How to evaluate mass communications: the controlled field experiment.

Author(s)
Haskins, J.B.
Year
Abstract

This monograph is concerned with the whole field of mass communications. It examines an approach to the methodology of measuring its causes and effects and discusses the situation today, the controlled field experiments and the trouble with field surveys and laboratory experiments. It concludes by stressing that the controlled field experiment is the only method that provides the measurement of cause and effect. An extensive bibliography is given.

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Publication

Library number
A 7257
Source

New York, Advertising Research Foundation, 1968, VI + 96 p.; Advertising research monograph

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This publication is one of our other publications, and part of our extensive collection of road safety literature, that also includes the SWOV publications.