@article {Woodside78, author = {Arch G. Woodside and Chris Dubelaar}, title = {Increasing Quality in Measuring Advertising Effectiveness}, volume = {43}, number = {1}, pages = {78--85}, year = {2003}, doi = {10.2501/JAR-43-1-78-85}, publisher = {Journal of Advertising Research}, 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{\textquoteright} 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.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/43/1/78}, eprint = {https://www.journalofadvertisingresearch.com/content/43/1/78.full.pdf}, journal = {Journal of Advertising Research} }