Methodologies for Assessing Effects of Media

There are myriad methods for assessing media effects in both traditional and digital environments, from basic surveys to netnography to neuromarketing. This entry reviews a selection of quantitative and qualitative research methods that are currently used to examine consumer behavior, and thus media effects. The entry focuses on tried-and-true methods of assessing media effects as well as new exploratory research that is being done in the physiological and neuromarketing space.

Surveys and Consumer Panels

Surveys using consumer panels are an effective and efficient method for collecting consumer responses to media from a representative sample of consumers. Online surveys and traditional mail panels differ from each other only in the medium through which they are given: Internet versus print. Thus, online surveys have essentially the same strengths and ...

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