A Practical Guide to Experimental Advertising Research

Autor:	Brittany R. L. Duff, Patrick T. Vargas, Ronald J. Faber
Rok vydání:	2017
Předmět:	Marketing Variables Ecological validity Management science Communication media_common.quotation_subject Design of experiments 05 social sciences Research integrity Construct validity 050109 social psychology Advertising Experimental research Advertising research 0502 economics and business 050211 marketing 0501 psychology and cognitive sciences Business and International Management Psychology Social psychology media_common
Zdroj:	Journal of Advertising. 46:101-114
ISSN:	1557-7805 0091-3367
Popis:	Experiments are conducted to help establish cause-and-effect relationships, and they can be powerful tools for doing so. We review fundamental concepts for conducting experimental advertising research. Good experimental research involves careful consideration of independent and dependent variables, and what they are supposed to represent. To this end, we review threats to construct validity as well as offer some suggestions on how to think about external and ecological validity in ad research. We review three quasi-experimental research designs and three simple, randomized experimental designs, along with more complex factorial design experiments. Finally, we discuss ethical considerations and the crucial role researchers play in maintaining research integrity.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::6fffea33a59accdd0227c0b3399aa7db https://doi.org/10.1080/00913367.2017.1281779 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
Nepřihlášeným uživatelům se plný text nezobrazuje	K zobrazení výsledku je třeba se přihlásit.