The Role of Multi-Method Research Approaches in the Development of New Media Theory:
Combining Eye-tracking with Click-Through Rates for Explaining the
Effectiveness of Banner Ads

George Anghelcev
John G. Wirtz

The underdevelopment of theory specific to the domain of new media likely has resulted in two research trends. First, a large number of studies simply attempt to replicate previous results originally conducted in traditional media environments. Second, much current new media research has been data driven and exploratory in nature. This has yielded results that are inconclusive and incoherent.

Unless these two trends are changed, it is unlikely that the full promise of new media as a distinct field of theory and research will be realized. What is needed is an improvement of current methodologies, and the use of cutting-edge technologies to develop multi-method approaches relating specifically to new media.

The current paper is an attempt to accomplish this task by providing a review and critique of methods used to study banner advertising on the Web. After synthesizing and evaluating past methodology, the paper will suggest a multi-method approach which potentially challenges current assumptions regarding the processes underlying the effectiveness of banner ads.

Finally, the paper illustrates the role of a technology such as eye-tracking for validating assumptions in the initial stages of Internet research. The authors advocate a multi-method approach, combining eye-tracking measurements with tradition click-through rates to challenge current assumptions about the effectiveness of banner ads. Implications for similar multi-method approaches to foster the development of new media theory are discussed.

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