Advertising pre-testing (or copy testing) is often employed in sales forecasting. It helps to quantify the impact of advertising on generating awareness, trial and repeat purchases. This paper reviews existing copy testing practices and makes some practical recommendations in the context of...

Comparing groups with respect to hypothetical constructs requires that the measurement models are equal across groups. Otherwise conclusions drawn from the observed indicators regarding differences at the latent level (mean differences, differences in the structural relations) might be severly...

Computer and web-based interviewing tools have made response times ubiquitous in marketing research. These data are used as an indicator of data quality by practitioners, and of latent processes related to memory, attributes and decision making by academics. We investigate a Poisson race model...

In economies with a growing service sector, the importance of intangible assets like brands, customer relationships, and organizational capabilities is rapidly increasing, as is the importance of information and knowledge for the production of goods and services. New concepts in such areas as...

We compare retrospective attitudinal accounts that were gathered in 2006 to the contemporaneous attitudes people had in 1995 towards euthanasia, homosexuality, and the presence of migrants. We study the usefulness of recalled attitudes for descriptive purposes on the individual level, as well as...