Use of the 2-by-2 table in Advertising Effectiveness Research - Research designed to monitor campaign effectiveness is flourishing and can be expected to grow further. The 2-by-2 concept is the basis of many such projects and, in principle, is very simple to understand. Unfortunately at least 5 different statistical formulae to assess the results are currently in use, all equally valid. This paper ...
|Year of publication:||
|Authors:||Broadbent, Simon; Smith, Alan|
Marketing and research today : the journal of the European Society for Opinion and Marketing Research. - Amsterdam : ESOMAR, ISSN 0923-5957, ZDB-ID 10055587. - Vol. 27.1999, 2, p. 45-51