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Strategic Research (Continued). Lecture 10. Recap. Chapter Key Points Research: The Quest for Intelligence and Insight Consumer Research Consumer Research Process. Chapter Outline. Uses of Research Research Methods Used in Advertising Planning Choosing Research Methods.

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Presentation Transcript
recap
Recap
  • Chapter Key Points
  • Research: The Quest for Intelligence and Insight
  • Consumer Research
  • Consumer Research Process
chapter outline
Chapter Outline
  • Uses of Research
  • Research Methods Used in Advertising Planning
  • Choosing Research Methods
uses of research
Research departments collect and disseminate secondary research data and conduct primary research

There is an increased need for research-based information in advertising planning

Uses for Research

Market information

Consumer insight research

Media research

Message development

Evaluation research

Uses of Research
uses of research1
Market information

Consumer insight research

Media research

Message development and evaluation

Research used to gather information about a particular market

Includes consumer perceptions of the brand, product category, and competitors’ brands

Uses of Research
uses of research2
Market information

Consumer insight research

Media research

Message development and evaluation

The creative team and media planners need to know as much as they can, in as much depth and detail as possible, about the people they are trying to reach

Uses of Research
uses of research3
Market information

Consumer insight research

Media research

Message development and evaluation

Gathers information about all the possible media and marketing communication tools that might be used to deliver a message

Researchers match that information to what is known about the target audience

Uses of Research
uses of research4
Market information

Consumer insight research

Media research

Message development and evaluation

Concept testing

Used in the development of the message strategy to evaluate the relative power of various creative ideas

Copy testing

Used to evaluate the relative effectiveness of various approaches to the sales message

Uses of Research
research methods
Consumer research

Used to better understand how users, prospects, and nonusers of a brand think and behave

Uses both qualitative and quantitative methods

Ways of Contact

In person

Telephone

Mail

The Internet

Cable TV

Computer kiosk in a mall or store

Research Methods
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consumer research continued
Survey Research

Quantitative method that uses structured interviews to ask large numbers of people the same set of questions

In-depth Interviews

Qualitative method conducted one-on-one using open-ended questions that require respondents to generate their own answers

Consumer Research (continued)
consumer research continued1
Focus Groups

A group of users or potential users who gather together to discuss a topic

Useful in testing ideas or exploring various alternatives in message strategy development

Observation Research

Takes researchers into natural settings where they note the behavior of consumers

Consumer Research (continued)
consumer research continued2
Ethnographic Research

Involves the researcher in living the lives of the people being studied

Has the advantage of or revealing what people actually do, not what they say they do

Diaries

Consumers record their activities

They tell media planners what programs and ads the consumers watched

Consumer Research (continued)
consumer research concluded
Qualitative methods

Imaginative ways qualitative researchers get insights

Researchers try to uncover the mental processes that guide consumer behavior

Consumer Research (concluded)
  • Fill in the blanks
  • Purpose-driven games
  • Story elicitation
  • Photo elicitation
  • Photo sorts
  • Metaphors
choosing a research method
Validity

The research actually measures what it says it measures

Reliability

Researchers can run the same test again and get the same answer

Choosing a Research Method
  • Three Big Objectives in Advertising Research
    • Test hypotheses
    • Get information
    • Get insights
summary
Summary
  • Uses of Research
  • Research Methods Used in Advertising Planning
  • Choosing Research Methods
references
References
  • Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND.
  • Schiffman, L.G. and Kanuk, L.L. (2011) Consumer Behavior, 7th Ed, Prentice Hall.
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