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Chapter 7 Research: Gathering Information for Advertising Planning Insert Internet Ad p. 207 HERE Examines how advertisers gain information about the marketplace and how they apply their findings to marketing and advertising decision making

Objectives Discuss how research locates market segments and ID’s markets Explain the basic steps in the research process Differentiate formal and informal research and primary v secondary data Explain the methods used in qualitative and quantitative research Explain the concepts of reliability and validity 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

Need for Research in Marketing and Advertising What is marketing research? What is advertising research?

Applying Research to Advertising Decision Making Adv strategy Adv strategy CreativeConceptResearc h CreativeConceptResearc h Ad pretestin g Ad pretestin g Ad Post- testing Ad Post- testing Advertising Research Advertising Research

Applying Research to Advertising Decision Making Product Concept Target Audience Selection Media Selection Message Element Selection Advertising Strategy Research

Applying Research to Advertising Decision Making Advertising Strategy Research Developing Creative Concepts Pretesting and Posttesting

Applying Research to Advertising Decision Making Purpose of Testing: To help make important decisions about: Merchandise Markets Motives Messages Media Overall results Pretesting and Posttesting

Steps in the Research Process Situation analysis and problem definition Internal secondary data External secondary data Informal (exploratory) research Primary data Secondary data

Steps in the Research Process Situation analysis and problem definition Construction of research objectives Formal research Qualitative Quantitative Informal (exploratory) research

Steps in the Research Process Situation analysis and problem definition Construction of research objectives Formal research Interpretation and reporting of findings Informal (exploratory) research

Basic Methods of Qualitative Research Projective Techniques Focus Group In-depth Interview

Basic Methods of Quantitative Research Observation method Experiment Survey

Basic Methods for Testing Ads Pretesting methods Direct questioning Central location tests Clutter tests Challenge of pretesting Halo effects Posttesting methods Aided recall Unaided recall Attitude tests Inquiry tests Sales tests Challenge of posttesting

Important Issues in Advertising Research Considerations in conducting formal quantitative research Validity Results are free of bias Reflect true nature of market Reliability Repeatability

Sampling Methods Universe Sample Sample unit Random probability samples Nonprobability samples

How Questionnaires are Designed Effective survey questions Focus BrevityClarity Common question types Open-ended Dichotomous Multiple choice Scale