1. Strategic Research
Lecture 9

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

3. 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

4. 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

5. 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. 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

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

8. 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

9. 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

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

11. 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.