The Effects of Serial Correlation and Data Aggregation on Advertising Measurement

Doyle L. Weiss · Charles B. Weinberg · Pierre M. Windal

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Forecasting Techniques and Applications

Abstract

Doyle L. Weiss, Charles B. Weinberg, Pierre M. Windal, The Effects of Serial Correlation and Data Aggregation on Advertising Measurement, Journal of Marketing Research, Vol. 20, No. 3 (Aug., 1983), pp. 268-279

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