1. The Process of Advertising Research

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

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

4. 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

5. 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,

6. 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.

7. 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?”

8. 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.

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

10. 3 Categories of Research Problem Statements
Problems and Opportunities
Selection of Alternatives
Knowledge Enhancement

11. 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.

12. 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.

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

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