Experts' estimates foradvertising pretesting

Research output: Contribution to journalArticlepeer-review


Modern executives interacting in modern technological companies need the advice of experts. This paper investigates the usefulness and validity of experts' estimates as an aid to advertising decisions. A system is introduced by which experts' subjective assessments are modified with Bayes's Law to reflect data from a consumer sample. An empirical example is given to highlight some of the specific issues that must be considered in using experts' estimates for advertising pretesting.

Original languageEnglish
Pages (from-to)29-42
Number of pages14
JournalCurrent Issues and Research in Advertising
Issue number1
StatePublished - Mar 1981


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