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Slide7-1AdvertisingResearch

JoelJ.DavisChapter7:AnalysisofQualitativeData

Slide7-2GoalofQualitativeAnalysisQualitativeanalysisattemptstoreducethevastamountofverbalorobservationaldatatoasetofwell-definedandclearlyexplainedpatternsandthemes

Slide7-3ActivitiesPriortoDataExaminationReviewresearchproblemandinformationalneedsEvaluationofstudysample

Slide7-4ReviewProblemDefinition/InformationalNeedsServestwopurposesProvidesoutlineandfocusforsubsequentdataanalysisVerifiestypesofinformationtobeaddressedinfindingsandconclusions

Slide7-5EvaluateSampleConfirmthatthesamplePossessesdesiredcharacteristicsIsabsentofbiasorconfoundingeffectsNoteanylimitationsordeviationsfrominitialplan

Slide7-6DataExaminationGoalisnottodeterminewhatthedatameansGoalisbecomemorefamiliarwiththedata,toexperienceTextureToneMoodRangeContent

Slide7-7ApproachingDataExaminationReviewwithopen-mind

Slide7-8ApproachingDataExaminationReviewwithopen-mindUnderstandreasonsunderlyingattitudesandbehaviors

Slide7-9ApproachingDataExaminationReviewwithopen-mindUnderstandreasonsunderlyingattitudesandbehaviorsUnderstandintensityoffeelingandpointsofview

Slide7-10ApproachingDataExaminationReviewwithopen-mindUnderstandreasonsunderlyingattitudesandbehaviorsUnderstandintensityoffeelingandpointsofviewUnderstandrespondentandnotindividualresponses

Slide7-11ApproachingDataExaminationReviewwithopen-mindUnderstandreasonsunderlyingattitudesandbehaviorsUnderstandintensityoffeelingandpointsofviewUnderstandrespondentandnotindividualresponsesReviewwithcriticaleyeandear

Slide7-12ApproachingDataExaminationReviewwithopen-mindUnderstandreasonsunderlyingattitudesandbehaviorsUnderstandintensityoffeelingandpointsofviewUnderstandrespondentandnotindividualresponsesReviewwithcriticaleyeandearKeepaneyeandearopenforwhatisnotsaid

Slide7-13ReflectionTimeofquietcontemplationImpressions“incubate”withoutstructureorguidancePreludeperiodpriortoformaldataanalysis

Slide7-14WhatisaTheme?AthemeisaconsistentandrecurringideafoundeitherexplicitlyorimplicitlyinthedataHelpusunderstandtrendsandpatternssuggestedbythedata

Slide7-15StepsUnderlyingThemeDevelopmentIdentifytentativethemesCodedataEvaluatethemesDevelopmetathemes

Slide7-16IdentifyTentativeThemesOverall,respondentsreactedpositivelytothe“Multi-musicplayer”productconcept.Theproductwasseenasrelevant,interestingandunique.Manyexpressedaninterestinpurchasewhentheproductwaspricedunder$90.Primaryreasonsforenthusiasmrelatedtoversatilityandvalue.Neithergendernorincomeappearrelatedtolevelortypeofresponse.

Slide7-17CodingDataAccordingtoThemesDataiscodedtoindicatecommentswhichare:SupportiveofaparticularthemeContrarytoordisconfirmingforaparticulartheme

Slide7-18ThemeEvaluationThemesexaminedinlightofcodeddatatodetermineextenttowhichthemeshouldorshouldnotbeacceptedgivenpatternofunderlyingdataAcceptablethemesaccuratelyreflectcontentUnacceptablethemesarenotsupportedandmustberevised

Slide7-19ThemeRevisionTypicallytakesoneoftwoformsElaboratedwithadditionaldetailandspecificityNarrowedorrestrictedapplicability

Slide7-20WhatisaMetatheme?AmetathemeisabroaderthemethatshowstheinterrelationshipsamongindividualthemesSummarizessimilaritiesanddifferencesamongindividualthemes

Slide7-21CriteriaforQualitativeEvaluation

Wasappropriatemethodused?Wassamplingacceptable?

Slide7-22CriteriaforQualitativeEvaluation

Wasappropriatemethodused?Wassamplingacceptable?Wasthereaniterativeprocessofdatacollectionandanalysis?

Slide7-23CriteriaforQualitativeEvaluation

Wasappropriatemethodused?Wassamplingacceptable?Wasthereaniterativeprocessofdatacollectionandanalysis?Wasathoroughanalysispresented?

Slide7-24CriteriaforQualitativeEvaluation

Wasappropriatemethodused?Wassamplingacceptable?Wasthereaniterativeprocessofdatacollectionandanalysis?Wasathoroughanalysispresented?Areanalystcredentialsprovided?

Slide7-25TransparencyAbsenceofbiasindataselection/examinationAbsenceofbiasincreationofthemesSufficientevidencetosupportthemesSoundandobjectivebasisforthemecreation/revisionRigorousandsystematicanalysis

Slide7-26CAQDAS:CriticismsFocusonsmallisolatedpiecesoftextEmphasisonliteralcontentCodingisconfusedwithanalysis

Slide7-27Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.

Slide8-28AdvertisingResearch

JoelJ.DavisChapter8:HumanandAutomatedObservationResearch

Slide8-29HumanObservationResearchUsesaresearchertoobserveothers’behaviorsMostappropriateinfourtypesofsituationsWhereobservationsofbehavioraremoreinsightfulthandescriptionsWhereattitudesarehardtoverbalizeWhensurveymeasuresmaynotaccuratelypredictbehaviorsWhenbehaviorsthemselvesarethebestsourceofinsight

Slide8-30QualitativeofQuantitative?Observationresearchcaneitherbequalitativeorquantitativedependingupon…SamplesizeHowthesamplewasselectedTypeofdatacollected

Slide8-31Example:Children’sPlayChildreninthetreatmentgroupwatchanepisodeofTheSimpsons?recordedfromatelevisionbroadcastembeddedwiththree:30advertisementspromotingphysicalactivity.Childreninthecontrolgroupwatchthesameepisodeembeddedwithchild-appropriateadvertisements,butwithoutphysicalactivityadvertisements.

Slide8-32Example:Children’sPlay(Qualitative)

Slide8-33Example:Children’sPlay(Quantitative)

Slide8-34AspectsofHumanObservationResearchTypeofsituationKnowledgeofobserverpresenceLevelofobserverparticipationFormofdatarecording

Slide8-35Situation:NaturalVs.ArtificialNaturalobservationtakesplacesnaturallyasbehaviorsunfoldattheirownpaceintheirownenvironmentCountingnumberandgenderofpeopleinafastfoodrestaurantObservingsalesclerksastheyservecustomersObservinglabel-readingbehaviorsRecordingtimeshopperspendreadingpoint-of-purchasedisplays

Slide8-36Situation:NaturalVs.ArtificialNaturalobservationappropriatewhentargetbehaviorsareRepetitiveFrequentOccurinreasonablyshorttimeframe

Slide8-37Situation:NaturalVs.ArtificialArtificialobservationrecordsbehaviorsoreventsincontextoffabricatedsituation,suchasMysteryshopperCommercialtestfacility

Slide8-38Situation:NaturalVs.ArtificialArtificialhastwoadvantagesovernaturalobservationSpeedsupdatagatheringResearchcancontrolextraneousvariables

Slide8-39ObserverObtrusiveness:

OpenVs.DisguisedExtenttowhichpresenceofobserverisknowtothosebeingobservedOpenobservation:presenceisknownDisguisedobservation:presenceisnotknownDisguisedobservationtypicallyprovidesbetter,morerealisiticdata

Slide8-40ObserverParticipation:

ActiveVs.PassiveActiveobservertypicallytakespartinactivitiesbeingobservedPassiveobservertypicallywatcheswithoutinterferingorinteractingwiththosebeingobserved

Slide8-41ObserverParticipation:

ActiveVs.PassiveAdvantages/DisadvantagesofactiveobservationClosertothedataOpportunitytointeractCandirectactivitiestofocusonareasofinterestPotentialtointroducebias

Slide8-42ObserverParticipation:

ActiveVs.PassiveAdvantages/DisadvantagesofpassiveobservationProvides“cleanest”dataMusttakeeventsastheycomeCanbetime-consuming

Slide8-43DataRecording:

StructuredVs.UnstructuredStructureddatarecordingidentifiestypesofdatarequiredinadvanceDatagenerallyrecordedonachecklistorobservationform

Slide8-44DataRecording:

StructuredVs.UnstructuredUnstructureddatarecordsobservedbehaviorsinverbalform,typicallyasanarrativeNorestrictionsonspecifictypesofdatacollected

Slide8-45DataRecording:

StructuredVs.UnstructuredComplimentarystrengthsandweaknessesStructuredobservationsrequiremoreinvestmentbeforeobservation,butdatacollectionandanalysisismoreefficientUnstructuredobservationsprovidegreateropportunitiesforin-fielddiscoveries,butcodingrequiredfordataanalysisistimeconsuming

Slide8-46ObservationResearch:Example1GreenGlobe21EcolabelingResearchmotivatedbydisconnectbetweenattitudesandbehaviorsResearchthatis:NaturalsituationDisguisedobservationPassiveobserverStructureddatacollection

Slide8-47ObservationResearch:Example2ProcessesunderlyingalcoholselectionResearchmotivatedbyresearcher’sbeliefthatreportedbehaviorsmaynotaccuratelydescribeactualbehaviorsResearchthatis:NaturalsituationDisguisedobservationPassiveobserverStructureddatacollection

Slide8-48ObservationResearch:Example3FoodpreparationbehaviorsResearchsoughttodetermineifbehaviors,aswellasattitudes,changedasaresultofmessageexposureResearchthatis:ArtificialOpenobservationPassiveobserverStructureddatacollection

Slide8-49AutomatedObservationHumanbehaviorsareobserved,butdataiscollectedbymachineratherthanpeopleTwomainformsDirectmonitoringofbehaviorsMonitoringtheproductsofbehavior

Slide8-50ObservingOnlineBehaviorsCookiescanbeusedtoincreaseonlineadvertisingrelevanceDoublec

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