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

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.