Term
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Definition
| Strat comm research exam 1 |
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Term
| What are the characteristics of good research and report writting? |
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Definition
1. Clarity and concisness
2. Completeness
3. Correctness
4. Coherence |
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Term
| What is contained in a written research report? |
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Definition
1. Title Page
2. Tble of contents
3. Executive summary
4. Background
5. Methodology
6. Findings
7. Conclusions
8. Recommendations and next steps
9. Appendices |
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Term
| Primary and secondary information |
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Definition
| refers to the organization initially responsible for the reearch and the circumstances under which the researh was initially conducted |
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Term
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Definition
| Research that has been collected by others, for some other reason |
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Term
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Definition
| Research collected to specifically satisy the individual's informational needs |
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Term
| Primary and secondary sources |
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Definition
| refer to the involvement of the informations source in the conduct of research |
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Term
| Why is primary research better? |
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Definition
1. Completeness
2.Accuracy
3. Quality Report (methodology) |
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Term
| Why wold you use secondary research? |
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Definition
1. Directly answers advertiser's informational needs
2. Provides insight on how to conduct the research
3. Contributes to te questionaire development |
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Term
| Sources of secondary research |
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Definition
1. Internal- Coming from the client
2. External- Newspapers, mags, trade publications, academic journals |
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Term
| Types of primary research |
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Definition
1. Qualitative
2. Quantitative |
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Term
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Definition
PRIMARY
* Used when you need background information, to develop a hypotheses, to get ideas in consumers own words |
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Term
| What are the Qualitative Methods? |
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Definition
1. Personal interviews
* Single respondent
* Small sample size 5 to 15
* used when extensive info is needed (attitudes), topic is confidential or uncomfortable, the presecence of others would stunt answers
2. Focus Groups
* conucted on groups, 3 to 15
* used when others help generate ideas |
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Term
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Definition
PRIMARy
When...
Generalization
correlation
cause and effect
control
...are needed |
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Term
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Definition
1. Experiment (want to present causation, need to control enviornment)
2. Oberservational Research (can be natural or contrived)
3. Surveys (generalize population, establis correlations between variables)
4. Physiological research (behavioral) |
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Term
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Definition
includes every subset of the group of interest
evey woman 19-25 |
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Term
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Definition
the "things" being considered for selection in a sample
college sophomores
purchasers of a car in the last 6 months |
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Term
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Definition
| the actual list of sampling units from which the sample is selected |
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Term
| Two main types of sampling methods |
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Definition
1. Probability
2. non probablility |
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Term
| types of probability sampling methods |
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Definition
1. Simple random ...random number chart, drop penny
2. Systematic Random... count list, take every 11th, start at random point
3. Stratified Random... seperate into strat (gender), and then do a simple random |
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Term
| Non probability sampling methods |
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Definition
1. convenience...whoever will
2. quota....represent actual precentages of populations
3. snowball....get your friends |
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Term
| Verbal questioning techniques |
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Definition
1. Direct and factual
2. structural (to understand how feelings are organized...how do you and your friends discuss all the different tastes of beers)
3. grand tour
4. idealization
5.contrast
6. hypothertical interaction
7. third person |
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Term
| Differnce of qualitative vs. Quantitative Research |
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Definition
1. there is no one reality
2. individuals and qualaties are different and cannot be categorized
3. Goal: develop unique explanation about given phenomenon, specific
4. researcher is immersed |
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Term
| difference of quantitative vs. qualitative |
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Definition
1. There is one reality
2. indiviudals share common qualaties, they can be categorized
3. goal: develop general knowledge of behabior that explains phenomena
4. research is detached and objective |
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