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:||
|Contributors:||Broadbent, Simon; Smith, Alan|
|Type of Publication:||Article|
|Title record from database:|| OLC-SSG Economic Sciences|
|Availability:||More access options|
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