♟️Advertising Strategy Unit 6 – Research Methods: Qualitative & Quantitative

Key Concepts and Definitions

• Research methods involve systematic investigation to gather data and insights about a specific topic or problem
• Qualitative research focuses on understanding human behavior, attitudes, and experiences through non-numerical data (interviews, focus groups, observations)
• Quantitative research involves collecting and analyzing numerical data to test hypotheses and draw conclusions
• Primary research collects new data directly from the source (surveys, experiments) while secondary research uses existing data (market reports, academic journals)
• Validity refers to the accuracy and truthfulness of research findings in measuring what they intend to measure
• Reliability indicates the consistency and reproducibility of research results over time and across different researchers
• Sampling is the process of selecting a representative subset of a population to study and draw conclusions about the entire group
  • Probability sampling uses random selection to ensure every member of the population has an equal chance of being chosen (simple random sampling, stratified sampling)
  • Non-probability sampling relies on the researcher's judgment to select participants based on specific criteria (convenience sampling, snowball sampling)

Types of Research Methods

• Surveys involve collecting data from a large number of respondents using standardized questionnaires (online surveys, phone surveys, mail surveys)
• Experiments manipulate one or more variables to observe their effect on a dependent variable while controlling for other factors
  • True experiments randomly assign participants to treatment and control groups to establish causality
  • Quasi-experiments lack random assignment but still aim to establish causal relationships
• Observational studies involve systematically observing and recording behavior without direct intervention or manipulation
• Case studies provide in-depth analysis of a specific individual, group, or event to gain insights into a larger phenomenon
• Ethnographic research immerses the researcher in a specific cultural context to understand social interactions and meanings
• Content analysis systematically examines and interprets the content of various media (text, images, videos) to identify patterns and themes
• Meta-analysis combines and analyzes data from multiple studies on the same topic to draw overall conclusions

Qualitative Research Techniques

• In-depth interviews involve one-on-one conversations between the researcher and participant to explore thoughts, feelings, and experiences
  • Structured interviews follow a predetermined set of questions in a specific order
  • Semi-structured interviews have a general guide but allow for flexibility and follow-up questions
  • Unstructured interviews have no predetermined questions and allow the conversation to flow naturally
• Focus groups bring together a small group of participants to discuss a specific topic under the guidance of a moderator
• Participant observation involves the researcher actively participating in the social setting they are studying to gain firsthand insights
• Ethnographic fieldwork requires the researcher to immerse themselves in a specific cultural context for an extended period to understand social norms and practices
• Qualitative content analysis examines the meaning and context of textual data (documents, transcripts, open-ended survey responses)
• Grounded theory is an inductive approach that builds theory from the data rather than starting with a predetermined hypothesis
• Narrative analysis examines the structure and content of stories and narratives to understand how people make sense of their experiences

Quantitative Research Approaches

• Descriptive research aims to describe the characteristics of a population or phenomenon without establishing causal relationships
  • Cross-sectional studies collect data from a sample at a single point in time
  • Longitudinal studies collect data from the same sample repeatedly over an extended period
• Correlational research examines the relationship between two or more variables without manipulating them
• Experimental research manipulates one or more independent variables to observe their effect on a dependent variable while controlling for other factors
  • Between-subjects designs assign each participant to only one condition (treatment or control)
  • Within-subjects designs expose each participant to all conditions in a counterbalanced order
• Causal-comparative research compares pre-existing groups to determine the cause of differences between them
• Survey research collects data from a large sample using standardized questionnaires to generalize findings to a larger population
• Meta-analysis combines and analyzes quantitative data from multiple studies on the same topic to draw overall conclusions

Data Collection Strategies

• Probability sampling ensures every member of the population has an equal chance of being selected (simple random sampling, stratified sampling, cluster sampling)
• Non-probability sampling relies on the researcher's judgment to select participants based on specific criteria (convenience sampling, snowball sampling, purposive sampling)
• Online surveys use web-based platforms to distribute questionnaires and collect responses from a large number of participants
• Face-to-face interviews allow for in-depth conversations and the ability to observe non-verbal cues
• Telephone interviews enable researchers to reach a geographically dispersed sample quickly and cost-effectively
• Mail surveys send physical questionnaires to participants' addresses and rely on them to complete and return the survey
• Observational methods involve systematically observing and recording behavior in natural settings without direct intervention
• Physiological measurements record biological responses (heart rate, brain activity, eye tracking) to stimuli or experiences

Analysis and Interpretation

• Descriptive statistics summarize and describe the main features of a dataset (mean, median, mode, standard deviation)
• Inferential statistics use sample data to make generalizations about a larger population (t-tests, ANOVA, regression analysis)
• Thematic analysis identifies and interprets patterns and themes in qualitative data (interviews, focus group transcripts)
• Content analysis systematically categorizes and quantifies the content of various media (text, images, videos)
• Grounded theory builds theory inductively by constantly comparing and refining categories and concepts that emerge from the data
• Narrative analysis examines the structure, content, and context of stories and narratives to understand how people make sense of their experiences
• Data visualization techniques (graphs, charts, maps) help to communicate complex data and findings in a clear and engaging manner
• Triangulation involves using multiple methods, data sources, or researchers to cross-validate findings and enhance the credibility of the research

Ethical Considerations

• Informed consent ensures participants are fully aware of the purpose, procedures, and potential risks of the research before agreeing to participate
• Confidentiality protects participants' identities and personal information from being disclosed without their permission
• Anonymity goes a step further by collecting data without any identifying information, making it impossible to link responses to specific individuals
• Beneficence requires researchers to maximize the benefits and minimize the risks of their study for participants and society
• Justice ensures that the benefits and burdens of research are distributed fairly and that no group is unfairly excluded or exploited
• Respect for persons acknowledges participants' autonomy and right to make informed decisions about their involvement in the research
• Integrity demands that researchers be honest, accurate, and transparent in all aspects of the research process
• Responsible conduct of research includes adhering to ethical guidelines, reporting findings accurately, and being accountable for one's actions

Applications in Advertising Strategy

• Market research helps advertisers understand their target audience's needs, preferences, and behaviors to create more effective campaigns
• Consumer insights from qualitative research (focus groups, interviews) inform creative strategies and message development
• A/B testing compares the performance of different ad variations to optimize campaign effectiveness and return on investment
• Brand tracking surveys measure changes in brand awareness, perception, and loyalty over time
• Ad effectiveness research assesses the impact of advertising on consumer attitudes, intentions, and behaviors
• Media planning relies on audience research to select the most appropriate channels and platforms for reaching the target market
• Social media analytics provide real-time data on user engagement, sentiment, and demographics to refine advertising strategies
• Neuromarketing techniques (EEG, fMRI) measure consumers' physiological responses to ads to understand their emotional impact and memorability