Trends in the Use of Statistics in Major Advertising Journals Over Four Decades

International Journal of Advertising’s 2015 Best Paper Award for “Trends in the Use of Statistics in Major Advertising Journals Over Four Decades,” authored by Kyunga Yoo, Eunsin Joo, Hojoon Choi (recent Grady grad students), Len Reid, and Jooyoung Kim.

Abstract: Abstract: The use of statistical techniques in data-based articles appearing in the International Journal of Advertising, Journal of Advertising, Journal of Advertising Research and Journal of Current Issues & Research in Advertising was analyzed over four decade intervals (i.e., 1980s, 1990s, 2000s and 2010s) and by journal. Among the trends, the study found: (1) nearly seven of every 10 journal articles reported statistical analyses (68.8% or 541 of 786); (2) the trend for statistically based articles was remarkably consistent over the time intervals and held true for the different advertising journals with one exception; (3) the use of different statistical techniques changed over time, with statistical techniques becoming more diverse and sophisticated through the years, but more so in some advertising journals than in others; (4)statistics were correctly applied in the majority of the research reports relative to ‘study purpose’; (5) the use of different statistical techniques varied by method of data collection generally and within articles appearing in three of the four journals; and (6) the presence or absence of hypotheses and/or research questions in the advertising studies was differentially associated with the application of different statistics. The inquiry serves to move advertising research forward in two ways: first, it documents how statistical analyses have changed over time and, second, it provides insight into where the field might be headed regarding the use of statistical techniques

Jooyoung Kim