Using Quasi-Experimental Data to Develop Empirical Generalizations for Persuasive Advertising
J. Scott Armstrong and Sandeep Patnaik
This paper argues that “quasi-experimental data” provide a valid and relatively low-cost approach toward developing empirical generalizations (EGs).
Using Quasi-Experimental Data To Develop Empirical Generalizations For Persuasive Advertising
J. Scott ArmstrongThe Wharton School
Sandeep PatnaikGallup and Robinson
Progress in advertising depends upon the use of cumulative knowledge. This knowledge...