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Full-Text Articles in Business
Signal Detection Analysis And Advertising Recognition: An Introduction To Measurement And Interpretation Issues, Armen Tashchian, J. Dennis White, Pak Sukgoo
Signal Detection Analysis And Advertising Recognition: An Introduction To Measurement And Interpretation Issues, Armen Tashchian, J. Dennis White, Pak Sukgoo
Faculty and Research Publications
Recently the theory of signal detection has been introduced as a method for improving ad recognition testing. The authors expand upon this presentation, elaborate the various data collection and analytic approaches available to marketing researchers, and discuss the potential problems associated with each approach.