Sensory vs. cultureCoke vs. PepsiHippocampus & prefrontal cortexIdea – method – resultScientiic Method-systematic techniques used to analyze empirical evidence in unbiased attempt to confirm or disprove prior conceptions5 tenets (distinguish the scientific method from other ways of knowing (intuition, etc….)Logical, empirical (measurable, verifiable) + objective systematic (cumulative), predictiveDialectics of ResearchThere is no one way to do (advertising/social scientific) researchMuch of the power of (adv/soc sci) research lies in the many approaches it comprisesSome dialectics: basic and applied, qualitative & quantitative, inductive & deductive, idiographic & nomotheticBasic – conducted to expand the boundaries of knowledge itself, to verify the acceptability of a theoryApplied – undertaken to answer questions about specific problems or to make decisions about particular courses of actionDialectics: quali and quantQualitative: primarily uses open-ended probing questions-common forms include in-depth interviews and focus groupsMost appropriate when one needs-background information when little is known-information to assist in problem formulation-a deep understanding of consumer’s attitudes, feelings, beliefs, and behaviorsQuantitative best used when…- generalizability is important- statistical differences between groups must be determined- statistical analyses are requiredThree main types:ObservationPhysiologicalSurveyPlus, EXPERIMENTALDialectics: deductive & Inductive-deductive: from particular to general/from a set of specific observations to the discover of a pattern-inductive: from general to specific/from a pattern that might be logically or theoretically expected to the observations that test whether the expected pattern actually occurBASIC APPLIED FIELD LAB RESEARCH TYPESStages of Research Process-Preliminary Discussions and Agreementsselection of problem (first and most important_-Planning and Data Collectionreview of existing research or theorydetermination of hypothesis or RQdata collection-Analysis and Applicationanalysis and interpretation of datareport (key results)Preliminary Discussions and AgreementsThe Problem Statement-what is the issue that you/your client needs to resolve?-how will research be a worthwhile investment in resolving this issue?What do you need to learn in order to resolve the issueDefine problemWhat is issue needed to resolve?Three General Categories of Problems-evoluate alternative choices-list each alternative-list decision to be made as a result of research-Better understand needs/opportunitiesstate why a need or opportunity existsstate how research will address the need or opportunity-Increase knowledge on particular topicaddress what type of information is neededaddress why this information is needed/how it will be usedJustify the need for research-not as important as defining problemprobably done by marketing/finance people on client side_one of two questions to ask-is the value of the information we get larger than the cost of getting it-is the cost of making the wrong decision arger than the cost of getting the information?Stages of research process-Preliminary Discussions and Agreements1. selection of problem (first and most important)Planning and Data Collection2. Review of existing research or theory (lit review)3. determination of hypothesis or RQ4. data collection (choice of research method)Analysis and Application5. analysis and interpretation of data6. report (key results and implications)selection of problem-define-justify research-informational needsReview of existing research-trace the historical development of the research area (for a given time period)-summarize existing iterature-critical examination (w/your opinions) not listing of what X said on the subject Bindicate what the findings mean/what needs further studycritically evaluate existing research and then find some research gapsstating a hypothesis or RQafter identifying research problem and reviewing the existing literature…-hypothesis – a former statement regarding the relationship between variables-research question – formally stated question intended to provide indications about something (not limited to investigating relationships between variables)Difference?-RQs – only general areas of investigation (gather info to help the researchers define and test hypothesesHypotheses – testable statementsChoice of research method-type of research-primary research vs. secondary researchSecondary researchWhat is it?Seeking and re-analyzing information that has been collected and analyzed byothers, usually for a different purpose than the researcher’s current, specific informational need.How is it used?Directly address informational needsProvide insight prior to primary researchHelp in development of research instrumentsPros?QuickerCheaperCons?AvailabilityRelevanceSufficiencyAccuracy (“goodness”)Evaluating accury?Purpose-why?Methodology – How?Source – WhoConsistencyTypes of sources?InternalUsually comes from the agency or the clientExternalNewspapers, magazinesAcademic journalsConsumer dataMedia use data (eg Nielson)Ways to find this stuff?LibraryDatabasesInternetPrimary ResearchWhen to conduct primary research?When secondary research-unavailableinsufficienttoo expensiveTypes of primary research: Quali and QuantThese two types of research are complementary and NOT mutually exclusive (often used to inform one another)Data collection, analysis, interpretationMake your data interpretableAll data should be processed or transformed for quantitative and qualitative analysisThen, you should interpret the collected data for the purpose of drawing conclusions that reflect on the interests, ideas, and theories that initiated the research inquiryReporting ResultsThe format – depends on purpose of researchBut, there exists a generally accepted format I(L)MRDExamples?Assignment2: introduction (w/lit review) – Method – Expected Results – Discussion (contribution)Reporting ResultsIntroduction: what you studied and why it’s important- identify problem and state importance (why should I read this?)- review relevant research- identify a gap or “research space”- State research aim: research questions and establish hypothesisMethods: how you studied it- describes context and setting of the study- specifies the study design and materials used- describes data collection instruments and procedures-Results: what you saw- tell your story!