Several specific recommendations for improving conversion research studies are advocated. A specific questionnaire used in conversion research for the state of North Carolina's 1980 advertising campaign is exhibited. The need to not identify the state sponsor of the study is emphasized.
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References
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A.G. Woodside and W.H. Motes, "Sensitivities of Market Segments to Separate Advertising Strategies,"Journal of Marketing , 45 (1981), forthcoming.
