Research Quality: Science and Art

Article Abstract:

The narrow focus on research as a science must be broadened. The art of research is very important in establishing the quality and reliability of research. The logic of scientific research uses sampling and statistics, factors which are measurable and enforceable. The art of market research relates to intangible qualities and insights. Both lead in different directions, yet both are vital. Their appropriateness in a particular inquiry is determined by the kinds of questions the research is addressing. Advertising should look for greater richness in quantified surveys. Quality research invokes multiple modes and contexts of questions. Advertising needs to remember that research only informs judgement, it rarely replaces it.

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Audience reaction to commercial advertising in China in the 1980s

Article Abstract:

Two surveys conducted in 1987 shows that Chinese viewers welcomed the comeback of advertising although enthusiasm was less than was thought in the past. Public attitudes toward commercial advertising were very much reserved and slightly calculated. Results also find that mass advertising was effective as a marketing tool.

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Informing and transforming on the web: an empirical study of response to banner ads for functional and expressive products

Article Abstract:

A study is presented which sets out to evaluate the effectiveness of banner advertising for expressive and functional products. Major differences are seen in performance for the two types of products.

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