What are the various measurements collected in Consumer Direct?
Yahoo in association with ACNielsen and ACNielsen’s Homescan panel provided the investigation of the effectiveness of using ads on the Internet for attracting households. The offered methodology as the results of the investigation is known as Yahoo Consumer Direct Powered by ACNielsen. To analyze the peculiarities of the study, it is necessary to examine the measurements which are collected in Consumer Direct (Cooper & Schindler, 2011). It is important that to examine the real situation in the field new metrics were provided. That is why the Consumer Direct was worked out depending on the new powerful metrics.
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To realize the research, two groups of participants in the study were developed (the test group and control group of households). The test group was analyzed according to the principles of such two metrics as the effectiveness of ad targeting and persuasiveness of the advertising (Cooper & Schindler, 2011). Nevertheless, these two factors are connected with the question of the effectiveness of the ad. Thus, the effectiveness of ad targeting includes the issues of the consumers’ preferences. It is important to note that the development of targeted ads can be considered as a more effective variant of providing ads on the Internet (Doane & Seward, 2010).
Moreover, the results of the researches which were worked out for developing the targeted ads are useful for offering the most effective advertisements for the targeted public by focusing on their interests and preferences. The persuasiveness of the advertising is associated with the aspect of the real effectiveness of the offered ads because it measures the amount of those consumers who are not only interested in the product but also buy it. To form the real picture of the ads’ effectiveness, it is necessary to fix the correlation between examining the ad and the following purchase of the product. Five more metrics (ad awareness, brand awareness, brand favorability, message association, and purchase intent) were proposed to make the results more objective.
What analysis would be appropriate for the data collected through Consumer Direct?
To analyze the data which were collected through Consumer Direct, the combination of two appropriate models should be used. Thus, it is necessary to use the elements of the ANOVA model and of the regression method. The type of analysis which combines the aspects of these two methods is ANCOVA. ANCOVA is the analysis of covariance and it is possible to examine the changes of two variables and the character of the correlation between them with the help of this analysis (Doane & Seward, 2010).
The method of ANCOVA was used to analyze the results provided by two groups participated in the study. It was necessary to examine the similarities and differences in the results provided by the ad-exposed group and by the control group (Cooper & Schindler, 2011).
ANCOVA as a general linear model allows paying attention to the peculiarities of changing one variable in two groups with focusing on the peculiarities of the other groups and the other variables’ characteristics (Doane & Seward, 2010). That is why ANCOVA as the analysis of covariance helps to provide the conclusions to the research according to the effectiveness of the offered ads with references to the results from two groups of participants of the investigation. In this case, the analysis of variance in combination with the examination of the linear correlation and regression is the most appropriate variant.
Cooper, D. R., & Schindler, P. S. (2011). Business research methods. New York, NY: McGraw-Hill Irwin.
Doane, D. P., & Seward, L. E. (2010). Applied statistics in business and economics. New York, NY: McGraw-Hill.