Marketing & Professional Sales
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 of Marketing Research
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.