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Advertising Research

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Advertising Research
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Where's the Beef #2
Where's the Beef 1984
Where's the Beef 1984 #2
Praise Complete
Where's the Ben's #1
Where's the Ben’s #2
Where To Find Research
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www.mysurvey.com
www.startsampling.com/index.i
phtml
www.harrisinteractive.com/
Determining Sample
Size
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Precision
• How accurate do you want to be?
• The larger your group -- the more
accurate your results
Sampling Bias
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Bias -- occurs when a
representative of the population
is not drawn
Telephone Directories
Probability Sampling
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Each member of the population
has a known probability of being
selected for the sample.
Types of Probability
Sampling
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Simple Random Samples
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Stratified Random Samples
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Systematic Selection
Types of Interval
Systematic Selection
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Interval Sampling
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Cluster Sampling
• Area Sample
• Chunk Sample
Non-Probability
Sampling
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Members of the population do
not have a known or equal
chance of being selected
2-Types of NonProbability Sampling
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Convenience
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Quota Sample
Questionnaire Design
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The ideal questionnaire should
be a neutral instrument.
Well phrased questions
Questionnaire Design
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1st --Screening Question
2nd type of questions should
contain the substance of the
research itself
3rd type of questions should
contain the demographic
information
NATURE OF
QUESTIONER
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Purpose
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Looking for new ideas
Answers to specific problems
Effect of new slogans
What the public wants
Results needed
• Do you need precise data?
• Do you need open ended data?
Data Collection
Techniques
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Telephone Interview
Mail
In-person
Types of Questions
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It is clear and understandable
It is concise as possible
It asks for responses that
accurately reflect the opinions,
attitudes, or knowledge of the
respondents
It generates responses that are
easy to use
Types of Questions
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It provides an acceptable level
of precision
Types of Questions
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Close-ended questions -respondents are given two or
more answers from which to
select the answer that best
represents their position
Types of Close-ended
Questions
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Dichotomous question
Multiple Choice Question
Ranking Question
Rating Scale
Types of Questions
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Open-ended questions
Use at the beginning of an
interview to put an individual at
ease
Use sparingly
Use at end of a survey to
discover the feeling of the
respondent
Tips
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Keep it as short as possible
Include complete instructions
Use simple Language
throughout
Be POLITE!
Position an easy and interesting
question first
Tips
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Position potentially
embarrassing or controversial
questions toward the end
Be careful to order all questions
so that one question does not
bias the next
Tips
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If the questionnaire is selfadministered, include the return
mailing address, envelope, and
postage
Don’t forget that after you’ve
collected the information, you
will have to analyze it
Tips
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Good idea to pretest
Keying the
Questionnaire
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Keying is a way of identifying
the specific group which is
answering your questions
•
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geographical
zip codes
various colors
different size paper
code numbers
Writing The Research
Report
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Avoid excessive amounts of
technical terminology
If you use a new term -- explain
the first time used
Names with abbreviation – use
full name the 1st time
mentioned
Writing The Research
Report
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Simply written
Sentences should be
• short
• uncomplicated
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Don’t refer to yourself
personally
• avoid “I” statements
Writing The Report
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Title page
Table of contents
Purpose
Methodology
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include survey(s)
target audience
experiment
sampling procedure
Writing The Report
-Elements• Tools used
• how you will tabulate data
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Findings
• To most readers this is the most
important section
• what you discovered from your
research
• put in an understandable form
• graphs -- bar, pie, line
• examples
Writing The Report
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Conclusion
• drawn from your research
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Summary
Bibliography
Appendix
• usually contains tools -questionnaires
Survey Monkey
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Survey Monkey
Auteur
Document
Catégorie
Uncategorized
Affichages
4
Taille du fichier
351 KB
Étiquettes
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