Planning and Conducting Experimental Advertising Research and Questionnaire Design

We give an overview of the most important decisions to be taken when planning and conducting experimental advertising research. Based on previous research and state-of-the-art academic insights, we discuss good methodological practices with respect to fleshing out the contribution of a study, develo...

Full description

Saved in:
Bibliographic Details
Published in:Journal of advertising 2017-01, Vol.46 (1), p.83-100
Main Authors: Geuens, Maggie, De Pelsmacker, Patrick
Format: Article
Language:English
Subjects:
Advertising
Design
Experimental Research
Planning
Questionnaires
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:We give an overview of the most important decisions to be taken when planning and conducting experimental advertising research. Based on previous research and state-of-the-art academic insights, we discuss good methodological practices with respect to fleshing out the contribution of a study, developing and testing experimental stimuli, selecting appropriate samples, collecting data, designing questionnaires, deciding which variables and measures to include, and determining scale measurement. This set of guidelines should enable experimental advertising researchers to optimize their study designs and to carry them out in a correct way.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.2016.1225233