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.
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.
Broderick Turner, Florida International University, USA
Jonthan Hasford, Florida International University, USA
NA - Advances in Consumer Research Volume 44 | 2016
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