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8/6/2019 6 Research a Strategic Advertising Tool
1/19
Prof. Vikram Parekh on IMC ([email protected])
Research:
A Strategic Advertising Tool
8/6/2019 6 Research a Strategic Advertising Tool
2/19
Prof. Vikram Parekh on IMC ([email protected])
Cadbury cashes on social gifting
8/6/2019 6 Research a Strategic Advertising Tool
3/19
Prof. Vikram Parekh on IMC ([email protected])
Research
Digging for facts, data, information and
knowledge
Helps unearth nuggets about target audience,
spot new trends, uncover new product uses,
discover competitors weaknesses, etc.
8/6/2019 6 Research a Strategic Advertising Tool
4/19
Prof. Vikram Parekh on IMC ([email protected])
Research process
Define problem& research
objectives
Checksecondary
sources
Carry outprimary
research
Interpret theresults
Present thefindings
8/6/2019 6 Research a Strategic Advertising Tool
5/19
Prof. Vikram Parekh on IMC ([email protected])
Problem definition & research objectives
Problem definition
Neither too broad nor too
narrow
Research objectives
Exploratory
Descriptive
Causal
8/6/2019 6 Research a Strategic Advertising Tool
6/19
Prof. Vikram Parekh on IMC ([email protected])
Secondary vs. primary research
Secondary: infocollected previously
Primary: infocollected firsthand
8/6/2019 6 Research a Strategic Advertising Tool
7/19Prof. Vikram Parekh on IMC ([email protected])
Sources of secondary information
Client records Trade publications
Government
publications
Commercialsources Agency research
Websites,
magazines &generalpublications
8/6/2019 6 Research a Strategic Advertising Tool
8/19Prof. Vikram Parekh on IMC ([email protected])
Decisions in primary research
design
Research
approaches
Contact
methods
Sampling plan Research
instruments
Firsthand
experience
Mail Sampling unit Questionnaires
Observation Telephone Sample size Psychological
tools
Survey Personal
interview
Sampling
procedures
Mechanical
devices
Experiment Computer Projective tools
Focus groups
8/6/2019 6 Research a Strategic Advertising Tool
9/19Prof. Vikram Parekh on IMC ([email protected])
Research approaches
Opportunity to explore with all senses
Beware of generalizations
Firsthandexperience
Useful for behavioural insights
Can be done through humans or mechanical toolsObservation
Conducted with the help of questionnaires
Quick, cost-effective, flexible, structuredSurveys
8/6/2019 6 Research a Strategic Advertising Tool
10/19Prof. Vikram Parekh on IMC ([email protected])
Research approaches
Exposing similar groups to different treatments
Useful for capturing cause-effect relationshipsExperiments
Monitored discussions with a group of 6 to 10
May offer deep insights into consumer beliefs &attitudes
Focus groups
Deep probe into respondents beliefs, feelings,
motivations, attitudes, & behaviours
Techniques include laddering & articulate interviewing
Psychologicaltools
8/6/2019 6 Research a Strategic Advertising Tool
11/19Prof. Vikram Parekh on IMC ([email protected])
Contact methods
Method Strengths Limitations
Mail Cost-effective, scalable,evoke more honest answers,
no interviewer bias
Require clarity of questions,
inflexible, time-consuming,
low response rate, no
control over respondent
Telephone Quicker, two-waycommunication, greater
sample control, higher
response rates
Annoying, possibility of
interviewer bias, possibility
of interviewer dishonesty,
costly
Personal Flexible, greater samplecontrol, higher response
rates
Costly, time-consuming,chances of interviewer bias
Computer Fun, flexible Cannot reach all audiencecategories
8/6/2019 6 Research a Strategic Advertising Tool
12/19Prof. Vikram Parekh on IMC ([email protected])
Quick Q!
In which of the following methods is
interviewer bias most likely to occur?
a. Mail survey
b. Telephone survey
c. Personal interview
d. Online survey
8/6/2019 6 Research a Strategic Advertising Tool
13/19
8/6/2019 6 Research a Strategic Advertising Tool
14/19Prof. Vikram Parekh on IMC ([email protected])
Common sampling methods
Probability sample
Simple randomsample: known& equal chanceof selection toall population
members
Stratifiedrandom sample:
dividepopulation into
mutually
exclusive groups& select as persimple random
sample
Non-probabilitysample
Judgementsample:
usingjudgment to
select
Conveniencesample:
select on thebasis of
convenience
8/6/2019 6 Research a Strategic Advertising Tool
15/19Prof. Vikram Parekh on IMC ([email protected])
Research instruments
List of questions to collect primary data
Flexible, can be open- or closed-ended
Questionnaire
Deep probe into respondents beliefs, feelings,motivations, attitudes, & behaviours
Techniques include laddering & articulate interviewing
Instruments include ZMET & models include VALS
Psychologicaltools
8/6/2019 6 Research a Strategic Advertising Tool
16/19Prof. Vikram Parekh on IMC ([email protected])
Research instruments
Used to measure physical responses to ads/programmes
Tools include psycho-galvanometer, tachitoscope, eyemovement camera, eye observation camera, audiometer,
peoplemeter, checkout scanners, etc.
Mechanicaltools
Project a respondents subconscious feelings & attitudestowards an issue based on his/her answers to a question
Uncover deep & surprising motives
Techniques include word association, sentence-, picture-,or story-completion, thematic apperception tests, etc.
Projectivetools
8/6/2019 6 Research a Strategic Advertising Tool
17/19Prof. Vikram Parekh on IMC ([email protected])
Interpret results
Present findings useful inmajor decisions
Convertmounds of
data intomanageableinfo
8/6/2019 6 Research a Strategic Advertising Tool
18/19Prof. Vikram Parekh on IMC ([email protected])
Common errors in research
Getting
obsessed withresearch
Asking the
wrongquestions
Taking answersat face value
Using thewrong research
method
Biasingresearchresults
8/6/2019 6 Research a Strategic Advertising Tool
19/19
Prof Vikram Parekh on IMC (mailtovikram@yahoo com)
Lux discovers a male audience
through research