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Untitled Deck Flashcards

1
Q

What are the applied research principles according to the insights association (IA)?

A
  1. Respect the data subjects and their rights as specified by law and or this code.
  2. Be transparent about the collection of personally identifiable information (PII).
  3. Act with high standards of integrity, professionalism, and transparency in all relationships and practices.
  4. Comply with all applicable laws and regulations as well as applicable privacy policies and terms and conditions that cover the use of subjects’ data.
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2
Q

What is secondary research and what are some examples?

A

Using other people’s data for your study. Examples include:
- Governmental bodies
- Non-governmental organizations such as businesses, media, nonprofits, etc.
- Databases
- Peer-reviewed journals.

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3
Q

What is a research objective?

A

The research-specific component intended to address the overarching business goals driving a research project.

I.e understanding the factors that contribute to consumer’s staying at a hotel.

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4
Q

What is a research question?

A

The big picture questions that provide the framework for your research project.

Examples include:
- What role does your financial state (such as income or employment status) play in consumers staying in a hotel?
- Does a consumer’s desired level of socialization factor into their decision to stay in a hotel?

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5
Q

What are the different source types for secondary research?

A

Nonpublic sources include:
- Internal client materials
- Academic resources (paywall and not user-friendly)
- Proprietary resources such as MRI Simmons and Mintel.

Public sources include:
- Government resources such as census or range of public demographics
- Nonprofits such as Statista or the Pew Research Center
- Media coverage such as news articles and Google Trends.

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6
Q

What are important things to understand when looking into secondary sources?

A
  1. Not every source is created equally.
  2. Poor sources could bring bad data or wrong information to the table.
  3. Make sure you seek out credible sources.
  4. If you aren’t sure of the validity of a source, don’t use it.
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7
Q

What are positive aspects of qualitative research?

A
  • Helps you to understand the why and how.
  • Probes people’s thoughts, perceptions, and beliefs.
  • Lots of flexibility and adaptability.
  • Helps you dig deep and expand past plain logic.
  • Open investigation of new helps you to understand people’s perception of a phenomenon.
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8
Q

What are some of the limitations of qualitative research?

A
  • It has a limited scope and can sometimes just be a small scope of people and their view of the world.
  • Questions of rigor: How well is the study being conducted?
  • Researchers can influence answers to questions simply by being present.
  • It’s very time-consuming to interpret the data.
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9
Q

How do we discover insights?

A

The backbone of an insight is through secondary research and then primary research. Sometimes if you have strong secondary research, primary research is not needed.

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10
Q

What is applied research?

A

Practical real-world problems with specific and actionable solutions.

I.e solves an issue for a specific business such as a non-profit.

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11
Q

What is academic or basic research?

A

Used to expand theory, methodology, general exploration, and discovery.

I.e solves a wide variety of issues for the non-profit industry as a whole.

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12
Q

What is ethics in research?

A

Moral principles and guidelines that researchers must follow when conducting studies, ensuring the protection of participants’ rights, welfare, and dignity, while also upholding scientific integrity and social responsibility throughout the research process.

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13
Q

What does the Institutional Review Board do?

A

Ensures that proposals are operated in an ethical manner.

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14
Q

What is human subjects research?

A

Research when data is collected through interaction, intervention, or analysis of identifiable information.

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15
Q

What is the respect for persons principle?

A

A self-determination of risks, benefits, and procedures.

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16
Q

What is the ethical principle of beneficence?

A

Do good and no harm, maximize possible benefits and minimize possible harms.

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17
Q

What is the ethical principle of justice?

A

Fairness in distribution or what is deserved, treating people equally.

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18
Q

What are the IA ethic codes regarding secondary data?

A
  1. Ensure that the data collected was not in violation of restrictions imposed by laws or regulations, or in ways that were not apparent or reasonably understood or anticipated by the research subject.
  2. Ensure that the use is not incompatible with the purpose for which the data was originally collected.
  3. Ensure that the use of data will not result in any harm to research subjects and that there are measures in place to guard against such harm.
  4. Be transparent about any underlying data set including its origins, use rights, custodianship, structure, populations represented, and IP ownership considerations.
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19
Q

What do you need to do when you collect consent?

A
  1. Purpose and procedures.
  2. Potential benefits and risk.
  3. Privacy and confidentiality.
  4. Future research.
  5. Compensation (if applicable).
  6. A reminder that participation is voluntary.
  7. Information about video or audio recording.
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20
Q

What is the difference between anonymity and confidentiality?

A

Anonymity means information will never be linked to a specific respondent, which is practically impossible in many forms of qualitative research. Confidentiality is your guarantee to give the best possible efforts to hide participants’ identity, e.g., fake names used.

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21
Q

Explain the different types of interviews used to obtain qualitative data.

A
  • In-depth interviews: Full deep dive can be 1-2 hours.
  • Expert Interviews: Interviewing a CEO, leader, or expert of a topic, anyone who is an opinion leader and viewed as having extensive knowledge of a subject.
  • Clarifying interview: Short observational study, ask someone why they are doing something.
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22
Q

What are focus groups as a method to collect qualitative data?

A

A group of people sharing their thoughts and perspective. Use 6-8 people for equal air time and they shouldn’t know each other. They can go wrong when people steer away from the topic being discussed.

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23
Q

What is ethnographic research as a method to collect qualitative data?

A

Study of individuals within the medium that your brand operates, e.g., store, restaurant, home, etc. Aiming to see someone in a natural environment, more detailed than an interview, no recall.

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24
Q

What are the three different types of observation?

A
  • Naturalistic: Observation of the consumer in a natural setting without their awareness, no manipulation or intervention.
  • Participant: Observing consumer behavior in a natural setting while participating in the situation.
  • Structured: Observation of consumers in a controlled setting such as a lab with or without the researcher’s direct involvement.
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25
Q

What is rigor in research?

A

Commitment to the best practices and standards when conducting research. Critical in research so that you can deliver the best possible insights to your client.

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26
Q

Ways to ensure rigor in research?

A
  1. Record everything.
  2. Take good notes.
  3. Triangulate your methods.
  4. Have multiple moderators/interviewers.
  5. Use ‘bracketing’ to mitigate potential bias: what you think will be learned and why.
  6. Keep your RQs and business objective on top of mind.
  7. Use a research team.
  8. No shortcuts.
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27
Q

What is data collection?

A

Research instrument: The tool being used to collect and measure data. In qualitative research, all components must be iterative (modifying and changing to adapt).

28
Q

What are some standard practices for conducting qualitative research?

A
  • Funnel technique: Broad and then specific.
  • Avoid priming to get ‘cold’ reads on their experiences and opinions.
  • Avoid softball questions: questions that may be relevant to the topic but also easy to research and find.
29
Q

Use HOKA as an example of qualitative research.

A
  • BO (Business Objective): Increase purchases from one-time customers.
  • RO (Research Objective): Find out what factors positively influenced their last purchase.
  • Research Question: What are the factors that contributed to your product satisfaction?
30
Q

What does quantitative data allow you to do?

A

Quantify and precisely measure something. It gets us the ‘what’ and allows for standardization, extrapolation to a population, and helps you understand the size of your audience.

31
Q

What is the experimental method?

A

A form of quantitative data collection that alters the stimulus received by a test group and compares the results with a control group.

32
Q

What is a survey?

A

Basic method of quantitative research, getting people’s opinions by mail, telephone, or most commonly, the internet.

33
Q

What is sentiment analysis?

A

A basic method of quantitative research that computationally identifies and categorizes opinions on a piece of text to determine if a writer’s attitude towards a particular topic or product is good or negative.

34
Q

What are some of the drawbacks of quantitative analysis?

A
  • No flexibility.
  • No space for personalization.
  • Need a relatively large sample size.
  • Extensive knowledge and preparation required.
  • Results can be overstated.
35
Q

What is operationalization?

A

Clearly established and articulated definitions for key concepts and variables.

I.e A concept is brand loyalty.

36
Q

What is a core principle about correlation?

A

Correlation DOES NOT cause causation. Survey research at best tells you if two variables are related.

37
Q

What is the difference between a research question and a hypothesis?

A

Research Questions are open to any possible outcome and are applied research. Hypothesis is a specific relationship and is academic research.

38
Q

What is the difference between a population and a sample?

A

Population is a group on which information is being gathered and analyzed, while a sample is a representative subset of data drawn from the population.

39
Q

What is probability sampling?

A

The gold standard of sampling, which includes simple random sampling and stratified random sampling.

40
Q

What is nonprobability sampling?

A

When probability samples are not feasible due to time and money. Cannot extrapolate but can still assert some confidence.

41
Q

What are the different types of errors in research?

A
  • Random error: cannot be controlled.
  • Measurement error: Inconsistencies from instrument or research procedures.
  • Sampling error: Difference in what you find in the sample vs what you find in the population.
42
Q

What is margin of error?

A

Also referred to as confidence level, it is the amount of potential error around a statistic, typically expressed as a percentage.

43
Q

How do you structure a survey?

A

Screeners first to determine who is qualified, followed by values, perceptions, behaviors, category, competitor, brand specific, and demographics.

44
Q

What are common rules for writing questions for a survey?

A

Be concise and clear, avoid jargon and double-barreled questions, and ensure relevance.

45
Q

What is user experience (UX) research and what are some examples?

A

Studying how users interact with a product or service to understand their needs, behaviors, and pain points. Examples include card sorting and tree testing.

46
Q

When should you use tree testing compared to card sorting?

A

Card sorting is a generative method used for discovering possible groupings, while tree testing is good for discovering a potential navigation hierarchy.

47
Q

What is a creative brief?

A

A brief document that distills and summarizes the agencies, serving as a bridge between the research/strategy and the creative content.

48
Q

What are the requirements of a creative brief and why do we need it?

A

Clarity, brevity, and practical implications are required. It helps creatives know who they are talking to and ensures the creative work meets communication objectives.

49
Q

What is a project brief?

A

The overall direction of the campaign, which can be adjusted to individual ads or specific projects.

50
Q

What is a contemporary brief?

A

The expansive role of account planning to direct the advertising strategy.

51
Q

What is a project brief?

A

The overall direction of the campaign (not specific). Can be adjusted to either, individual ads, or specific projects. Pragmatic view of advertising.

52
Q

What are the questions associated with a project brief?

A

What we are advertising? Whom we are talking to? What is the objective? Where is the advertising running? When is the deadline.

53
Q

What is a contemporary brief?

A

The expansive role of account planning to direct the creative team, digital team, a media team, a public relations team, and perhaps marketing services. A road map of an advertising campaign. Mature market in the U.S. Emotional rather than functional. Accountability.

54
Q

What are the questions asked in a contemporary brief?

A

What is the problem? To whom are we marketing? How will we measure success? What tone do we want to take? What are mandatories and key milestones.

55
Q

What is a super brief?

A

A creative brief is a contradiction to some creative directors. More stimulus leads to more creativity. Not as creative focused, more black and white. Focuses on a single question and leaves all other ‘non essentials’ to the creative team.

56
Q

What is an example of a super brief?

A

“How do we demonstrate that our new sports car accelerates faster than any car?” Show it racing Usain Bolt.

57
Q

What is the account planner’s job?

A

Use the brief to tell the story of what the brand should do in the context of the consumer.

58
Q

What are the objectives of the account planner?

A
  1. Paint a vivid picture of the consumer advertising will target. 2. Present the big idea as a novel solution to a consumer problem. 3. Quality control to stick on strategy.
59
Q

What is a business goal?

A

Focuses on achieving measurable, financial objectives like increased revenue or market share.

60
Q

What are brand goals?

A

Building a strong, recognizable identity and emotional connection with customers, often through perception and reputation.

61
Q

What are marketing objectives?

A

A form of business goals. Getting more people to buy. Getting them to buy more frequently. Getting them to spend more time on the website.

62
Q

What are communication objectives?

A

Falls under brand goals. Was the message compelling? Were the creative execution and strategy equally compelling? Did the media activity or other activity run as planned?

63
Q

What are AAU (Awareness, Attitude, and Usage studies)?

A

A pre and post-measure study of brand awareness. Quantitative to observe statistical significance, i.e., brand awareness increased from 20% before Ad campaign to 24% after the ad campaign.

64
Q

What is market mix modeling?

A

Numerically evaluates the impact of different factors to demonstrate the effectiveness of an advertising campaign. Gauge effectiveness before full launch of a campaign to optimize impact and engagement. Can show the money made through an ad compared to the money spent.

65
Q

How do you test the concepts of an AD?

A

You first test the concepts or the messaging behind the AD, then copy the final copy of the AD. This helps to prevent problematic marketing campaigns.

66
Q

What are leading and lagging indicators?

A

Communication and brand goals are leading indicators because when they increase, business goals are likely to follow. Lagging indicators are business goals; you look at performance against long-term performance.

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