Photovoice, Sampling
Who analyzes data in Photovoice
Participants who took the pics
In the profanity content analysis study, what was the concept they sought in the data and how did they know it when they saw it?
profanity, coded for 7 dirty words, strong and mild profanity
Which type of research is useful for exploring ad concepts?
Qualitative
Heatmaps are interpretive tools for what type of biometric research?
What is eye tracking - shows where eyes landed on the stimuli (across individuals)
Bandura's research was based on what theory?
Social Learning Theory
What type of research begins with theory?
Deductive
We use this to select the sample. This is what?
Sampling frame
What are typical stimuli for early concept tests?
print ad, close to finished radio scratch tracks TV ads as storyboard, animation or photomation
The two instruments used to collect neuromarketing brain data are:
fMRI and EEG
What is the one thing a true experimental design cannot offer?
generalizability
In the health organization's (Kaiser Permanente) use of Photovoice that we saw in class, what did we see images of?
Lack of healthy food, barriers to getting exercise
_____________ is the extent to which your sample can be said to characterize your population.
Generalizability
Which should be used to test messages? Qual or quant methods?
Either
In the neuromarketing rap song we saw, they highlighted the three areas of cognitive data they can offer. What are they?
What is attn emotion and memory
What was the "manipulation" in the Bobo Doll experiments?
What is the "violent" video
What are goals for Photovoice - what is it good for?
Telling a story which words alone cannot do justice. Enabling marginalized people to overcome verbal or written communication barriers. Allowing for a compelling visual summary of a problem.
What kind of sampling relies on random selection, everyone in population has an equal chance of selection.
Probability
What were they looking for in the Canadian military ad test?
visual stimuli that garnered positive engagement among those ready to enlist for combat
Facial coding focuses on what?
Facial expressions and emotions as shown on the face
What do you NEED for causation?
What is empirical association or a correlation, Time order (temporal priority), nonspuriousness
What is a "sampling element" when we study humans?
A person
What is the difference between latent and manifest variables?
Latent, beneath the surface so hard to locate. Manifest, surface and easy to see.
In the Gin ad example we viewed in class, what type of research method did they use to test the ad?
Qualitative one-on-one interviews.
What are three objections to neuromarketing?
lack of external validity, ethical questions, impact on advertising (losing focus on information delivery, etc.)
In the open university videos on experimental research, what were the type of experiments we learned about? What differentiates them?
Field and lab. Controllability, impact of setting and social interaction.