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APR 280 Week 3 Notes

by: Tricia Sylvia

APR 280 Week 3 Notes APR 280

Tricia Sylvia
GPA 3.7

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About this Document

Week 3 for test 1
Investigation and Insights
Brandon K. Chicotsky
Class Notes
public relations, Advertising, investigation and insights, APR, APR280
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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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