APR 280 Week 7 Notes
APR 280 Week 7 Notes APR 280
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This 4 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 14 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 16 Thursday, March 10, 2016 8:37 AM Content analysis • research technique used to make replicable and valid inferences by interpreting and coding textual material. By systematically evaluating texts, qualitative data can be converted into quantitative data • Diving in to content to gain ins ights Case study • a process or record of research in which detailed consideration is given to the development of a particular person, group, or situation over a period of time. • Taking one case and diving into it to gain insights Approx. 83 million moms in the US are controlling $1.6 trillion a year in spending • Example of a case study 3 generational distinguishers • Baby boomer • Gen x • Gen y Most moms go online daily • Baby boomer mothers who have to have kids behave similar to Gen X mothers P2P (peer to peer) Marketing • Most effective way to reach this demographic is through their peer network Average age of first time moms is 25.2 in 2005, up from 21.4 in 1970 65% of moms with preschoolers worked in 2006, up from 1970 Number of single moms h ave increased 300% in the last 20 years, 3.4 mil to 10.4 mil In 2007 40% of births were from unmarried women, 6% increase from 2002 Average stay at home mom spends 91.6 hours a week doing household activities Mobile phone use and magazine are high among this demographic 67% of moms who gave birth for the first time worked during their pregnancy from 2001 -‐2003 10% of moms who read newspapers report to read it entirely, instead of a few sections (42%) o Baby boomer and gen x read the front page o Classifieds most popular among Gen Y Top activities: listening to music and dining out o Boomers (CDs, tapes and LP) o Gen X,Y (digital) Quantitative Data • Used in mathematical computations Discrete Data o can be numeric -‐-‐ like numbers of apples -‐-‐ but it can also be categorical -‐-‐ like red or blue, or male or female, or good or bad. o Finite values • If an exam has 100 questions there can only be 100 correct answers in intervals Continuous Data o Values fall on a continuum o Usually a physical measure like age or height How to tell the difference: Gauge whether or not the values can be broken into fractions and decimals • If yes, continuous Limits of Quant data o Typically doesn’t solve problems, but can identify one o Can rank problems, but doesn’t tell us which problems to address first o Often considered insufficient by itself Qualitative Data • Provides depth of understanding • May define a problem • May generate new ideas for research How are qualitative data collected • In conversational research o Focus groups o Interviews o Observations o Archival measures • Almost everything is qualitative because Event studies example: • Taylor Swift endorses a product and stock price goes up o Quantitative in how much it goes up o Qualitative if you're describing it going up Is it Quant or Qual? • Discovery and "proof" o Quant • Enables discovery o Qual (but it's better to have both) • Considered subjective o Qual • Exploratory in nature o Both • Interprets o Qual • Describes o Quant Lesson 17-‐Interviews Thursday, March 24, 2016 8:44 AM In depth interviews: http://sociology.about.com/od/Research -‐Methods/a/Interviews.htm • McNamara, 1999 o Useful for getting story behind participants experience o Interviewer can pursue in-‐depth info around a topic o Useful for follow-‐up to certain respondents Observation data: • Observing the target demographic pertaining to the study • Probably in a situation analysis Methodology: Typ es of interview 1. Personal 2. Telephone 3. Focus group 4. Depth 5. Projective Interviews are typically planned and referred to as "structured interview" Can be pursued (e.g. going door to door) or planned for a formal meeting 5 Stages of personal interview 1. Rapport building • Interviewer should increase receptiveness of respondent • Help respondent believe their opinions are valued 2. Introduction • Involves the interviewer identifying themselves, providing purpose and sponsorship (if any) • An introductory letter may increase perceived legitimacy • After they agree tell them what it's about and what it's for 3. Probing • Encouraging 4. Recording • Either write response during or after interview • When permitted, record digitally MUST ASK 5. Closing • Thank respondent, assure respond ent about the value • Assure confidentiality Telephone interview • Combo of phone and computer has maintained this method • Has disadvantages Focus group interview • Unstructured interview which involves a moderator leading a discussion between a smaller group Depth interview • Nondirective in nature • Respondent is given freedom to answer Projective techniques (consumer research) • Involve the presentation of an ambiguous unstructured object, activity or person that a respondent is asked to interpret and explain • Like a roach test • Respondents are asked to interpret the behavior of others/objects • Indirectly reveal their own behavior • Word association test • List of words provided to respondents, they immediately with first thing that comes to their mind • Cloud picture test • Two or more characters conversing and a cloud of once character is left empty • Respondent then provides an interpretation on what the other characters are saying • Sentence completion test • Example: people who wear boot ies are _____? • Story completion study • Story is created by researcher to define a topic of research and respondents complete the story Informal/conversation interview • No premeditated questions/go with the flow General interview approach • Intend to gather the same general areas of info from each respondent • May involve a conversational approach but allows a degree of freedom and adaptability Standardized, open ended interview • Recurring and facilities open ended questions • The same open ended questions asked to all respondents, facilities faster interviews Closed, fixed response interview • All interviewees asked the same questions and multiple choice Advantages of interview method • Feedback and clarification • Probing complex answers • Length of interview • Completeness of questionnaires • Props and visual aids • High participation
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