APR 280 Week 3 Notes
APR 280 Week 3 Notes APR 280
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This 2 page Class Notes was uploaded by Tricia Sylvia on Friday March 25, 2016. The Class Notes belongs to APR 280 at University of Alabama - Tuscaloosa taught by Brandon K. Chicotsky in Spring 2016. Since its upload, it has received 13 views. For similar materials see Investigation and Insights in Advertising at University of Alabama - Tuscaloosa.
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Date Created: 03/25/16
Lesson 8 Thursday, February 11, 2016 8:27 AM Consumer/Agency communication challenge Agencies are great at offering a market perspective and not as proficient at receiving insight from consumers What are the consumers thoughts and feelings? Do we care? The more you can get into their psychographic the more you understand what will work for them o Example: apple Does apple really care what the consumer wants or thinks Lesson 7 Tuesday, February 9, 2016 8:09 AM How are focus groups used? Qualitative depth Best used for: where what how questions 1. Principal data Primary data 2. Supplemental data Put in place of more reliable data 3. Multi-method design Focus groups are too ungeneralizable Not always practical 1. Measurement of size and distribution 2. Moderator bias "this is what you think, right???" Need to be really careful in gauging objectivity 3. Geographic difficulty in recruitment 4. Groupthink 5. Lack of representativeness Variance Culture Sensitivity of topic area Perceived credibility of moderator o Is the environment safe for participants to voice opinions honestly and unhindered o Study was conducted where there was deception Example: asking questions as if you were a doctor when you aren't Convenient sample: If you are in a sorority, and you send out a survey to that sorority and everyone answers--that is a convenient survey o Most of the "convenient samples" are college students in general because professors use the students Must have a disclaimer that you used a convenient sample unless that is specifically your target group
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