Research Methods

Three Types of Advertising Research Methods

1. Campaign Assessments 2. Media Research 3. Copy Testing

Two Types of Research

1. Correlational research 2. Experimental research

Types of surveys

1. Cross sectional 2. Longitudinal

General Goals of Scientific Research

1. Description 2. Prediction 3. Understanding/explaining

The type of statistical techniques used by a researcher depends on

1. Design of study 2.Type of data being gathered 3. The questions being asked

5 Steps to Conducting a Literature Review

1. Identify key terms 2. Locate literature 3. Critically evaluate and select literature 4. Organize the literature 5. Write a literature review

Research Proposal Purposes?

1. Inform - What is the problem and the extent of it? 2. Convince - Will this be worth the money and time? 3. Demonstrate - Qualifications to conduct this research

Considerations in selecting a research topic

1. Personal interest 2. Importance 3. Relevance 4. Feasibility

What should a preliminary review of literature do for your research study?

1. Provide further contextual background 2. Reveal issues related to your study 3. Describe similar problems in other organzations 4. Provide significance to your approach to the study

What needs to be included in the literature review?

1. Provides contextual background 2. Reveals related issues 3. Reviews similar problems elsewhere 4. Provides significance to your approach to the study 5. Includes major/seminar research articles pertaining the

Four Types of Research

1. Readership 2. Circulation 3. Management 4. Web site usability

Anecdotal reports

A description of an even or experience that happened to be noticed

Study-by-study Review

A detailed summary of each study under a broad theme is provided

How far back should one search for sources for a literature review?

A reasonable and widely accepted timeframe includes research conducted during the past 10 years

Quantitative Methods

A survey or experiment that provides as output a quantitative or numeric description of some fraction of the population, called the sample.

Thematic Review

A theme is identified and studies found under this theme are described. Major ideas and findings are reported rather than details

Literature Review

A written summary of journal articles, books and other documents that describes the past and current sate of information, organizes the literature into topics and documents a need for a proposed study

It refers to whether the measurement is correct

Accuracy

Accuracy vs. Reliability

Accuracy refers to whether the measurement is correct, whereas reliability refers to whether the measurement is consistent

A key aspect of conducting a research study is measuring the phenomenon of interest in a/an __________________ manner.

Accurate and reliable

People Meters

Add information about who is watching

Null hyposthesis

Always predicts that there will be no differences between the groups being studied

Set Meters

Capture what channel is being viewed

Going beyond the data is a _____________ that researchers must be careful to avoid

Cardinal sin

Home Using Television

Combined ratings of all the networks or stations during a specific time period

Arbitron's Portable People Meter

Company introduced in the mid-1990s to improve the validity and reliability of radio ratings

Nielson Media Research

Conducts TV ratings in 210 of the markets

Arbitron

Conducts radio ratings in 287

In this type of research, the goal is to determine whether two or more variables are related

Correlational

Qualitative Measure

Descriptive, numbers not the primary focus, interpretive, etc.

Replication

Essentially means conducting the same research study a second time with another group of participants to see whether the same results are obtained

Circulation

Examine the various aspects of the delivery and pricing systems

Type of research which involves comparing two groups on one outcome measure to test some hypothesis regarding causation

Experimental

The null hypothesis sometimes predicts that there will be no differences between the groups being studied

False - Always

The empirical approach is a result-based approach that relies on direct observation and experimentation in the acquisition of new knowledge

False - evidence-based approach

Newspaper and magazine researchers usually conduct all the following types of studies except:

Government Policy

Readability Research

Investigate the textual elements that affect comprehension of a message

Experimental Research

Involves comparing two groups on one outcome measure to test some hypothesis regarding causation

An educated and testable guess about the answer to your research question

Literature review

Quantitative Measures

N for numbers, statistical, quantifiable

Rating

Percentage of people or households in a population with a television or radio tuned to a specific station, channel, or network

Share

Percentage of the HUT or PUR that is tuned to a specific station, channel, or network

What is a technique not used to study the affective dimension?

Projective tests

Electronic media research studies fall into two main categories

Ratings and non-rating research

It refers to whether the measurement is consistent.

Reliability

Readership

Research became important to management during the 1960s and 1970s, as circulation rates in metropolitan areas began to level off or decline

Primary source

Research reported by the researcher that conducted the study

Secondary source

Research that summarizes or reports findings that come from primary sources

A key feature of all hypotheses is

That each must make a prediction

Scientific knowledge is based on

The accumulation of empirical evidence

Correlational Research

The goal is to determine whether two or more variables are related

Frequency

The number of exposures to the same message that each household receives

Reach

The total number of households or persons that will be exposed to a message in a particular medium at least once over a certain period (usually four weeks)

A hypothesis is often described as an attempt by the researcher to explain the phenomenon of interest

True

A key feature of all hypothesis is that each must make a prediction

True

Music testing methods involve playing hooks of a several songs for a sample of listeners. A hook is a 5-10-second representative sample of the song

True

Replication essentially means conducting the same research study a second time with another group of participants to see whether the same results are obtained

True

Scientific knowledge is based on objective data that were reliably obtained in the context of a carefully designed research study

True

Statistics help researchers minimize the likelihood of reaching an erroneous conclusion about the relationship between the variables being studied

True

Diaries

Used to collect viewing information from sample homes in almost every television market in the United States