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Strategic Research. Part 2: Planning and Strategy Chapter 6. Chapter Outline. Chapter Key Points Research: The Quest for Intelligence and Insight The Uses of Research Research Methods Used in Advertising Planning Research Challenges. Key Points. Discuss the types of strategic research

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Strategic Research

Part 2: Planning and Strategy

Chapter 6


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Chapter Outline

  • Chapter Key Points

  • Research: The Quest for Intelligence and Insight

  • The Uses of Research

  • Research Methods Used in Advertising Planning

  • Research Challenges


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Key Points

  • Discuss the types of strategic research

  • Identify the four uses of research in advertising

  • List the common research methods used in advertising

  • Explain the key challenges facing advertising research


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Research: The Quest for Intelligence and Insight

  • Market research

    • Compiles information about the product, product category, and other details of the marketing situation

  • Consumer research

    • Used to identify people who are in the market for the product


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Research: The Quest for Intelligence and Insight

  • Advertising research

    • Focuses on all the elements of advertising

  • IMC research

    • Used to assemble information in planning the use of a variety of marketing communication tools

  • Strategic research

    • Uncovers critical information that becomes the basis for strategic planning decisions


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Secondary Research

Primary Research

Quantitative and Qualitative Research

Background research that uses available published information about a topic

Types of Research


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Secondary Research

Primary Research

Quantitative and Qualitative Research

Information that is collected for the first time from original sources

Primary research suppliers

Types of Research


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Secondary Research

Primary Research

Quantitative and Qualitative Research

Quantitative research

Delivers numerical data

Qualitative research

Provides insight

Types of Research


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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


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Market information research data and conduct primary research

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


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Market information research data and conduct primary research

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


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Market information research data and conduct primary research

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


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Market information research data and conduct primary research

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


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Research Methods research data and conduct primary research

  • Background research

    • Used to familiarize advertising planners with the market situation

      • The brand experience

      • Competitive analysis

      • An advertising audit

      • Content analysis

      • Semiotic analysis


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Consumer research research data and conduct primary 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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Survey Research research data and conduct primary 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)


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Focus Groups research data and conduct primary research

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)


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Ethnographic Research research data and conduct primary 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)


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Qualitative methods research data and conduct primary research

Imaginative ways qualitative researchers get insights

Researchers try to uncover the mental processes that guide consumer behavior

Methods

Fill-in-the-blanks

Purpose-driven games

Story elicitation

Artifact creation

Photo elicitation

Photo sorts

Metaphors

Consumer Research (concluded)


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Validity research data and conduct primary research

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


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Research Challenges research data and conduct primary research

  • Globalization

  • New media technology

  • Internet and virtual research

  • Embedded research

  • Insightful analysis


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