Strategic Research

Part 2: Planning and Strategy Chapter 6

Chapter Outline
Chapter Key Points Research: The Quest for Intelligence and Insight III. The Uses of Research IV. Research Methods Used in Advertising Planning V. Research Challenges I. II.

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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 6-3 .

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 6-4 .

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 6-5 .

Types of Research ‡ Secondary Research ‡ Primary Research ‡ Quantitative and Qualitative Research ‡ Background research that uses available published information about a topic 6-6 .

Types of Research ‡ Secondary Research ‡ Primary Research ‡ Quantitative and Qualitative Research ‡ Information that is collected for the first time from original sources ‡ Primary research suppliers 6-7 .

Types of Research ‡ Secondary Research ‡ Primary Research ‡ Quantitative and Qualitative Research ‡ Quantitative research ± Delivers numerical data ‡ Qualitative research ± Provides insight 6-8 .

5. 3. 2. Uses for Research Market information Consumer insight research Media research Message development Evaluation research 6-9 .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 1. 4.

Uses of Research ‡ 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 6-10 .

about the people they are trying to reach 6-11 .Uses of Research ‡ 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.

Uses of Research ‡ 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 6-12 .

Uses of Research ‡ 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 6-13 .

Research Methods ‡ Background research ± Used to familiarize advertising planners with the market situation ‡ ‡ ‡ ‡ ‡ The brand experience Competitive analysis An advertising audit Content analysis Semiotic analysis 6-14 .

prospects.Research Methods ‡ Consumer research ± Used to better understand how users. 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 6-15 .

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 6-16 .

Consumer Research (continued) 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 6-17 .

not what they say they do Diaries ‡ Consumers record their activities ‡ They tell media planners what programs and ads the consumers watched 6-18 .Consumer Research (continued) Ethnographic Research ‡ Involves the researcher in living the lives of the people being studied ‡ Has the advantage of or revealing what people actually do.

Consumer Research (concluded) Qualitative methods ‡ 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 6-19 .

Get insights 6-20 . Test hypotheses 2.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 Three Big Objectives in Advertising Research 1. Get information 3.

Research Challenges ‡ ‡ ‡ ‡ ‡ Globalization New media technology Internet and virtual research Embedded research Insightful analysis 6-21 .