This paper describes the results of a study designed to measure the effects of different promotional activities in stores. Regression analysis, using dummy variables, was used to analyse data obtained from an experimental design incorporating twelve stores over an eight week period. The experimental design consisted of embedding a "cross-over" design, with various combinations of promotional activities being randomly assigned to the remaining cells.
Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Maureen Johnson
November 6, 1985
Catalogue: ESOMAR Congress 1980: Taking Stock
Author: Derek Bloom
September 1, 1980
- This could also be of interest