Que-5-Explain the various methods of pre-testing and post-testing advertisements.Ans:-

Pre Testing Advertising CampaignsAdvertisements can be researched prior to their release (pre-test) or after they havebeen released (post-test). Pre-tests are sometimes referred to as copy tests.The methods used to pre-test advertisements are based upon either qualitative orquantitative criteria. The most common methods used to pre-test advertisements areconcept testing, focus groups, consumer juries, dummy vehicles, readability, theatreand physiological tests. Focus groups are the main qualitative method used andtheatre or hall tests, the main quantitative tests.The primary purpose of testingadvertisements during the developmental process is to ensure that the finalcreative will meet the advertising objectives.The practical objective of pre-testing unfinished and finished creative work is that itis more effective for an advertiser to terminate an advertisement before costsbecome so large and commitment too final. Changes to an advertisement that aremade too late may be resisted partly because of the sunk costs and partly because of the political consequences that ‘pulling’ an advertisement might have.Once a seriesofadvertisements has been roughed or developed so that its messages can be clearlyunderstood, advertisers seek reassurance and guidance regarding which of thealternatives should be developed further.Concept tests, in-depth interviews, focus groups and consumer juries can be used todetermine which of the proposed advertisements are the better ones by usingranking and prioritization procedures. Of those selected, further testing can be usedto reveal the extent to which the intended message is accurately decoded. Thesecomprehension and reaction tests are designed to preventinappropriateadvertisements reaching the finished stage.Advertising Post-TestingThe projective techniques are used to overcome the barriers of rationality, logicalityand politeness, which often play an important role in case of direct questioning. Indirect questioning people often tend to give politically correct answers that areconsidered right by many. Also they try not to hurt the researcher and thus avoidnegative answers. In case of projective techniques, an indirect approach is adopted.Instead of asking questions, the respondents are subjected to different test. These

include the associations test, sentence completion test and thematic appreciationtest.Association tests attempts to get an immediate response to a stimulus such to get animmediate responses to a stimulus such as a word or picture by asking therespondent to say the first thing that comes to his mind.Sentence completion tests are an extension of the association test. Here therespondents are given incomplete test use pictures, which are shown to respondents.They are asked to tell stories about the pictures. These descriptions andinterpretations are analyzed to find out about their attitudes.In depth interviewing the respondent is first put at ease by the researcher while hetries to build up a rapport with the respondents. Then the respondents are askedleading or probing questions to bring out his underlying subconscious reaction tothe brand or organization advertised. The questions are never structures and theinterview is always conducted in a free and cordial manner. The flexibility andfreeness brings out many facts. Which usually are hidden beneath the consciousmind of the respondent? Depth interviewing needs to be conducted by highly skilledand trained psychologists to be able to fully explore the attitude of respondents.One often face the problem of artificiality a while conducting pre-testing.

Thisproblem is easily overcome during post-testing. Post-tests attempt to measure theactual effect of real advertisements in real situations. This is a more practicalapproach to measure the effectiveness of car mat advertisements. Different types areconducted as part of post-testing advertisements. Whatever the purpose of a car matadvertisement, its first task is to be seen, read, or heard. Every advertisement usessome means or other to get attention and hold it. Here comes the first big hurdlerecognition. This is simply a matter of identifying an advertisement that one hasseen before. Recognition is a necessary condition for effective advertising. If advertisements cannot pass this hurdle, it will probably not be effective. Recognitiontests are usually used for print ads.While many types of recognition have been designed for the car matsadvertisements. The starch recognitions test sends newspaper or magazine torespondents and then sends interviews to conduct the tests. Starch tests usually findsout the recognition rates of various elements of the ads like the visual or illustration,headline, logo, body copy, color, size, shape etc.

3. What are the characteristics of a good questionnaire? ABC Ltd is planning tolaunch a new brand of fruit juices.They want to conduct a survey to understand thepreferences of the consumers. Design a questionnaire to address this researchproblem.Ans:-

Characteristics of a Good QuestionnaireQuestions worded simply and clearly, not ambiguous or vague, must be objective· Attractive in appearance (questions spaced out, and neatly arranged)· Write a descriptive title for the questionnaire· Write an introduction to the questionnaire· Order questions in logical sequence· Keep questionnaire uncluttered and easy to complete· Delicate questions last (especially demographic questions)· Design for easy tabulation· Design to achieve objectives· Define terms· Avoid double negatives (I haven't no money)· Avoid double barreled questions (this AND that)· Avoid loaded questions ("Have you stopped beating your wife?")· Phrase questions for all respondentsUsual Food ChoicesThese questions are about the types of foods you ate during____________________________________.

4. How is the target population defined in a research design? How is the size of thesample determined? You have been asked to carry out a product research onshaving blades in Andhra Pradesh and Maharashtra. What would be your targetpopulation?Ans:-

It is incumbent on the researcher to clearly define the target population.There are no strict rules to follow, and the researcher must rely on logic andjudgment. The population is defined in keeping with the objectives of the study.Sometimes, the entire population will be sufficiently small, and the researcher caninclude the entire population in the study. This type of research is called a censusstudy because data is gathered on every member of the population.Usually, the population is too large for the researcher to attempt to survey all of itsmembers. A small, but carefully chosen sample can be used to represent thepopulation. The sample reflects the characteristics of the population from which it isdrawn.Sampling methods are classified as either probability or nonprobability. Inprobability samples, each member of the population has a known probability of being selected. Probability methods include random sampling, systematic sampling,and stratified sampling. In nonprobability sampling, members are selected from thepopulation in some nonrandom manner. These include convenience sampling,judgment sampling, quota sampling, and snowball sampling. The other commonform of nonprobability sampling occurs by accident when the researcherinadvertently introduces nonrandomness into the sample selection process. Theadvantage of probability sampling is that sampling error can be calculated.Sampling error is the degree to which a sample might differ from the population.When inferring to the population, results are reported plus or minus the samplingerror. In nonprobability sampling, the degree to which the sample differs from thepopulation remains unknown. (McDaniel and Gates, 1991)Random sampling is the purest form of probability sampling. Each member of thepopulation has an equal chance of being selected. When there are very largepopulations, it is often difficult or impossible to identify every member of thepopulation, so the pool of available subjects becomes biased. Random sampling isfrequently used to select a specified number of records from a computer file.Systematic sampling is often used instead of random sampling. It is also called anNth name selection technique. After the required sample size has been calculated,every Nth record is selected from a list of population members. As long as the listdoes not contain any hidden order, this sampling method is as good as the randomsampling method. Its only advantage over the random sampling technique issimplicity.

Stratified sampling is commonly used probability method that is superior to randomsampling because it reduces sampling error. A stratum is a subset of the populationthat share at least one common characteristic. The researcher first identifies therelevant stratums and their actual representation in the population. Randomsampling is then used to select subjects for each stratum until the number of subjects in that stratum is proportional to its frequency in the population.Convenience sampling is used in exploratory research where the researcher isinterested in getting an inexpensive approximation of the

truth. As the nameimplies, the sample is selected because they are convenient. This nonprobabilitymethod is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample.Judgment sampling is a common nonprobability method. The researcher selects thesample based on judgment. This is usually and extension of convenience sampling.For example, a researcher may decide to draw the entire sample from one"representative" city, even though the population includes all cities. When usingthis method, the researcher must be confident that the chosen sample is trulyrepresentative of the entire population.Quota sampling is the nonprobability equivalent of stratified sampling. Likestratified sampling, the researcher first identifies the stratums and their proportionsas they are represented in the population. Then convenience or judgment samplingis used to select the required number of subjects from each stratum. This differsfrom stratified sampling, where the stratums are filled by random sampling.Snowball sampling is a special nonprobability method used when the desired samplecharacteristic is rare. It may be extremely difficult or cost prohibitive to locaterespondents in these situations. Snowball sampling relies on referrals from initialsubjects to generate additional subjects. While this technique can dramaticallylower search costs, it comes at the expense of introducing bias because the techniqueitself reduces the likelihood that the sample will represent a good cross section fromthe population.