haku: @journal_id 119 / yhteensä: 218
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| Tekijä: | Feldwick, P. |
| Otsikko: | The dangerous magic of numbers. |
| Lehti: | European Research
1987 : NOV, VOL. 15:4, p. 209-212 |
| Asiasana: | ADVERTISING RESEARCH QUANTITATIVE TECHNIQUES |
| Kieli: | eng |
| Tiivistelmä: | A review of the help provided by the quantitative pre-testing of advertisements to reduce the risks in a difficult competitive environment. The author argues that such techniques are unreliable for taking decisions, are highly dependent on subjective interpretation and should be used with care when the assessed data are in a numerical form, adding that many questions remain unanswered. |
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