Abstract
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 language | English |
|---|---|
| Pages (from-to) | 29-42 |
| Number of pages | 14 |
| Journal | Current Issues and Research in Advertising |
| Volume | 4 |
| Issue number | 1 |
| DOIs | |
| State | Published - Mar 1981 |