TY - JOUR
T1 - Internet measures of advertising effects
T2 - A global issue
AU - Morris, Jon D.
AU - Woo, Chong Moo
AU - Cho, Chang Hoan
PY - 2003
Y1 - 2003
N2 - A major concern about surveying on the Internet is the comparative reliability and mediated validity of the medium. To date, however, relatively little research has been conducted regarding this issue. The purpose of this study is to investigate the reliability and validity of an Ad effect measure to an Internet survey, when compared to a standard paper-and-pencil survey. The survey used SAM (the Self-Assessment Manikin) to measure emotional response to several well-known brands, and was placed on the AdSAM® Internet website. The various multivariate estimates show that the Internet is a valid place to measure advertising effects reliably.
AB - A major concern about surveying on the Internet is the comparative reliability and mediated validity of the medium. To date, however, relatively little research has been conducted regarding this issue. The purpose of this study is to investigate the reliability and validity of an Ad effect measure to an Internet survey, when compared to a standard paper-and-pencil survey. The survey used SAM (the Self-Assessment Manikin) to measure emotional response to several well-known brands, and was placed on the AdSAM® Internet website. The various multivariate estimates show that the Internet is a valid place to measure advertising effects reliably.
UR - http://www.scopus.com/inward/record.url?scp=12144279664&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=12144279664&partnerID=8YFLogxK
U2 - 10.1080/10641734.2003.10505139
DO - 10.1080/10641734.2003.10505139
M3 - Article
AN - SCOPUS:12144279664
SN - 1064-1734
VL - 25
SP - 25
EP - 43
JO - Journal of Current Issues and Research in Advertising
JF - Journal of Current Issues and Research in Advertising
IS - 1
ER -