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Methodological Guidelines for Advertising Research

Journal Article


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Abstract


  • In this article, highly experienced advertising academics and advertising research consultants John R. Rossiter and Larry Percy present and discuss what they believe to be the seven most important methodological guidelines that need to be implemented to improve the practice of advertising research. Their focus is on methodology, defined as first choosing a suitable theoretical framework to guide the research study and then identifying the advertising responses that need to be studied. Measurement of those responses is covered elsewhere in this special issue in the article by Bergkvist and Langner. Most of the frameworks are derived from the authors' own published work, although other frameworks are noted where appropriate.

Publication Date


  • 2017

Citation


  • Rossiter, J. R. & Percy, L. (2017). Methodological Guidelines for Advertising Research. Journal of Advertising, 46 (1), 71-82.

Scopus Eid


  • 2-s2.0-85010634353

Ro Full-text Url


  • http://ro.uow.edu.au/context/buspapers/article/2109/type/native/viewcontent

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1103

Number Of Pages


  • 11

Start Page


  • 71

End Page


  • 82

Volume


  • 46

Issue


  • 1

Place Of Publication


  • United States

Abstract


  • In this article, highly experienced advertising academics and advertising research consultants John R. Rossiter and Larry Percy present and discuss what they believe to be the seven most important methodological guidelines that need to be implemented to improve the practice of advertising research. Their focus is on methodology, defined as first choosing a suitable theoretical framework to guide the research study and then identifying the advertising responses that need to be studied. Measurement of those responses is covered elsewhere in this special issue in the article by Bergkvist and Langner. Most of the frameworks are derived from the authors' own published work, although other frameworks are noted where appropriate.

Publication Date


  • 2017

Citation


  • Rossiter, J. R. & Percy, L. (2017). Methodological Guidelines for Advertising Research. Journal of Advertising, 46 (1), 71-82.

Scopus Eid


  • 2-s2.0-85010634353

Ro Full-text Url


  • http://ro.uow.edu.au/context/buspapers/article/2109/type/native/viewcontent

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1103

Number Of Pages


  • 11

Start Page


  • 71

End Page


  • 82

Volume


  • 46

Issue


  • 1

Place Of Publication


  • United States