Best-worst scaling : a new method for advertisement evaluation
Graham R. Massey, Paul Z. Wang, David S. Waller and Evi V. Lanasier
| Year of publication: |
December 2015
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|---|---|
| Authors: | Massey, Graham R. ; Wang, Paul ; Waller, David S. ; Lanasier, Evi V. |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 21.2015, 6, p. 425-449
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| Subject: | advertisement evaluation and selection | best-worst scaling | research methods | advertising to children | Werbung | Advertising | Werbewirkung | Advertising effects | Kinder | Children | Wissenschaftliche Methode | Scientific method | Theorie | Theory |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2013.828769 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011518851