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DALLAS-The M/A/R/C Consulting Group last week launched a new service called Brand Quality Monitoring to measure the health and viability of existing brands against competitors.

Consumers involved in a test receive coupons to purchase the brand, then phone an 800-number and use interactive voice response technology to answer pre-set questions and leave remarks about the brand.

Interactive voice response "technology makes BQM cost-effective enough to do on an ongoing basis or to provide a larger sample," said Pete Bagda, M/A/R/C president.

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