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- Title
Continuous likability measurement.
- Authors
Murphy, William H.; Tang, Sidney S. L.
- Abstract
Users of online continuous measurement rely primarily on visual examination of graphical traces to evaluate data. The authors introduce recent advances in analyzing measurement data, enhancing the use of this tool. In particular, they examine analyses of group differences in response to critical segments of commercials and describe how to prepare and conduct continuous likability measurement analyses.
- Subjects
TELEVISION advertising; MARKETING research; DATA mining; MEASUREMENT; MARKET surveys; COMMUNICATION in marketing; ADVERTISING media planning; TELEVISION viewers; CONSUMER behavior
- Publication
Marketing Research, 1998, Vol 10, Issue 2, p28
- ISSN
1040-8460
- Publication type
Article