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RESEARCH TECHNIQUES
1. SURVEYS
Using concise, straight forward questionnaires you can
analyze a sample group that represents your target market. The
larger the sample, the more reliable are the results.
i) IN PERSON SURVEYS:
They are one on one interview typically conducted in high
traffic locations such as shopping malls; you present people with
samples of products, packaging or advertising and gather
immediate feedback. These surveys can generate response rates of
more than 90%
3. PERSONAL INTERVIEWS
Like focus groups, personal interviews include unstructured
open ended questions they last for about an hour and are usually
recorded.
Focus groups & personal interviews provide more subjective
data than surveys do. Their results are not statistically reliable as
they usually do not represent a large segment of population.
However both focus groups & interviews yield valuable insights into
customer attitudes & are excellent methods to uncover issues
related to new products or service development.
4. OBSERVATION
It has been noticed that individual responses to surveys &
focus groups are sometimes at odds with people’s usual behavior
when you observe them. Consumer in action at stores, work or at
home you can observe how they buy or use a product. This gives a
more accurate picture of customer usage habits & shopping
patterns.
5. FIELD TRIALS
New products are placed in selected stores to test customer
response under real life selling conditions. This helps the
manufacturer to make product modifications, adjust prices or
improve packaging. Small business owners try to establish a rapport
with local store owners. In certain cases websites helps them test
their products.
RESEARCH PROCESS
a) FORMULATE A PROBLEM:-
You have a problem & then checkout & form a hypothesis, find
out the objective of the whole exercise & then create the factors
what could have been the cause of a problem. Create a certain
scenario to understand what went wrong e.g. setting up new factory
for new product.
Need to know if the market is ready for the product and
whether they are willing to buy the product or not.
i) Exploratory
Any kind of research where predominantly it’s for products /
services need to launch.
ii) Descriptive
There are already people in the market & you will be an
additional player in the similar product category.
I. DESCRIPTIVE RESEARCH
USES TYPES
1) Estimate proportion of people in Longitudinal study
a population who behave in a a) True panel
certain way b) Omnibus Panel
2) Make specific predictions Cross Sectional Survey
a) Simple Sample Survey
TYPES
1) LONGITUDINAL STUDY
It relies on panel data. The panel is a fixed sample of subjects
that is measured repeatedly.
a) TRUE PANEL -
It checks how many people buy/react to a stimulus. It
repeatedly measures the same entities. For instance AC Nielson has
40,000 households as a basis of its ‘house scan’ service. The
samples are asked, each time a purchase is made, questions
regarding where they purchased and the price paid.
Each sample is measured each time on the same
characteristic, for instance, purchases.
b) OMNIBUS PANEL:
The same sample is still selected and maintained but
information collected is various, for instance, once a product may be
tested and the next time the ad copy. An omnibus study suggests,
therefore, the inclusion of many variables or many subcategories of
variables. For instance, parker pens maintain a panel of 1100
individuals to evaluate writing instruments.
A sub sample from the total sample is chosen, for instance, those
who use fountain pens are regarded as a sub sample and only they
are called upon to evaluate a new fountain pen. Similarly,
Nickelodian maintains children of different age groups to evaluate
programmes and concepts.
B 300 270
C 350 330
D 150 150
1000 1000
Another example would be a per-capita consumption of soft drinks
in a month.
30- 39 42
II. EXPLORATORY RESEARCH
USES TYPES
1) a. Formulate Problem more 1) Literary Search
Precisely
b. Develop Hypothesis
EXPLORATORY RESEARCH:
It is good for problems, where little is known.
TYPES
1) LITERARY SEARCH:
b) Conceptual Literature:
It is the works of psychological, sociological, personnel and
marketing journals to understand employee satisfaction /
dissatisfaction.
2) EXPERIENCE SURVEY
a) It focuses on architects and designers in a situation where a
builder tries to comprehend competitors.
3) FOCUS GROUPS
a) It is used to generate a hypothesis that can be further tested
3) Well organized
The concepts must be seen in logical sequence from general
to specific and keep similar topics organized together. The
moderator should keep track and all details associated with
managing the focus group process.
4) A Quick Learner
The moderator must learn enough about a subject quickly in
order to develop an effective guide and conduct successful group
sessions. An effective moderator must identify the key points in any
topic and know to listen and probe for nuances that make the
difference between an extremely informative & average group
discussion.
USES TYPES
1) It provides evidence regarding 1) Lab. experiment
the causal relationship between 2) Field experiments
variables by means of
concomitant variation
2) Time order in which variations
occurs
3) Elimination and other possible
explanation
USES
1) CONCOMITANT VARIATION
A. QUALITATIVE VARIATION
For instance the market is studied to understand the
contribution of good salesman that provides a market share that
is satisfactory. Simultaneously it also studies how poor salesmen
contribute to a dissatisfactory market share. To study this 100
sales representatives both good and bad are chosen.
DEALER MARKET SHARE TOTAL
QUALITY SATISFACTORY DISSATISFACTOR
Y
GOOD 40 20 60
BAD 10 30 40
In the satisfied territory 67% are good, while 25% are bad.
In the dissatisfied territory 33% are good and 75% are bad.
The perfect scenario would have been if all good dealers were
in the satisfactory territories and all the bad representatives in the
dissatisfied territory. But, in reality, that is not how the market
works.
B. QUANTITATIVE VARIATION
For instance single v/s married people studied to
understand the level of consumption of candy. The samples are
3009 in number. The single participants being 999 and the
married ones being 2010.
2) TIME-ORDER
This refers to a situation where the cause happens before the
effect.
TYPES
EXPERIMENTAL TYPE:
An experiment is conducted to measure a scientific
investigation in which, the investigator manipulates and controls
one or more independent variables.
LAB EXPERIMENTS
Simulated shopping are organized for samples who are told to
make 8 trips knowing there is a price change and see for
themselves, if they change the brand. This is an attempt to study
the causal effect of price change.
FIELD EXPERIMENTS
In this case the subjects used as samples are not aware of
price change. The variable that is the price is altered in its natural
environment and once again the samples are studied for cause and
effect.
PSYCHOLOGICAL TEST
PROJECTIVE TECHNIQUE
2. Completion techniques
This is an attempt to complete an incomplete stimulus.
Sentence completion test
A series of words as part of a sentence representing an idea or
thought is presented; the 1st relevant thought associated with the
sentence that is incomplete enables the completion of the sentence
3. CONSTRUCTION TECHNIQUES
This method enables the construction of dialogue, story
description like completion technique, but has less initial information
provided.
Cartoon Technique
This is where one character’s dialogue is given in a bubble
while the other’s response &/or sub-conscious thought must be
provided by the respondent be it a bubble or a cloud.
Picture Technique
This encourages the use of pictures to make respondents feel
& then tell what they think especially when the pictures are quite
vague so that the respondents use their imagination.
Fantasy Scenario
One makes up a fantasy about product or brand attributing
physical characteristics that are associated with
psychographics.[paint,sunfeast]]
Personification
Human characteristics are found in several products or
brands, thus making the product or service more acceptable to the
public.[hum hai na]
4. EXPRESSIVE TECHNIQUE
Role Playing
Respondents play roles of another person, for instance, sales
representatives that sell a product to other customers reveal the
role player’s attitude towards different jobs and professions.
PHYSIOLOGICAL TESTS
Quite Aware of 17 18 5
difference
Not Aware of 21 22 93
differences
100 100 100
PROBABILITY SAMPLING
This refers to the sample that has the probability of choosing
all elements in a given scenario.
2) Stratified Sampling
The universe is divided into groups including all items:
STORE SIZE NO. OF STORES PERCENTAGE OF
(Stratum) STORES
LARGE 20,000 20
MEDIUM 30,000 30
SMALL 50,000 50
TOTAL 1,00,000 100%
3) Cluster Sampling
Here, universal elements are chosen in groups rather
than individuals. The groups are formed as homogeneous units.
i) Area Sampling
This is formed on a geographic basis where
demographic considerations are important. There is no list of
elements available necessary for study. So one relies on elements
that are available, such as pin code, suburbs etc. For instance a
sample list is created while listing all outlets that sell certain
commodity in a specific area, then another area sample is created
narrowing down the area.
CONCEPT TESTING
I) PRINT
a) CARD TEST
Change elements in a card and ask respondents to select the
element layout they prefer subtle changes are made.
b) POSTER TEST
Size, layout, color etc are changed and the respondents
choose what they prefer. More gross changes are made.
c) LAYOUT TEST
The complete layout or parts of the layout are changed and
respondent’s reactions are recorded. Subtle and gross changes are
made.
II) BROADCAST
a) ANIMATICS
This is art work in the form of either cartoons or realistic
drawings showing limited movement.
b) PHOTOMATICS
These are photographs shot in sequence still images are
worked into a sequence. Like a storyboard, it shows staccato frames
to show how the story goes. Various elements can be changed in
this method and as you look at the image you can decide what
changes need to be made. This makes manipulation easier and
involves lesser time and technology.
c) LIVEMATICS
This involves filming or taping live talent and is very close to
the finished commercial. This method is useful because it can
showcase the entire range of emotions that the respondents display
when shown the product. This can be used to convey the mood of
the final commercial when the real model will be used.
d) RIPOMATICS
The conversion is made from footage of other commercials
taken from ad agency promotional reels. They are usually used for
experimentation on visual techniques.
To test and copy, the researches must know both what the
copywriter is trying to accomplish and what assumptions are being
made as to how the various copy components will contribute to this
end.
Typical measures used to judge advertising effectiveness
Measures dealing with recognition, recall, comprehension,
believability, persuasion and attitude change. All involved
assumptions on how advertising works.
(Def): PRE-TEST
It is used to use to determine what weaknesses exist in the
copy and concept before too much money time, marketing,
schedules and plans have been put in place on the advertising.
(Def): POST-TEST
It attempts to measure the combined effect of the advertising,
the media used, the scheduling, the products distribution and
competitive advertising.
CREATIVE STRATEGY RESEARCH
A products creative strategy is concerned mainly with
determining what message can best elicit the desired response from
members of the target audience.
PORTFOLIO TEST
These tests are named after the manner in which the
advertisements to be tested are packaged. The ads are placed in a
port folio. The respondents are asked to recall with the folio closed,
the ads that they can remember. Such recall may be on a
completely unaided basis, or the interviewer may aid recall by
asking about specific ads or ads for specific products. For each
recalled ad the respondent is asked to playback as much of the ad
as possible. The information is recorded verbatim.
PSYHOLOGICAL TESTS
They differ in the methods used Advertising effectiveness
depends on the results achieved in mind of the individual reached
by the advertisement. Ideally, one can list reactions such as: - self-
pity, security, fear, nostalgia, anxiety etc.
Psychological tests employ clinical research techniques such
as words association, sentence completion, in depth interviews, and
story testing. Only skilled interviews can be used.
3) Split – run
POP
Consumers are exposed to alternative pieces of copy or
product sales are measured into stores keeping the same copy.
DIRECT MAIL
This is done with the use of coupons. One group is shown a TV
ad and the other is not. Then both groups are given coupons, to buy
the product that has been advertised. The researcher then
measures the influence of TV ads on both groups.
PRODUCT RESEARCH
2. SCREENING
A new product variation is developed through Research &
Developement. Here, the product already exists and we look for
different attributes to add on new ideas to make the product more
viable to the market in the form of product extensions. It could
involve changing a component of the product and offering it as a
new product.
3. CONCEPT TETING
a. Focus Groups
b. Mail Intercepts
(Stop people at a mall and use them as samples)
a. Company audit
Introspection within the company to see whether it is meeting
its sale target etc.
b. Market Testing
Testing competitive ideas, market awareness, market
recognition and how the competition is doing.
5. ACTUAL PRODUCT DEVELOPMENT
This test is to see whether the end product does what the
screen test says it will do check whether attributes in the product
match the claims that have been made about it.
6. MARKET TEST
Test market the product using one set of demographics and
geographic area.
7. COMMERCIALIZATION OF PRODUCT
The company and the ad agency must develop and evaluate
all avenues of advertising and promotion.
DISADVANTANGES
1. Takes more time, money and effort.
2. Training required to conduct the interview
3. Bias of the researcher
4. Practical difficulties of the interviewee
5. Cooperation of the interviewee.
VALIDITY, CREDIBILITY, SENSITIVITY AND
RELIABILITY
RELIABILITY
Reliability of a product or service is also tested by the success of the
ad; as the ad must contain a USP of the brand of the product or
service. The reliability and therefore the success of copy is tested
when respondents accept/reject claims made by advertisements on
behalf of the manufacturer or service provider. Reliability explores is
the ad in tandem with what the customer expects and what the
company claims (e.g. versa ad)
SENSITIVITY
It involves a test that should help differentiate between
commercials between brand groups as products have similar
sounding USP’S. Brands must therefore make special efforts to
create distinction. Similarly, these brands should try to create a
separate identity that is identifiable by the market; an identity that
is represented by intangible values. Thus, brands individuality must
seem meaningful.
HALO EFFECT
When a person for instance is considered good in a category
one is likely to make a similar evaluation of the person in other
categories. For e.g. If a person dress like a rock star it is assumed
that he can sing, dance and play the guitar.
Another instance of the halo effect is when an individual
particular characteristic is transferred to every other aspect of the
person’s life. Researchers rely heavily on such associations as it
enables advertisers to highlight features of a product or service with
the help of the singular characteristic of the individual. This is used
for instance when a performer or an entertainer is used to endorse a
product or service in the hope that the halo effect of the entertainer
falls on the product.
STABILITY
It refers to the consistency of a result or of a measure at
different points in time. For instance a list designed to measure
proof reading ability is administered during the 1st week of an
editing class and again during the 2nd week. The list possess stability
if the 2 results are consistent caution should be exercised whenever
stability is used to measure reliability as people and things change
overtime therefore, in the proofreading example it is possible for a
person to score higher the second time because some people
actually improve from week 1 to week 2. In this case, therefore the
measure is not really limitable as actual change has occurred.
1. PRE-TESTING
a. Focus Group
b. Sales Test
c. Physiological Test
2. POST TESTING
1) Enquiry Test
2) Split Run
3) Recall Test
1) PACKAGE SCREEN
It involves the screening of 10-20 alternatives package
designs and are objectively analyzed and 1 is finally chosen.
2) PACKAGE CHECK
It is an internet bared system where the representative
sample is placed in the website and the respondent sees only one
design and is asked to respond to a series of questions. This study is
based on 75 completed interviews.
3) PACKAGE TESTS
This is a comprehensive internet based testing system where
the representative sample from the internet panel is chosen and
qualified respondents are invited to evaluate the package design.
4) CUSTOME/ADHOC DESIGN PACKAGE RESEARCH
This involves communication that is interactive the
respondents are asked to read and interpret the package design,
graphics and copy; they are then analyzed in an interview.
PRICING RESEARCH
2) CONJOINT ANALYSIS
It is a technique that allows to workout the hidden rules
that people use to differentiate between products and services
by understanding precisely how people decide and what you can
workout, what are the features and services in comparison with
the cost that the customers are looking far.
RATING SCALES (add to measuring ad effectiveness)
LIKERT SCALE
A number of statements are developed with respect to a topic
and respondents can strongly agree, agree, be neutral, disagree or
strongly agree with the statements given. Each response option is
weighted and each subject’s response added to produce a single
score of the topic. To maintain measurement consistency the scores
are reversed for a negatively worded statement.
The Basic procedure for developing a LIKERT scale are:-
a) Combine a large number of statements that relate to a
specific dimension whose some are positively worded and
negatively worded.
b) Administer the scale to sample of randomly selected
respondents.
c) Code the responses – continuously so that high scores indicate
stronger agreement with the attitude in question.
d) Analyze the response and select for the final scale those
respondents that most clearly differentiate the highest from
the lowest scorer.
STATEMENT 1
Only US citizens should be allowed to own broadcasting
stations.
RESPONSE SCORES ASSIGNED
Strongly Agree 5
Agree 4
Neutral 3
Disagree 2
Strongly Disagree 1
STATEMENT 2
Prohibiting foreign ownership of broadcast stations is bad for
the business.
RESPONSE RESERVED SCORES ASSIGNED
Strongly Agree 1
Agree 2
Neutral 3
Disagree 4
Strongly Disagree 5
DEFINITIONS