廣告調(diào)查(第二版)英文 課件 喬爾•戴維斯 ch1 The Nature and Process of Advertising Research、ch2 Research Ethics_第1頁
廣告調(diào)查(第二版)英文 課件 喬爾•戴維斯 ch1 The Nature and Process of Advertising Research、ch2 Research Ethics_第2頁
廣告調(diào)查(第二版)英文 課件 喬爾•戴維斯 ch1 The Nature and Process of Advertising Research、ch2 Research Ethics_第3頁
廣告調(diào)查(第二版)英文 課件 喬爾•戴維斯 ch1 The Nature and Process of Advertising Research、ch2 Research Ethics_第4頁
廣告調(diào)查(第二版)英文 課件 喬爾•戴維斯 ch1 The Nature and Process of Advertising Research、ch2 Research Ethics_第5頁
已閱讀5頁,還剩55頁未讀 繼續(xù)免費閱讀

下載本文檔

版權(quán)說明:本文檔由用戶提供并上傳,收益歸屬內(nèi)容提供方,若內(nèi)容存在侵權(quán),請進行舉報或認(rèn)領(lǐng)

文檔簡介

Slide1-1AdvertisingResearch

JoelJ.DavisChapter1:TheNatureandProcessofAdvertisingResearch

Slide1-2ContributionofResearchResearchcontributesthroughoutentireadvertisingplanningprocessContributesinfourmainareas:MarketConsumerCreativeMedia

Slide1-3ProcessofResearchContribution

Slide1-4ResearchContributions:TheMarketSuccessfuladvertisingplanningbuildsonresearch-drivenanalysisofthemarketplaceCurrentandpotentialfuturetrendsForcesshapingthemarketplaceHowmarketforcesaffectownandcompetitivebrandsandadvertising

Slide1-5ResearchContributions:TheConsumerEffectiveadvertisingbasedonthoroughunderstandingoftargetaudienceThreedimensionsoftargetaudienceanalysis:ConsumertrendsHowconsumersinteractwithbrand/product/serviceRelationshipbetweenconsumersandbrand/product/service

Slide1-6ForresterSegmentation:InvolvementWithSocialTechnologies

Slide1-7ResearchContributions:CreativeResearchhelpsthroughoutcreativedevelopmentIdentifystrongestessentialmessageIdentifystrengthsandweaknessesofalternativeapproachesSelectmostpowerfulapproachesforplacementinmedia(the“winning”approach)

Slide1-8ResearchContributions:CreativeResearchalsomakesacontributionaftercreativeisplacedinmediaTrackingevaluationstodeterminein-marketsuccessClaimsubstantiation

Slide1-9ResearchContributions:MediaResearchhelpsanswerquestionssuchas:Howmucharecompetitorsspending?Where,ifanywhere,shouldtheadvertisingbeconcentrated?Whenandhowshouldadvertisingbescheduled?Whatistheoptimalwaytousedifferentmedia?Whatisthebestmediamix?

Slide1-10ProcessofResearchContribution

Slide1-11WhoConductsResearch:InformationUsersIndividualswithdirectresponsibilityforbrand-andadvertising-relateddecisionsInvolvedinallstagesofresearchproject:fromplanningtoapplication

Slide1-12WhoConductsResearch:InformationUsersIndividualsonthe“clientside”arebrandmanagersandresearchspecialistsBrandmanagersresponsibleformarketing/advertisingofaspecificbrandResearchspecialistsresponsibleforcoordinating,gathering,analyzinganddisseminatingresearchfindings

Slide1-13WhoConductsResearch:InformationUsersAllindividualsonthe“agencyside”areinvolvedwithresearchInlargeragenciesthereistypicallyadedicatedresearchdepartmentSmalleragenciesmayuseaccountormediapersonneltoplanandconductresearch

Slide1-14WhoConductsResearch:InformationUsersAgencyresearchdepartment:Plans,conductsandanalyzesoriginalresearchExaminesandanalyzesresearchconductedbyothercompaniesWorkscloselywithclient’sresearchdepartment

Slide1-15WhoConductsResearch:AdditionalSourcesCustomsupplier:hiredonaprojectbyprojectbasisSyndicatedresearchcompanyMediaandconsultingcompaniesTradeassociationsFieldServices

Slide1-16FieldServiceAd

Slide1-17ProcessofAdvertisingResearchPreliminarydiscussionsandagreementsPlanninganddatacollectionApplication

Slide1-18PreliminaryDiscussionsandAgreements

Slide1-19ProblemStatementsType1:Relatestotheselectionofalternativesandtheevaluationofalternativeactions

Slide1-20ProblemStatementsType1:RelatestotheselectionofalternativesandtheevaluationofalternativeactionsType2:Relatestoproblemsandopportunities

Slide1-21ProblemStatementsType1:RelatestotheselectionofalternativesandtheevaluationofalternativeactionsType2:RelatestoproblemsandopportunitiesType3:Respondstoneedtobroadenknowledgeandunderstandingofconsumer,productormarket

Slide1-22JustifyResearchResearchisbestjustifiedwhen:ValueofinformationobtainedexceedscosttoacquireCostimplicationsofmakingwrongdecisionincrease

Slide1-23FinishingtheProblemStatement

Slide1-24PlanningandDataCollection

Slide1-25SecondaryResearchExaminesdatathatalreadyexistsandwhichwasgatheredforaresearchneedotherthanthecurrentoneSourcesinclude:InternalagencyorclientrecordsGovernmentagenciesTradeassociationsInformationbrokersResearchcompaniesPrintedorelectronicsources

Slide1-26PrimaryResearchThecollectionoforiginal,oftenproprietary,dataspecificallycollectedfortheidentifiedproblemCantakeoneoftwoforms:QualitativeQuantitative

Slide1-27QualitativeResearchPrimarilyusesopen-endedprobingquestionsCommonformsincludein-depthinterviewsandfocusgroupsMostappropriatewhenoneneeds:BackgroundinformationwhenlittleisknownInformationtoassistinproblemformulationAdeepunderstandingofconsumers’attitudes,feelings,beliefsandbehaviors

Slide1-28QuantitativeResearchBestusedwhen:GeneralizabilityisimportantStatisticaldifferencesbetweengroupsmustbedeterminedStatisticalanalysesarerequired

Slide1-29QuantitativeResearchThreemaintypes:ObservationPhysiologicalSurvey

Slide1-30SamplingandDataCollectionSamplingplanspecifieshowparticipantswillbeselectedProbabilitysampleNon-probabilitysample

Slide1-31SamplingandDataCollectionThemostappropriatesamplingoptiondeterminedby:ResearchobjectivesBudgetUrgencyNeedforgeneralization

Slide1-32SelectionofDataCollectionMethodFouroptions:In-personfacetofaceTelephoneMailsurveysMediatedelectronicmedia

Slide1-33PrepareandDistributeResearchProposalProposalconsistsof:ExecutiveSummaryBackgroundProblemStatementMethodologyCostTimingAppendices(ifneeded)

Slide1-34RemainingSteps

Slide1-35ApplicationDataanalysisPresentationoffindingsApplicationoffindingstodecision-making

Slide1-36Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.

Slide2-37AdvertisingResearch

JoelJ.DavisChapter2:ResearchEthics

Slide2-38EthicsDefinedEthicsaremoralprinciplesthathelpdeterminewhenacourseofactioniseitherrightorwrong

Slide2-39CodesofEthics

CodesofethicshelpmakeexpectationsexplicitThreecommonconcernsincodesofethicsare:AutonomyNonmaleficenceBeneficence

Slide2-40EthicsandRespondentsDecisiontoparticipatemustbeaninformeddecisionRespondentmaynotbemistreatedinanywayAbsoluterighttoconfidentialityandprivacy

Slide2-41InformedDecisionsandInformedConsentInformedconsentrequiredwheneverthereisarequestforprivateinformationInformedconsentprovidesinformationinthreeareas:ResearchcontextVoluntarynatureofparticipationCharacteristicsoftheresearch

Slide2-42CharacteristicsofWell-WrittenInformedConsentDocumentFamiliarwordsConsistentterminologyShort,simplesentencesShortlinelengthShortparagraphsActiveverbsUseofpersonalpronounsIdeasareclearandlogicallysequenced

Slide2-43CharacteristicsofWell-WrittenInformedConsentDocument(cont’d)StudypurposepresentedearlyTitles,subtitlesandheadersclarifyorganizationEasytounderstandheadersJustifiedleftmarginsUpperandlowercaselettersEasytoreadfontNolargeblocksofprint

Slide2-44RespondentMistreatmentAvoid…Frequent,repeatedattemptstoconducttheinterviewOverlylongsurveysnotbeingdescribedassuchAskingpersonalquestionsfor“information’ssake”

Slide2-45ConfidentialityandPrivacyConfidentialityisabsoluteunlessrespondentisexplicitlyinformedotherwise.Nooneshoulduseordiscussrespondent-identifiabledataIdentifyinginformationshouldbedeletedbeforeshowingquestionnairesInvisibleidentifiersshouldnotbeusedRespondentsmustalsobeinformedofanypotentialprivacyviolations

Slide2-46EthicsandResearchWithChildrenChild’srightssupercederesearcher’srightsNophysicalorpsychologicalharmNocoerciontoparticipateNodiagnosticinformationofferedNoexceptionsevenifpaymentismade

Slide2-47EthicsandResearchinOnlineCommunitiesInformedconsentisnotrequiredforthecollectionoranalysisofinformationcollectedinpublicspacesIsonlinepublicorprivatespace?

Slide2-48EthicsandResearchinVirtualWordsTherighttoknowthatIamasubjectTherighttoknowyouasaresearcherTherighttoknowwhoapprovedyourstudyTherighttolearntherisksTherighttolearnthebenefitsTherighttoknowwhymyavatarwaschosen

Slide2-49EthicsandResearchinVirtualWords(cont’d)TherighttoparticipateasmyavatarTherighttoprotectmygroupTherighttoteleportTherighttodebriefingTherighttobeleftalone

Slide2-50EthicalResponsibilitiestoClientsResearchrecommendationsshouldbeappropriate

Slide2-51EthicalResponsibilitiestoClientsResearchrecommendationsshouldbeappropriateAllinformationtreatedasconfidentialandproprietary

Slide2-52EthicalResponsibilitiestoClientsResearchrecommendationsshouldbeappropriateAllinformationtreatedasconfidentialandproprietaryClientinformedastoallprojectchanges

Slide2-53EthicalResponsibilitiestoClientsResearchrecommendationsshouldbeappropriateAllinformationtreatedasconfidentialandproprietaryClientinformedastoallprojectchangesDataandfindingspresentedinastraightforwardandnon

溫馨提示

  • 1. 本站所有資源如無特殊說明,都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請下載最新的WinRAR軟件解壓。
  • 2. 本站的文檔不包含任何第三方提供的附件圖紙等,如果需要附件,請聯(lián)系上傳者。文件的所有權(quán)益歸上傳用戶所有。
  • 3. 本站RAR壓縮包中若帶圖紙,網(wǎng)頁內(nèi)容里面會有圖紙預(yù)覽,若沒有圖紙預(yù)覽就沒有圖紙。
  • 4. 未經(jīng)權(quán)益所有人同意不得將文件中的內(nèi)容挪作商業(yè)或盈利用途。
  • 5. 人人文庫網(wǎng)僅提供信息存儲空間,僅對用戶上傳內(nèi)容的表現(xiàn)方式做保護處理,對用戶上傳分享的文檔內(nèi)容本身不做任何修改或編輯,并不能對任何下載內(nèi)容負(fù)責(zé)。
  • 6. 下載文件中如有侵權(quán)或不適當(dāng)內(nèi)容,請與我們聯(lián)系,我們立即糾正。
  • 7. 本站不保證下載資源的準(zhǔn)確性、安全性和完整性, 同時也不承擔(dān)用戶因使用這些下載資源對自己和他人造成任何形式的傷害或損失。

評論

0/150

提交評論