1. Advertising Research

2. 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

3. Where To Find Research www.mysurvey.com

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

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

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

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

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

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

10. 2-Types of Non-Probability Sampling
Convenience
Quota Sample

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

12. 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

13. 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?

14. Data Collection Techniques
Telephone Interview
Mail
In-person

15. 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

16. Types of Questions
It provides an acceptable level of precision

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

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

19. 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

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

21. 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

22. 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

23. Tips
Good idea to pretest

24. 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

25. 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

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

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

28. 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

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

30. Survey Monkey
Survey Monkey