Q Score

The Q Score is a metric that determines a "quotient" ("Q") factor through mail and online panelists who make up representative samples of the population. The score identifies the familiarity of an athlete, brand, celebrity, poet, entertainment offering (e.g., television show), or licensed property, and measures the appeal of each among people familiar with the entity being measured.{{cite web | url=http://www.merriam-webster.com/dictionary/q%20rating | title=Q rating definition | publisher=Merriam-Webster | access-date=19 September 2013}} Other popular synonyms include Q rating, Q factor, and simply Q.{{cite web | url=https://www.nytimes.com/1992/06/07/arts/television-q-ratings-the-popularity-contest-of-the-stars.html?src=pm | title=TELEVISION; Q-Ratings: The Popularity Contest of the Stars | work=The New York Times | date=June 7, 1992 | access-date=19 September 2013 | author=Finkle, David}}

The Q Score was developed in 1963 by Jack Landis and is owned by Marketing Evaluations, Inc,{{cite web | url=https://blogs.wsj.com/numbersguy/the-numbers-behind-modern-star-search-906/ | title=The Numbers Behind Modern Star Search | publisher=TheWall Street Journal | access-date=19 September 2013 | author=Bialik, Carl}} the company he founded in 1964. Q Scores are calculated for the population as a whole as well as by demographic groups such as age, education level, gender, income, or marital status.

Q Score respondents are given choices for each person or item being surveyed:

   A. One of my favorites.   B. Very Good   C. Good   D. Fair   E. Poor   F. Never heard of

The positive Q Score is calculated by counting how many respondents answered A divided by the number of respondents answering A-E, and calculating the percentage.{{cite web | url=http://www.creativelicense.com/docs/WSJ.pdf | title=Lights, Camera, Calculator! The New Celebrity Math | publisher=Wall Street Journal | author=Carl Bialik}}{{cite book | last=Steiner | first=Brandon | title=The Business Playbook| year=2003 | isbn=9781891984969 | url=https://archive.org/details/isbn_9781891984969 | url-access=registration }} (that is, multiplying the fraction by 100). Put another way, $Q\_+\; =\; \backslash frac\{\backslash text\{favorites\}\}\{\backslash text\{known\}\}\; \backslash times\; 100$

Similarly, the negative Q Score is calculated by calculating the percentage of respondents who answered D or E relative to respondents who answered A to E.{{cite web | url=http://www.creativelicense.com/docs/WSJ.pdf | title=Lights, Camera, Calculator! The New Celebrity Math | publisher=Wall Street Journal | author=Carl Bialik}}

$Q\_-\; =\; \backslash frac\{\backslash text\{disliked\}\}\{\backslash text\{known\}\}\; \backslash times\; 100$

Other companies have created alternative measures and metrics related to the likability, popularity, and appeal of athletes, brands, celebrities, entertainment offerings, or licensed properties. Marketing Evaluations claims the Q Score is more valuable to marketers than other popularity measurements, such as the Nielsen ratings, because Q Scores indicate not only how many people are aware of or watch a show but also how those people feel about the entity being measured. A well-liked television show, for example, may be worth more as a commercial vehicle to an advertiser than a higher-rated show that people don’t like as much. Emotional bonding with a show means stronger viewer involvement and audience attention, which are very desirable to sponsors. Viewers who regard the show as a "favorite" have higher awareness of the show's commercial content.{{citation needed|date=February 2015}}

Marketing Evaluations regularly calculates Q Scores in eight categories:{{cite web | url=https://variety.com/2003/scene/news/you-like-me-you-really-like-me-1117896302/ | title=You like me! You really like me! | publisher=Variety | access-date=19 September 2013 | author=Dempsey, John| date=30 November 2003 }}

• Brand Attachment Q rates brand and company names
• Cable Q rates cable television programs
• Cartoon Q rates cartoon characters, video games, toys and similar products
• Dead Q rates the current popularity of deceased celebrities
• Kids Product Q rates children's responses to brand and company names
• Performer Q rates living celebrities
• Sports Q rates sports figures
• TVQ rates broadcast television programs

Cable Q and TVQ scores are calculated for all regularly scheduled broadcast and cable shows.

Other Q Scores are calculated to order for clients who want to research public perception of a brand or celebrity. For example, in 2000, IBM hired Marketing Evaluations to calculate the Q Score for Deep Blue, the supercomputer that defeated chess Grandmaster Garry Kasparov. Deep Blue’s Q Score was 9, meaning the computer was as familiar and appealing at the time as Carmen Electra, Howard Stern, and Bruce Wayne. In contrast, Albert Einstein’s Q Score at the time was 56, while Larry Ellison and Scott McNealy each received a Q Score of 6.{{cite news|url=http://www-03.ibm.com/press/us/en/pressrelease/1572.wss|archive-url=https://web.archive.org/web/20070311071210/http://www-03.ibm.com/press/us/en/pressrelease/1572.wss|url-status=dead|archive-date=March 11, 2007|author= IBM |work=Press release |title= Deep Blue's Q Score}}{{cite news|url=http://www.cnn.com/2000/TECH/computing/08/28/blue.star.power.idg/|work= CNN |title= Deep Blue's ranking|date=2000}}

• Cloze.com{{cite news|work=The Daily Egg|title= 3 Dashboard Tools That Measure Social Media Engagement| author=Hall, Sharon Hurley |date=January 14, 2013|url=http://blog.crazyegg.com/2013/01/14/3-dashboards-to-build-social-media-engagement/}}{{cite news |work= The Daily Egg |title= Don't Like Klout? 12 Other Ways to Track Social Media Influence and Engagement|author=Hall, Sharon Hurley |date= June 4, 2013 |url= http://blog.crazyegg.com/2013/06/04/dont-like-klout/}}
• Commun.it
• Engagio{{cite news|title=Influitive Acquires Social Inbox Startup Engagio To Aid In 'Advocate Marketing' Opportunities|date=February 5, 2013 |author=Perez, Sarah |work=TechCrunch|url=https://techcrunch.com/2013/02/05/influitive-acquires-social-inbox-startup-engagio-to-aid-in-advocate-marketing-opportunities/}}
• Klout
• Net promoter score
• PeerIndex

{{Reflist}}

• [http://www.qscores.com/ Official website]

Category:1963 introductions

Category:Advertising

Category:Public relations terminology