Strategic Research Lecture 9.

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Presentation transcript:

Strategic Research Lecture 9

Recap Psychological Influences that Motivate Consumers Behavioral Influences on Consumer Decisions The Consumer Decision Process Segmenting and Targeting

Chapter Outline Chapter Key Points Research: The Quest for Intelligence and Insight Consumer Research Consumer Research Process Uses of Research Research Methods Used in Advertising Planning Choosing Research Methods

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

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

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

Consumer Research Consumer Research Paradigms Quantitative Research (Positivism) Qualitative Research (Interpretivism) Triangulation (Qualitative + Quantitative)

Consumer Research Process Objectives To find consumer attitude towards online advertising? Literature Review Collection of secondary data. Designing Primary Research Data Collection Methods Data Collection Instrument

Consumer Research Process (Contd...) Data Collection Data is collected form respondents. Analysis Software can be used. In qualitative research, moderator or test admin analyzes the responses received. Report the Findings Discussion Conclusion Recommendations

Summary Chapter Key Points Research: The Quest for Intelligence and Insight Consumer Research Consumer Research Process

References Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND. Schiffman, L.G. and Kanuk, L.L. (2011) Consumer Behavior, 7th Ed, Prentice Hall.