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chapter 7

Copyright 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e

Research: Gathering

Information for Advertising

Planning

How advertisers gain information about

the marketplace and apply their findings

Chapter

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7-3

Chapter 7 Objectives

Discuss how research

locates market segments

and identifies markets

Explain the basic steps in

the research process

Differentiate formal/informal research and

primary/secondary data

Explain the methods used

in qualitative andquantitative research

Explain the concepts of

reliability and validity

Recognize important issuesin creating surveysExplain the challenges

international advertisers

face collecting dataDebate the pros and cons

of ad testing

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7-4Need for Research:What is Marketing Research?

Functions

Consumer Needs

& Market Segments

Product Development

Assess Effectiveness

Financial Planning

Quality Control

Purposes

Recruit New

Customers

Retain Current

Customers

Regain Lost

Customers

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7-5Need for Research:What is Marketing Research?

ACNielsen adfor its marketresearchservices

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7-6

Applying Advertising Research

Target

Audience

Selection

Message-

Element

Selection

Media

Selection

Product

Concept

Strategy

Research

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7-7

Qualitative

Quantitative

External

Internal

Steps in the Research Process

1. Analyze Situation

& Define Problem

3. Establish Research

Objectives

Primary Data

Secondary Data

4. Conduct Formal

Research

5. Interpret & Report

Findings

2. Conduct Informal

(Exploratory) Research

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7-8Steps in the Research Process:

Qualitative Methods

Focus

Groups

Projective

Techniques

In-Depth

Interviews

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7-9

Steps in the Research Process:Qualitative Methods

Bissells Life

Testimonials ad

campaign used

anthropological

research toidentify market

segments

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7-10Steps in the Research Process:

Quantitative Methods

SurveyExperiment

Observation

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7-11Steps in the Research Process:

Quantitative MethodsEnvirosells

video

observation of

shopping habits

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7-12

Attitude

Tests

Recall

Tests

Inquiry

Tests

Sales

Tests

Direct

Questioning

Central

Location Tests

Clutter

Tests

Steps in the Research Process:

Testing Methods

Pretesting Posttesting

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7-13

Issues in Advertising Research

Validity

Reliability

International

Data Collection

Data Tabulation

& Analysis

Questionnaire

Development

Sampling

Method

Quantitative

Research

Considerations

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7-14

Issues in Advertising Research

Reliability/validity diagram

Insert ex. 7-8, p. 227

Reliability/validitydiagram

Position = 2.9 horiz., 1.5

vertical

Size = 4.6 TALL

Resolution = 300 dpi

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7-15Issues in

Ad Research

PersonalQuestionnaire

Insert ex. 7-9, p. 230

Personal Questionnaire

Position = 0.35 horiz.,

0.4 vertical

Size = 4.6 WIDE

Resolution = 300 dpi