Media Research:

Primary Research- Primary research is defined as the collection of data that does not already exist.

Secondary Research- Secondary research is defined as the summary, collation, and/or synthesis of
existing data.

Primary Secondary
Data by you/hired company By someone else
Surveys, focus groups, interviews, observations, Articles, journals, books, internet, newspaper,
experiments CD/DVD
Field research Desk research
More time and cost Less time and cost
According to your needs, control over it Could be old and not according to your needs

Syndicated Research- A research study which is conducted and funded by a market research firm but not
for any specific client is called a syndicated research. It is made available in open market for anyone to
purchase. Gallup Pakistan, A.C. Nielsen, Aftab Associates, Pakistan Economic Research and Medialogic
are the major Syndicated Research companies in Pakistan.

Key media measurement syndicated research studies used in Pakistan;

TV Viewership - Use of Social Media In Pakistan.

- Current level of TV viewership
- Current level of cable and satellite TV
viewership
- Reach and viewership of various TV channels
- Viewership responses to ad clutter
- Place and time of TV viewing in terms of
location (viewership pattern)
New Media Usage
- Current level of internet usage & Mobile
Phone Ownership
- The breakdown of target groups w.r.t variables
like income, education etc.
Newspaper / Magazine Readership
-Circulation
-Readership
-Reader Profile
Radio Listenership
- Current level of radio listenership
- Current level of FM listenership
- Determining Peak Hours of listenership

Uses of Syndicated Research:

Media Exposure: Target Audience Media Profile:

-No. of people exposed to message. -Media Habits Multimedia Usage of TA
-Demographic groups exposed. Eg, Prime time
Consumer Trends:
rating and their comparisons.
-Insights of the consumer
Media Profile: -What the consumer might be thinking in the
-Who is reading, watching or listening to a future.
specific media vehicle.
Quantitative Research- refers to any research that can be accurately and precisely measured.

Qualitative Research- is primarily exploratory research, refers to any research based on something
that is impossible to accurately and precisely measure. It is used to gain an understanding of underlying
reasons, opinions, and motivations.

Approaches of Qualitative:

1. Source credibility- credibility of the sender

2. Concept testing- actualizing if idea can sustain. Eg, Gillette.
3. Copy testing- is message being communicated? focus group within agency. Eg, Kenwood
4. Personal interviews- could be over telephone or internet
5. In depth interviews- intense. On serious and hidden issues.
6. Dyadic interviews- Casual chit chat. Spontaneous.
7. Focus Groups- a small number of persons will be gathered with an interviewer.
8. Projective Technique-explore associations with brands, symbols, products, advertising and
images.
Personification, Imagery association, sentence completion, Role Playing, story
completion, word association.

Combining Research Approaches:

Moment by moment measures (Dial Meter)- requires the respondents to turn a meter, in
degrees, towards favorable or not and reflect their opinion of what was on screen at that
moment. Eg, US presidential campaign speeches.
uncovers the most impactful, critical moments
captures opinions and perceptions in-the-moment
results are instant
can be measured
Survey Research- The term survey is used to describe methods of asking questions to
respondents. Researchers conduct surveys when they need new data or when the existing data
are insufficient to make intelligent decisions.
Cross sectional surveys- to collect information and data from a sample of the target
market or respondents during a single point in time.
Longitudinal surveys- compare the relationships among a set of important variables at
intervals of two months, six months, a year or even longer.

Telephone Survey Mail Survey Electronic Survey Personal interview

Sampling:

The sample is the group of people you want to participate in your research. The sample of people must
reflect the characteristics of the population from which the sample was selected.

Sampling Error is the term researchers use when they calculate the degree that the sample
might differ from the population. The larger the sampling error, the less likely the sample
possesses characteristics similar to the population.
Sampling Frame is the list of people you select for your sample.
 Sampling Unit The individual member selected from your sampling frame.
Sample Size is a major factor that determines accuracy of the generalization of your data.

Probability Sample: Known chance of the sample to be selected.

Random Sampling Each sampling unit or member of your target population has a known
chance of being selected.
Stratified Sampling It is used when we want to measure opinions or attitudes of subgroups
within a population. These subgroups might be divided by various demographic variables like
age, sex, race and income.
o Proportionate Stratified Sampling It ensures representation of each strata in
proportion to the population.
o Disproportionate Stratified Sampling It intentionally varies the proportion of
respondents among the strata.
Cluster Sampling is the sampling method where different groups within a population are used
as a sample. This is different from stratified sampling in that you will use the entire group, or
cluster, as a sample rather than a randomly selected member of all groups.
When to use Cluster Sampling;
o Population is large or resides in a wide geographic area
o Clusters are convenient and have clear boundaries
o Clusters should be located in close proximity
o The number of people in each cluster should be limited
Census Survey A census survey includes every sampling unit in a population, there are no
sampling procedures and generalization issue. Costly.

Non Probability Sample: Less chance of the sample to be selected.

Quota sampling- sample size is determined by the number of sampling units a researcher
desires for meeting a quota of each sampling stratum.
Convenience Sampling- It is typically conducted where large numbers of people congregate or
pass by a particular location.
Purposive Sampling It is used when researchers have identified specific characteristics of a
population that match quite well with the purpose of the research. Some people are more
qualified than others to provide accurate answers about some topics because of who they are or
what they have done.
For Example:
o Conducting Research with only Hybrid Car users who have experienced this technology.
o Questioning the Business Class passengers of Emirates Airlines about the comfort and
luxury level they enjoy.
Snow ball Sampling This method is used when the characteristics of the population are rare
and the information from the members of the population is quite valuable. It depends on a
system of referrals and recommendations.
For Example:
o Its helpful when you are conducting research on some taboo topics
o Conducting research on Lesbians that reside in our local community and can only be
accessed through referrals.
Definitions:

Subject- is any person, object, practice, or process that is observed for research purposes.

Operational Definitions- Subject to be clearly defined. Eg, Apartment owners in Khi.

Variables - As the word implies, a variable is anything that varies. It is anything that can change during
the process of conducting research.

Independent Variables- An independent variable changes on its own, not as a result of some
other factor.
Dependent Variables- Dependent variables change as the result of some other factor.
Intervening Variables- Intervening variables operate between the independent and dependent
variables. Much of the time, the intervening variable is a dependent variable to the original
independent variable.
Independent

Cost Saving
Overall Marketing
Approach of Budget Budget
ATL/BTL Brand Image
company

Dependent

Control to hold certain variables steady and unchanging while the research takes place on a different
independent variable.

Universe- We use universe to define all the research subjects that fit the study topic.

Population- Narrow the scope to those research subjects that we can study. Eg, TV viewers who have
rating meter.

Applied Research- is research that seeks to answer a question in the real world and to solve a problem.

Predictive Research- utilizing knowledge of today to predict what may occur in future.

Research Question- The research questions indicate what the researcher wants to know most in this
particular study.

Hypotheses- A hypothesis is an explanation or expectation of an event. In research, your

research hypothesis is your prediction of the outcome of the research.
Null Hypotheses- The null hypothesis is any outcome other than the one that you projected or
predicted as your hypothesis.
Example:

o RQ: Is there any impact of new OOH campaign on TV ratings of the channel?
o H1: Participants with exposure to Billboards have greater recall of the TV channel.
o Ho There will be no difference in attitudes as a function of recall.
Nature of Hypothesis: Hypothesis allows:

-It can be tested verifiable or falsifiable -Identify the research objectives

-Hypotheses are not moral or ethical questions -Identify the key abstract concepts involved in
-It is neither too specific nor too general the research
-It is a prediction of consequences -Identify its relationship to both the problem
-It is considered valuable even if proven false statement and the literature review

Types of Hypothesis Errors in Hypothesis:

Null Hypothesis-Designated by: H0/HN Type I Error: occurs when the null hypothesis
NH is often an initial claim that researchers (H0) is wrongly rejected.
specify using previous research or knowledge.
Type II Error: occurs when the null hypothesis
Alternative Hypothesis-Designated by: H1/HA H0, is not rejected when it is in fact false.
AH is a statement of what a hypothesis test is
set up to establish. Opposite of Null Hypothesis.

Research v/s Intuition:If the decision is significant, complex and requires new knowledge then, Research.

Research Concerns:
Reliability - In research, reliability occurs when a study is repeated and arrives at the same results as the
original study.
Validity- validity questions whether the research really studied what it proposed to study.

Internal Validity- problem within the study itself.

External Validity- If taken out in another environment. Validity challenged. Eg, IK on Fb.

Projectability - If the results of the internal study cannot be projected to a larger external population.
Eg, if research cannot be used after 5 years.
Research Development Plan:
Question Formats:
- In Open-Ended questions respondent provides
an answer using his or her own words. No
limitation is placed on the respondents answer.
-In Close-Ended questions, the respondent is
provided with response options. The
respondent must select only one of the
response options.
-However, most questionnaires include a
response of other. The other option allows
a respondent to provide an answer that is not
included in the original list of options.
Forms of data collection:
Nominal data
Ordinal, Interval
Semantic Differential
Likert Type Scale (linear, horizontal)
Ratio Data
Non-verbal Data
Research Trade Off: level of ambiguity that you
can tolerate in making the decision.
Nominal Data: In a nominal scale, data are
simply placed into categories or classes without
any order, value or structure. The number
assigned to each response is a mere
identification which denotes an entry.
Researchers use Nominal data to find:
Frequency: the number of people who
selected a response.
Percentages: the percentage of each
response option.
Mode: response most frequently
selected.
Ordinal Data: Ordinal scales of measurement
provide an order on the basis of attributes or
characteristics. Ordinal data requires
respondents to apply ranking from the smallest
to the greatest, best to the worst, or first to the
last. Eg:
Brand preference: Saphire 1, JJ 2, Khaadi 3
Favorable, not favourable scale 1-5.
Interval Data: On a structure of ordinal data,
you go for interval data. The difference
between the two integers is known as interval
which in known and equal. Stronger data
because it also provides mean scores.
Semantic Differential: It is an extension of
interval data. Scale gauges perception and
attitude between two extremes. It is preferred
to use an odd numbered scale because a
neutral point can be selected for respondents
that are undecided. 7 point usually used.
Likert Type Scale (linear): In this type of data
collection, you pass a statement and define a
scale. On the basis of the scale, respondent
agrees or disagrees with statement.
Likert Type Scale (horizontal): In this type of
data collection, you pass statements and define
a scale. On the basis of the scale, respondents
input their level of agreement or disagreement
with statements.
Ratio Data: A Ratio scale has all the properties
of interval scale plus an absolute zero point. In
this case 0 means null. Eg:
Nonverbal Scales: These scales use different
variations of the picture representing different
levels of feelings, opinions or preferences.
These pictures are assigned a number from low
to high.