1. Chapter 6 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

2. 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

3. 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

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

5. 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. Types of Research Secondary Research Primary Research
Quantitative and Qualitative Research
Quantitative research
Delivers numerical data
Qualitative research
Provides insight

7. 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
Market information
Consumer insight research
Media research
Message development
Evaluation research

8. 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

9. 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

10. 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

11. 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

12. 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

13. Research Methods Consumer research Ways of Contact In person Telephone
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

14. 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

15. 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

16. 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

17. 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

18. 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
Test hypotheses
Get information
Get insights

19. Research Challenges Globalization New media technology
Internet and virtual research
Embedded research
Insightful analysis