[Mobile library] Trademark Surveys: Designing, Implementing, and Evaluating Surveys (Volume 1)
| #2143259 in Books | 2015-02-16 | Original language:English | PDF # 1 | 10.27 x2.31 x7.36l,.0 | File Name: 1627222650 | 1064 pages
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About the Author |
Jacob Jacoby is Professor of Consumer Behavior and Retail Management at New York University's Stern Graduate School of Business in New York City. He has played a lead role in conducting more th The most expansive and cohesive treatment of survey research and its use in the courts, this volume examines the many scientific and analytical issues involved. Written by Jack Jacoby, an expert in the construction, analysis, and application of trademark surveys in litigation, the book covers survey fundamentals; pre-survey considerations; designing, conducting, and reporting surveys; defining the universe; sampling issues; test settings and stimuli; questio...
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