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Admap Volume 26 Advertising Research Advertising Research Volume altemative analysis approach attitudes attributes audience behaviour beneﬁts brand brand equity brand personality changes choice classiﬁcation compared Congress Luxembourg 1991 conjoint analysis Consumer Research Volume context copy test customer satisfaction deﬁned discussed effects ESOMAR Congress Luxembourg estimates Europe evaluation examined experiment factors ﬁndings ﬁrm ﬁrst groups households identiﬁed inﬂuence intemational International Journal interviews involvement Joumal Journal of Advertising Journal of Consumer Journal of Marketing Market Research Society Marketing Research Volume Marketing Volume maximum likelihood measures method Negative Binomial Distribution nomological validity Number organisations panel panel data paper pattems polychoric Polychronic predictions programme promotion purchase questionnaire readership reference price Research Volume 28 response rates role sample scale segmentation September 1991 signiﬁcant signiﬁcantly social speciﬁc sponsorship strategy subjects survival analysis Today Volume 19 variables Volume 31