Chapter 7 Research: Gathering Information for Advertising Planning
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Transcript of Chapter 7 Research: Gathering Information for Advertising Planning
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 7Research:
Gathering Information for Advertising Planning
7-2
Chapter Overview
How advertisers gain information about the marketplace and
then apply their findings
7-3
Chapter ObjectivesDiscuss how research
locates market segments and target markets
Define and explain validity and reliability
Explain the challenges in collecting research data
abroad
Explain the steps in the research process
Discuss differences between formal/informal
research and primary/secondary data
Recognize issues in creating survey questionnaires
Explain the methods used in qualitative and quantitative research
Debate the pros and cons of advertising
testing
7-4
What is Marketing Research?
Functions
Consumer Needs& Market Segments
Product Development
Assess Effectiveness
Financial Planning
Quality Control
Purposes
Recruit NewCustomers
Retain CurrentCustomers
Regain LostCustomers
7-5
What is Marketing Research?
Nielsen ad for market research services
7-6
Applying Advertising Research
7-7
Applying Advertising Research
Target Audience Selection
Message-Element
Selection
Media Selection
Product Concept
Strategy Research
7-8
Concept Pretesting & Post-
testing
Merchandise
Markets
Motives
Messages
Media
Whether and howto continue
Pretesting Decisions Post-test Decisions
What to change
How much tospend in the future
7-9
Media Categories
7-10
Steps in the Research Process
Qualitative
Quantitative
1. Analyze situation and define problem
3. Establish research objectives
4. Conduct formal research
5. Interpret and report findings
External
InternalPrimary Data
Secondary Data2. Conduct informal (exploratory) research
7-11
Qualitative Methods: Intensive
techniquesProjective
Techniques
Feelings, attitudes, interests,
opinions, needs, motives
FocusGroups
In-Depth Interviews
Interaction reveals true feelings and behavior
Observation, Experimentation, Surveys
7-12
Qualitative Methods
A focus group is especially effective when used in conjunction with market surveys
7-13
Quantitative Methods
SurveyExperiment
Observation
7-14
Quantitative Methods
The Universal Product Code (UPC) label
allows measurement of advertising
response
7-15
Quantitative Methods
Envirosell uses cameras to capture in-store consumer shopping habits
7-16
Methods for Pretesting Ads
Direct questioning
Focus group
Order-of-merit test
Print Ads
Portfolio test
Mock magazine
Perceptual meaning study
Paired comparison Direct mail test
7-17
Methods for Pretesting Ads
Central location projection test
Trailer test
Theater test
Broadcast Advertising
Live telecast test
Sales experiment
7-18
Methods for Pretesting Ads
Pupilometric device
Eye movement camera
Galvanometer
Physiological Testing
Voice pitch analysis
Brain pattern analysis
7-19
Post-testing Methods
Aided recall (recognition-readership)
Unaided recall
Aptitude tests
Post-testing
Sales tests
Inquiry tests
7-20
Issues in Advertising Research
Validity
Reliability
InternationalData Collection
Data Tabulation& Analysis
QuestionnaireDevelopment
SamplingMethod
QuantitativeResearch
Considerations
7-21
Issues in Advertising Research
Reliability/Validity Diagram
7-22
International Data Research
Control and direction
Language and culture
Challenges
Higher expense
Longer lead times
Lack of standardization
7-23
Developing Effective
Questionnaires
Keep them short
State questions clearly
List specific objectives
Write a rough draft
Short opening statement
Logical flow to questions
No leading questions
Start with easy questions
Use cross-checking
End with demographics
Pretest the questionnaire