广告调查（第二版）英文 课件 乔尔•戴维斯 ch1 The Nature and Process of Advertising Research、ch2 Research Ethics_第1页
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Slide1-1AdvertisingResearch

JoelJ.DavisChapter1:TheNatureandProcessofAdvertisingResearch

Slide1-2ContributionofResearchResearchcontributesthroughoutentireadvertisingplanningprocessContributesinfourmainareas:MarketConsumerCreativeMedia

Slide1-3ProcessofResearchContribution

Slide1-4ResearchContributions:TheMarketSuccessfuladvertisingplanningbuildsonresearch-drivenanalysisofthemarketplaceCurrentandpotentialfuturetrendsForcesshapingthemarketplaceHowmarketforcesaffectownandcompetitivebrandsandadvertising

Slide1-5ResearchContributions:TheConsumerEffectiveadvertisingbasedonthoroughunderstandingoftargetaudienceThreedimensionsoftargetaudienceanalysis:ConsumertrendsHowconsumersinteractwithbrand/product/serviceRelationshipbetweenconsumersandbrand/product/service

Slide1-6ForresterSegmentation:InvolvementWithSocialTechnologies

Slide1-7ResearchContributions:CreativeResearchhelpsthroughoutcreativedevelopmentIdentifystrongestessentialmessageIdentifystrengthsandweaknessesofalternativeapproachesSelectmostpowerfulapproachesforplacementinmedia(the“winning”approach)

Slide1-8ResearchContributions:CreativeResearchalsomakesacontributionaftercreativeisplacedinmediaTrackingevaluationstodeterminein-marketsuccessClaimsubstantiation

Slide1-9ResearchContributions:MediaResearchhelpsanswerquestionssuchas:Howmucharecompetitorsspending?Where,ifanywhere,shouldtheadvertisingbeconcentrated?Whenandhowshouldadvertisingbescheduled?Whatistheoptimalwaytousedifferentmedia?Whatisthebestmediamix?

Slide1-10ProcessofResearchContribution

Slide1-11WhoConductsResearch:InformationUsersIndividualswithdirectresponsibilityforbrand-andadvertising-relateddecisionsInvolvedinallstagesofresearchproject:fromplanningtoapplication

Slide1-12WhoConductsResearch:InformationUsersIndividualsonthe“clientside”arebrandmanagersandresearchspecialistsBrandmanagersresponsibleformarketing/advertisingofaspecificbrandResearchspecialistsresponsibleforcoordinating,gathering,analyzinganddisseminatingresearchfindings

Slide1-13WhoConductsResearch:InformationUsersAllindividualsonthe“agencyside”areinvolvedwithresearchInlargeragenciesthereistypicallyadedicatedresearchdepartmentSmalleragenciesmayuseaccountormediapersonneltoplanandconductresearch

Slide1-14WhoConductsResearch:InformationUsersAgencyresearchdepartment:Plans,conductsandanalyzesoriginalresearchExaminesandanalyzesresearchconductedbyothercompaniesWorkscloselywithclient’sresearchdepartment

Slide1-15WhoConductsResearch:AdditionalSourcesCustomsupplier:hiredonaprojectbyprojectbasisSyndicatedresearchcompanyMediaandconsultingcompaniesTradeassociationsFieldServices

Slide1-16FieldServiceAd

Slide1-17ProcessofAdvertisingResearchPreliminarydiscussionsandagreementsPlanninganddatacollectionApplication

Slide1-18PreliminaryDiscussionsandAgreements

Slide1-19ProblemStatementsType1:Relatestotheselectionofalternativesandtheevaluationofalternativeactions

Slide1-20ProblemStatementsType1:RelatestotheselectionofalternativesandtheevaluationofalternativeactionsType2:Relatestoproblemsandopportunities

Slide1-21ProblemStatementsType1:RelatestotheselectionofalternativesandtheevaluationofalternativeactionsType2:RelatestoproblemsandopportunitiesType3:Respondstoneedtobroadenknowledgeandunderstandingofconsumer,productormarket

Slide1-22JustifyResearchResearchisbestjustifiedwhen:ValueofinformationobtainedexceedscosttoacquireCostimplicationsofmakingwrongdecisionincrease

Slide1-23FinishingtheProblemStatement

Slide1-24PlanningandDataCollection

Slide1-25SecondaryResearchExaminesdatathatalreadyexistsandwhichwasgatheredforaresearchneedotherthanthecurrentoneSourcesinclude:InternalagencyorclientrecordsGovernmentagenciesTradeassociationsInformationbrokersResearchcompaniesPrintedorelectronicsources

Slide1-26PrimaryResearchThecollectionoforiginal,oftenproprietary,dataspecificallycollectedfortheidentifiedproblemCantakeoneoftwoforms:QualitativeQuantitative

Slide1-27QualitativeResearchPrimarilyusesopen-endedprobingquestionsCommonformsincludein-depthinterviewsandfocusgroupsMostappropriatewhenoneneeds:BackgroundinformationwhenlittleisknownInformationtoassistinproblemformulationAdeepunderstandingofconsumers’attitudes,feelings,beliefsandbehaviors

Slide1-28QuantitativeResearchBestusedwhen:GeneralizabilityisimportantStatisticaldifferencesbetweengroupsmustbedeterminedStatisticalanalysesarerequired

Slide1-29QuantitativeResearchThreemaintypes:ObservationPhysiologicalSurvey

Slide1-30SamplingandDataCollectionSamplingplanspecifieshowparticipantswillbeselectedProbabilitysampleNon-probabilitysample

Slide1-31SamplingandDataCollectionThemostappropriatesamplingoptiondeterminedby:ResearchobjectivesBudgetUrgencyNeedforgeneralization

Slide1-32SelectionofDataCollectionMethodFouroptions:In-personfacetofaceTelephoneMailsurveysMediatedelectronicmedia

Slide1-33PrepareandDistributeResearchProposalProposalconsistsof:ExecutiveSummaryBackgroundProblemStatementMethodologyCostTimingAppendices(ifneeded)

Slide1-34RemainingSteps

Slide1-35ApplicationDataanalysisPresentationoffindingsApplicationoffindingstodecision-making

Slide1-36Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.

Slide2-37AdvertisingResearch

JoelJ.DavisChapter2:ResearchEthics

Slide2-38EthicsDefinedEthicsaremoralprinciplesthathelpdeterminewhenacourseofactioniseitherrightorwrong

Slide2-39CodesofEthics

CodesofethicshelpmakeexpectationsexplicitThreecommonconcernsincodesofethicsare:AutonomyNonmaleficenceBeneficence

Slide2-40EthicsandRespondentsDecisiontoparticipatemustbeaninformeddecisionRespondentmaynotbemistreatedinanywayAbsoluterighttoconfidentialityandprivacy

Slide2-41InformedDecisionsandInformedConsentInformedconsentrequiredwheneverthereisarequestforprivateinformationInformedconsentprovidesinformationinthreeareas:ResearchcontextVoluntarynatureofparticipationCharacteristicsoftheresearch

Slide2-42CharacteristicsofWell-WrittenInformedConsentDocumentFamiliarwordsConsistentterminologyShort,simplesentencesShortlinelengthShortparagraphsActiveverbsUseofpersonalpronounsIdeasareclearandlogicallysequenced

Slide2-43CharacteristicsofWell-WrittenInformedConsentDocument(cont’d)StudypurposepresentedearlyTitles,subtitlesandheadersclarifyorganizationEasytounderstandheadersJustifiedleftmarginsUpperandlowercaselettersEasytoreadfontNolargeblocksofprint

Slide2-44RespondentMistreatmentAvoid…Frequent,repeatedattemptstoconducttheinterviewOverlylongsurveysnotbeingdescribedassuchAskingpersonalquestionsfor“information’ssake”

Slide2-45ConfidentialityandPrivacyConfidentialityisabsoluteunlessrespondentisexplicitlyinformedotherwise.Nooneshoulduseordiscussrespondent-identifiabledataIdentifyinginformationshouldbedeletedbeforeshowingquestionnairesInvisibleidentifiersshouldnotbeusedRespondentsmustalsobeinformedofanypotentialprivacyviolations

Slide2-46EthicsandResearchWithChildrenChild’srightssupercederesearcher’srightsNophysicalorpsychologicalharmNocoerciontoparticipateNodiagnosticinformationofferedNoexceptionsevenifpaymentismade

Slide2-47EthicsandResearchinOnlineCommunitiesInformedconsentisnotrequiredforthecollectionoranalysisofinformationcollectedinpublicspacesIsonlinepublicorprivatespace?

Slide2-48EthicsandResearchinVirtualWordsTherighttoknowthatIamasubjectTherighttoknowyouasaresearcherTherighttoknowwhoapprovedyourstudyTherighttolearntherisksTherighttolearnthebenefitsTherighttoknowwhymyavatarwaschosen

Slide2-49EthicsandResearchinVirtualWords(cont’d)TherighttoparticipateasmyavatarTherighttoprotectmygroupTherighttoteleportTherighttodebriefingTherighttobeleftalone

Slide2-50EthicalResponsibilitiestoClientsResearchrecommendationsshouldbeappropriate

Slide2-51EthicalResponsibilitiestoClientsResearchrecommendationsshouldbeappropriateAllinformationtreatedasconfidentialandproprietary

Slide2-52EthicalResponsibilitiestoClientsResearchrecommendationsshouldbeappropriateAllinformationtreatedasconfidentialandproprietaryClientinformedastoallprojectchanges

Slide2-53EthicalResponsibilitiestoClientsResearchrecommendationsshouldbeappropriateAllinformationtreatedasconfidentialandproprietaryClientinformedastoallprojectchangesDataandfindingspresentedinastraightforwardandnon

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