A Practical Guide to Experimental Advertising Research

Research output: Contribution to journalArticle

Abstract

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.

Original languageEnglish (US)
Pages (from-to)101-114
Number of pages14
JournalJournal of Advertising
Volume46
Issue number1
DOIs
StatePublished - Jan 2 2017

Fingerprint

Marketing
experiment
construct validity
research planning
integrity
Design of experiments
threat
Experiments
cause
Experiment
Experimental research
Factorial design
Research design
Construct validity
Integrity
Experimental design
Threat

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

Cite this

A Practical Guide to Experimental Advertising Research. / Vargas, Patrick T; Duff, Brittany; Faber, Ronald J.

In: Journal of Advertising, Vol. 46, No. 1, 02.01.2017, p. 101-114.

Research output: Contribution to journalArticle

@article{477215a38e1b45439c8ce7ae160ad194,
title = "A Practical Guide to Experimental Advertising Research",
abstract = "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.",
author = "Vargas, {Patrick T} and Brittany Duff and Faber, {Ronald J.}",
year = "2017",
month = "1",
day = "2",
doi = "10.1080/00913367.2017.1281779",
language = "English (US)",
volume = "46",
pages = "101--114",
journal = "Journal of Advertising",
issn = "0091-3367",
publisher = "M.E. Sharpe Inc.",
number = "1",

}

TY - JOUR

T1 - A Practical Guide to Experimental Advertising Research

AU - Vargas, Patrick T

AU - Duff, Brittany

AU - Faber, Ronald J.

PY - 2017/1/2

Y1 - 2017/1/2

N2 - 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.

AB - 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.

UR - http://www.scopus.com/inward/record.url?scp=85013434295&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85013434295&partnerID=8YFLogxK

U2 - 10.1080/00913367.2017.1281779

DO - 10.1080/00913367.2017.1281779

M3 - Article

AN - SCOPUS:85013434295

VL - 46

SP - 101

EP - 114

JO - Journal of Advertising

JF - Journal of Advertising

SN - 0091-3367

IS - 1

ER -