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{{Short description|In marketing, a way to measure the familiarity of an item}}
The '''Q Score''' (popularly known as '''Q-Rating''') is a measurement of the familiarity and appeal of a [[brand]], [[celebrity]], [[company (law)|company]], or entertainment product (e.g., [[television show]]) used in the United States. The more highly regarded the item or person is, the higher the Q Score among those who are aware of the subject. Q Scores and other variants are primarily used by the [[advertising]], [[marketing]], [[Mass media|media]], and [[public relations]] industries.

==Usage==
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.<ref>{{cite web | url=http://www.merriam-webster.com/dictionary/q%20rating | title=Q rating definition | publisher=Merriam-Webster | access-date=19 September 2013}}</ref> Other popular synonyms include '''Q rating''', '''Q factor''', and simply '''Q'''.<ref name="TELEVISION Q-Ratings 2013">{{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}}</ref>

==History==

The Q Score was developed in 1963 by [[Jack Landis]] and is owned by [[Marketing Evaluations, Inc]],<ref name="times 2013">{{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}}</ref> the company he founded in 1964.<ref name="TELEVISION Q-Ratings 2013"/> Q Scores are calculated for the population as a whole as well as by [[demographics|demographic]] groups such as age, education level, gender, income, or marital status.<ref name="TELEVISION Q-Ratings 2013"/>

==Calculation==

Q Score respondents are given choices for each person or item being surveyed: <blockquote>   A. One of my favorites.   B. Very Good   C. Good   D. Fair   E. Poor   F. Never heard of</blockquote>

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.<ref>{{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}}</ref><ref>{{cite book | last=Steiner | first=Brandon | title=The Business Playbook| year=2003 | isbn=9781891984969 | url=https://archive.org/details/isbn_9781891984969 | url-access=registration }}</ref> (that is, multiplying the fraction by 100). Put another way, <math>Q_+ = \frac{\text{favorites}}{\text{known}} \times 100</math>

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.<ref>{{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}}</ref>
<math>Q_- = \frac{\text{disliked}}{\text{known}} \times 100</math>

==Alternatives==

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,<ref name="times 2013"/> 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}}

==Forms==
Marketing Evaluations regularly calculates Q Scores in eight categories:<ref>{{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 }}</ref>

* ''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 television|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 [[IBM Deep Blue|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 [[Batman|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.<ref>{{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}}</ref><ref>{{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}}</ref>

==Similar metrics==
* Cloze.com<ref name="auto">{{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/|archive-date=January 16, 2013|access-date=February 21, 2015|archive-url=https://web.archive.org/web/20130116100342/http://blog.crazyegg.com/2013/01/14/3-dashboards-to-build-social-media-engagement/|url-status=dead}}</ref><ref name="auto1">{{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/}}</ref>
* Commun.it<ref name="auto"/><ref name="auto1"/>
* [[Engagio]]<ref name="auto"/><ref>{{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/}}</ref><ref name="auto1"/>
* [[Klout]]
* [[Net promoter score]]
* [[PeerIndex]]

==References==
{{Reflist}}

==External links==
* [http://www.qscores.com/ Official website]

[[Category:1963 introductions]]
[[Category:Advertising]]
[[Category:Public relations terminology]]

Q Score - Revision history

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