The normal impact of liquid drops onto solid, dry surfaces has been studied experimentally, using high-resolution digital photography. A large number of parameters were varied in a systematic manner. The focus of this paper is the quantitative determination of the influence of these parameters on the drop spreading upon impact and on the phenomenological description of the outcomes. Dimensional similarity of the spreading can only be achieved for the very early stage of the impact process. At later stages, the number of influencing factors increases, generally precluding any universal correlation. Particular emphasis is placed on the influence of the wettability and the surface roughness on spreading.