Empirical Generalizations: New Laws for Digital Marketing: How Advertising Research Must Change
Yoram (Jerry) Wind
Wharton School
Byron Sharp and Karen Nelson-Field
Ehrenberg-Bass Institute
Management slant
- To be useful, advertising research must explore and document the generalizability of findings across important conditions.
- The recipe for quality research requires describing how results hold across a range of relevant realworld conditions, in a rigorous transparent manner.
INTRODUCTION
While research such as this offers useful preliminary insights, much remains to be discovered… This is a challenge for advertisers, marketing scientists, and data providers,...