Is Communications Research Really Worthwhile?
Open Access
- 1 January 1967
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 31 (1) , 48-50
- https://doi.org/10.1177/002224296703100111
Abstract
The author of this article questions many of the accepted “principles” derived from experimental studies in the field of communications research. But he also proposes some basic conclusions for the field of marketing.Keywords
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