Using the Theory of Signal Detection to Improve Ad Recognition Testing.
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Issue Date
1986Author
Singh, Surendra N.
Churchill, Gilbert A.
Publisher
American Marketing Association
Type
Article
Article Version
Scholarly/refereed, publisher version
Metadata
Show full item recordAbstract
Recognition tests are a very popular means of assessing the memory effectiveness of advertisements. Unfortunately the recognition scores obtained by current methods reflect both the memory for an advertisement and the response biases of the respondents. The authors introduce the theory of signal detection (TSD) which can be used to secure independent estimates of memory and response bias in recognition tests. They discuss how TSD can be used to improve ad recognition testing.
Description
This is the published version. Copyright 1986 American Marketing Association.
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Citation
Singh, Surendra N., and Gilbert A. Churchill. "Using the Theory of Signal Detection to Improve Ad Recognition Testing." Journal of Marketing Research 23.4 (1986): 327. Web.
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