Repeated applications of a copy test such as McCollum/Speilman would be termed a tracking study.

Name: Repeated applications of a copy test such as McCollum/Speilman would be termed a tracking study.
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A tracking study is a continuous research method used to monitor changes over time, typically in attitudes or behaviors, rather than the repeated application of a specific test like the McCollum/Speilman copy test, which is designed to evaluate the effectiveness of advertising copy.

Repeated Applications of a Copy Test Such as McCollum/Speilman Would