Why do we do research
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Why do we do research? PowerPoint PPT Presentation


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Why do we do research?. The one-on-one interview. The Focus Group. Advertising Age 10/11/10. A Snapshot. iPads : 3% Twitter users: 33%, make that 13%, or is it 7%? Organic food: 3.7% People $100,000+: 70% shop Walmart. Quantitative. US Income. Under $100,000: 82.2%

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Why do we do research?

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Why do we do research?


The one-on-one interview


The Focus Group


Advertising Age 10/11/10


A Snapshot

  • iPads: 3%

  • Twitter users: 33%, make that 13%, or is it 7%?

  • Organic food: 3.7%

  • People $100,000+: 70% shop Walmart


Quantitative


US Income

  • Under $100,000: 82.2%

  • $100k-125k: 7.5%

  • $125k-$150k:4.3%

  • $150k-$200k:4.1%

  • $200k+:3.9%


How well do you know?

  • % of US births/Hispanic?

  • 25%

  • % of lesbian couples raising children?

  • 33%

  • % of births to unmarried women?

  • 40%

  • For women in their 20’s?

  • 60%


Marital Status 25-34

  • 2000: 55% married; 34% never married

  • 2010: 45% married; 47% never married


Who am I?


Ways of Contact-Quant

  • Survey Research

    • Quantitative method; ask many people the same questions

    • Select a random sample to represent the entire group (population)

    • Methods include telephone, door to door, internet, mail


Dove’s Real Beauty Campaign

Based on Quantitative Findings


Ways of Contact

  • In-depth Interviews

    • A qualitative method using one-on-one interviews asking open-ended questions

    • Flexible and unstructured

  • Focus Groups

    • A qualitative method in which a small group of users or potential gather around a table (or online) to discuss a topic (product, brand, or ad)

    • Directed by a moderator


Qualitative


Ways of Contact

  • Observation Research

    • A qualitative method using video, audio, and cameras to record consumers’ behavior where they live, work, shop and play.

    • Closer and more personal than quantitative research

Principle:

Direct observation and ethnographic research reveal what people actually do, rather than what they say they do.


Dodge Focus Group


Pampers


Insight?


Natural Habitats

Watching games play games


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