廣告調(diào)查（第二版）英文 指導(dǎo)手冊(cè) Davis-Instructors-Manual-ch19 Advertising Testing Concept and Communication Tests

AdvertisingResearch:Instructor’sManual

Copyright?2012PearsonEducation,Inc.publishingasPrenticeHall

PAGE

PAGE

AdvertisingResearch:Instructor’sManual

Copyright?2012PearsonEducation,Inc.publishingasPrenticeHall

19.AdvertisingTesting:ConceptandCommunicationTests

ChapterGoals

Whenstudentsaredonereadingthischaptertheyshouldhaveabetterunderstandingofthecontributionofconceptandcommunicationsteststotheadvertisingdevelopmentprocessaswellashowto:

? preparestimulusmaterialsforuseinconceptandcommunicationstests.

? identifytherelativeadvantagesanddisadvantagesofqualitativeandquantitativeapproachestoconceptandcommunicationtesting.

? identifythekeyareasofmeasurementinconceptandcommunicationstestsandprepareaquestionnaireforquantitativeconceptandcommunicationtestsandadiscussionguideforqualitativetests.

? analyzeandpresenttheresultsofquantitativeconceptandcommunicationtests.

NotestotheInstructor

TheChapterLectureprovidesaguidetokeytopicsandcontent.ThePowerPointslidesarenamed:davis_adresearch_ch19.ppt.

TwoonlineresearchreportsfromHealthCanadasupplementthechapter’sdiscussion.

HealthCanadaisresponsibleforhelpingCanadiansmaintainandimprovetheirhealth.HealthCanadausesmultiplemediaandcreativeapproachestocommunicatewithCanadiansabouthealth-relatedissues.Inordertoensurethatitscommunicationsareaseffectiveaspossible,communicationtestsareoftenconductedtoidentifyfromthetargetaudience’sperspective

thestrengthsandweaknessesofpotentialcreativeapproaches.ThecommunicationtestsconductedbyHealthCanadaareidenticalintheirgoalsandverysimilarinapproachtothecommunicationtestsdescribedinthischapter.TheonlinesupplementalreadingsprovidetwocommunicationtestresearchstudiesconductedbyHealthCanada.Thefirststudyreliesonfocusgroupstoexplorereactionstopotentialtelevisionadvertisementsdesignedtoencouragehealthyeating.Thesecondstudyusesacombinationofquantitativeandqualitativeresearch

toexplorereactionstomulti-mediacommunicationsdesignedtoinformindividualsaboutthedangersofsecond-handsmoke

HealthyEating

HealthCanadadescribestherationaleandgoalsforthisresearchasfollows:“EachyearinCanada,morethan75percentofdeathsresultfromfourgroupsofnon-communicablediseases:cardiovascular,someformsofcancer,diabetesandosteoporosis.Anunhealthydietisapreventableriskfactorinalloftheseillnesses.Toaddressthisissue,HealthCanadahasexpandedthecontentonitswebsitetoincludetipsandtoolsabouthealtheating,launchedamandatorynutritionlabellingprogramforfoodpackaging(2005),aswellasupdatedandexpandedCanada’sFoodGuide.InFebruary2007,televisionadsthatfocusedonnutritionalmessageswereairedtopromotethenewFoodGuide.Asafollow-up,HealthCanadaisdesigningasecondphaseofhealthyeatingadsthatrequiretesting.”

Threephasetwoadsweredesignedandtestedineightfocusgroupsconsistingprimarilyofwomen,whereallparticipants(bothmenandwomen)wereparentsofchildrenaged2to12.Aswithallcommunicationtests,theresearchwasdiagnosticinorientation,withthreespecificgoals:

?“Toevaluateanddetermineifthenewhealthyeatingcreativeconceptsare:

-clear,credibleandrelevanttothesegmentedaudiences;

-appealingandappropriatetotheculturalandemotionalsensitivitiesoftheaudience;

-memorableinthemindsoftheaudience;

-abletomotivatetheaudiencetotakeappropriateactions;and

-capableofmobilizingpublicsupportbehindgovernmentactionwiththedesignatedtargetaudience;

?Todeterminewhichofthehealthyeatingconceptsismosteffectiveatreachingthetargetaudience;and

?Toelicitsuggestionsforpotentialchangestomaketheconceptsmoreeffectiveatreachingthetargetaudience.”

DescriptionsofthethreetestedtelevisionadvertisementsareprovidedinFigure19.10inthetext.Aneditedversionofthefullreportisprovidedintheonlinesupplementalreadings.

B.Second-HandSmoke

Second-handsmokeisarealandcontinuingproblemthatthreatensthehealthofnon-smokers.HealthCanadarecognizedthisproblemandplannedacommunicationscampaigndesignedtoinformbothsmokersandnon-smokersofthedangersassociatedwithsecond-handsmoke.Communicationstestingwasrecommendedtoevaluateconsumers’responsestoproposedcreativeapproachespriortoproducingthecampaign.Thespecificgoalsofthecommunicationtestwastoidentifyexecutionstrengthsandweaknesseswithregardto:

? effectiveness,fit,andappeal

? credibilityandbelievability

? relevance

? clarityandunderstandability

? sensitivitytotheneedsofthetargetaudience

HeathCanadaalsorecognizedthatsincequalitativeandquantitativeresearchoftencomplimenteachotherintermsofinsightsprovided,amixed-methodsapproachmightbebestforprovidingthedetailedinsightsrequiredforevaluationoftheproposedcommunications.Asaresult,theresearchconsistedof:

? SixfocusgroupsheldinHalifax,MontrealandToronto.Ineachcity,one

groupwasheldwithnon-smokerswhohaveasmokerinthehouseholdandone

groupwasheldwithsmokers.Allparticipantswereparentsbetweentheagesof20and55.

? Anonlinequantitativesurveyof737Canadiansmokers,non-smokersandnon-smokerswholivewithsmokers.Similartothefocusgroups,allrespondentswereparentsbetweentheagesof20and55.

Aneditedversionofthefullreportispresentedintheonlinesupplementalreadings.ChapterLecture

Slide19-

2

Slide19-

3

Slide19-

4

Slide19-

5

Conceptandcommunicationtestsoccurduringearlystagesofadvertisingdevelopmentprocess.

? Concepttestsfocusexclusivelyonmessagesandmessageevaluation.

? Communicationtestsfocusonmessagecommunicationwithincontextofalternativeexecutions.

Botharediagnosticinapproachandaredesignedtoidentifystrengthsandweaknessesratherthanselecta“winner.”

I.ConceptTests

Earlyintheadvertisingplanningprocess,advertisersmustdeterminecoremessage.Concepttestsguidethisdecisionbyidentifyingrelativestrengthsandweaknessesofalternativemessages.TwoconceptsdesignedtopreventsleepydrivingarepresentedinSlide19-4and19-5.Conceptsdifferinorientation/emphasisbutaresimilarinprovidedsuggestions.

Slide19-

6

Slide19-

7

Slide19-

8

Priorexamplesillustratecharacteristicsofconcept.

? Asimple,writtenexpressionofpositioning,benefit,reasonforbeing,oruniquecommunicationproposition.

? Clearlyandrealisticallycommunicateswithoutexaggeration,salesmanship,orpuffery.Isdesignedtocommunicatenotsell.

Themostimportanttaskistopresentcoreideasimplyandrealisticallysothatconsumers'comprehensionismaximizedandresponsetocoreideacanbeconfidentlyassessed.

A.Product-RelatedConceptTests

Advertisersuseproduct-relatedconcepttestsinoneoftwoways.

? Canbeusedtoidentifyandthencomparethestrengthsandweaknessesofalternativebenefitsorpositionings.

? Onceapositioningisselected,concepttestscanidentifythestrengthsandweaknessesofalternativeapproachestocommunicatingthepositioning.

B.Non-ProductRelatedTests

Concepttestsarealsousedtoselectmessagesfornon-productadvertisingcampaignssuchasdrugandsmokingprevention,obesityprevention,energyconservation,andwildlifeprotection.Goalsarethesameasinproduct-relatedtests:theyidentifythestrengthsandweaknessesofalternativemessagestrategiesandstrengthsandweaknessesofalternativewaystocommunicateaselectedmessage.

II.PreparingStimulusMaterialsForaConceptTest

A.BodyCopy

Conceptsneedclearlywritten,focusedbodycopy.

? Shortparagraphsconsistingofactive,declarativestatements

? Avoid"advertisingese.”Communicatewithoutembellishmentorpuffery.

? Avoidjargonorindustryterminologythatisunfamiliarandlikelytoconfuse.

? Overalllengthshouldbeshort.

? Besingle-minded.Ruleof"oneidea-oneconcept"isimportantbecauseitreducesambiguityindatainterpretation.Whenconceptbodycopysingle-mindedlyfocusesononecoreidea,positiveornegative

consumerresponsecanreasonablybeattributedtorelativeappealoftheconcept'scoreideaandexpressedproductbenefit.

Slide19-

9

Slide19-

10

Slide19-

11

Slide19-

12

Slide19-

13

B.Headlines

Shouldsuccinctlysummarizethemaincommunicationideaandprovideanexplicitlead-intothebodycopy.Arebestpresentedassimpledeclarativestatements.

C.TagLines

Highly-focusedandbriefphrasethatclearlycrystallizestheessenceofthemessagebeingcommunicated.Typicallyshort,specific,believable,single-minded,anddirectlyrelatedtothecorecommunicationidea.Generallyappearafterthemainbodycopy.

D.Visuals

Picturesorothervisualsshouldbeusedcautiouslyandonlywhentheyareeitheranessentialpartofthecommunicationorwhentheyareneededforbrand,serviceorotheridentificationpurposes.

III.CommunicationTests

Communicationtesting(alsoknownascopydevelopmentresearch)typicallyfollowsconcepttesting.Thegoalistoevaluateconsumers’reactionstodifferentwaysofcommunicatingtheselectedmessage,therebyidentifyingstrengthsandweaknessesofproposedapproachesoradvertisements.

Helpclientandagencypersonnelbetterunderstandhowtoreviseanadvertisementsothatthefinishedadmaximizesstrengthsandminimizesweaknesses.

TheapproachesshowninSlides19-12and19-13illustratetypesofmaterialsusedinacommunicationtest,inthiscasealternativeprintapproachestocommunicatingmessagedesignedtoencouragesafefoodhandling.Whileapproachesdifferacrossthetwoalternatives,thecoremessageandvisualsremainthesame.

A.ReasonsforCommunicationResearch

Thegoalofcommunicationresearchistocomplementnotreplacecreativejudgment.Makecertainthatinformationcollectedcontributestoanunderstandingoftheadvertisingcreative.Withthisunderstanding,creativeteamcandeterminehowadvertisementcanberevisedandstrengthenedbeforeproduction.

B.PreparingStimulusMaterialsforaCommunicationTest

Slide19-

14

Adsaretestedin"rough"stagesofdevelopment.Productionvaluesneedonlygiverespondentareasonablygoodideaofwhatthefinaladvertisementwilllooklike.Testad’sphysicalcharacteristicsandleveloffinishdependontheadvertisingmediumforwhichanadisintended.

? Printadsshouldbeactualsizeandresemblethefinishedad.

Permissibletousedrawingsinsteadofphotographsandtouse

simpletypestylesratherthantheintendedstylethatwillbeused

inthefinalad.

? Radioadscanbe"scratch"tracks.

? Televisionadscanbetestedinoneofthreeformats:storyboards,animatics,orphotomatics.Storyboardsaretheeasiestandleastexpensivebutsincemostconsumershavedifficultyvisualizingafinishedcommercialfromastoryboardtheiruseisnotrecommended.Animaticisastoryboardonfilmortapeaccompaniedbyaroughsoundtrack.Aphotomaticissimilartoananimaticexceptthatphotographsareusedinsteadof

drawings.Bothanimaticsandphotomaticsusecamera

movementtosimulatemovementsandactionsthatwillappearinthefinishedcommercial.Bothworkwellforacommunicationtest

Writtenorverbalcopyshouldbeidenticaltocopythatisproposedforfinishedad.Testedexecutionshouldreflectappearanceandcontentofproposedfinishedad.

IV.ConceptandCommunicationTest:ApproachestoDataCollection

Canbeconductedusingeitherqualitativeorquantitativemethodology.Decisiononwhichapproachis“best”ingivensituationreflectsdesiredinformationandinsightsaswellastimingandcostconsiderations.Regardless

ofapproachselected,itiscriticalthatrespondentsaremembersoftheconcept’s

orad’stargetaudience.

Slide19-

15

Slide19-

16

Qualitativeisthemorecommonlyusedapproach.Multipleconceptsorexecutionsaretypicallyshowntofocusgroups.Whenthisapproachisusedthefollowingshouldbekeptinmind:

? Individualsingroupsettingsaretypicallyreluctanttoadmitlikingadvertising.Asaresult,negativereactionstoconceptsandexecutionsneedtobeprobedtodistinguishtrueunfavorableresponsefrom“knee-jerk”negativeresponses.

? Complexconceptsandexecutionstaketimetoprocess,especiallyingroupsettings.

? “Group-think”canbeaproblemparticularlywhenthefocusisanadvertisingconceptorexecution.Oftenusefultohavegroupmemberswritedowntheirinitialreactionspriortostartofgroupdiscussion.

? Groupmembersmayhaveatendencyto“speakfirst”andthenpost-rationalizetheircomments.Respondentsshouldbegiventimetothinkandformulatetherationalefortheircommentsbeforestartofdiscussion.

? Presentationofmultipleconceptsorexecutionsrunsariskofbias,wherereactionstotheinitialstimuliinfluencereactionstolaterstimuli.Whenpresentingmultiplegroups,presentationordershouldbevariedtoreducebiasduetoordereffects.

Quantitativeconceptandcommunicationtestingismostcommonlyperformedviaone-on-onemall-interceptinterviewsorthroughonlineexposureanddatacollection.Inbothsituations,respondentsaretypicallyexposedtoonlyoneconceptorexecutionafterwhichreactionsarecollected.

Regardlessofmethodologyselected,advertisershavetheoptionofplanningandconductingtheresearchthemselvesortheymayhirearesearchcompanythatspecializesinthistypeofresearch.Bothapproachescollectthesamecoresetofinformation,althoughsyndicatedservicesmaysupplementthesemeasureswiththeirownproprietarymeasurements.

V.MeasurementinMessageConceptandCommunicationTests

Acoresetofquestionscomprisesbothmessageconceptandcommunicationtests.Illustratedthroughaconcepttestofproposedmessagesforcampaigndesignedtoencouragerecycling.

[HavehandoutsreadythatreproduceFigures19.7and19.8fromtext.]

Slide19-

17

Slide19-

18

Slide19-

19

Slide19-

20

A.Introduction:SettingtheStage

Respondentsareunlikelytohaveseenmessageconceptsoradvertisementsinlessthanfinishedform.Asaresult,itisimportanttobeginwithanexplanationofthetaskandstimulusmaterials.TheintroductorystatementsinFigures19.7and19.8illustratehowconceptswouldbeexplainedandintroduced.Similarapproachwouldbeusedforintroductionofroughexecutionsoranimatics.

B.ShowConceptorExecution

Infocusgroups,themoderatortypicallypresentsandreadsconceptorshowsexecution,whichisoftenplacedonalargeboardtoallowgroupmemberstoreadalong.Surveysalsoshowtheconceptorexecutionatthispoint,allowingrespondentsasmuchtimeasdesiredtoreadandprocessthestimulus.

C.SpontaneousInitialReactions

Datacollectionbeginsbyencouragingrespondentstotalkabouttheconceptorexecutioninabsenceofspecificdirection.Bothqualitativeandquantitativeapproachesbeginwithopen-endedquestion.(SeeQuestion1inFigures19.7and19.8.)Thisworkswellfortworeasons:(1)beginsinterviewinnonthreateningwayand(2)providesrespondentwithopportunitytodescribeintheirownwordsthoughtsandfeelingsassociatedwithstimulusbeforemoderator(orquestionnaire)morenarrowlyfocusesinterview.

Itismportantthattherespondentanswerthisandthefollowingtwoquestionsfrommemory.Canpotentiallybebiasedifrespondenthastheopportunityto"lookuptheanswer"byreexaminingtheadvertising.

D.EssentialMessage

Questions2and3probemessageandbrandname/sponsorcommunication.Open-ratherthanclosed-endedquestionsareusedbecausedonotwantto“prime”respondentbyforcingresponsefromalimitedlistofoptions.Closed-endedlistwouldalsodiscouragerespondents(evenwithan“other”choice)fromvolunteeringanswersnotlisted,therebysignificantlyreducingtheabilitytouncoverandprobeunintendedcommunications.

Question2asks,"Whatwasthemainidea?"asopposedto,"Whatdidthecommercialsay?"Distinctionisimportant.Conceptandcommunicationresearcharenotinterestedinsimplytestingconsumer'smemory(asisdonewhenyouask"Whatdiditsay?")butseekstodeterminehowtheconsumerhasinterpretedandinternalizedthemessage(asisdonewhenyouask"Whatwas

mainidea?").

Slide19-

21

Slide19-

22

Slide19-

23

E.ReactionstotheMessage

Theonceptoradisreintroducedatthispoint.Personalreactionstomessagearethenexplored.(SeeQuestions4and5inFigure19.7andQuestions4through7inFigure19.8.)Thesequestionsaskrespondentstoindicatetheextenttowhichtheypersonallyfeelthemessageisimportantandrelevant.

? Qualitativeusesopen-endedquestionstoexplorerespondents’opinions.

? Quantitativeusesacombinationofclosedandopen-endedquestionswhichfocusonnegativeorunfavorablereactions.Questions4and6(inFigure19.8)usescaletoobtaininitialresponses.Onlythosewhoprovideanunfavorableratingareaskedfollow-upopen-endedquestion.Thesequencehelpsadvertisersbetterunderstandtheunderlyingreasonsofnegativeconsumerresponse.

Reactionstothemessageitselfareexplorednext.(SeeQuestions6toand8inFigure19.7andQuestions8through13inFigure19.8.)Thesequestionsaskrespondentstoindicatetheextenttowhichtheyfeelthemessageisbelievable,uniqueandeasytounderstand.Questionformatandskiplogicsimilartopriorsetofquestions.

F.AffectiveReactions

Focusesonemotionalreactionstotheconceptorexecutionitself.

? Qualitativeresearchusesasingleopen-endedquestiontoexplorethisarea(seeQuestion9inFigure19.7)whilequantitativeresearchusesseriesofclosedandopen-endedquestions.(SeeQuestions14through

21inFigure19.8.)

Thelike/dislikequestionsonquantitativesurveysequencedsothatQuestion

14,thescalequestion,servesasbasisforaskippatternappropriatetothe

respondent'sattitude.Thepatternofrelatingthefirstopen-endedquestiontotherespondent'sattitudemakesthequestionsequenceintuitivelyreasonableandmakesiteasierfortherespondenttoanswer.

G.MessageorExecutionSpecificIssues

Thissegmentofthequestionnaire(seeQuestions10and11inFigure19.7andQuestions22to23inFigure19.8)probesuniqueareasofinformationneedorconcerns.Open-endedquestionsareusedsothatrespondents'answersarenot

constrainedorbiasedbypredeterminedresponsecategories.

Slide19-

24

Slide19-

25

Slide19-

26

Slide19-

27

Slide19-

28

H.AttitudinalandBehavioralImpact

Thesequestions(open-endedinqualitativeresearchandclosed-endedinquantitativeresearch)determinetheextenttowhichrespondentshavemovedintherightdirection.Questions12to13inFigure19.7andQuestions24and25

inFigure19.8illustrateoneapproach.Bothsetsofquestionsaredesignedto

determineextenttowhichexposuretoaconceptresultedintherespondentadoptingmorepositiveattitudes.Notethatthequestionsarecomparative,askingrespondentstocomparetheirpost-exposureattitudesandintentionstothoseheldpriortoexposure.

VI.AnalysisofConceptandCommunicationTestData

Quantitativefindingsrequiresuccessfulcompletionoftwotasks:

? Datasummarization.Descriptivestatisticsusedtodescribepatternofresponsewhilecross-tabulationsandstatisticalsignificanceprovidedeeperinsightsintodataandprovidegreaterconfidenceinconclusionsdrawnfromthedata.

? Theuncoveringofunderlyingrelationships.Requiresresearchercreativity.Onlythroughuncoveringtherelationshipamongmeasurescanresearchusersbestunderstandhowtomaximizestrengthsandeliminateweaknesses.

A.DataSummarization

Requiresanalysisoftotalsampleresponsesaswellasanalysisofsimilaritiesanddifferencesinresponsesamongimportantsubgroupsofrespondents.

1.TotalSampleResponses

Responsesoftotalsamplearealwaysanimportantstartingpointfordatasummarization.Oneapproachistopresenttheresponsestoeachopenandclosed-endedquestioninanindividualtableorgraph,asshowninSlide19-27.Or,responsestorelatedquestionscanbecombinedintoasingletableorgraph,asshowninSlide19-28.

2.DifferencesandSimilaritiesAmongDemographicGroups

Analysisofsmallersubgroupsbeginsafterthedatafortotalsamplehasbeenexamined.

Understandingofdemographicvariationisoftenofgreatvalue.Importanttodeterminewhetherresponseswereconsistentacrossdemographicgroupsorwhetherlevelsofresponsevariedasafunctionofdemographiccharacteristics.

Slide19-

29

Slide19-

30

Slide19-

31

Slide19-

32

Tableorganizationanddataanalysisarestraightforwardwhenasingleconceptorexecutionistested,orwhenoneconceptisexaminedindependentlyofothers.ThetableinSlide19-29,forexample,providesdetailedinformationontwodemographicgroups’responsetoasinglemeasure,inthiscaserespondents’ratingsofconceptmessagebelievability.

Notehowfrequencydistributionsandoverallmeanaswellasdemographicgroupdistributions,meansandtestsofsignificancehaveallbeenincorporatedintoasingletable.Alsonoteanimportantinsightprovidedbythisanalysis:whilethemajorityoftotalsamplefoundconceptbelievable,thiswasalmostentirelyduetothepositiveresponseamongwomenwithchildrenaged3to7.Significantlyfewermothersofolderchildrenfoundtheconceptbelievable.

3.DifferencesandSimilaritiesAmongAttitudeandBehavioralGroups

Thispermitsresearchertodetermineif/howattitudechangeisrelatedtomessagebelievability,uniqueness,orthepresence/absenceofelementscommunicatedtotheconsumer.Twotypesofanalysesarepossible.

First,ifmeasurespermit,attitudechangecanbecorrelatedtootherkeymeasures.AnexampleofthisapproachisillustratedintheSlide19-30,whereitcanbeseenthatattitudechangerisesalongwithindividuals’assessmentofmessagebelievability,importanceandrelevance.Ratingsofmessageuniquenessdonotappeartoberelatedtoattitudechange.

Second,statisticallysignificantcorrelationscanbeexploredingreaterdetail.ThetableshowninSlide19-31providescross-tabulationsofmessageimportancebythosewithpositiveandnegativeattitudechangeafterreadingtheconcept.

Thetableprovidesimportantdetailtosupplementcorrelationalfindings.Datashowsthatalmostallindividualswithpositiveattitudechangethoughttheconcept’smessagewasextremelyimportant,whilethosewithnegativeattitudechangeweremuchlessimpressedwiththeimportanceofthemessage.

Additionalinsightscanbeobtainedbycross-tabulatingopen-endedquestionsbyattitudegroup.ThetableshowninSlide19-32illustratesthistypeof

analysisanddisplaystheresultsoftheopen-endedlikes/dislikesquestioncross-

tabulatedbytypeofattitudechange.

Dataindicatesthatconceptwaswellliked.Percentageofindividualsinboth

attitudegroupswholikedconceptisgenerallyequivalent.Moreindividualsinbothpositiveandnegativeattitudechangegroupsmentionedlikingversusdislikingsomeelementofconcept.Patterninthesetwogroupsdifferedinoneimportantrespect.

? Positiveattitudechangegroupwasquitepositivetowardthespokesperson.Negativeattitudechangegroupdislikedspokesperson.Otherspecificlikesanddislikesweregenerallyequivalentacrossgroups.Thus,spokespersonusedintheconceptwouldneedtobere-examined(andperhapsretestedorreplaced)priortofinalselection,asthiswasthesinglelike/dislikethatdistinguishedindividualsinthepositiveandnegativeattitudechangegroups.

B.FindingRelationshipsAmongMeasures

Responsestoonesurveyquestionareexaminedinthecontextofresponsestoasecondsurveyquestion.Fourdifferenttypesofapproachesarepossible.

1.RelatingSkipScaleQuestionstoOpen-EndedResponses

Slide19-

33

Slide19-

34

Questions6and7inFigure19.8probereactionstomessageimportance.Question6,thescalequestion,asksallrespondentstoratemessagerelevancewhileQuestion7,anopen-endedquestion,isaskedonlyofthoserespondentswhodisagreedthatthemessagewasrelevant.ThetableshowninSlide19-33relatestheresponsestothesetwoquestions.

Dataindicatesthatmostindividualsdidnotfindthemessagepersonallyrelevant.Lackofrelevanceappearstoarisefromconcept’sapproach.Negativereactionstobothexamplesandlanguageusedinconceptappeartobeprimaryreasonsfortheperceivedlackofrelevance.Thisisasignificantweakness.

2.ComparingtheResponsestoOpen-EndedQuestionsWithScaleQuestions

Expandsanalysissothatanyopen-endedquestioncanbecross-tabulatedwith

anyscalequestion.

Aresearchermightask,forexample,“Whatwerethespecificlikesanddislikesofthosewhofoundthemessageeitherimportantorunimportant?”ThetableshowninSlide19-34answersthisquestion.

Thosewhofoundmessageimportantlikedmanyelementsoftheconcept,particularlyspokesperson,descriptionofchildandpositiveoutlook.Veryfewinthisgroupdislikedanythingaboutconcept.Conversely,thosewhofoundthemessageunimportantlikedveryfewthingsabouttheconceptandindicatedabroadrangeofthingsthatweredisliked,particul