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13 Cards in this Set

  • Front
  • Back
Difference between Qualitative and Quantitative research?
Qualitative seeks to understand the world from the perspective of those they study

Quantitative is response based and relies on a number of respondents
Identify and Describe 2 Qualitative research techniques
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
method of recruiting additional research participants based on referrals from current participants
Identify and describe 2 Quantitative techniques
survey-getting data about a certain group by way of handing out short informative questionnaires
length of qualitative interview
30 minutes to 2 hours
Reliability and Validity
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
Describe 2 kinds of ethnographic techniques
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
Name and describe the 5 projective techniques
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
Compare and contrast online vs. in-person focus groups
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
Functions of an account planner
act as liaison between creative department and the consumer

understand the target audience and then represent it throughout the entire advertising development process
respondent vs participant
respondent is to a survey, participant is to qualitative data
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
4 Parts of Creative Brief
Target Audience
Chosen Communication