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APR 280 Week 7 Notes

by: Tricia Sylvia

APR 280 Week 7 Notes APR 280

Tricia Sylvia
GPA 3.7

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About this Document

Week 7 notes for test 2
Investigation and Insights
Brandon K. Chicotsky
Class Notes
public relations, Advertising, investigation and insights, APR, APR280
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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: -­‐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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