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
Recommended Citation
Tashchian, Armen, J. Dennis White, and Pak Sukgoo. "Signal Detection Analysis and Advertising Recognition: An Introduction to Measurement and Interpretation Issues." Journal of Marketing Research (JMR) 25.4 (1988): 397-404.