Planned to Miss: the Use of Two-Method Measurement Design in Experimental Marketing Research
The authors introduce two-method measurement design (TMMD), to consumer research. TMMD combines a standard research method (e.g. self-report surveys) and a more advanced research method (e.g. fMRI, EEG) to improve the predictive ability when compared to the standard measure, and improve the cost when compared to the advanced measure.
Citation:
Broderick Turner and Jonthan Hasford (2016) ,"Planned to Miss: the Use of Two-Method Measurement Design in Experimental Marketing Research", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 655-658.
Authors
Broderick Turner, Florida International University, USA
Jonthan Hasford, Florida International University, USA
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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