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Terms in this set (29)
5 steps of the Research Development Plan
1. define the problem
2. determine methods
3. data collection
4. analysis and interpretation
5. action steps
4 questions in advertising that Research solves:
1. what is the best target audience for this new product?
2. What attitudes do consumers have about this ad campaign?
3. Does placement of ads matter?
4. Is one ad more effective than another?
4 questions in PR that Research solves:
1. who is the best spokesperson?
2. Does the medium affect acceptance of the messages?
3. Is one message more influencing than the others?
4. What is the strength of the attitudes of our audience toward our message?
Research agencies help their clients by
-identifying and evaluating opportunities
-selecting target markets
-evaluating market performance
-implementing and planning the marketing mix
What 4 questions do we consider before doing marketing research?
1. Do we have time before the decision needs to be made?
2. is the information already available/adequate enough to make our decision?
3. is the decision of considerable importance?
4. does the value exceed the cost of conducting it?
10 benefits of research in strat comm
1. helps exec stay in touch with audience
2. helps exec stay in touch with stakeholders
3. helps confirm existence/significance of problems
4. helps guide strategies efficiently
5. helps prevent unanticipated effects
6. provides measure of accountability
7. save money by avoiding bad decisions
8. maintaining business
9. adapt to changing environment
10. internal operations
What are the defining characteristics of qualitative research?
inductive, subjective, answers why, depth and richness, data is presented in words/pictures
What are the defining characteristics of quantitative research?
deductive, objective, answers what or how many, data is presented in numerical or statistical form
Why do research in PR?
-assists in the planning process
-tests the message for readability
-can help analyze coverage (prominence/competition)
-can help secure publicity
-can demonstrate where the money is being spent
What are 4 ways to see if your measure is reliable?
-use someone else's measure
-ask the same question a bunch of different ways
-establish with statistics
What is a trend sample?
creating multiple cross-sectional studies over time
What are the 6 main considerations when writing a good survey?
1. question development
2. word selection
3. question order
4. grouping questions
5. branching or contingency
WHat does Q stand for?
What does C stand for?
WHat does E stand for?
WHat does P stand for?
5 characteristics of polls?
1. gauge public opinion
2. are more reliable than anecdotes or interviews
3. can influence public policy
4. can influence strategic decisions
5. can either be scientific or unscientific
4 factors--When do we conduct surveys?
-do we know enough aboutt he topic?
-does the information already exist in another source?
-can people just tell you what you need to know?
-will people give you truthful answers?
8 steps in the survey research process?
1. identify the population
2. determine your sampling strategy
3. develop questionnaire
4. pretest questionnaire
5. recruit and train interviewers
6. run the survey
7. enter and prepare data
8. analyze data and present findings
Advantages of electronic surveys
speed/low cost, skipping opps, and it can be loaded directly into a statistical package
Disadvantages of electronic surveys
you dont know who is taking it, you cant clarify any questions, you wont be able to reach everybody, emails change a lot, and anonymity is often an issue
Avoid CAMPI in surveys
Complexity, Ambiguity, Memory Burdens, Problem words, implicit alternatives
7 important things to disclose
-who sponsored the survey
-size of sample
-wording of questions
-anything that lead you to a conclusion
Official definition of coding
tagging text or other data using a system of categories, essentially making variables
Methods of researching methods should be these 3 things, very obviously (SOQ)
4 ways content analysis is used in academic contexts
-describing communication content
-test a relationship of variables
-comparing media content to real world
-establish a starting point for media effects
4 applied used for content analysis?
analysis of media coverage
analysis of social media
3 parts of the frequency table
1. information about the variable
2. an actual count of the data
3. 3 interpretations of the data
-%without missing data
-%with missing data
10 steps in a content analysis
1. decide what you are looking for and how you will find it
2. decide how detailed you want it to be
3. decide how you will define each concept
4. decide how you will record the existence and frequency of this concept
5. develop rules for recording and coding
6. decide what to do with traits that match your definition
7. train assistants or judges
8. conduct your research
9. analyze your findings
10. apply findings to the original problem
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Marketing Research Quiz 1
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