Essay - Experimentation Critique the Researchers Decided to Do an Initial Test...

Experimentation Critique

The researchers decided to do an initial test in ***** area which they felt was a new area of research, direct response radio advertising. Some research had been conducted on direct ***** television advertising, and this provided some of the basis for their study. The ***** first defined "direct response," based on the previous studies.

***** c*****duct the ***** ***** *****ers used two different ad campaigns and aired them on two different Dutch radio stations. The stations served different geographic regions but had similar audience demographics. The researchers chose three independent variables ***** study. They chose to study the day of the week, time of ***** day and the ad placement within the break. These ***** were the ***** that the ***** felt would have the most impact based on previous research. They also felt ***** the length of the ***** may affect ***** results, ***** they were unable to control that variable. The *****ers used two measures in this study - responses per rating point and responses ***** DFL 1000 media costs.

The survey found that the day of ***** week and the ***** ***** the day ***** most relevant. They ***** that 2pm-4pm was the best time ***** elicit action. They showed ***** 7am-9am and 4pm-6pm were the worst times to elicit action, ***** *****y h***** *****ypothesized since direct response is more difficult when listeners are driving. Thus, they found that ***** direct ***** advertisements these peak hours with the ***** expensive ad rates were ***** the poorest in terms of response. The survey found that the day of the ***** was less important than ***** time of day. However, they found that the particular day of the week ***** relevant. Monday, Tuesday and Wednesday were the strongest three days.

The ***** ***** little evidence that the position of the ad in ***** break was relevant.

These three independent variables were chosen because they ***** three that in most cases can be controlled by the advertiser. The researchers found, however, that ***** did not have complete control over the time of day. This affected their sample size for the ***** period, where they did not get the desired number of ad placements. Because ***** this, the study's f*****dings ***** that ***** period should be considered to ***** of lower validity. Radio *****, and especially direct ***** advertising, relies on a certain degree ***** repetition in order to be effective. With direct response, ***** listener must record a telephone number or postal address, for example. Repetition increases the odds of this. Because the 7am-9am time ***** did not receive the same ***** of ***** as other ***** periods, the low results were compromised.

There were other potential independent ***** that could have been chosen ***** well. For *****, both ***** these ads featured direct action via telephone, but there are many different forms of direct response, such as Internet, mail or text message. This was the initial survey on the subject, *****, so this should not be