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Strategic Research

Part 2: Planning and Strategy

Chapter 6


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Chapter Outline

I. Chapter Key Points

II. Research: The Quest forIntelligence and

InsightIII. The Uses ofResearch

IV. Research Methods Used in Advertising

PlanningV. Research Challenges


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Key Points

Discuss the types of strategic research

Identify the four uses of research in advertising

List the common research methods used inadvertising

Explain the key challenges facing advertising

research


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Research: The Quest for Intelligence

and Insight Market research

Compiles information about the product, product

category, and other details of the marketing

situation

Consumer research

Used to identify people who are in the market for

the product


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Research: The Quest for Intelligence

and Insight Advertising research

Focuses on all the elements of advertising

IMC researchUsed to assemble information in planning the use

of a variety of marketing communication tools

Strategic research

Uncovers critical information that becomes the

basis for strategic planning decisions


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Types of Research

Secondary

Research

Primary

Research

Quantitative andQualitative

Research

Background research

that uses available

published information

about a topic


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Types of Research

SecondaryResearch

PrimaryResearch

Quantitative and

QualitativeResearch

Information that is

collected for the first

time from original

sources

Primary research

suppliers


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Types of Research

Secondary

Research

Primary

Research

Quantitative andQualitative

Research

Quantitative research

Delivers numerical data

Qualitative research

Provides insight


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Uses of Research

Research departments

collect and disseminate

secondary research data

and conduct primaryresearch

There is an increased

need for research-based

information in

advertising planning

Uses forResearch

1. Market information

2. Consumer insight

research

3. Media research

4. Message development

5. Evaluation research


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Uses of Research

Marketinformation

Consumerinsight research

Media research

Messagedevelopment andevaluation

Research used to gather

information about a

particular market

Includes consumer

perceptions of the

brand, product category,

and competitors brands


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Uses of Research

Marketinformation


Media research


The creative team and

media planners need to

know as much as they

can, in as much depthand detail as possible,

about the people they

are trying to reach


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Uses of Research

Marketinformation


Media research


Gathers informationabout all the possiblemedia and marketing

communication toolsthat might be used todeliver a message

Researchers match that

information to what isknown about the targetaudience


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Uses of Research

Marketinformation


Media research


Concept testing

Used in the development

of the message strategy

to evaluate the relativepower of various creative

ideas

Copy testing

Used to evaluate therelative effectiveness of

various approaches to the

sales message


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Research Methods

Background research

Used to familiarize advertising planners with the

market situation

The brand experience

Competitive analysis

An advertising audit

Content analysis

Semiotic analysis


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Research Methods

Consumer research

Used to better

understand how users,

prospects, and nonusersof a brand think and

behave

Uses both qualitative and

quantitative methods

Ways ofContact

In person

Telephone

Mail

The Internet

Cable TV

Computer kiosk in a

mall or store


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Consumer Research (continued)

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


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Consumer Research (continued)

Ethnographic Research

Involves the researcher

in living the lives of the

people being studied

Has the advantage of or

revealing what people

actually do, not what

they say they do

Diaries

Consumers record their

activities

They tell media

planners what programs

and ads the consumers

watched


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Choosing a Research Method

Validity

The research actually

measures what it says it

measures

Reliability

Researchers can run the

same test again and get

the same answer

Three Big Objectives in Advertising Research

1. Test hypotheses

2. G

et information3. Get insights


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Research Challenges

Globalization

New media technology

Internet and virtual research Embedded research

Insightful analysis

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