INSTRUCTOR MANUAL For Advertising Research Theory & Practice 2e Joel Davis
1. The Nature and Process of Advertising Research Chapter Goals The chapter is designed to help students understand: the areas in which research helps advertisers make better decisions. the characteristics and contributions of companies who participate in the design, conduct, and analysis of advertising research. how the sequential use of different research techniques leads to more successful advertising planning and decision-making. the sequence of steps underlying successful advertising research and the types of decisions made at each step. Notes to the Instructor The chapter serves two purposes. First, it provides an overview of the uses of research and the process of conducting research. Second, it introduces topics that the text discusses in greater detail in subsequent chapters. The Chapter Lecture provides a guide to key topics and content. The PowerPoint slides are named: davis_adresearch_ch1.ppt. All of the application exercises in this and other chapters were written to encourage student initiative and critical thinking. As a result, many have more than one “right” answer and as a result no sample answers are provided in this manual. The manual does provide sample answers for application exercises with a more narrow or specific focus, or where a “right” answer does exist. This chapter is supported by supplemental readings on the text web site. These materials (two published papers and advertising examples) relate to the Centers for Disease Control VERB communication campaign. The VERB campaign is an excellent example of this chapter’s concepts and discussion put into action, illustrating the steps through which research planning passes and how research informs all aspects of advertising decision-making, from initial secondary research to target audience identification, message and media selection, creative development, and the
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assessment of campaign effectiveness. Three types of information on the VERB campaign are provided in the online supplemental readings. The paper by Wong et. al. provides background on VERB. The paper presents an overview of the program and describes how advertising and marketing principles and research were applied to program planning and strategic design. The paper by Berkowitz et. al. further illustrates the role of research throughout the lifespan of the program and illustrates the various roles and contributions of research to advertising planning. This paper presents a detailed discussion of how research was used in VERB’s planning, execution and assessment phases. Each area of research’s contribution to advertising planning and decision-making discussed throughout this chapter is evident in the VERB campaign. Finally, examples of VERB advertising are also provided.
Chapter Lecture
Slide 1-2
Research makes a contribution throughout the entire advertising planning process. Typically focuses on four main areas of information needs: market, consumer, creative and media.
Slide 1-3
Process of research’s contribution shown in Slide 1-3. Note that: Paths are very flexible. Advertisers can use research sequentially to address multiple areas of concern prior to making a decision or they can use research to help them make better decisions in one particular area. Feedback and revision is an important part of the process. Insights gathered from one area of research can be used to guide, inform and revise decisions reached earlier or in other areas. An advertiser can enter the process at any point. I. The Contributions of Advertising Research A. The Market
Slide 1-4
Successful advertising planning builds upon a research-driven analysis of the marketplace. This research: (1) identifies and provides detail on relevant current and potential future issues and trends, (2) helps those in planning process better understand forces shaping marketplace and how these forces affect own and competitors' brands. B. The Consumer
Slide 1-5
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Effective advertising based on a thorough understanding of target audience. Three dimensions of target audience analysis.
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Consumer trends, for example, “What changes in consumer lifestyles, attitudes, beliefs, and/or priorities have accelerated or slowed over the past five years? How might these trends affect perceptions and use of the product or responses to the advertising?” How consumers interact with brands and products, for example, whether purchase decision is more rational or emotional, whether or not a great deal of thought or consideration underlies brand selection, and extent to which consumers perceive choice of a particular brand as making a statement about themselves. The relationship between consumers and the advertised product or service, for example, “What segments of consumers exist and what are strengths/ weaknesses/potential of each segment? What are opportunities within each segment based on their purchase patterns, brand trial, and brand loyalty? Slide 1-6
Questions such as these last ones are typically answered by segmentation research. Slide 1.6 presents an example: Forrester Research’s segmentation based on involvement with social technologies. Once segments have been identified, research is used to increase understanding of how different segments of consumers perceive the advertiser's and competitor's brands or to better understand the behaviors and attitudes of different segments. C. Creative
Slide 1-7
An initial step in creative development process is identification of the essential message - advertising's communication goal. Essential message research can help advertisers identify the strongest of several considered messages. Once essential message is identified and agreed on, research often plays important role in evaluation and selection of creative itself. Here, different approaches may be tested to identify each approach’s strengths and weaknesses or to select the “winning” approach.
Slide 1-8
Research also plays an important role with regard to finished creative in two main areas: (1) helps advertisers determine advertising success (through, for example, tracking studies), and (2) demonstrates that the claims put forth in an advertisement are not deceptive as defined by the FTC (Federal Trade Commission) or the FDA (Food and Drug Administration). D. Media Analysis and Placement
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Slide 1-9
Media research helps advertisers and media specialists answer questions such as: How much are competitors spending on their advertising? How do these levels of spending affect budget recommendations? Where, if anywhere, should the advertising be concentrated? When and how should advertising be scheduled? What is the optimal way to use different media? What is the best mix of traditional and new media for accomplishing advertising objectives? E. Synthesis
Slide 110
In order for an advertiser to make the most informed decision, it is necessary to synthesize learning and insight from multiple areas. Synthesis is a critical step in advertising planning process because it allows an advertiser to better see the interrelationships among diverse types of sources of information. A wellconstructed synthesis is one that clearly presents key research information in a way that allows the advertiser to understand not only the “what” but the “why.” F. Tactics, Actions, Evaluation and Revision Synthesis of research findings leads to tactics and actions. On-going evaluative research leads to any necessary revisions in the campaign, allowing an advertiser to increase success through the elimination or modification of weaker tactics and the placement of greater emphasis on relatively stronger tactics.
II. Who Conducts Research? Individuals and organizations can be distinguished on the basis of their ultimate involvement in research planning and research-based decisions. A. Information Users Slide 111
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Individuals with direct responsibility for brand- and advertising-related decisions are ultimate end users of research. Typically involved in all stages of the research project, from problem definition and research design through analysis and implications.
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Slide 112
Two types of individuals typically involved on client side: brand managers and research specialists. Brand managers responsible for brand marketing and advertising. Individuals in client’s research department are responsible for coordinating, gathering, analyzing, and disseminating information on all aspects of the marketing activities for one or more of the company's brands and products.
Slide 113
Individuals in all agency departments use research to help them make better decisions. In most full-service agencies, research is conducted and analyzed by an internal research department. Smaller agencies may use their account or media personnel as their internal researchers or they may hire research consultants on an as-needed basis.
Slide 114
Agency research department has two main functions: Respond to ongoing informational needs by planning, conducting, and analyzing original research as well as by examining and analyzing research conducted by other companies. Work closely with client's research department to make certain that pertinent research conducted by client is disseminated, with a point of view, to appropriate agency personnel. B. Research Specialists Client or agency may turn to a custom research supplier: specialists hired on a project-by project basis who may assist in any phase of research: conceptualization of research problem, research design and methodology, data analysis, and/or data interpretation. This type of research assistance is typically proprietary.
Slide 115
Related to custom research supplier is a syndicated research firm that collects and sells same information to all companies that pay the subscription fee. Advertising agencies are generally interested in four types of syndicated information: media ratings; target audience, media usage, and demographics; advertising expenditures; and consumer trends. C. Media and Consulting Companies Many media companies invest a significant amount of funds in research designed to increase advertisers’ knowledge of their specific medium’s strengths and to provide direction for the best use of their medium. Media companies assume that the better an advertiser understands their particular medium the more positive the advertiser will be toward that medium.
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Beyond research conducted by the media company itself, media companies may commission or support external research relevant to the medium. Google in collaboration with the WPP Group, for example, has committed nearly $5 million for funded research. D. Trade Associations Trade associations are organizations that are founded and funded by businesses that operate in a specific industry. The purpose of a media-related trade association is to provide a consistent face of the medium to advertisers and the public and to provide information that can facilitate deeper (and hopefully more positive) understanding of that medium. One way in which such understanding is facilitated is through research. The Interactive Advertising Bureau (IAB) is an excellent example of how a trade association uses research to help advertisers better understand the medium. Research commissioned and provided by the IAB addresses contemporary issues facing advertisers interested in using new media, for example, banner advertising, advertising in digital media, multi-media advertising planning, mobile and search marketing. E. Field Services The actual collection of data is typically performed by field services, data collection specialists who collect data on a subcontract basis for agency and client research departments. Field services perform the data collection function because it is not economically feasible for agencies and their clients to support the number of specialized personnel required to perform these and related tasks. Slide 116
Slide 1-16 shows an ad for a field service. III. The Process of Advertising Research
Slide 117
Design and conduct of a successful advertising research project passes through three broad stages: Preliminary discussions and agreements involve identification of a communications or marketing problem or opportunity, justification for the research itself, and specification of informational needs. Planning and data collection operationalizes agreements reached in the prior stage. Activities carried out in this stage relate to the planning and conduct of the research. Decisions are reached with regard to the most appropriate type of research to use, study cost and timing, determination of how and from whom (or where) the data will be obtained, and
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questionnaire and other material preparation. At the end of this stage the research is initiated and data is collected. Application involves activities carried out after the data is collected. Data is analyzed, results are reported, and decisions are made based on implications drawn from the data. A. Preliminary Discussions and Agreements Slide 118
The end product of this first broad stage of the research process is a problem statement that contains three elements: (1) a description of the problem or opportunity motivating the research, (2) an explanation as to why research is appropriate for providing the information needed to solve the problem or capitalize on the opportunity, and (3) a statement of specific information that is needed to determine the best way to resolve the problem or capitalize on the opportunity. 1. Problem Definition First and most important step in the research process. The description of the problem motivating the research must be clear, concise, and properly focused. There are three general types of advertising-related problems and informational needs. Each requires a slightly different type of problem definition.
Slide 119
First type of problem statement relates to selection of alternatives and evaluation of alternative actions. Here, problem definition clearly lists each alternative action under consideration, reasons for actions, and decisions to be reached, for example: The Creative Department has written three alternative executions for the new Toyota campaign. These executions are labeled "Fast Car," "Value," and "Still The Best." Only one execution will be produced. We need to conduct research in order to determine the single execution that should be selected and taken forward into production.
Slide 120
The second type of problem statement relates to problems and opportunities. Here, problem definition arises out of a series of questions designed to focus on problem and reduce ambiguity of initial problem statement, for example: Our sales in calendar year 2011 (as measured in units sold) are down 15% versus 2010. Monitoring of our own and competitive activities in the marketplace do not reveal any significant changes in marketplace factors that might affect our sales, for
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example, new product introductions, pricing, distribution, changes in advertising strategy, or changes in advertising spending. As a consequence, we believe that it is reasonable to assume that the underlying cause of sales declines are consumerrelated. Research is needed to determine which consumer factors, such as product awareness and perceptions, product satisfaction, advertising awareness and advertising impact, may be responsible for the declining sales trend. Slide 121
Third type of problem statement responds to a need to broaden knowledge and understanding of the consumer, product, or marketing environment. Problem statements that respond to this type of information need to explicitly address the types of information really needed, why this information is needed, and how the information collected by the research will be used, for example: The client has initiated their 2011 - 2012 strategic planning process. One important part of their strategic planning process is an examination of consumer attitudinal and lifestyle trends that may have an impact on the identification and evaluation of strategic alternatives. The client is interested in consumer trends that may have an impact on the proposed repositioning of their All Natural Potato Chip line of products. Research is therefore recommended to explore and determine the potential effects of the following consumer trends for the repositioning: attitudes toward healthy eating, attitudes toward snack foods, attitudes and perceptions of "health"-positioned products (especially in the snack food category), behavioral changes in diet with particular emphasis on the consumption of snack foods, behavioral acceptance and rejection of "health"-positioned products (especially in the snack food category).
Slide 122
2. Justifying the Need for Research Problem definitions reflect the difference between what is known and what needs to be known to reduce uncertainty and increase confidence in decisions reached. In general, the justification for research increases when (a) the value of the information obtained (in terms of assisting in the decision-making process) exceeds the cost to acquire the information, or (b) the cost implications of making the wrong decision increases.
Slide 123
3. Specifying Informational Needs Final step in completing the problem statement requires identifying the information that responds to the problem definition and best helps the decision maker evaluate the strengths and weaknesses of various decision options and
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courses of action. Specified informational needs become the focus and core of the research questionnaire or interview. 4. The Complete Problem Statement End result is a well-defined and focused problem statement that contains three elements: a problem definition, a justification for the research, and the specification of informational needs, for example: The agency is unsure which of two product benefits to emphasize in the new advertising campaign. Alternative benefits are "unsurpassed cleaning ability" and "environmental safety." Benefit research is needed to help identify the one product benefit that should be the focus of the new advertising campaign. The research will evaluate each benefit in terms of communication, believability, uniqueness and personal relevance; purchase interest and purchase intent; and anticipated product purchase frequency, reasons for purchase intent, and frequency of purchase. Primary, proprietary research is needed to provide this information, as the required information is unavailable from any other source. Research is a justified response to this problem given the importance of the decision to be made. The benefit selected will become the focus of the upcoming $5 MM advertising campaign. Basing this decision purely on judgment severely limits confidence that the proper decision has been made and, as a result, the maximum return on advertising investment has been realized. Slide 124
B. Planning and Data Collection Activities conducted in this middle stage of the research process relate to the actual planning and conduct of the research. The specific activities conducted in this phase (shown on slide 1-24 are (1) identify the appropriate type of research, (2) address sampling and data collection issues, (3) determine data collection method, (4) set the research budget and timing, (5) prepare, distribute, and obtain approval of the research proposal, (6) prepare the questionnaire and other support materials, (7) conduct the research, and (8) prepare the data for analysis. 1. Identify the Appropriate Type of Research First question: Should research use secondary or primary data, and if primary, is qualitative or quantitative research more appropriate.
Slide 1-
Secondary research examines data that already exists and which was gathered
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for a research need other than the current one. Sources include: (a) internal agency or client records, (b) government agencies, (c) trade associations, (d) information brokers, (e) marketing and advertising research companies, (f) specialized print and electronic sources.
Slide 126
Primary research involves collection of original, often proprietary, data specifically collected for identified problem. Selection of primary versus secondary research is determined by specific problems and types of information required for decision-making. When secondary research is conducted, there are no intervening steps between the selection of this approach and collection of secondary information. Before primary research can be conducted a number of additional steps must take place. First (for primary research), must determine whether qualitative or quantitative research is most appropriate.
Slide 127
Qualitative research primarily uses open-ended, probing questions. Common forms of qualitative research include in-depth individual interviews and focus groups. Qualitative research is most appropriate when one needs: background information in a particular area when little is already known; information to assist in problem formulation or the development of research hypotheses; a thorough understanding of the underlying relationship between consumers' feelings, attitudes, and beliefs and their behaviors, especially when information on this relationship cannot be obtained through direct, structured, primarily closed-ended questioning.
Slide 128
Quantitative research is best used when: (a) generalizability to a larger population is important, (b) when the determination of statistically reliable, quantifiable differences between groups is important, or (c) when statistical analysis of the data is required.
Slide 129
Three main types of quantitative research:
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Observation research is the recording of objects, events, situations, or people's behaviors. Observations can take place in either a natural or contrived situation where the presence of the observer may or may not be known.
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Physiological research entails the direct measurement of an individual's physical responses to stimuli such as an advertisement. Physiological research measures voluntary (such as eye movements) and involuntary responses (such as brain waves and galvanic skin response). Survey research is the most common form of quantitative research. It is the systematic collection of information from respondents through the use of questionnaires. Slide 130
2. Sampling and Data Collection The sampling plan specifies how study participants will be selected. Two options: probability sampling and non-probability sampling. A probability sample is a sample in which each individual or household comprising the universe from which the sample is drawn has a known chance or probability of being selected for inclusion in the research. The selection of specific individuals from this universe is done purely by chance. Primary advantage of probability sampling is its ability to generalize findings to the population from which the sample was drawn. A non-probability sample is a sample of individuals selected in a purposeful way. Here, the selection of individuals for study participation can be conducted on the basis of convenience or judgment.
Slide 131
The most appropriate sampling option is determined by a number of factors: (a) the objectives of the research, (b) the research budget, (c) urgency in knowing the results of the research, and (d) the need for generalizability to a larger population.
Slide 132
3. Selection of Data Collection Method Once a sampling plan is chosen, the researcher then determines interview method. Four primary approaches to respondent interviewing are: (1) in-person face to face, (2) by telephone, (3) through printed mail surveys, or (4) through mediated electronic media (for instance, surveys conducted online or through a mobile devise). Qualitative research almost always utilizes some form of in-person faceto-face interview. Quantitative research may use any data collection format. The data collection method selected will be determined by: (a) the types and
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sensitivity of information required, (b) the complexity of the questionnaire, (c) the research budget, and (d) timing constraints. 4. Determine the Research Budget and Timing Cost and timing estimates can be determined before or after the prior steps. Slide 133
5. Prepare, Distribute, and Obtain Approval of Research Proposal Decisions reached in prior steps are summarized in a written proposal and presented to management and other end users of the research. The research proposal consists of several parts. Executive Summary - Brief synopsis of key points from each of more detailed proposal sections. Background - Brief statement of situational factors and informational needs that led to research plus discussion of factors that may have influenced subsequent decisions in the research process, for example, budget or time constraints. Problem Statement - Detailed, focused description of the problem(s) motivating the research, a rationale for why research is the recommended approach (as opposed to the sole use of judgment), and a description of the specific types of information the research will provide. Methodology - Clear, nontechnical description of research design, data collection method, types of data to be collected, measurement instruments, and analytical procedures. Cost - A detailed breakdown of research budget. Timing - Breakdown of time needed for key research activities. Appendices - Any statistical or other detailed information necessary for a complete understanding of the research. Material in this section is typically technical. The research proposal provides: (a) one last opportunity for management to contribute their thoughts to the research process, (b) a set of expectations for what management is paying for and the information they will receive, (c) a record of decisions reached and agreed on, and (d) a permanent record to assist those who need to understand and/or replicate the research in the future.
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Slide 134
6. Prepare Research Materials Once the primary research project is approved, the creation of all necessary research materials begins. 7. Conduct the Research The next to last step in this stage of the research process is data collection. The appropriate sources are consulted and written documents are obtained in secondary research. Interviews or other forms of data collection take place in primary research. 8. Prepare Information for Analysis Final step in this stage of the research process is to organize and prepare the data so that it can be analyzed in the application stage. Secondary information is organized in much the same way as for a term paper or similar report. Primary, quantitative information is typically edited and translated into a computer data file prior to analysis. Editing involves examining the responses recorded on the questionnaires for omissions, appropriateness, and consistency. Transcripts and other forms of response are organized when qualitative research is used.
Slide 135
C. Application This final stage of the research process focuses on what has been learned and the implications of this learning for decision making. The specific activities conducted in this stage are: (1) data analysis, (2) presentation of findings, and (3) application of the findings to decision making. 1. Data Analysis Specific types of analytical procedures carried out are determined by the type of data collected. The analysis of secondary and qualitative information generally requires synthesis. Analysis of these types of data is similar to the process of putting together a jigsaw puzzle without knowing what the finished puzzle will look like. In both cases, individual pieces (of the puzzle or information) need to be pieced together to determine important patterns and trends so that, eventually, the "big picture" is revealed and understood. Quantitative data analysis generally involves data manipulation,
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summarization, and statistical testing. 2. Present the Results Next, findings and conclusions drawn from data analysis are presented to management. They can be oral, written, or both (an oral presentation followed by a written report). Reports must clearly and concisely answer management's most basic questions: "What does this information mean?" "What do I know now that I didn't know before?" and "What have I learned so that I can better evaluate my decision alternatives?" 3. Decision-Making The last and one of the most important steps in the research process is using the findings to influence decision-making.
Responses to Application Exercises
1 to 3. Responses will vary. 4 (a). This problem statement is missing a fully explained problem definition (why the research is being conducted), a detailed justification of the research, and a specification of informational needs. 4 (b). While this problem statement addresses all three key areas, it nevertheless is too vague to be useful. Greater detail and elaboration is required to: (a) define “mixed reactions,” (b) identify the appropriate type of research, (c) specify how “strengths” and “weaknesses” will be operationalized, and (d) define “opinion leaders.” 4 (c). This problem statement provides only a brief insight into why the research is being conducted. More detail would be useful. The justification of the research is very poor. The specification of informational needs (“get our target audience’s reactions”) is too vague and more specification is needed to define both who the target audience is and what reactions are important. 5. The 2009 KFC “new grilled chicken” promotional offer displayed significant problems. Due to unexpected demand many consumers were unable to obtain the required coupon while others (who did have a coupon) were told that the coupon would not be honored. Others found that long lines prevented its use. Research is recommended to determine the extent to which consumers’ attitudes toward KFC changed as a result of this promotion. KFC is particularly interested in attitudes regarding: customer service, corporate image and food quality. This 20
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information is important as it will help KFC both understand the impact of this promotion (so that a focused response can be planned to address any negative impacts) and to provide guidance for future promotions. Survey research conducted among a representative sample of fast-food users is recommended as the best means to collect the required information. OR … The 2009 KFC “new grilled chicken” promotional offer displayed significant problems. Due to unexpected demand many consumers were unable to obtain the required coupon while others (who did have a coupon) were told that the coupon would not be honored. Others found that long lines prevented its use. Research is recommended to determine the extent to which consumers’ attitudes toward KFC changed as a result of this promotion, where “consumer” is defined as an individual who writes or comments on a blog. An analysis of consumer blogs and blog comments will be the source of data. The research will identify the relative number, content and sentiment of KFC-related posts for the two weeks prior to through two months after the promotion. This information is important as it will help KFC both understand the impact of this promotion and will help in the development of monitoring procedures to be used for future promotions. 6 to 9. Responses will vary. 10. Literature review Brand Research
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48 interviews with teen triads 6 focus groups with parents of tweens 2 focus groups with adults who work with tweens 8 in-depth interviews with industry professionals
Advertising Analysis
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Semiotic analysis Hedonic analysis
Target Audience
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25 in-depth interviews with parents and tweens 12 focus groups with African-American tweens 4 focus groups with Asian tweens 9 in-depth interviews with Hispanic tweens 8 in-depth interviews with Native American tweens
Ideation Sessions
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3 initial focus groups with tweens 16 focus groups with tweens 19 in-depth interviews with tweens 17 in-depth interviews with parents 8 in-depth interviews with adult influencers
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Message testing
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Advertising Development →
16 in-person dyadic interviews with tweens 8 telephone focus groups with parents 10 focus groups with tweens 10 in-depth interviews with tweens 6 focus groups with parents 4 in-depth interviews with parents 100 focus groups, dyadic and triadic interviews
Campaign Impact
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Monitor campaign-related activities and events Monitor use of physical activity kits Monitor tweens use of VERB website Track GRPs (Gross Rating Points) Survey research to track attitudes and behaviors
11. Responses will vary.
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2. Research Ethics
Chapter Goals
The chapter is designed to help students understand: the three aspects of ethical behavior: autonomy, nonmaleficence and beneficence. ethical standards regarding interactions with research participants, management, research suppliers and society as a whole. special considerations related to research conducted with children and online communities.
Notes to the Instructor
The Chapter Lecture provides a guide to key topics and content. The PowerPoint slides are named: davis_adresearch_ch2.ppt.
Chapter Lecture
Slide 2-2
Ethics are moral principles that help determine when a course of action is either right or wrong. While definition is straightforward, often difficult to put into practice. Codes of ethics help to make expectations explicit.
Slide 2-3
Three common concerns in codes of research ethics:
Autonomy, often referred to as the principle of self-determination, means that all individuals involved in the research have free deliberation and decision power regarding their participation in the research.
Nonmaleficence states that it is wrong to intentionally inflict harm on others.
Beneficence states that one has a positive obligation to remove existing harms, to confer benefits, and to minimize risks whenever and wherever possible.
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Slide 2-4
I. Ethics and Individual Respondents Principles of autonomy, nonmaleficence, and beneficence apply to interactions of researchers and respondents. Reflected in three important guidelines: A respondent's decision whether or not to participate in a research study should be an informed decision. A respondent may not be mistreated in any way. A respondent has an absolute right to confidentiality and privacy. A. Informed Decisions and Informed Consent
Slide 2-5
Informed consent is required whenever a researcher explicitly asks for private information. The specific medium through which the information is being collected (e.g. telephone, Internet, in-person interviews) does not affect need to obtain informed consent prior to data collection. Informed consent requires information be provided to respondent in three key areas: Research context. Potential participants must be explicitly told: (a) that they are being asked to participate in a research study, (b) who is conducting the research, (c) the purpose of the research, and (d) who to contact if they have questions about the research. Voluntary nature of participation. Potential participants must understand that: (a) participation is entirely voluntary and that refusal to participate will not involve any penalty or loss of benefits, (b) that they can discontinue participation at any time, again without penalty or loss of benefits. Characteristics of the research. Potential participant must be told: (a) what they will have to do to participate, (b) how long the interview will take, (c) what will be done with the data (especially noting how confidentiality and privacy will be addressed) and, if applicable, (d) any commitments beyond the initial interview. Informed consent document should address prior issues. Well written documents are those where:
Slide 2-6
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Words are familiar to the reader and technical language is clearly defined. Words and terminology are consistent throughout the document.
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Slide 2-7
Sentences are short, simple, and direct. Line length is limited to 30-50 characters and spaces. Paragraphs are short and convey one idea per paragraph. Verbs are in active voice (i.e., the subject is the doer of the act). Personal pronouns are used to increase personal identification. Each idea is clear and logically sequenced. Study purpose is presented early in the text. Titles, subtitles, and other headers help to clarify organization of text. Headers are simple and close to text. Left margins are justified. Right margins are ragged. Upper and lower case letters are used. Style and font of print is easy to read. There are no large blocks of print. B. Mistreatment
Slide 2-8
Avoid: Frequent, repeated attempts to conduct the interview or attempts to conduct the interview at the researcher's convenience (for example, phone calls during the supper hour). Overly long surveys not being accurately described as such. A researcher has an obligation to provide a reasonably accurate estimate of the interview length. Asking personal questions for "information's sake." C. Confidentiality and Privacy
Slide 2-9
Confidentially is absolute unless respondent is explicitly informed otherwise. This means that: (1) no one should use or discuss respondent-identifiable data or information, (2) respondent names and other respondent-identifying information (e.g., telephone numbers) should be deleted before showing original questionnaires, (3) invisible identifiers on questionnaires that connect answers to particular respondents should not be used. Closely related to the confidentiality is privacy. Respondents must be informed of any data collection methods that might violate their expectation of privacy. D. Responsibilities to Respondents: Special Populations 1. Research with Children
Slide 2-
Special care must be made to protect the interests of child participants,
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specifically: (1) the child's rights supersede the investigator's rights. (2) there may be absolutely no physical or psychological harm, (3) there may be no coercion to participate, (4) no diagnostic or other information on the child's participation should be offered, (5) principles apply even if the child or his family is paid for participation. 2. Research In Online Communities
Slide 211
Informed consent is not required for the collection/analysis of information or behaviors that are in the public domain or which are conducted in public spaces (that is, in places where there is no expectation of privacy). Is online public or private space? Consider following situations: Ford conducts research to determine how people are responding to its newly redesigned Focus and to determine what types of responses can be used to counter negative perceptions. The research entails monitoring automotive chat rooms, recording the comments for later analysis and then having an employee respond to negative comments using one of three predetermined responses. The effectiveness of each response in changing negative perceptions is evaluated and recorded in order to identify the response that best changes negative attitudes and beliefs. The employee participates in chat conversations under the name “OldCarMan” (not as a Ford employee) and individuals in the chat room are not informed that they are part of a research study and that their conversations are being monitored. (Clearly, informing individuals in the chat room would ruin the research.) Astro Drugs wants to find out how the advertising for its new breast cancer drug is being received by women who have been diagnosed with breast cancer. Astro hires a research company to monitor support group forums on breast cancer sites and record all mentions of their drug and advertising for later analysis. The context for the comments, typically these womens’ emotions associated with a breast cancer diagnosis, are also recorded. Forum members are never told that their comments are being read and recorded. Once the research is complete, Astro Drugs will use the insights collected to help in identifying the direction for their new advertising campaign. If appropriate, Astro may also use some of the womens’ comments in their advertising, although individuals would not be named. Are the described situations ethical?
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Bruckman notes that “a frequent mistake made by Internet researchers is, when faced with tradeoff between the needs of subjects and integrity of research, to give priority to the integrity of the research. On further reflection, it should be obvious that this reasoning is faulty -- the rights of subjects come first.” Slide 212 Slide 213
3. Research in Virtual Worlds Stanton has written a “virtual world respondent’s bill of rights.” II. Responsibilities to Clients Client may be internal (that is, other departments within the advertising agency) or external (for example, the company that employs the agency). A. Appropriate Research
Slide 214
Research recommendations should be appropriate. Recommend research only when it is the best means for satisfying marketing or communications information needs. When research is recommended, use the most appropriate technique, one that collects the highest quality information in the most efficient manner. Sample size must be appropriate given information needs and significance of decisions to be reached. B. Confidential and Proprietary
Slide 215
Confidentiality requirements apply to all information obtained as part of the research process, that is, information acquired through conversations with the client and other involved individuals, information acquired through examination of the client's written documents, and information collected by the research project itself. All client-provided information remains the proprietary property of the client and should never be revealed without the client's permission. C. Project Changes
Slide 216
What is disastrous (and unethical) is responding to research-related problems by altering study design, cost or timing without informing the client. It is unethical (as well as unprofessional) to make any changes in research design without client consultation. Client must be promptly informed of the cost or timing implications of any changes to the research study. D. Presentation of Findings
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Slide 217
Presentation of data and findings must be straightforward and not misleading. Avoid manipulating data to create false impressions. Misleading reporting generally takes one of two forms: (1) when there is a failure to include all information necessary to evaluate presented data and findings and (2) when impressions left by the presentation of the data are not, in reality, justified by the data.
Slide 218 Slide 219
Slide 2-18: Data as presented Slide 2-19: Actual data
Slide 220 Slide 221
Slide 2-20: Data as presented Slide 2-21: Actual data
Conclusion: First chart makes it appear there is an overall positive trend, when one does not in fact exist.
Conclusion: Percentage preferences visually distorted due to perspective and inappropriate Y-axis divisions. III. Responsibilities to Research Companies
Slide 222
Common practices that violate ethical principles and which should be avoided include: issuing calls for bids or proposals when a supplier has already been selected, using the proposal process to obtain free advice, and making false promises to obtain lower costs. A. Pre-selection It is unethical to predetermine prior to the bid process which company will receive the project and then issue a call for bids and proposals only to satisfy corporate requirements. B. Free Advise It is unethical to ask for detailed proposals which "pick the brains" of those with expertise in cases where you have no intention to award the project to one of the companies that has submitted a proposal. Proper ethical procedures for soliciting bids and proposals require that: (1) a company should be informed that its proposal is one of several being solicited, (2) technical ideas and
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methodological recommendations must be treated confidentially, and (3) all unaccepted proposals remain the property of the originating organization unless appropriate payment has been made. C. False Promises It is unethical to falsely say to a research supplier, "If you give us a break on the cost of this research, I know that I can throw a lot of business your way later in the year." IV. Responsibilities to Society Slide 223
When collecting or publicly reporting data keep in mind that:
Data and findings reported for public use should be complete, not misleading and properly interpreted.
Data reported for public use will be based on sound, objective research judgment.
Research will not be used as a guise for marketing or sales efforts.
A. Complete Data and Findings A researcher who withholds negative or damaging information from public release of research is no different than the manufacturer who fails to disclose potentially damaging information about a product. Both mislead through deception and misinformation. B. Proper Interpretation Misleading data presentation on a societal level occurs most frequently when the data is manipulated to provide support for an advocacy position. C. Sound, Objective Research Advertising or marketing research that is not conducted in a sound manner tarnishes the entire research industry and has the potential to harm the public. This type of research occurs, for example, when there is nonscientific and biased selection of samples, for example, conducting preference research among those who are already favorable toward your product or conducting research in markets that do not represent normal or ordinary market conditions. D. Research Is Not a Guise for Other Activities
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In recent years there has been a rise in the number of mailings and telephone calls that use research as a pretext for accomplishing nonresearch objectives such as sales, fund solicitation, or the creation of a database. This is not ethically acceptable.
Responses to Application Exercises
1 (a). This is unethical as it violates confidentiality. 1 (b). This is unethical as there is no informed consent to participate in the follow-up aspect of the research. 1 (c). This is unethical as it is a lie. Informed consent is therefore violated. 1 (d). This is unethical as it is a lie. Informed consent is therefore violated. 1 (e). This is unethical. Informed consent cannot be made on incomplete information. 1 (f). This is unethical as it violates the guidelines for proper dealings with research suppliers. 1 (g). This is unethical as it uses research as a guise for sales. 1 (h). This is unethical as it is a blatant lie. 1 (i). While this may or may not be unethical it nevertheless should be avoided due to its negative impact on the research design and data quality. 1 (j). This is unethical as it is a blatant lie. 2 to 3. Responses will vary. 4 (a). This is an unethical and deceptive presentation of the data trends. The data manipulation makes it appear that things “are great” with an upward trend in advertising awareness. The actual trend, however, is far from positive with declining awareness in each calendar year. 4 (b). This is an unethical and deceptive presentation of the data. While factually correct, the impression left by the chart is very misleading. 4 (c). This chart is unacceptable. The Y-axis distorts and magnifies the slight differences between the two commercials.
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5 to 6. Responses will vary. 7. This is unethical and deceptive. It uses research as a guise for fundraising. The letter should not be sent out in the first place, and the results of the biased questions should certainly not be reported.
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3. Secondary Research
Chapter Goals
The chapter is designed to help students understand: the characteristics of secondary research information and the difference between secondary information and secondary sources. the uses of secondary research information.
the advantages and limitations of secondary research information.
the appropriateness and acceptability of secondary research information. how to best use search engines for information search. how to identify secondary sources that provide ongoing insights and information relevant to advertising decision-making.
Notes to the Instructor
The Chapter Lecture provides a guide to key topics and content. The PowerPoint slides are named: davis_adresearch_ch3.ppt. Note that several of the slides provide links to the named source (links are shown in red). This chapter is supported by supplemental materials available on the text web site. The social media trends presentation is a superior model for responses to broadly framed questions, in this case “What are the international trends in the growth and usage of social media?” As you discuss this presentation, notice how the author has been selective in the data provided, how the sequence of topics allows for knowledge and understanding to build and how the data is integrated and synthesized to allow the reader to understand key trends and, (most importantly) implications.
Chapter Lecture
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Slide 3-2
Secondary research information has been collected and analyzed by others. Contrasts with primary research that is conducted by an information user to answer a specific informational need. Secondary research is distinguished from primary research in terms of: (1) the individual responsible for planning and conducting the research and (2) circumstances under which research was conducted.
Slide 3-3
A. Secondary Information Versus Secondary Sources Primary and secondary sources refer to the involvement of the information's source in the conduct of the research.
Slide 3-4
A primary source is the individual or organization that originated the information. A secondary source is the individual or organization that provides the information after obtaining it from the original source.
Slide 3-5
Three important reasons why one should, whenever possible, obtain information from its primary source: (1) completeness, (2) accuracy, and (3) quality.
Slide 3-6
Completeness. Presents full set of findings in an unabridged form. Bias can occur whenever secondary source presents data in an abridged form.
Slide 3-7
Accuracy. There is potential for secondary sources to misinterpret information, to present information in a biased or misleading manner, or to omit important footnotes or key textual elements, thereby changing the meaning and interpretation of the data.
Slide 3-8
Quality. Primary sources will generally describe the methodology through which the data was collected
Slide 3-9
B. Uses of Secondary Research Secondary research contributes to advertising decision-making in three primary ways: (1) directly answer an advertiser's informational needs, (2) provide important insights prior to the conduct of primary research, and (3) contribute to questionnaire development.
Slide 310
1. Directly Answer Informational Needs Can do so in one of two ways.
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First, secondary information can provide required information without the need for further analysis or manipulation, because information is in a directly useable format. Second, secondary information that cannot answer an informational need in its original form can often satisfy that need if it is manipulated, for example, reexamination of trend or census data. Slide 311
2. Provide Important Insights Prior to Primary Research Secondary information can help clarify, redefine, or refocus a planned primary research study by (1) answering some of the questions originally addressed in the primary research study, making the exploration of these areas unnecessary; (2) providing insights that lead to unforeseen, additional areas to explore or that discourage the planned exploration of certain areas, and (3) causing a change in research hypotheses, resulting in changes in research design or questionnaire content.
Slide 312
3. Contribute to Questionnaire Development Can contribute to improved questionnaire design in several ways: (1) can alert a researcher to potential problems or new areas to be explored, and (2) can provide examples of ways to probe and explore specific areas addressed in primary research, and (3) can help refine question wording or questionnaire design.
Slide 313
C. Advantages of Secondary Research Secondary research, versus primary research, is typically more efficient in terms of money and time. Saves money because others have already done the work. Saves time because of differences in the rate of information acquisition. There are also circumstances in which secondary research is the only type of available information, for example, when historical data is required.
Slide 314
D. Limitations of Secondary Research Limitations of secondary information relate to availability, relevance, and sufficiency.
Slide 315
1. Availability There may be a lack of secondary information because of (1) the uniqueness and specificity of the informational need, or (2) the proprietary nature of the desired information.
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