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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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Presentation Transcript
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
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
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
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.

natural habitats
Natural Habitats

Watching games play games

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