To begin, provide a one to two paragraph summary of the purpose of the article. Then, respond to the prompts below to write a thoughtful, cohesive critique of the article.
1. After reading the literature review, do you understand the topic and why more information is needed on it? Why or why not? Consider things like:
The depth (i.e., details) and breadth (i.e., overview) of the literature review.
The adequacy of the rationale for why this study was needed.
2. Do you believe the methodology chosen was best suited to answer the study’s research questions (RQs) and/or hypotheses? Why or why not? Address the following elements in your response:
Research design, consider the authors’ explanation for the chosen research design and any alternatives that might have been more appropriate.
Sampling method, consider the recruitment methods, response rate, and participants (i.e., who was included and who was left out)
Types of data and data collection, consider the ability of the data to answer each RQ/hypothesis, adequacy of the data collection method to ensure reliable and valid data
3. Do the results and subsequent discussion of the results fill a gap in the knowledge base on the topic? Why or why not? Consider:
What new information did the study produce?
How important is this new information to building or extending relevant theory?
How important is this new information for practice and/or policy?
4. Based on your analysis and responses to questions 1-3, what is your assessment of the article? Consider the following:
How convincing are the implications the author(s) claims in the discussion/conclusion?
In what ways – if any – could the author(s) improve upon the study (referring to the limitations and future research sections might contribute to your thoughts on this)?
How relevant are the findings in today’s advertising environment?
Article critique should be no more than 4-pages, double spaced in length.
For more information on Advertising Management read this: https://en.wikipedia.org/wiki/Advertising_management
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