Read Chapters 3 and 4 then summarize into three-four paragraphs each

Summarization

Instructions: 

Please Read Chapters 3 and 4 then summarize into three-four paragraphs each, for a total of seven-eight paragraphs. Consider key points and/or important concepts in the chapters and how they relate to the research process.

Chapter 3: Advertising Research

COM 492

Chapter 3 Secondary Research Notes from text -

Advertising Research: Theory & Practice

What is secondary research?

• Secondary research information is information that has been collected and analyzed by others for a purpose other than specifically responding to a current information need.

 How is it distinguished from primary research?

• The individual responsible for planning and conducting the research

• The secondary researcher has no control over the research design.

U.S. Census Data

•     How could it be helpful for a researcher?

Secondary Information

• Secondary information – was collected by another researcher and not the original researcher that conducted the study

• For example, Anthony believes that his own primary data is corrupt and therefore, obtains data from the Coca-Cola Company on beverage consumption (it is secondary information because he did not conduct the original study – but it is a primary source)

 Secondary Sources

• Secondary Sources – one person is writing about the work of another and not consulting the original source

• For example, Ted Jackson writes about Shakespeare and does not cite Shakespeare’s original work but does cite Susan Murray’s critique on the writings of Shakespeare (when Ted cites Susan, he is citing a secondary source if he is writing about Shakespeare)

Why utilize secondary research?

• The secondary research directly answer an advertiser’s informational needs.

• The secondary research provides important insights prior to the conduct of primary research.

• The secondary research contributes to questionnaire development.

Group Work or Homework (Time)

•     Questions (p. 75) – 1,2,3,6,7

COM 492: Chapter 4

RANDOM SAMPLING

• Random sampling is most associated with quantitative research (p. 81) -- also known as probability sampling - every member has an equal probability of being selected

• Sample or census - sample is a subset of a population- census make an attempt to include every member of the population

QUESTIONS

• How could there be bias in sampling?

• Why is it important to define the target population?

• What are advantages of probability samples? What are advantages of non probability samples?

• Name and describe two types of probability samples.

• Name and describe two types of non probability samples.

BIAS IN SAMPLING

• If the sampling procedure favors some outcomes over others.

• A telephone survey is a very common method for a marketing survey. It often involves a simple random sample of the target population; however the sampling procedure could be somewhat bias since some researchers rely only on landline samples and not cell phone samples or vice versa.

• Online Panel: Many researchers rely on online panels in order to obtain samples. The researcher defines the target with specific characteristics and then the participants are selected randomly. Research companies allow access to the particular participants; however the sampling procedure could be bias because it relies upon the data from the research company. If the data is incorrect regarding the demographics of the panel members or any other information pertaining to the panel then the sampling procedure could be somewhat bias.

DEFINING THE TARGET POPULATION

• It is important to define the target population carefully in order to obtain the information needed. The researcher must specify the characteristics of the group of individuals the company/firm wishes to target.

• For example, if you are trying to find out what clothing styles appeal to surfers, you would want to obtain a sample of surfers and not just a sample of students that are 18-24

ADVANTAGES OF PROBABILITY SAMPLES

• You're less likely to run into bias in your selection and your results in your sampled population because it is a random selection

• You have generalized findings

• Can be confident in your results because they don't come from your selection

• Can estimate sampling error and determine reliability

ADVANTAGES OF NON-PROBABILITY SAMPLES

• You can find information that more specifically relates to your research because you are selecting the group that best fits the niche you are attempting to research

• Quick and inexpensive

• Easy to design and carry out

TWO TYPES OF PROBABILITY SAMPLES

• Simple Random

  • Each element in the population has an equal probability of selection and each combination of elements has an equal probability of selection. It creates and unbiased and representative sampling.

  • Examples: Names drawn out of hat

  • Random numbers

• Systematic Random

  • Each element has equal probability of selection but combination of elements have different probabilities.

  •  Example: taken every 7th person from the population

TWO TYPES OF NON-PROBABILITY SAMPLES

• Convenience Samples - studying participants that are selected because they are convenient and accessible. EXAMPLE (selecting students at Lynn University)

• Snowball Samples - uses current study participants to help recruit future participants from among their friends and acquaintances. People who have many friends are more likely to be recruited into the sample.