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45 Cards in this Set
- Front
- Back
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The 4-step process is a
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Iterative Process
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Defining the problem, Whats happening now?
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Research (step 1)
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Objectives, strategies, what should we do and say? why?
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Planning (step 2)
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Action plan, When and how do we do and say it?
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implementation (step 3)
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How did we do?/ How are we doing?
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Evaluation (Step 4)
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Which part of the 4-step process should you be doing the whole time?
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Evaluation (STEP 4)
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should be controlled, objective and systematic gathering of unto for the purpose of describing and understanding... Paint a picture of reality... Listening
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Research
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Research should be objective, not
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bias
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percent of budget spent on research
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3%-5%
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types of research (6)
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Formal/Informal
Secondary/Primary Qualitative/Quantitative |
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Key factors for research:
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Search Tactics and Listening
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Existing materials, ex. reports
Library references, INFOTRAC, stastical Abstracts of US, Simmon's Media and Markets, Online resources and content analysis |
Secondary Research
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What we create ourselves, in-depth interviews, focus groups, surveys, copy testing, think aloud, persuasion and info-processing experiments, perception analyzer
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Primary
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Two formats for in depth PERSONAL interviews
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Purposive vs. intercept
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use a convenience or non-random sample. Therefore, results may not fully reflect the characteristics of all customers.
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Intercept interview
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Focus groups should be
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homogeneous on some level
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In a focus group, the idea is to
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engage in interaction
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In Focus groups, someone moderates and
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puts out questions
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Good number of people for a focus group
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8-12
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No right or wrong answer, non-directive, nonverbal, game/role playing... are all characteristics of
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interviewing
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Objective of a Survey
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To Generalize info from a sample to a population
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Group of subset of a population
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Sample
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Group or class of objects, subjects or units
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Population
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In surveys, where is the power/confidence of accuracy?
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sample size
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Voters polls are usually how many people and what percent is the range?
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400 +/- 5%
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SRS stands for
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Simple Random Sampling
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Name the 4 Sampling methods
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SRS
Systematic sampling stratified sampling multistage cluster sampling |
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Each element in the population has an equal or known chance of being selected... "put all the people who are registered to vote in AL in a fish bowl and shake it up"
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simple random sampling (SRS)
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Use prefix in zone, randomly generate numbers, Start with list and add some fixed number
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Random Digit Dialing
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every "nth" subject selected, good when you have list of sampling units.. random start, make sure there is no bias
EX. University list of students (20000) want sample of 1000... count off by 20 until you get 1000 |
Systematic sampling
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Volunteer, snowball, connivence and quota
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non-probability sampling
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In Non-probability sampling, the way that is good for entertainment-a call in or ESPN "greatest coach"... not as good to use for data
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Volunteer
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Also not very scientific innon-probability sampling, ex: Focus group
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snowball
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grabbing person down certain street. Ex: sorority row, it will be skewed... either girls in a sorority or Comm. students
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convenience
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Personal, Mail, Telephone, internet, and Omnibus/piggyback are all
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types of surveys
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not a good type of survey
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internet
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bunch of different people ask different questions and combine them all together
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Omnibus/piggyback
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slowest of the surveys
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mail
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has medium influence
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phone
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has most influence
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personal
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most expensive
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personal
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cheapest
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mail
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more common in Europe
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Personal
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"Flame broiled vs. cooked over open natural gas"
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Semantics
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4 important things to remember in Questionnaire construction
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Semantics
Bias wording Political correctness Answer Categories |
