1. 1
Name of Institution
Amity School of Communication
BJMC- 3, Semester 6
Applied Research Techniques
Manu Sharma

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Name of Institution
Research in Advertising

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Name of Institution
Background
• Applied by nature (most of the time).
• Ques that can be answered- color of
packaging ?, is a magazine 1 a better
advt. buy that magazine 2?,
• Methods involved-laboratory research,
survey, field study, focus groups, content
analysis.
• Requires competence in market
research.

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Name of Institution
Types advertising research
• Copy research
• Media research
• Campaign assessment
research

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Name of Institution
Copy testing
• Every element in AD (layout, narration, music,
illustration, size, length) is a variable in copy
testing.
• Message research is a less frequently used
synonym.
• It’s a research that helps develop effective
advertisements and then determines which of
several ads is most effective.
• It takes place at every stage of advertising
process.

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Name of Institution
• Before a campaign starts, copy
pretesting indicates what to stress and
what to avoid.
• Once the content has been
established, tests are performed to
ascertain the most effective way to
structure ideas.
• Pictures, layout and copy can be
tested by analyzing their different
angles, typefaces being used or its
readability.

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Name of Institution
• For TV ad rough cut of the ad can be shown to
respondents.
• Final phase- final ad shown to respondents to
know that whether the ad serves the purpose or
not and to make necessary changes.

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Name of Institution
Copy testing checks following variables-
• cognitive dimension (attention, exposure,
awareness, comprehension, recognition,
recall),
• Affective dimension (attitude change,
involvement, liking/ disliking),
• Conative dimension (intention to buy,
purchase Behaviour).

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Name of Institution
• For cognitive dimension-a group of 5-100
consumers are shown tests ads and asked
which ad is best. Physiological
measurements technique-eye tracking
study can be used (thro’ camera recording
path of eye movement is scanned).
• T-scope: It’s a test to determine how long it
takes a consumer to recognize the product,
headline or the brand name, by playing them
on a slide projector with adjustable levels of
illumination.
For cognitive dimension

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Name of Institution
• In print media-reader traffic score:
subjects are shown a copy of newspaper
or magazine and are asked which
advertisements they remember seeing or
reading in that newspaper and the
answers are tabulated. it’s a biased
approach and may confuse them.

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• Recall study and aided recall (respondents are
shown a list of advertisers whose ads appeared
in the publications).
• Unaided recall: unstructured ques are asked
abt. advertising in general.
• Tele test service: measure the % of
respondents who remember seeing commercial
& % of those who can remember specific points.

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Name of Institution
• Affective dimension: measure the change
in attitude of consumer due to exposure to
an ad. Techniques are:
1. Projective tests (direct ques),
2. Theater test (shown TV ads & rate them-
though require respondents to make too
many responses),
3. Physiological measures, (requires
consumer attitude before exposure to ad,
expose consumer to ads under
examination re-measure the attitude after
Affective dimension

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Name of Institution
exposure) and rating scales.
Semantic Differential Scale: It is
used to measure the meaning an
item has for an individual. A seven
point scale is anchored by bipolar
attitudes.

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Name of Institution
4. Forced exposure method- filling
questionnaire followed by screening of TV
programme with ads in it. Then
respondents are again asked to fill in the
questionnaires.
• Conative Dimension: direct ques abt.
Shopping activities and at post testing
stage the sales figures & direct response
abt. Product/ services and ads.

15. 15
Name of InstitutionMedia Research
• Reach & frequency.
• Avg frequency= total exposures for all
households/ Reach.
• GRP= Reach * Avg frequency.
• Circulation, TRPs, CPMs.
• Internet audience.
• Measuring effectiveness of internet
advertising.
• Competitor’s activities.

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Name of Institution
• Techniques: Aided recall, unaided
recall, recognition method
(showing respondents logo or
cover of publication, then asked
to recognize the ads, to cross
check dummy articles and ads are
inserted).

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• Polychronic behavior: Audience who
involve in two or more activities, such as
TV viewing and reading.
• Monochronic behavior: people who don’t
involve in two or more activities.

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Name of Institution
Campaign assessment
research
• One or all stages of a campaign.
• Pre test and post test method: personal
interviews, telephone interviews.
• Tracking studies.

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Name of Institution
Research in public relations

20. 20
Name of InstitutionTypes
• Applied: strategic and evaluation research.
• Basic research
• Introspective research (basic & applied).

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Name of Institution
Research In PR process
• Defining PR problems
• Planning PR programs
• Implementing PR programs thro’ actions &
communication
• Evaluating program

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Name of Institution
Defining PR problems
• Environmental monitoring programs or
boundary scanning (to know trends in
public opinion & social events that can
have an impact on org.),
• PR audits (comprehensive study of PR
position of an org.),
• communication audits (internal and external
comm. Used by org. rather than PR image
of whole org.),
• social audits (measure org. social
performance).

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Name of Institution
• Environmental monitoring programs:
1. Early Warning phase: an attempt to
identify emerging issues, done through a
systematic content analysis or panel
studies of community leaders that looks in
for trigger events (that might focus public
concern on issue/ topic).
2. Tracking public opinion on major issues:
panel study, interviews, surveys, polling
techniques.

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Name of Institution
• PR audits: they measure company’s
standing both internally (employee
perception) and externally (opinions of
customers, stockholder, community
leaders).
• communication audits: tech use for the
purpose are readership surveys and
readability surveys.
• Social audits: to judge CSR & philanthropy.

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Planning PR programs
It should address specific problems and
opportunities.
Ex: among investors goal can be to increase
stock purchases!, how company is perceived?,
how to make measurable goals?
Methods- surveys, focus groups, intensive
interviews, media audits (survey of reporters,
editors, and other media personnel that asks
about their preferences for stories & how they
perceive the PR agency clients).

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Name of Institution
Implementing PR programs
During the implementation phase, the
monitoring efforts include- gate keeping
research and output analysis.
1. Gate keeping research-analysis of
characteristics of press releases and video
news releases that allows them to pass thro’
‘gate’ and appear in mass medium. Content
and style variable are analyzed.
Ex: what kind of news releases more favorable,
what kind of artwork is preferred by local
newspapers, to what extent the editing is
done , of the sent PR releases, do media
people run complete VNR or just the visuals
and a bit of story.

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Name of Institution
2. Output Analysis- It’s a short term or
immediate results of a particular PR
program activity. It measures how well a
company presents itself to others, amount
of attention an org. receives.
• Techniques-measure the coverage gained
by Org. in a selected media, content
analysis (on websites, in chat rooms,
newspapers, electronic media), analyze
attendance at special events and trade
shows, etc.

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Evaluation research
1. Implementation checking.- Are intended
T.A. being reached?
2. In-progress monitoring- Is program
having it’s intended effects?
3. Program results are assessed and
necessary changes are made for future.

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Name of InstitutionLongitudinal research
• longitudinal research refers to the analysis
of data collected at different points of
time. Three different types of longitudinal
research methods -- trend, cohort, and
panel studies

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Name of InstitutionPanel studies
• It measure the same sample of respondents at
different points in time. Panel studies can reveal
shifting attitudes and patterns of behavior that
might go unnoticed with other research
approaches. Depending on the purpose of the
study, researchers can use either a continuous
panel, consisting of members who report specific
attitudes or behavior patterns on a regular basis,
or an interval panel, whose members agree to
complete a certain number of measurement
instruments only when the information is needed.
They enable researcher to predict cause-effect
relationships.

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Name of Institution
Trend & Cohort studies
• The trend study is probably the most common
longitudinal study among others. A trend study
samples different groups of people at different
points in time from the same population.
• A Cohort Study is a longitudinal study in which
subjects who presently have a certain condition
and/or receive a particular treatment are
followed over time and compared with another
group who are not affected by the condition
under investigation.

32. 32
Name of InstitutionOpinion polls
• Methods:
1. Verbal poll,
2. Ballot,
3. Survey,
4. Web polls,
5. Tracking poll
* Late wing and Spiral of silence Problem.