Review the validity problems inherent in the McCollum/Spielman theater testing approach. Compare these to a. Mapes and
Question:
a. Mapes and Ross method
b. Apex method
c. Tele-Research approach
d. Sherman BUY test
e. BehaviorScan approach
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The McCollumSpeilman version does use multiple geographic locations and a different persuasion measurement It also features two exposures and the AC m...View the full answer
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Related Book For
Marketing Research
ISBN: 978-1118156636
11th edition
Authors: David A. Aaker, V. Kumar, Robert Leone, George S. Day
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