' Propuality, And Cross-Tabulation Of Words

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Ch 19
1. The factors that may influence respondents’ interpretation of words include ethnicity, region, nationality, sex, age and education. Word nuances and ambiguities , or unique and unclear language, can also affect word interpretation . Other factors are modifying adjectives and adverbs, grammatical standards, double negatives, double-barreled (two question) questions, leading and loaded questions, over-demanding recall questions, and questions that include prestige.
2. Often, occasionally, seldom, sometimes, rarely and usually do not have universal meanings among respondents. Though all measure frequency, words like “often” could range in meaning from twice a week to four times a month. A word like seldom may mean once a month or once
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Hand tabulation is more efficient when the given data set is small, or when the questionnaire is simple and researchers are only looking for specific results. Hand tabulation is also beneficial when hand-coded sheets are being used to code units that are being analyzed.
2. Frequency distributions give you more insight in a set of data than simply the average response. This allows for varying opinions that do not erase moderate opinions. The mode can easily be defined by frequency distributions while opposite, though nearly as frequent, opinions can also be accounted for.
3. Cross-tabulations can be used when researchers are looking at multiple variables that in total make up the overall sample. This allows researchers to compare each subgroup and better target those groups of people within those that are surveyed. When well examined, cross-tabulation can show the relationship between a variable and the topic being studied.
Ch 23
1. Information on competitive spending can help PR professionals by giving them an idea of competitor ad placements, media choices and budgets. This determines what kind of media advertisers and public relations professionals may use so that they are not in direct competition and using the same vehicle. It also helps to know competitive spending so that advertisers can match it to make the competition more equal, if
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Media testing has the advantage of assisting with carrying a message and gaining recall from consumers. These tests are repeated to keep track of changing audience preferences, and are equipped with tracking mechanisms to keep track of each vehicle. However, one disadvantage could be the counting and sorting involved in finding which media placement garners the most response, which can be a tedious and large process.
4. One limit on the benefits of copy testing is the ability to change the copy of an existing campaign that is weak or ineffective. This is a good thing, however it can be an expensive process. Also the fact that there are no universal standards for judging or testing copy, making effective or strong copy hard to measure. Lastly, copy testing is easy for print media but broadcast and online media copy testing can be difficult.
5. Content analysis and concept testing are similar in that they can both be studied in the early stages of a marketing message or campaign. Both are used to generate ideas and format a message. However, rather than exploring responses from consumers like concept testing, content analysis uses the media itself to assist with the creation of messages. Content analysis would be used to compare fast food magazine ad size and positioning, while concept testing would ask consumers what made them purchase on fast food item over another. One looks at basic ad make up, and the other asks deeper

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