Adv 481 Exam 1

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advantages of secondary research

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more efficient in terms of money and time

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3 Codes of Ethics

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1. Autonomy (infromed consent)
2. Nonmaleficence
3. Beneficence (right to privacy/confidentiality)

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3 dimensions of target audience analysis

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-Consumer trends (consumer attitudes, lifestyle, behavior)
-Relationship between consumers and brand
-How consumers interact with a brand

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A good ad characteristics...

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-a consistent campaign
-a controversial spot
-sex
-humor
-race, class, education level, culture

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Agreement reality

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May or may not be actual reality
collective agreement
What a culture or society agrees to be true
-subjective

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Applied Research

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Conducted to:
--answer questions about specific problems
--make decisions about particular courses of action.
--Problem driven, field based, correlational, idiographic

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Autonomy

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-Decision to participate must be an informed decision
-all individuals involved in the research have free deliberation and decision power regarding their participation in the research

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Basic Research

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Conducted to:
--expand the boundaries of knowledge itself
--verify the acceptability of a theory
--Knowledge driven, lab based, experimental, nomothetic

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Beneficence

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-Right to confidentiality and privacy

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causal research

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establishes relationships between variables

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Census

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-an investigation of all the individual elements that make up a population

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consumer

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addressing issues related to consumer trends, lifestyles, attitudes, and behaviors, and issues relevant to the brand ocnsumer rleationship

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Creative

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-Select strongest message
-Select most powerful approaches for placement in media (the “winning” approach)
-Identify strengths and weaknesses of alternative approaches

-Research after placement:
----> Tracking evaluations to determine success in market
----> Claim substantiation

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Creative: HOW-TO

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1. Select positioning
2. Identify essential message (communication goal)
3. Select most powerful approaches for placement in media (the “winning” approach)

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Deductive Reasoning

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General to specific
Generalize idea to specific data

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Deontology

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TWO PRINCIPLES: Rights Principle & Justice Principle

-The science of duty
-Moral obligations, ethics
-Certain actions are unethical, no matter what the consequences are
-Welfare of the individual
-If one person is harmed, not a good action

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descriptive research

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examines relationships among variables

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Descriptive statistics

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-describes characteristics of population or sample
-used to make inferences about whole population, based on a sample

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Dialectic

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-Basic & Applied Research
-Inquiry into contradictions & solutions
-Inductive & Deductive
-Quantitative & Qualitative
-Nomothetic & Ideographic

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Epistemology

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-"theory of knowledge"
-Nature & scope of knowledge
-Extent to which knowledge pertinent to any given subject can be acquired
-to already know something

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Errors in Inquiry: inaccurate observation

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Solution: Standards for measurement

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Errors in inquiry: over-generalizations

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Solutions:
-Large & representative samples
-Replication

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Errors in inquiry: selective observations

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Solutions:
-Trying things multiple times
-Non-preferred information, you want to be skeptical

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exploratory research

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focus groups, interviews to gain new ideas or form a starting point

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Five "Moral Foundations"

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1. Harm (mother slapping child, killing)
2. Fairness (cutting in line)
3. Ingroup
4. Authority
5. Purity (things that are unnatural)

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Four most difficult problems for market researchers

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1. Maintaining research integrity (deliberately withholding info, falsifying figures, altering results. EX news stories)
2. Treating outside clients fairly (overlooking violations of the project requirements, passing hidden charges)
3. Maintaining confidentiality
4. Balancing marketing & social considerations (conducting research that improves effectiveness of advertising to children)

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How marketing research helps clients

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1. Identify & evaluate opportunities
2. Analyze & select target markets
3. Plan & implement the marketing mix
4. Analyze market performance

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How to analyze market performance?

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Is our brand doing well?
-----> sales
-----> brand strength (breadth of appeal, depth of commitment)

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How to conduct Segmentation Research

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1. Identify segments
2. Research. (attitudes & behaviors of segments, how different segments perceive brands)
3. Decide whether to reinforce attitudes or change attitudes towards the brand

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How to define target population?

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-What is the relevant population?
-With whom do we want to talk?
-Who to include and who to exclude
-Consider geographic boundaries & time period for the study

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incidence

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% of a group that qualifies for inclusion in the pop of interest

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Inductive Reasoning

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Specific data ---> create generalization
Case studies

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informed consent

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1. that they are being asked to participate in a research study
2. who is conducting the research
3. the purpose of the research
4. who to contact if they have questions about the research

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Justice Principle

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1. Distributive Justice: You get what you work for. If you put in the effort you will get the rewards (Karma)

2. Retributive: Wrongdoer is punished proportionately to the harm

3. Compensatory: The injured party is restored to their original position

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limitations of secondary research

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availability, relevance, sufficiency

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Maximize appeal -- how do we know what is real?

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-Epistemology
-Methodology
-Agreement Reality
-Prediction v Understanding

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Media

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--Places advertising where the target has a high likelihood to see it
--providing insights into how and where competitive brands are advertising

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Milward Brown's dynamic tracking

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research that collects feedback from consumers before, during and after periods of adv activity. Tells advertisers their plan worked by identitfying recall, awareness, media budged, intended message and communications mix

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Nonprobability sample

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no way of estimating the probability that any population elements will be included in the sample, and this there is no way of ensuring that the sample is representative of the population

-Not selected by chance - less random

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over-registration

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-Type of sampling frame error
-frame is larger than population

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Pierce's 4 Paths to Knowledge

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1. Method of tenacity:
staying with familiar beliefs because familiarity is comfortable (ex, gay marriage)

2. Method of authority:
An authority figure tells you what is true, right, wrong, etc

3. A Priori Method:
-Reasoning cause & effect independently from experimentation
-Armchair philosophy

4. The Scientific Method

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planning and data collection

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identify appropriate type of research, address sampling and data collection, determine data collection metho, set the research budget and timing, prepare distribute and obtain approval, prepare questionarire and other support materials, condct research, prepare data for analysis

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population elements

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an individual member of a population

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population parameters

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variables in a population or measured characteristics of the population

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Positioning

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a descriptive statement of the agency's and client's view of the marketplace niche they believe the product or issue can most successfully fill.

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Probability Sampling

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-Let the researcher estimate sampling error, reliability, etc.
-Each population element has a known, nonzero chance of being included in the sample
-Ability to generalize findings to a population

Types:
Simple/Random, Systematic Random, Stratified Random, Cluster (Area Sampling)

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Purposes of social/consumer research

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1. Casual
-----> establish casual relationships, surveys

2. Descriptive
-----> describe characteristics in a certain population, estimate how a population behaves a certain way

3. Exploratory
-----> focus groups, designs to generate new insight; beginning

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Qualitative is used when...

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-background information is needed
-Information to assist in problem formation
-Needs a deep understanding of consumers attitudes, feelings, beliefs, and behaviors

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Questions to ask when applying the utilitarian model

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1. What are the viable course of action available/what are the alternatives?
2. What are the harms and benefits associated with this course of action?
3. Can these harms/benefits be measured? Can they be compared?
4. Does the research violate the participant anonymity?
(Focus on the individuals)

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random sampling process

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1. define target population
2. select sampling method/procedure (probability or nonprobability)
3. select sampling frame
4. Select sample method (within prob/nonprob)
5. determine sample size
6. collect the data from designated elements

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research department

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individuals responsible for gathering, analyzing and disseminationg info on all aspects of marketing responsibilities

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Reversibility

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Do unto other what you want undone to you

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Rights Principle (Deontology)

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Focuses on 2 criteria for judging an action
1. universality: everyone should have equal opportunities
2. reversibility: "The Golden Rule"

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Sample statistics:

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variables in a sample or measures computed from sample data

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sampling error

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difference between results obtained from a sample, and results obtained by a census (assuming census is 100% accurate)

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Sampling Frame

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--> list of elements from which a sample may be drawn
--> impossibility of getting a perfect list
--> AKA "working population"

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Sampling frame error

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an error that occurs when certain elements are not listed or are not accurately represented in the sampling frame

-Over registration & under registration
-Can also use random digit dialing

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Scientific Method - 4 components

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1. Empirical inquiry
---> rely on observations
---> results have to be achievable by everyone that repeats the experiment
---> if it is real, it has to be observable

2. Testing and Retesting
---> falsifiable: can be proved wrong
---> hypotheses has to be falsifiable
---> has to have quantitative & statistical research

3. Rhetoric
---> Theories, hypothesis, null

4. Aesthetics

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Scientific Method - definition

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---> limits and boundaries to scientific truths
---> systematic techniques/procedures used to analyze empirical evidence in an unbiased attempts to conform or disapprove prior conceptions

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Segmentation research

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Divide total population of consumer into distinct groups. where each group differs with regard to important attitudes or behaviors

EX Creators, Critics, Collectors, Joiners, Spectators, Inactives

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Simple Random Sample

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Each member of the population has an equal chance of being selected for inclusion in the research. Place name in drum and pick out, everyone has an equal chance. (homogenous)

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Stratified Random Samples

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You break up the population into mutually exclusive and exhausted stratas. This is a better choice VS simple and systematic when there is variation in what you are studying.

Can be proportional or not proportional
Can be same number or not same number

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synthesis

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-Clearly presents key research information
-Synthesizes learning and insight from each area (market, consumer, creative, media)
-Allows advertiser to better see the inter-relationships among diverse types of sources of information

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Systematic Random Samples

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Provide data identical to simple random with the added advantage of simplicity
You begin with a sample frame and select random starting point and take the nth name after

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Teleology

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----> The study of ends or final causes, especially as related to the evidence or design or purpose in nature.

Utilitarianism
----> Focuses on society as a unit of analysis and stresses the consequences of an act in evaluating its ethical status rather than the intentions behind it.
----> Correct course of action promotes the greatest number of good

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The Consumer

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-Effective advertising is based on thorough understanding of target audience
-Three dimensions of target audience analysis

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The Market

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-Research-driven analysis is key
-Research addresses “big issue” questions
----> Key trends, competitive environment, technology advances/impacts, advertising problems and opportunities
-Current & potential future trends
-Forces shaping the marketplace
-How market forces affect brands & advertising

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Theory

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A systematic explanation for the observations that relate to a particular aspect of life
---> a system of hypotheses

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Three Dimensions of Target Audience Analysis

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-Consumer trends (consumer attitudes, lifestyle, behavior)

-Relationship between consumers and brand (segmentation research)

-How consumers interact with a brand (purchases are rational or emotional? lots of thought or a little?)

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Three main types of Quantitative research:

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1. observation
2. Physiological
3. Survey - Experimental

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Types of non-probability sampling

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convenience
---> easily accessible

judgment (purposive)
--->stereotyping
---> experts opinion on who may be best to interview

Snowball
---> Current study participants are used to recruit new respondents
---> typically used for very small, hard to reach or specialized populations

Quota
---> extended form of judgment sampling
---> ensures demographics or other characteristics are sufficiently represented

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Types of probability sampling

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simple random sampling
---> random selection, flip a coin

systematic
---> find random starting point and take every number person thereafter

Stratified
---> either proportional or disproportional
---> determine classification criteria for each strata, determine total sample size, randomly sample from each strata

Cluster (area sampling)
---> Assign individuals to strata, determine final sample size, take an equal number from each strata

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under-registration

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-Type of sampling frame error
-Frame smaller than population

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Universality

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every act should be based on principles that everyone can act on
-free speech

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Use Census when...

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-population of interest is small and identifable
-sampling might eliminate important cases from the study
-Credibility requires consideration of all members of population

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Use sampling when...

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-Pragmatic reasons:
---> time and cost, feasibility, logistics
---> Research projects have budget and time constraints
---> Sampling cuts costs, reduces labor requirements, gathers info quickly

Accurate & reliability reasons
---> can be more accurate than census
---> Most properly selected samples give sufficiently accurate results

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uses of secondary research

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directly answer an advertisers info needs, provide important insights prior to the conduct of primary research, contribute to questionnaire development

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utilitarianism

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"greatest good for the greatest number"

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What are the four contributions of advertising research?

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1. Market
2. Consumer
3. Creative
4. Media

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What are the four types of syndication information?

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1. media ratings
2. target audience media usage and demographics
3. advertising expenditures
4. consumer trends

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What is advertising?

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paid, mass-mediated attempt to persuade or inform
can be creative, artistic, intuitive
good advertising is subjective

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What is the full research proposal?

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1. executive summary
2. background
3. problem statement
4. methodology
5. cost
6. timing
7. appendices

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What part does media analysis and placement play in advertising?

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• Identify & evaluate opportunities
• Analyze & select target markets
• Plan & implement the marketing mix
• Analyze market performance

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working population

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list of elements from which a sampling my be drawn

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Two main functions of research to finished creative

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1. Help advertisers determine advertising success
---> studies monitor changes in attitude, beliefs, and behaviors
2. Demonstrate that claims put forth are not deceptive

*research can be conducted internally or externally to the campaign

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Benefit to using research in decisions?

Back 86

Increases the likelihood that:

1. Appropriate insights into the marketplace will be drawn
2. Strongest creative approach will be selected

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Steps in The Advertising Research Planning Process

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1. (Market, Consumer, Creative, Media) Research
2. Synthesis (combine research)
3. Tactics, Actions (advertising is created and placed)
4. Evaluation, revision
5. Revisit step 3 as necessary

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Evaluative Research

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Using research to monitor and assess how well tactics & actions are actually working

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Information Users

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-Individuals with direct responsibility for brand and advertising related decisions
-involved in all stages of the research project
-Brand managers and Research Specialists

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Two main functions of Agency Researchers

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-Respond to informational needs by planning, conducting, & analyzing research as well as examining secondary research
-Work closely with client's research department to make certain that research conducted by the client is communicated to agency personnel

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Research Specialist

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Custom research supplier
Hired on project by project basis
Assist in any phase of research
Proprietary (a single client pays and only that client receives the info)

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Syndicated research firm

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Provide expertise in a particular area
collect and sell same information to all companies

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Trade Associations

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organizations founded & funded by businesses that operate in a specific industry

-Provide a consistent face of the medium to advertisers & the public
-Provide information that can facilitate deeper understanding of that medium. (thru research)

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Field Services

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Perform actual collection of data
Data collection specialists who collect data on a subcontract basis for agency and client research departments
EX: Applied Market Research

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Three stages of an advertising research project

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1. Preliminary discussion & agreements (identify communication/marketing problem or opportunity, justify research)

2. Planning & data collection (operationalizes agreements)

3. Application (carried out after data is collected)

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Steps in the development of the Research Problem Statement

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1. Define Problem / Justify Research
2. Specify Informational Needs
3. Complete problem statement
Then... To "planning & data collection"

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Steps in Research Planning and Data Collection

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1. Specify type of research (primary or secondary)
2. If Primary, qualitative or quantitative
3. Determine sampling plan
4. Select data collection method
5. Estimate cost and timing
6. Obtain approvals
7. Prepare materials
8. Conduct research
9. Prepare data for analysis
Then... To "application"