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Increasing the Power of Research to Guide Advertising Decisions.
- Source :
- Journal of Marketing; Apr1965, Vol. 29 Issue 2, p35-42, 8p, 1 Black and White Photograph, 2 Charts
- Publication Year :
- 1965
-
Abstract
- Mass media research must provide decision makers with the most relevant information available, and must provide it accurately. It does not always do so. This article features the intensive interview, extended piloting and the intensive backtracking interview as techniques for assessing the relevance and the accuracy of media, measures currently in use and for developing more efficient alternatives where this is necessary. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 00222429
- Volume :
- 29
- Issue :
- 2
- Database :
- Complementary Index
- Journal :
- Journal of Marketing
- Publication Type :
- Academic Journal
- Accession number :
- 5005662
- Full Text :
- https://doi.org/10.2307/1249260