ADV 3008 Lecture 8:
Document Summary
Adv3008 - lecture 8 notes - tuesday january 29, 2019 quiz 2 = notes quiz 3 = book. Do not come to class thursday feb 7. Tips for success in online exams in this class. Research can: help identify consumers help look for new ideas in products and services. Help improve what"s offered in products and services. Help study promotional tools coke once over-relied on research and screwed up. Quantitative research using numbers statistical analysis of large amounts of data example: surveys filled out by consumers. Qualitative research using opinions/feelings more time consuming examples: focus groups, interviews this is much more useful for product development not testing creative ideas. Behavioral sciences advertising relies on social sciences to learn about consumer. Anthropology uses form of observation to understand human behavior. Ethnography - scientific technique used for this (scope, listerine) they found listerine tastes better than scope and people would leave it in longer making it more effective.
