MIDTERM

Question 1

Predictive Research

Answer 1

attempts to establish predictability, helps predict what customers might want in the future.

Question 2

Independent Variable

Answer 2

changes on its own, not as a result of some other factor

Question 3

Dependent Variable

Answer 3

change as a result of some other factor

Question 4

Types of Secondary Research

Answer 4

1. Syndicated: a research company licenses the use of. the information to multiple parties
   - not free
   ex. Neilsen
2. Published research or articles: Provide ongoing research and collect research for their respected industries.
   - free to be repurposed
   ex. Advertising Age, Adweek,
3. Government reports: offers ongoing measures on the economy of the US and collect info on their respective economic factors and constituents.
   ex. US census, US department of Labor, Statistical, Iconoculture
4. User-generated media: finding secondary info on the internet,
   ex. Google, Microsoft Atlas, ComScore

Question 5

Secondary research

Answer 5

the summary, collection, and synthesis of existed data

Question 6

Primary research

Answer 6

original data sought out for interviews or focus groups

Question 7

Hypothesis

Answer 7

The relationship between IV and DV

Question 8

Media Profile

Answer 8

purpose: to understand if it has an appropriate audience for whatever communications strategy..

will tell you who is reading, watching, or listening to a certain media vehicle

Question 9

ADV of Secondary Research

Answer 9

• provides info faster & more economically than primary research
• inexpensive
• multiple studies
• large studies
• time to analyze
• trusted sources

Question 10

DISADVANTAGES of Secondary Research

Answer 10

• not specific to topic
• limited knowledge research methodology
• conflicting. viewpoint
• lack of depth

Question 11

Web Site Optimization

Answer 11

The process of reducing the size and complexity of a website in order to maximize the performance and speed of the site.

Question 12

off-site analysis vs. on-site analysis

Answer 12

offsite- how the website does in the internet universe

onsite (back-end)- how engaged the user is on the website, back-end of the marketing or sales process

• a session (series of page requests)
• bounce rate (tries site but rejects the content)

Question 13

Sampling

Answer 13

a technique for selecting a subset of units from a population in order to produce an estimate of some characteristics of the population

Question 14

probability vs non-probability sampling

Answer 14

probability is equal chance of being selected (random sampling) and non-probability is representative of the entire population

Question 15

4 types of probability sampling

Answer 15

1. simple random
2. systematic
3. stratified
4. cluster

Question 16

3 types of non-probability sampling

Answer 16

1. Convenient sampling
2. Volunteer sampling
3. Purposive sampling

Question 17

Research report

Answer 17

a multi-page document that usually contains several sub-topics of information related to one main topic

Question 18

Research Ethics

Answer 18

a set of guidelines to assist the researcher in conducting ethical research

Question 19

Methods to collect data

Answer 19

Mail Survey, Telephone Survey, Internet Survey,

Question 20

advantages of mail surveys

Answer 20

• cover a wide area
• anonymity
• low cost

Question 21

Disadvantages of mail surveys

Answer 21

low response rate & misleading results

**people who take the time are more educated with higher income

Question 22

advantages of telephone surveys

Answer 22

Less costly,people can be more candid, not face to face.

Question 23

Disadvantages of telephone surveys

Answer 23

Not all people can be surveyed, may not be home,unlisted, or cell phones.

Question 24

advantages of internet surveys

Answer 24

rapid development, real-time reporting, reduced costs, personalized questions and data, improved respondent participation, contact with the hard-to-reach

Question 25

Disadvantages of internet surveys

Answer 25

No way of knowing that the person recruited for the study is the person completing the questionnaire

Question 26

Needs for Research in Ad and PRs

Answer 26

- Save money by preventing rash decisions and helping to find the right strategies - Adapt to change - Help with internal operations - Gain on competitors

Question 27

What does an academic research report include?

Answer 27

``` Title Abstract Explanation of Topic Literature Review Research. Questions Hypothesis and null hypothesis Research Method Findings Discussion of findings Conclusions Future Research Summary Bibliography Appendices * Order often reversed ```

Question 28

What does a business research report include?

Answer 28

``` Title Executive Summary Recommendations Main research findings restatement of original question detailed research findings research method future research appendices annotated bibliography ```

Question 29

What are the differences between academic research report and business research report?

Answer 29

research reports for academic purposes contain. different items and are arranged in a different order than are research reports for business.

Question 30

Survey Design Types

Answer 30

Cross-sectional survey, Panel Study, and Trend Study

Question 31

interesting and simple questions are listed at...?

Answer 31

the beginning of a questionnaire

Question 32

What should be included in informed consent?

Answer 32

(1) disclosure of information, (2) competency of the patient (or surrogate) to make a decision, and (3) voluntary nature of the decision

Question 33

Screener/filter/branching question placement?

Answer 33

first

Question 34

Tips for questionnaire wording:

Answer 34

- AVOID ambiguities - use exhaustive categories, use - - mutually exclusive categories - AVOID double-barreled questions - AVOID asking leading questions- social desirability - AVOID double negatives

Question 35

Simple Random Sampling

Answer 35

Use computer random generation to choose who to survey > assign all the customers a number > use computer to randomly select 500 numbers between 1 and 20,000. > each has an equal chance of being selected

Question 36

Systematic sampling

Answer 36

Divide the number of sampling units by the number of people you want to select . Use the result to Select every 0 th person

Question 37

Stratified Sampling

Answer 37

ensures representation of each strata in proportion to the population l.

Question 38

Advertisers and public relations researchers use..

Answer 38

Cluster sampling

Question 39

Cluster sampling criteria

Answer 39

1. Physical boundaries clearly defined 2. Clusters located in close proximity 3. The number of people in each cluster should be limited. 4. The researcher should know the size of the cluster prior to selecting the sample.

Question 40

Cluster sampling

Answer 40

Use to survey units within randomly selected clusters when a sampling frame of units is not available Randomly select several cities, then select several blocks, then randomly select a cluster of houses

Question 41

Convenience sampling

Answer 41

Collects general info about the topic Used to conduct other types of probability research or to draw conclusions Exploratory research No randomization properties Usually when large numbers of people congregate or pass by the particular location.

Question 42

Volunteer Sampling

Answer 42

not generalizable | Self select to become part of the study after being asked

Question 43

Purposive Sampljng

Answer 43

Aka judge mental or expert Produce a sample that can be logically assumed to be representative of the population -not well defined

Question 44

A good research report should be..

Answer 44

Truthful and insightful

Question 45

Goal of a research report

Answer 45

A narrative account that describes the study and its results - draws theoretical insights as - some practical applications

Question 46

What should be provided in informal consent?

Answer 46

1. Disclosure of information 2. Competency of the park tent 3. Voluntary nature of the decision