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Tekijä:Lavrakas, P.J.
Mane, S.
Laszlo, J.
Otsikko:"Does anyone really know if online ad campaigns are working?"
Lehti:Journal of Advertising Research
2010 : DEC, VOL. 50:4, p. 354-373
Asiasana:internet
advertising
research
response rate
statistical methods
interaction
methodology
Kieli:eng
Tiivistelmä: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.
SCIMA tietueen numero: 276320
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