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Strategic Research

Strategic Research. 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.

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Strategic Research

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  1. Strategic Research

  2. 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 Research in Marketing

  3. 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 Research

  4. Qualitative 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 Basic Types of Research

  5. Research in Advertising Market / Brand Information Consumer Insights Message Strategy Development Media Info Advertising Plan Campaign Evaluation

  6. Steps in the Research Process Situation analysis and problem definition Informal (exploratory) research Primary data Secondary data Internal External Construction of research objectives Formal research Interpretation and reporting of findings

  7. Basic Methods of Qualitative Research Ethnographic Studies & Direct Observation Focus Groups In-depth Interviews Projective Techniques

  8. 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’?

  9. 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

  10. Basic Methods of Quantitative Research Experiments Observation Surveys

  11. Other Research Methods • Content Analysis • Diaries / People Meters

  12. Important Considerations in Research Validity Reliability Measures what it intends to measure Produces same result every time

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