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The document discusses key aspects of research design including the purpose of a study, whether it is exploratory, descriptive, or testing hypotheses. It explains that exploratory studies are used when little is known about a situation while descriptive studies aim to profile and describe variables of interest. Hypothesis testing studies examine relationships between variables or differences among groups. The document also discusses whether a causal or correlational research design is most appropriate based on the goal of establishing cause-and-effect relationships or identifying factors associated with the problem.
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Citicorp uses exploratory, descriptive, and causal research extensively to understand customers and design new products. When developing a financial package for senior citizens, Citicorp conducted exploratory focus groups and secondary data analysis. Descriptive surveys tested a list of potential features. A successful test marketing involved causal research. This 7-step process involving different research designs helped ensure the package met seniors' needs.
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This document provides an overview of research design concepts for a PhD course. It defines research design as having two levels: the overall logic/structure of the research, and the specific data collection methods. Common research designs discussed include cross-sectional, longitudinal, experimental, and case study approaches. Descriptive and causal research aims are also outlined. The key points are that research design ensures the research will provide valid evidence to answer the research question and different designs are suited to different types of research enquiries.
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This document provides an overview of research methodology concepts including:
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2. It covers developing hypotheses, research design, levels of measurement, and scaling techniques.
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It then describes the typical stages of the research process from exploration and defining the research question to data collection, analysis, reporting and decision making.
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This document provides an overview of research design concepts for a PhD course. It defines research design as having two levels: the overall logic/structure of the research, and the specific data collection methods. Common research designs discussed include cross-sectional, longitudinal, experimental, and case study approaches. Descriptive and causal research aims are also outlined. The key points are that research design ensures the research will provide valid evidence to answer the research question and different designs are suited to different types of research enquiries.
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The document provides information on key media planning concepts such as base, audience number, circulation, coverage, reach, frequency, gross rating points (GRPs), and gross impressions. It explains that a base is a demographic group, audience number depends on how exposure is measured, and circulation does not provide demographic data. Coverage measures the percentage of a target market exposed to a media vehicle. GRPs represent the sum of ratings for a media plan disregarding audience duplication, while gross impressions represent the sum of individual audience sizes.
Mp Lt4
This document discusses how different media are measured for audience analytics. It explains that most media use sample surveys due to lower costs and feasibility compared to surveying entire audiences. For television and radio, devices called people meters are installed in sampled homes to track channel selections. Magazine and newspaper readership is measured through surveys asking about recent and frequency of readings. Newspaper yesterday readership surveys ask which papers people read the previous day. Internet measurements track website visit data through software installed on sampled users' computers.
Mp Week 3
This document discusses various topics related to media planning and audience reactions to media. It provides information on how audiences choose and process information from different media sources. It also discusses measures used to evaluate advertising effectiveness, including exposure, circulation, advertising exposure, perception and communication. Response functions are introduced as a way to measure the percentage of people exposed to an ad multiple times that are expected to respond. The cost efficiency of advertising, measured by cost per thousand (CPM), is also covered.
Mp Week2
The document outlines the core and additional constituents of a complete media plan, including background information, media objectives, competitive analysis, target audience analysis, media habits, media selection rationale, media strategy, schedule, product seasonality, other considered media, cost estimates, alternative budgets, decision dates, client questions, and photos. It also discusses how media plans are typically presented to advertisers and important factors to consider when interpreting media plan data. Finally, it provides a sample fictitious media plan for a Nike product launch in anticipation of the 2008 Beijing Olympics.
Mp Week 1
The document discusses media planning within advertising agencies. It explains that in the past, only large advertising agencies could afford to set up specialized media planning departments to provide research and consultancy services to clients. Large agencies are considered full-service agencies as they can provide all aspects of services internally without relying on other companies. The document goes on to define key terms like media, which are the carriers and delivery systems that carry advertisements and deliver them to vast audiences.
Jour 1
News provides information to help people understand and participate in society. For an event to be considered news, it must satisfy certain news values, such as having a widespread impact or being a recent occurrence. Impactful events are those that significantly affect many people's lives, even if the event only directly involved a few individuals. Examples include legislation that raises taxes or medical discoveries that could cure diseases.
Mm Media Ethics
The document discusses various topics related to media ethics including basic ethical standards in media such as accuracy, objectivity, fairness and balance. It also discusses the industry's response to ethical standards through codes of ethics and ombudsmen. Trends in media towards sensationalism and infotainment are discussed as well as the influence of business interests and advertising on media content. Ethical dilemmas related to conflicts of interest, anonymous sources, and checkbook journalism are also summarized.
Mm Lt9 New Media
The document discusses what new media is and provides examples. New media generally refers to non-traditional ways of delivering messages through digital forms like the internet, CDs, DVDs, and mobile devices. It has grown rapidly since the 1980s and includes things like the internet, video games, multimedia CDs/DVDs, streaming media, blogs, email, and mobile apps. The internet itself is not the world wide web - the web is a collection of linked documents and files accessed via the internet.
Mm Dr
Direct marketing is an interactive system that allows for two-way communication between marketer and customer. It aims to elicit a measurable response or transaction from customers. Direct marketing relies on databases of customer information to target communications and measure response rates. It uses various media like mail, print, broadcast, telemarketing and technology like email and forums to directly reach customers. The key is reaching the right person at the right time with the right offer. Forces like information overload, marketplace congestion and globalization are changing the direct marketing landscape, increasing the need to target individuals.
Mm Ooh
This document discusses outdoor and indoor advertising. It provides an overview of out-of-home advertising including billboards, signs, and transit advertising. It also discusses point-of-purchase advertising in stores. Some key advantages of outdoor advertising are wide geographic coverage and the ability to create high frequency exposure. Indoor point-of-purchase advertising aims to draw consumer attention and increase sales. Effective coordination of advertising and promotional messages and timing is important for both outdoor and indoor advertising.
Mm Radio
Radio marketing has three primary goals: to generate publicity, generate ratings, and generate revenue. Radio stations target demographically defined audience groups. Advertisers buy radio ads as part of a media package to reach different demographic groups. To be successful, a radio station must position itself to fit the lifestyle of its target audience through its programming, branding, and promotions. Radio must adapt to changing demographics and technology to meet the needs of diverse listeners.
Media Marketing Lt2
Newspapers play important roles by serving as watchdogs of the government and providing information about community events. They fulfill these roles through various types of content including news, opinions, advertisements, graphics, and photojournalism. However, newspapers now face challenges of declining readership among young people and increased competition from other media sources. As a result, newspapers must adapt their content and strategies to attract new audiences and remain relevant.
MM_LT1
Mass communication involves messages distributed through mass media that can reach large, anonymous audiences. Mass media includes newspapers, magazines, television, radio, and the internet. Gatekeepers control the flow of information by selecting which stories to publish or broadcast. Mass communication can be described as a system where media companies supply content to satisfy audience demand in three markets: the consumer market for information, the advertising market, and the marketplace of ideas. Demand and supply interact in complex ways between these groups to determine what information and ideas are available.
BIR_LT5
The document discusses key concepts in developing a theoretical framework and hypotheses for research. It defines a theoretical framework as identifying the important variables and relationships between them. Hypotheses are testable statements developed based on this framework. Variables can be dependent (outcome), independent (predictor), moderating, or intervening. The theoretical framework forms the basis of the research by conceptualizing these relationships between variables.
BIR_LT2
The document discusses different aspects of business information research, including:
1) Business research may not always meet all the standards of scientific research due to difficulties quantifying human behavior and obtaining representative samples.
2) There are two types of logical reasoning used in research - deduction, which arrives at conclusions through generalization, and induction, which arrives at conclusions by observing phenomena.
3) The process of research involves observation, preliminary information gathering, theory formulation, hypothesizing, data collection, analysis, and drawing conclusions. Case studies and action research are also discussed.
BIR LT1
Business research is a systematic, objective process of studying a specific problem to find solutions for a business organization. It can involve quantitative methods like surveys or qualitative research from interviews and observations. Applied research solves current problems, while basic research generates new knowledge to solve organizational issues. Managers need to understand research to identify and solve minor problems, assess research quality, and make informed decisions despite potential biases. Organizations can use internal or external researchers, with internal providing faster solutions but potential biases, and external providing more expertise but higher costs.
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みなさんこんにちはこれ何文字まで入るの？40文字以下不可とか本当に意味わからないけどこれ限界文字数書いてないからマジでやばい文字数いけるんじゃないの？えこ...
ここ3000字までしか入らないけどタイトルの方がたくさん文字入ると思います。
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みなさんこんにちはこれ何文字まで入るの？40文字以下不可とか本当に意味わからないけどこれ限界文字数書いてないからマジでやばい文字数いけるんじゃないの？えこ...
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BIR_LT6
- 14. Research Design
- 16. Purpose of the Study
- 24. Purpose of the Study
- 38. Purpose of the Study
- 41. Research Design
- 50. Research Design