ADVT 301 exam 1

Ken Auletta's "math men"

Auletta was trying to say how it use to be about creativity and now its about just math and data.

CDI

Category Development Index (CDI) relates the percent of a category's sales in a market to the percent of the U.S. population in that same market.

variables

IV/DV

percentages

One of the most frequent ways to represent statistics is by percentage. Percent simply means "per hundred" and the symbol used to express percentage is %. A percentage frequency distribution is a display of data that specifies the percentage of observations that exist for each data point or grouping of data points. It is a particularly useful method of expressing the relative frequency of survey responses and other data.

Pareto principle (80/20 rule)

The Pareto principle (also known as the 80/20 rule, the law of the vital few, or the principle of factor sparsity) states that, for many events, roughly 80% of the effects come from 20% of the causes. ... Pareto developed both concepts in the context of the distribution of income and wealth among the population. The Pareto Principle helps you realize that the majority of results come from a minority of inputs. things are not distributed evenly.

research questions

after developing the research hypotheses and null hypotheses, the research question could be developed before or after the hypotheses. it indicates what the researcher wants to know most in this particular study-the highest priority of the study.

Hypotheses

an explanation or expectation of an event, your prediction of the outcome of the research.

strategy

approach you take to achieve the goal. (third?) (convinced voters to provide good life)

predictive research

around us and what we are going to do, target rolled back purchases tape of people and aw they were buying baby stuff and started promoting baby stuff in mail like a look a like model such as what you would like on Netflix after you watch a similar show.

BDI

brand development index relates the percent of a brand's sales in a market to the percent of the U.S. population in that same market.In order to get the BDI for Atlanta, Coke will calculate its sales in Atlanta as a percentage of its total sales in the US. And it will compare this with the population of Atlanta as a percentage of the total population of the US.

primary research

data collected by a researcher for a specific purpose such as a focus group. usually brand based, researcher asks the q's to the subjects, record responses, experiments, surveys, interviews, observations, analyzes data, question based on theory. any research you collect yourself.

universe population

general concept of who or what will be studied. just the world you are looking at like universe of female students. define early on, everything in a particular group.

population

includes all individuals or objects of a well defined group that you are collected info on. everybody within that group.

Heuristics

is any approach to problem solving or self-discovery that employs a practical method, not guaranteed to be optimal, perfect, logical, or rational, but instead sufficient for reaching an immediate goal. Heuristic. ... Heuristics can be mental shortcuts that ease the cognitive load of making a decision. Examples that employ heuristics include using a rule of thumb, an educated guess, an intuitive judgment, a guesstimate, profiling, or common sense.

Behavioral research

is the study of the many variables that impact the formation of one's habits. Habitual patterns of decision-making have a huge impact because they affect so many areas of one's daily life. These habits directly impact how consumers spend money and why they purchase certain products. ATTITUDINAL- use surveys. Information collected by a company that measures the importance a consumer places on particular attributes of products or services. Attitudinal data is often collected through surveys, and is designed to measure how a consumer "feels" about something.

tables and graphs

looks better to use them

marketing focus

marketers care about who buy their brand. A market-focused business looks outside the company for the input and data necessary to make strategic and tactical decisions. Market focus means understanding your customers

objective

measurable step you take to achieve a strategy. -time period, measured like a political majority vote for bond issue)

applied research

research that utilizes existing knowledge and research approaches for a specific purpose, often for a commercial or client-driven need. conducted over a shorter period of time. THEORETICAL- still in theoretical stage where applied is put into practice.

sample

sample is the subset of universe/population

research planning

steps in a plan- 1. problem formulation-specify research objectives 2. research design- exploratory, descriptive, casual; what purpose you have for research 3. data collection -primary and secondary. 4. data analysis- descriptive and inferential statistics; interpret what the themes mean 5. research report and present-to clients or target audeience; provide strategy recommendations 6. post analysis -ongoing process.

value of US census

talk to everybody, most accurate, counting everyone

tactic

tool you use in pursuing an objective associated with a strategy. (buy billboard)

research in a digital world

tracks behavior not just opinions.

secondary research

uses existing data, researcher arises questions to the data, in PR and AD, usually analysis of commercial and governmental data sets. in PR and AD usually brand based. methods include- survey data sets, EX: MRI, Simmons, census data sets. like US census and then observational data sets including cantor like big data analysis

reporting research results

what can we come up with to understand better, getting rid of extraneous stuff, headlines, eliminating blank space/other numbers, make stuff clearer.