Current Business Research Paper
Hawa Alida Gaoiran
RES/341 Research and Evaluation
August 22nd, 2011
Aaron Gavin The effectiveness of Internet advertising has been measured for more than a decade. Many have remain uncertain about it and others are dissatisfied with whether most of the studies that measure the effectiveness of this form of advertising generate reliable and valid results that can be interpreted and applied with confidence. Contributors to the study provide information both verbally and in the form of print and online materials.
The type of information that was gathered specifically for this Internet Advertising Bureau or (IAB) project addresses the following major issues:
1. External validity and coverage error issues
2. External validity and sampling error issues
3. External validity and non-response error issues
4. Statistical conclusion validity, weighting and adjustment error issues
5. Internal validity, allocation to treatment and control/comparison groups and inference issues

To provide a scientific structure to the information that was gathered for this evaluation, the author employed two methodological and statistical framework which address the validity and reliability of the research. The first framework is based on four major forms of validity: internal, external, construct, and statistical conclusion. The second framework comes from the field of survey research and different sources of bias and variance into errors of representation and errors of measurement.
The researchers concluded that a series of new studies be conducted to provide a direct comparison of the findings from classic experimental design with the findings from an otherwise comparable quasi-experimental design. This series of new methodological studies would address the unknown associated with whether the findings from quasi-experimental designs used to measure IAE (Internet Advertising Evaluation) can be used with confidence to determine whether exposure to an advertising campaign actually causes any of the outcomes desired by advertisers and publishers.

References; Briggs, R; and N. Hollis “Advertising On The Web: Is There Response before Clicking-Through?”
Journal of Advertising Research 37, 2 (1997); 33-45