广告调查（第二版）英文 指导手册 Davis-Instructors-Manual-ch03 Secondary Research

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AdvertisingResearch:Instructor’sManual

Copyright©2012PearsonEducation,Inc.publishingasPrenticeHall

AdvertisingResearch:Instructor’sManual

Copyright©2012PearsonEducation,Inc.publishingasPrenticeHall

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3. SecondaryResearch

ChapterGoals

Thechapterisdesignedtohelpstudentsunderstand:

• thecharacteristicsofsecondaryresearchinformationandthedifferencebetweensecondaryinformationandsecondarysources.

• theusesofsecondaryresearchinformation.

• theadvantagesandlimitationsofsecondaryresearchinformation.

• theappropriatenessandacceptabilityofsecondaryresearchinformation.

• howtobestusesearchenginesforinformationsearch.

• howtoidentifysecondarysourcesthatprovideongoinginsightsandinformationrelevanttoadvertisingdecision-making.

NotestotheInstructor

TheChapterLectureprovidesaguidetokeytopicsandcontent.ThePowerPointslidesarenamed:davis_adresearch_ch3.ppt.Notethatseveraloftheslidesprovidelinkstothenamedsource(linksareshowninred).

Thischapterissupportedbysupplementalmaterialsavailableonthetextwebsite.Thesocialmediatrendspresentationisasuperiormodelforresponsestobroadlyframedquestions,inthiscase“Whataretheinternationaltrendsinthegrowthandusageofsocialmedia?”Asyoudiscussthispresentation,noticehowtheauthorhasbeenselectiveinthedataprovided,howthesequenceoftopicsallowsforknowledgeandunderstandingtobuildandhowthedataisintegratedandsynthesizedtoallowthereadertounderstandkeytrendsand,(mostimportantly)implications.

ChapterLecture

I.IntroductiontoSecondaryResearch

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Secondaryresearchinformationhasbeencollectedandanalyzedbyothers.Contrastswithprimaryresearchthatisconductedbyaninformationusertoansweraspecificinformationalneed.

Secondaryresearchisdistinguishedfromprimaryresearchintermsof:(1)theindividualresponsibleforplanningandconductingtheresearchand(2)circumstancesunderwhichresearchwasconducted.

A.SecondaryInformationVersusSecondarySources

Primaryandsecondarysourcesrefertotheinvolvementoftheinformation'ssourceintheconductoftheresearch.

• Aprimarysourceistheindividualororganizationthatoriginatedtheinformation.

• Asecondarysourceistheindividualororganizationthatprovidestheinformationafterobtainingitfromtheoriginalsource.

Threeimportantreasonswhyoneshould,wheneverpossible,obtaininformationfromitsprimarysource:(1)completeness,(2)accuracy,and(3)quality.

• Completeness.Presentsfullsetoffindingsinanunabridgedform.Biascanoccurwheneversecondarysourcepresentsdatainanabridgedform.

• Accuracy.Thereispotentialforsecondarysourcestomisinterpretinformation,topresentinformationinabiasedormisleadingmanner,ortoomitimportantfootnotesorkeytextualelements,therebychangingthemeaningandinterpretationofthedata.

• Quality.Primarysourceswillgenerallydescribethemethodologythroughwhichthedatawascollected

B.UsesofSecondaryResearch

Secondaryresearchcontributestoadvertisingdecision-makinginthreeprimaryways:(1)directlyansweranadvertiser'sinformationalneeds,(2)provideimportantinsightspriortotheconductofprimaryresearch,and(3)contribute

toquestionnairedevelopment.

1.DirectlyAnswerInformationalNeeds

Candosoinoneoftwoways.

First,secondaryinformationcanproviderequiredinformationwithouttheneedforfurtheranalysisormanipulation,becauseinformationisinadirectly

useableformat.

Second,secondaryinformationthatcannotansweraninformationalneedinitsoriginalformcanoftensatisfythatneedifitismanipulated,forexample,reexaminationoftrendorcensusdata.

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2.ProvideImportantInsightsPriortoPrimaryResearch

Secondaryinformationcanhelpclarify,redefine,orrefocusaplannedprimaryresearchstudyby(1)answeringsomeofthequestionsoriginallyaddressedintheprimaryresearchstudy,makingtheexplorationoftheseareasunnecessary;(2)providinginsightsthatleadtounforeseen,additionalareastoexploreorthatdiscouragetheplannedexplorationofcertainareas,and(3)causingachangeinresearchhypotheses,resultinginchangesinresearchdesignorquestionnairecontent.

3.ContributetoQuestionnaireDevelopment

Cancontributetoimprovedquestionnairedesigninseveralways:(1)canalertaresearchertopotentialproblemsornewareastobeexplored,and(2)canprovideexamplesofwaystoprobeandexplorespecificareasaddressedinprimaryresearch,and(3)canhelprefinequestionwordingorquestionnairedesign.

C.AdvantagesofSecondaryResearch

Secondaryresearch,versusprimaryresearch,istypicallymoreefficientintermsofmoneyandtime.Savesmoneybecauseothershavealreadydonethework.Savestimebecauseofdifferencesintherateofinformationacquisition.

Therearealsocircumstancesinwhichsecondaryresearchistheonlytypeofavailableinformation,forexample,whenhistoricaldataisrequired.

D.LimitationsofSecondaryResearch

Limitationsofsecondaryinformationrelatetoavailability,relevance,andsufficiency.

1.Availability

Theremaybealackofsecondaryinformationbecauseof(1)theuniquenessandspecificityoftheinformationalneed,or(2)theproprietarynatureofthedesiredinformation.

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2.Relevance

Theextenttowhichsecondaryresearchinformationisrelevantinaparticularcircumstanceisdeterminedbythecorrespondencebetweentheadvertiser'sinformationalneedsandthecharacteristicsofthesecondaryinformationintermsof(1)unitsofmeasurement,(2)unitsofanalysis,and(3)timelinessofdatacollection.

Relevanceincreaseswhenthereisahighcorrespondencebetweentheunitsofmeasurementutilizedinthesecondaryresearchandtheadvertiserormarketer'sdesiredunitsofmeasurement.Relevanceofsecondaryinformationalsoincreaseswhenthereisahighcorrespondencebetweenhowanadvertiserormarketerdefinestheunitofanalysisandhowtheunitofanalysisisdefinedbythesecondaryinformationsource.

Finally,therelevanceofsecondaryinformationincreaseswithitstimeliness.

Mostinformationalneedsrequirecurrentdata.Thus,relevanceandusefulnessofasecondaryinformationsourcedeclinesasthedatabecomesolder.

3.Sufficiency

Secondarydatamaybeavailableandrelevantbutstillmaynotsufficientlysatisfyidentifiedinformationalneeds.Whensecondaryinformationisinsufficientanadvertisermayeitherconductprimaryresearchor(moredangerously)makeadecisionbasedonavailablebutincompletedata.

II.Evaluatingthe“Goodness”ofSecondaryInformation

A.AuthorandSource

Areoneormoreauthorscreditedwithproducingthework?Aretheyclearlyidentified?Arethecredentialsoftheauthor(s)available?Havetheauthor(s)producedothersimilarworks?Howhavetheseworksbeenreceivedandreviewed?Aretheauthor(s)affiliatedwithanyorganizationthatmightbiastheirperspective?

Isitclearwhoissponsoringtheauthor(s),thatis,whatisthecredibilityofthepublisherorwebsiteowner?Isthepublisher/websiteownerfreeofbias?Isthereawaytocontacttheauthortoverifyanydetailsofthesourcematerial?

B.Accuracy

Hasthepageorpublicationprovidedexternalsourcestoverifypresentedinformationthroughfootnotes,bibliographiesorlinkstoexternal(andtrustworthy)locations?Hasthepageorpublicationbeenreviewedbyexternal

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AdvertisingResearch:Instructor’sManual

Copyright©2012PearsonEducation,Inc.publishingasPrenticeHall

AdvertisingResearch:Instructor’sManual

Copyright©2012PearsonEducation,Inc.publishingasPrenticeHall

PAGE

sources?Isoriginaldatapresentedwheneverpossibletosupportargumentsorconclusions?Doessupportingdataappeartobeunalteredandnotfabricated?

Dofactsordataappeartobeunfairlymanipulatedtosupportapointofview?Doesthepresentationofdataappeartobecompleteandnot“cherry-picked?”

Ifdataispresentedwastheunderlyingmethodologyappropriateandunbiased?

C.Currency

Isitclearwhenthematerialwasprepared?Aretheunderlyingdata,conclusionsorargumentscurrentenoughtohavevalue?Canitbedeterminedwhenthematerialwaslastupdated,revisedoredited?Areexternallinksfunctionalandcurrent?

D.Objectivity

Canopinionbeclearlydistinguishedfromfact?Doesthesourceattempttomakethisdistinctionclearwithinthebodyofthesourcematerial?

Whatistheunderlyingpurposeofthesourcematerial,i.e.,toinformortosupportanadvocacyposition?Iftherearemultiplesourcesfromoneauthorororganization,whatistheoveralltoneandperspective?

Ifawebsite,whattypesofpageslinktothesource?Whatcanbeinferredfromtheselinksabouttheobjectivityofthesitewiththedesiredsourcematerial?

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III.LocatingSecondaryInformation

Threemainsourcesofsecondaryinformation:offlineprint,non-indexedonlinesources,andonlineindexedsources.Focusonlattertwo.

A.Non-indexedOnlineSources

SlideshareandScribdareresourcesthataretypicallynotindexed(orareindexedpoorly)inthesearchengines.SitesarerepositoriesforPowerPointpresentations,Worddocumentsandotherwrittenmaterialscontributedbyindividuals,advertisingagencies,andresearchandothercompanies.

ManyagenciesalsouseLexisNexisorothersimilardatabasestolocatematerialunlikelytobeindexedbythesearchengines.

B.IndexedOnlineSources:SearchStrategies

Scenario:ImaginethatyouragencyhasbeenaskedtocompetefortheYoplaityogurtaccountandthattheagencyhasnoexperienceinthisproductcategory.Youhavebeenassignedthetaskofpreparingabriefingregardingtrendsanddevelopmentsintheyogurtcategory.

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Useofasystematicsearchstrategyincreasestheprobabilitythatsearchresultsarerelevantanduseful.Stepsare:

1.StateInformationNeed

Expressyourinformationneedasoneormorequestions,forexample:“Whatarecurrenttrendsintheyogurtcategory?”

2.EliminateUnnecessaryWords

Reduceverbiageineachsearchquestionbyeliminatingeverythingthatisunrelatedtothequestion’scoreidea,forexample:

Whatarethecurrenttrendsintheyogurtcategory?

3.ExpandInitialSearchPhrases

Twothingsneedtobeaccomplishedinthisstep:(1)addsynonymstoyoursearchterms,and(2)addan“s”toasearchterms,forexample:

trendsyogurt,trendsyogurt

developmentyogurt,developmentsyogurtadvanceyogurt,advancesyogurt

Whenusingmultiplewordsinasearchphrase,canreduceordereffectsandincreasethenumberofrelevantresultsbyaddinga“+”signbetweentheindividualwords,forexample“trends+yogurt”.

4.ConducttheSearchonSeveralSearchEngines

Eachsearchenginehasitsownstrengthsandweaknessesandeachsearchenginemakesanindependentcontributiontolocatingrelevantsecondaryinformationsources.

5.Systematicallyreadkeyfindingsandreflectonresults

Readsearchresultssystematically,noting:

• Whichsearchengine(s)producedthebestresults?

• Whichsearchphrasesproducedthebestresults?

• Didsomesearchphrasesworkbetteronsomesearchenginesversusothers?

• Weresomesearchphrasesoverlybroad,producingtoomanyirrelevantresults?

• Weresomesearchphrasestoonarrow,producingtoofewrelevantsearchresults?

• Aretheresomesourcesthatrequireadeepersearchoftheentiresite?

• Doanyrelevantsourcesusewordsorphrasesthatshouldbeusedinadditionalsearches?

Answersinfluenceactionsinthenextstep.

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6.ReviseOriginalSearchPhrases;CreateNewSearchPhrases;Re-searchonmostProductiveSearchEngines

Followingtechniquescanassistintherevisionprocessandareappropriatetoallthreemajorsearchengines.Ifyouwantto…

• searchforaspecificphraseencloseitinquotationmarks,forexample

“yogurtadvertising”

• narrowyoursearchbyeliminatingmaterialsthatcontainacertainwordusetheminussign.Forexample,ifyouwanttosearchforsitesthatdiscussyogurtdevelopmentsoutsideofadvertisingyoucouldusethesearchphrase“yogurttrend”-advertising

• narrowyoursearchtolookforspecifictypesofresourcesyoucanspecifythedesiredresourcetypeinthesearchphrase.AsearchforPDFdocumentswouldbeyogurttrendsfiletype:pdfwhileasearchforPowerPointdocumentswouldbeyogurttrendsfiletype:ppt

• expandyoursearchbylettingthesearchenginedetermineandusesynonymsforkeysearchtermsusethe“~”symbol.If,forexample,ifyouwantedGoogletoapplysynonymsfortheterm“trends”yoursearchphrasewouldbeyogurt~trends

• expandyoursearchbyincreasingtherangeofacceptabletermsconnectthesearchtermswith“OR”(incapitalletters).ThesearchphraseyogurtORyoghurtwoulddeliverdocumentswitheither

spelling.

• focusonandsearchoneindividualsitewhenthereisnositesearchfunctionavailable.AddtheURLofthesitetothesearchphrase.Imagine,forexample,thatyouwanttosearchtheentireDairyFoodswebsiteusingGoogle.Yoursearchphrasewouldbe“yogurttrends"site:

HYPERLINK/

.

• focusonwebsitesthatuseakeyterminthesiteURLorpagetitle.Usethe“inurl”or“intitle”commandaspartofthesearchphrase.If,forexample,youwantedtofindallwebsitesthathadtheterm“yogurt”intheirURLyoursearchphrasewouldbeinurl:yogurt.Ifyouwantedtofindallwebsitesthatusetheterm“yogurt”inapagetitleyoursearchphrasewouldbeintitle:yogurt

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7.SearchDeeper,FollowKeyLinksandReferences

Oncearelevantandinformativesecondaryinformationsourceisfoundusethatsourceasthebasisfortheacquisitionofnewinformationby:(1)usingsite’sinternalsearchengine,(2)followinglinksinrelevantdocumentstootherexternalsources,(3)findsitesthatlinktoarelevantandimportantsite

IV.BeyondtheGeneralSearchEngines

A.AdditionalGoogleResources

GoogleBlogSearchappliesGooglesearchtechnologytoblogs.GoogleScholarprovidesasimplewaytobroadlysearchforscholarly

literature.

GoogleBookSearchworkssimilarlytowebsearchandretrievesbookswithcontentthatcontainsamatchforyoursearchterms.

B.EmailNewsletters

Awiderangeoforganizationspublishnewsletters.Thesenewslettersprovideeitherarecapofcurrentdevelopments(withlinkstooriginalsources)orpresentoriginalanalysesandperspectives.

1.NewsletterPublishers

• AdvertisingAge:AdAgeDaily,AdAgeDigital,AdAgeMediaWorks,AdAgeVideo.

• TheCreativityNewslettershowcases“must-seecreativeworkfromthe

U.S.andaroundtheworld.”

• Madison+Vinecovers“cutting-edgecampaignspushingthecontentcommerceenvelope.”

• Clickzpublishesalargenumberofnewsletterswhichareorganizedinto“Tracks.”ClickzTracksinclude:E-MailMarketing,SmarterMarketing,AdvertisingTechnology,MarketingAnalytics,MediaBuying,SearchEngineMarketing.

• Mediapostpublishes24dailyandweeklynewslettersallwithoriginalcontent.Mediapostpublicationsfallintothreegroups:onlinemedia,marketingandadvertising,traditionalmediaplanningandbuying,andbrandandproductmarketing.

2.NarrowlyFocusedNewsletters

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• eMarketerprovidesthelatestanalysesofonline-relatedadvertisingandmarkettrends.

• HarvardBusinessSchool’sWorkingKnowledgenewsletterofferscutting-edgeresearchandideasfromHarvardBusinessSchoolfaculty.

• IABSmartbriefisapublicationoftheInteractiveAdvertisingBureaufocusingoninteractivemediaspecificallydesignedforadvertising,marketingandmediaexecutives.

• Iconowatchisaweeklynewsletterthatdescribesitselfas“thevoiceofculturaltrends—illuminatingnotonlywhat'simportanttoconsumersworldwide,butalsowhyit'shappeningandwhereit'sheading.”

• MarketingChartspresentstheresultsofrecentadvertising-andmarketing-relatedresearchfromcompaniessuchasNielsen-Online,HarrisInteractive,andabroadarrayofmarketingandadvertisingresearchcompanies.

• TheMcKinseyQuarterlyisproducedbyMcKinsey&Company.TheQuarterly’sgoalisto“offernewwaysofthinkingaboutbusinessmanagementintheprivate,public,andnonprofitsectors.Weaimtohelpbusinesspeopleruntheirbusinessesmoreproductively,morecompetitively,andmorecreatively.”

V.Whitepapers,Researc