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Measuring attitude toward the ad: A test of using arbitrary scales and “p < .05” criterion
International Journal of Market Research ( IF 2.513 ) Pub Date : 2020-08-19 , DOI: 10.1177/1470785320949844
Cong Li 1 , Khudejah Ali 2
Affiliation  

Attitude toward the ad is an important construct frequently measured in advertising and marketing research. However, it is somewhat ambiguous in regard to how to quantify attitude toward the ad wit...

中文翻译:

衡量对广告的态度:使用任意尺度和“p < .05”标准的测试

对广告的态度是广告和营销研究中经常衡量的一个重要结构。然而,关于如何量化对广告机智的态度有些模棱两可...
更新日期:2020-08-19
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