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| Author: | Baldinger, A. |
| Title: | Synopsis of an ARF-sponsored Symposium on Marketplace Measurement: What are the critical testing needs? |
| Journal: | Journal of Advertising Research
1987 : OCT/NOV, VOL. 27:5, p.RC 3-7 |
| Index terms: | CONFERENCES MARKETING RESEARCH FUTURE STUDIES |
| Language: | eng |
| Abstract: | The ARF-sponsored meeting had three major objectives. The research professionals examined the current state of marketplace testing.They aimed to identify the key needs in this area and to discuss future methodological development.The issue of projectibility which was a key topic at the symposium is likely to be at the centre of debate in the 1990s. |
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