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