Internet Measures of Advertising Effects: A Global Issue

Autor:	Chongmoo Woo, Jon D. Morris, Chang-Hoan Cho
Rok vydání:	2003
Předmět:	Marketing Measure (data warehouse) Global issue Internet Website business.industry education The Internet Advertising Psychology business Reliability (statistics)
Zdroj:	Journal of Current Issues & Research in Advertising. 25:25-43
ISSN:	2164-7313 1064-1734
DOI:	10.1080/10641734.2003.10505139
Popis:	A major concern about surveying on the Internet is the comparative reliability and mediated validity of the medium. To date, however, relatively little research has been conducted regarding this issue. The purpose of this study is to investigate the reliability and validity of an Ad effect measure to an Internet survey, when compared to a standard paper-and-pencil survey. The survey used SAM (the Self-Assessment Manikin) to measure emotional response to several well-known brands, and was placed on the AdSAM® Internet website. The various multivariate estimates show that the Internet is a valid place to measure advertising effects reliably.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::4bdc7a92e12ce355184d6eb5b13c6ef3 https://doi.org/10.1080/10641734.2003.10505139 Zobrazit plný text záznamu Plný text ve formátu PDF