Q Score: Difference between revisions
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The ''Q Score'' is a metric developed by Marketing Evaluations, Inc.<ref name="MarkE">http://www.qscores.com/pages/Template1/site11/30/default.aspx</ref> that determines a "quotient" ("Q") factor or score through mail and online panelists who make up representative samples of the United States. The Q score identifies the familiarity of an athlete, celebrity, licensed property, TV show, or brand and measures the appeal of each amongst those persons familiar with each. Other popular synonyms include '''Q rating''', '''Q factor''', or simply '''Q'''. |
The ''Q Score'' is a metric developed by Marketing Evaluations, Inc.<ref name="MarkE">http://www.qscores.com/pages/Template1/site11/30/default.aspx</ref> that determines a "quotient" ("Q") factor or score through mail and online panelists who make up representative samples of the United States. The Q score identifies the familiarity of an athlete, celebrity, licensed property, TV show, or brand and measures the appeal of each amongst those persons familiar with each. Other popular synonyms include '''Q rating''', '''Q factor''', or simply '''Q'''. |
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Since 1963, Marketing Evaluations’ Q Scores have provided clients with data to aid in their marketing, advertising, licensing, and media efforts. Q Scores are the industry standard for measuring familiarity and appeal of performers, broadcast and cable programs, sports and sports personalities, company and brand names, characters, as well as deceased performers. Based on its “one of my favorites” concept, Q Scores actually summarize the various perceptions and feelings that consumers have, into a single, but revealing, “likeability” measurement. Currently, there are eight Q Score services, including Performer Q, TVQ, Cable Q, Cartoon Q, Sports Q, Brand Attachment Q, Kids Product Q, and Dead Q. For more information, visit www.qscores.com. |
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The Q Score was developed in 1963.<ref name="MarkE"/> Q Scores are calculated for the population as a whole as well as by [[demographics|demographic]] groups such as age, sex, income or education level. Q Score respondents are given the following choices for each person or item being surveyed: A. One of my favorites. B. Very Good C. Good D. Fair E. Poor F. Never heard of. The score is determined by dividing the total percentage of respondents who answer A by the total percentage of respondents who are familiar with the person or item in question. |
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Marketing Evaluations claims that the Q Score is more valuable to marketers than other popularity measurements, such as the [[Nielsen ratings]], because Q Scores indicate not only how many people are aware of or watch a TV show but also how those people feel about the TV show. A well-liked television show, for example, may be worth more as a commercial venue to an advertiser than a higher-rated show that people don’t like as much.{{Citation needed|date=July 2010}} |
Marketing Evaluations claims that the Q Score is more valuable to marketers than other popularity measurements, such as the [[Nielsen ratings]], because Q Scores indicate not only how many people are aware of or watch a TV show but also how those people feel about the TV show. A well-liked television show, for example, may be worth more as a commercial venue to an advertiser than a higher-rated show that people don’t like as much.{{Citation needed|date=July 2010}} |
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Revision as of 17:11, 14 September 2010
 | This article needs additional citations for verification. (June 2009) |
The Q Score is a measurement of the familiarity and appeal of a brand, company, celebrity, or television show used in the United States. The higher the Q Score, the more highly-regarded the item or person is among the group that is familiar with them. Q Scores and other variants are primarily used by the media, marketing, advertising and public relations industries.
Usage
The Q Score is a metric developed by Marketing Evaluations, Inc.[1] that determines a "quotient" ("Q") factor or score through mail and online panelists who make up representative samples of the United States. The Q score identifies the familiarity of an athlete, celebrity, licensed property, TV show, or brand and measures the appeal of each amongst those persons familiar with each. Other popular synonyms include Q rating, Q factor, or simply Q.
Since 1963, Marketing Evaluations’ Q Scores have provided clients with data to aid in their marketing, advertising, licensing, and media efforts. Q Scores are the industry standard for measuring familiarity and appeal of performers, broadcast and cable programs, sports and sports personalities, company and brand names, characters, as well as deceased performers. Based on its “one of my favorites” concept, Q Scores actually summarize the various perceptions and feelings that consumers have, into a single, but revealing, “likeability” measurement. Currently, there are eight Q Score services, including Performer Q, TVQ, Cable Q, Cartoon Q, Sports Q, Brand Attachment Q, Kids Product Q, and Dead Q. For more information, visit www.qscores.com.
Marketing Evaluations claims that the Q Score is more valuable to marketers than other popularity measurements, such as the Nielsen ratings, because Q Scores indicate not only how many people are aware of or watch a TV show but also how those people feel about the TV show. A well-liked television show, for example, may be worth more as a commercial venue to an advertiser than a higher-rated show that people don’t like as much.[citation needed]
Forms of Q Scores
Marketing Evaluations regularly calculates Q Scores in 8 categories:
- TVQ rates broadcast television programs
- Cable Q rates cable television programs
- Performer Q rates celebrities
- Dead Q rates the current popularity of dead celebrities
- Sports Q rates sports figures
- Cartoon Q rates cartoon characters, video games, toys and similar products
- Product Q rates brand and company names
- Kids Product Q rates children's responses to brand and company names
TVQ and Cable Q Scores are calculated for all regularly scheduled broadcast and cable shows.
Other Q Scores are calculated to order for clients who pay Marketing Evaluations and who want to research public perception of a brand or celebrity. For example, in 2000, IBM hired Marketing Evaluations to calculate the Q Score for Deep Blue, the supercomputer that defeated chess Grandmaster Garry Kasparov. Deep Blue’s Q Score was 9, meaning the computer was as familiar and appealing at the time as Carmen Electra, Howard Stern and Bruce Wayne. In contrast, Albert Einstein’s Q Score at the time was 56, while Larry Ellison and Scott McNealy each received a Q Score of 6.[2][3]