McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 7Research:

Gathering Information for Advertising Planning

7-2

Chapter Overview

How advertisers gain information about the marketplace and

then apply their findings

7-3

Chapter ObjectivesDiscuss how research

locates market segments and target markets

Define and explain validity and reliability

Explain the challenges in collecting research data

abroad

Explain the steps in the research process

Discuss differences between formal/informal

research and primary/secondary data

Recognize issues in creating survey questionnaires

Explain the methods used in qualitative and quantitative research

Debate the pros and cons of advertising

testing

7-4

What is Marketing Research?

Functions

Consumer Needs& Market Segments

Product Development

Assess Effectiveness

Financial Planning

Quality Control

Purposes

Recruit NewCustomers

Retain CurrentCustomers

Regain LostCustomers

7-5

What is Marketing Research?

Nielsen ad for market research services

7-6

Applying Advertising Research

7-7

Applying Advertising Research

Target Audience Selection

Message-Element

Selection

Media Selection

Product Concept

Strategy Research

7-8

Concept Pretesting & Post-

testing

Merchandise

Markets

Motives

Messages

Media

Whether and howto continue

Pretesting Decisions Post-test Decisions

What to change

How much tospend in the future

7-9

Media Categories

7-10

Steps in the Research Process

Qualitative

Quantitative

1. Analyze situation and define problem

3. Establish research objectives

4. Conduct formal research

5. Interpret and report findings

External

InternalPrimary Data

Secondary Data2. Conduct informal (exploratory) research

7-11

Qualitative Methods: Intensive

techniquesProjective

Techniques

Feelings, attitudes, interests,

opinions, needs, motives

FocusGroups

In-Depth Interviews

Interaction reveals true feelings and behavior

Observation, Experimentation, Surveys

7-12

Qualitative Methods

A focus group is especially effective when used in conjunction with market surveys

7-13

Quantitative Methods

SurveyExperiment

Observation

7-14

Quantitative Methods

The Universal Product Code (UPC) label

allows measurement of advertising

response

7-15

Quantitative Methods

Envirosell uses cameras to capture in-store consumer shopping habits

7-16

Methods for Pretesting Ads

Direct questioning

Focus group

Order-of-merit test

Print Ads

Portfolio test

Mock magazine

Perceptual meaning study

Paired comparison Direct mail test

7-17

Methods for Pretesting Ads

Central location projection test

Trailer test

Theater test

Broadcast Advertising

Live telecast test

Sales experiment

7-18

Methods for Pretesting Ads

Pupilometric device

Eye movement camera

Galvanometer

Physiological Testing

Voice pitch analysis

Brain pattern analysis

7-19

Post-testing Methods

Aided recall (recognition-readership)

Unaided recall

Aptitude tests

Post-testing

Sales tests

Inquiry tests

7-20

Issues in Advertising Research

Validity

Reliability

InternationalData Collection

Data Tabulation& Analysis

QuestionnaireDevelopment

SamplingMethod

QuantitativeResearch

Considerations

7-21

Issues in Advertising Research

Reliability/Validity Diagram

7-22

International Data Research

Control and direction

Language and culture

Challenges

Higher expense

Longer lead times

Lack of standardization

7-23

Developing Effective

Questionnaires

Keep them short

State questions clearly

List specific objectives

Write a rough draft

Short opening statement

Logical flow to questions

No leading questions

Start with easy questions

Use cross-checking

End with demographics

Pretest the questionnaire