Strategic Research Part 2: Planning and Strategy Chapter 6

6-2 Chapter Outline I.Chapter Key Points II.Research: The Quest for Intelligence and Insight III.The Uses of Research IV.Research Methods Used in Advertising Planning V.Research Challenges

6-3 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

6-4 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

6-5 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

6-6 Types of Research Secondary Research Primary Research Quantitative and Qualitative Research Background research that uses available published information about a topic

6-7 Types of Research Secondary Research Primary Research Quantitative and Qualitative Research Information that is collected for the first time from original sources Primary research suppliers

6-8 Types of Research Secondary Research Primary Research Quantitative and Qualitative Research Quantitative research –Delivers numerical data Qualitative research –Provides insight

6-9 Uses of Research Research departments collect and disseminate secondary research data and conduct primary research There is an increased need for research-based information in advertising planning Uses for Research 1.Market information 2.Consumer insight research 3.Media research 4.Message development 5.Evaluation research

6-10 Uses of Research Market information Consumer insight research Media research Message development and evaluation Research used to gather information about a particular market Includes consumer perceptions of the brand, product category, and competitors’ brands

6-11 Uses of Research Market information Consumer insight research Media research Message development and evaluation The creative team and media planners need to know as much as they can, in as much depth and detail as possible, about the people they are trying to reach

6-12 Uses of Research Market information Consumer insight research Media research Message development and evaluation Gathers information about all the possible media and marketing communication tools that might be used to deliver a message Researchers match that information to what is known about the target audience

6-13 Uses of Research Market information Consumer insight research Media research Message development and evaluation Concept testing –Used in the development of the message strategy to evaluate the relative power of various creative ideas Copy testing –Used to evaluate the relative effectiveness of various approaches to the sales message

6-14 Research Methods Background research –Used to familiarize advertising planners with the market situation The brand experience Competitive analysis An advertising audit Content analysis Semiotic analysis

6-15 Research Methods Consumer research –Used to better understand how users, prospects, and nonusers of a brand think and behave –Uses both qualitative and quantitative methods Ways of Contact In person Telephone Mail The Internet Cable TV Computer kiosk in a mall or store

6-16 Consumer Research (continued) Survey Research Quantitative method that uses structured interviews to ask large numbers of people the same set of questions In-depth Interviews Qualitative method conducted one-on-one using open-ended questions that require respondents to generate their own answers

6-17 Consumer Research (continued) Focus Groups A group of users or potential users who gather together to discuss a topic Useful in testing ideas or exploring various alternatives in message strategy development Observation Research Takes researchers into natural settings where they note the behavior of consumers

6-18 Consumer Research (continued) Ethnographic Research Involves the researcher in living the lives of the people being studied Has the advantage of or revealing what people actually do, not what they say they do Diaries Consumers record their activities They tell media planners what programs and ads the consumers watched

6-19 Consumer Research (concluded) Qualitative methods Imaginative ways qualitative researchers get insights Researchers try to uncover the mental processes that guide consumer behavior Methods Fill-in-the-blanks Purpose-driven games Story elicitation Artifact creation Photo elicitation Photo sorts Metaphors

6-20 Choosing a Research Method Validity –The research actually measures what it says it measures Reliability –Researchers can run the same test again and get the same answer Three Big Objectives in Advertising Research 1.Test hypotheses 2.Get information 3.Get insights

6-21 Research Challenges Globalization New media technology Internet and virtual research Embedded research Insightful analysis