Год выпуска: 2001 Автор: John Philip Jones Издательство: Sage Publications Страниц: 256 ISBN: 076192244X, 978-0761922445
Описание
This book is based on state-of-the-art research, including pure single-source research, consumer panel research, a predictive technique to pre-test television commercials, econometric evaluation, and studies of market and brand aggregates. Although the data in the book is based on sound samples and proven measurement techniques, they are explained with the simplest mathematics and the clearest prose.
