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Essay / Research Paper Abstract
A 3 page research paper/critique of a market research study that addresses the features of what constitutes an effective Yellow Page ad. Fernandez and Rosen (2000) conducted a study that recruited 601 patrons of shopping malls in three cities to give their view on simulated Yellow Page ads. The ad information pertained to either florists or caterers, was generally stated or pertained to the product involved, with some ads containing color and some without color (Fernandez and Rosen, 2000). This research found that businesses that advertised using color in their ads were more likely to be called by the study respondents than businesses whose ads did not use color. Bibliography lists 2 sources.
Page Count:
3 pages (~225 words per page)
File: D0_khyepgad.rtf
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Unformatted sample text from the term paper:
ad information pertained to either florists or caterers, was generally stated or pertained to the product involved, with some ads containing color and some without color (Fernandez and Rosen, 2000).
This research found that businesses that advertised using color in their ads were more likely to be called by the study respondents than businesses whose ads did not use color.
The independent variable in this research study was the use of color and also whether or not the ad contained specific information. Color was used to "attract attention to
the ad or else to enhance product appearance" (Fernandez and Rosen, 2000, p. 61). The dependent variables were the frequencies at which each of the six types of test ads
were chosen. External validity was addressed by making the stimulus ads more realistic through the inclusion of advertising details that increased the verisimilitude of the test ads, such as listings
and in-column ads. To address internal validity, only the 465 subjects who indicated the test ad as their primary choice were included in the final calculations on which the hypotheses
were tested (Fernandez and Rosen, 2000). Previous research on the most effective way to design Yellow Page advertising has indicated the size of the ad or the quality of
the advertising copy as being crucial to whether or not consumers would respond to the advertising message. It was found that consumers were 80 percent more likely to use a
business whose ad listed specific information about the advertiser rather than general information. This finding supports previous research by showing that the reason larger ads are more effective is because
they contain more relevant information. However, this suggests that if the same information can be contained in an ad that has a smaller size, this is advantageous to the
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