Research & Data Quality

Best Practices for Advertising Research Citations

  • Shelly Rodgers, University of Missouri

An estimated 32% of published papers go uncited. To ensure the integrity of future knowledge, an academic calls for a new set of best practices to ensure that valid advertising research gets cited, noting benefits for both researchers and practitioners.

The ARF Establishes Research Quality Certification Program

Driving the effort to close the widening industry “trust gap,” The ARF has launched its Research Quality Certification Program, created to raise the standards and increase the transparency of advertising and marketing studies. A key element of certification program includes making study data available for public review and reanalysis.

Reciprocate on Shared Data, or Lose Customers

  • Natasha Hritzuk

Customer concern about the lack of control over the ownership of their data has generated new challenges for companies to create meaningful and easily understood data policies. A WarnerMedia (formerly Turner) study revealed what customers are willing to share—and why companies that reciprocate by explaining the benefits of sharing can minimize the risk of losing customers.

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Attitudes on Privacy & Ad Avoidance: Claims vs. Data

  • Scott C. McDonald

When you hear claims on generational differences in media and market behavior, your first reaction should be: “Show me the data.” Two such claims—that younger cohorts do not care about privacy, and that they are averse to advertising—might be misinforming strategic marketing and advertising decisions, raising the distinction between longitudinal vs. attitudinal research.

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Get a “Thumbs Up” on Mobile Research


Popularity can come with a price. Although mobile survey research is increasingly popular, it often suffers from high drop-off rates. What can marketers and researchers do to reduce drop-off? This ARF-original Knowledge At Hand article identifies best practices to overcome the problem and improve mobile survey effectiveness.

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Warning: Flawed Data May Be Sabotaging Your Targeting Efforts

  • Alice K. Sylvester and Jim Spaeth

Flaws in data sampling accuracy and coverage can foil brands’ targeting efforts and ultimately their ROI, which bodes badly for advanced TV advertising. The culprits: crippling media fragmentation, and a dearth of research on missing and misidentifying consumers when using commercially available target segments for digital campaigns.

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Basic Methods and Uses of AI in Advertising

  • Paul Donato, Chief Research Officer, The ARF and Henry G. Wolf VII, Sr. Data Scientist.
  • Based on the ARF 11/8/18 Leadership Lab

Interested in AI best practices? Wish you had a succinct definition of what AI does? Curious about a simple visual that explains the ability of five different levels of AI to tackle tasks? Want to understand better how machine learning differs from deep AI-powered learning?

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When Measuring an Ad’s Success, Less is More

  • Lawrence Ang (Macquarie Univ. - AU), Martin Eisend (European Univ. - DE)

Who doesn’t like less complex and less costly solutions, if similar results are achieved? This study claims to deliver on that goal by validating the single-item measurement approach (preferred by practitioners) vs. using multiple measures of attitudes (preferred by academics. It’s a welcome outcome in the current era of decreasing survey response rates and respondents’ attention spans.

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