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Com Midterm > MIDTERM > Flashcards

MIDTERM Flashcards

1
Q

Predictive Research

A

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

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2
Q

Independent Variable

A

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

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3
Q

Dependent Variable

A

change as a result of some other factor

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4
Q

Types of Secondary Research

A
  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
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5
Q

Secondary research

A

the summary, collection, and synthesis of existed data

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6
Q

Primary research

A

original data sought out for interviews or focus groups

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7
Q

Hypothesis

A

The relationship between IV and DV

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8
Q

Media Profile

A

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

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9
Q

ADV of Secondary Research

A
  • provides info faster & more economically than primary research
  • inexpensive
  • multiple studies
  • large studies
  • time to analyze
  • trusted sources
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10
Q

DISADVANTAGES of Secondary Research

A
  • not specific to topic
  • limited knowledge research methodology
  • conflicting. viewpoint
  • lack of depth
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11
Q

Web Site Optimization

A

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

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12
Q

off-site analysis vs. on-site analysis

A

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)
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13
Q

Sampling

A

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

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14
Q

probability vs non-probability sampling

A

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

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15
Q

4 types of probability sampling

A
  1. simple random
  2. systematic
  3. stratified
  4. cluster
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16
Q

3 types of non-probability sampling

A
  1. Convenient sampling
  2. Volunteer sampling
  3. Purposive sampling
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17
Q

Research report

A

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

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18
Q

Research Ethics

A

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

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19
Q

Methods to collect data

A

Mail Survey, Telephone Survey, Internet Survey,

20
Q

advantages of mail surveys

A
  • cover a wide area
  • anonymity
  • low cost
21
Q

Disadvantages of mail surveys

A

low response rate & misleading results

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

22
Q

advantages of telephone surveys

A

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

23
Q

Disadvantages of telephone surveys

A

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

24
Q

advantages of internet surveys

A

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

25
Q

Disadvantages of internet surveys

A

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

26
Q

Needs for Research in Ad and PRs

A
  • Save money by preventing rash decisions and helping to find the right strategies
  • Adapt to change
  • Help with internal operations
  • Gain on competitors
27
Q

What does an academic research report include?

A 
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
28
Q

What does a business research report include?

A 
Title
Executive Summary
Recommendations
Main research findings
restatement of original question
detailed research findings
research method
future research
appendices
annotated bibliography
29
Q

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

A

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

30
Q

Survey Design Types

A

Cross-sectional survey, Panel Study, and Trend Study

31
Q

interesting and simple questions are listed at…?

A

the beginning of a questionnaire

32
Q

What should be included in informed consent?

A

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

33
Q

Screener/filter/branching question placement?

A

first

34
Q

Tips for questionnaire wording:

A
  • AVOID ambiguities
  • use exhaustive categories, use - - mutually exclusive categories
  • AVOID double-barreled questions
  • AVOID asking leading questions- social desirability
  • AVOID double negatives
35
Q

Simple Random Sampling

A

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

36
Q

Systematic sampling

A

Divide the number of sampling units by the number of people you want to select .

Use the result to

Select every 0 th person

37
Q

Stratified Sampling

A

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

38
Q

Advertisers and public relations researchers use..

A

Cluster sampling

39
Q

Cluster sampling criteria

A
  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.
40
Q

Cluster sampling

A

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

41
Q

Convenience sampling

A

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.

42
Q

Volunteer Sampling

A

not generalizable

Self select to become part of the study after being asked

43
Q

Purposive Sampljng

A

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

44
Q

A good research report should be..

A

Truthful and insightful

45
Q

Goal of a research report

A

A narrative account that describes the study and its results

  • draws theoretical insights as
  • some practical applications
46
Q

What should be provided in informal consent?

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

Com Midterm (1 decks)

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