Best-Worst Scaling: A New Method for Advertisement Evaluation
The evaluation and selection of advertisements with desired levels of attributes such as ethicality, likeability, humour, or information content, can be undertaken using a variety of methods. These include researchers' personal judgments, focus groups, expert panels, and ratings scale approache...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Routledge
2015
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| Online Access: | http://hdl.handle.net/20.500.11937/29155 |