CIS 260 Module 3 and 4 Exam

What are the three primary steps in doing a survey using Qualtrics or another survey tool?

1. Build the survey 2. Send out the Survey 3. Analyze the results of the survey OR 1. Introduction, Instructions, Disclaimers 2. Survey Questions 3. Thanks and Wrap Up

From the readings, list the five steps in the research process.

1. Define the problem/opportunity 2. Develop a research plan 3. Collect relevant data and information 4. Analyze data and report findings 5. Put your research in action

What are the six principles from David Phillips' Ted Talk on avoiding death by PowerPoint?

1. One Message Per Slide (Audience can not focus on two things at once) 2. Working Memory | Redundancy Effect (Short bits of text describing an image) 3. Size (Focus on moving objects, signaling objects, contrasting colors, large objects) 4. Contrast (Controls your focus, tells you where to look, you are the presentation) 5. Objects (Count vs see. SIX) 6. The amount of slides in your PowerPoint has never been a problem.

This is a three-part question about what you learned over the course of the semester. 1. What is a major concept, skill, or resource we learned over this semester that helps you to understand a target segment? 2. What is one concept, skill, or resource that you learned to help you create a target segment? 3. What is one major concept, skill, or resource that you learned to help you to communicate a segment to others?

1. One major concept that I learned to help understand a target segment is the 2. One skill that I learned to help me create a target segment in crosstabulation in Simmons. This allows me to combine multiple questions to narrow down the groups that I want to target. 3. One skill that I learned to help me communcate a segment to others

From the course pack reading, what are the three main steps in the STP process? List and briefly describe two things that happen in each step.

1. Segment your market (name segments, create surveys for segments) 2. Target the group you are going to focus on (Primary research, secondary research) 3. Position your brand in a way that appeals to the target audience (Persona, DITL)

What are the three storytelling tools/concepts used for data storytelling that we discussed in the lectures?

1. Segmentation 2. Persona 3. DITL

What are the three critical elements of data storytelling, and what do they do? (These are different from the three tools used)

1. Simplification 2. Clarity 3. Empowerment

What are the three reasons Heidi Keller says you should segment your audience in her Ted Talk?

1. So we can be Effective. It works. (Without segmentation we would just be guessing what people need) 2. We are rarely the Target (Our audience will start to look like us instead of the people we want to help) 3. Budget (We never have enough money to reach everyone)

In one of the readings, three steps are mentioned to keep your organization from crossing the ethical line in data collection and storytelling. What are those three?

1. Start with more segments than you think you need. 2. focus on five or six segments and create strategies around them 3. Create a careful roll-out plan that ensures the parring down of segments is done with caution to avoid stereotypes.

Primary Qualitative Data

5 senses research. Interacting with humans and interpreting their actions/ emotions. (Interview, Focus Groups, UX/CX testing, Social Listening.

Persona

A combination of common answers to create a physical representation of the data.

Explain what a crosstabulation in Simmons allows a researcher to do.

A crosstabulation in Simmons allows a researcher to find an intersection between two separate questions. Can help decide places/demographics to advertise to.

What is the definition of archetypes given in the lectures? Provide an example of one using a fictional character that fits the description.

A fundamental, original character or personality that is common and universal to all humans, across all ages, cultures, and nations. Luke Skywalker as the hero.

Archetype- and the different types

A fundamental, original character or personality, that is common and universal to all humans, across all ages, cultures, and nations. Hero, Jester, Outlaw.

Population

A group of individuals that belong to the same species and live in the same area

Segment

A group of your audience that has similiar needs and responds in a similar way. Used to find your target audience.

Demographics

Age, Gender, Race, Marital Status, etc.

From one of the assigned readings, how can we avoid stereotyping when you are trying to simplify your segmentation?

Avoid broad segmentations. Create more, smaller, segments.

IBISWorld (When to use and main functions)

Both qualitative and quantitative research. Recent info. Category/industry focused.

Consumer Behavior vs Consumer Attitudes. Know the definition and the difference. Be able to give an example of each.

Consumer behavior is the study of how consumers purchase goods and services. (EX. buying a cheaper option at the store) Consumer attitudes are the study of how a consumer feels about a specific brand, product, or object. (EX. buying tropicana orange juice because it is your favorite)

Understand what the Day in the Life storytelling tool is. Which research tool is best to help create it? What are two limitations of DITL as a data storytelling tool?

Created as an extension of the persona. Puts your persona into purposeful motion in their world. 1. Just one day in the life of one customer. (how many typical days do you have) 2. Only showcases one type of customer.

Data Ethics

Deciding what data to report and what to leave out. Do not omit data that doesn't support the story you want to tell, contradicts past data, or information that makes people look bad. Editing data DOES NOT equal hiding data.

ABCD Counties

Defined by the U.S. Census based on population. A is the most populated and D is the least populated.

Geodemographic Data

Demographic information in a specific location.

Know the difference between demographic and psychographic decriptors/variables. Be able to give an example of each type of information.

Demographics is the physical traits of a consumer. (EX. Age, Race, Gender). Psychographics is the attitudes and behaviors of a consumer. (EX. Social Status)

Media Planning

Determining when to deliver an adverising message.

Be able to identify ethical or unethical behavior in marketing.

Ethical Behavior: Avoiding stereotypes, seeing the humans behind the numbers, reporting data fairly. Unethical behavior: Relying on stereotypes, forgetting the people behind the numbers, omitting data that doesn't fit the story you want to tell.

Be able to define ethnography. What are the pros and cons of ethnography in market research?

Ethnography is the study of observing people in their natural habitats to learn about their preferences. Pros: Allows you to see consumers in their natural state. You can truly see their needs. Cons: If people are aware that they are being watched then they may change their answers. No longer subjective.

Secondary Qualitative Data

Five senses research. Human data not conducted by you and not for your specific purpose.

Tapestry (When to use and main functions)

Groups conumers into 14 summary groups, which are divided into 67 subgroups. Data-based. Turn segment descriptions into personas.

Identify what research method (interview, focus group, etc.) should be used in hypothetical situations.

Interviews

Identify different factors (demographics, geographics, etc.) used to segment your audience.

Location, Age, Gender, Race, Sexuality, Education, Marital Status.

In the case study we read, after Met Life identified Concerned Moms as their target segment, what steps/strategies did they use to use their learning to reach them?

Met Life used social media campaigns that were family oriented and highlighted the cost effectiveness of the plan.

Social Listening

Monitoring online social media platforms for opinions on brands and products.

APRResearchPortal.com (When to use and main functions)

Most important thing. Use to access all the other sites. Free for UA students but may have limited access. Bookmark it.

Secondary Quantitative Data

Numerical data conducted by someone else and not for your specific purpose. EX: External sales reports, external customer surveys.

Primary Quantitative Data

Numerical data that you conduct yourself for your specific purpose. EX: Internal sales reports, Internal customer surveys, Internal Customer Satisfaction (NPS)

Secondary Quantitative Research

Numerical research not conducted by you for your specific purpose.

Based on the course pack reading, what are two pros and two cons of using a focus group? What three things must you consider when creating a focus group discussion guide?

P1. Interaction allowing follow-up questions P2. Other participants encouraged participation C1. You never have enough time C2. Unnatural Interaction 1. Broad to Narrow Approach 2. Budget your time for discussion 3. Monitor dominant personalities

What are two pros and cons of using a persona in data storytelling?

P1. Provides an example of a typical consumer. P2. Make the data feel real and authentic. Help visualize the target audience. C1. Only describes one type of customer. C2. Can focus too much on demographics and not consumer attitudes.

Data Visualization

Presenting data in a graphic format to make it easier to understand.

Know the difference between primary and secondary research. What are some reasons for doing secondary research first? Be able to identify examples of each.

Primary Research is research that you conduct specifically for your purpose. (EX:) Secondary research is data that is not gathered directly for your project. (EX:) The reason to do secondary research first is because secondary research can guide your primary research.

Day in the Life

Putting your persona into purposeful motion of their world; extension of persona, must be authentic to persona.

U.S. Census (When to use and main functions)

Secondary Quantiative. People behind the numbers. Technically 260+ years of data. Shorter questions. Business info not just people info. Significant geographic component.

Simmons Insights (When to use and main functions)

Secondary Quantitative Research. IRL data is current and goes back 14 years or so. UA data is 4 years old and goes back 10 years. Used to track behaviors and demographics.

What is segmentation? How do you create a segment?

Segmentation is the process of dividing a larger audience into smaller sections based on similar characteristics and responses. To create a segment, you identify certain characteristics you are looking for and divide the audience based on those segments.

How did Epsilon violate data ethics?

Selling consumer data to perpetuators of elder fraud schemes

What is the function of skip logic on Qualtrics?

Skip Logic allows survey takers to skip questions based on their answers. EX. Not wanting to take the survey or do not fit aspects that you are looking for.

SRDS (When to use and main functions)

Standard Rate and Data Services. Secondary Quantitative. Mostly recent info, last five years. All the information about why you should advertise and how much it costs. Just an introduction.

What does SRDS stand for? Name at least three types of information that it provides.

Standard Rates and Data Services. An introduction to why you should advertise in a publication and how much advertising would cost.

Qualtrics (When to use and main functions)

Survey Builder. Build the survey, Send out the survey, and analyze the results of the survey.

eMarketer (When to use and main functions)

Survey Builder. Build the survey, send out the survey, and analyze the results of the survey.

iPOLL (When to use and main functions)

Survey Builder. Build the survey, send out the survey, and analyze the results of the survey.

Be familiar with the U.S. Census and how often it is conducted.

The U.S. Census is an attempt to talk to every person in the U.S. Demographics for U.S. citizens. Given every 10 years. Both business and people info.

Targeting

The process of choosing the market that best fits what you are trying to achieve.

Segmentation

The process of dividing a larger audience into smaller sections based on similar characteristics and responses.

Positioning

The process of positioning your brand as the best option for your target audience.

Data Storytelling

The technique used in a pitch. Start with data, add visuals, add a narrative, and remember your audience—simplicity, emphasis, understanding, and humanity.

Unaided Awareness Questions vs Aided Awareness Questions. Know the definition and the difference. Be able to give an example of each type of question.

Unaided Awareness Questions are when you ask the audience to identify factors without giving them additional information. (EX. Name four types of sandwich restaurants) An aided awareness question is when you give the audience additional information to influence their answers. (Ex. Name four competitors to Subway).

Nexus Uni (When to use and main functions)

Use for Secondary Qualitative Research. Business, Criminal Justice, and Political Science. (Dates vary by publication) Limited geographically.

Google Trends (When to use and main functions)

Use for Secondary Qualitative Research. Shows the volume of searches that have happened for a particular search term over time. (2004-present)

Internet Archive TV News (When to use and main functions)

Use for Secondary Qualitative Research. Works by searching TV captions. (2009-present)

Simply Analytics (When to use and main functions)

Use for Secondary Quantitative research. Similar to Tapestry but focuses on mapping a wider set of variables. Mostly recent info, last 5-8 years.

America's News (When to use and main functions)

Used for Secondary Qualitative Research. (Dates vary by publication)

Mintel (When to use and main functions)

Used for secondary qualitative research. Qualitative and Quantitative. Mostly recent info, last 5-8 years. Trends vs Fads.