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Research papers

One size fit all

The paper describes the international validation of a heuristic model for pre-testing TV commercials. The validation is based on the model’s internal measures rather than external comparisons such as pre- and post-test validations. The model...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Author: Chuck E. Young
September 23, 2001
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Citation

Young, C. E. (2001a, September 23). One size fit all. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/one-size-fit-all