The Pitfalls of AID Analysis
Open Access
- 1 November 1975
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 12 (4) , 408-413
- https://doi.org/10.1177/002224377501200404
Abstract
AID is commonly misused and misinterpreted. A complete application of the methodology illustrates the nature of the inevitable problems of the technique and the necessity of validation procedures.Keywords
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