Barksdale, Hiram C.; Hilliard, Jimmy E.; Guffey Jr., Hugh J.
March 1975
Journal of Advertising;1975, Vol. 4 Issue 1, p39
Academic Journal
The article presents the authors' response to a commentary on their paper "Spectral Analysis of Advertising-Sales Interaction: An Illustration." The authors acknowledge that it is desirable to describe the details of the research methodology and explain concepts in ways that are understandable to non-specialists. They note that the technical details of calculating the spectral statistics were outlined briefly and placed in an appendix to the paper. The authors also acknowledge that it is not completely clear why their reported results were based on residuals of the .85 quasi-difference filter of the logarithmic transformations.


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