SYNOPSIS OF AN ARF-SPONSORED SYMPOSIUM ON MARKETPLACE MEASUREMENT: WHAT ARE THE CRITICAL TESTING NEEDS?

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    • Abstract:
      The article presents a synopsis of a symposium on marketplace measurement sponsored by Advertisement Research Foundation. The objectives of the symposium were fully examine the current state of the art of marketplace testing, to identify the key needs and associated levels of priority attached to each of the needs and to identify the needs as a catalyst for future methodological development. The symposium also gives importance on the general analytic capabilities of the researcher and the timely analysis and communication of results to management.