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Strategic Research. Marketing Research Systematic procedure for gathering, recording & analyzing new information about current & potential markets Advertising Research Systematic gathering & analysis of information to help develop or evaluate advertising strategies, ads and ad campaigns. - PowerPoint PPT Presentation
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Strategic Research
Research in Marketing
Marketing Research Systematic procedure for
gathering, recording & analyzing new information about current & potential markets
Advertising Research Systematic gathering &
analysis of information to help develop or evaluate advertising strategies, ads and ad campaigns
Basic Types of Research
Secondary Research Available published
information about a topic Library reference material Government websites &
publications Secondary research
suppliers Consumer/Business
publications Trade associations &
publications Company resources /
website
Primary Research From original source or
directly from marketplace Self conducted Agency conducted Primary research
suppliers AC Nielsen, Gallup,
Aftab Associates, Oasis
Basic Types of ResearchQualitative
Market Insights, Develop hypotheses, Refine concepts, Direction to message strategy
Done with small groups
Insights are not generalizable
Focus groups, interviews, ethnographic studies
Quantitative
Test hypotheses, numerical data, measure consumer responses
Done with large samples & can draw conclusions
2 primary characteristics Large sample size (100 to 1000) Random Sampling
Generalizable insights due to random sampling
Surveys, experiments, observational studies
Message Strategy
Development
Research in Advertising
Media InfoAdvertising Plan
Campaign Evaluation
Consumer Insights
Market / Brand Information
Steps in the Research Process
Situation analysis and problem definition
Construction of research objectives
Formal research
Interpretation andreporting of findings
Informal (exploratory)research
Primary data Secondary data
Internal External
Basic Methods of Qualitative Research
In-depth Interviews
Focus Groups
Projective Techniques
Ethnographic Studies & Direct
Observation
Common Projective Techniques
Picture Projection: show a picture and ask to provide the dialogue, thought or feelings of other individuals in the drawing
Ex: this woman is about to buy a car. What type do you think she is considering?
Word Association: ask a person to quickly respond to the presentation of words/phrases with the first thing that comes to mind
Ex: What’s the first thing that comes to your mind when you think of’ Luxury Hotel’?
Common Projective Techniques Brand Personification &
Anthropomorphism: Seek to establish the image and character of a company or brand by relating it to some well-known person, places, theatrical character or animal
Ex: Think of an iPhone 3G. If it were a celebrity, who would it be?
Photo Sorts: ask to go through a deck of photos & pick out visuals that represent something (typical users, situations of use, etc.)
Ex: show a deck of people of various professions, and ask to pick typical users of an iPhone
Basic Methods of Quantitative Research
Surveys
Experiments Observation
Other Research Methods
Content Analysis
Diaries / People Meters
Important Considerations in Research
Validity ReliabilityMeasures what it intends to
measureProduces same result every
time