ADV344K - Kahlor Exam 2

Three Goals of Photovoice

1. Enable people to record and reflect on their environment, community or culture. 2. Promote sharing and critical dialogue among those represented within the project. 3. Produce visual images that will resonate with stakeholders outside the project.

Internal validity

concerned with the extent to which the change in the dependent variable is actually due to the change in the independent variable

Controlled test markets

conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors

Stimulated test markets

conducted when a limited amount of data on consumer response to a new product is fed into a model containing certain assumptions regarding planned marketing programs, which generates likely product sales volume

Electronic test markets

conducted when a panel has agreed to carry identification cards that each consumer presents when buying goods and services

Standard test markets

conducted when the firm tests the product or marketing mix variables through the company's normal distribution channels

Key informants

consumers, professionals, or whoever has solid, first-hand knowledge

Fixation

used in eye tracking 1. first: where eyes locked in one spot 2. time spent to first (scan then fixate) 3. most (where eyes fixed repeatedly)

Extraneous variables

variables that may have some effect on a dependent variable, yet are not among the key independent variables.

Dependent variables

variables that we have little or no direct* control over but a strong interest in changing (E.g., intent to purchase, actual purchase, Web clicks, donations, attitude toward the brand, etc.)

Hootsuite

with ___________, you can monitor your orgs' various social media platforms and monitor the industry/competitors in another stream; you can also schedule posts to go out across the platforms

vaccine ad - analysis (and summarization for sample and subsamples)

-based on self-report measures, but self report can be biased -"How believable was this ad?"

Criteria for Cause-Effect Between Two Variables

(1) Empirical association - a correlation between the independent and dependent variables.(2) Time order (temporal priority) of the independent variable - it happened before the dependent variable. (3) Nonspuriousness - not due to other (extraneous) variables (we use controls). 4) A causal explanation that tells us why the relationship is happening. (Perhaps more time with TV means less time with the real world...) 5) Specifying context: for whom does this occur and in what conditions?(People who are homebound?)

Key measures of eye tracking

-Attracting attention 1. First fixation (fixation - eyes locked in one spot) 2. Time to first fixation (scan then fixate) 3. Most fixations (where eyes fixed repeatedly) -Focused attention on elements 1. Individual gaze time 2. Total gaze time for whole experience 3. Movement between elements

Supplementing eye-tracking data

-Can be combined with interviews

Ethical issues with facial coding

-Companies can insert software for camera to be on all devices and to constantly track data

Process of Photovoice

-Conceptualization of the problem (Identify the "community voice" to be heard; Identify the audience for that voice) -Facilitate training (devise a guide for taking pictures) -Community takes pictures -Community analyzes pictures -Story is crafted -Story is told to the audience(s)

Types of descriptive research

-Cross-sectional -Longitudinal -Discontinuous panels -Continuous panels

Society for Personality & Social Psychology video

-Dr. Brenda Major -Focuses on the power of the situation & our behavior is shaped by our subjective construal of situations -Social psychologists follow scientific method (correlational and experimental)

Types of research

-Exploratory: Qualitative & Secondary -Descriptive: Quantitative: content analysis, metrics, surveys -Causal: Quantitative: experiments

Concerns with biometric research

-External validity; no exact fit between bio-response and sales -Expensive equipment -Intrusive equipment -Ethics; Can it override freewill? -Distracting focus for advertising professionals; who ideally should concentrate on facilitating well-reasoned decisions

Types of biometric research

-Eye tracking -Facial coding -Neuromarketing (brain)

Facilitator and training of photovoice

-Holds workshops throughout project (before, during and after the photos are taken.) -Builds trust within the project. -Makes sure that photographers and anyone photographed have given written consent. -Facilitates the storytelling at end of project.

Types of experiments

-Laboratory experiments; independent variable(s) is/are manipulated and controlled, dependent variable(s) carefully tracked and measured precisely (Key is controlling the environment) -Field experiments; independent variables are manipulated, measurements of the dependent variable are made in their natural setting so often less precise (Less control, key is that it's reality based)

Why monitor the media?

-Need to know the Good and Bad (sentiment) -how often you are being talked about, and by whom -spotting relevant trends -seeing what competitor is doing

Neuromarketing video

-Neurofocus rap video

Random Assignment

-True experiments have a control group AND use ___________ to create the test and control groups.

Descriptive research

-Undertaken to describe answers to questions of who, what, where, and how -When we wish to project a study's findings to a larger population

Exploratory research

-Unstructured, informal research that is undertaken to gain background information about the general nature of the research problem -No predetermined set of procedures; Nature changes as more info is gained -Often uses small, non representative samples -Usually conducted when researcher does not know much about problem -Gain background info -Define terms -Clarify problems and hypotheses -Establish research priorities

DiGornio

-Used a hashtag about domestic violence (#WhyIStayed)

Taylor example beards

-Worked with NFL to feature football players; could be launched on social media with the cap of the team that was selected -Case study for how Brawn partnered with the NFL

Social listening with Hootsuite/monitoring with Google alerts

-You can get a steady newsfeed of any topic of interest with a subscription of Hootsuite or searching keywords on Google alerts (ex: BLM) -Can both be used as media research tools -when you turn on google alerts, you can have things emailed to you as often as you want on as many topics as you want -with hootsuite, you can monitor your brand's social media presence, etc.

Office decor example (field vs. lab)

-conditions are manipulated to the extent to which the participant has an opportunity to impose their identity on an environment (blank room, decorated room, decorated how they want, and decorated but then rearranged) -participants have a more successful performance when they're able to decorate their own space

Control, Confound, spurious relationship

-control: key part of study that is not manipulated; used to measure how variables change when control is included (Bobo doll example) -confound: -spurious: relationships that are not accounted for but end up occuring in the experiment

Cons of test markets

-do not yield infallible results -competitors may intentionally try to sabotage test markets -costly -bring about exposure of the product to the competition -may create ethical problems

Arby's example

-example of how media needs to be constantly monitored because things happen unexpectedly -ad of the sandwich with all of the different meats; turned into an opportunity because it got a lot of EANRED media

Types of causal research

-experiments -extraneous variables -experimental designs

Consumption

-eye tracking can help track ________ behaviors and responses to messages (how to read over a webpage)

Facial coding

-facial action units are measured -Examples: Affdex video measuring facial expressions; help kids with autism understand emotion better

Resume example (field vs. lab)

-focused on resume callbacks across ethnic sounding names. This has implications for HR teams

Why humans hard to study

-it is difficult to isolate a powerful predictor(s) of any phenomena -humans are complex -There are patterns, but there is also great variance. -Experiments help control some of the factors and variance so we can see fewer factors at a time and really focus on those.

eye-tracking videos

-measures fixation in all of them -quantifies where eyes spend the most time fixated on

Oscar Pistorius example

-paraplegic olympian who was sponsored by Nike; all of the ads talked about him being a bullet in a chamber; he was put on trial for murdering his girlfriend so Nike had to stop sponsoring him -example of watching for bad news

Pros of test markets

-provides best info possible -most accurate method of forecasting future sales -allows firms the opportunity to pretest variables

Methods of conducting exploratory research

-secondary data analysis -experience surveys -case analysis -focus groups

Patagonia

-stopped providing products to "weed out" certain corporate clients to focus on customers that prioritize the planet

Google ad length experiment

-studied 3 advertisement videos of 3 different lengths to see which one was most effective in conveying messages to consumers -30 second ads were the least skipped, 15 second ads were most skipped -ad recall was highest with shortest ads, but brand favorability was highest with longer ads

gaze paths

-the path/movement of your eye's focus from one object to the next

Social Psychology

-the scientific study of how individuals' thoughts, feelings, and behavior are shaped by the actual, implied, or imagined presence of others -how peoples behaviors, thoughts, and feelings are shaped by other people & the social situation

Why test market

-to test the sales potential for a new product or service -to test variables in the marketing mix for a product or service

heatmaps

-used to sense where our eyes are drawn to most when watching an ad -measures eye fixations -shows behavior of an entire group of people

7 best practices for daily media research

1. Start internal, in person (Talk with colleagues. Be genuinely curious. You are all on the same team.) 2. Check your internal social media. 3. Read your local paper. 4. Read at least one national paper. 5. Check Google news alerts or similar. 6. Follow Black Twitter and/or The Root 7. Use a social media aggregator.

Best practices for media monitoring/research

1. Start internal, in person (with colleagues and with genuine curiosity) 2. Check your internal social media 3. Read your local paper 4. Read at least one national paper 5. Check Google news alerts or similar 6. Follow Black Twitter and/or The Root 7. Use a social media aggregator

fMRI

A technique for revealing blood flow and, therefore, brain activity by comparing successive MRI scans.

EEG

An amplified recording of the waves of electrical activity that sweep across the brain's surface. These waves are measured by electrodes placed on the scalp (electronencephalogram)

Responsive display ads

Benefits of using ________________ are simplicity, automation, and reach

labratory experiment

Conducted by psychologists to observe subjects in a highly controlled environment (used to determine causation)

Field experiment

Conducted by psychologists to observe subjects in normal, uncontrolled circumstances (used to determine correlation)

Experience survey

Exploratory research method (interviews) of key-informants, or lead users of technique

Lead user survey

Focus on lead users of a new technology

Animatics and Photomatics

Focus on visual images (drawings or photos) with narration; Mr. Clean ad example

Descriptive

Helps answer questions of who, what, where, when, and how; Allows for quantification; Desirable when we wish to project a study's findings to a larger population, if the study's sample is representative.

Bobo Doll Study (Bandura)

Study where children were shown a film of a model being aggressive to a bobo punching doll. They would then be put in the same situation in a room with other toys and tools. Their levels of aggression to the doll were measured.

What's a photovoice good for?

Telling a story which words alone cannot do justice; Enabling marginalized people to overcome verbal or written communication barriers; Allowing for a compelling visual summary of a problem

operationalization

When psychologists create, validate, and test a functional definition that serves as. a good substitute for something abstract

Psychology

____________ is not looking to capture a universal human experience, because that does not exist

Media violence

_________________ contributes to aggression among people

Theory

a plausible, scientifically acceptable general principle (or set of principles) offered to explain phenomena.

Experimental design

a procedure for devising an experimental setting such that a change in a dependent variable may be attributed solely to the change in an independent variable

Case analysis

a review of available information about a former situation(s) that has some similarities to the current research problem.

Hypothesis

a specific, clear, and testable proposition or predictive statement about the possible outcome (of a research study), such as presumed differences between groups on a particular variable or relationships between variables.

Photovoice

assumption is that positive social change needs to originate with the people; people should identify the issues of central concern to them; qualitative in focus; applied to consumer & audience research

Generalizability

degree to which the validity of a selection method established in one context extends to other contexts

History of photovoice

developed 20 years ago

Cultivation theory

examines the long-term effects of television. It states that "Heavy viewers of TV are thought to be 'cultivating' attitudes that seem to believe that the world created by television is an accurate depiction of the real world."

Threats to validity

internal validity: equivalency of groups external validity: setting of experiment; artificiality of experimental setting

Visuals as the message

key component of the core message and can be tested for impact; (Military example: video illustrates controversial nature of the concept of military, audience segmented according to disposition toward joining the Canadian Armed Forces)

Experiments

manipulating an independent variable to see how it affects a dependent variable while also controlling the effects of additional, extraneous variables.

Before/after with control

may be achieved by randomly dividing subjects of the experiment into two groups (the control group and the experimental group) in order to see which one performs better

Longitudinal

measure variables in the same sample over time (used to track health trends, etc.)

Purpose of biometrics

measures voluntary and involuntary physiological responses to stimuli; not prone to social desirability bias

Causal research

quantitative research (experiments); may be thought of as understanding a phenomenon in terms of conditional statements such as "If x, then y."

External validity

refers to the extent that the relationship observed between the independent and dependent variables during the experiment is generalizable to the "real world"

Panels

samples of respondents who have agreed to provide information or answer questions at regular intervals

Cross-sectional studies

snapshot; data collected at one point in time

Research design

the methods and procedures for collecting and analyzing the needed information; master plan that specifies the methods that will be used to collect and analyze the info needed for a research project

Discussion/analysis of photovoice

the participants actively analyze the data; Typically brings the photographers together to view the photos as a group; Members of the group then reflect on the analysis together - what do they see? This creates the story to be shared with the intended external audience.

Biometrics

the term for body measurements and calculations. It is used in medicine, psychology, etc.

Independent variables

the variables that the researcher can control and manipulate (E.g., type of ad appeal, ad text, display location, type of product, website design.)