Autor:	Jeff Nelder, David W. Stewart, Mike Hess
Rok vydání:	2011
Předmět:	Marketing Microeconomics Computer science Communication Value (mathematics)
Zdroj:	Journal of Advertising Research. 51:195-206
ISSN:	0021-8499
DOI:	10.2501/jar-51-1-195-206
Popis:	This paper reviews the current state of use (and value) of quantitative research in advertising. It concludes that the value of quantitative research is well established but use is less than might be expected based on value. The authors discuss the reasons for this difference in value.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::c3bb6250e051e169778d7caae2249e7e https://doi.org/10.2501/jar-51-1-195-206 Zobrazit plný text záznamu