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Increasing Quality in Measuring Advertising Effectiveness: A Meta-Analysis of Question Framing in Conversion Studies

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  • WOODSIDE, ARCH G.
  • DUBELAAR, CHRIS

Abstract

We describe a meta-analysis of advertising conversion research findings that includes examining the influence of question framing on key output measures of advertising effectiveness. The article summarizes findings for 32 tourism-advertising studies. Two hypotheses are tested: (H1) the response rate to questionnaires mailed to sampled advertisement inquirers is lower when the brand sponsoring the study is identified versus not identified; and (H2) the estimated buyer/inquirer conversion rate is higher when the brand sponsoring the study is identified versus not identified. The findings support H1 and strongly support H2. Conclusion: framing a study and questions to persons sampled by referencing these persons' prior known requests for information about a given brand is likely to reduce interest in responding among nonbuyers of the stated brand and bloat estimates of inquiry-to-purchase conversions for the brand. To confirm and estimate the size of such distortions, we recommend designing-in context manipulations in planning surveys to measure the effectiveness of inquiry-generating advertisements.The very helpful comments by Art Kover and JAR reviewers on an earlier version of this report are acknowledged with appreciation.

Suggested Citation

  • Woodside, Arch G. & Dubelaar, Chris, 2003. "Increasing Quality in Measuring Advertising Effectiveness: A Meta-Analysis of Question Framing in Conversion Studies," Journal of Advertising Research, Cambridge University Press, vol. 43(1), pages 78-85, March.
    • Handle: RePEc:cup:jadres:v:43:y:2003:i:01:p:78-85_03
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    Cited by:

    1. Inwon Kang & Deokhee Cheon & Matthew Shin, 2011. "Advertising strategy for outbound travel services," Service Business, Springer;Pan-Pacific Business Association, vol. 5(4), pages 361-380, December.
    2. Min, Kyeong Sam & Martin, Drew & Jung, Jae Min, 2013. "Designing advertising campaigns for destinations with mixed images: Using visitor campaign goal messages to motivate visitors," Journal of Business Research, Elsevier, vol. 66(6), pages 759-764.

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