Review paper
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...
Paper Details
Title
A Practical Guide to Experimental Advertising Research
Published Date
Jan 2, 2017
Journal
Volume
46
Issue
1
Pages
101 - 114
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