Dictionary of Marketing Terms: inquiry test
inquiry test
- technique used in advertising research where the advertising, brand, or product is tested through random inquiries of respondents. The information acquired is generally used to evaluate the various forms of advertising media. In some cases, the respondents are actually people who have written unsolicited comments to the advertiser. In other cases, the response has been stimulated by an advertiser's offer.
- test of the effectiveness of advertising based on the number of inquiries about an advertisement. For purposes of the test, inquiries are solicited by coupons or by hidden offers in the advertising.
