He Sarstedt, Bengart, Shaltoni, & Lehmann, S. (2018) study created primary research by observing the methods used in advertising research. To advance an understanding of what methods are used in advertising research, the researchers used a quantitative method to determine from 1028 studies in four leading advertising research journals over an eight-year time period. The authors worked to define the different types of sampling theory in the introduction. While there was not a section heading for Literature Review, the history and characteristics of sampling theory and method were established. In addition to the 1028 studies, the researchers identified 13 textbooks to examine the recommendations from the materials.  

I found it insightful that the authors were interested in the types of measures used in advertising research—the comprehensive review of differences between sampling methods and the importance of choosing the appropriate sampling method. The authors emphasized the results from advertising research to operate in an inductive nature to bridge the research to the theory in the field and practitioners. However, the research question or goals needed to be more apparent in the introduction, and no hypothesis was given. Results were nondirectional, allowing the authors to provide four recommendations for future industry studies. Overall it was insightful to see the differences in method and the non-correlation between the research journals and the publications within them.

This research article applies to our work in this course by thoroughly introducing the challenges, defining the variations of the sampling extracted from the subjects in archival research, and the method and timeline associated with the samples. Exploring "fundamental aspects of sampling" (Sarstedt, Bengart, Shaltoni, & Lehmann, 2018) was achieved with confidence to further framework on how future research in the field of advertising research is performed. Choosing your sampling method will indeed impact results, as this study recognizes.

Below are three questions to consider. Per our rubric, respond all 3 the question of your choosing. Be sure to use a citation from the study in your response and reply to your colleagues over the course of the week.

 

Q1. What specific research questions or hypotheses would you create to define the study's purpose better?

Q2. The study offered multiple recommendations; which recommendation do you see most relevant to future studies, or is there a recommendation you perceive is absent from the findings? If so, explain.

Q3. What were the limitations not identified in the discussion and recommendations in the research study?

Reference

Sarstedt, M., Bengart, P., Shaltoni, A. M., & Lehmann, S. (2018). The use of sampling methods in advertising research: A gap between theory and practice. International Journal of Advertising, 37(4), 650-663. https://doi.org/10.1080/02650487.2017.1348329Links to an external site.

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