Journal Article

The Design of Advertising Experiments Using Statistical Decision Theory

Journal of Marketing Research
Author(s)

Robert Blattberg

The author explains how decision theory can be applied to the design and evaluation of advertising experiments and discusses its application to marketing problems.
Date Published: 1979
Citations: Blattberg, Robert. 1979. The Design of Advertising Experiments Using Statistical Decision Theory. Journal of Marketing Research. (2)191-202.