Department

Marketing & Professional Sales

Document Type

Article

Publication Date

11-1988

Abstract

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.

Journal

Journal of Marketing Research

Journal ISSN

0022-2437

Volume

25

First Page

397

Last Page

400

Included in

Marketing Commons

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