chapter 7 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Research: Gathering.

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chapter 7 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Research: Gathering Information for Advertising Planning How advertisers gain information about the marketplace and apply their findings Chapter

7-3 Chapter 7 Objectives Discuss how research locates market segments and identifies markets Explain the basic steps in the research process Differentiate formal/ informal research and primary/secondary data Explain the methods used in qualitative and quantitative research Explain the concepts of reliability and validity Recognize important issues in creating surveys Explain the challenges international advertisers face collecting data Debate the pros and cons of ad testing

7-4 Need for Research: What is Marketing Research ? Functions Consumer Needs & Market Segments Product Development Assess Effectiveness Financial Planning Quality Control Purposes Recruit New Customers Retain Current Customers Regain Lost Customers

7-5 Need for Research: What is Marketing Research ? ACNielsen ad for its market research services

7-6 Applying Advertising Research Insert ex. 7-2, p. 212, Research Categories Position = centered horiz., 1.5” vertical Size = 8.3” WIDE Resolution: 300 dpi

7-7 Applying Advertising Research Target Audience Selection Message- Element Selection Media Selection Product Concept Strategy Research

7-8 Insert ex. 7-3, p. 216, Media Categories Position = centered horiz., 3.1” vertical Size = 8.3” WIDE Resolution: 300 dpi Maintain animation Applying Advertising Research: Pretesting and Posttesting MerchandiseMarkets MotivesMessages MediaResults Testing helps make important decisions about

7-9 Qualitative Quantitative External Internal Steps in the Research Process 1. Analyze Situation & Define Problem 3. Establish Research Objectives Primary Data Secondary Data 4. Conduct Formal Research 5. Interpret & Report Findings 2. Conduct Informal (Exploratory) Research

7-10 Steps in the Research Process: Qualitative Methods Projective Techniques In-Depth Interviews

7-11 Steps in the Research Process: Qualitative Methods Bissell’s “Life Testimonials” ad campaign used anthropological research to identify market segments

7-12 Steps in the Research Process: Quantitative Methods SurveyExperiment Observation

7-13 Steps in the Research Process: Quantitative Methods Envirosell’s video observation of shopping habits

7-14 Attitude Tests Recall Tests Inquiry Tests Sales Tests Direct Questioning Central Location Tests Clutter Tests Steps in the Research Process: Testing Methods PretestingPosttesting

7-15 Issues in Advertising Research ValidityReliability International Data Collection Data Tabulation & Analysis Questionnaire Development Sampling Method Quantitative Research Considerations

7-16 Issues in Advertising Research Reliability/ validity diagram Insert ex. 7-8, p. 227 Reliability/validity diagram Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi

7-17 Issues in Ad Research Personal Questionnaire Insert ex. 7-9, p. 230 Personal Questionnaire Position = 0.35” horiz., 0.4” vertical Size = 4.6” WIDE Resolution = 300 dpi