Journal of Marketing Research 1994

Signal Detection Theory and Single Observation Designs: Methods and Indices for Advertising Recognition Testing

J. Dennis Cradit¹; Armen Tashchian²; Charles F. Hofacker¹

¹ Florida State University · ² Kennesaw State University

Abstract

Two simulations assessed the statistical bias, consistency, and efficiency of 4 different signal detection theory (SDT) sensitivity measures; a corrected-hit probability, the traditional d′ statistic, and 2 nonparametric measures collected from a collapsed-data procedure. Overall, results reinforce evidence that collapsed procedures produce relatively unbiased and efficient estimators. Recommendations for the best approach to using SDT for advertisement recognition testing are offered.

DOI

10.2307/3151951

Sources

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APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓