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Methodological Guidelines for Advertising Research
Abstract
In this article, highly experienced advertising academics and advertising research consultants John R. Rossiter and Larry Percy present and discuss what they believe to be the seven most important methodological guidelines that need to be implemented to improve the practice of advertising research. Their focus is on methodology, defined as first choosing a suitable theoretical framework to guide the research study and then identifying the...
Paper Details
Title
Methodological Guidelines for Advertising Research
Published Date
Jan 2, 2017
Journal
Volume
46
Issue
1
Pages
71 - 82
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