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Innovative Auswertungskonzepte für ungestützte Recalltests

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  • Schwaiger, Manfred
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    Abstract

    Angesichts ständig zunehmender Werbeintensität ist die Aufmerksamkeitswirkung eines Werbemittels, die in der Praxis hauptsächlich mit Hilfe ungestützter Recalltests gemessen wird, ein wesentliches Qualitätsmerkmal. Die bisher gängigen Auswertungsmethoden beschränken sich auf die (univariate) Berechnung von Recallwerten, die über Referenzwerte mit konkurrierenden Werbemitteln verglichen werden. Der vorliegende Artikel zeigt, wie Recall-Daten durch Anwendung multivariater Verfahren, insbesondere zweimodaler Klassifikationsverfahren, informativer ausgewertet werden können. Der Informationsgewinn entsteht durch die Berücksichtigung von Ähnlichkeitsbeziehungen zwischen Werbemitteln und durch Visualisierung von Zusammenhängen, die bei univariater Auswertung verborgen bleiben. --

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    Bibliographic Info

    Paper provided by Universität Augsburg, Institut für Statistik und Mathematische Wirtschaftstheorie in its series Arbeitspapiere zur mathematischen Wirtschaftsforschung with number 140.

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    Date of creation: 1996
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    Handle: RePEc:zbw:augamw:140

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    Web page: http://www.wiwi.uni-augsburg.de/bwl/bamberg/
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