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13 Cards in this Set
- Front
- Back
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Difference between Qualitative and Quantitative research?
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Qualitative seeks to understand the world from the perspective of those they study
Quantitative is response based and relies on a number of respondents |
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Identify and Describe 2 Qualitative research techniques
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Participant observation- spend long periods of time with participant's natural setting observing and learning how to do things the way the participant does them
In Depth Interviewing- Finding out first hand their thoughts in a question and answer format |
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snowballing
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method of recruiting additional research participants based on referrals from current participants
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Identify and describe 2 Quantitative techniques
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survey-getting data about a certain group by way of handing out short informative questionnaires
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length of qualitative interview
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30 minutes to 2 hours
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Reliability and Validity
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Reliability-refers to the idea that a good research measure yields data that are stable, similar results with same research with similar group
Validity-representing your participants' understandings of their worlds as best as you can |
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Describe 2 kinds of ethnographic techniques
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Panel Study- You interview people, ask them to create diaries, take pictures and video tape specific instances during their life
Participant Observation-going into environment of those that you are studying and finding out the habits of participants |
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Name and describe the 5 projective techniques
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Word association- first word, image, thought that comes to mind.
Construction-construct story or picture from given stimulus Completion-subjects given incomplete sentences, stories and conversations and asked to complete them Expressive-role playing, act out, draw, paint a specific concept or situation Choice Ordering-order benefits from most important to least important from given stimulus |
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Compare and contrast online vs. in-person focus groups
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Online: No geographic barriers, cost/time effective, Peer pressure minimized, potentially better responses
tough to establish authority, tough to know who you recruited, lack of non verbal cues |
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Functions of an account planner
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act as liaison between creative department and the consumer
understand the target audience and then represent it throughout the entire advertising development process |
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respondent vs participant
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respondent is to a survey, participant is to qualitative data
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SWOT
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Strengths attributes of the person or company that are helpful to achieving the objective
Weaknesses attributes of the person or company that are harmful to achieving the objective Opportunities external conditions that are helpful to achieving the objective Threats external conditions which could do damage to the objective |
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4 Parts of Creative Brief
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Objective
Target Audience Competition Chosen Communication |
