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

Why do we do research?


The one on one interview

The one-on-one interview


The focus group

The Focus Group


Advertising age 10 11 10

Advertising Age 10/11/10


A snapshot

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

Quantitative


Us income

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

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

Marital Status 25-34

  • 2000: 55% married; 34% never married

  • 2010: 45% married; 47% never married


Who am i

Who am I?


Ways of contact quant

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

Dove’s Real Beauty Campaign

Based on Quantitative Findings


Ways of contact

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

Qualitative


Ways of contact1

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

Dodge Focus Group


Pampers

Pampers


Insight

Insight?


Natural habitats

Natural Habitats

Watching games play games


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