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
INTRODUCTION
Progress in advertising depends upon the use of cumulative knowledge. This knowledge...
