Among the planning-related recommendations are:
-To use online ad effectiveness surveys appropriately to make optimization decisions on an individual site, a study will optimally include at least 200 respondents.
-A 15-million impressions campaign should be the minimum before a site should consider running a study on behalf of advertisers, while a suggested “rule of thumb” is that the cost of an effectiveness study should be less than 10 percent of the overall buy.
-Agencies should include training and education for their media staffers not just on the mechanics and math of planning and buying, but also on the basics of research methodologies and implementations.
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