دانلود مقاله راهنمای عملی برای انجام تحقیقات تجربی در حوزه تبلیغات
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دانلود مقاله راهنمای عملی برای انجام تحقیقات تجربی در حوزه تبلیغات

عنوان فارسی مقاله: راهنمای عملی برای انجام تحقیقات تجربی در حوزه تبلیغات
عنوان انگلیسی مقاله: A Practical Guide to Experimental Advertising Research
مجله/کنفرانس: Journal of Advertising
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی، مدیریت بازرگانی
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
شناسه دیجیتال (DOI): https://doi.org/10.1080/00913367.2017.1281779
دانشگاه: University of Illinois at Urbana–Champaign, Urbana, Illinois, USA
صفحات مقاله انگلیسی: 15
ناشر: تیلور و فرانسیس - Taylor & Francis
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2017
ایمپکت فاکتور: 2.820 در سال 2017
شاخص H_index: 85 در سال 2019
شاخص SJR: 2.251 در سال 2017
شناسه ISSN: 0091-3367
شاخص Quartile (چارک): Q1 در سال 2017
فرمت مقاله انگلیسی: PDF
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
کد محصول: E11953
بخشی از مقاله (انگلیسی)

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.

Experiments are designed and conducted to test whether, and to what extent, one thing causes another. Advertising researchers have used experiments to examine whether point-of-purchase advertising influences sales (e.g., Caballero and Solomon 1984; Greco and Swayne 1992), whether mood induced by a TV program affects processing of subsequent advertising (Cline and Kellaris 2007; LaTour and LaTour 2009; Shapiro and MacInnis 2002), whether repetition is an effective way to improve memory for brands (Nordhielm 2002), and whether increasing the salience of consumers’ ethnic identities affects responses to ads with patriotic appeals (Yoo and Lee 2016). Causal relationships are implicit in each of these relationships, and the best tool researchers have for determining causal relationships is experimental research.