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Why do we do research?

Why do we do research?

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Why do we do research?. The one-on-one interview. The Focus Group. Advertising Age 10/11/10. A Snapshot. iPads : 3% Twitter users: 33%, make that 13%, or is it 7%? Organic food: 3.7% People $100,000+: 70% shop Walmart. Quantitative. US Income. Under $100,000: 82.2% - PowerPoint PPT Presentation

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Page 1: Why do we do research?

Why do we do research?

Page 2: Why do we do research?

The one-on-one interview

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The Focus Group

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Advertising Age 10/11/10

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A Snapshot

iPads: 3% Twitter users: 33%, make that 13%, or is it 7%? Organic food: 3.7% People $100,000+: 70% shop Walmart

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Quantitative

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Page 11: Why do we do research?

US Income

Under $100,000: 82.2% $100k-125k: 7.5% $125k-$150k: 4.3% $150k-$200k: 4.1% $200k+: 3.9%

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How well do you know? % of US births/Hispanic? 25% % of lesbian couples raising children? 33% % of births to unmarried women? 40% For women in their 20’s? 60%

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Marital Status 25-34

2000: 55% married; 34% never married

2010: 45% married; 47% never married

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Who am I?

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Ways of Contact-Quant Survey Research

Quantitative method; ask many people the same questions

Select a random sample to represent the entire group (population)

Methods include telephone, door to door, internet, mail

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Dove’s Real Beauty CampaignBased on Quantitative Findings

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Ways of Contact In-depth Interviews

A qualitative method using one-on-one interviews asking open-ended questions

Flexible and unstructured

Focus Groups A qualitative method in

which a small group of users or potential gather around a table (or online) to discuss a topic (product, brand, or ad)

Directed by a moderator6-17

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Qualitative

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Ways of Contact Observation Research

A qualitative method using video, audio, and cameras to record consumers’ behavior where they live, work, shop and play.

Closer and more personal than quantitative research

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Principle: Direct observation and ethnographic research reveal what people actually do, rather than what they say

they do.

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Pampers

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Insight?

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Natural Habitats

Watching games play games