The Process of Advertising Research

Purpose To understand the sequence of steps underlying the process of ad research To specify the decisions/events occurring at each step

Broad Stages of the Systematic Process Preliminary discussions and agreements Planning & data collection Application of research findings

Preliminary Discussions/Agreements Problem Definition What is the issue facing the brand? NOTE: The consumer’s behaviors, perceptions, beliefs are a symptom of the problem, but not likely to be the problem itself Problem Categories Selection of Alternatives Problems and Opportunities Knowledge Enhancement

Preliminary Discussions/Agreements Definition of the [marketing] problem Problems can be product-focused Example: Product sales have declined within the Northeastern U.S. Market share and profits have declined among the core user group of males, 18-24.

Preliminary Discussions/Agreements Definition of the [communication] problem Problems can be message-focused Example: The advertising campaign has failed to deliver on recall and recognition objectives establish by the brand The current message strategy has failed to connect with the target audience.

Preliminary Discussions/Agreements Definition of the [brand] problem Problems can be driven by a need to increase knowledge and understanding Example: What are the potential effects of repositioning our brand of potato chips as a “healthy snacking alternative?”

Preliminary Discussions/Agreements Decide/agree on why research is necessary and appropriate Specify the information (facts) needed to resolve the problem Example: “Healthy snacking” concept will be tested to determine 1) believability; 2) comprehension; and 3) interest.

Preliminary Discussions/Agreement A comprehensive problem statement that includes: Problem definition Justification for research Specification of informational needs

3 Categories of Research Problem Statements Problems and Opportunities Selection of Alternatives Knowledge Enhancement

Planning & Data Collection Identify the type of research Access current knowledge through secondary research If necessary, conduct primary research Exploratory research (Qualitative) Descriptive research (Quantitative) Experimental research (“Cause and Effect”) Secondary research data gathered for research other than the present one. Primary research- Collection of original, often proprietary data specifically collected for the identified problem. Exploratory research is used when we do not have enough information to clearly identify the problem and we need “qualitative” information rather than descriptive statistics. Descriptive research is used when we have a clear understanding of the research question(s) and we want descriptive statistics (averages and percentages) which tell us how many and to what degree persons in our target population hold certain beliefs or behaviors. Generalizable to a larger population. Experimental research may be necessary if you want the specifics about how a campaign will work in a controlled situation. Consider test market situations.

Planning & Data Collection Research Method Design the research instrumentation Sampling Probability vs. Non-probability sample Research Method: -Telephone survey, mail survey, electronic survey - Face to face interview, etc.

Planning & Data Collection Budget and Timing Get research proposal approved prior to research implementation Collect Data Program Evaluation and Review Technique (PERT) planning schedule

Application Analyze data Interpret data and make recommendation(s) Post-presentation decision making by management