Applying Theory of Signal Detection in Marketing: Product Development and Evaluation

Robert C. Angus and Terry C. Daniel

American Journal of Agricultural Economics, 1974, vol. 56, issue 3, 573-577

Abstract: The theory of signal detectability and its associated methodology have been extended by psychologists for application to the evaluation of human perceptual judgments. The application of signal detection procedures are illustrated through a brief description of an experiment evaluating different ice cream products.

Date: 1974
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