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Strategic Research

Chapter 6

Chapter Outline

I. Chapter Key PointsII. Research: The Quest for Intelligence

and InsightIII. The Uses of ResearchIV. Research Methods Used in Advertising

PlanningV. 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

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Leaping Over Learning

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Research: The Quest forIntelligence and Insight

• Market research• Consumer research• Advertising research• IMC research• Strategic research

Secondary Research

• Background research that uses availablepublished information about a topic

Figure 6.1 – A Sample of Government Reports ThatInterest Advertisers

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Fundamental Demographic Informationfrom the U.S. Census Bureau

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Primary Research

• Information that is collected for the first timefrom original sources

Sample of anMRI

ConsumerMediaReport

Figure 6.2

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Qualitative and QuantitativeResearch

• Qualitative research– Provides insight

• Quantitative research– Delivers numerical

data

Brand Era: A Resource for AdvertisingResearch

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Uses ofResearch

Figure 6.3 – The Use of Research in Advertising Planning

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Market Information• Includes consumer

perceptions of thebrand, productcategory, andcompetitors’ brands

Consumer Insight Research• The creative team

and media plannersneed to know asmuch as they canabout the people theyare trying to reach

American Demographics:Tracking Consumer Trends for 25 Years

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Media Research

• Gathers informationabout all the possiblemedia and marketingcommunication toolsthat might be used todeliver 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

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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 betterunderstand howusers, prospects, andnonusers of a brandthink and behave

• Uses both qualitativeand quantitativemethods

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The Gallup Organization:Helping Advertisers Understand Consumers

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Survey Research

• Quantitative method that uses structuredinterviews to ask large numbers of people thesame set of questions

In-Depth Interviews

• Qualitative method conducted one-on-one usingopen-ended questions that require respondentsto generate their own answers

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Focus Groups

• A group of users or potential users who gathertogether to discuss a topic

Observation Research

• Takes researchers into natural settings wherethey note the behavior of consumers

Ethnographic Research

• Involves the researcher in living the lives of thepeople being studied

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Diaries

• Consumers recordtheir activities

• They tell mediaplanners whatprograms and ads theconsumers watched

Qualitative Methods

• Fill-in-the-blanks• Purpose-driven

games• Story elicitation• Artifact creation• Photo elicitation• Photo sorts• Metaphors

Choosing a Research Method

• Validity– The research actually

measures what it saysit measures

• Reliability– Researchers can run

the same test againand get the sameanswer

Three Objectives in Advertising Research1. Test hypotheses2. Get information3. Get insights

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Research Challenges

• Globalization• New media technology• Internet and virtual research• Embedded research• Insightful analysis

Overcoming the Challenge of NewMedia Technology

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Discussion Questions

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Discussion Question 1

• Every year Copper Mountain must decidehow much emphasis to put on front-rangeday skiers, skiers from the Denver marketwho stay overnight, and skiers fromoutside Copper Mountain’s geographicarea.– What research information would help

Copper Mountain’s managers make thosedecisions?

– Where would they get that information?

Discussion Question 2

• Suppose you are developing a researchprogram for a new bookstore serving yourcollege 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 AngelisAdvertising always introduces herdepartment’s service to new agencyclients by comparing research to aroadmap.– What do maps and research studies have in

common?– How does the analogy of a map reveal the

limitations of research for resolving anadvertising problem?

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Discussion Question 4

• Research professionals recommend usingfocus groups to help develop a campaignstrategy or theme, but many are opposedto using focus groups to choose finishedads for the campaign.

• Is this advice self-contradictory? Why orwhy not?

Discussion Question 5

• A new radio station is moving into yourcommunity. Management is not sure how toposition the station in this market and hasasked you to develop a study to help themmake 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 researchmethods discussed in this chapter as you canincorporate.