3a Research Methods in Advertising: (a) Research Driven Design can: (2)…
3a Research Methods in Advertising:
a) Research Driven Design can:
2) Support a concept
3) Give meaning to aesthetics
1) Define audience
4) Measure the effectiveness of a campaign.
b) Can use:
c) To achieve (purpose)
More effective message
Better assessment to project development.
Better communication with audiences
d) 3 Principle Research methods:
2) Qualitative research
Deals with subjective materials such as and images.
Strives to understand the qualities of a specific field of inquiry.
2) Literature reviews
3) Participant observation
1) Individual / group interviews
Focuses on link between human behaviors and culture.
2 type of sudies:
1) Emic Perspective
Define cultural phenomena through the community under study.
2) Etic Perspective
Define cultural phenomena from the perspective of an individual who is not a participant in the community under study.
1) Quantitative research
Research involves numbers, logic, and objective data.
Small sample size.
Respondents may be biased. (Personal interest / participation reasons.)
Researcher's biased view / understanding on group.
Group changes behavior as a result of being observed.
Small number of respondents.
Uses of multiple closed questions ~ Unable to ask further questions.