Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

Determining Sample Size for Pretesting Comparative Effectiveness of Advertising Copies

Siddhartha R. Dalal and V. Srinivasan
Management Science
Vol. 23, No. 12 (Aug., 1977), pp. 1284-1294
Published by: INFORMS
Stable URL: http://www.jstor.org/stable/2630448
Page Count: 11
  • Download ($30.00)
  • Cite this Item
Determining Sample Size for Pretesting Comparative Effectiveness of Advertising Copies
Preview not available

Abstract

This paper considers the problem of determining optimal sample sizes in advertising pretests, where two or more copies are compared for their relative advertising effectiveness measured on a dichotomous (0 or 1) scale. As the sample size is increased, sampling variations decrease so that the pretest has a better chance of identifying the truly best ad. Consequently, increasing the sample size decreases the opportunity costs of not selecting the best ad which, however, have to be balanced against the increased sampling costs. Taking these two considerations into account, three approaches (indifference zone, minimizing maximum loss and Bayesian) for determining sample size are discussed. The minimizing maximum loss approach seems to offer the best compromise in terms of realistic modelling and practical implementability. Extensions of the approaches to the case where advertising effectiveness is measured on an interval scale are outlined.

Page Thumbnails

  • Thumbnail: Page 
1284
    1284
  • Thumbnail: Page 
1285
    1285
  • Thumbnail: Page 
1286
    1286
  • Thumbnail: Page 
1287
    1287
  • Thumbnail: Page 
1288
    1288
  • Thumbnail: Page 
1289
    1289
  • Thumbnail: Page 
1290
    1290
  • Thumbnail: Page 
1291
    1291
  • Thumbnail: Page 
1292
    1292
  • Thumbnail: Page 
1293
    1293
  • Thumbnail: Page 
1294
    1294