Standards for Advertising Copytesting: A Psychometric Interpretation

Standards for Advertising Copytesting: A Psychometric Interpretation

Large amounts of money are invested in copytesting procedures which frequently offer little or no evidence of validity or reliability. Current standards for the conduct and reporting of copytest research are inadequate. The authors use published standards of psychometric research practice to provide...

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Veröffentlicht in:Journal of advertising 1982-12, Vol.11 (4), p.30-76
Hauptverfasser: Furse, David H., Stewart, David W.
Format: Artikel
Sprache:eng
Schlagworte:
Advertisements
Advertising
Advertising research
Advertising to sales ratios
Commercials
Consumer research
Copy
Decision making
Empirical evidence
Handbooks
Manuals
Measurement
Mental stimulation
Performance evaluation
Preferences
Procedures
Psychometrics
Quantitative psychology
Testing
Tests
Validation
Validity
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Beschreibung
Zusammenfassung:Large amounts of money are invested in copytesting procedures which frequently offer little or no evidence of validity or reliability. Current standards for the conduct and reporting of copytest research are inadequate. The authors use published standards of psychometric research practice to provide a framework for discussion of standards for advertising research.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.1982.10672819