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One major type of research project is the survey of test markets. Advertisers and agencies frequently conduct extensive and expensive surveys to determine the potential acceptance of products or services before they are advertised nationally at costs that may aggregate millions of dollars. In one common procedure the advertising-marketing division of a company dispatches a crew of surveyors to do a door-to-door canvass in various neighborhoods differing in average-income levels. Householders are shown various versions of the product intended for market. If the survey convinces the manufacturer that one of the versions exhibited will attract enough purchasers, a crew then pretests various sales appeals by showing provisional advertisements to consumers and asking them to indicate their preference. On the basis of this market test the advertiser-manufacturer can make a decision as to whether a national campaign should be launched.
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