PART IV Quantitative Research
Chapter 8 Observation Research:Human and Automated190
Human Observation191
Qualitative or Quantitative?192
Types of Human Observation193
Human Observation: Case Examples196 Automated Observation199
Observing Online Behaviors199
Observing Offline Behaviors203
Observing Consumer-Generated Media203
Applying Chapter Concepts213
Video Consumer Mapping Study213
Campaigning with Social Media216
Summary216
Review Questions217
Application Exercises217
Endnotes219
Chapter 9 Observation Research:Biometrics221
Eye Tracking222
Application of Eye Tracking to Advertising Planning224
Application of Eye Tracking to Evaluation and Revision of Advertising Creative228
Combining Eye Tracking with Retrospective Interviews230
Combining Eye Tracking with Facial Coding and Verbal Response231
Additional Examples of Eye Tracking Applications to Advertising232
Neuromarketing232
fMRI: Activation of Specific Brain Areas234
Overall Brain Activation (EEG) Plus Physiological Measures236
Exclusive Reliance on Physiological Measures238
Alternative Views238
Applying Chapter Concepts239
Tobii Technology Eye Tracking Cases239
Etre Web Site Analysis240
One to One Insight: Emotion, Engagement, and Internet Video240
Applying Chapter Content342
VERB Campaign Evaluation342
Generation Next344
Summary345
Review Questions345
Application Exercises346
Endnotes359
Chapter 14 Experimentation361
Surveys Versus Experiments362
The Characteristics of Experiments364
Independent and Dependent Variables365
Requirements for Causality365
Problems Affecting Internal Validity367
Premeasurement and Interaction367
Testing368
Instrumentation368
Maturation369
Selection and Mortality370
History371
Researcher Bias371
Experimental Design372
Quasi-Experimental Designs372
True Experimental Designs377
More Complex Experimental Designs381
Conducting Experiments Online384
Internal Validity: A Broader View384
External Validity386
Applying Chapter Concepts387
IAB Advertising Effectiveness Study387
Massive Video Game Advertising Test388
Summary389
Review Questions390
Application Exercises391
Endnotes393
Chapter 15 Descriptive Statistics395
Basic Math and Key Measures396
Percentage396
Average396
Median and Mode398
Standard Deviation399
Making Certain You Have Good Data404
Data Review, Decisions, and Editing404
Data Analysis for Specific Question Types406
Classification, Checklist, and Other Nominal Level Questions408
Checklist Questions411
Ranking and Other Ordinal Level Questions414
Rating Scales and Other Interval Level Questions415
Constant Sum and Other Ratio Level Questions417
The Importance of Subgroup Analysis418
Data Analysis in Action420
The Situation420
The Analysis420
Conclusion426
Summary426
Review Questions426
Application Exercises427 Endnotes431
Chapter 16 Inferential Statistics433
Statistical Significance434
Making Judgments about A Single Measure from One Sample436
Comparing a Sample Average to a Population Average437
Comparing a Sample Proportion to a Population Proportion439
Examining the Internal Characteristics of a Single Sample440
Making Judgments about a Single Measure from Two or More
Independent Samples441
Comparing Two Means441
Comparing Three or More Means443
Factorial Designs: Making Judgments about the Simultaneous Influence of Two or More Variables445
Neither Factor Is Significant, No Interaction Between Factors446
One Factor Is Significant, No Interaction Between Factors447
One Factor Is Significant, There Is an Interaction Between Factors449
Two Factors Are Significant, No Interaction Between Factors451
Neither Factor Is Significant, There Is an Interaction Between Factors452
Making Judgments about the Relationship between Two or More Measures453
Correlation453
Chi-Square456
A Caution Regarding Statistical Tests457
Summary457
Review Questions458
Application Exercises459
Theory Underlying Statistical Significance461
The Normal Curve461
The Standard Normal Curve, Standard Deviation and Area Under the Curve462
Area Under the Curve and Probability463
Hypothesis Testing463
Endnotes466
PART V Applied Topics
Chapter 17 Segmentation468
How Advertisers Use Segmentation471
Criteria for Selecting Segments473
Variables Used in Segmentation474
Demographic Segmentation474
Geographic Variables476
Psychographic Variables477
Category and/or Brand-Related Attitudes and Behaviors480
Conducting Original Segmentation Research482
Explicitly State the Research Question(s)482
Identify the Range of Classification and Descriptive Variables482
Reduce the List of Segmentation and Descriptive Measures484
Sample and Survey the Population484
If Necessary, Reduce the Data to a Manageable Number of Factors or Dimensions485
Use the Classification Variables to Form Segments485
Additional A/B Test Considerations602
Limitations of A/B Testing605
Full Factorial Designs605
Multivariate Testing608
An E-mail Multivariate Test608
Advantages and Limitations of Multivariate Testing610
Campaign Evaluation612
Considerations in Campaign Evaluation612
Applying Chapter Concepts615
Mapes and Ross Natural Exposure Copy Test615
National Tobacco Youth Campaign Evaluation616
Summary617
Review Questions618
Application Exercises619
Copy Testing from a Legal Perspective625
Universe Definition and Sample Selection626
Research Design and Use of Control Groups627
Questionnaire Design and Question Formats629
Interviewer Qualifications, Training, and Techniques630
Data Analysis and Presentation630
Research Project Administration631
Endnotes632
Chapter 21 Reporting Research635
Characteristics of Good Report Writing636
Clarity and Conciseness636
Completeness638
Coherence638
Care638
The Need for Review639
The Written Research Report640
Title Page640
Table of Contents and List of Illustrations/Figures640
Executive Summary641
Background643
Methodology645
Findings646
Conclusions647
Recommendations and Next Steps647
Appendices647
The Oral Research Presentation647
Improving Powerpoint or Similar Slide-Based Presentations648
The Researcher As Presenter650
Using Tables and Charts Effectively651
Considerations for all Tables and Charts651
Numeric Tables654
Bar Charts654
Pie Charts657
Line Charts659
Software Options for Chart Creation600
Special Considerations for Presenting Qualitative Data661
Applying Chapter Concepts662
Summary663
Review Questions663
Application Exercises664
Endnotes665
Index667
Research Is Not the Same As Number Crunching
Not all research is numeric. Focus groups and similar forms of research do not even use numbers to summarize the research findings. Quantitative research, on the other hand, entails numeric calculations and, when appropriate, the application of statistical techniques. However, these are only the tools one uses to find out what the numbers mean and imply for the decisions that need to be made. The value of research lies not in number crunching but in interpretation. Computers can quickly do the math. However, computers cannot tell us what the numbers mean nor what their implications are for the decisions that must be made. Thinking, insightful people are needed to bring meaning to the numbers. As a consequence, successful advertising researchers are not necessarily those who are good at math. Successful advertising researchers are those individuals who are good at thinking, finding patterns, and explaining what a finding means as opposed to what it says.
This edition of Advertising Research: Theory and Practice emphasizes the interpretation of research. It views numeric analyses as a means to the discovery of insights, rather than an end in themselves. This is seen in both the text itself and in the research reported in the online supplemental readings. You will see that numeric analyses are absent in many of these research studies and in others only basic math is used to analyze the data. In all cases, however, it is the interpretation of the data that provides the value of the research.
The Best Research Is Creative Research
The planning, conduct, analysis, and presentation of research are creative processes. As you read the text and the supplemental readings, you will see that it takes a great deal of creativity to clearly identify a research problem, design the most appropriate research, create the most useful questionnaire or interview guide, and analyze and present the findings in a way that maximizes the usefulness of those findings to decision makers. It is easy to design bad research. It is easy to present research findings that decision makers ignore because the findings are viewed as simplistic or irrelevant. Creative research is much more difficult to design, interpret, and present, but the findings and insights provided by creative research are welcomed and valued. Advertising Research: Theory and Practice provides you with the knowledge and skills that you need to be a creative research end user or designer. Each chapter, as well as the supplemental readings, provides numerous examples of the creative side of research.
Reading the Text
Every attempt has been made to make the information in Advertising Research: Theory and Practice useful, accessible, and understandable. Nevertheless, some content is by its very nature difficult to understand. With this in mind, it is recommended that you begin each chapter at its end. Read the review questions before you read the chapter. This will help you identify key terms and concepts. Then read the application exercises. This will help you understand the type of situations to which the chapter content is applicable. Then read the chapter. Finally, answer the review questions and any application exercises that you are assigned. Your postreading performance on the review questions and application exercises will help you distinguish between concepts you have successfully learned and those that you need to review. Finally, conclude each chapter with relevant
online supplemental readings. This will help you most clearly see how chapter content applies to real world situations.
TO THE INSTRUCTOR
Advertising Research: Theory and Practice is divided into five parts. This organization of the text, coupled with its breadth of coverage, provides a great deal of instructor flexibility with regard to which topics are covered over the course of a semester and the order in which topics are presented. Additionally, the reports and presentations provided in the online supplemental readings allow instructors to develop multiple assignments to reflect their own course priorities.
Parts I and II provide an introduction to issues related to all research. The discussion in Part Iprovides a framework for the planning and conduct of research (Chapter 1) and introduces students to ethical considerations in research, paying particular attention to research ethics in an online environment (Chapter 2). Section II discusses sources of information in research: secondary information (Chapter 3), and samples and sampling (Chapter 4).
Part IIIfocuses on qualitative research. Chapter 5provides a detailed discussion of approaches to the collection of qualitative data, introducing the student to a broad range of qualitative data collection techniques including qualitative interviewing, projective techniques, repertory grid, and laddering. Chapter 6discusses the planning and conduct of focus groups, while Chapter 7provides detailed guidance for the analysis of qualitative data.
The nine chapters in Part IVcompliment the qualitative discussion with a focus on quantitative research. The section begins with two chapters on observation research. Chapter 8discusses human and automated observation of consumer behavior, with significant discussion focused on relating the observation of online behaviors to advertising decision making. Chapter 9explores the increasing use of biometric research by advertising decision makers and discusses eye tracking, brain wave analysis and combined physiological approaches. Chapters 11through 13focus on data collection. After a discussion of measurement and related issues (Chapter 11), the discussion continues with a focus on how to phrase and construct survey questions (Chapter 12) and questionnaire design (Chapter 13). The discussion of experimentation (Chapter 14) is followed by two chapters that address quantitative data analysis through descriptive and inferential statistics (Chapters 15and 16).
Part V, the concluding section, focuses on topics of specific interest to advertisers and advertising researchers. Topics include segmentation (Chapter 17), brand mapping including perceptual mapping (Chapter 18), concept and communication testing (Chapter 19), and post-production advertising testing and optimization (Chapter 20). The section concludes with a discussion of how to best prepare and present research findings (Chapter 21).
TEACHING AIDS
PowerPoint Presentations (0132128349)
A comprehensive set of PowerPoint slides that can be used by instructors for class presentations or by students for lecture preview or review is available.
how to organize, interpret, and draw implications from secondary research. Chapter 4 provides five case studies drawn from the Pew Research Center that illustrate how sampling plans for different research studies are customized to respond to a research project’s unique information needs.
Chapter 6presents the supplemental readings for the qualitative chapters. The readings relate to the planning and results of focus groups designed to provide insights for an advertising campaign designed to reduce the incidence of individuals driving while drowsy. The screener, moderator’s guides, advertising concepts, and focus group results are all provided.
Supplemental readings are provided for five of the quantitatively oriented chapters in Part IV.
•Chapter 8contains two examples of observation research. The social media program designed by Amnesty International to reduce violence against women uses automated observation to evaluate the success of the campaign while the Video Consumer Mapping Study reports the results of the human observation research study of consumers’ media usage.
•Chapter 9presents the results of different applications of biometric research: Tobii Technology provides several case studies that illustrate the use and application of eye tracking research to advertising testing, Etre provides its application of eye tracking to Web site analysis, One to One Insight provides its research report “Emotion, Engagement and Internet Video,” and Mindscope provides the results of an fMRI advertising test.
•Chapter 12presents the results of two research studies with a focus on the questions used for data collection. The Razorfish Digital Brand Experience Report/2009 is designed to provide an in-depth understanding of how the evolving digital environment is changing the way that consumers interact with brands.
The Cossette 2009 Social Media Study is designed to gather insights on consumers who use social media, specifically, to provide an in-depth understanding of social media penetration as well a social media users’ motivations, behaviors, and attitudes.
•Chapter 13provides three examples of actual questionnaires to support and extend the text’s discussion of question writing and questionnaire design.
•Chapter 14provides two examples of advertising-related experiments. The first study reprints the Executive Summary from the groundbreaking Interactive Advertising Bureau’s “Online Advertising Effectiveness Study.” The second study is provided by Massive Incorporated and reports the results of an in-video game advertising test.
Finally, four of the Part Vchapters contain supplemental readings.
•Chapter 17contains two segmentation studies. The Pew Internet & American Life segmentation of information and communication technology users illustrates how segmentation research is planned and analyzed, with particular attention to how segments are formed and described. Dan Pankraz’s presentation “Generation C—A
Look Into Their World” provides an example of an in-depth analysis of a single segment and illustrates that this analysis can be as creative and compelling as the topic (or in this case, segment) that is being described.
•Chapter 19presents the results of two advertising pretesting studies conducted by Health Canada. The first study is a communication test of advertising designed to encourage healthy eating, while the second study tests advertising designed to alert individuals to the danger of secondhand smoke.
•Chapter 20presents two examples of post-production advertising research. Mapes and Ross has provided a topline copy testing report while a full report of advertising campaign evaluation (the National Tobacco Youth Campaign) has been provided by the Australian Department of Health and Ageing.
•Chapter 21presents Feed Company’s report of its “Viral Video Marketing Survey.” This report, similar to reports provided in prior chapters, provides a model for excellence in data presentation.
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