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Tom Duncan “Principles of Advertising and IMC” 2nd ed. 11-1
Modular:Afjal Hossain
Assistant ProfessorDepartment of Marketing
Patuakhali Science & Technology University
Chapter ElevenChapter Name Advertising Research
Chapter Outline
I. Chapter Key Points: Types of researchII. Research: The Quest for Intelligence and InsightIII. The Uses of ResearchIV. Research Methods Used in Advertising PlanningV. Issues in Advertising ResearchVI. Applying Advertising ResearchVII. Steps of Advertising ResearchVIII. Research Challenges
11-2Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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
11-3Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Research: The Quest for Intelligence and Insight
• Advertising research– Focuses on all the elements of advertising
• IMC research– Used 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
11-4Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Types of Research
• Secondary Research
• Primary Research
• Quantitative and Qualitative Research
• Background research that uses available published information about a topic
11-5Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Types of Research
• Secondary Research
• Primary Research
• Quantitative and Qualitative Research
• Information that is collected for the first time from original sources
• Primary research suppliers
11-6Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Types of Research
• Secondary Research
• Primary Research
• Quantitative and Qualitative Research
• Quantitative research– Delivers numerical data
• Qualitative research– Provides insight
11-7Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Uses of Research
• Research departments collect and disseminate secondary research data and conduct primary research
• There is an increased need for research-based information in advertising planning
Uses for Research1. Market information2. Consumer insight
research3. Media research4. Message
development5. Evaluation research
11-8Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Uses of Research
• Market information
• Consumer insight research
• Media research• Message
development and evaluation
• Research used to gather information about a particular market
• Includes consumer perceptions of the brand, product category, and competitors’ brands
11-9Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Uses of Research
• Market information
• Consumer insight research
• Media research• Message
development and evaluation
• The creative team and media planners need to know as much as they can, in as much depth and detail as possible, about the people they are trying to reach
11-10Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Uses of Research
• Market information
• Consumer insight research
• Media research• Message
development and evaluation
• Gathers information about all the possible media and marketing communication tools that might be used to deliver a message
• Researchers match that information to what is known about the target audience
11-11Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Uses of Research
• Market information
• Consumer insight research
• Media research• Message
development and evaluation
• Concept testing– Used in the development
of the message strategy to evaluate the relative power of various creative ideas
• Copy testing– Used to evaluate the
relative effectiveness of various approaches to the sales message
11-12Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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
11-13Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Research Methods
• Consumer research– Used to better
understand how users, prospects, and nonusers of a brand think and behave
– Uses both qualitative and quantitative methods
Ways of Contact• In person• Telephone• Mail• The Internet• Cable TV• Computer kiosk in a
mall or store
11-14Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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
11-15Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Consumer Research (continued)
Focus Groups• A group of users or
potential users who gather together to discuss a topic
• Useful in testing ideas or exploring various alternatives in message strategy development
Observation Research• Takes researchers into
natural settings where they note the behavior of consumers
11-16Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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
11-17Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Consumer Research (concluded)
Qualitative methods• Imaginative ways
qualitative researchers get insights
• Researchers try to uncover the mental processes that guide consumer behavior
Methods• Fill-in-the-blanks• Purpose-driven
games• Story elicitation• Artifact creation• Photo elicitation• Photo sorts• Metaphors
11-18Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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
11-19
Three Big Objectives in Advertising Research1. Test hypotheses
2. Get information
3. Get insights
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Issues in Advertising Research
11-20
3. Validity
4. Reliability
5. InternationalData Collection
6. Data Tabulation& Analysis
1. QuestionnaireDevelopment
2. SamplingMethod
QuantitativeResearch
Considerations
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Issues inAd Research
11-21
Personal Questionnaire
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Issues in Advertising Research
11-22
Reliability/validity diagram
Insert ex. 7-8, p. 227
Reliability/validity diagram
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Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Applying Advertising Research
11-23
Target Audience Selection
Message-Element Selection
Media Selection
Product Concept
Strategy Research
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Applying Advertising Research
11-24
Insert ex. 7-2, p. 212, Research Categories
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Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Applying Advertising Research:Pretesting and Posttesting
11-25
Merchandise Markets
Motives Messages
Media Results
Testing helpsmake importantdecisions about
Insert ex. 7-3, p. 216, Media Categories
Position = centered horiz., 3.1” vertical
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Maintain animation
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Steps in the Research Process
11-26
1. Analyze Situation & Define Problem
2. Conduct Informal (Exploratory) Research
Qualitative
Quantitative
External
Internal
3. Establish Research Objectives
Primary Data
Secondary Data
4. Conduct Formal Research
5. Interpret & Report Findings
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Steps in the Research Process:Qualitative Methods
11-27
FocusGroups
Projective Techniques
In-Depth Interviews
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Steps in the Research Process:Qualitative Methods
11-28
Bissell’s “Life Testimonials” ad campaign used anthropological research to identify market segments
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Steps in the Research Process:Quantitative Methods
11-29
SurveyExperiment
Observation
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Steps in the Research Process:Quantitative Methods
11-30
Envirosell’s video observation of shopping habits
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
AttitudeTests
RecallTests
InquiryTests
SalesTests
Direct Questioning
Central Location Tests
ClutterTests
Steps in the Research Process:Testing Methods
11-31
Pretesting Posttesting
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Research Challenges
– Globalization– New media technology– Internet and virtual research– Embedded research– Insightful analysis
11-32Tom Duncan “Principles of Advertising and IMC” 2nd ed.
