Using Quasi-Experimental Data to Develop Empirical Generalizations for Persuasive Advertising

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...

Not a subscriber?

Schedule your live demo with our team today