Term
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Definition
| Asking questions and finding answers |
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Term
| Why is research important in advertising? |
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Definition
Advertising is expensive.
Justifying your decisions. |
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Term
| What are the 3 ways of knowing? |
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Definition
1. Tradition: we've always known
2. Authority: someone says so
3. Intuition: gut feeling |
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Term
| What is the scientific method? |
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Definition
| A systematic way of building a logical, evidence-based (empirical) understanding of the natural world |
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Term
| What are the stages of the research process? |
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Definition
1. Preliminary Discussions and Agreements
2. Planning and Data Collection
3. Analysis and application |
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Term
| What three elements are included in a problem statement? |
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Definition
1. Defining the problem
2. Justification of the need for research
3. Specifying informational needs |
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Term
| What are the three categories of problems? |
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Definition
1. Evaluating alternative choices
2. Better understand needs and opportunities
3. Increase knowledge on a particular topic |
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Term
| How is secondary research used? |
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Definition
-It can directly address informational needs
-Provide insight prior to primary research
-Helps in development of research instruments (how to conduct types of surveys, how to measure results) |
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Term
| What are advantages and disadvantages of secondary research? |
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Definition
+: saves time and money, takes advantage of others' experiences
-: outdated, inaccurate, unavailable, irrelevant, insufficient |
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Term
| How can you evaluate accuracy? |
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Definition
1. Purpose of research
2. Source
3. Methodology (sampling errors, phrasing of questions)
4. Consistency (logical?) |
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Term
| What is the difference between internal and external sources? |
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Definition
Internal come from within the agency or client.
External is taken from other sources. |
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Term
| What are the four differences between quantitative and qualitative data? |
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Definition
-Nature of reality (subjective vs. objective)
-View of the individual (uncategorizable, categorizeable)
-Goals of research (1 phenomenon, multiple phenomena)
-Role of researcher (involved vs detachment) |
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Term
| What are some qualitative methods? When should they be used? |
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Definition
-Individual interview: used when topic is confidential, emotional, or embarrassing
-Focus group: presence of others generates ideas |
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Term
| When should qualitative research be conducted? |
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Definition
-To generalize results
-To explain correlations
-Cause/effect
-Controlled experiments |
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Term
| What are types of quantitative methods? When should each be used? |
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Definition
-Survey: generalization, correlations
-Experiment: demonstrate causation, control |
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Term
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Definition
| Selecting individual members of a target population to draw inferences about the population. |
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Term
| What is the difference between probability and non-probability? |
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Definition
Probability- everyone has an equal chance of being selected
Non-probability- the opposite |
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Term
| What is the sampling process? |
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Definition
1. Define target population
2. Select sampling method (prob/non prob)
3. Get sampling frame
4. Set sample size |
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Term
| What is a convenience sample? |
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Definition
| Selecting the first people you see |
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Term
| What is a quota sampling method? |
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Definition
| Choose a quota that represents population (7 women, 5 men) and take the first of each you come across |
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Term
| What is the snowball sampling method? |
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Definition
| For populations that are hard to find or unlikely to self-identify, find one and use them to link to others |
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Term
| What is a random sampling method? |
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Definition
Randomly (w/o method) select units from a sample frame
Random # generator |
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Term
| What is a systematic sampling method? |
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Definition
| Choose units based on a system |
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Term
| What is a stratified sampling method? |
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Definition
| Divide frame into groups (by category, like quotas) and choose a number from each (representative of population) randomly or systematically |
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Term
| How can you calculate a sample size based on margin of error? |
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Definition
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