Paired comparison test
In a Paired Comparison at a time two ad copies are compared. It is one-to-one comparison amongst test ads. More than six ad copies can also be compared by this method.
Every single ad is compared with all others, but only two (a pair) is considered at one period of time. Sources are recorded on cards. They are summed up. The winner gets the highest score.
The other ads are rated according to their scores after summation. It is easier technique than order of merits. Till ten copies, there is good accuracy; which later decreases.
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