TRI-NET

AcronymDefinition
TRI-NETTri-Service Technology Information Sharing Network
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To determine the operational feasibility of the TRI-NET procedure.
Table 1 Original TRI-NET Design Market ABC CBS NBC 1 B1 B2 - - H1 H2 T1 - T2 2 - B1 B2 H2 - H1 T2 T1 - 3 B2 - B1 H1 H2 - - T2 T1 Design.
In the initial TRI-NET project, three pairs of 30-second commercials for noncompetitive products (B1, B2; H1, H2; and T1, T2) were tested (see Table 1).
Table 2 Original TRI-NET Markets Northwest South North Central West Buffalo Atlanta Indianapolis Denver Pittsburgh Louisville Cleveland Seattle Boston Nashville St.
Table 4 Sample TRI-NET Findings Test Control Share of coupons 3.0% 2.3% N (Product class users) 580 1126 Absolute effect + 0.7% Probability effect positive .87 Subsequent questions identified program viewers so that respondents could be classified into those who could and those who could not have seen the different commercials.
The criterion measure is share of-coupon selection based on a question very similar to that used in TRI-NET. Interviews are conducted in 6 to 12 geographically dispersed shopping centers.
TRI-NET and SST findings were essentially identical for the three pairs of commercials [ILLUSTRATION FOR FIGURE 2 OMITTED].
The complex TRI-NET procedure was successfully executed(4).
Subsequent TRI-NET projects were conducted for operational purposes only - to post-test finished commercials providing absolute measures of real-world effectiveness.
This difference in study objectives enabled design changes - changes which simplified the execution of the TRI-NET without damaging its character as a real-world controlled experiment (see Table 6).
Table 6 Modified TRI-NET Design Market ABC CBS NBC 1 GMI - - 2 - GMI - 3 - - GMI Table 7 Largest TRI-NET Gains Commercial Test Control Effect Probability # 1 5.1% 1.6% +3.5% .99 2 21.0% 13.6% +7.4% .99 3 23.1% 16.9% +6.2% .98 4 9.8% 7.4% +2.4% .98 5 48.6% 39.6% +9.0% .98 6 3.7% 2.6% +1.1% .97 7 3.6% 1.6% +2.0% .96 8 11.8% 7.0% +4.8% .96 For example, a single exposure of Commercial #1 tripled the test brand's share of coupons.
A special analysis, based on over half the commercials, showed a direct relationship between TRI-NET real-world post-test findings and SST Laboratory pretesting [ILLUSTRATION FOR FIGURE 5 OMITTED].