TITLE

ON ESTABLISHING A DIALOGUE IN TELEVISION VIEWING RESEARCH: RESPONSE

AUTHOR(S)
Rust, Roland T.; Alpert, Mark I.
PUB. DATE
March 1984
SOURCE
Marketing Science;Spring84, Vol. 3 Issue 2, p126
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The author appreciate the interest shown in their work by Lewis Pringle, as well as the useful perspective provided from his role of advertising executive. They find his comments to be supportive as well as constructive, and they hope that the ensuing dialogue will not only interest readers but also stimulate further research cooperation among academics and industry people. A model which dealt with both steps simultaneously would be more complicated, and it is unclear whether the increase in explanation would justify the additional complexity. Such an extension could be explored in future research. Luce formulation. For individual predictions this would entail no loss in predictive ability, but when predicting audience aggregation the predictions would be dramatically different. For example, for a particular segment by prior program combination the existing formulation would apportion the audience across all the viewing options according to the Luce Axiom. More noteworthy from his comment is the relative domination of program type coefficients by those for flow states.
ACCESSION #
4480958

 

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