SIGNAL-DETECTION-THEORY AND SINGLE OBSERVATION DESIGNS - METHODS AND INDEXES FOR ADVERTISING RECOGNITION TESTING

Most marketing applications of signal detection theory (SDT) produce a n estimate of the respondent's memory accuracy based on exposure to a number of advertisements. Marketing practitioners, however, are usuall y more interested in the performance of an individual advertisement, o r elements of that ad. Moreover, advertising recognition paradigms are typically limited to single observations per respondent. The authors present and compare two alternative methodologies that estimate SDT pa rameters for such designs by pooling recognition performance across re spondents. They present two simulations that explore the most efficien t methodology and suggest guidelines for selecting appropriate accurac y indices.