1. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Chapter Eleven
Chapter Name Advertising Research
Modular:
Afjal Hossain
Assistant Professor
Department of Marketing
Patuakhali Science & Technology University
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

2. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Chapter Outline
Chapter Key Points: Types of research
Research: The Quest for Intelligence and Insight
The Uses of Research
Research Methods Used in Advertising Planning
Issues in Advertising Research
Applying Advertising Research
Steps of Advertising Research
Research Challenges
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

3. 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
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

4. 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
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

5. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Types of Research
Secondary Research
Primary Research
Quantitative and Qualitative Research
Background research that uses available published information about a topic
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

6. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

7. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Types of Research
Secondary Research
Primary Research
Quantitative and Qualitative Research
Quantitative research
Delivers numerical data
Qualitative research
Provides insight
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

8. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

9. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

10. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

11. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

12. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

13. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

14. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

15. 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
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

16. 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
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

17. 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
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

18. 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
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

19. 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
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

20. Issues in Advertising Research
2. Sampling Method
3. Validity
1. Questionnaire Development
Quantitative Research Considerations
4. Reliability
6. Data Tabulation & Analysis
5. International Data Collection
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

21. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Issues in Ad Research
Personal Questionnaire
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

22. Issues in Advertising Research
Insert ex. 7-8, p. 227
Reliability/validity diagram
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution = 300 dpi
Reliability/ validity diagram
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

23. Applying Advertising Research
Product Concept
Media Selection
Strategy Research
Target Audience Selection
Message- Element Selection
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

24. Applying Advertising Research
Insert ex. 7-2, p. 212, Research Categories
Position = centered horiz., 1.5” vertical
Size = 8.3” WIDE
Resolution: 300 dpi
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

25. Applying Advertising Research: Pretesting and Posttesting
Testing helps make important decisions about
Merchandise
Markets
Motives
Messages
Media
Results
Insert ex. 7-3, p. 216, Media Categories
Position = centered horiz., 3.1” vertical
Size = 8.3” WIDE
Resolution: 300 dpi
Maintain animation
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

26. Steps in the Research Process
1. Analyze Situation & Define Problem
2. Conduct Informal (Exploratory) Research
Primary Data
Internal
Secondary Data
External
3. Establish Research Objectives
4. Conduct Formal Research
Qualitative
Quantitative
5. Interpret & Report Findings
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

27. Steps in the Research Process: Qualitative Methods
In-Depth Interviews
Projective Techniques
Focus Groups
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

28. Steps in the Research Process: Qualitative Methods
Bissell’s “Life Testimonials” ad campaign used anthropological research to identify market segments
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

29. Steps in the Research Process: Quantitative Methods
Experiment
Survey
Observation
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

30. Steps in the Research Process: Quantitative Methods
Envirosell’s video observation of shopping habits
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

31. Steps in the Research Process: Testing Methods
Pretesting
Posttesting
Direct Questioning
Clutter Tests
Central Location Tests
Recall Tests
Attitude Tests
Inquiry
Tests
Sales Tests
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

32. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Research Challenges
Globalization
New media technology
Internet and virtual research
Embedded research
Insightful analysis
Tom Duncan “Principles of Advertising and IMC” 2nd ed.