marketing evaluation

In a marketing evaluation phase, the cost and time assumptions become evaluated.

Q-ratings, provided by a company called Marketing Evaluations, measure the popularity of television personalities.

Marketing Evaluations regularly calculates Q Scores in 8 categories:

In a poll earlier this year by Marketing Evaluations, a company that tracks celebrity appeal, Jones's popularity had risen significantly since last year.

The widely used but highly confidential Q-rating, issued by Marketing Evaluations Inc., measures popularity on television.

Marketing Evaluations uses what it calls Q scores to measure the appeal of personalities on television, Ms. Heller said.

According to the Marketing Evaluations measurement in June, Ms. Sawyer's name was recognized by 67 percent of those surveyed.

In addition, Marketing Evaluations reported that Cruise's Q score (a measure of the popularity of celebrities), had fallen 40 percent.

Agassi, after all, possessed a 44 Q score among tennis fans, according to a March survey by Marketing Evaluations, the company that puts out such scores.

Henry Schafer, the executive vice president of Marketing Evaluations, said: "When it comes to tennis players, they tend to be narrowcasting to their own world.

The Q Score was developed in 1963 by Jack Landis and is owned by Marketing Evaluations, Inc, the company he founded.

One clear indication of the decline in recognizability of today's television stars is the so-called TV Q poll, conducted by Marketing Evaluations Inc.

Last summer, Marketing Evaluations Inc., a company that measures the appeal of personalities and brands, tested 6- to 8-year-old girls to gauge their awareness of youth-oriented brands.

"Commercially, nobody is interested in anything less than a winner," said Steve Levitt, president of Marketing Evaluations, a New York company that measures consumer reactions to sports stars, among others.

That's just fine with Steven Levitt, president of Marketing Evaluations, the 28-year-old company that prepares Q-ratings (Q is for quotient, as in I.Q.), which measure familiarity and popularity.

"People watch Carson because they like him," says Steven Levitt, the president of Marketing Evaluations/ TVQ, a Long Island company whose surveys measure the popularity of public figures.

At least one popularity tracking poll, the "Q-ratings" taken by Marketing Evaluations Inc, showed an increase in negative reaction to Mr. Gumbel in its annual findings, issued last May.

For example, in 2000, IBM hired Marketing Evaluations to calculate the Q Score for Deep Blue, the supercomputer that defeated chess Grandmaster Garry Kasparov.

Measuring Appeal The answer, said Carol Heller of Marketing Evaluations, a Long Island-based research concern, is that "these people are already well known among people who want to know about newspeople."

But Henry Schafer, executive vice president of Marketing Evaluations, the Q Scores Company, said that Federer's grace and the likelihood of much greater exposure would help snare much bigger deals.

But Jordan's private life had no effect on his public appeal, said Henry Shafer, the vice president of At Q Marketing Evaluations on Long Island, a company that measures the popularity of athletes.

According to Marketing Evaluations/ TV Q, a private company based on Long Island that collects survey data on the familiarity and popularity of public personalities, Cher is highly known, but not terribly well-liked.

Deep Blue, the chess-playing computer created by I.B.M., has worked its way onto the celebrity radar screen, according to a study by Marketing Evaluations/ TvQ, a Long Island company that measures celebrity appeal.

Mr. Levitt, who operates out of low-profile offices on a residential street in Port Washington, L.I., went to work for Marketing Evaluations in 1964, the year it was founded, and bought the company 11 years ago.

Henry Schafer, the executive vice president of Marketing Evaluations, the Q Scores Company, said that among the general population, Bryant has an 11 Q rating, a measure of recognition and likeability, below the 15 norm for a sports star.