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Abstract

This study examines the extent of nonresponse bias in online advertising conversion studies. Two indicators (i.e., conversion rates and travel expenditure) assessing the tourism advertising effectiveness were compared using unweighted and weighted data sets. The results of this study using 24 locations throughout the U. S. confirm the conclusions of previous studies, showing consistent overestimates in advertising effectiveness. Several methodological and managerial implications of these findings are discussed.

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Nonresponse Bias in Internet-based Advertising Conversion Studies

This study examines the extent of nonresponse bias in online advertising conversion studies. Two indicators (i.e., conversion rates and travel expenditure) assessing the tourism advertising effectiveness were compared using unweighted and weighted data sets. The results of this study using 24 locations throughout the U. S. confirm the conclusions of previous studies, showing consistent overestimates in advertising effectiveness. Several methodological and managerial implications of these findings are discussed.