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| Author: | Lavrakas, P.J. Mane, S. Laszlo, J. |
| Title: | "Does anyone really know if online ad campaigns are working?" |
| Journal: | Journal of Advertising Research
2010 : DEC, VOL. 50:4, p. 354-373 |
| Index terms: | internet advertising research response rate statistical methods interaction methodology |
| Language: | eng |
| Abstract: | The article introduces research methodology assessment on studies of Internet advertising effectiveness (IAB). A 2008 study on methods of evaluating IAE conducted by the trade association Interactive Advertising Bureau is discussed. The findings indicate that research methodology for determining IAE had questionable reliability, including problems in using quasi-experimental designs with non-equivalent comparison groups, very low response rates resulting to nonresponse bias and statistical weighting methods which do not address those problems. |
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