Download - Why do we do research?
Why do we do research?
The one-on-one interview
5-3
The Focus Group
5-6
Advertising Age 10/11/10
A Snapshot
iPads: 3% Twitter users: 33%, make that 13%, or is it 7%? Organic food: 3.7% People $100,000+: 70% shop Walmart
Quantitative
US Income
Under $100,000: 82.2% $100k-125k: 7.5% $125k-$150k: 4.3% $150k-$200k: 4.1% $200k+: 3.9%
7-11
How well do you know? % of US births/Hispanic? 25% % of lesbian couples raising children? 33% % of births to unmarried women? 40% For women in their 20’s? 60%
7-12
Marital Status 25-34
2000: 55% married; 34% never married
2010: 45% married; 47% never married
7-13
Who am I?
6-14
Ways of Contact-Quant Survey Research
Quantitative method; ask many people the same questions
Select a random sample to represent the entire group (population)
Methods include telephone, door to door, internet, mail
6-15
Dove’s Real Beauty CampaignBased on Quantitative Findings
Ways of Contact In-depth Interviews
A qualitative method using one-on-one interviews asking open-ended questions
Flexible and unstructured
Focus Groups A qualitative method in
which a small group of users or potential gather around a table (or online) to discuss a topic (product, brand, or ad)
Directed by a moderator6-17
Qualitative
Ways of Contact Observation Research
A qualitative method using video, audio, and cameras to record consumers’ behavior where they live, work, shop and play.
Closer and more personal than quantitative research
6-19
Principle: Direct observation and ethnographic research reveal what people actually do, rather than what they say
they do.
Dodge Focus Group
6-20
Pampers
7-21
Insight?
Natural Habitats
Watching games play games