Advertising 3201 Test 2

Front 1

Primary research

Back 1

Gathering and analysis of original information to answer specific informational need. used when secondary research unavailable or to costly.

Front 2

Secondary research

Back 2

examines data gathered by an outside source for purposes not related to our specific informational need.

Front 3

2 basis for distinguishing primary and secondary research.

Back 3

1. the individual responsible for planning and conducting the research.

2. the circumstances under which the research was conducted.

Front 4

Qualitative research

Back 4

helps develop better understanding why ind. act the way they do. open-ended and probing questions to encourage consumer to share thoughts of product/brand.

Front 5

Quantitative research

Back 5

research that develops numeric descriptions of what people do.

Front 6

Qualitative research methods
(230)

Back 6

Personal interview, focus group

Front 7

Qualitative verbal direct questioning techniques.

Back 7

Direct and factual, structural, Grand tour, idealization, contrast.

Front 8

Grand Tour questioning

Back 8

Grand tour questions are open ended questions that allow the interviewee to set the direction of the interview. The interviewer then follows the leads that the interviewee provides.

Front 9

Qualitative Projection Techniques
(232)

Back 9

Word association, sentence and story completions, personification, collage.

Front 10

Personification

Back 10

asks respondents to give human characteristics to products.

“If brand X were a person, what would he or she look like?”

Front 11

Quantitative research

Back 11

concerned with the collection, analysis and interpretation of numerical data.
Methods- experimentation and survey.

Front 12

Ways to judge research
-reliability-

(229)

Back 12

means that the method generates generally consistent findings over time.

Front 13

Ways to judge research
-validity-

(229)

Back 13

means that the information generated is relevant to the research questions being investigated. "the research investigates what it seeks to investigate".

Front 14

Ways to judge research
-trustworthiness-

(229)

Back 14

term usually applies to qualitative data, can one knowing how the data were collected, trust them, and to what extent.

Front 15

Ways to judge research
-meaningfulness-

(229)

Back 15

most difficult of all terms. what does the piece of research really mean?determined by asking what the methods and measures really have to do with determining a good ad.

Front 16

stage one of research process- Developmental advertising and IBP research
(229)

Back 16

used to generate opportunities and messages. helps creative figure out target audience identity. most valuable kind of research, sometimes called "consumer insight"

Front 17

Stage two of research process-Copy research.
(241)

Back 17

also called "evaluative research". research on ads themselves finished or not. usually right before they are finished. best case "ways to judge" research are appropriately applied.

Front 18

stage three of research process-Results

(254)

Back 18

ads already out there and advertisers trying to access whether or not they worked. use "tracking studies", "direct response" and estimating sales derived from advertisement.

Front 19

Concept testing

(229)

Back 19

seeks feedback designed to screen the quality of a new idea using the consumers to judge. Commonly part of focus group

Front 20

Communication test

(242)

Back 20

a type of pretest message research seeks to determine if a message is communicating something close to what is desired. usually in group setting, done multiple times.

Front 21

Recognition test

(245)

Back 21

Tests in which audience members are asked if they recognize and ad or something in an ad. These are the standard cognitive residue tests for print ads and promotion.

Front 22

Aided recall

(244)

Back 22

When the respondent indicates that he/she saw the commercial only after researcher states the brand name.

Front 23

Unaided recall

(244)

Back 23

when the respondent demonstrates that he/she saw the commercial and remembered the brand name without having the brand name mentioned.

Front 24

Tracking studies

(254)

Back 24

Studies that document the apparent effect of advertising over time, measuring attitude change, knowledge, behavioral intent, and self-reported behavior.

Front 25

Inquiry/direct response studies

(254)

Back 25

a type of post test measuring the volume of audience members responding to a direct response advertisement. reply through website, toll#. Used for long term image building.