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mc 3018 role of reseach

mc 3018 role of reseach - THENATUREOFSCIENCE TodaysAgenda...

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THE NATURE OF SCIENCE    and  THE ROLE OF RESEARCH  Copyright  ©  2010 Margaret DeFleur
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Today’s Agenda MC 3018 - Foundations of Media Research 2 Alternatives to Science Methods of Knowing Scientific Research Assumptions of Science Advantages of Research  Common Errors  and Limitations of Research Mass Communication Research
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What is Research? MC 3018 - Foundations of Media Research 3 An attempt to discover something We all do this every day The number of things we must analyze,  test, or evaluate to perform daily tasks Examples Most direct route to destination MC3018 session selection Effects of media content on  attitudes and behavior
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What is Research? MC 3018 - Foundations of Media Research 4 All research, whether formal or  informal, begins with a basic  question or proposition about a  specific phenomenon
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Going to Paradise Island …
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Going to Paradise Island … Good Idea? Realistic?
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RESEARCH EXAMPLES . . . MC 3018 - Foundations of Media Research 7
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How do  television billboards   influence audiences’ evaluations  of sponsors’ brands and  advertisements?    This portion of  SB XLII   is  brought to you  by   THIS and  THAT .”   THIS THAT
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… television billboard A television billboard is  a 5 to 10 second identification of a sponsor  during a broadcast delivered in two modalities: visual & auditory Advantages  halo of goodwill   more opportunity to process and learn about  sponsor’s information
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Brought to You by … Brought to You by …     The Impact of Television Billboards  The Impact of Television Billboards  on Advertising Effectiveness in  on Advertising Effectiveness in  Sports Broadcasts Sports Broadcasts
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… sponsorship Commercial sponsorship has become a major  marketing activity since 1984 Olympics Advantages: Event organizers Create/Increase the significance of an event  Marketers Reach sizable but specifically defined audiences  Generate positive publicity & goodwill
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… hypotheses H1 :   Brands identified during a sports  broadcast through television billboards  will be   more recognized  than ones that  are not identified. H2:   Brands identified during a sports  broadcast through television billboards  will be  more favorably evaluated  than  ones that are not identified.  
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… research design •  a series of natural quasi-experiments •  data: 2002      2003     2004  •  telephone survey •  sample: 1,040
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…univatiate statistics Minimum Maximum Mean S.D.
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