Testing the Significance of STAS Scores for Brands - Short Term Advertising Strength (STAS) has become a widely used term in media planning. Rarely, however, have the statistical significance of the reported scores been discussed. In the present paper, the authors present a procedure for such testing and discuss its implications for evaluating published findings
| Year of publication: |
1999
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| Authors: | Hansen, Flemming ; Nilsson, Ole Stenvinkel ; Olsen, Jørgen Kai |
| Published in: |
Marketing and research today : the journal of the European Society for Opinion and Marketing Research. - Amsterdam : ESOMAR, ISSN 0923-5957, ZDB-ID 10055587. - Vol. 27.1999, 4, p. 152-158
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