Advertising Ch 6

Internal Valibity

Has X cause Y?

• You conclude that the new packaging has caused sales to go up. Is there an issue with internal validity?

External Validity

Are our results generalizable to the ‘real world’ to other people, settings, treatments, and time periods?

Probability Sampling

Everyone in the targeted population has equal chance

Non Probability Sampling

Does not provide everyone in targeted population with equal chance

Validity

Must reflect the truth (Free of bias)

Reliability

Must be a repeatable producing the same result

Posttesting methods

• Attitude- questionnaire that measures ppl feels, thinks, and tends to behave toward a specific topic

• Recall- To see what info has been memorized

• Inquiry- how well an ad works by counting how many people respond or ask for more information

• Sales- measure if an ad actually increases product purchases

Direct Questioning

Method used to evaluate whether a survey questionnaire is reliable, clear, and valid before deploying it to the general public

Quantitative

Specific measurements, such as consumer awareness of a product or service

Qualitative

In depth open ended questions

Qualitative research methods

Projective- Indirect question to understand underlying feeling, attitude, opinions, and motives

Intensive- In-depth interview and Focus group

Ethnographic- Going with people to see how they live and do things

Account Planner

The agency specialist who represents the consumer

4 Categories of Advertising Research

1. Advertising Strategy Research

2. Creative Concept Research

3. Pretesting

4. Posttesting

Creative Concept Research

Tests early creative ideas, names, and slogans to fix communication errors early

Advertising Strategy Research

Solidify the product concept, target audience profile, message elements, and media selection

5-Step Marketing Research Process

1. Problem Definition

2. Developing the Research Plan

3. Collect Information

4. Develop Findings

5. Take Marketing Actions

Research Types by Objective

Exploratory: Gathers preliminary info to define problems and suggest hypotheses

Descriptive: Describes market potential or consumer demographics

Causal: Tests cause-and-effect relationships (e.g., does changing packaging increase sales?