Increasing Quality in Measuring Advertising Effectiveness
A meta-analysis of question framing in conversion studies
Arch G. WoodsideBoston College andChris DubelaarMonash University
Taking steps to increase quality in measuring advertising effectiveness may include adopting seemingly small changes in designing survey questions and framing issues when writing or talking to samples of consumers exposed previously to advertising. By way of a meta-analysis, the present study compares consumers' responses to alternative sets of questions: when studies identify the specific brand sponsoring the study versus when studies identify independent third parties (for example, universities or research firms) to respondents.
The...