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Research papers

Litmus II

The purpose of this paper is to describe a new model, LITMUS II, and how it is being used by major advertisers in North America to develop improved if not "optimal" marketing plans for new products and services.

Catalogue: Seminar 1984: Are Interviewers Obsolete?
Authors: Joseph D. Blackburn, Lisa E. Carter, Kevin J. Clancy
June 15, 1984
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Citation

Blackburn, Carter and Clancy (1984a, June 15). Litmus II. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/litmus-ii