Advertising Research

Where's the Beef #2 Where's the Beef 1984 Where's the Beef 1984 #2 Praise Complete Where's the Ben's #1 Where's the Ben’s #2

Where To Find Research www.mysurvey.com www.startsampling.com/index.iphtml www.harrisinteractive.com/

Determining Sample Size Precision How accurate do you want to be? The larger your group -- the more accurate your results

Sampling Bias Bias -- occurs when a representative of the population is not drawn Telephone Directories

Probability Sampling Each member of the population has a known probability of being selected for the sample.

Types of Probability Sampling Simple Random Samples Stratified Random Samples Systematic Selection

Types of Interval Systematic Selection Interval Sampling Cluster Sampling Area Sample Chunk Sample

Non-Probability Sampling Members of the population do not have a known or equal chance of being selected

2-Types of Non-Probability Sampling Convenience Quota Sample

Questionnaire Design The ideal questionnaire should be a neutral instrument. Well phrased questions

Questionnaire Design 1st --Screening Question 2nd type of questions should contain the substance of the research itself 3rd type of questions should contain the demographic information

NATURE OF QUESTIONER Purpose Results needed Looking for new ideas Answers to specific problems Effect of new slogans What the public wants Results needed Do you need precise data? Do you need open ended data?

Data Collection Techniques Telephone Interview Mail In-person

Types of Questions It is clear and understandable It is concise as possible It asks for responses that accurately reflect the opinions, attitudes, or knowledge of the respondents It generates responses that are easy to use

Types of Questions It provides an acceptable level of precision

Types of Questions Close-ended questions -- respondents are given two or more answers from which to select the answer that best represents their position

Types of Close-ended Questions Dichotomous question Multiple Choice Question Ranking Question Rating Scale

Types of Questions Open-ended questions Use at the beginning of an interview to put an individual at ease Use sparingly Use at end of a survey to discover the feeling of the respondent

Tips Keep it as short as possible Include complete instructions Use simple Language throughout Be POLITE! Position an easy and interesting question first

Tips Position potentially embarrassing or controversial questions toward the end Be careful to order all questions so that one question does not bias the next

Tips If the questionnaire is self-administered, include the return mailing address, envelope, and postage Don’t forget that after you’ve collected the information, you will have to analyze it

Tips Good idea to pretest

Keying the Questionnaire Keying is a way of identifying the specific group which is answering your questions geographical zip codes various colors different size paper code numbers

Writing The Research Report Avoid excessive amounts of technical terminology If you use a new term -- explain the first time used Names with abbreviation – use full name the 1st time mentioned

Writing The Research Report Simply written Sentences should be short uncomplicated Don’t refer to yourself personally avoid “I” statements

Writing The Report -Elements- Title page Table of contents Purpose Methodology include survey(s) target audience experiment sampling procedure

Writing The Report -Elements- Tools used how you will tabulate data Findings To most readers this is the most important section what you discovered from your research put in an understandable form graphs -- bar, pie, line examples pictures

Writing The Report -Elements- Conclusion drawn from your research Summary Bibliography Appendix usually contains tools -- questionnaires

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