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Research papers

Measuring advertising effect through multidimensional scaling of perceptions and preferences

In this study a multidimensional scaling approach is used in order to determine the effects on the marketplace of an advertising campaign for a menthol cigarette. The design of the study has been one of an experimental nature with one control group...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Sverre Riis Christenben
Company: AIM Create
June 15, 1976
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Citation

Riis Christenben, S. (1976a, June 15). Measuring advertising effect through multidimensional scaling of perceptions and preferences. ANA - ESOMAR. Retrieved December 01, 2024, from


https://ana.esomar.org/documents/measuring-advertising-effect-through-multidimensional-scaling-of-perceptions-and-preferences