Formative Research ICA 314

What is FR? A tool to develop more effective campaigns

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

When to conduct FR? Pre-production Production testing

Pre-production research Audience segmentation and needs analysis Channel analysis

Pre-production research Look for message themes Persuasive arguments Styles Lead to a mock-up materials!

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

Channel analysis Obtain credibility rating, vehicles, and content categories, and recall and evaluative reactions to messages

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

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

Production testing Look for target audience reactions to preliminary versions of messages and materials

Production testing Message testing

Message testing Provide direction for eliminating weaker approaches Identifying the most promising concepts Visual sketches and key phrases

Message testing: Execution Attention? Comprehension? Strong and weak points? Relevance personally? Too sensitive or controversial?

How to conduct FR Interviews Experimental Questionnaires Focus group interview In-depth interview Experimental Theatre testing Day after recall Questionnaires

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 http://en.wikipedia.org/wiki/Sesame_Street http://elp.georgetown.edu/linktext.cfm?lid=8

Experimental research Day after recall Natural setting Phone interview

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)

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

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)

Additional control issues Halo effects - Strong +/- impressions ความประทับใจเชิงบวก/เชิงลบ Placebo effects - fake treatment ให้ Treatment แต่จริงๆ treatment ที่ให้ไม่มีผลอะไร

Experimental designs Treatment/intervention - Experimental variable X (Indonesian Advertisement) Test, measure - Observation 0 (Dependent variables/result /like?) Randomization (sampling)

Experimental designs Full/True experimental designs Preexperimental designs Quasi experimental designs Factorial designs

Full/True experimental designs Conditions Control and experimental groups Ramdomization Intervention

Full/True experimental designs Pretest-Posttest control-group design Solomon four-group design Post-test only control group design

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

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)

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)

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

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

Factorial Designs Factors - more than one independent variable, many independent variables that cause certain result! Could be Full, Quasi, or Preexperimental!

Good experiment Pilot study ทดสอบก่อนกับกลุ่มเล็กๆ Manipulation checks - secondary variable to check whether an experimental variable is operating ตรวจสอบตัวแปรที่ต้องการวัด ว่าใช้ได้จริงหรือไม่ Care in interpretation --->

Care in interpretation Experiments are short term เป็นการทดสอบระยะสั้น Any nonlinear relationship? มีความสัมพันธ์ที่ไม่เป็นเส้นตรง Multiple dependent variables มีตัวแปรตามหลายตัว

When to use what? Time เวลา Budget งบประมาณ Samples กลุ่มตัวอย่างที่หาได้เป็นตัวแทนประชากร? Variables controlled ตัวแปรที่สามารถควบคุมได้