Ch. 15: Research in Advertising
Research in Advertising Three Main Areas
2/24/2008 2:00:00 PM
Copy Testing: Pre-testing an advertisement either at various stages in its development or after completion. Copy testing is performed to measure whether t
Module 2 Chapter 4
o Group of class of subjects, variables, concepts or phenomena
Comm Research Students under Dr. Tedesco
o Measurement error
Test instruments do not contain validity
A question does not validly measure what its intended to
Empirical- measurable and observable. Dont have to be able to see but has to at least be
Systematic and Cumulative- Work builds off of previous work and
Public- everything is easily available to the public
Study Guide Test 1
What is research?
o An attempt to discover something
4 research phases
1. Exploring effects of media.
2. Exploring possible improvement to media.
3. Exploring characteristics of media.
4. Exploring users and uses of media.