NONE: ONLINE-ADS>> Proposed Advertising Experiment
ONLINE-ADS>> Proposed Advertising Experiment
Bob Schaffer (schaffer_at_primenet.com)
Fri, 3 Jan 1997 14:45:44 -0700 (MST)
I teach a Marketing on the Internet course at California State Polytechnic
University where I am a Professor of International Business and Marketing.
I will be conducting an Internet advertising experiment this March and would
appreciate suggestions.
We will have about 25-30 students in a lab with T-1 connections for eight
hours over two days. The students will be earning extra credit in their
classes for participating. Last year, in a similar experiment we gave the
students a list of 55 web sites to visit and a brief (30 item) questionnaire
to complete for each site. The purpose of that experiment was to
investigate the creative aspects of web sites. We were able to demonstrate
very high inter-rater reliability scores and now feel that we have an
instrument and methodology that can measure the relative creative content of
web sites. We will be presenting a paper based on this research at the
Western Decision Sciences Meeting this March.
We are now looking for suggestions for our March session. The experimental
subjects will all be students, likely with different levels of Internet
experience. We can ask these students to visit different sites and complete
a questionnaire of some type about each. We could also present the students
with a set of prepared sites and measure their responses to different
aspects of each site.
We have a lot of time between now and March to design the study. Please
e-mail me with any suggestions that you have.
Thanks,
Bob
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Dr. Robert W. Schaffer
Professor of International Business and Marketing
rwschaffer_at_csupomona.edu
