CONSUMRE RESEARCH AND

ADVERTISING RESEARCH
BY SHARDA INGLE
ROLL NO. 91017
 CONSUMER RESEARCH

Consumer Research is an off shoot of Marketing

Research. Both follow the same steps and both are
used for making better decisions. Consumer
research is carried out to understand the behavior of
consumers. How they would react to promotional
messages and how their attitudes change after being
exposed to the media messages. These studies and
understandings can help the marketer to frame
appropriate strategies to woo the consumer, to face
competition and to locate target markets.
CONSUMER RESEARCH PROCESS
1. Developing research objectives

2. Collecting and evaluating secondary data

3. Designing a primary research study

4. Collecting primary data

5. Analyzing the data

6. Preparing a report on the findings

 RESEARCH DESIGN
QUANTITATIVE RESEARCH DESIGNS
 
 DATA COLLECTION METHODS

 OBSERVATION

By observing consumer behavior. 

 EXPERIMENTATION
By designing experiment to identify cause and
effect of the relative sales appeal of many types
of variables.
 Surveys
By questioning people in person by mail or by
telephone about their purchase preferences.
 DATA COLLECTION INSTRUMENT

 QUESTIONNAIRES
• By mail, personal interview or telephone
• Interesting, objective, unambiguous, easy to
complete, not burdensome
• Include both substantive questions and
demographic questions
• Include both open-ended & close-ended questions
• Wording the questions - biggest challenge
Sequence of questions – important
 
 RANK ORDER SCALE
• Subjects are asked to rank items such as products in order of
preferences in terms of some criterion
• Provides competitive information and enable marketers to identify
needed areas of improvement in product design and product
positioning
• E.g. we would like to find out about your preferences
regarding banking methods. Please rank the following banking
methods by placing a 1 in front of the method you prefer most, a 2
next to your second preference, and continuing until you have
ranked all of the methods.
 
Inside the bank
online banking
Banking by telephone
ATM
Banking by mail
 
 ATTITUDE SCALES
 List of product or product attributes indicate the
relative feelings or evaluations
 a) Likert Scale
 Easy to prepare & interpret, simple to answer
 Consists of equal number of
agreement/disagreement choices on either side of a
neutral choice
 E.g. I am afraid to give my credit card number online
 1. Strongly agree2. Somewhat agree
 3. Neither agrees nor disagrees
 4. Somewhat disagree
 5. Strongly disagree
 QUALITATIVE RESEARCH DESIGN

 DEPTH INTERVIEW
 Lengthy, non-structured interview between
respondent and highly trained interviewer, who
minimizes his or her own participation in the
discussion after establishing the general subject to
be discussed.
 Transcripts, videotapes, or audiotape recordings of
interviews are carefully studied, together with
report of respondent’s moods & gestures or body
language they
may have used to convey attitudes or motives.
 
 FOCUS GROUP
 Consists of 8 to 10 respondents who meet with
a moderate analyst for a group discussion
focused on particular product or product
category.
 Are taped, & sometimes videotaped to assist in
analysis.
 Usually held in specially designed conference
rooms with one-way mirrors
 Limitation socially acceptable response
 PROJECTIVE TECHINIQUES
 Designed to tap the underlying motives of
individuals despite their unconscious
rationalizations or efforts at conscious
concealment.
 Consists of variety of disguised “tests” that
contain ambiguous stimuli. Such as incomplete
sentences, untitled pictures or cartoons, ink
blots, word-association tests, & Other-person
characterization
 
 ADVERTISING RESEARCH
 Advertising research is the systematic gathering
and analysis of information to help develop or
evaluate advertising strategies, ads, commercials
and media campaigns.
 “Advertising research may focus on a specific ad
or campaign, or may be directed at a more
general understanding of how advertising works
or how consumers use the information in
advertising. It can entail a variety of research
approaches, including psychological, sociological,
economic, and other perspectives.”
TYPES OF ADVERTISING RESEARCH

 CUSTOMIZED
 Customized research is conducted for a specific
client to address that clients needs. Only that
client has access to the results of the research.
 SYNDICATED
 Syndicated research is a single research study
conducted by a research company with its
results available, for sale, to multiple companies
 
METHODS OF ADVERTISING RESEARCH

 PRE-MARKET RESEARCH

 POST MARKET RESEARCH

 PRE TESTING/COPY TESTING

 Consumer Jury.
 Rating Scales.
 Portfolio Tests.
 Psychological Tests.
 Sales Tests.
 Day-after recall Tests
 POST TESTING
 Recognition

 Recall

 attitudes, awareness and likeability

 Sales

 enquires
THANK YOU