mc 3018 role of reseach

Mc 3018 role of - THE NATURE OF SCIENCE and THE ROLE OF RESEARCH Copyright © 2010 Margaret DeFleur Today’s Agenda MC 3018 Foundations of Media

Info iconThis preview shows pages 1–15. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: THE NATURE OF SCIENCE and THE ROLE OF RESEARCH Copyright © 2010 Margaret DeFleur 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 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 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 Going to Paradise Island … Going to Paradise Island … Good Idea? Realistic? RESEARCH EXAMPLES . . . MC 3018 - Foundations of Media Research 7 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 … 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 – a halo of goodwill – more opportunity to process and learn about sponsor’s information 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 … 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 … 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. … research design • a series of natural quasi-experiments • data: 2002 2003 2004 • telephone survey • sample: 1,040 …univatiate statistics Minimum Maximum Mean S.D....
View Full Document

This note was uploaded on 10/19/2011 for the course MC 3018 taught by Professor Jeong during the Spring '08 term at LSU.

Page1 / 47

Mc 3018 role of - THE NATURE OF SCIENCE and THE ROLE OF RESEARCH Copyright © 2010 Margaret DeFleur Today’s Agenda MC 3018 Foundations of Media

This preview shows document pages 1 - 15. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online