Our newsletterIn a 200-person survey, guerrilla ad perception and self-reported buying behaviour moved together moderately
Performance measurement
0.464
was the reported correlation between guerrilla advertising and consumer buying behaviour across 200 survey responses
- Reader Note:
- This result comes from a correlation analysis of 200 questionnaire responses collected through convenience sampling, mostly at a university and on public promenades. Respondents rated statements about guerrilla advertising and about their own buying behaviour on a 1–5 agreement scale; average scores were 3.65 and 3.78. Pearson’s r = 0.464 (p reported as 0.000) shows a moderate positive link: people who scored guerrilla ads higher also scored their buying behaviour higher. It is a survey correlation, not an experiment, so it shows what people said, not what they bought, and does not prove that the ads caused purchases. The buying-behaviour scale has only 2 items, and the paper reports some numbers inconsistently across sections. The survey date is not stated.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- None
- Sample:
- Convenience sample of 200 valid questionnaire respondents drawn from a university and public promenades; 230 questionnaires were distributed according to the paper.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The source never says when this data was collected. It could be considerably older than the publication date suggests.
- The source talks about this as cause and effect — that is its reading, not a finding.
- The source never says how this number was measured.
- The source says how much it looked at, but not how any of it was chosen.
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