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Slide3-1AdvertisingResearch
JoelJ.DavisChapter3:SecondaryResearch
Slide3-2SecondaryResearchDefinedInformationthathasbeencollectedandanalyzedbyothersforapurposeotherthanspecificallyrespondingtoacurrentinformationalneedContrastswithprimaryresearchthatiscollectedbyinformationusertosatisfyaspecificinformationalneed
Slide3-3SecondaryVersusPrimaryResearchSecondaryresearchdistinguishedfromprimaryresearchintermsof:Individualresponsibleforplanning/conductingresearchCircumstancesunderwhichresearchconducted
Slide3-4PrimaryandSecondarySourcesReferstotheinvolvementofinformation’ssourceintheconductoftheresearchPrimarysourceoriginatedinformationSecondarysourceprovidesinformationafterobtainingitfromprimarysource
Slide3-5AdvantagesofPrimarySourcesCompletenessAccuracyQuality
Slide3-6AdvantagesofPrimarySourcesCompletenessPresentsfullsetoffindingsTypicallyinunabridgedformAccuracyQuality
Slide3-7AdvantagesofPrimarySourcesCompletenessPresentsfullsetoffindingsTypicallyinunabridgedformAccuracyLowerchancetomisinterpretdataortopresentfindingsinbiasedwayTypicallymorecompleteQuality
Slide3-8AdvantagesofPrimarySourcesCompletenessPresentsfullsetoffindingsTypicallyinunabridgedformAccuracyLowerchancetomisinterpretdataortopresentfindingsinbiasedwayTypicallymorecompleteQualityBetterdescriptionsofmethodology
Slide3-9UsesofSecondaryResearchDirectlyansweranadvertiser’sinformationalneedsProvideimportantinsightspriortoprimaryresearchContributetoquestionnairedevelopment
Slide3-10DirectlyAnswerInformationalNeedsCanproviderequiredinformationinitsoriginalformInformationanddatacanbemanipulatedorre-analyzed
Slide3-11InsightsPriortoPrimaryResearchCanhelpclarify,redefineorrefocusplannedprimaryresearchby:AnsweringquestionsoriginallyaddressedbyprimaryresearchProvidinginsightsthatleadtounforeseennewareastoexploreProvidinginsightsthatdiscouragetheexplorationofcertaintopicsCausingachangeinresearchhypotheses
Slide3-12QuestionnaireDevelopmentCanalertresearchertopotentialproblemsCanidentifynewareastoexploreCanprovideexamplesofwaystoprobeandexploreareasCanhelptorefinequestionwordingorquestionnairedesign
Slide3-13AdvantagesofSecondaryresearchSavestimeSavesmoney
Slide3-14LimitationsofSecondaryResearchLackofavailabilityRelevanceSufficiency
Slide3-15LimitationsofSecondaryResearchLackofavailabilityDuetouniquenessorspecificityofinformationneedDuetoproprietarynatureofdesiredinformationRelevanceSufficiency
Slide3-16LimitationsofSecondaryResearchLackofavailabilityDuetouniquenessorspecificityofinformationneedDuetoproprietarynatureofdesiredinformationRelevanceMaybelackoffitintermsofprovidedanddesiredunitsofmeasurementandunitsofanalysisTimeliness:nocurrentdatamayexistSufficiency
Slide3-17LimitationsofSecondaryResearchLackofavailabilityDuetouniquenessorspecificityofinformationneedDuetoproprietarynatureofdesiredinformationRelevanceMaybelackoffitintermsofprovidedanddesiredunitsofmeasurementandunitsofanalysisTimeliness:nocurrentdatamayexistSufficiencyRelevantdatamysimplynotexist
Slide3-18EvaluatingSecondaryInformation“Goodness”AuthorandsourceAccuracyCurrencyObjectivity
Slide3-19LocatingSecondaryInformationOfflineprintNon-indexedonlinesourcesIndexedonlinesources
Slide3-20Non-indexedOnlineSourcesSlideshareScribd
Slide3-21SearchEngineSearchStrategies:ScenarioImaginethatyouragencyhasbeenaskedtocompetefortheYoplaityogurtaccountandthattheagencyhasnoexperienceinthisproductcategory.Secondaryresearchcanhelptheagencyquicklylearnaboutcategorytrends,Yoplaitandcompetitivebrandactivities,approachestoadvertisingandpromotionaswellasotherareasofactivitythatwillultimatelyinfluenceadvertisingstrategyandcreativedevelopment.Youhavebeenassignedthetaskofpreparingabriefingregardingtrendsanddevelopmentsintheyogurtcategory.
Slide3-22SearchEngineSearchStrategies:Steps1.Stateinformationneed2.Eliminateunnecessarywords3.Expandinitialsearchphrases4.Conductsearchonseveralsearchengines5.Systematicallyreadfindingsandreflectonresults6.Reviseoriginalsearchphrases7.Searchdeeper,followkeylinksandreferences
Slide3-23SearchEngineSearchStrategies:Steps1.StateinformationneedExpressinformationneedasoneormorequestions“Whatarethecurrenttrendsintheyogurtcategory?”
Slide3-24SearchEngineSearchStrategies:Steps2.Eliminateunnecessarywords“Whatarethecurrenttrendsintheyogurtcategory?”trendsyogurt
Slide3-25SearchEngineSearchStrategies:Steps3.Expandinitialsearchphrasesbyusingsynonymsandaddingan“s”trendyogurttrendsyogurtdevelopmentyogurtdevelopmentsyogurtadvanceyogurtadvancesyogurt
Slide3-26SearchEngineSearchStrategies:Steps3.Relevanceandqualityofresultscanbeincreasedbyaddinga“+”betweenmultiplewordstrend+yogurttrends+yogurtdevelopment+yogurtdevelopments+yogurtadvance+yogurtadvances+yogurt
Slide3-27SearchEngineSearchStrategies:Steps4.ConductsearchonseveralsearchenginesGoogleYahoo!Bing
Slide3-28SearchEngineSearchStrategies:Steps5.SystematicallyreadfindingsandreflectonresultsWhichsearchengine(s)producedthebestresults?Whichsearchphrasesproducedthebestresults?Didsomesearchphrasesworkbetteronsomesearchenginesversusothers?Weresomesearchphrasesoverlybroad,producingtoomanyirrelevantresults?Weresomesearchphrasestoonarrow,producingtoofewrelevantsearchresults?Aretheresomesourcesthatrequireadeepersearchoftheentiresite?Doanyrelevantsourcesusewordsorphrasesthatshouldbeusedinadditionalsearches?
Slide3-29SearchEngineSearchStrategies:Steps6.ReviseoriginalsearchphrasesUsequotationmarks“yogurtadvertising”Narrowbyeliminatingwords“yogurttrends”-advertisingNarrowbyfocusingonspecifictypesofdocumentsyogurttrends:filetype:pdfLetsearchenginefindsynonymsyogurt~trends
Slide3-30SearchEngineSearchStrategies:Steps6.ReviseoriginalsearchphrasesExpandbyincreasingnumberofacceptabletermsyogurtORyoghurtFocusonandsearchoneindividualsite“yogurttrends”site:FocusonwebsitesthatuseakeyterminapageURLorpagetitleinurl:yogurtintitle:yogurt
Slide3-31SearchEngineSearchStrategies:Steps7.Searchdeeper,followkeylinksandreferencesUsesite’sinternalsearchengineFollowlinkstoexternalsourcesFindsitesthatlinktoarelevantandimportantsites
Slide3-32BeyondGeneralSearchEnginesGoogleBlogSearchGoogleScholarGoogleBookSearch
Slide3-33EmailNewslettersAdvertisingAgeCreativityNewsletterMadison+VineClickzMediapost
Slide3-34NarrowlyFocusedNewsletterseMarketerHBSWorkingKnowledgeIABSmartbriefIconowatchMarketingChartsMcKinseyQuarterly
Slide3-35Online,DigitalandEmergingMediaDoubleclickcomScoreCoremetricsDynamicLogicEnquiroInteractiveAdvertisingBureau(IAB)AtlasInstituteNielsen-Online
Slide3-36Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.
Slide4-37AdvertisingResearch
JoelJ.DavisChapter4:Sampling
Slide4-38Sampling:ExamplesListentoafewtracksfromanewbandinordertodecideifyouwanttohearmoreReadseveralmoviereviews(fromamongallreviews)inordertodecideifyouwanttoseeit
Slide4-39Sampling:DefinedToselectandexaminemembersofalargerpopulationinorderto:Learnsomethingnew,andDrawconclusionsaboutthelargerpopulationfromwhichthesampleditemsaremembers
Slide4-40RandomSamplingMostassociatedwithquantitativeresearchDefinedas:whereeachmemberofthepopulationofinteresthasanequalprobabilityofbeingselected
Slide4-41SampleandCensusSampleexaminesasubsetofthepopulationCensusexamineseverymemberofthepopulation
Slide4-42SampleVs.CensusSamplevs.censusisusedmostofteninprimaryresearchdueto:TimeandcostinvolvedinacensusFeasibilityLogistics
Slide4-43CensusVs.SampleCensusispreferablewhen:PopulationofinterestissmallandidentifiableSamplingmighteliminateimportantcasesCredibilityrequiresconsiderationofallmembersofpopulation
Slide4-44DefineTargetPopulationNeedtoexplicitlyspecifycharacteristicsofgrouptobesampledUnambiguouslydescribedesiredcharacteristicsDifferentiatecharacteristicsofthoseofinterestfromthosenotofinterest
Slide4-45TargetDefinition:InanimatePopulations“ToobtainrandomsampleofretailpricesoftheleadingbrandsofpainrelieversinstoresacrosstheUnitedStates”Doesthisrefertoregularsellingpriceofasaleprice?
Slide4-46TargetDefinition:InanimatePopulations“ToobtainrandomsampleofretailpricesoftheleadingbrandsofpainrelieversinstoresacrosstheUnitedStates”O(jiān)nwhatbasiswillleadingbrandsbeidentifiedandselected?
Slide4-47TargetDefinition:InanimatePopulations“ToobtainrandomsampleofretailpricesoftheleadingbrandsofpainrelieversinstoresacrosstheUnitedStates”Whattypesofstoreswillbesampled?Wherewilltheybelocated?
Slide4-48TargetDefinition:InanimatePopulations“ToobtainrandomsampleofretailpricesoftheleadingbrandsofpainrelieversinstoresacrosstheUnitedStates”Anyproductdesignedtorelieveanytypeofpain?
Slide4-49TargetDefinition:InanimatePopulationsPriceUsualsellingpricePainrelieversAnyaspirin,acetaminophen-oribuprofen-basedproductspecificallysoldtorelieveheadacheormusclepainLeadingbrandsFivetopsellingbrandsofpainrelieversbasedon2010unitsalesStoresGroceryanddrugCitiesFourcitiesfromamongtop10,fourfromthoseranked11-20andfourfromthoseranked21-30,basedon2010censusSizesandprices100and250regulartabletand30tabletgelcap
Slide4-50TargetDefinition:HumanPopulationImaginethatwithinthepastfourmonthsMarvelComicshasaddedfiveadditionalpagesofadvertisingtoitsseriesofX-Mencomics.ThesepageshavebeenaddedonatestbasisandwereonlyincludedincomicssenttoretailoutletsandsubscribinghomesthatarewithintheChicagocitylimits.Marvelnowwantstoexplorereactionstotheadvertising.
Slide4-51TargetDefinition:HumanPopulationSampleA:PurchasersofMarvelX-MencomicbooksSampleB:SubscriberstoMarvelX-Mencomics
Slide4-52TargetDefinition:HumanPopulationSampleA:PurchasersofMarvelX-MencomicbooksSampleB:SubscriberstoMarvelX-MencomicsDefinitionsAandBaretoobroad.A"purchaser"ofacomicbookisnotnecessarilythereaderofthecomic.Asubscriberisnotnecessarilythereader(forexample,iftheparentsubscribestothecomiconbehalfofthechild.)Nomentionofgeographicrestrictions.
Slide4-53TargetDefinition:HumanPopulationSampleC:ReadersofMarvelX-MencomicbooksSampleD:IndividualswhohavereadanyMarvelX-mencomicwithinthelast30days
Slide4-54TargetDefinition:HumanPopulationSampleC:ReadersofMarvelX-MencomicbooksSampleD:IndividualswhohavereadanyMarvelX-mencomicwithinthelast30daysDefinitionsCandDarevagueandambiguous.
“Reader”includesthosewhohavereadthemostrecentissuesandthosewhoreadanissuefouryearsagobutnotsince.“AnyX-Mencomicswithinthepast30days"doesnotnecessarilymeanthatthecomicreadisoneofthemorerecentissues."AnyX-Mencomic"canrefertoarecentissueoranissuethatistenormoreyearsold.Nomentionismadeofgeographicrestrictions.
Slide4-55TargetDefinition:HumanPopulationSampleE:Menandwomenbetweentheagesof10and17whohavereadatleastthreenewissuesofmarvelX-Mencomicswithinthepastfourmonths
Slide4-56TargetDefinition:HumanPopulationSampleE:Menandwomenbetweentheagesof10and17whohavereadatleastthreenewissuesofmarvelX-MencomicswithinthepastfourmonthsDefinitionEisbetterbut...UpperboundagerestrictiontoolimitingandcanledtobiasNomentionismadeofgeographicrestrictions.
Slide4-57TargetDefinition:HumanPopulation
MenandwomenovertheageofsevenwhohavereadatleastthreenewissuesofMarvelX-Mencomicswithinthepastfourmonths.Theseindividualswilleither(a)obtaintheircomicsbysubscriptionandresidewithintheChicagocitylimitsor(b)benon-subscribersbutpurchasetheminimumofthreenewissuesofX-MencomicsallfromretailoutletsfoundwithintheChicagocitylimits.
Slide4-58SelectSamplingMethodProbabilityornonprobabilitysampledeterminedby:TypeofgeneralizationrequiredNeedtominimizesamplingerrorStudytimingCost
Slide4-59ProbabilityVs.NonprobabilitySamplesProbabilitysamplesletaresearcher:EstimatesamplingerrorCalculatereliabilityStatisticallydeterminesamplesizeGeneralizefindingstosampleuniverse
Slide4-60ProbabilityVs.NonprobabilitySamplesProbabilitysamplesletaresearcher:EstimatesamplingerrorCalculatereliabilityStatisticallydeterminesamplesizeGeneralizefindingstosampleuniverseNonprobabilitysamplesarequickandinexpensiveProvideverylimitedgeneralizability
Slide4-61SampleFrameProvidesdetailonwheremembersoftargetpopulationwillcomefromTwoapproachesConstructorobtainlistSpecifyaprocedure,suchasrandomdigitdialing
Slide4-62EvaluatingaSampleFrameAdequacyofsampleframeevaluatedintermsofhowwelltheframerepresentstargetpopulationPerfectframeisidenticaltotargetOver-registeredframeistoobroadUnder-registeredframeistoonarrow
Slide4-63TypesofProbabilitySamplingSimplerandomSystematicrandomStratifiedrandom
Slide4-64SimpleRandomSamplingTwentystudents:halfparticipatehalfdonot
Slide4-65SimpleRandomSamplingRandomselection:flipacoinRandomsampleofsixstudentsresemblingtotalclassHalfparticipateandhalfdonot
Slide4-66SystematicRandomSamplingDefinefinalsamplesize-inthiscase5Definetotalsample(20)bydesiredsamplesize(5)-resultis4
Slide4-67SystematicRandomSamplingDefinefinalsamplesize-inthiscase5Definetotalsample(20)bydesiredsamplesize(5)-resultis4Startwithstudent1andselectevery4thstudent
Slide4-68StratifiedSamplesUsedinsituationsinwhichitisbelievedthereislargevariationduetoobservablerespondentcharacteristicsFoursteps:DetermineclassificationcriteriathatdefinestrataEachelement/individualisassignedtoonlyonestrateDeterminetotalsamplesizeSelectindependentrandomsamplesfromeachstrata
Slide4-69StratifiedSample:ProportionateAssignindividualstostrataThosewhousebooks(20%)Thosewhousecomputers(80%)
Slide4-70StratifiedSample:ProportionateSelectfinalsamplesize(8individuals)Selectsampleinproportiontooriginalstratasize
Slide4-71StratifiedSample:DisproportionateDeterminenumberofstrata:twoThosewhousebooksThosewhousecomputers
Slide4-72StratifiedSample:DisproportionateDeterminefinalsamplesize:(8individuals)Evenlysplitfinalsampleacrosstwostrata,selectingfourindividualsfromeach
Slide4-73ConfidenceIntervalandLevelConfidenceintervalisanestimate(plusorminus)ofthevalueofthepopulationestimateConfidencelevelisthemathematicaldegreeofconfidencethatthepopulationestimatelieswithintheconfidenceinterval
Slide4-74ConfidenceIntervalandLevelTwoapproachestousingconfidenceintervalandleveltodeterminesamplesizeManualcalculationusingstatisticalformulaeOnlinesamplesizecalculatorsuchasprovidedbyCreativeResearchSystems
Slide4-75SampleSizeandNumberofContactsNotallpeopleselected/contactedwillparticipateNumberofcontactsmustthereforebehigherthandesiredfinalsamplesizeCalculatedbytheformula:Requirednumberofcontacts=DSS÷(ATP*CS)DSSisdesiredfinalsamplesizeATPpercentagewhowillagreetoparticipateCSpercentagewhowillprovideuseable,completedata
Slide4-76SampleBiasImportanttoeliminateOnlywithoutbiascanresearcherconfidentlygeneralizefindingsOccurswhenrespondentsareselectedinawaythatviolatestruerandomselectionUseoftelephonebooks,forexample,doesnotallowforcontactofthosewithunlistednumber
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