Examples of secondary research

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Examples of secondary research
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Basil (1990)

• Study of peoples use of news media
• Used Roper data
• Found
• switch from newspapers to radio to TV
• cohort effects
• some equivalence between electronic media
• implications for promoting newspapers

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Altman, Basil, Schooler (1991)

• Study of billboard advertising in SF
• Merged urban planning data and US census data
• Found
• More billboards in poorer neighborhoods
• Higher rates of cigarette and alcohol advertising

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Grover Srinivasan (1992)

• Study of retail promotions
• Used coffee data (scanner)
• Found
• brand loyal segments
• switching segments
• promotional variable affect volume (switchers)
• current and lagged effects on volume

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The End