Two copy testing techniques: The cloze procedure and the cognitive complexity test
dc.contributor.author | Zinkhan, George M. | en_US |
dc.contributor.author | Martin, Jr. , Claude R. | en_US |
dc.date.accessioned | 2006-04-07T18:42:08Z | |
dc.date.available | 2006-04-07T18:42:08Z | |
dc.date.issued | 1983-06 | en_US |
dc.identifier.citation | Zinkhan, George M., Martin, Jr., Claude R. (1983/06)."Two copy testing techniques: The cloze procedure and the cognitive complexity test." Journal of Business Research 11(2): 217-227. <http://hdl.handle.net/2027.42/25205> | en_US |
dc.identifier.uri | http://www.sciencedirect.com/science/article/B6V7S-45K1JKH-B4/2/91a49f097b61a34b79d59e20afea802c | en_US |
dc.identifier.uri | https://hdl.handle.net/2027.42/25205 | |
dc.description.abstract | The theory behind two copy testing techniques--the cloze procedure and the cognitive complexity text--is reviewed; and three hypotheses are developed for testing. These two techniques work especially well when used together as they provide a way to match message properties with the audience's abilities. In a discriminant analysis setting, support is found for all three hypotheses, and a substantial portion of the variance in the criterion variable--advertising recall--is taken into account. The results of predictions to a validation sample are also encouraging. | en_US |
dc.format.extent | 685038 bytes | |
dc.format.extent | 3118 bytes | |
dc.format.mimetype | application/pdf | |
dc.format.mimetype | text/plain | |
dc.language.iso | en_US | |
dc.publisher | Elsevier | en_US |
dc.title | Two copy testing techniques: The cloze procedure and the cognitive complexity test | en_US |
dc.type | Article | en_US |
dc.rights.robots | IndexNoFollow | en_US |
dc.subject.hlbsecondlevel | Economics | en_US |
dc.subject.hlbtoplevel | Business | en_US |
dc.description.peerreviewed | Peer Reviewed | en_US |
dc.contributor.affiliationum | The University of Michigan, USA | en_US |
dc.contributor.affiliationother | University of Houston, USA | en_US |
dc.description.bitstreamurl | http://deepblue.lib.umich.edu/bitstream/2027.42/25205/1/0000644.pdf | en_US |
dc.identifier.doi | http://dx.doi.org/10.1016/0148-2963(83)90029-2 | en_US |
dc.identifier.source | Journal of Business Research | en_US |
dc.owningcollname | Interdisciplinary and Peer-Reviewed |
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