Abstract: A computing system for transforming at least one large questionnaire into a plurality of split questionnaires, said system comprising: one or more processors; memory; a display, and one or more programs stored in the memory and configured to be executed by said one or more processors; a questionnaire database for storing survey pilot data and tracking data associated with said at least one large questionnaire having survey questions; a data conversion module comprising said one or more programs executable to generate a data matrix associated with said survey pilot data and tracking data, and to convert said data matrix into a continuous data matrix; a split-questionnaire design (SQD) module comprising said one or more programs executable to receive said continuous data matrix, and operating to transform said at least one large questionnaire into said plurality of split questionnaires, wherein each of said plurality of split questionnaires comprises a subset of said survey questions; a skip logic module compri

Abstract: One or more systems, processes, and models are provided to determine the effectiveness of different elements of an advertising campaign. Using the one or more systems, processes, and models, advertising effectiveness metrics are determined that indicate the relative effectiveness of the different elements of the campaign. A model may be generated by the system using information about the manner in which consumers are exposed to advertisements. The information, for example, can include a history of exposures to advertisements in the campaign that occur before a user submits input, such as a survey response. In addition, the information also can include a history of exposures to advertisements in the campaign that occur after the user submits input, such as a survey response. As a result, the effectiveness can be distributed across multiple exposures experienced by consumers rather than a single exposure.