Study Guide for Ad Research Quantitative Research Goal Precision Surveys Accurate information Accurate decision making Better chances of being successful Survey a series of formatted questions delivered to a defined sample of people respondents A questionnaire is the specific set of questions that respondents answer Respondents are a representative sample of people Gathering information via surveys Quick Inexpensive Efficient Accurate Flexible Types of Surveys Cross Sectional One time survey like a snap shot Trend Different groups of similar people Panel Studies Follow same people overtime Cohort Specific group such as a target audience Problems with Wording Questions Leading Suggest a particular answer force respondents to think something might be true even if its not Double Barreled Questions Do you believe that private citizens have the right to own firearms to defend themselves their families and property from violent criminal attack Every question in a survey is intended to measure something Every question should only measure one thing Double barreled questions lead to inaccuracy and survey error A trial run with a group of respondents to iron out fundamental problems in the instructions of survey design Avoid Double Negatives Pretesting Two Major Problems with Survey Research Poor designs Improper execution Nonresponse Error Most nonresponse error comes from respondents not answering individual questions while taking a survey A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth A category of response bias that results because response styles vary from person to person some individuals tend to use extremes when responding to questions Response Bias Extremity Bias Auspices Bias Bias in the response of subjects caused by the respondents being influenced by the organization conducting the study Social Desirability Bias Bias in responses caused by respondents desire either conscious or unconscious to gain prestige or appear in a different social role Acquiescence Bias Interviewer Bias Administrative Error A category of response bias that results because some individuals tend to agree with all questions or to concur with a particular position A response bias that occurs because the presence of the interviewer influences answers Improper administration of the research task Interviewer cheating Data processing error Sample selection error Interviewer error Media Skepticism the degree to which individuals are skeptical toward the reality presented in the mass media A series of items arranged according to value for the purpose of Scale quantification A continuous spectrum Question Development Forms Closed Ended Open Ended Nominal Categorizes labeled data Specify gender Indicate yes or no Pre defined response categories Four Levels Nominal Ordinal Interval Ratio Encourages free response Check all that apply Ordinal Rank orders data without specifying magnitude of distance Rank from most important to least important Interval Ratio Likert Scale Rank order with comparable magnitude between choices assumed equal Indicate your level of agreement N O I characteristics with verifiable absolute distances between choices Agreement Disagreement scales Validity the ability of a scale to measure what was intended to be measured Reliability the degree to which measures are free from random error and therefore yield consistent results Question Design A questionnaire is only as good as the questions it asks Leave the sensitive topics for last Move from general to specific Avoid complexitiy Avoid leading and loaded questions Avoid ambiguity Avoid double barreled items Avoid making assumptions Avoid burdensome questions Open ended questions are analyzed as nominal data Nominal categories Basic Analysis of Quantitative Data Descriptive Analysis The transformation of raw data into a form that will make them easy to understand and interpret Nominal Ordinal lower levels of measurement Interval Ratio higher levels of measurement Tabulation orderly arrangement of data in a table or other summary format Frequency Table the arrangement of statistical data in a row and column format that exhibits the count of responses or observations for each category assigned to a variable Consumer Segmentation and Product Positioning Market Segmentation The process of dividing a market into distinct groups that have common needs and will respond similarly to a marketing action What is targeting Targeting is the focus of all marketing activities toward a previously identified profitable segment of a market A true market segment meets all of the following criteria Distinct from other segments Homogeneous within the segment Responds similarly to a market stimulus The Benefits of Market Segmentation To Firms Efficient use of resources Avoid direct competition To Consumers Specialized needs met Reduced search cost To Society New and better products Increased standard of living Majority Fallacy Focusing on the larger average segment Neglecting the smaller less typical segments Largest segment most competitive Largest segment is usually not the most profitable Demographics Age Gender Income Education Occupation Marital status Ethnicity Geographics Total population Population Density Regional Differences Climate Psychographics Attitudes Beliefs Personality Values Lifestyles Product Brand Positioning The way in which a product brand is ranked in the consumer s mind by the benefits it offers by the way in which it is classified or differentiated from the competition or by its relationship to certain target markets Major Goal Make your brand product stand out in the consumers mind Effectiveness Measures Holy Grail Accurate evaluations enhance the success of a marketing advertising campaign What is effectiveness It depends on what your objectives were Account planners ask 3 basic questions Whether or not to measure When to measure developmental or evaluative What to measure Four Stages of a Campaign Beginning of creative process Middle and End of Creative Process While Ad is Appearing in the Media After the Ad has Appeared in the Media Concept Testing Test of strategic development Focus Groups Mall intercepts One on one interviews Find out peoples reactions to proposed products ideas and advertisements Copy Testing Purpose Used to predict the effectiveness of an ad or an entire campaign Value Evaluating ads in terms of such concepts as awareness