Department

Marketing & Professional Sales

Document Type

Article

Publication Date

2-1994

Abstract

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

Journal of Marketing Research

Journal ISSN

0022-2437

Volume

21

First Page

117

Last Page

127

Digital Object Identifier (DOI)

10.2307/3151951

Included in

Marketing Commons

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