ดาวน์โหลดงานนำเสนอ
งานนำเสนอกำลังจะดาวน์โหลด โปรดรอ
1
Formative Research ICA 314
2
What is FR? A tool to develop more effective campaigns
3
Why FR? Seeks to answer questions about target audience for a program, project, or campaign Provide data and perspectives to improve messages during the course of creation
4
When to conduct FR? Pre-production Production testing
5
Pre-production research
Audience segmentation and needs analysis Channel analysis
6
Pre-production research
Look for message themes Persuasive arguments Styles Lead to a mock-up materials!
7
Audience segmentation and needs analysis
Identifying the target audience Specifying the target behavior Elaborating the responses Knowledge Beliefs Attitudes and values Priorities Efficacy and skills
8
Channel analysis Obtain credibility rating, vehicles, and content categories, and recall and evaluative reactions to messages
9
Channel analysis Amount of time spent in media consumption
Radio, TV, newspapers, magazines Usage of specific media Radio stations, TV channels, titles of print media read Exposure to the secondary channels movie theatres, pamphlets, billboards, posters Interpersonal contacts
10
Channel analysis Topic specific data
Consumption of media content that complements or compete with campaign messages interpersonal communication about topic exposure to prior campaign messages
11
Production testing Look for target audience reactions to preliminary versions of messages and materials
12
Production testing Message testing
13
Message testing Provide direction for eliminating weaker approaches
Identifying the most promising concepts Visual sketches and key phrases
14
Message testing: Execution
Attention? Comprehension? Strong and weak points? Relevance personally? Too sensitive or controversial?
15
How to conduct FR Interviews Experimental Questionnaires
Focus group interview In-depth interview Experimental Theatre testing Day after recall Questionnaires
16
Experimental research
Theatre testing Viewing the materials in controlled settings Selective samples that represent the target After viewing respondents are asked About their opinion of acts, To recall the materials unaided
17
Experimental research
Day after recall Natural setting Phone interview
19
Why experiment? Behavior is not random but a kind of pattern that influences by causal relationship พฤติกรรมไม่ได้เกิดขึ้นแบบสุ่มสี่สุ่มห้า แต่เป็นรูปแบบที่เกิดขึ้นจากความสัมพันธ์ระหว่างเหตุและผล Identifying cause-effect relationship among variables that researcher suspect exist while controlling other influences (variables)
20
Notion of experiment Manipulating independent variables. - when, how, how much subjects receive treatment บังคับตัวแปรว่าผู้ที่ถูกทดลองควรจะได้รับ treatment เมื่อไหร่ อย่างไร และขนาดไหน Control variables (age, gender, education) - Avoid intervening variables ควบคุมตัวแปร เพื่อหลีกเลี่ยงตัวแปรสอดแทรก Attempt to find causal relationships - long-term cause-effect relationships หาความสัมพันธ์ระหว่างตัวแปร
21
Control Remove or hold constant the effects of intervening variables (ตัวแปรสอดแทรก) Elimination and removal intervening variables (ตัวแปรสอดแทรก) - Temperature Holding constant - population, กำหนดค่าคงที่ Matching จับคู่เปรียบเทียบ Blocking intervening variables กันตัวแปรสอดแทรก Randomization of sampling and assigning samples to experimental or control groups สุ่มเลือกและจับกลุ่มตัวอย่างเข้ากลุ่มทดลอง Statistical control (ANCOVA, Covariate - intervening variable)
22
Additional control issues
Halo effects - Strong +/- impressions ความประทับใจเชิงบวก/เชิงลบ Placebo effects - fake treatment ให้ Treatment แต่จริงๆ treatment ที่ให้ไม่มีผลอะไร
23
Experimental designs Treatment/intervention - Experimental variable X (Indonesian Advertisement) Test, measure - Observation 0 (Dependent variables/result /like?) Randomization (sampling)
24
Experimental designs Full/True experimental designs
Preexperimental designs Quasi experimental designs Factorial designs
25
Full/True experimental designs
Conditions Control and experimental groups Ramdomization Intervention
26
Full/True experimental designs
Pretest-Posttest control-group design Solomon four-group design Post-test only control group design
27
Pretest-Posttest control-group design
Compare two groups Group 1: Test ---> Treatment ---> Test (R O --> X ---> O) Group 2: Test ---> No Treatment ---> Test (R O > O) Group 1 = Experimental group Group 2 = Control group
28
Solomon four-group design
Compares four groups Group 1: Test ---> Treatment ---> Test (R O --> X ---> O) Group 2: Test ---> No Treatment ---> Test (R O > O) Group 3: No Test ---> Treatment ---> Test (R X ---> O) Group 4: No Test ---> No Treatment ---> Test (R O)
29
Post-test only control group design
Compares 2 groups Group 1: No Test ---> Treatment ---> Test (R X ---> O) Group 2: No Test ---> No Treatment ---> Test (R O)
30
Preexperimental designs
Treatment ---> Test (X ---> O) One-shot case study Test ---> Treatment ---> Test (O1 --> X ---> O2) One group pretest-posttest (before-intervention-after) Comparing two groups that one group receives treatment and the other does not X1 ---> O1 = X0 ---> O2 ? Static-group comparison No internal validity
31
Quasi Experiments Almost experiments!
Exploring a research field for potential hypotheses for subsequent studies ทดลองในสนามจริง เพื่อหาสมมติฐานในการศึกษา Not keen to generalize to the population from the sample group
32
Factorial Designs Factors - more than one independent variable, many independent variables that cause certain result! Could be Full, Quasi, or Preexperimental!
33
Good experiment Pilot study ทดสอบก่อนกับกลุ่มเล็กๆ
Manipulation checks - secondary variable to check whether an experimental variable is operating ตรวจสอบตัวแปรที่ต้องการวัด ว่าใช้ได้จริงหรือไม่ Care in interpretation --->
34
Care in interpretation
Experiments are short term เป็นการทดสอบระยะสั้น Any nonlinear relationship? มีความสัมพันธ์ที่ไม่เป็นเส้นตรง Multiple dependent variables มีตัวแปรตามหลายตัว
35
When to use what? Time เวลา Budget งบประมาณ
Samples กลุ่มตัวอย่างที่หาได้เป็นตัวแทนประชากร? Variables controlled ตัวแปรที่สามารถควบคุมได้
งานนำเสนอที่คล้ายกัน
