Consumer surveys vs. electronic measures for single-source data

Journal of Advertising Research

Volumn 42, Issue 5, 2002, Pages 19-25

  Assael, Henry ^a   Poltrack, David F ^b  

^a NEW YORK UNIVERSITY   (United States)

^b CBS   (United States)

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EID: 33845730898     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/JAR-42-5-19-25     Document Type: Article

References (7)

1. ASSAEL, HENRY, and DAVID F. POLTRACK. "Using Single Source Data to Select TV Programs Based on Purchase Behavior." Journal of Advertising Research 31, 4 (1991): 9-17.
2. -, and -. "Using Single-Source Data to Select TV Programs: Part II." Journal of Advertising Research 33, 1 (1993): 48-56.
3. -, and -. "Can Demographic Profiles of Heavy Users Serve as a Surrogate for Purchase Behavior in Selecting TV Programs?" Journal of Advertising Research 34, 1 (1994): 11-17.
4. -, and -. "Improving Media Buying Criteria: A Study of the Prospects for Single Source Data." Working paper, Stern School of Business, New York University, 1996.
5. CURRIM, IMRAN S., and ROBERT W. SHOEMAKER. "Is Television Advertising Being Placed to Reach Product Users?" Marketing Letters 1, 3 (1990): 209-20.
6. RESEARCH ALERT. EPM Communications, Dec. 1, 2000, p. 5.
7. STODDARD, LAURENCE R., JR. "The History of People Meters: How We Got to Where We Are (and Why)." Journal of Advertising Research 27, 5 (1987): RC10-RC12.