starch and Staff and Gallup & Robinson, Inc.
PARM designed and supervised the study, then tabulated and presented the numerical findings. The Committee did not attempt to present an official interpretation of the findings or to make specific recommendations. Instead, ARF invited all interested advertising research people to make their own analyses and interpretations.
After five years, this is the first attempt at a comprehensive published response to the Committee's invitation.
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