广告调查（第二版）英文 指导手册 Davis-Instructors-Manual-Preface

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AdvertisingResearch:Instructor’sManual

Copyright©2012PearsonEducation,Inc.publishingasPrenticeHall

AdvertisingResearch:Instructor’sManual

Copyright©2012PearsonEducation,Inc.publishingasPrenticeHall

PAGE

Preface

AdvertisingResearchisdesignedtoprovideyourstudentswiththeknowledgeandskillsnecessarytobesuccessfuladvertisingprofessionals.AdvertisingResearchaccomplishesthistaskbydistinguishingitselffromotherresearchtextsbyfirmlyfocusingonadvertising.Thisresultsinatextthatprovidestwodistinctadvantagesfortheadvertisingstudent.

First,thetopicsdiscussedinthetextareofhighrelevancetotheadvertisingstudent.

AdvertisingResearchprovides,forexample,detaileddiscussionsof:

• Qualitativeresearchandtheanalysisofqualitativedatainanadvertisingcontext

• Segmentation

• BrandMapping

• Datacollectionthroughautomatedandbiometricobservation

• Conceptandadvertisingcommunicationtesting

• Post-productionadvertisingtestingandadvertisingoptimization

• Copytestingfromalegalperspective

Second,alloftheexamplesprovidedthroughoutthetextareadvertising-related,againincreasingtherelevanceofthediscussiontoadvertisingstudents.

FosteringStudentLearning

AdvertisingResearchiswrittenandstructuredwiththegoalsofimprovingstudentlearningandfacilitatingtheapplicationoflearnedmaterialtonewsituations.Someofthefeaturesofthetextthathelpachievethesegoalsare:

• Aclearwritingstylethatmakescomplexconceptsaccessibleandunderstandable.

• Extensiveuseofadvertising-relatedexamplesthatsupportandextendthediscussioninwaysthatclarifyratherthanconfuse.

• Chapterintroductionsthatclearlyexplainthetopicandidentifychapterobjectives.

• Chapterorganizationthatmovesthestudentfrombroadertomorespecificlevelsofdiscussion.

• Clearandconcisechaptersummaries.

• Chapterreviewquestionsthatassessacquisitionofkeyconceptsandideas.

• Extensiveapplicationexercisesthathelpstudentsextendtheirknowledgebyrespondingtochallenging,thought-provoking,real-worldproblems.

• Extensivereferencesthatdirectthestudenttoadditionalsourcesofrelatedinformation.

TextOrganization

AdvertisingResearchisdividedintofiveparts.Thisorganizationofthetext,coupledwithitsbreadthofcoverage(seetheDetailedTableofContents),providesagreatdealofinstructorflexibilitywithregardtowhichtopicsarecoveredoverthecourseofasemesterandtheorderinwhichtopicsarepresented.Additionally,thereportsandpresentationsprovidedinthesupplementalreadingsallowinstructorstodevelopmultipleassignments(inadditiontotheprovidedapplicationexercises)toreflecttheirowncoursepriorities.

PartsIandIIprovideanintroductiontoissuesrelatedtoallresearch.ThediscussioninPartIprovidesaframeworkfortheplanningandconductofresearch(Chapter1)andintroducestostudenttoethicalconsiderationsinresearch,payingparticularattentiontoresearchethicsinanonlineenvironment(Chapter2).SectionIIdiscussessourcesofinformationinresearch:secondaryinformation(Chapter3),andsamplesandsampling(Chapter4).

PartIIIfocusesonqualitativeresearch.Chapter5providesadetaileddiscussionofapproachestothecollectionofqualitativedata,introducingthestudenttoabroadrangeofqualitativedatacollectiontechniquesincludingqualitativeinterviewing,projectivetechniques,repertorygrid,andladdering.Chapter6discussestheplanningandconductoffocusgroupswhileChapter7providesdetailedguidancefortheanalysisofqualitativedata.

TheninechaptersinPartIVcomplimentthequalitativediscussionwithafocusonquantitativeresearch.Thesectionbeginswithtwochaptersonobservationresearch.Chapter

8discusseshumanandautomatedobservationofconsumerbehavior,withsignificantdiscussionfocusedonrelatingtheobservationofonlinebehaviorstoadvertisingdecision-

making.Chapter9explorestheincreasinguseofbiometricresearchbyadvertisingdecision-makersanddiscusseseyetracking,brainwaveanalysisandcombinedphysiological

approaches.Chapters11through13focusondatacollection.Afteradiscussionofmeasurementandrelatedissues(Chapter11)thediscussioncontinueswithafocusonhowto

phraseandconstructsurveyquestions(Chapter12),andquestionnairedesign(Chapter13).Thediscussionofexperimentation(Chapter14)isfollowedbytwochaptersthataddress

quantitativedataanalysisthroughdescriptiveandinferentialstatistics(Chapters15and16).

PartV,theconcludingsection,focusesontopicsofspecificinteresttoadvertisersandadvertisingresearchers.Topicsincludesegmentation(Chapter17),brandmapping,includingperceptualmapping(Chapter18),conceptandcommunicationtesting(Chapter19),andpost-productionadvertisingtestingandoptimization(Chapter20).Thesectionconcludeswithadiscussionofhowtobestorganizeandpresentresearchfindings(Chapter21).

SupplementalOnlineReadings

Theonlinesupplementalreadingswhichaccompanymostchaptersmakeanimportantcontributiontostudentlearning.Theresearchreportedinthesereadingsillustrateshowthetopicsdiscussedinachapterareappliedtoreal-worldsettings.Additionally,thein-textdiscussionandapplicationexercisesrelevanttothesereadingsencouragestudentstointeractwithandcriticallyevaluaterealresearch.(Theapplicationexercisesalsoprovideanexcellentstartforclassdiscussion.)Theonlineavailabilityofthesematerialsallowsinstructorstocustomizeandfocusclassdiscussionandassignmentsonspecificareasofinstructionalinterest.Thesupplementalreadingsarediscussedattheendofeachappropriatechapterin

thesectionlabeled“ApplyingChapterConcepts.”Applicationexercisesrelatedtothesupplementalreadingsfollowthoseforchaptercontent.

NotethatthesupplementalreadingsarenotincludedinthechapterPowerPointpresentations.

ThreechaptersinPartsIandIIprovideonlinesupplementalreadings.Chapter1presentstwopublishedpapersrelevanttotheCentersforDiseaseControlVERBcommunicationcampaign.Thepapersillustratehowresearchplaysanimportantrolethroughouttheadvertisingplanningprocess.Chapter3presentsanexampleofapresentationthatprimarilyreliesonsecondaryresearch.Thepresentationprovidesanexcellentmodelforhowtoorganize,interpretanddrawimplicationsfromsecondaryresearch.Chapter4providesfivecasestudiesdrawnfromthePewCentersthatillustratehowsamplingplansfordifferentresearchstudiesarecustomizedtorespondtoaresearchproject’suniqueinformational

needs.

Chapter6presentsthesupplementalreadingsforthequalitativechapters.Thereadingsrelatetotheplanningandresultsoffocusgroupsdesignedtoprovideinsightsforanadvertisingcampaigndesignedtoreducetheincidenceofindividualsdrivingwhiledrowsy.The

screener,moderator’sguides,advertisingconceptsandfocusgroupresultsareallprovided.

Supplementalreadingsareprovidedforfiveofthequantitatively-orientedchaptersinPart

IV.

• Chapter8containstwoexamplesofobservationresearch.ThesocialmediaprogramdesignedbyAmnestyInternationaltoreduceviolenceagainstwomenusesautomatedobservationtoevaluatethesuccessofthecampaign

whiletheVideoConsumerMappingStudyreportstheresultsofthehumanobservationresearchstudyofconsumers’mediausage.

• Chapter9presentstheresultsoffourapplicationsofbiometricresearch:TobiiTechnologyprovidesseveralcasestudieswhichillustratetheuseandapplicationofeyetrackingresearchtoadvertisingtesting,Etreprovidesitsapplicationofeyetrackingtowebsiteanalysis,OnetoOneInsightsprovidestheirresearchreport“Emotion,EngagementandInternetVideo,”andMindscopeprovidestheresultsofanfMRIadvertisingtest.

• Chapter12presentstheresultsoftworesearchstudieswithafocusonthequestionsusedfordatacollection.TheRazorfishDigitalBrandExperienceReport/2009isdesignedtoprovideanin-depthunderstandingofhowtheevolvingdigitalenvironmentischangingthewaythatconsumersinteractwithbrands.TheCossette2009SocialMediaStudyisdesignedtogatherinsightsonconsumerswhousesocialmedia,specifically,toprovideanin-depthunderstandingofsocialmediapenetrationaswellasocialmediausers’motivations,behaviorsandattitudes.

• Chapter13providesthreeexamplesofactualquestionnairestosupportandextendthetext’sdiscussionofquestionwritingandquestionnairedesign.

• Chapter14providestwoexamplesofadvertising-relatedexperiments.ThefirststudyreprintstheExecutiveSummaryfromtheground-breakingInteractiveAdvertisingBureau’s“OnlineAdvertisingEffectivenessStudy.”ThesecondstudyisprovidedbyMassiveIncorporatedandreportstheresultsofanin-videogameadvertisingtest.

Finally,fourofthePartVchapterscontainsupplementalreadings.

• Chapter17containstwosegmentationstudies.ThePewInternet&AmericanLifesegmentationofinformationandcommunicationtechnologyusersillustrateshowsegmentationresearchisplannedandanalyzed,withparticularattentiontohowsegmentsareformedanddescribed.DanPankraz’spresentation“GenerationC-ALookIntoTheirWorld”provid