Term
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Definition
• Place
o Home/lab
• Naturalness
o Commercial viewed in its original intent
• Quasi-natural
o Commercial embedded in a program
• Forced exposure
o Focus is entirely on the commercial |
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Term
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Definition
• Single/multiple
o To what extent does showing the commercial a certain amount of times reflect reality |
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Term
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Definition
• Recall
• Message communication
• Attitude change
• Purchase intention
• Attitude toward the Ad |
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Term
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Definition
• Basic findings
• Organization |
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Term
| • The quality of your research is often evaluated by ... |
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Definition
| the quality of your presentation |
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Term
Present Findings: Organization
Executive Summary |
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Definition
• 1-2 pages
• focus on findings and conclusions
• summarize other sections in a few sentences |
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Term
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Definition
o What questions am I trying to answer for this research?
o Why are these questions important? |
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Term
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Definition
o What did I think at the befinning of the reseach project, based on the findings of others
• Secondary research
• Literature |
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Term
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Definition
o How did I go about aswering my reseach questions
• Method
• Sampling
• Independent variables
Stimuli
• Dependent variables
Quesitonare/measures
• Procedure
What the participant experience |
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Term
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Definition
o Results
o Present results that answer questions
o A picture (graph/ chart/ table) is worth a thousand words |
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Term
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Definition
| analyze content using many of the same techniques we use to analyze consumer behavior |
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Term
| content analysis definition |
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Definition
| the systematic, objective, and quantitative analysis of advertising |
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Term
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Definition
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Term
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Definition
| explicit rules applied consistently |
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Term
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Definition
| personal opinions cannot influence results |
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Term
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Definition
1. increased precision
2. statistical significance |
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Term
| steps to content analysis |
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Definition
1. specify the question/ hypothesis
2. define the sampling frame
3. specify a sampling plan
4. develop a category system
5. prepare a codebook
6. code (the content)
7. analyze / interpret data |
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