Filling the gaps for plugging the holes? Why the academic advertising research model maintenance
Kerr, Gayle F. & Schultz, Don (2008) Filling the gaps for plugging the holes? Why the academic advertising research model maintenance. In International Journal of Advertising, Blackwell Publishers.
This paper suggests the traditional academic advertising research model is likely broken, given the changes in advertising which have occurred over the past few years. Five model areas of the research approach are identified as needing re-thinking, (a) the advertising problem, (b) sample frame and subjects, (c) consumer behaviour assumptions, (d) research methodologies and (e) findings. Suggestions are made for improvement and a call for the establishment of a blue ribbon panel for the next ICORIA meeting to report back on recommended changes are offered as solutions.
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|Item Type:||Conference Paper|
|Additional Information:||This paper has been submitted to the International Journal of Advertising http://www.internationaljournalofadvertising.com/|
|Keywords:||Advertising, Research, Paradigm, HERN|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Research Methodology (150505)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2008 [please consult the authors]|
|Deposited On:||01 Jun 2009 09:18|
|Last Modified:||27 Oct 2014 14:57|
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