The 1980s - Overcontrol in Advertising Experiments - June-July 1984, Volume 24, No. 3, pages 37-42 - Farris and Reibstein argue that state-of-the-art experiments over-control the environment and hence may mismeasure the effects of advertising.
| Year of publication: |
2000
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|---|---|
| Authors: | Farris, Paul W. ; Relbstein, David J. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 40.2000, 6, p. 73-78
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