Muhammad Waqas Strategic Research (Continued) Lecture 10

Muhammad Waqas Recap I.Chapter Key Points II.Research: The Quest for Intelligence and Insight III.Consumer Research IV.Consumer Research Process

Muhammad Waqas Chapter Outline I.Uses of Research II.Research Methods Used in Advertising Planning III.Choosing Research Methods

Muhammad Waqas 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

Muhammad Waqas 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

Muhammad Waqas 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

Muhammad Waqas 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

Muhammad Waqas 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

Muhammad Waqas 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

Muhammad Waqas Play… 1.Batman Onstar

Muhammad Waqas 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

Muhammad Waqas 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

Muhammad Waqas 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

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

Muhammad Waqas 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

Muhammad Waqas Summary I.Uses of Research II.Research Methods Used in Advertising Planning III.Choosing Research Methods

Muhammad Waqas 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.