Journal of Marketing 1959
The Use of Marketing Data in Courts of Law
Abstract
The increasing use of marketing data as legal evidence seems certain. And recent court decisions mean that everyone interested in marketing, advertising, and survey research should be familiar with the use of marketing data in courts of law. This article reviews pertinent features of the American legal system. It also describes some of the unusual problems in collecting and presenting marketing data to courts and administrative agencies. Standards for survey-research evidence are also explained.
- DOI
- 10.2307/1247406
- Sources
- openalex