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Cited by 234Survey Methodology and NonresponseBusiness Strategies and Management ResearchMarketing and Advertising Strategies

The DOI matches its Crossref record; 137 of the 140 references it cites were found in a registry or an index.

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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Crossref · 10.1080/00913367.2016.1225233

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Research works printed but not linked: 9

  1. Anderson Chris, 2008, Wired Magazine, 16
  2. Bollier David, 2010, The Promise and Peril of Big Data
  3. Bottles Kent, 2014, Physician Executive, 40, 6
  4. 10.2307/3150876 · DOI · Paper page
  5. Nunnally Jim C., 1978, Psychometric Theory
  6. Pany Kurt, 1987, Auditing: A Journal of Practice and Theory, 7, 39
  7. 10.1037/0003-066X.51.8.886 · DOI
  8. Velez Pauline, 2007, Survey Research Method, 1, 69
  9. 10.2307/3151256 · DOI · Paper page

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Metadata

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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