6 Research a Strategic Advertising Tool

8/6/2019 6 Research a Strategic Advertising Tool

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Prof. Vikram Parekh on IMC ([email protected])

Research:

A Strategic Advertising Tool


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Cadbury cashes on social gifting


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Research

Digging for facts, data, information and

knowledge

Helps unearth nuggets about target audience,

spot new trends, uncover new product uses,

discover competitors weaknesses, etc.


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Research process

Define problem& research

objectives

Checksecondary

sources

Carry outprimary

research

Interpret theresults

Present thefindings


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Problem definition & research objectives

Problem definition

Neither too broad nor too

narrow

Research objectives

Exploratory

Descriptive

Causal


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Secondary vs. primary research

Secondary: infocollected previously

Primary: infocollected firsthand


7/19Prof. Vikram Parekh on IMC ([email protected])

Sources of secondary information

Client records Trade publications

Government

publications

Commercialsources Agency research

Websites,

magazines &generalpublications



Decisions in primary research

design

Research

approaches

Contact

methods

Sampling plan Research

instruments

Firsthand

experience

Mail Sampling unit Questionnaires

Observation Telephone Sample size Psychological

tools

Survey Personal

interview

Sampling

procedures

Mechanical

devices

Experiment Computer Projective tools

Focus groups



Research approaches

Opportunity to explore with all senses

Beware of generalizations

Firsthandexperience

Useful for behavioural insights

Can be done through humans or mechanical toolsObservation

Conducted with the help of questionnaires

Quick, cost-effective, flexible, structuredSurveys



Research approaches

Exposing similar groups to different treatments

Useful for capturing cause-effect relationshipsExperiments

Monitored discussions with a group of 6 to 10

May offer deep insights into consumer beliefs &attitudes

Focus groups

Deep probe into respondents beliefs, feelings,

motivations, attitudes, & behaviours

Techniques include laddering & articulate interviewing

Psychologicaltools



Contact methods

Method Strengths Limitations

Mail Cost-effective, scalable,evoke more honest answers,

no interviewer bias

Require clarity of questions,

inflexible, time-consuming,

low response rate, no

control over respondent

Telephone Quicker, two-waycommunication, greater

sample control, higher

response rates

Annoying, possibility of

interviewer bias, possibility

of interviewer dishonesty,

costly

Personal Flexible, greater samplecontrol, higher response

rates

Costly, time-consuming,chances of interviewer bias

Computer Fun, flexible Cannot reach all audiencecategories



Quick Q!

In which of the following methods is

interviewer bias most likely to occur?

a. Mail survey

b. Telephone survey

c. Personal interview

d. Online survey


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Common sampling methods

Probability sample

Simple randomsample: known& equal chanceof selection toall population

members

Stratifiedrandom sample:

dividepopulation into

mutually

exclusive groups& select as persimple random

sample

Non-probabilitysample

Judgementsample:

usingjudgment to

select

Conveniencesample:

select on thebasis of

convenience



Research instruments

List of questions to collect primary data

Flexible, can be open- or closed-ended

Questionnaire

Deep probe into respondents beliefs, feelings,motivations, attitudes, & behaviours

Techniques include laddering & articulate interviewing

Instruments include ZMET & models include VALS

Psychologicaltools



Research instruments

Used to measure physical responses to ads/programmes

Tools include psycho-galvanometer, tachitoscope, eyemovement camera, eye observation camera, audiometer,

peoplemeter, checkout scanners, etc.

Mechanicaltools

Project a respondents subconscious feelings & attitudestowards an issue based on his/her answers to a question

Uncover deep & surprising motives

Techniques include word association, sentence-, picture-,or story-completion, thematic apperception tests, etc.

Projectivetools



Interpret results

Present findings useful inmajor decisions

Convertmounds of

data intomanageableinfo



Common errors in research

Getting

obsessed withresearch

Asking the

wrongquestions

Taking answersat face value

Using thewrong research

method

Biasingresearchresults


19/19

Prof Vikram Parekh on IMC (mailtovikram@yahoo com)

Lux discovers a male audience

through research

6 Research a Strategic Advertising Tool

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