Question

Topic: Research/Metrics

Encoding And Decoding Applications

Posted by Anonymous on 2/20/2008 at 2:15 AM ET 125 Points
I have checked the internet upside down to know what is meant by encoding and decoding applications of a Marketing Research, but I failed big time. Can anyone here help me introducing both terms please?
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RESPONSES

  • Posted by mdlugozima on 2/20/2008 at 7:34 PM Member
    Do you mean encoding and decoding of video? If so I know lots about it. Please advise.
  • Posted on 2/21/2008 at 1:39 AM Author
    I wish they were, I would have a lot of resources for them, but they are supposed to be related to marketing research steps or proceedings.
  • Posted on 2/21/2008 at 3:51 AM Accepted
    Are you asking about coding of responses to open-ended questions? (see Glossary of Market Research Terms ) A process of assigning a numeric code for similar answers so they may be tallied and processed by a statistical application. If that is not the case, I would suggest you give us more info and context.

    cheers,
    Luke Zukowski
  • Posted on 2/28/2008 at 1:22 AM Accepted
    Encoding is the translating product ideas or marketing messages into an effective message contained in an advertisement. Decoding is the process of performed by the advertisement's audience in receiving the message contained in the advertisement.

    See chapter 8, page 119 in Marketing Management: Knowledge and Skills, Peter and Donnelly.

    I hope this helps.
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