The Design of Advertising Experiments Using Statistical Decision Theory: An Extension

The comparison of classical statistics and decision theory approaches to evaluation of advertising experiments is extended beyond Blattberg's focus on incorporation of prior judgment. Explicit consideration of risk provides a clearer comparison of these two analytic approaches.

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Bibliographic Details
Published in:Journal of marketing research 1981-02, Vol.18 (1), p.120-123
Main Authors: Ginter, James L., Cooper, Martha C., Obermiller, Carl, Page, Thomas J.
Format: Article
Language:English
Subjects:
Advertising
Advertising research
Critical values
Decision theory
Design
Design evaluation
Evaluation
Expected values
Experiment design
Experiments
Judgment
Marketing
Probabilities
Research Notes and Communications
Sales management
Sample size
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Description
Summary:The comparison of classical statistics and decision theory approaches to evaluation of advertising experiments is extended beyond Blattberg's focus on incorporation of prior judgment. Explicit consideration of risk provides a clearer comparison of these two analytic approaches.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224378101800115