Hi
This is to remind all the Marketing Research students that the final exam will take place on Tuesday, 2nd February in E-121 at 11:30. The first three chapters of the book are NOT included. That leaves chapters 4, 5, 6, 10, 11, 13, 14 and 22. The exam will also include The First Habit from Steven Covey's book. The paper will contain MCQs as well as a few short questions.
Best of luck!
Sunday, January 31, 2010
Friday, January 22, 2010
Method and Research Design
I wanted to post this prior to our projects, but it got delayed.
This links shows you the method and way of doing a research design; the common problems we face and how to write our own research design.
Please post your comments.
http://www.languages.ait.ac.th/el21meth.htm
This links shows you the method and way of doing a research design; the common problems we face and how to write our own research design.
Please post your comments.
http://www.languages.ait.ac.th/el21meth.htm
Thursday, January 21, 2010
Exam day and time
Hi all
Our exam is scheduled for 2nd February at 11:30am in 121.
Please be there :)
Also, i have NOT received all presentations. Please do email them today to avoid penalties.
Regards
Mannan.
Our exam is scheduled for 2nd February at 11:30am in 121.
Please be there :)
Also, i have NOT received all presentations. Please do email them today to avoid penalties.
Regards
Mannan.
The Gestalt Approach to Advertising Research
Editor's note: Daniel Oromaner is president of The Qualitative Difference, Inc. This article was adapted from a presentation to the Advertising Research Foundation Conference in April 1991.
The power of advertising is illustrated in every American history text. Five hundred years ago Columbus discovered America, and for years afterward he communicated very little about his discovery. After all, he was looking for gold and he didn't want competition.
On the other hand, Amerigo Vespucci was five years behind Columbus, but he wrote extensively of his discoveries and theories. One of his letters was translated into 40 languages over a 25-year period. As a result, Vespucci was credited with the discovery of America. It even has his name. When he returned to Europe, Spain granted Vespucci citizenship and gave him a high-level government post.
What happened to Columbus? We celebrate his discovery, but Christopher Columbus died in jail. The moral of the story: it pays to advertise.
Advertising works, and some campaigns work better than others. In the past 50 years, there have been products that became category leaders with great help from their advertising--Charmin, Perdue, IBM, Budweiser, McDonald's, and Nyquil. There have been products that became category leaders with little help from their advertising--Polaroid, Xerox, Canada Dry, Edge, and Kleenex. And, some products have failed because their advertising never gave them the needed boost--Gablinger's beer, Vote toothpaste, Handy Andy cleaner, Univac computers, Rheingold beer, and Datril pain reliever.
Can advertising research improve the batting average of our companies? Yes, validation efforts in the past ten years have shown that copy test measures can identify the advertising that will influence sales.
As part of the increasingly sophisticated advertising research procedures, there has been a steady increase in the use of advertising-related focus groups and in-depth interviews. They have been used for strategy/copy development, copy refinement, competitive assessments, and the ubiquitous "disaster checks." During that time, I have tested executions for television, radio, print, free standing inserts, and direct mail.
A particular theoretical framework has guided me in planning and conducting those sessions. It has answered questions such as: how many ads should we test, and what reaction variables are important? The framework is Gestalt psychology.
This school of psychological thought originated in Germany in the 1920s. Its founders held that, "perception is not an unorganized mosaic of elements, which are subsequently associated into meaningful contents in the mind." They believed that perception is an "organized, structured entity--a configuration, a Gestalt."
The German noun "Gestalt" (pronounced Gesh-talt) is usually translated as "shape," "pattern," or "form." The word is difficult to translate precisely into English, but it implies making perceptions into a comprehensible whole.
The whole is more than the sum of its parts
In Gestalt psychology the whole possesses properties of its own, related to, but not merely the sum of its individual parts. We do not experience the parts of our environment separately; we try to organize those parts into a meaningful whole. Further, we want things and events to make sense in terms of what we already know.
Thus, an advertisement is more than the sum of its parts. An ad is more than the talent, music, costumes, copy, and setting. The elements of an ad interact with each other--the way ingredients interact in a recipe.
For example, think of one of the best dinners you had in the past five years. Didn't the seasonings, textures, tastes, aromas, visual appeal, even the ambiance have an effect? How many of those elements could have changed without diminishing the total experience? Very few, I would bet.
Similarly, virtually all great actors and directors recognize the importance of even the slightest nuance in making the characters and story credible. Directors have asked for take after take until they were satisfied with a scene. Some actors have been no less demanding.
In looking back upon your favorite movie--or dinner--you probably thought of it as a whole experience. The organization of discrete elements into a Gestalt is a common process, "It is primitive, direct, spontaneous, and mostly unlearned." Gestalt research has shown that even animals respond to organized wholes.
Figure versus ground
In addition to the whole being greater than the sum of its parts, and our natural tendency to see Gestalts (patterns), the importance of "figure" versus "ground" is a key Gestalt concept. Figure is a point, object, or subject on which a person focuses his or her attention. Ground is the background, or environment.
A thousand years ago the ability to select and pay attention to important aspects of the environment was a matter of life and death for our ancestors. Today's police officers and others in high-risk occupations must also be acutely attuned to their surroundings. Even though our needs are generally not as acute, we all pay attention to certain sights and sounds.
When we are hungry, we pay attention to restaurants we pass. When we are in a meeting, we pay attention to the facial expressions of our superiors. When leaving the office late at night, we carefully scrutinize anyone who enters our elevator.
Implications for Gestalt advertising research
Gestalt psychology would predict that the order of presentation of executions has an effect, and of course it does. No matter how often you remind respondents to view each execution without regard to what was seen previously, they make the silent comparisons. Our minds must constantly decide what will remain as figure and what will fade into the background.
Gestalt psychology predicts that reactions to commercials are influenced by program/media content and other ads viewed at the time; and, we have evidence that such is the case. A print ad for a Jaguar stands out more in Yachting than it does in Motor Trend.
Gestalt psychology would also predict that certain key elements in a commercial stand out (figure) and are remembered over time, disproportionate to the actual amount of time that element took in the ad. We have research that confirms that hypothesis as well. For example, the near accident in the BMW TV spots is well remembered even though it lasts only a few seconds.
Applications for Gestalt qualitative advertising research
It is always a good idea to test more than one execution. It gives the respondents a basis for comparison, and you can notice which of the executions (or which parts of each ad) stand out and communicate well. Of course, it is recommended to rotate the order of presentation of the ads.
In order for an ad to stand out among other ads, it needs to grab the attention of the consumer. Therefore, you must discover if the ad is attention getting. What good is it to have respondents dissect an execution in excruciating detail, only to tell you later that in real life they never would have stopped to read (or watch) the ad; or, they never would have opened that direct mail piece! Magazine publishers know that newsstand sales are dependent on what is on the cover--an important consideration for all of us.
Consumers don't live in a vacuum. Advertising constantly bombards them. Not only are 4,000 to 6,000 commercials aired each week on national networks, consumers see ads on taxis, at sporting events, on clothing, and even at the movies. What will they pay attention to, and what will they tune out?
To many men and women, all automobile commercials are the same-- sleek sedans speeding on winding mountain roads. Others say weight loss ads are the same--before and after shots of satisfied customers. Similarly, lite beer commercials generally show trim young men and women having fun.
Therefore, in order to secure the most realistic reactions to your new executions, it is important to elicit reactions to them and how they compare to competitive commercials (and possibly to your previously-seen commercials). A good campaign will probably not meet its objectives if your competitor simultaneously launches a great campaign.
Consumers see everything in context. The Academy Award-winning best picture in some years might not have even been nominated in other years. Just as all recently seen movies are the ground for the Academy's judges, all recently seen ads are the background for your new execution.
In order to determine the key elements within the ad, it is also important to ask respondents, "What stands out to you about this commercial?" Key elements are the things consumers will remember over time. They are the elements that either should (if they reacted negatively) or should not (if they reacted positively) be changed during the development process. A certain two seconds of a 30-second commercial may make or break the ad. Qualitative research can help identify that segment or segments.
In some commercials the specific colors, costumes, actors, music, or action, may not make a difference. In other ads, one change could make all the difference in the world. Part of the job of qualitative advertising research is to identify those key elements that disproportionately affect the Gestalt or overall impression.
Question: Would the recent Citibank credit card campaign be as good if they had picked "You've Got A Friend" as their music rather than "Stand By Me"? The theme of both songs is the same, but the total Gestalt would have been very different. What about the movie "Ghost" without "Unchained Melody"? Would the Memorex commercials work as well if the recorded sound shattered a pair of eyeglasses instead of a wine glass?
These key elements contribute greatly to the effectiveness and overall feeling of these communications. Qualitative research can help identify winning elements, and explain why those elements have such a strong effect.
Copyright 1992 Quirk's Marketing Research Review (www.quirks.com). All rights reserved.
The power of advertising is illustrated in every American history text. Five hundred years ago Columbus discovered America, and for years afterward he communicated very little about his discovery. After all, he was looking for gold and he didn't want competition.
On the other hand, Amerigo Vespucci was five years behind Columbus, but he wrote extensively of his discoveries and theories. One of his letters was translated into 40 languages over a 25-year period. As a result, Vespucci was credited with the discovery of America. It even has his name. When he returned to Europe, Spain granted Vespucci citizenship and gave him a high-level government post.
What happened to Columbus? We celebrate his discovery, but Christopher Columbus died in jail. The moral of the story: it pays to advertise.
Advertising works, and some campaigns work better than others. In the past 50 years, there have been products that became category leaders with great help from their advertising--Charmin, Perdue, IBM, Budweiser, McDonald's, and Nyquil. There have been products that became category leaders with little help from their advertising--Polaroid, Xerox, Canada Dry, Edge, and Kleenex. And, some products have failed because their advertising never gave them the needed boost--Gablinger's beer, Vote toothpaste, Handy Andy cleaner, Univac computers, Rheingold beer, and Datril pain reliever.
Can advertising research improve the batting average of our companies? Yes, validation efforts in the past ten years have shown that copy test measures can identify the advertising that will influence sales.
As part of the increasingly sophisticated advertising research procedures, there has been a steady increase in the use of advertising-related focus groups and in-depth interviews. They have been used for strategy/copy development, copy refinement, competitive assessments, and the ubiquitous "disaster checks." During that time, I have tested executions for television, radio, print, free standing inserts, and direct mail.
A particular theoretical framework has guided me in planning and conducting those sessions. It has answered questions such as: how many ads should we test, and what reaction variables are important? The framework is Gestalt psychology.
This school of psychological thought originated in Germany in the 1920s. Its founders held that, "perception is not an unorganized mosaic of elements, which are subsequently associated into meaningful contents in the mind." They believed that perception is an "organized, structured entity--a configuration, a Gestalt."
The German noun "Gestalt" (pronounced Gesh-talt) is usually translated as "shape," "pattern," or "form." The word is difficult to translate precisely into English, but it implies making perceptions into a comprehensible whole.
The whole is more than the sum of its parts
In Gestalt psychology the whole possesses properties of its own, related to, but not merely the sum of its individual parts. We do not experience the parts of our environment separately; we try to organize those parts into a meaningful whole. Further, we want things and events to make sense in terms of what we already know.
Thus, an advertisement is more than the sum of its parts. An ad is more than the talent, music, costumes, copy, and setting. The elements of an ad interact with each other--the way ingredients interact in a recipe.
For example, think of one of the best dinners you had in the past five years. Didn't the seasonings, textures, tastes, aromas, visual appeal, even the ambiance have an effect? How many of those elements could have changed without diminishing the total experience? Very few, I would bet.
Similarly, virtually all great actors and directors recognize the importance of even the slightest nuance in making the characters and story credible. Directors have asked for take after take until they were satisfied with a scene. Some actors have been no less demanding.
In looking back upon your favorite movie--or dinner--you probably thought of it as a whole experience. The organization of discrete elements into a Gestalt is a common process, "It is primitive, direct, spontaneous, and mostly unlearned." Gestalt research has shown that even animals respond to organized wholes.
Figure versus ground
In addition to the whole being greater than the sum of its parts, and our natural tendency to see Gestalts (patterns), the importance of "figure" versus "ground" is a key Gestalt concept. Figure is a point, object, or subject on which a person focuses his or her attention. Ground is the background, or environment.
A thousand years ago the ability to select and pay attention to important aspects of the environment was a matter of life and death for our ancestors. Today's police officers and others in high-risk occupations must also be acutely attuned to their surroundings. Even though our needs are generally not as acute, we all pay attention to certain sights and sounds.
When we are hungry, we pay attention to restaurants we pass. When we are in a meeting, we pay attention to the facial expressions of our superiors. When leaving the office late at night, we carefully scrutinize anyone who enters our elevator.
Implications for Gestalt advertising research
Gestalt psychology would predict that the order of presentation of executions has an effect, and of course it does. No matter how often you remind respondents to view each execution without regard to what was seen previously, they make the silent comparisons. Our minds must constantly decide what will remain as figure and what will fade into the background.
Gestalt psychology predicts that reactions to commercials are influenced by program/media content and other ads viewed at the time; and, we have evidence that such is the case. A print ad for a Jaguar stands out more in Yachting than it does in Motor Trend.
Gestalt psychology would also predict that certain key elements in a commercial stand out (figure) and are remembered over time, disproportionate to the actual amount of time that element took in the ad. We have research that confirms that hypothesis as well. For example, the near accident in the BMW TV spots is well remembered even though it lasts only a few seconds.
Applications for Gestalt qualitative advertising research
It is always a good idea to test more than one execution. It gives the respondents a basis for comparison, and you can notice which of the executions (or which parts of each ad) stand out and communicate well. Of course, it is recommended to rotate the order of presentation of the ads.
In order for an ad to stand out among other ads, it needs to grab the attention of the consumer. Therefore, you must discover if the ad is attention getting. What good is it to have respondents dissect an execution in excruciating detail, only to tell you later that in real life they never would have stopped to read (or watch) the ad; or, they never would have opened that direct mail piece! Magazine publishers know that newsstand sales are dependent on what is on the cover--an important consideration for all of us.
Consumers don't live in a vacuum. Advertising constantly bombards them. Not only are 4,000 to 6,000 commercials aired each week on national networks, consumers see ads on taxis, at sporting events, on clothing, and even at the movies. What will they pay attention to, and what will they tune out?
To many men and women, all automobile commercials are the same-- sleek sedans speeding on winding mountain roads. Others say weight loss ads are the same--before and after shots of satisfied customers. Similarly, lite beer commercials generally show trim young men and women having fun.
Therefore, in order to secure the most realistic reactions to your new executions, it is important to elicit reactions to them and how they compare to competitive commercials (and possibly to your previously-seen commercials). A good campaign will probably not meet its objectives if your competitor simultaneously launches a great campaign.
Consumers see everything in context. The Academy Award-winning best picture in some years might not have even been nominated in other years. Just as all recently seen movies are the ground for the Academy's judges, all recently seen ads are the background for your new execution.
In order to determine the key elements within the ad, it is also important to ask respondents, "What stands out to you about this commercial?" Key elements are the things consumers will remember over time. They are the elements that either should (if they reacted negatively) or should not (if they reacted positively) be changed during the development process. A certain two seconds of a 30-second commercial may make or break the ad. Qualitative research can help identify that segment or segments.
In some commercials the specific colors, costumes, actors, music, or action, may not make a difference. In other ads, one change could make all the difference in the world. Part of the job of qualitative advertising research is to identify those key elements that disproportionately affect the Gestalt or overall impression.
Question: Would the recent Citibank credit card campaign be as good if they had picked "You've Got A Friend" as their music rather than "Stand By Me"? The theme of both songs is the same, but the total Gestalt would have been very different. What about the movie "Ghost" without "Unchained Melody"? Would the Memorex commercials work as well if the recorded sound shattered a pair of eyeglasses instead of a wine glass?
These key elements contribute greatly to the effectiveness and overall feeling of these communications. Qualitative research can help identify winning elements, and explain why those elements have such a strong effect.
Copyright 1992 Quirk's Marketing Research Review (www.quirks.com). All rights reserved.
List of Companies for Internships..
Guys you are supposed to list down the companies in which you are willing to do internships by posting comments on this ....
Thanks.
Thanks.
Wednesday, January 20, 2010
"Money Making With Affiliate Marketing" by Anthony Parker
http://www.goarticles.com/cgi-bin/showa.cgi?C=2486229
"Affiliate Marketing is an Internet-based marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's marketing efforts."
How to make money online is a difficult proposition for those new to Internet marketing. However, it is quite an achievable goal as long you understand how Internet marketing operates and the dos and donts of online success. This detailed review will assist you to decide whether the online marketing world is right for you.
Affiliate marketing is a system where you are an affiliate of the company that has the product. You are given the right to market that company's products and earn yourself a commission for each sale that you make for the company. The commission can range from 10 per cent to 40 per cent or more depending on the company and product that you are selling.
One of the best things about affiliate marketing is that it is a great way to get into a new business quickly with low start-up costs. Another great benefit is that many affiliate programs are free to join. After you have chosen your product or products to market there are only a few steps to follow. It is essential that you make sure your affiliate website has optimal key words for it to be Search Engine Optimization (SEO) friendly. Next you need to develop an affiliate marketing plan to succeed in driving traffic to your website landing page. Search the Internet for reputable articles and blogs that will educate you further for money making with affiliate marketing. Verify this information by checking for reviews of these articles, blogs and websites.
There is potentially very good money to make out of affiliate marketing. The best programs can generate $2,000 to $5,000 a month if you work hard. This is useful money by anyone's standards. Another great thing is that the best affiliate programs offer ongoing residual income. In other words, every time a buyer revisits your affiliate weblink to make another purchase, you get rewarded with another commission. However, you need to remember that such success takes time so you need to be patient.
"Affiliate Marketing is an Internet-based marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's marketing efforts."
How to make money online is a difficult proposition for those new to Internet marketing. However, it is quite an achievable goal as long you understand how Internet marketing operates and the dos and donts of online success. This detailed review will assist you to decide whether the online marketing world is right for you.
Affiliate marketing is a system where you are an affiliate of the company that has the product. You are given the right to market that company's products and earn yourself a commission for each sale that you make for the company. The commission can range from 10 per cent to 40 per cent or more depending on the company and product that you are selling.
One of the best things about affiliate marketing is that it is a great way to get into a new business quickly with low start-up costs. Another great benefit is that many affiliate programs are free to join. After you have chosen your product or products to market there are only a few steps to follow. It is essential that you make sure your affiliate website has optimal key words for it to be Search Engine Optimization (SEO) friendly. Next you need to develop an affiliate marketing plan to succeed in driving traffic to your website landing page. Search the Internet for reputable articles and blogs that will educate you further for money making with affiliate marketing. Verify this information by checking for reviews of these articles, blogs and websites.
There is potentially very good money to make out of affiliate marketing. The best programs can generate $2,000 to $5,000 a month if you work hard. This is useful money by anyone's standards. Another great thing is that the best affiliate programs offer ongoing residual income. In other words, every time a buyer revisits your affiliate weblink to make another purchase, you get rewarded with another commission. However, you need to remember that such success takes time so you need to be patient.
Tuesday, January 19, 2010
Internet Business Ideas - Why The Article Marketing Works by Juhani Tontti
http://www.goarticles.com/cgi-bin/showa.cgi?C=2489844
When you market internet business ideas, it is important to understand that it is the marketing of ideas not products. This means, that it is wise to use a strategy, which supports the main choice, the marketing of ideas. This was the starting point, when I selected the article marketing as my main tool.
The article marketing is a very personal way to communicate with the big audience. This makes it a good brand builder, because every reader creates an image of the writer and his internet business ideas. This means that the selection process has just started. Some readers like, some do not and this is how it shall be.
1. The Magic Of Preselling.
When the article is self written, it is an ideal tool to presell the internet business ideas. This means a big advantage, because the reader has already gotten an idea about the landing page, before he will land on it.
Actually the idea of the article is, that the reader gets enthusiastic and really wants to see the whole story and to click the link in the author box. So the purpose is not, that the article will reveal everything. The idea is to tease the reader and to help him to click the link to the landing page.
2. Articles Appear In Many Places.
The fact is that the marketers of the internet business ideas are always in the need to get useful material to their own sites or blogs. This is the reason, why they search good articles from the article directories and will click at the same time the links in the author boxes. This means related traffic.
Because the article directories have high page ranks, the keyword optimized articles can climb high on the search engine result pages. The first page rankings mean lots of targeted traffic. The writer can improve these rankings by writing articles and by putting the article domain into the author box.
3. Traffic From Two Sources, At Least.
The keyword optimized articles live online for many years. They are real residual income sources, which can bring a nice traffic after a couple of years, when they are written. The main traffic sources there are two. The traffic, which comes from the article directories and the another one, which comes from the search engine rankings.
4. Articles Are Effective In Brand Building.
The well written articles are never ads. They do not try to sell anything but to present useful internet business ideas and to make the reader to click the link in the author box. If they succeed in doing this job, the articles have done their jobs.
When you market internet business ideas, it is important to understand that it is the marketing of ideas not products. This means, that it is wise to use a strategy, which supports the main choice, the marketing of ideas. This was the starting point, when I selected the article marketing as my main tool.
The article marketing is a very personal way to communicate with the big audience. This makes it a good brand builder, because every reader creates an image of the writer and his internet business ideas. This means that the selection process has just started. Some readers like, some do not and this is how it shall be.
1. The Magic Of Preselling.
When the article is self written, it is an ideal tool to presell the internet business ideas. This means a big advantage, because the reader has already gotten an idea about the landing page, before he will land on it.
Actually the idea of the article is, that the reader gets enthusiastic and really wants to see the whole story and to click the link in the author box. So the purpose is not, that the article will reveal everything. The idea is to tease the reader and to help him to click the link to the landing page.
2. Articles Appear In Many Places.
The fact is that the marketers of the internet business ideas are always in the need to get useful material to their own sites or blogs. This is the reason, why they search good articles from the article directories and will click at the same time the links in the author boxes. This means related traffic.
Because the article directories have high page ranks, the keyword optimized articles can climb high on the search engine result pages. The first page rankings mean lots of targeted traffic. The writer can improve these rankings by writing articles and by putting the article domain into the author box.
3. Traffic From Two Sources, At Least.
The keyword optimized articles live online for many years. They are real residual income sources, which can bring a nice traffic after a couple of years, when they are written. The main traffic sources there are two. The traffic, which comes from the article directories and the another one, which comes from the search engine rankings.
4. Articles Are Effective In Brand Building.
The well written articles are never ads. They do not try to sell anything but to present useful internet business ideas and to make the reader to click the link in the author box. If they succeed in doing this job, the articles have done their jobs.
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