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Research Design

Research Design

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Published by: issu8789 on Jul 31, 2012
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I - RESEARCH DESIGN AAU (Awareness, Attitude and Usage) Study: A quantitative survey to measure consumer awareness, attitudes, and

product usage for a product category and/or brand. These same measurements can often be incorporated into tracking studies.

Ad Concept Testing: Survey research to measure reactions of target audience consumers to
early-stage versions of different ads.

Ad Hoc Study: A study designed to address a specific problem or issue. Custom Research
tends to have the same meaning.

Ad Positioning Test: Research to identify the best positioning for a brand to use in its
advertising.

Ad Statements Test: Survey research to screen and evaluate many different advertising
themes or messages. Learn More

Advertising Tracking Research: Telephone or Internet surveys to measure brand and
advertising awareness, advertising message recall, and other variables relating to advertising over time. These surveys are conducted at points in time ("waves" or "dips") or conducted continuously.

Advertising Awareness, Aided: The percentage of respondents aware of a brand's

advertising on an unaided basis (see advertising awareness, unaided) plus aided advertising awareness, which is typically measured by asking, "Which of the following brands, if any, have you seen or heard advertised in the past 30 days?" Learn More

Advertising Awareness, Unaided: The percentage of respondents who spontaneously recall
a specific brand when asked, "Have you seen or heard any advertising for peanut butter (i.e., product category) in the past 30 days, or not?" (IF "YES") "Which brands did you see or hear advertised?" Learn More

Advertising Research: Survey research designed to measure consumer reactions to

advertising. Early-stage concept boards to the final finished commercials can be tested. Also known as Copy Testing. Learn More

Advertising Response Model: A mathematical model that predicts the effects of changes in
media advertising spending, or changes in media mix and weights, on sales of a service or product. Decision Analyst evolves such models over time based on consistent copy testing, media measurement and tracking, sales tracking, and other modeling inputs.

Advertising Testing: See Advertising Research. Advertising Tracking Research: Telephone or Internet surveys to measure brand and
advertising awareness, advertising message recall, and other variables relating to advertising over time. These surveys are conducted at points in time ("waves" or "dips") or conducted continuously. Learn More

Affective Component Of Attitudes: An individual's emotions and feelings that relate to or
underlie an attitude.

e. Anchor Label: A label used to define the endpoint of an attitudinal scale. fax. delivery of materials. real-world problems. gender is a human attribute. service.Applied Research: Research aimed at solving specific. or visuals to measure individuals' attitudes. Aided Awareness: The proportion of people who are aware of (i. There are two main components of attitude: a Cognitive component (knowledge and assumptions) and an Affective component (feelings and emotions). real-world conditions. company. starting date. timing. statements. for example Artificialit: The degrees to which experimental conditions do not reflect real-life. service. Attitude Scaling: The development of words. Trial. mail) of informing a data-collection company of a study's authorization. telephone.. email. These same measurements can often be incorporated into tracking studies. ATU (Awareness. See also Personalization Technique. have seen or heard of) a product. Attitudinal Scaling: Survey questions in which respondents rate a brand. difficult to project the experimental results to the population as a whole. such as "very happy. quota. Applets can be used to display videos. brand name. An applet provides functionality or performance beyond the capabilities of the browser. Applet: A small Java program that can be embedded in an HTML page. or person. cost.. and product usage for a product category and/or brand." "somewhat happy. Alert: Any means (e.e. Atomistic Test: A test that focuses participants' attention on individual elements of a product or concept (in contrast to a holistic test that looks at a product or concept as a whole). or brand in terms of human personality traits. or trademark with prompting. as opposed to "theoretical" research. Attribute: A word or phrase that describes a product. Anthropomorphization: A research technique in which participants are asked to describe a product. while durability is a product attribute." Attitudinal Statements: A type of survey question in which respondents are asked to rate how they feel about the statement.) Attitude: An individual's learned predisposition to think or behave in a somewhat consistent manner. etc. product or service on a pre-determined scale." and not happy. trial. brand.g. For example. .. terms. A high degree of artificiality might reduce external validity (i. and Usage) Study: A quantitative survey to measure consumer awareness.

This term is most often used to reference scientific research. Omnibus Study: A periodic study that asks questions on a number of unrelated subjects.e. or you might test your advertising against your competitor's advertising (the benchmark). before and after measurements). Many different companies can participate by adding questions to these multi client surveys. For example. you might compare the results of a study in one country (the benchmark) to the results of a study in another country. with identical premeasurement and postmeasurement of both groups.) Before-And-After Control Group: True experimental design that includes random assignment of people to an experimental (or test) group and to a control group. Blind testing: The testing of products or ads with all brand identity removed.. After-Only With Control Group: True experimental design that involves random assignment of people to experimental (or test) and control groups.. These types of surveys should be thought of as "quick and dirty. . This is an after-the-event measurement only (i. Omnibus surveys are relatively inexpensive on a "per question" basis. but no control group. (In fact.B2B: Business-to-business marketing or marketing research B2C: Business-to-consumer marketing or marketing research Basic Research: Research aimed at expanding knowledge rather than solving a specific problem. no pre measurement of the test and control groups).e. Balanced Incomplete Block Design (BIBD): An experimental design in which respondents see only subsets of the experimental variables. Brand identity can introduce bias into a research project. that is the whole purpose of brands-to create a positive bias toward a brand.and post measurements (i. if only two or three questions are involved. One-Group Pretest-Posttest Design: A pre-experimental design with pre." because of potential sequence bias from other questions (which change from survey to survey). The design is considered balanced when the number of times each variable appears and the number of times each pair of variables appears are constant. or you might compare the first wave of a tracking study (the benchmark) to the second wave of that study. and is often contrasted with Applied Research Benchmark: A "control" against which one compares study results.

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