Strategic Research

Research in Marketing

Marketing Research Systematic procedure for

gathering, recording & analyzing new information about current & potential markets

Advertising Research Systematic gathering &

analysis of information to help develop or evaluate advertising strategies, ads and ad campaigns

Basic Types of Research

Secondary Research Available published

information about a topic Library reference material Government websites &

publications Secondary research

suppliers Consumer/Business

publications Trade associations &

publications Company resources /

website

Primary Research From original source or

directly from marketplace Self conducted Agency conducted Primary research

suppliers AC Nielsen, Gallup,

Aftab Associates, Oasis

Basic Types of ResearchQualitative

Market Insights, Develop hypotheses, Refine concepts, Direction to message strategy

Done with small groups

Insights are not generalizable

Focus groups, interviews, ethnographic studies

Quantitative

Test hypotheses, numerical data, measure consumer responses

Done with large samples & can draw conclusions

2 primary characteristics Large sample size (100 to 1000) Random Sampling

Generalizable insights due to random sampling

Surveys, experiments, observational studies

Message Strategy

Development

Research in Advertising

Media InfoAdvertising Plan

Campaign Evaluation

Consumer Insights

Market / Brand Information

Steps in the Research Process

Situation analysis and problem definition

Construction of research objectives

Formal research

Interpretation andreporting of findings

Informal (exploratory)research

Primary data Secondary data

Internal External

Basic Methods of Qualitative Research

In-depth Interviews

Focus Groups

Projective Techniques

Ethnographic Studies & Direct

Observation

Common Projective Techniques

Picture Projection: show a picture and ask to provide the dialogue, thought or feelings of other individuals in the drawing

Ex: this woman is about to buy a car. What type do you think she is considering?

Word Association: ask a person to quickly respond to the presentation of words/phrases with the first thing that comes to mind

Ex: What’s the first thing that comes to your mind when you think of’ Luxury Hotel’?

Common Projective Techniques Brand Personification &

Anthropomorphism: Seek to establish the image and character of a company or brand by relating it to some well-known person, places, theatrical character or animal

Ex: Think of an iPhone 3G. If it were a celebrity, who would it be?

Photo Sorts: ask to go through a deck of photos & pick out visuals that represent something (typical users, situations of use, etc.)

Ex: show a deck of people of various professions, and ask to pick typical users of an iPhone

Basic Methods of Quantitative Research

Surveys

Experiments Observation

Other Research Methods

Content Analysis

Diaries / People Meters

Important Considerations in Research

Validity ReliabilityMeasures what it intends to

measureProduces same result every

time