The Design of Advertising Experiments Using Statistical Decision Theory
Open Access
- 1 May 1979
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 16 (2) , 191-202
- https://doi.org/10.1177/002224377901600204
Abstract
The author explains how decision theory can be applied to the design and evaluation of advertising experiments and discusses its application to marketing problems.Keywords
This publication has 5 references indexed in Scilit:
- The Delphi Process in Marketing Decision MakingJournal of Marketing Research, 1971
- The Assessment of Prior Distributions in Bayesian AnalysisJournal of the American Statistical Association, 1967
- Marketing Research Expenditures: A Decision ModelThe Journal of Business, 1963
- Bayesian Decision Theory in Pricing StrategyJournal of Marketing, 1963
- Bayesian Statistics in MarketingJournal of Marketing, 1963