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, it is somewhat of a no-brainer that if you idcnule more variables in your model you are likely to improve the model. However, this is only true if you are adding valid variables. Despite all of the measurement jargon in the paper, it is really proposing a simple idea: If you idcnule data that evaluates the quality of the medium where the message appears (which, arguably, advertising costs does) then it provides a better measure of the effectiveness of the message.I think it would be interesting to run a multiple regression with the model to determine which factor best predicts the outcome, and we should look at this as the next step in this line of inquiry. Perhaps we can publish another paper on this subject and you'll blog about it again.Brad
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