Term
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Definition
1-Can Save Money-avoiding incorrect decisions, helping to find correct strategies, shortening time required to introduce new initiatives, indicating opportunities for new products.
2-Lets you gain on competitors-by tracking what the competition is doing or discovering new opportunities.
3-Lets you adapt to change, whether in society, in the economy, in your generic business, or in your specific firm or organization.
4-Can help with internal operations-may lead to synergy between departments.
5-May help retain business or grow your business and reap profitable rewards from your business
6-Can lead to discovery of new opportunities for new products or services |
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Term
| List, define, and discuss the three key variables in determining if it is necessary to conduct research as discussed in the Jugenheimer text. |
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Definition
A) Ambiguity
o Refers to the confidence level of research
o Business decisions are made at a 60% level of confidence
o Pay for reducing level of ambiguity through time and money
B) Cost (Budget Constraints)
o More cost means spending more time usually
o The more confident you are in a research result, the more money it costs
o Primary research costs money
o Research company can recruit respondents, pay for an incentive, and then the actual research and analysis
C) Time
o Pay for lowering the level of ambiguity
o If you need an outcome today, then it is unlikely you can conduct a primary research study with a large sample size
o Dictates the number of people you talk to is “good enough” or is enough to feel confident
o Can dictate whether research can be considered out |
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Term
| Explain and discuss the issues of bias and credibility as discussed on pages 287-289 |
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Definition
• the key reason to select an outside research firm to conduct a research study is to maintain objectivity and have results that are credible--- eliminates bias
• eliminates the possibility that you are too close to the situation to be objective
• more credible for a third party to say that your creative is liked by consumers rather than the agency saying it |
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Term
| Discuss the difference between marketing research situations and advertising/public relations situations discussed on page 295-298 |
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Definition
o Marketing research looks at a brand from all angles
• The 4Ps
• Looks for a quantitative study that will be acceptable to senior management
• Look to understand the behavior of the target market
Wants to know who is buying the brand, why they buy it, and how often
o Advertising is looking for emotional aspects of a situation, which require qualitative methods that may be more intuitive than definitive
• Will want to know how a brand fits within his life
• Is there a form of emotional attachment that the consumer has
• Advertising/Public Relations Research Situations
o Emotional business but research is a rational business
o A big challenge in the advertising business is to understand the emotional connection that a message and or creative expression might have on consumers
• Two areas that gain the most research attention in the PR field are creative and media
Ex: trying to change a brand’s message to consumers
Ex: spent 40 million on advertising and less than 2 percent recall the message→ creative problem
• Power of advertising is all about delivering a compelling message in an equally compelling manner
Ex: advertising reaching our target market?--> media problem
Media can be paid or unpaid |
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Term
| What are the three advantages to using secondary research? |
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Definition
1. The majority cost associated with research is the time you spend researching, analyzing, and reporting the information
• ***the cost is minimal
2. US Census is a huge and trusted source
• client won’t spend the money that the US Census Bureau does
3. Resulting time you have to analyze a study
• you are not concerned with developing the study, only with analyzing and interpreting the results
THUS, you have the luxury of time, which may not be possible with a primary study |
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Term
| What are the three disadvantages to using secondary research? |
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Definition
1. A specific study probably wasn’t done just for your client without your client funding it
• **difficult to get specific data on your topic
2. May have limited knowledge of the research methodology and collection of data
• you don’t know how the study asks specific questions; may lead to conflicting viewpoints
3. Lack of depth on a topic
• you do not have access to all the data collected for the study, so it is impossible for you to go beyond what is reported |
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Term
| Define syndicated research found on page 35. |
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Definition
• syndicated research: used in advertising and public relations
o offers big benefits
• not single-sponsored
• **have a number of parties fund the research so that each individual company gets a lot of information for a relatively small amount of money
o syndicated research is the backbone of the media marketplace
• each medium has one or more syndicated studies that provide audience measurement in terms of ratings
o Television and Cable: Nielsen
o Radio: Arbitron
o Magazines: MRI
o Newspaper: Scarborough
o Interactive: Nielsen |
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Term
| List and discuss the five qualitative research methods on page 63-68 |
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Definition
1. Personal Interviews
o taken place directly between individuals
• can be conduced by telephone, internet, face to face
o best approach to use when trying to gather personal reflections such as beliefs, values, and opinions
o useful when it is necessary to probe with follow-up questions and with unscripted question and answer interviews
o tend to be more flexible than other techniques
o format may vary depending on the purpose of the research
• demographic information, especially income, may be best to be asked at the end of the interview after a mutual trust has been built
***ask for categories rather than an exact number
2. Dyadic Interviews
o occur between only two persons
o allow the two people to get to know and trust each other
o interviewer may have a list of topics to be covered, rather than specific questions3. Focus Groups
o very specialized interview
o small number of people are gathered with an interviewer in the same room
• moderator asks a variety of questions, often loosely structured to permit the respondents to interject their own views
o the moderator tries to include everyone, and if someone is holding back, asking direct questions to that person may be necessary
o the group pressure helps get everyone to contribute
o used to uncover opinions and experiences with a product or service
o may last a couple of hours, but the responses are immediate
• 4. Projective Techniques
o purpose is to get the respondents to project themselves into a situation or scenario
• can be a time-consuming technique because one respondent can be questioned at a time
o a: Thematic Apperception Tests (TAT)
• use a picture for which the respondent makes up a story
b: Cartoon tests
• cartoon characters talking about a situation and then showing a blank cartoon “balloon” into which the respondent is to interject his responses
o c: Story completion
• begins with a short tale read by the interviewed, who then asks the respondent to complete the story
o d: Word association
• provides only a single word at a time, with the respondent saying the first thing that comes to mind
believed to bring “top of mind recognition”
5. Ethnographies
o extensive fieldwork is required to gain
o researchers must maintain their impartiality and not influence the behaviors or relationships in any way
o require a good deal of time to complete, which is a problem for those who work under a deadline
o story about the product and brand
• observational research—you get immersed in a culture |
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