| We wanted to do research on television ads. We started by using Google.com, and developed a search strategy with "advertising [and] television [and] research [and] studies" (in the red rectangle). The first two results from the search are displayed. We chose the first one (framed in red on the left side) because research studies was included in the Web site's title. |
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This is a page from the Research Marketing Group (their home page is found at http://www.800response.com/index.html; last accessed on 2002 August 15). We went to their Web page entitled "Direct Response in Advertising" (found at http://www.800response.com/Studies/) that was linked from Google. Note that the company reprints a statement (in the red rectangle):
- Response Marketing Group periodically conducts or provides resources for studies to determine the prominence and effectiveness of toll-free number and direct response use in advertising.
We chose the link for "Direct Response in Television Commercials: Super Bowl XXXV" (red arrow) |
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| The next page provides an abstract of the study (underlined in red). We wanted to review the Appendices (red arrow) to see if any research methodology was identified for this specific report. |
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| This page provided information on the methodology of the study, and included "Endnotes" with properly formatted bibliographic citations (both sections are underlined in red). Following additional review of this study, we concluded that it indeed could be used for an academic research report. |
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