Account Planning and Research chapter six Account Planning and Research McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Objectives_1 Describe the role of Account Planners Discuss how research helps advertisers select target markets, advertising messages, and media vehicles Explain the basic steps in the research process
Objectives_2 Discuss the differences between formal and informal research and primary and secondary data Explain the methods used in qualitative and quantitative research Define and explain the concepts of validity and reliability
Objectives_3 Recognize the important issues in creating survey questionnaires Explain the challenges international advertisers face in collecting research data abroad Debate the pros and cons of advertising testing
The Role of the Account Planner Account planners represent the consumer in the advertising process
Advertising Research Strategy Research Creative Concept Research Posttesting of Ads Pretesting of Ads
Focus of Advertising Strategy Research Product Concept Target Selection Message Selection Media Selection Good marketing research is based on sound reasoning because reasoning is essential for producing scientific results. This slide introduces the scientific method and its essential tenets. The scientific method guides our approach to problem-solving. An important term in the list is empirical. Empirical testing denotes observations and propositions based on sensory experiences and/or derived from such experience by methods of inductive logic, including mathematics and statistics. Researchers using this approach attempt to describe, explain, and make predictions by relying on information gained through observation. The scientific method is described as a puzzle-solving activity.
What Customers Want Using marketing research, Healthtex discovered that customers wanted practical clothing for their children
Exhibit 6-2 Steps in the Research Process Situation analysis and problem definition Informal (exploratory) research Construction of research objectives Formal research Interpretation and reporting of findings
External Secondary Data Sources Library reference materials Government publications Trade association publications Publications by research organizations Consumer/ business publications Computer database services Internet search engines
Source of Secondary Data
Qualitative Research Utilizes focus groups and in-depth interviews (among other techniques) Asks: Why? In what way? Relies upon interviewer to probe for insights Questions evolve throughout process Uses mall sample sizes Provides deep insights
Focus Group Research
Quantitative Research Utilizes surveys and experiments Asks: How many? How much? May/ may not involve interviewers Questions developed prior to data collection Large sample sizes Provide generalizable data
Observation Method
Exhibit 6-4 Comparison of Survey Data Collection Methods Interview Telephone Mail Internet Cost High Medium Low Time Sample size Small Large Data quantity/ respondent Dispersed sample No Maybe Yes Degree of interviewer bias None Potential for nonresponse bias
Pretesting Methods - Print Direct questioning Focus group Order-of-merit test Paired-comparison method Portfolio test Mock magazine Perceptual meaning study Direct-mail test
Pretesting Methods - Broadcast Central location test Clutter test Trailer test Theater test Live telecast test Sales experiment
Pretesting Methods: Physiological Testing Pupilometric device Eye-movement camera Galvanometer Voice-pitch analysis Brain-pattern analysis
Posttesting Methods Unaided and Aided Recall Attitude Tests Inquiry Tests Sales Tests This slide presents the functions served by hypotheses.
Exhibit 6-6 Reliability/Validity Diagram Using the analogy of a dartboard, the bull’s eye is the actual value of some measure with a population. The closer the darts are, the higher the reliability.
Sampling Methods Probability Samples Non-Probability Samples
Asking Questions
Key Terms_1 Account planner Advertising research Advertising strategy research Attitude test Central location test Clutter test Direct questioning Experimental method Focus group Intensive techniques
Key Terms_2 Marketing information system Marketing research Media research Formal research Halo effect In-depth interview Informal research Inquiry tests Nonprobability samples Observation method Posttesting Pretesting Primary data
Key Terms_3 Probability samples Projective techniques Qualitative research Quantitative research Recall tests Reliability Sales tests Sample Secondary data Survey Test market Universal Product Code Universe Validity