Marketing & Professional Sales
Two simulations assessed the statistical bias, consistency, and efficiency of 4 different signal detection theory (SDT) sensitivity measures; a corrected-hit probability, the traditional d′ statistic, and 2 nonparametric measures collected from a collapsed-data procedure. Overall, results reinforce evidence that collapsed procedures produce relatively unbiased and efficient estimators. Recommendations for the best approach to using SDT for advertisement recognition testing are offered.
Journal of Marketing Research
Digital Object Identifier (DOI)
Cradit, J. D., Armen Tashchian, and Charles F. Hofacker. "Signal Detection Theory and Single Observation Designs: Methods and Indices for Advertising Recognition Testing." Journal of Marketing Research 31.1 (1994): 117-27. Print.