The use of sampling methods in advertising research: a gap between theory and practice
- 4 July 2017
- journal article
- research article
- Published by Taylor & Francis Ltd in International Journal of Advertising
- Vol. 37 (4), 650-663
- https://doi.org/10.1080/02650487.2017.1348329
Abstract
In this research note, we reflect critically on the use of sampling techniques in advertising research. Our review of 1028 studies published between 2008 and 2016 in the four leading advertising journals shows that while current academic literature advocates probability sampling procedures, their actual usage is quite scarce. Most studies either lack information on the sampling method used, or engage in non-probability sampling without making adjustments to compensate for unequal selection probabilities, non-coverage, and sampling fluctuations. Based on our results, we call on researchers to revisit the fundamental aspects of sampling to increase their research results’ rigour and relevance.Keywords
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