consumer-jury technique

a method of testing advertising appeals before an actual product promotion campaign is started in a test market. “Jury” members usually consist of typical consumers of the product category. They are shown a selection of proposed advertisements and asked to evaluate them in terms of which advertisement would be most likely to induce them to purchase the product. The consumer-jury technique has been found to be an accurate predictor of advertising effectiveness. See also continuous panel.

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Psychology term of the day

December 26th 2024

factor method

any means by which latent variables (factors) are extracted or identified in factor analysis. Widely used factor methods include principal components analysis, which seeks to find a set of linear combinations called components that help explain the correlations among variables; and principal-axis factor analysis, in which underlying dimensions or factors are sought to explain the correlations among variables after separating out communality and putting aside the error variance in a set of variables.