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Exam 1 Study Guide

Exam 1 Study Guide - ADPR 3140 Exam#1 Study Guide 1 Stages...

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ADPR 3140 Exam #1 Study Guide 1. Stages of the advertising research process. a. Problem Definition i. Selection of alternatives ii. Problems and opportunities iii. Knowledge and understanding b. Determine research design i. Exploratory research – gaining ideas and insight ii. Descriptive research – determining the frequency with which something occurs iii. Causal research – determining cause and effect relationships iv. All are related and help each other c. Determine data collection method i. Primary research ii. Secondary research iii. Surveys, experiments, content analysis, longitudinal research, in-depth interviews, focus groups, field observations d. Design data collection forms i. Questionnaire ii. Scales of measurement e. Select the sample i. Sample size, procedure, how to? ii. Decide what group will be observed or questioned f. Collect the data i. Who will collect it? ii. How long will it take? iii. Supervision? Quality? g. Analyze and interpret the data i. Coding and editing ii. Basic analysis functions h. Prepare research report i. Audience background, sophistication, and objective 2. Process of Account Planning a. Data i. Primary and secondary resources b. Information i. Analysis and sense-making c. Insight i. Intuition and judgment using creative interpretation, look beyond the obvious to the subtle d. Inspiration i. You must move people to act on your insights 3. Secondary resources
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a. Advantages i. Easy access ii. Low cost and time to acquire iii. Clarification of research question b. Disadvantages i. Problems of data fit ii. Problems of accuracy c. Internal sources i. Data generated within an organization d. External sources i. Generated outside of the organization 4. Segmenting vs. Targeting a. Segmenting i. Identifying the certain groups of consumers who have similar characteristics b. Targeting i. Analyze, evaluate, prioritize, and select some of those consumer segments as the most profitable groups of people 5. VALS Categories (see worksheet) a. Innovators b. Thinkers c. Believers d. Achievers e. Strivers f. Experiencers g. Makers h. Survivors 6. Brand Personality a. The human characteristic associated with a brand b. Symbolic meaning of brands that goes beyond physical attributes and functional beliefs c. Evaluated by 5 dimensions i. Sincerity ii. Excitement iii. Competence iv. Sophistication v. Ruggedness d. Measurement i. Quantitative research ii. Qualitative research iii. Survey iv. Word-association task v. Sentence completion 7. Survey Research a. Advantages
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i. Investigating problems in realistic settings ii. Useful in describing the characteristics of a large population iii. Relatively inexpensive iv. Data gathering process is relatively easy v. Not constrained by geographical boundaries b. Disadvantages i. The survey data cannot prove causality ii. Inappropriate wording or placement of questions can bias the results of the survey iii. The wrong respondents may be included iv. Some survey research is becoming difficult to conduct (ex. Telephone survey: call blocking, called ID) 8. Mail, Telephone, Person-to-Person, Online Surveys a.
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