Journal article
Forced-choice recognition tests: A critical review
Journal of advertising, Vol.14(3), pp.52-58
01/01/1985
DOI: 10.1080/00913367.1985.10672958
Abstract
Recognition measures are commonly used to test the memory effects of advertisements. Unfortunately, there is a significant amount of response bias (particularly false claiming) involved with the simple “yes”/“no” type recognition tests currently being used by the advertising researchers. Recently a different procedure, called forced-choice recognition test, has been suggested as a means of removing the response bias. The present paper briefly reviews the past attempts made by the advertising researchers to secure a valid measure of recognition memory and then evaluates the efficacy of forced-choice recognition tests as a means of eliminating response bias in an advertising context.
Details
- Title: Subtitle
- Forced-choice recognition tests: A critical review
- Creators
- Surendra N. Singh - University of Wisconsin, United StatesCatherine A. Cole - University of Wisconsin, United States
- Resource Type
- Journal article
- Publication Details
- Journal of advertising, Vol.14(3), pp.52-58
- DOI
- 10.1080/00913367.1985.10672958
- ISSN
- 0091-3367
- eISSN
- 1557-7805
- Number of pages
- 7
- Language
- English
- Date published
- 01/01/1985
- Academic Unit
- Marketing
- Record Identifier
- 9984963224602771
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