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Standards for Advertising Copytesting: A Psychometric Interpretation

David H. Furse and David W. Stewart
Journal of Advertising
Vol. 11, No. 4 (1982), pp. 30-38+76
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/4188419
Page Count: 10
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Abstract

Large amounts of money are invested in copytesting procedures which frequently offer little or no evidence of validity or reliability. Current standards for the conduct and reporting of copytest research are inadequate. The authors use published standards of psychometric research practice to provide a framework for discussion of standards for advertising research.

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