Systematic Synthesis of Advertising Research Verbatims

Walter G Mitchell

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time.

Systematic Synthesis of Advertising Research Verbatims

Walter G. MitchellMarketing Consultant

Verbatim responses fall into one or more of five categories and may be synthesised by a vector diagram revealing their general direction.

The Appendix of nearly every communications research report (advertisement copy tests, for example) includes a reproduction of all respondent verbatims. This is often the bulk of the report as far as number of pages is concerned and represents a considerable portion of the research expense. Too often this qualitative material is left unanalyzed and hence remains largely 'unpossessed' by the research report user.

The gross quantity of...

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