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Research Details
The Design of Advertising Experiments Using Statistical Decision Theory, Journal of Marketing Research
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.
Type
Article
Author(s)
Date Published
1979
Citations
Blattberg, Robert. 1979. The Design of Advertising Experiments Using Statistical Decision Theory. Journal of Marketing Research.(2): 191-202.
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