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Methods for measuring advertising response. Qualitative researchFocus group, personal interviewLittle relevanceExperimentsAre they realistic?SurveysMore value when data are collected at intervalsLinks with demographic characteristicsConsumer panel dataChange over time (panellists diary, home scan)Econometric analysisData fusionCombining data from two sources using common elements, e.g. purchase with TV viewing through consumer viewing habits.

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