Models,methods, and assumptions: The usefulness of a multi‐method approach to the examination of influence in TV pricing |
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| Authors: | Benjamin J Bates |
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| Institution: | Assistant professor and director of the Institute for Communications Research in the School of Mass Communication , Texas Tech University , Lubbock, TX, 79409 |
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| Abstract: | The author explores the use of different mathematical modelsin considering influences on prices of television advertising rates and concludes that significant variability exists between models due to assumptions and level of data employed. The author argues that existing research on advertising price influences should be reconsidered in like of the differences among models, assumptions, and data used. |
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