Department
Marketing and 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 Title
Journal of Marketing Research
Journal ISSN
0022-2437
Volume
21
First Page
117
Last Page
127
Digital Object Identifier (DOI)
10.2307/3151951