We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
HOWSCHWERIN DOES IT
I Continued from page 29 i
NBC, Campbell Soup. Colgate-Palmolive-Peet, General Mills. Miles Laboratories, Quaker Oats, and the Toni Company. In its five years of operation, the Schwerin company has serviced over 40 clients, used more than 500,000 people in its test panels.
Just how does Schwerin do it?
Take the test panel pictured on these pages as an example of the Schwerin technique in action. By 7:15 p.m. on the evening pictured an orderly line of picked respondents snaked back a halfblock from the Avon Theatre in New York, admission tickets clutched in their hands. To get the tickets, they had answered a preliminary questionnaire enclosed with their invitation to attend. The tickets for this particular evening's test were sent only to those whose questionnaires indicated they would help make up part of the kind of audience Schwerin wanted to test. That is, they were hand picked for the purpose — to test the TV show Live Like a Millionaire.
A few minutes after 7:15 p.m., ushers fastened back the lobby doors and several hundred people filed through; each of them was handed a pad of test forms and pencil. By 7:30 — starting time — practically all of the 435 seats were filled.
As the audience settled back in their seats expectantly, the m.c, a former actor, stepped up on the platform. He told them why they were there, what they would do, and how to do it. His orientation talk, livened by a few quips and some cartoon-style colored slides, relieved the tension, got things underway.
The m.c. first asked them to fill in a general questionnaire covering age, sex, education, children in the home, job. an indication of income bracket, amount of time spent with radio and TV, whether a TV set was owned. This information would later be matched up with the program's response "profile" (graph) to discover the reasons for radical dips and rises in the "liking" curve.
A second questionnaire covered program and product information. How often did the respondent listen to these programs? What brands of soap, shampoo, tooth paste, etc., does he buy? What does he (or she) think about X Company, Y Company — as many as five companies altogether. (This ques
6
NOW IN
TH YEAR
IN MINNEAPOLIS, consistently outraging important network shows on all stations
5
TH YEAR
IN NEW ORLEANS, consistently delivering a large and loyal audience, proving radio's greatest pointper-dollar buy
He'll get results for you, too!
Results that will pay off in renewal after renewal for you . . . high ratings and increased sales for your sponsors.
For details, write, wire
or phone af once to
4
TH YEAR
IN RALEIGH, consistently selling for Carolina Power and Light Company.