Solomon Dutka

1923

• DAGMAR, defining advertising goals for measured advertising results
• Sampling rare populations
• A marketer's guide to effective use of 1970 census data
• A marketer's guide to effective use of 1980 census data
• How to conduct surveys
• How to measure the effects of image communication
• Let's not forget about response error
• Markov chain analysis
• Notes on statistical sampling for surveys
• The do's and don'ts in the test marketing research of new products
• The use of survey research in trademark cases