Thursday 27 October 2022

ADVERTISING AND MARKETING RESEARCH - BAMMC UNIV OF MUMBAI | NOTES


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 PROGRAM- BAMMC                TYBAMMC -ADVERTISING                              SEMESTER V

COURSE:ADVERTISING & MARKETING RESEARCH      COURSE CODE   BAMMC DRGA-502

PAPER DRGA (COMPULSORY)                               TOTAL MARKS 100 (75:25)


ADVERTISING & MARKETING RESEARCH

MODULE I : Fundamentals of Research 

1. What is Literature review     

2. Statement of the problem

3. Aims and objectives’ of the study

4. Relevant Research questions  


MODULE 2 : Research design 

1.Meaning, Definition, Need and Importance,

2. Scope of Research Design

3. 2. Types- Descriptive, Exploratory and Causal.


MODULE 3 Preparing Questionnaire 

1.Survey instruments

2.Designing the questioning using projective

3.technique for Qualitative research

4.Designing the Questionnaire using attitude

5.measuring scale for Quantitative research


MODULE 4 Sampling 

1.Meaning of Sample and Sampling,

2.Process of Sampling

3.Methods of Sampling: Non Probability Sampling – Convenient, Judgment, Quota, Snow Ball, Probability Sampling – Simple Random, systematic, Stratified, Cluster, Multi Stage.


MODULE 5 Preparing data sheet and data processing 

Practical done in class... not to be tested in exam


MODULE 6 Data Analysis 

Practical done in class... not to be tested in exam


MODULE 7 - Methods of Data Analysis 

The interpretations based on Descriptive  statistics should include mode, mean, median, Range, Variance, Standard deviation, Kurtosis, and Skewness. Any of the following multivariate analysis maybe used such as Regression, Correlation, t test, factor analysis and discriminant analysis


MODULE 8 Report Writing 

FORMAT OF RESEARCH REPORTS The research report shall have the following Components.

1.Title page

2.Index

3.Introduction and Research objective

4.Industry Overview

5.Literature Review

6.Statement of the Problem

7.Statement of Hypothesis (Min two hypothesis)

8.Research Methodology and Research Design

9.Data Analysis and Interpretations

10. Findings

11. Conclusion

12. Suggestions

13. Annexure (questionnaires)

14. Bibliography


MODULE 9 Advertising Research 

 Introduction to Advertising Research

 Copy Research: a. Concept testing, b. Name testing, c. Slogan testing

 Copy testing measures and methods: a. Free association, b. Direct questioning, c. Direct Mail tests, d. Statement comparison tests, e Qualitative interviews, f. Focus groups

Pretesting:

A. Print Pretesting: a. Consumer Jury Test,

B.Portfolio test,

C. Paired comparison test,

D.Order-of-merit test,

E.Mock magazine test,

F.Direct mail test.

G.Broad casting Pretesting:

a.Trailer tests,

b.Theatre tests,

c.Live telecast tests, d. Clutter tests

H. Challenges to pre-testing. Example: TheHalo effect

Post testing:

a) Recall tests,

b) Recognition test,

c) Triple association test,

d) Sales effect tests ,

e) Sales results tests,

f) Enquires test

Physiological rating scales 

1.Pupil metric devices,

2.Eye-movement camera,

3.Galvanometer,

4.Voice pitch analysis,

5. Brain pattern analysis


MODULE 10. Marketing Research 

1. Introduction to Advertising Research

2. New product research,

3. Branding Research,

4. Pricing research,

5. Packaging research,

6. Product testing



OLD Q PAPERS FOR PRACTICE

PAPER 1

PAPER 2

PAPER 3 

PAPER 4

READING

Well with loads of information available to us today, we need to be able to select what we require and read that which interests us. Thus reading forms a part of our routine.

Reading Techniques

Scanning

Scanning through the text is a reading strategy that is used for getting some specific points by looking at the whole text.

For highlighting the important points of a book the readers can skim through the summary or the preface or the beginning and end chapters of that book.

For example, this technique is used for looking up a name from the telephone guidebook.

Skimming

This reading technique is used for getting the gist of the whole text lead. 

We generally use this technique at the time of reading a newspaper or magazine.

Active Reading Style

Active reading aims to get an in-depth understanding of the text. Under this technique, the reader actively involved with the text while reading it.

Getting in-depth knowledge of the text at hand is not possible by reading to skim through or scan through the text.

Detailed Reading

This technique is used for extracting information accurately from the whole text. Under this technique, we read every word for understanding the meaning of the text.

In this careful reading, we can skim the text first for getting a general idea and then go back to read in detail. We can use a dictionary to find the meaning of every unfamiliar word.

Speed Reading

Speed-reading is actually a combination of various reading methods.

The aim of speed-reading is basically to increase the reading speed without compromising the understanding of the text reading. Some of the strategies used in speed reading are as follows:

  • Identifying words without focusing on each letter;
  • Not to sounding-out all words;
  • Not sub-vocalizing some phrases;
  • Spending less time on some phrases than others;
  • Skimming small sections.

Structure-Proposition-Evaluation

This is an interesting reading technique suggested by Mortimer Adler in his book How to Read a Book.

This reading technique is mainly applicable to non-fiction writing. This technique suggests reading as per the three following patterns:

  • Studying the structure of the work;
  • Studying the logical propositions made and organized into chains of inference;
  • Evaluation of the merits of the arguments and conclusions.

Survey-Question-Read-Recite-Review

This method aims to facilitate a clear understanding of the text that the reader would be able to teach whatever he has learned during the process of reading.

The process involves five different steps, which are as follows:

  • Survey
    The survey involves getting a quick idea of the whole writing piece. For example, reading the introduction or summary of a book will be enough to get an idea of that book.
  • Question
    We are not just reading the words or looking at the words but are actually trying to make out the underlying meaning of the text. So we should prepare questions in our mind and look for the answers while reading the text.
  • Read
    The reader should read selectively if they are looking for any specific.
  • Recite
    The reader should answer the questions in his own words using only the keywords that are required to sum up the complete idea.
  • Review
    The reader should review the entire things in his mind.

Friday 14 October 2022

BUSINESS COMMUNICATION I NOTES

 Business Communication – I Notes 

FYBAF/BMS/BBI/BFM 

Semester I 


Unit 4 : Language and Writing Skills 
1. Commercial Terms used in Business Communication 
2. Paragraph Writing : 
Developing an idea, using appropriate linking devices, etc.
 
Cohesion and Coherence, self-editing, etc. 
[Interpretation of technical data, Composition on a given situation, a short informal report, etc.]