The use of sampling methods in advertising research: a gap between theory and practice

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:

• Sampling methods
• data quality
• representativeness
• generalizability

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes

1. Articles / studies per journal: IJA 222 / 303, JA 221 / 430, JAR 172 / 216, JIAD 66 / 79.

2. Note, however, that earlier research has shown that MTurk samples can yield higher degrees of representativeness of the US population than convenience samples (Berinsky, Huber, and Lenz 2012) and student samples (Buhrmeister, Kwang, and Gosling 2011).

Additional information

Notes on contributors

Marko Sarstedt

Marko Sarstedt is chaired professor of Marketing at the Otto-von-Guericke-University Magdeburg (Germany) and conjoint professor to the Faculty of Business and Law at the University of Newcastle (Australia). His main research is in the application and advancement of structural equation modeling methods to further the understanding of consumer behaviour and to improve marketing decision making. His research has been published in journals such as Journal of Marketing Research, Journal of the Academy of Marketing Science, Organizational Research Methods, MIS Quarterly, and International Journal of Research in Marketing.

Paul Bengart

Paul Bengart is a PhD student at the Department of Empirical Economics, Otto-von-Guericke-University Magdeburg (Germany). His main research areas include context effects, labeling effects, and decision making in a social context. His work has been published in Marketing Letters and Journal of Modelling in Management.

Abdel Monim Shaltoni

Abdel Monim Shaltoni has extensive experience in the fields of marketing and e-business. He is currently the director of the Undergraduate Program at Alfaisal University, where he teaches at both the undergraduate and postgraduate levels. His research interests are in the e-marketing domain, particularly marketing communications, and marketing practices in developing countries. He published in established journals such as Journal of Business & Industrial Marketing, Services Marketing Quarterly, International Journal of Management Education, and Industrial Marketing Management.

Sebastian Lehmann

Sebastian Lehmann earned his PhD at the Marketing Department of the Otto-von-Guericke-University Magdeburg (Germany). His research deals with various aspects of consumer behaviour such as context effects and the time vs. money effect. Currently he is using his knowledge as head of region for the national lottery as well as venture capitalist.