Research Kwon
Think tank approach
macro approach to a study what motivates consumers to 'do this or feel that' behavior, pattern, and phenomena that could be generated to a broad marketplace
inductive reasoning
makes general conclusions based on individual observations
AD/PR vs marketing research
marketing and advertising are looking at different insights within the same study segmenting the target market-- BOTH need eachother
ADPR Research
message testing creative testing media analysis campaign evaluation (specialized in promotion of 4 ps0
method vs. methodology
methods include empirical research, experimental research, quantitative research, qualitative research, and historical research. Methodology on the other hand, is the STUDY of methods, not a research method in itself but the analysis behind it
Account Planning approach
micro learning consumer insight from an agencys position that will contribute stategic planning of the future campaign (what consumers need/want instead of market, what motivates them to purchase)
beneficience
obligation to remove existing harms and confer benefits
advantages and disadvantages of projective techniques
Cons: Complexity of data and skills required to analyze the data Expensive (especially when outsourcing the research) Representativeness (drawn from small sample) Difficulties in getting participants to take part in Pros: Richness, amount and accuracy of information Helpful to break the ice or stimulate discussion Truthful response (respondents don't know real purpose of study) Requires less literacy skill (from respondents)
Two typed of ethnography (emic vs. etic) and use
Etic: analyses are views of a culture from outside the culture example: trailing shoppers- involved following shoppers and taking notes ab their behavior without being noticed by them. the inferences they make on behalf of the subject are etic analysis, amounts to our interpretation of another culture. emic: analysis of a culture from within the culture. matches our perspective on qualitative research.
systems that provide ethical guidelines for research
Institutional review board (IRB): presence in every higher education institution all human subject research much be approved by IRB safeguard for academic research
what is the projective technique? and types
Technique for tapping respondents deepest feelings by making the respondents to project themselves into a situation, objects, other people, or scenario Attempt to undercover motives, attitudes, opinions, feelin, and beliefs by using in-directive ways (questions). Allows true sentiments to emerge Easy to administer Many forms including word association, personification, and photo sorts (water bottle and toilet paper ex.)
account planning
a research and analysis process used to gain knowledge of the consumer, developed in the UK in mid 1960s J. Thompson and boase Pollitt
non-maleficence
it is wrong to intentionally inflict harm on another person
autonomy
respect for the values and deicisons of others
Advantages of secondary research
save cost, availability of trusted resources/ data and saves time
order bias
showing a series of stimuli in a particular order and not ratating the elemtents to avoid introducing bias in the manner they are shown
Sample
studying a part of the population
research trade offs
time and budget influence the research plan you want to develop AND ambiguity inexactness
control
to hold certain variables steady and unchanging while the research takes place on a different independent variable
Axial coding
understanding relationship among these themes
Types of projective techniques (5)
1) Association Interviewer says a word and respondent must mention the first thing (images, words, or thoughts) that comes to mind Goal is to explore how brand is perceived by consumers Drawing a comparison bw a product and a well-known person, artificial character or animal Used to discuss people's perception of the brand 2) Completion Respondents complete sentences or stories in their own words Can be used with word association tests Considered by some to be the most reliable and useful 3) Construction Picture sorts and words or picture collage Asking participants to construct a story or picture from a stimulus concept Connect the individuals in the picture with the brands they think they would use 4) Expressive Asks participants to role-play, act out, or tell a story of a specific concept or situation Useful when respondents are not able to describe their feelings or actions (enables them to demonstrate it) Able to learn about the respondents' feelings by asking them to answer for a third party, such as "your neighbor" or "most people" (third person) Used to avoid embarrassing questions and hostility Ex: Don't ask "why do you consistently serve your children sugary cereal?" → Instead ask "Why do you think MANY mothers serve their children sugary cereal? 5) Choice Ordering Asking respondents to explain why certain things are more important than others Used to find out priorities of different benefits (for creative strategy or positioning strategy) Ex: ranking most important to least important things about lunch menu (price, brand name, taste, etc) Perceptual mapping
7 principles
1) an informed decision: research must be thoroughly explained (method) (analysis) (results) to potential respondents for informed and voluntary decision 2) withdrawing from participation: always have the right 3) right to confidentiality about data: answers/identity for respondent: must be kept confidential 4) Right to privacy about people: inform any identity related data collection methods that may violate privacy 5) deception: ensuring that respondents/researchers are developing in any manner- when deception has no harm to respondents it could be used 6)mistreatment: participants should not be mistreated in any phase of research 7) research on sensitive population (minor, pregnant, woman, prisoner) children need to understand they can stop participating at any time --> children have 2 part consent --> child and parents online communities--> groups and forums of online communities respondents MUST be treated w respect PRIVACY
3 determinants of conducting internal vs. external research/trade offs
1) budget for the project 2) timing of the project 3) bias and credibility of info EXAMPLE: doing research yoursefl= cheaper and faster, but there is lack of objectivity some clients use hybrids to lower cost eliminating bias is important!
Stages of account planning
1) discovering/ defining the advertising task 2) preparing the creative brief 3) deep developing the creative brief 4) presenting the advertising to the client
Research
An attempt to discover something. it is necessary because -even if you dont plan to become a pro, it is important to lean the best way to colleft info and analyze it - helps organizations to overcome separation bw them and consumers/publics by undertstanding them better - can aid in suggesting directions, providing insights and eliminating unproductive approaches, most ad/pr communications is one way, but research is inward directed and helps shorten lengthy communication channels
Applied Vs. Basic Research
Applied: utilizes existing knowledge and research approaches for a specific purpose, often for a commercial of client-driven need (mostly ad/pr- attempts to solve a specific problem) Basic: conducted to increase our understanding of fundamental principles, usually can lead to applied research
Role of account planning in ad agency
Bridges the gap between client, agency and consumer syntesizing consumer info into ad strategy and execution represents consumer, POV, delivers creative brief to creative dept.
Research benefits
Can save money by preventing rash decisions, helps find correct strategies, shortens time required to introduce new initiatives, indicating opportunities for new products/ services, gaining on competitors, tracking competition, helps to adapt to change, helps w/ internal operations (synergies)
Important things to consider when selecting a moderator
Moderator Related Steps: Select a moderator Brief moderator (discussion guide) Prepare, pretest, and revise discussion guide Group Logistics Related Steps: Determine group characteristics (users vs non users) Determine # of required group Select facility Schedule group: specify and recruit samples Last steps: Conduct focus groups Assess group success Analyze and present findings Apply findings to decision making Focus Group Planning Process: RECRUITING (characteristics, validity) → Who are you going to invite? DISCUSSION GUIDE → What are you going to talk about? VENUES → Where are you going to conduct the groups? SETTING THE TONE → How are you going to make them comfortable? INCENTIVE → What are you going to reward them with for participation? Moderator (1-2) → Moderating the group and analyze the results People collecting/organizing feedback (2-3) → note taking, analyzing feedback and prepare a transcript Facilitator (1-2) → Recruit, greet, and help participants, prepare devices and documents, reserve facility, etc.
research analysis and interpretation
Noone should ever tamper with data no concealing info that could have influenced the collection of the data EXAMPLE: advertising awareness study (done right after ads have ended vs. 2 weeks after= change in awareness levels) must draw conclusions that are consistent w data, never put a "spin" on data ** neutrality is key **
Marketing Research (use of Ad/PR)
Product research, pricing research, brand evaluation, distribution research, marketing mix evaluation (deals w/ marketing 4 ps)
Qualitative Vs. Quantitative Research (APR 14)
Qualitative: goal is to become more knowledgeable about the particular area of study in which you are interested. Goal is description, uses observation and conversation Quantitative: beginds with research questions and hypotheses, based primarily on a literature search, with little direct info and background into the topic at hand goal is to classify and count, uses measuring instrument
SWOT analysis
Strengths- something that the brand has that will be helpful in achieving market objectives weakness: items brand has that are detrimental to achievieng market objectives opportunities: external forces aid the brand to reach its objectives threats: harmful or something in the way of brand achieving - each component is mutually exclusive problem statements--> results of SA/SWOT addresses cause of communication related problem caused by lack of communication
Difference between open-ended vs. asynchronous online FGI
Synchronous FGI (live face to face) Asynchronous FGI (message board discussion: open-ended & close-ended)
Ethnography
The study of people and the cultures they create, branch of descriptive anthropology devoted to describing ways of life
operational definitions
When actual develop operational definition may not be useful in research, or can hamper the study, researchers develop operational definitions instead.
When FGI (focus group interview) is appropriate or inappropriate?
When it's appropriate: When information needs require deep insight of consumer behavior (ex: why consumers are not buying store brand) or explore the specific research hypotheses to be tested in the next phase. When it's inappropriate: When information needs required numeric descriptions, testing hypotheses, or generalization (ex: market share of Trader Joe's cereal in TX market) When it's used simply because there is a feeling that we should do something before making decision or critique/evaluation of outcomes (ex: actual ads)
Advantages/Disadvantages of qualitative research
advantages: gives details and insights, can deepen ones understanding of a product provides specifics, the data derived from qualitative research helps you to describe what it is you are studying, in a good degree of detail, using words and geelings of respondents rather than researcher andit can add insights, letting you know how respondents react to your questions rather than just concentrating on answes disadvantages: more subjective and cannot be generalized
Best uses and characteristics of IDI (in depth interview)
all focused on learning from single respondents. personal interviews, dyadic interviews, ethnographic research, shop-alongs, mystery shopping
study bias
any bias a researcher may have could taint the results of the study -- even subconscious level
NULL hypothesis
any outcome other than the one that you projected or predicted as your hypothesis
subject
any person, object or practice/ process that is observed for research purposes, often reffered to as "respondent"
variables
anything that varies or changes during the process of conducting research, usually can be measured/controlled
internal validity
applies to the study itself. Did it really find out what it said it was going to find out (people lying about their real ages and real incomes)
consumer deprivation
asking consumers to do without a familiar product in order to assess what the product really means to them
purchase funel model and how it is used in campaign evaluation
awareness--> consideration--> purchase --> repeat purchase --> loyalty return on investment helps to answer question: does advertising work?
going native
becoming a full participant in a culture, losing your perspective as a researcher
DV
changes as the result of some other factor. They usually change as the result of the IV
IV
changes on its own, not as a result of another factor (the cause, systematically)
primary research
collection of data that does not already exist
syndicated research
comprehensive studied that provide info on a media audiences, consumer buying and cultural trends
full disclosure
concealment and deception of data --> when research is contradictory or inconclusive information
Ethical considerations
conducting research online= violation of ethics when passing as a teenager participants should know about research facebook= the voice of consumers
validity
degree to what the researcher was trying to measure was measured
rapport
establishing a level of comfort with the people you are researching in order to get honest answers
Intervening variables
explains relationship bw IV and DV, usually a dependent variable to the original independent variable
hypothesis
explanation of expectation of an event, prediction of outcome of the research
Methodology bias
facilitators defaulting to research methods they are most comfortable with, but sometimes its not the best research method to use EXAMPLE: want to find out emotional involvement and personal memories with brand--> default would be to do a focus group, but that wont allow respondents enough time--> instead do a one on one
Selective coding
finding one key concept or meta theme around which all other concepts are organized
open coding
finding the theme in the data- organize data by category or info needs
Research Questions
formed after hypothesis, indicate what research wants to know most, highest priority of research
projectability
if the results of the internal study cannot be projected to a larger external population then there are problems of projectability
deductive reasoning
involves logic which moves from something known to be true, called a major premise, onward through a supporting idea or rule to the conclusion
disadvantages of secondary research
lack of availability of specific info, limited knowledge and lack of depth on a topic
research plan
learning about topics that can benefit if a client or campaign
deception
literally providing a false statement of what the data may be telling you (beverage company examples)
How multiple is different from mixed methods (UQA P. 36-38)
mixed methods: driven by the assumptions underlying quantitative research, not qualitative research advocates an external truth knowable to the researcher and not to the participant. in quantitative research, "what people say" is irrelevent, in qualitative it is the essence of the approach. Qualitative research is always made stronger by the use of multiple methods, multiple perspecties and multiple researchers. Qualitative researchers prefer to use multiple research methods bc of the inherent bias in any given method
Code of ethics
mostly for researchers and practitioners in AD/PR industry - self regulated (AMA, PRSSA, AAAA)
Research vendor responsibility
much of research is done on a project basis discuss budget ceiling in advance of proposals w research comaonies research companies need to know if project will be funded unethical to use the proposal state to pick the brains of research components when you dont have intent to use company also unethical to reveal confidental methodologies to another research company - research companies= BUSINESS PARTNERS
3 successful phases of ADPR research
phase 1: preliminary discussion and agreements phase 2: planning/data collection phase 3: application
4 ps. vs 4cs
price- cost product-consumer want/needs promotion-communication placement-concenience
content analysis
process where you review existing content and interpret its meaning
Strengths and weakness of IDI compare to other forms of research
provide the opportunity for a richness of information that is not possible using focus group. can last up to an house, giving more than enough time to gain very deep insights into the feelings of the respondent on a selected topic. Provide greater depth of info. (sensitive topics, difficult to recruit respondents, speed is crucial, deeper insights, applied learning) BUT not a projectable sample size, conducted in an unnatural setting, challenges in terms of sample dispersion
how the handlings of qualitative and quantitative data are different?
qualitative handlings: results are rougher and less refined. involves organizing all of the raw collections of information
what assumptions bind qualitative research? (UQA p. 25-27)
seeing people as active, interpreting individuals who construct worlds of meanings and act upon the world rather than allowing the world to act upon them Active individuals: human beings are constantly interpreting what things mean and responding accordingly. consider, the simple case of a person crossing a street. As outsie observers, we might note that a person raims stationary until the image of an outstretched hand is replaced by the image of a person crossing the street. Is this a case of an external stimulus determining the persons behavior, or is this a case of the person interpreting objects and then choosing a course of action? A quantitative researcher might regard this as an example of stimulus-reponse behavior with a conditioned response to the change in images. A qualitative researcher, on the other hand, regards this behavior as an example of meaningful interpretation followed by a purposeful course of action. And how does the qualitative researcher know this? He asks the pedestrian to describe how he accomplished this task. World of meaning: understand the meaning and youll understand the behavior, bc behavior follows meaning. qualitative researchers seek out shared meanings in order to discover patterns of human behavior, an automobile is not just a means of transportation but an expression of self to an individual, others, an investment a feeling of freedom etc. participants perspective: qualitative researchers believe that to understand behavior, you must be able to uncover the meaningful objects in peoples worlds and understand those objects from the perspective of the people being studied. product consumption and brands have no meanings excpet for those the consumers willing to give them. example: smoking cigarettes had taken on a very different meaning than it had in the 1950s., smoking itself did not change but the reality of smoking did and changed in behavior followed multple truths: in a qualitative world, no single, determinable truth exists. Instea, there are truth to be found and these truths are bound by the time, context and individuals who believe them.
secondary research
summary, collation and synthesis of existing data --> directly answers an advertisers information needs and provides important insights prior to conduct of primary research . contributes to questionairre development for primary research BEST USE when secondary source is industry standard, when you need general background info of a topic, when you need a known fact
Traditional approach
systematic - proccess to study target market, competition and product for ad planning/development (clients have specific problem)
parameter
the boundary of research, the outside limits of what is being studied, also seen as a constant in the equation of a curve/line that can be varried to represent a larger collection of curves or lines
observer effect
the fact that people often change their behavior when they know they are being observed. Time and experiences help you over come this
what are the different ways of interpreting qualitative data?
trying to recognize patterns and relationship, validity is harder to find, since insides are gained through interviews and observations- findings are highly personalized
universe vs population
universe: all research subjects that fit the study toopic population: narrowing the scope to research subjects that we study, doesnt have to be only people
external validity
validity of the results- generated from the study
Reliability
when a study is repeated and arrives at the same results as the original study, consistent results over time
information saturation
when youre confident that youre no longer hearing new information/perspectives from your participants
concealment
witholding certain info
history of account planning
women were entering the workplace economy was changing, product purchasing dynamic was changing. Other cultural changes --> leveling of racial attitudes, growth of technology, emergency of credit industry and rise of health/fitness concerns