A Primer on Using Behavioral Data for Testing Theories in Advertising Research

Yuping Liu-Thompkins, Edward C. Malthouse

Research output: Contribution to journalArticle

  • 1 Citations

Abstract

Interactions with and between customers in digital, social, and mobile environments are commonly recorded, producing behavioral data that have the potential to advance advertising research. This article provides an accessible guide on how to leverage such data for advertising researchers who may have thus far relied mostly on lab experiment or survey data. Specifically, we suggest potential sources for behavioral data and present a process for analyzing and interpreting behavioral data. Each step of the process is discussed: exploring, understanding and preparing data; specifying and estimating models; and interpreting and presenting the results. Some fundamental issues with using multiple regression to analyze such data are covered, including standardization, outliers, transformations, multicollinearity, and the omitted variable bias. We also discuss issues that are especially problematic with using behavioral data in advertising research, including endogeneity, count data, data with many zeros, and grouped data. More advanced versions of regression that address these issues are surveyed, including instrumental variables, propensity scoring, generalized linear models, and mixed models. General advice for thinking about behavioral data is provided.

Original languageEnglish
Pages (from-to)213-225
Number of pages13
JournalJournal of Advertising
Volume46
Issue number1
DOIs
StatePublished - Jan 2 2017

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data
Marketing
advertising
Standardization
Testing
Experiments
research
Propensity
Outliers
Interaction
Multiple regression
Instrumental variables
Survey data
Scoring
Endogeneity
regression
process
model
linear model
customer

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

Cite this

A Primer on Using Behavioral Data for Testing Theories in Advertising Research. / Liu-Thompkins, Yuping; Malthouse, Edward C.

In: Journal of Advertising, Vol. 46, No. 1, 02.01.2017, p. 213-225.

Research output: Contribution to journalArticle

Liu-Thompkins, Yuping; Malthouse, Edward C. / A Primer on Using Behavioral Data for Testing Theories in Advertising Research.

In: Journal of Advertising, Vol. 46, No. 1, 02.01.2017, p. 213-225.

Research output: Contribution to journalArticle

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