...7- EVALUATING THE ADVERTISING EFFECTIVENESS. As mentioned earlier, effective evaluation of an advertising campaign requires measurable objectives. Credible evaluation is difñcult—even with clear objectives— but some good techniques are currently being used for evaluation, and more sophisticated techniques are being developed. * Pretesting There are two reasons for testing the effectiveness of an ad before it is broadcast or printed. First, pretesting alternative advertisements and commercials on simple audiences allows advertisers to get some measure of which presentation is most effective. * Posttesting Recognition tests and recall tests are two common measures of an advertisement’s impact and effectiveness after it has been run. For our proposed ads succeed proceed to evaluate the efficacy the tests according to described in the theory. First'll run preliminary tests, of which will analysis by how our customers see these ads and that they give serious thought of each feature of the ad presented, for example if the image presented is adequate and choco vitos draws attention . There will also be a psychological test in which the consumer reaction to to present different ads, each emotion was observed dare consumers to forward their physical gestures so you hire a professional for this test to succeed appreciate. In general this part is involved in the selection of advertising messages can be based on a series of impact tests and remembrance, understanding...
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...➢ ➢ ➢ ➢ ➢ ➢ ➢ ➢ ➢ ➢ ➢ ➢ Introduction Background Problem Definition Approach to the Problem Type of Research Design Scaling techniques Questionnaire development and Pretesting Sampling techniques Data Analysis Components Recommendations Conclusion How do children use the new technology? Background Problem Definition The Management Decision problem: “How LoveToCode should expand its operations to schools?” The Marketing Problem: “To determine the effective way of delivering the value proposition of IT Program.” Approach to the Problem 3 Main Components: 1. Value proposition content (3 Research Questions) 2. Competition (2 Research Questions) 3. Needs of potential customers (3 Research Questions) Type of Research Design Exploratory: ● Interviews with the schools principals Descriptive: ● Survey with potential customers Scaling Techniques ● Non-comparative scales (scaling techniques in which each stimulus object is scaled interdependently of the others) ● Itemized rating scale the Likert scale Questionnaire development and Pretesting ● Simple questions; ● 12 structured questions for survey (multiple choice questions, some open-ended, dichotomous and scales questions); ● 10 unstructured interview questions; Sampling Techniques Nonprobability sampling judgmental sampling sample size: 51 potential customer 3 interviewed school principals Data Analysis Methodology: ● Preliminary plan; ●...
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...URBAN AGRICULTURE BASELINE AND MARKET SURVEY PROPOSAL Prepared for Farm Africa By Charles Karani; Email: karani.char@gmail.com Table of Contents STATEMENT OF INTERPRETATION OF TERMS OF REFERENCE 3 PROPOSED METHODOLOGY 4 Survey approach 4 Data 4 Proposed sample size 5 Sampling methods 7 Data collection and proposed survey tools 8 Data analysis 8 WORK SCHEDULE 9 DETAILED PLAN OF ACTIVITIES 9 STATEMENT OF INTERPRETATION OF TERMS OF REFERENCE The project’s implementing organization (Farm Africa) seeks to ascertain the situation of urban agriculture in Dagoretti district, Nairobi City County as a basis of understanding its current contribution and potential in reduction of extreme poverty and food insecurity among households. In this respect, the survey is geared towards the development of an intervention model as an avenue for the integration of urban agriculture with other livelihood enhancing components such as healthcare, access to clean water, environment, protection and social education and creation of income generating activities. The data generated from survey will be a yardstick in informing entry points for interventions and subsequent assessments of the project as well as a basis of understanding the likely environmental impact resulting from the project implementation. The survey intends to map the players participating in the enhancement of urban agriculture including but not limited to households and schools, the market, state and non state actors. On...
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...the years since the publication of the Little Albert study, its methods and results have been described many times. Some researchers believe that the study's importance and its theoretical offerings have been overstated in the literature. The Little Albert study was designed to test the premises that an infant can be conditioned to fear an animal that appears at the same time as a loud sound that was previously identified to arouse fear in the infant, that the fear would generalize to other animals or inanimate objects, and that such fears would persist over a period of time. On pretesting, nine-month-old Albert was shown to display no fear when observing certain live animals as well as several inanimate objects. In contrast, he showed fear through crying and avoidance when the experimenter struck a steel bar with a hammer near him (the unconditioned stimulus in this work). Two months after pretesting, Albert was shown a white rat, and anytime Albert touched the rat, he was exposed to the sound of the hammer hitting a steel...
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...Chapter 5 QUESTIONNAIRE DESIGN AND SCALE DEVELOPMENT Naresh K. Malhotra, Georgia Institute of Technology Introduction This chapter describes the importance of a questionnaire and presents the process for developing questionnaires and observational forms. Guidelines for questionnaire construction are provided at each stage of the process. In addition, commonly used scaling techniques and use of questionnaires in experimentation are discussed and the design of observational forms is presented.1 What Is a Questionnaire? A questionnaire is a formalized set of questions for obtaining information from respondents. The overriding objective is to translate the researcher’s information needs into a set of specific questions that respondents are willing and able to answer. While this may seem straightforward, questions may yield very different and unanticipated responses. For example, how would you answer the following question: "Which State is larger, California or Texas?" Would you answer based on population or area? Why Is a Questionnaire Important? A questionnaire is the main means of collecting quantitative primary data. A questionnaire enables quantitative data to be collected in a standardized way so that the data are internally consistent and coherent for analysis. Imagine how difficult it would be to analyze the data of a national survey conducted by 40 different interviewers if the questions had not been asked in a standard way, that is, if the interviewers had asked...
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...This is for us to know: Advertisements can be researched prior to their release (pre-test) or after they have been released (post-test). Pre-tests are sometimes referred to as copy tests. The methods used to pre-test advertisements are based upon either qualitative or quantitative criteria. The most common methods used to pre-test advertisements are concept testing, focus groups, consumer juries, dummy vehicles, readability, theatre and physiological tests. Focus groups are the main qualitative method used and theatre or hall tests, the main quantitative tests. Reasons to do pretest: The primary purpose of testing advertisements during the developmental process is to ensure that the final creative will meet the advertising objectives. The practical objective of pre-testing unfinished and finished creative work is that it is more effective for an advertiser to terminate an advertisement before costs become so large and commitment too final. Changes to an advertisement that are made too late may be resisted partly because of the sunk costs and partly because of the political consequences that ‘pulling’ an advertisement might have. Once a series of advertisements has been roughed or developed so that its messages can be clearly understood, advertisers seek reassurance and guidance regarding which of the alternatives should be developed further. How to do them: Concept tests, in-depth interviews, focus groups and consumer juries can be used to determine which of the proposed...
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...Learning from Mass Media Campaigns for HIV/AIDS Prevention Reviews of mass media campaigns have a special interest for me. They demonstrate what can be done, and as importantly, what cannot be done, by relying on a 1P approach. I have talked about the 5% Solution before, and noted another review of mass media campaigns for changing health behaviors. This post focuses on the findings from a review of recent campaigns to prevent HIV/AIDS. What is interesting in this report are the comparisons it draws to reviews of earlier campaigns in this area as well as the current state of the art and science. The authors used seven principles to guide their analysis: (1) conducting formative research on and about the target audience; (2) using theory as a conceptual foundation; (3) segmenting one’s audience into meaningful subgroups; (4) using a message design approach that is targeted to the audience segment(s); (5) utilizing effective channels widely viewed by and persuasive with the target audience; (6) conducting process evaluation and ensuring high message exposure; and (7) using a sensitive outcome evaluation design that reduces threats to internal validity and allows causal inferences about campaign impact to be made. The question they explore is: to what extent have recent HIV/AIDS campaigns in the literature adhered to these principles? Noar et al (2009) began with a search of peer-reviewed articles appearing from late 1998 through October 2007. Mass media had to be a central or...
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...Question 1 In the framework of the management-research question hierarchy following steps can be developed to solve current dilemma (Cooper & Schindler, 2006): * Dilemma: use of publication reader service cards has been gradually declining which questioned efficiency of its advertisements’ to provide necessary information. * Research questions: conducing a research study about efficiency of reader service cards use would be a reasonable action that are available for taking advantage in the situation. * Investigation questions: in order for a manager to decide about further use of reader service cards, evaluation of all methods should be carried out to get deep insight about their relative effectiveness. * Management question: in order to obtain necessary information for manager, respondents in the survey should be asked about frequency of use of the reader service cards and other methods, evaluate their importance. * Management decision: given declining use of reader service cards and higher efficiency of other means of providing information, manager can make decision about phasing out the use of reader service cards. Question 2 Considering ethical issues that are relevant to the study, it is worth mentioning following aspects (American Association of Public Opinion Research, 2010). First, respondents of survey are informed in the questionnaire about content and purpose of conducting the study. This implies that they are able to make conscious decisions about...
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...RES 320 FINAL EXAM NAME: Questions | Correct Answer | Researchers who have strong opinions about the subject of a study are likely to do a better job of conducting the research. | 1. F | Research may be used as a diagnostic tool to provide information about what is happening in the environment. | 2. T | When a decision must be made about a specific real-life problem, we would conduct ____ research. | 3. Applied | Information that is not relevant to the decision at hand is called “incomplete.” | 4. F | A company’s private data network, which offers information that is available only inside that organization, is called: A. electronic data interchange (EDI). B. The World Wide Web. C. an Internet. D. an Intranet. E. electronic mail. | 5. D | A hypothesis is a proven proposition that asserts the probable answers to research questions. | 6. F | An ethical researcher would inform respondents of deceptions used in a research project after the project was completed. | 7. F | The right to privacy is absolute and cannot be waived by anyone under any circumstances. | 8. T | According to the textbook, which of the following is least likely to be considered unethical? A. A telemarketer selling carpeting begins the telephone sales call by saying he or she is conducting a survey about carpeting. B. A researcher does not tell his or her client that the sampling procedure in the proposal was considered too expensive, so an alternative sampling...
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...Typically, group research employing randomization will initially possess higher external validity than studies that do not use random selection/assignment. The threats that adversely affect an external validity study are: An interaction between how the subjects were selected and the treatment can occur. If subjects are not randomly selected from a population, then their particular characteristics may bias their performance and the study's results may not be applicable to the population or to another group that more accurately represents the characteristics of the population. Pretesting subjects in a study may cause them to react more/less strongly to the treatment than they would have had they not experienced the pretest. Setting: The performance of subjects in some studies is more a product or reaction to the experimental setting than it is to the independent variable. Multiple treatments/interventions: may have limited generalizability because the early treatments may have a cumulative effect on the subjects'...
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...Life Cycle Assessment study of starch products for the European starch industry association (AAF): sector study Vercalsteren An, Dils Evelien, Boonen Katrien Study accomplished under the authority of the European starch industry association (AAF) 2011/TEM/R/104 August 2012 All rights, amongst which the copyright, on the materials described in this document rest with the Flemish Institute for Technological Research NV (“VITO”), Boeretang 200, BE-2400 Mol, Register of Legal Entities VAT BE 0244.195.916. Table of Contents TABLE OF CONTENTS Table of Contents ________________________________________________________________ 3 List of Figures ___________________________________________________________________ 4 List of Tables ____________________________________________________________________ 5 CHAPTER 1 CHAPTER 2 2.1. 2.2. 2.3. Introduction ________________________________________________________ 7 Definition of goal and scope ___________________________________________ 9 9 9 10 Introduction Goal definition Scope definition CHAPTER 3 CHAPTER 4 4.1. Life cycle data inventory _____________________________________________ 15 life cycle impact assessment __________________________________________ 19 19 LCIA methodology 4.2. Environmental profiles of starch products 20 4.2.1. Environmental profile of native starches _________________________________ 20 4.2.2. Environmental profile of liquid glucose (including Glucose and Fructose syrups) __ 20 4.3. Carbon...
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...In designing and evaluating a product or an ad campaign, marketers employ both art and science to develop the message strategy or positioning of an ad, what the ad attempts to convey about the brand, its creative strategy and how the ad expresses the brand claims (Kotler, 2012). The designers at ZIBA based in Portland, Oregon are experts at capturing what consumer’s want. This case study will discuss what occurs before Ziba develops or designs an advertising program. It will also discuss how Ziba contributes to brand recognition for product promotion in the marketplace and it’s effectiveness. Finally, this case analysis will explain how Ziba contributes to brand loyalty of a product and summarize concepts mentioned throughout this essay. Ziba is a design and innovation consultancy, a team of designers, strategists, thinkers and makers with a passion for solving problems while understanding people (Ziba, 2012). In order to understand what people want a team of designers at Ziba put a tremendous amount of work into consumer research before any product development begins. This extensive research is formulated into consumer incite by discovering new information and turning it into something unique that will attract consumers. An advantage that Ziba has over several design consultant agencies is their diverse staff of thinkers and strategist. This diversity not only contributes to product design, it also gives a 360-degree view of the target consumer. In developing an advertising...
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...not have been a strong enough of a social pressure to actually get participants to change their opinions on Syrian Refugees. For my discussion, I can suggest that for future experiments on this topic, the use of confederates may be more useful and impactful than just a handout. Furthermore, by using other students as confederates, students may be more likely to conform to the pressures of conformity because of the pressure to fit in and not deviate from the norm amongst their peers. Since the topic of Syrian Refugees is more complex than the one used in the journal article, students may be more afraid to speak out about their views on Syrian Refugees. Another improvement that I can mention from this article can be related to the use of pretesting. Like this experiment, we should have pre-tested the statistics that we gave to students and ask them beforehand whether or not they thought that the statistics they were being given were truthful or creditable. This could have ensured that students would believe the statistics that we were giving then. ...
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...MKT 334: ADVERTISING & PROMOTIONAL STRATEGY Payless ShoeSource Inc. Professor: Dr. Gabriel Ogunmokun University of the Virgin Islands November 7, 2012 Group Members: Kasieam Webster Keyan Roberts Vinecia Sutton Jeffrey Berry, Jr. Table of Contents QUESTION 1 2 Promotional Strategy 2 Payless Segmentation 2 Payless Targeting 3 Payless Marketing Communication 3 Payless Advertising – Our mass media approach to promotion & advertising 3 Payless Sales Promotion – Our price / money related communications 4 Payless Publicity & Public Relations - Using the Press to Our advantage 5 Payless Personal Selling – Our one - one communication with Consumers 5 Payless Direct Marketing - Taking our message directly to the consumer 5 Payless Digital Marketing – Our new channels of reaching consumers 5 Payless Positioning & Messaging 6 QUESTION 2 7 1. Advertising Target 7 2. Advertising Objectives 7 a. Increasing Sales and Profits 7 b. Reminder Advertising 8 c. Follow-Up 8 3. Advertising Budget 9 4. Advertising Message 9 5. Media Plan 10 6. Advertisements 11 a. TV Ads 11 b. Website 12 c. Radio Ads 12 d. Newspaper Ads 13 7. Proposed Evaluation (Pre-Test & Post-Testing) 14 QUESTION 1 Promotional Strategy This is element of a firm's decision-making concerned with choosing the most appropriate mix of advertising, sales promotion, personal selling and publicity for communication...
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...Conversation Starter Lachele Taylor HCS/490 Human Resources in Health Care Consumer Trends and Marketing August 27, 2015 Adreon Fenderson, Professor In today’s society, we live in a modern technology trend. Mainly, to survive in this evolving world, generally, everything is based on Capital. In order to live a productive lifestyle, it requires education, wellness, finances, and persistence. In order to be successful driven, collaboration of a system should consist of planning, organizing, and generate an action. In health care, marketing is “the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and service to create exchanges that satisfy individual and organizational objectives”. (University Of Phoenix, 2011, para. The Meaning of Marketing). It also mentions, these “basics are to use a quality system where metrics are defined and where physicians follow agreed-upon clinical protocols, and are aligned with the organizations that manage the defined patient population.” This strategic marketing process consists of relationships. The “important stakeholders, environmental factors, and society at large”. (University of Phoenix, 2011, para. The Strategic Marketing). To maintain its core value the approach must follow an external-to-internal method, according to the chapters. Understanding the consumer has many factors: marketing research, buyer behavior, market segmentation, developing customer...
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