Using Single Source Data to Select TV Programs: Part II

Using Viewer Attitudes to Evaluate TV Program Effectiveness - Program attitudes in a prior period are at least as strongly related to subsequent exposure as is exposure to the program in prior periods. Yet prior program attitudes are generally not used in selecting or evaluating media.

Assael, Henry, (2006)

SURVEY METHODOLOGY - Consumer Surveys vs. Electronic Measures for Single-Sources Data - Can MRI data serve as a surrogate for Nielsen ratings to obtain single-source data? It appears not.

Assael, Henry, (2002)

Relating Products to TV Program Clusters - The use of correspondence analysis to group television programs and products according to the intersection of individual viewership of the programs and the usage of the products is found to have great potential as a media planning tool

Assael, Henry, (1999)