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Directory Usage and Possession Studies
Approach
- ARC provides cost-efficient directory usage and possession studies for publishers based on standard research practices. Telephone surveys for each directory market area are conducted via random digit dialing throughout the year. This is done so that the measurements accurately reflect how each directory is used throughout the year and not just how the directory is used immediately after its distribution.
- ARC's data has a high degree of accuracy. Confirmation of possession of a directory is accomplished by having the respondent bring the directory to the phone and read the directory number plus issue date to the interviewer.
- ARC's directory usage studies provide unique value added options.
Research Parameters
- While every publisher has the opportunity to customize their usage studies, the following are some of the standard directory metrics available from ARC:
- Brand awareness
- Brand recognition
- Directory possession
- Directory usage, as defined as referring to the directory in the past seven days
- Purchases made in past seven days
- Demographics
- Some examples of optional questions to be added to a directory usage study are:
- Directory preference
- Awareness of directory features
- Directory features referred to, such as tabs
- Access to the Internet, Internet Yellow Pages
- Since the directory usage surveys are conducted throughout the year, interim data reports are issued for each market every quarter. Final tabulations are issued within five to six weeks after the interviews are completed.
Value-Added Options
- Proprietary Opt-in Panel (PoP). By conducting usage research with ARC, the publisher has the opportunity to recruit qualified consumers at the end of this survey to participate in future studies through a panel managed by ARC. Either online or off-line methodologies can be used to conduct the research among panel members. The key benefits to ARC's Proprietary Opt-in Panel (PoP) service are:
- The publisher maintains ownership of the panel, ensuring a higher quality respondent pool.
- ARC manages the entire process, from recruiting panel members to conducting follow-up surveys.
- Existing panels allow for a quick turn-around on completing research surveys among pre-qualified respondents.
- The publisher has a mechanism in place for completing research surveys among pre-qualified consumers in a quick and cost-effective manner.
- Comparative Analyses. ARC can conduct a variety of in-depth comparative analyses of market performance. These comparisons can be year over year evaluations for markets within a Publisher's directory coverage area.
- Posting Results of Usage Study on Web Site. ARC can either post the usage study results on ARC's web site or on publisher's web site. It is recommended that the site location for the study be password protected. This delivery mechanism allows easy access to results by the publisher's sales force or other publisher departments. The results can also be made available to advertisers and CMRs if the publisher chooses to do so.
- Camera-Ready Sales Aids. ARC can produce camera ready sales aids for each market.
Click on the link below to learn more about the directory adverstising business focus:
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