"INTEGRATED NURSING PRACTICE AND DECISION-MAKING
ASSESSMENT"
What is qualitative Research - answers✔✔meanings, concepts, definitions, characteristics,
metaphors, symbols, and descriptions of things
When/How is qualitative research so useful? - answers✔✔Uncovering complex consumer
insights that can lead to successful branding
What is the primary responsibility of account planners ("consumer advocates")? -
answers✔✔understand & represent the target audience throughout the entire campaign
development process
How is account planning different than more traditional research? - answers✔✔*research
becomes part of the process* instead of being used in an advisory or evaluative capacity; *gives
consumers a voice* when campaign is being created
What are two key phases in which account planning is used? - answers✔✔1. Brand/creative
strategy development
2. Evaluation of campaign effectiveness
What is the purpose of the creative brief? - answers✔✔To help *guide the creative team* as it
conceptualizes advertising strategy designed meet the objectives of the campaign
What did MoneyGram learn from talking to the target audience of African American women? -
answers✔✔-felt taken advantage of because they had to pay a fee to wire money to friends and
family
, -saw selves as "givers" and wire transfers as "takers"
How did MoneyGram talking to African American women inform its message strategy? -
answers✔✔Message strategy became to *make MoneyGram's cost advantage synonymous with
giving back* to these women.
-had a grandmotherly character watching out for these women
What did JWT Mumbai learn about the two types of brides in India? How did they use this in
their ads? - answers✔✔Traditional brides who did the right thing wore gold jewelry, but
"diamond brides" were elegant, extroverted, and confident. They concluded that younger
Indian females wanted to be diamond brides.
The message was that "diamond brides" were happy, independent, confident brides.
What is the difference between interpretivism and positivism? - answers✔✔positivism
recommends using scientific methods to analyze human behavior and society whereas
interpretivism recommends using non-scientific, qualitative methods to analyze human
behavior.
What is the difference between qualitative and quantitative research -
answers✔✔Quantitative=surveys and experiments, world of numbers
Qualitative=world of words
What kind of questions is quantitative research best suited to answer? - answers✔✔"how
many" and "how often"
What kind of questions does qualitative research answer? - answers✔✔"what" and "how"
ASSESSMENT"
What is qualitative Research - answers✔✔meanings, concepts, definitions, characteristics,
metaphors, symbols, and descriptions of things
When/How is qualitative research so useful? - answers✔✔Uncovering complex consumer
insights that can lead to successful branding
What is the primary responsibility of account planners ("consumer advocates")? -
answers✔✔understand & represent the target audience throughout the entire campaign
development process
How is account planning different than more traditional research? - answers✔✔*research
becomes part of the process* instead of being used in an advisory or evaluative capacity; *gives
consumers a voice* when campaign is being created
What are two key phases in which account planning is used? - answers✔✔1. Brand/creative
strategy development
2. Evaluation of campaign effectiveness
What is the purpose of the creative brief? - answers✔✔To help *guide the creative team* as it
conceptualizes advertising strategy designed meet the objectives of the campaign
What did MoneyGram learn from talking to the target audience of African American women? -
answers✔✔-felt taken advantage of because they had to pay a fee to wire money to friends and
family
, -saw selves as "givers" and wire transfers as "takers"
How did MoneyGram talking to African American women inform its message strategy? -
answers✔✔Message strategy became to *make MoneyGram's cost advantage synonymous with
giving back* to these women.
-had a grandmotherly character watching out for these women
What did JWT Mumbai learn about the two types of brides in India? How did they use this in
their ads? - answers✔✔Traditional brides who did the right thing wore gold jewelry, but
"diamond brides" were elegant, extroverted, and confident. They concluded that younger
Indian females wanted to be diamond brides.
The message was that "diamond brides" were happy, independent, confident brides.
What is the difference between interpretivism and positivism? - answers✔✔positivism
recommends using scientific methods to analyze human behavior and society whereas
interpretivism recommends using non-scientific, qualitative methods to analyze human
behavior.
What is the difference between qualitative and quantitative research -
answers✔✔Quantitative=surveys and experiments, world of numbers
Qualitative=world of words
What kind of questions is quantitative research best suited to answer? - answers✔✔"how
many" and "how often"
What kind of questions does qualitative research answer? - answers✔✔"what" and "how"
