Strategic Research
Chapter 6
Chapter Outline
I. Chapter Key Points II. Research: The Quest for Intelligence and Insight III. The Uses of Research IV. Research Methods Used in Advertising Planning V. Research Challenges
Key Points
• 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
1 Leaping Over Learning
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Research: The Quest for Intelligence and Insight • Market research • Consumer research • Advertising research • IMC research • Strategic research
Secondary Research
• Background research that uses available published information about a topic
Figure 6.1 – A Sample of Government Reports That Interest Advertisers
2 Fundamental Demographic Information from the U.S. Census Bureau
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Primary Research
• Information that is collected for the first time from original sources
Sample of an MRI Consumer Media Report
Figure 6.2
3 Qualitative and Quantitative Research • Qualitative research • Quantitative research – Provides insight – Delivers numerical data
Brand Era: A Resource for Advertising Research
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Uses of Research
Figure 6.3 – The Use of Research in Advertising Planning
4 Market Information
• Includes consumer perceptions of the brand, product category, and competitors’ brands
Consumer Insight Research
• The creative team and media planners need to know as much as they can about the people they are trying to reach
American Demographics: Tracking Consumer Trends for 25 Years
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5 Media Research
• Gathers information about all the possible media and marketing communication tools that might be used to deliver a message
Nielsen Media Research: More Than Just TV Ratings
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Message Development
• Concept testing – Used in the development of the message strategy to evaluate the relative power of various creative ideas
6 Message Evaluation
• Copy testing – Used to evaluate the relative effectiveness of various approaches to the sales message
Research Methods: Background Research • The brand experience • Competitive analysis • An advertising audit • Content analysis • Semiotic analysis
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
7 The Gallup Organization: Helping Advertisers Understand Consumers
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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
8 Focus Groups
• A group of users or potential users who gather together to discuss a topic
Observation Research
• Takes researchers into natural settings where they note the behavior of consumers
Ethnographic Research
• Involves the researcher in living the lives of the people being studied
9 Diaries
• Consumers record their activities • They tell media planners what programs and ads the consumers watched
Qualitative Methods
• Fill-in-the-blanks • Purpose-driven games • Story elicitation • Artifact creation • Photo elicitation • Photo sorts • Metaphors
Choosing a Research Method
• Validity • Reliability – The research actually – Researchers can run measures what it says the same test again it measures and get the same answer Three Objectives in Advertising Research 1. Test hypotheses 2. Get information 3. Get insights
10 Research Challenges
• Globalization • New media technology • Internet and virtual research • Embedded research • Insightful analysis
Overcoming the Challenge of New Media Technology
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Discussion Questions
11 Discussion Question 1
• Every year Copper Mountain must decide how much emphasis to put on front-range day skiers, skiers from the Denver market who stay overnight, and skiers from outside Copper Mountain’s geographic area. – What research information would help Copper Mountain’s managers make those decisions? – Where would they get that information?
Discussion Question 2
• Suppose you are developing a research program for a new bookstore serving your college or university. – What kind of exploratory research would you recommend? – Would you propose both qualitative and quantitative studies? Why or why not? – What specific steps would you take?
Discussion Question 3
• The research director for Angelis Advertising always introduces her department’s service to new agency clients by comparing research to a roadmap. – What do maps and research studies have in common? – How does the analogy of a map reveal the limitations of research for resolving an advertising problem?
12 Discussion Question 4
• Research professionals recommend using focus groups to help develop a campaign strategy or theme, but many are opposed to using focus groups to choose finished ads for the campaign. • Is this advice self-contradictory? Why or why not?
Discussion Question 5
• A new radio station is moving into your community. Management is not sure how to position the station in this market and has asked you to develop a study to help them make this decision. a. What key research questions must be asked? b. Outline a research program to answer those questions that uses as many of the research methods discussed in this chapter as you can incorporate.
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