Observational Research in Advertising, Marketing, and Branding

2018 ◽  
pp. 199-207
Author(s):  
Divya Ayalasomayajula ◽  
Ameya Sawadkar
Keyword(s):  
Qualitative Research ◽  
Market Research ◽  
Life Experiences ◽  
New Technology ◽  
Real Life ◽  
Observational Research ◽  
Research Experience ◽  
Indian Market ◽  
Sample Sizes ◽  
Current Scenario

In Indian market research industry, historically qualitative techniques are less prominently used as a measure of marketing decisions as compared to their quantitative counterparts. This is attributed to a multitude of reasons – sample sizes and representation being two of the more prominent ones. However, qualitative research is rapidly gaining popularity and relevance as the consumer turns more evolved and media literate. Thus, observational research has slowly started to gain acceptance as a reliable methodology, however, sparse its adoption may be in the current scenario. There is a little work that collates the advantages of observation and prescribes ways in which new technology can be embedded for better elicitation and actionable insight especially when it concerns the Indian market. This chapter explores the existing academic and theoretical constructs, real life experiences of industry experts and attempts to elucidate the various advantages of the observational approach, the limitations and explore possible ways the entire market research experience can be enhanced.

The process by which executives unlearn their attachments in order to facilitate change

2019 ◽  
Vol 39 (2) ◽  
pp. 145-164
Author(s):  
Rene Rautenbach ◽  
Margie Sutherland ◽  
Caren B Scheepers
Keyword(s):  
Qualitative Research ◽  
Literature Review ◽  
Empirical Research ◽  
Process Model ◽  
Life Experiences ◽  
Real Life ◽  
Theoretical Contribution ◽  
New Concepts ◽  
Depth Interviews ◽  
Attachment Behaviour

Unlearning an attachment has become a critical change competence for executives. Although attachment behaviour in the workplace is ubiquitous, there is a scarcity of empirical research on the processes executives follow in order to release their dysfunctional attachments to systems, routines, ideas, divisions and certain members of staff. By unlearning attachments, executives can embrace new concepts, methods and processes and thereby enable their organisations to be more competitive. This qualitative research investigated executives’ experiences of unlearning an attachment, through the pre-unlearning, unlearning and post-unlearning phases. A de jure model was formulated from concepts that emerged during the literature review and this model was the basis of in-depth interviews with 10 change experts and 10 executives who had unlearned attachments. The executives and change experts shared real-life experiences during each of the unlearning phases. The findings informed a de facto model of the experiences of executives unlearning their attachments. This process model makes a theoretical contribution by depicting the major types of attachments, influences on, processes of, actions required by and outcome of the executives’ unlearning. The model should contribute to change practitioners’ facilitation of executives’ unlearning processes and executives’ insights into their own attachments.

scholarly journals Changes in Overall Participation Profile of Youth with Physical Disabilities Following the PREP Intervention

2020 ◽  
Vol 17 (11) ◽  
pp. 3990
Author(s):  
Colin Hoehne ◽  
Brittany Baranski ◽  
Louiza Benmohammed ◽  
Liam Bienstock ◽  
Nathan Menezes ◽  
...  
Keyword(s):  
Life Experiences ◽  
Physical Disabilities ◽  
Real Life ◽  
Children And Youth ◽  
Effect Sizes ◽  
Special School ◽  
Access To Information ◽  
Environmental Barriers ◽  
Potential Impact ◽  
School Roles

The Pathways and Resources for Engagement and Participation (PREP), an environmental-based intervention, is effective in improving the participation of youth with disabilities in specific targeted activities; however, its potential impact on overall participation beyond these activities is unknown. This study examined the differences in participation levels and environmental barriers and supports following the 12-week PREP intervention. Existing data on participation patterns and environmental barriers and supports, measured by the Participation and Environment Measure for Children and Youth, pre-and post-PREP intervention, were statistically analyzed across 20 youth aged 12 to 18 (mean = 14.4, standard deviation (SD) = 1.82) with physical disabilities in three settings: home, school and community. Effect sizes were calculated using Cohen’s d. Following PREP, youth participated significantly less often at home (d = 2.21; 95% Confidence Interval (CI) [1.79, 2.96]), more often (d = 0.57; 95% CI [−0.79, −0.14]) and in more diverse activities (d = 0.51; 95% CI [−1.99, −0.51]) in the community. At school, significantly greater participation was observed in special school roles (t = −2.46. p = 0.024). Involvement and desire for change remained relatively stable across all settings. A substantial increase in community environmental supports was observed (d = 0.67), with significantly more parents reporting availability of, and access to information as a support (χ2 = 4.28, p = 0.038). Findings lend further support to the effectiveness of environmental-based interventions, involving real-life experiences.

Animals in Dreams of Children, Adolescents, and Adults: The UK Library Study

2021 ◽  
pp. 027623662096063
Author(s):  
Michael Schredl ◽  
Mark Blagrove
Keyword(s):  
Empirical Research ◽  
Life Experiences ◽  
Real Life ◽  
Media Consumption ◽  
Continuity Hypothesis ◽  
Future Studies ◽  
Adolescents And Adults ◽  
The Uk

Animal dreams have fascinated mankind for ages. Empirical research indicated that children dream more often about animals than adults and dogs, cats, and horses are the most frequent animals that appear within dreams. Moreover, most dreamer-animal interactions are negative. The present study included 4849 participants (6 to 90 yrs. old) reporting 2716 most recent dreams. Overall, 18.30% of these dreams included animals with children reporting more animal dreams that adolescents and adults. The most frequent animals were again dogs, horses, and cats; about 20% of the dream animals were in fact pets of the dreamers. About 30% of the dream animals showed bizarre features, e.g., metamorphosing into humans or other animals, bigger than in real life, or can talk. Taken together, the findings support the continuity hypothesis of dreaming but also the idea that dreams reflect waking-life emotions in a metaphorical and dramatized way. Future studies should focus on eliciting waking-life experiences with animals, e.g., having a pet, animal-related media consumption, and relating these to experiences with animals in dreams.

Transcription as a Key Phase of Data Analysis in Qualitative Research: Experience from KwaZulu-Natal, South Africa

Field Methods ◽  
2021 ◽  
pp. 1525822X2198948
Author(s):  
Adeagbo Oluwafemi ◽  
S. Xulu ◽  
N. Dlamini ◽  
M. Luthuli ◽  
T. Mhlongo ◽  
...  
Keyword(s):  
South Africa ◽  
Qualitative Research ◽  
Data Analysis ◽  
Data Collection ◽  
Qualitative Data ◽  
Research Experience ◽  
Written Text ◽  
Kwazulu Natal ◽  
Collection Methods ◽  
Qualitative Data Collection

Transforming spoken words into written text in qualitative research is a vital step in familiarizing and immersing oneself in the data. We share a three-step approach of how data transcription facilitated an interpretative act of analysis in a study using qualitative data collection methods on the barriers and facilitators of HIV testing and treatment in KwaZulu-Natal, South Africa.

In defense of the tenure system

2006 ◽  
Vol 29 (6) ◽  
pp. 578-579
Author(s):  
Gary Greenberg ◽  
Dorothy K. Billings
Keyword(s):  
Survey Research ◽  
Life Experiences ◽  
Real Life ◽  
Tenure System ◽  
Target Article

We do not dispute the findings of Ceci et al.'s study, though they are based on survey research which does not always reflect real-life experiences. We report on cases we have defended on the basis of the tenure system, few of which mirror the situations reported in the target article. We end with a strong defense of the tenure system in the modern university.

Defining Taiwanese children’s health literacy abilities from a health promotion perspective

2016 ◽  
Vol 24 (4) ◽  
pp. 69-80 ◽  
Author(s):  
Li-Ling Liao ◽  
Chieh-Hsing Liu ◽  
Chi-Chia Cheng ◽  
Tzu-Chau Chang
Keyword(s):  
Health Promotion ◽  
Health Literacy ◽  
Health Education ◽  
Life Experiences ◽  
Real Life ◽  
Operational Definition ◽  
Children's Health ◽  
Functional Health ◽  
Children’S Health ◽  
Measurement Tool

Background: Health literacy is related to health inequality, health behaviors, and health status. Globally, health literacy has primarily focused on adults and has been based on the medical model. It is necessary to understand children’s life experiences as they relate to health; thus, this study attempted to evaluate and describe the health literacy abilities of sixth-graders in Taiwan. Methods: Interviews were conducted with 10 teachers and 11 caregivers, and focus groups were conducted with 32 children. Health literacy abilities corresponding to real-life situations were identified from life skills and the Taiwanese Curriculum Guidelines for health education. Three expert meetings were held to redefine children’s health literacy using a health promotion perspective and confirmed indicators. Results: An operational definition of three aspects of children’s health literacy and 25 abilities was proposed: 11 functional health literacy abilities (e.g. understands the connection between personal health care behaviors and health); seven interactive health literacy abilities (e.g. obtains and understands information from various channels); and seven critical health literacy abilities (e.g. analyzes the relationship between personal needs and diet choices for a balanced diet). These indicators cover 10 health education categories. Conclusions: These findings highlight the importance of understanding Taiwanese children’s health literacy, and the urgency of developing an appropriate measurement tool. The definition and indicators in this study were identified using a child-centered approach focusing on children’s real-life experiences. The result serves as a solid basis for the development of the Taiwan Children’s Health Literacy Scale, and provides information for the decision-making sector on health education.

You are never too old to be happy. What has life taught the elderly?

2021 ◽  
Vol 36 (3) ◽  
pp. 177-198
Author(s):  
Katarzyna Sygulska
Keyword(s):  
Qualitative Research ◽  
Young People ◽  
Older People ◽  
Life Experiences ◽  
Family Health ◽  
The Elderly ◽  
Work Life ◽  
Lessons Learned ◽  
Research Interview ◽  
Elder People

Elder people have knowledge and experience – they can share them with other people. Seniors can teach young people different things. Their stories can indicate what is important in life and what should be avoided. The article presents the results of qualitative research (interview) on the lessons learned from the life experiences of the older people. The analysis of own research is preceded by the theoretical introduction about wisdom of life. Respondents highlighted mostly the importance of family, health, self-care and relationships with other people (friendship, honesty and respect towards others). Life showed them how important are: faith in God, enjoying every moment, patience in pursuing a goal, independently deciding about own life, realising your dreams, and work. Life experiences showed them how to deal with problems and that a person learns all life. They learned rules such as: money does not bring happiness, you cannot trust everyone, live the present and the good comes back. The elderly said that a person should make efforts to be happy.

We know what they think, but do we know what they do?

2002 ◽  
Vol 44 (3) ◽  
pp. 1-31 ◽  
Author(s):  
Martin Callingham ◽  
Tim Baker
Keyword(s):  
Market Research ◽  
Conceptual Models ◽  
Life Stage ◽  
Sample Sizes ◽  
Value System ◽  
Demographic Groups ◽  
Unique Aspect ◽  
Correct Form ◽  
Survey Sample ◽  
The Moment

This article examines the way we go about building conceptual models to analyse quantitative market research data. It positions the discussion within the context of the scientific paradigm and develops some thoughts about whether the correct form of this paradigm is being used. The study considers the relative values of using four different methods of classifying people: demographics, life-stage, geo-demographics and a multivariate value system. It then questions whether these methods are surrogates for deeper values (in particular whether they help in investigating needs that are psychologically driven as distinct from those needs that may be driven by circumstances), or whether they simply duplicate each other. In the majority of cases, the paper demonstrates that the personal values manifest in the life-stage and geo-demographic groups were largely as would be expected based on their mixture of demographics, and to that extent they were mostly duplications of standard demographics. This suggests that the use of additional systems gives very little gain in understanding over what is already captured in conventional demographics. This was further supported by an analysis of activities and brand use where in most cases the demographics gave most of the information. This is not to say that when the exceptions occurred they were not important, or that the unique aspect of geo-demographics, which is to physically locate them geographically, is not of great value. All this immediately suggests that we should try and use conventional demographics in a more sensitive and intelligent way. At the moment they tend not to be used in combination with one another, and it was the combination of demographics that predicted the value system so well in most cases. The obvious solution is to conceive analysis as being on people in the terms we mostly think of them; for example, as a young, downmarket man or a middle-aged, upmarket woman. To do this is obviously valuable and has many practical advantages: groups can be easily envisaged, and are therefore more easily marketed to. This kind of analysis requires large sample sizes, but we are in an age where price constraints have continuously pushed the sample sizes of quantitative surveys down such that only the most pedestrian analysis can be done. A way needs to be found of increasing survey sample sizes, so that combinations of demographics may be routinely used in analysis. The question of whether the paradigm we are all implicitly using to build conceptual models of analysis requires reframing to bring it in parallel with modern scientific thought remains intriguing and is in need of longer-term discussion.

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