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Planning and Conducting Experimental Advertising Research and Questionnaire Design

Geuens, Maggie, De Pelsmacker, Patrick·2017·Journal of Advertising

DOI 10.1080/00913367.2016.1225233

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Abstract

We give an overview of the most important decisions to be taken when planning and conducting experimental advertising research. Based on previous research and state-of-the-art academic insights, we discuss good methodological practices with respect to fleshing out the contribution of a study, developing and testing experimental stimuli, selecting appropriate samples, collecting data, designing questionnaires, deciding which variables and measures to include, and determining scale measurement. This set of guidelines should enable experimental advertising researchers to optimize their study designs and to carry them out in a correct way.

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Authors: Geuens, M., & De Pelsmacker, P.
Affiliations: Ghent University (BE)
University of Antwerp, Antwerp, Belgium, and Ghent University, Ghent, Belgium
ORCID: Geuens, Maggie
Venue: Journal of Advertising
Publisher: Informa UK Limited
Published: 2017-01-02
Volume: 46
Issue: 1
Pages: 83-100
ISSN: 0091-3367 (ISSN-L)
1557-7805
DOI: 10.1080/00913367.2016.1225233
OpenAlex: W2581015606
Cited by: 234
References: 140
Citations by year: 2026: 20 · 2025: 26 · 2024: 26 · 2023: 39 · 2022: 23 · 2021: 30 · 2020: 31 · 2019: 22 · 2018: 11 · 2017: 5
FWCI: 48.34
Type: journal article
Language: en
Open access: closed
Locations: Journal of Advertising (publishedVersion)
Ghent University Academic Bibliography (Ghent University) (submittedVersion)
Topics: Social Sciences › Sociology and Political Science › Survey Methodology and Nonresponse
Social Sciences › Business, Management and Accounting › Strategy and Management › Business Strategies and Management Research
Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords: research design, questionnaire design, experimental stimuli, sample selection, scale measurement, advertising effects, methodological recommendations

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Planning and Conducting Experimental Advertising Research and Questionnaire Design

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