search query: @author Heath, R. / total: 10
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| Author: | Heath, R. |
| Title: | Can tracking studies tell lies? |
| Journal: | International Journal of Advertising
1999 : VOL. 18:2, p. 169-189 |
| Index terms: | ADVERTISING INTERNATIONAL MARKETING |
| Language: | eng |
| Abstract: | There have been many papers written that examine how tracking measures are interpreted, but few about how well the measures themselves work. This paper examines the traditional approach to tracking to see if the measures used still stand up in today's marketing environment. The author's conclusion is that these measures, despite the length of time they have been in use, do not necessarily provide an accurate representation of the views held by consumers. |
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