mc 3018 role of reseach - THENATUREOFSCIENCE TodaysAgenda...

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?
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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 . . .
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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

… 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.