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Slide9-1AdvertisingResearch
JoelJ.DavisChapter9:BiometricObservationResearch
Slide9-2WhatisBiometricResearch?Biometricresearchmeasuresanindividual’svoluntaryandinvoluntaryresponsesEyetrackingismostcommonapproachforvoluntaryresponsesBrainwaveandphysiologicalmeasuresaremostcommonapproachesforinvoluntaryresponses
Slide9-3EyeTracking
Slide9-4EyeTracking:KeyMeasuresFirstfixationTimetofirstfixationMostfixationsIndividualgazetimeTotalgazetimeMovementbetweenelements
Slide9-5EyeTracking:OriginalAd
Slide9-6EyeTracking:GazePath
Slide9-7EyeTracking:Heatmap
Slide9-8EyeTracking:OpacityChart
Slide9-9EyeTrackinginActionEtre’svideoofeyetrackinginaction
Slide9-10GoogleGoldenTriangle
Slide9-11OriginalTestAd
Slide9-12OriginalTestAd:GazePlot
Slide9-13OriginalTestAd:OpacityChart
Slide9-14OriginalAd:TimetoFirstFixationAdComponentTimetoFirstFixation(seconds)FaceandBody.33Headline1.38BrandName3.36ProductImage4.10Tagline4.14
Slide9-15OriginalAd:AverageGazeTimeAdComponentAverageGazeTime(milliseconds)FaceandBody1237Headline854BrandName322ProductImage572Tagline790
Slide9-16RevisedAd
Slide9-17RevisedAd:OpacityChart
Slide9-18RevisedAd:TimetoFirstFixationAdComponentOriginalAd(seconds)RevisedAd(seconds)FaceandBody.33.47Headline1.381.71BrandName3.362.08ProductImage4.104.24Tagline4.14.76
Slide9-19RevisedAd:AverageGazeTimeAdComponentOriginalAd(milliseconds)RevisedAd(milliseconds)FaceandBody12371299Headline854853BrandName322604ProductImage572590Tagline790509
Slide9-20SupplementingEyeTrackingDataActionReviewisacombinationofeyetrackingandpost-trackinginterviewsCollecteyetrackingdataPlayeyetrackingvideotorespondentWhilevideoisplaying,askrespondenttoverbalizethoughtsandfeelings
Slide9-21CombiningEyeTrackingandFacialCodingCombinesthreetypesofdataEyetrackingFacialcodingVerbalresponseArationalefortheneedtoexamineallthreeelementsofresponseispresentedbySensoryLogic
Slide9-22NeuromarketingTheuseofbrainobservationformarketingpurposesExamineschangesinbrainactivityinpresenceofadvertisingbrands,advertisingcommunications,orotherpersuasivestimuliMostcommonapproachesarefMRIandEEG
Slide9-23fMRIFunctionalMagneticResonanceImageryUsesmagneticresonancescannerstoproducesetsofcross-sectionsofbraincalledtomogramsIdentifiesspecificactivatedandnon-activatedbrainareasUseschangesinbloodflowandoxygenationtoidentifybrainactivity
Slide9-24EEGElectroencephalographyMeasuresandrecordsbrain’selectricalactivityProvidesinsightsintohowmuchofthebrainisactivatedCannotpinpointspecificpartsofbrainengaged
Slide9-25fMRIinActionMindSigntestofVirginMobilcommercialMindSigntestofVWcommercial
Slide9-26EEGPlusPhysiologicalMeasuresSandsResearchOnetoOneInsights
Slide9-27QEIandBrandRecallQEI(Engagement)%BrandsRecalled.8730.21.0842.02.00+>50.0
Slide9-28Neuromarketing:ConcernsExternalvalidityEthicsDistractingfocus
Slide9-29Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.
Slide10-30AdvertisingResearch
JoelJ.DavisChapter10:DataCollectionThroughSurveys
Slide10-31AboutSurveysSurveysprovide“pointintime”snapshotFourdatacollectionmethodsPersonal(facetoface)TelephonePaper(mailandself-administered)Online
Slide10-32PersonalInterviewsInterceptIndividualsarerecruited“onthespot”MallsaremostcommonlocationWorkwellforhighincidencegroupsorgroupsthathavelocation-specificcharacteristics
Slide10-33PersonalInterviewsPre-recruitedRespondentscontactedinadvancePre-screeningtakesplaceIndividualsofinterestareaskedtoparticipateAmutuallyconvenienttimeisselectedforinterview
Slide10-34PersonalInterviews:AdvantagesTendtoprovidehighestlevelofdataqualitydueto:PersonaladministrationofinterviewbytrainedinterviewerFacetofacecontact
Slide10-35PersonalInterviews:AdvantagesTendtoprovidehighestlevelofdataqualitydueto:PersonaladministrationofinterviewbytrainedinterviewerFacetofacecontactOtheradvantagesinclude:WorkwellforcomplexquestionnairesPermituseofvisualstimuliCanconfirmrespondentunderstanding
Slide10-36PersonalInterviews:DisadvantagesHighcostLongtimetocomplete
Slide10-37TelephoneInterviewsTypicallyconductedfromcentrallocationCATIusedtoguidesurveyadministration
Slide10-38TelephoneInterviews:AdvantagesEasilyadministercomplexskippatternsLowermarginalcostsEfficientlyobtaintruerandomsample
Slide10-39TelephoneInterviews:DisadvantagesShortquestionnairelengthQuestioncomplexitymustberelativelysimpleDifficulttoobtainsensitivedataHighrefusalratesExtremelydifficulttousevisualstimuli
Slide10-40MailSurveysEachrespondentreceivesapacketCoverletterSurveyquestionnaireInstructionsforcompletionandreturnStampedaddressforreturnIncentive(optional)
Slide10-41MailSurveys:ApproachesRandomlyselectedsampleofpopulationMailpanel
Slide10-42MailSurveys:ApproachesRandomlyselectedsampleofpopulationMailpanel(versusrandomlyselectedsample)HigherresponseratesGreatercostefficienciesMoreefficientpre-screening
Slide10-43MailSurveys:Advantages/DisadvantagesAdvantagesCostefficiencyRespondentconvenienceDisadvantagesLowresponserateLimitedquestionnairelengthandcomplexityExtendedtiming
Slide10-44OnlineSurveysThreecomponentsInvitationQuestionnairedesignandpostingDatacollection
Slide10-45OnlineSurveys:Advantages/DisadvantagesAdvantagesCanautomaticallyexecutecomplexskippatternsRandomassignmentLowercostWorld-widesampleDisadvantagesSamplerepresentativenessduetodifferencesinInternetaccess
Slide10-46HybridApproachesSelectsrespondentsusingmorethanonemodeinsamestudyDifferentmodesmaybeusedincontactphase,andallusesamemodetoprovidedata,orDifferentmodesmaybeusedfordatacollection
Slide10-47LimitationsofHybridApproachesDifficulttoputintopracticeRequireddifferentsampleframesAssumesresponsesarenotaffectedbymodeofdatacollection
Slide10-48CriteriaforSelectingDataCollectionMethodCostTimingSample,interview,andadministrativecontrolInformationneedsTopicandquestionnairecomplexityInterviewlength
Slide10-49StudyCostCostisaffectedbyQuestionnairelengthRequiredresponserateGeographiccoverageSamplecharacteristics
Slide10-50StudyTimingRequirementsTelephoneandonlinegenerallyrequireleastamountoftimeMailtendstoberelativelylongerPersonalinterviewsaretheslowestformofdatacollection
Slide10-51ControlSamplecontrol-theextenttowhicharesearchercontrolswhorespondstoasurvey
Slide10-52ControlSamplecontrol-theextenttowhicharesearchercontrolswhorespondstoasurveyInterviewcontrol-theextenttowhicharesearchercontrolsthecircumstancesinwhicharespondentprovidesresponses
Slide10-53ControlSamplecontrol-theextenttowhicharesearchercontrolswhorespondstoasurveyInterviewcontrol-theextenttowhicharesearchercontrolsthecircumstancesinwhicharespondentprovidesresponsesAdministrativecontrol-thedegreetowhicharesearcherisabletomonitorinterviewerquality
Slide10-54InformationNeedsTelephoneandmailtendtoelicitmorehonestandcandidresponsesforsensitivetopicsPersonalinterviewsappeartobebettermeansforcollectingcompleteandconsideredtopics
Slide10-55ComplexityPersonalinterviewsbestwhenbothtopicandquestionnairearecomplexTelephoneworkswellwhencomplexityisentirelyduetoquestionnairestructureOnlineappropriateforrelativelysimpletopics,withorwithoutquestionnairecomplexityMailappropriateforsimpletopicsandsimplequestionnaires
Slide10-56InterviewLengthPersonalcontactessentialforlongersurveysMail,telephoneandonlinegenerallyappropriateonlyforshortersurveys
Slide10-57ResponseRateResponseratereferstopercentageofvalidsamplewhoprovideavalid,completedinterviewCalculatedbydividingnumberofrespondentscompletingsurveybytotalnumberofrespondentsinthevalidsample
Slide10-58CalculationofResponseRateBeginwithoriginalsample1,200Removethosenotvalid(150)Subtotaltoobtainworkingsample1,050Removethosefailingtomeetsampledefinition(250)Subtotaltoobtainvalidsample800Subtractrefusals(100)Subtractnotathome(150)Subtractnotinterviewedforotherreasons(0)Subtotaltoobtainnumberofparticipatingrespondents550
Slide10-59CalculationofResponseRateBeginwithoriginalsample1,200Removethosenotvalid(150)Subtotaltoobtainworkingsample1,050Removethosefailingtomeetsampledefinition(250)Subtotaltoobtainvalidsample800Subtractrefusals(100)Subtractnotathome(150)Subtractnotinterviewedforotherreasons(0)Subtotaltoobtainnumberofparticipatingrespondents550Toobtainresponseratedividenumberofparticipatingrespondentsbytotalvalidsample:550/800=68.8%
Slide10-60CalculationofNonresponseRateBeginwithoriginalsample1,200Removethosenotvalid(150)Subtotaltoobtainworkingsample1,050Removethosefailingtomeetsampledefinition(250)Subtotaltoobtainvalidsample800Subtractrefusals(100)Subtractnotathome(150)Subtractnotinterviewedforotherreasons(0)Subtotaltoobtainnumberofparticipatingrespondents550Toobtainnonresponseratesubtracttheresponseratefrom100%:100-68.8=31.2
Slide10-61EffectsofNonresponseSurveyQuestionMen(base=180)
ResponseRate=90%Women(base=180)
ResponseRate=90%Total(base=360)
Responserate=90%Theanti-smokingadsarebelievable35%53%44%Smokingisadumbthingtodo34%52%43%Ishouldstopsmoking23%43%33%
Slide10-62EffectsofNonresponse
Slide10-63EffectsofNonresponseSurveyQuestionMen(base=50)
ResponseRate=25%Women(base=150)
ResponseRate=75%Total(base=200)
Responserate=50%Theanti-smokingadsarebelievable35%53%48.5%Smokingisadumbthingtodo34%52%47.5%Ishouldstopsmoking23%43%38.0%
Slide10-64SourcesofNonresponseErrorRefusalsNotathome
Slide10-
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