IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Login to save this article or follow this journal

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

  • WOODSIDE, ARCH G.
  • DUBELAAR, CHRIS
Registered author(s):

    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. a

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL: http://journals.cambridge.org/abstract_S0021849903030095
    File Function: link to article abstract page
    Download Restriction: no

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 43 (2003)
    Issue (Month): 01 (March)
    Pages: 78-85

    as
    in new window

    Handle: RePEc:cup:jadres:v:43:y:2003:i:01:p:78-85_03
    Contact details of provider: Postal: Cambridge University Press, UPH, Shaftesbury Road, Cambridge CB2 8BS UK
    Web page: http://journals.cambridge.org/jid_JAR
    Email:

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:cup:jadres:v:43:y:2003:i:01:p:78-85_03. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Keith Waters)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.