Blackwell Reference Online

Extract

The term “copy test” refers to a group of different test methods designed to measure the usage of adverts or editorials in the print media. During the course of an interview, readers who state that they have read the test issue of a →  magazine or →  Newspaper are shown an original copy of the issue in question. The interviewer then goes through this copy with the respondent page by page, asking questions about all, or certain, selected adverts or editorials to establish whether each one was “read in full,” “only glanced at” or “paid no attention at all” (→  Readership Research ; Test Theory ). Although such tests are conducted as close to the actual reading event as can be arranged, normally within a time span of just one or two days, it is still impossible to completely avoid memory distortions. Tests that employ technical equipment, for example eye cameras, to monitor respondents’ field of vision while reading have shown that readers forget about some of the pieces that they in fact read (“underclaiming”). Other pieces are cited by readers even though they actually had no eye contact with them (“overclaiming”). In this respect, copy test findings often reflect respondents’ interests and habits. For example, readers who usually always read the lead article but are not sure in the case of the test article, are likely to say that they read it even though they cannot clearly remember ... log in or subscribe to read full text