Using weekly data on advertising expenditures in various media and response data on awareness, consideration and choice, we test the hierarchy of effects hypothesis. Our empirical results, based on a simultaneous equations model with pooled parameters across brands, suggest that we can reject...

Promoting the overarching business philosophy of customer/market focus, this book identifies such troubling trends as biased sample answers on long questionnaires, and 'professionals' whose job is to skew focus group responses