Chapter Six Notes
Chapter Six Notes STC 114
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This 2 page Class Notes was uploaded by Natalie Land on Sunday October 18, 2015. The Class Notes belongs to STC 114 at University of Miami taught by Katy Snell in Fall 2015. Since its upload, it has received 37 views. For similar materials see Principles of Advertising in Strategic Communication at University of Miami.
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Date Created: 10/18/15
Chapter 6 Strategic Research Non negotiable you can t come to know your customer base if you don t listen to them rst Research is done before during and after a campaign Areas of Research 0 Market Research compiling information about product category competitors size of market What does market look like if a company was trying to sell physical books Consumer Research identify people who are in a market Attitudes interests beliefs and values Who are you going to target Who do you need to control in order to reach those groups Brand Communication Research researching how to best deliver your message What medium works best nonverbal elements time of any day and place Ex if you were launching a new video game consul Secondary Research what we used our whole lives second hand info already available to you Annual reports previous ads complaint letters Nielson pew research Primary research this is research you do on your own Survey interviews focus groups Types of Research Qualitative inductive subjective focus on words Quantitative Deductive Objective conclusive focus on numbers How do we use research 0 00000 Understand feel for how the market looks Consumer understanding Sorts of media our consumers are using Dominoes ad new to show its new and improved Dominoes held focus groups and found people hated their pizza Market for fast and easy was dwelling dominoes rebranded as open honest and funny company Willing to tell consumer that original recipes sucked Consumer lnsight collect all the data you can on consumer such as blogs telemarketing calls social media responses forum reviews Monitoring buzz how many people are talking about your brand 0 Discovery channel s shark week Campaign Evaluation website hits posttest surveys polls what else sales return on investment reviews Research Methods 0 Qualitative more people focused online forums skype interviewing a lot online communities web survey chat focus groups Depth lnterviews Triads Dyads talking to individual one hour at a time never true thoughts Textual analysis analyzing deeply discourse analysis ethnography long term study of people 0 Quantitative Experimental research control groups and experimental group cause and effect relationship Content Analysis analysis of texts and media occurrence of phenomena Survey Research questionnaires interviews Meta analysis patterns in research 0 Experimental Design formal hypothesis testing meant to posit a cause Independent Variable input to a process or analysis that in uences the dependent variable Dependent Variable output or process of statistical analysis Field Experiment testing out in the real world Reliability degree to which an assessment tool produces stable and consistent results Validity how well a test measures what is purported to measure 0 Threats to validity of a research study Environmental variable emergency in middle of survey re alarm something going on in environment that effects the survey Assignment Bias We are all so different so hard to be part of general population History we aren t static things happen that change people