II. Overview

1
II. Overview

• The process of advertising research
• ADV 3501 Advertising Research
• Spring 04

2
Housekeeping

• To read
• Read chaps 5 and 24
• To do
• Product/category decision (1/20)
• Handouts
• Ethics

3
Revised schedule

• 1/20 Process and ethics / Secondary
• 1/22 Finish Secondary
• 1/27 Audience m. and competitive
• 1/29 Reading sec data (in-class exercise)
• 2/3 Review, meetings, catch up, QUIZ
• 2/5 EXAM 1

4
Critical thinking exercise

• Is the question at issue well stated? Is it clear
  and unbiased? Does the expression of the question
  do justice to the complexity of the matter at
  issue?
• Does the writer cite relevant evidence,
  experiences, and/or information essential to the
  issue?
• Does the writer clarify key concepts when
  necessary?
• Does the writer show a sensitivity to what he or
  she is assuming or taking for granted? (Insofar
  as those assumptions might reasonably
  questioned)?

5

• Does the writer develop a definite line of
  reasoning, explaining well how he or she is
  arriving at his or her conclusions?
• Is the writer¹s reasoning well- supported?
• Does the writer show a sensitivity to alternative
  points of view or lines of reasoning? Does he or
  she consider and respond to objections framed
  from other points of view?
• Does the writer show a sensitivity to the
  implications and consequences of the position he
  or she has taken?

6
Teams

• This class
• Members
• Get emails, phone numbers, etc.
• Critical thinking exercise (Turn in one copy of
  the answers)
• Read memo
• 01/20 e-mail
• Leader
• Select category and brand

7
The research process

• Stage 1 Preliminary discussions and agreements
• Stage 2 Planning and data collection
• Stage 3 Application

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Stage 1Preliminary discussions and agreements

• The elements of a problem statement
• Problem definition
• What is the problem or opportunity facing the
  agency or client?
• Justification
• Why research is an appropriate tool to help solve
  the problem?
• Information needs
• What is the specific information needed to
  determine the best way to solve the problem?

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Problem definition

• Clear, concise and properly focused
• Types
• Evaluation of alternative
• Which ad execution creates higher levels of
  awareness?
• Problems and opportunities
• Why are our sales down in Gainesville every
  summer?
• Knowledge and understanding
• What is the impact of hip hop in our consumers
  brand image? (Fubu vs. Starbucks)

10
Justification and Informational needs

• Justification
• Cost-value analysis
• Value of information gt Costs of information
  acquisition.
• Costs of making the wrong decision increase.
• Informational needs
• Specify the information that solves the problem
  definition.

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Example of a problem statement

• Pizza Hut is unsure which of two benefits to
  emphasize in the new advertising campaign.
  Alternative benefits are great flavor, great
  variety and right price, right place. Research
  is needed to help identify the benefit that
  should be the focus of the new campaign. The
  research will evaluate each benefit in terms of
  believability and personal relevance. Primary
  research is needed since this information is not
  available from other sources. Finally, the
  investment in the campaign is quite significant.

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Stage 2 Planning and data collection

• Identify the appropriate type of research
• Sampling and data collection issues
• Research budget and timing
• Prepare research proposal
• Prepare questionnaire and other materials
• Conduct the research
• Prepare data for analysis

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Step 1 Identify the appropriate type of research

• Secondary research
• Information that already exists (printed,
  electronic versions)
• Examples
• Competitors ad expenditures, magazines
  readership, demographic trends
• Primary research
• Collection of original data specifically
  collected for an specific problem
• Examples
• Creative evaluations, consumers brand knowledge

14
Step 1 Identify the appropriate type of research
(cont)

• Qualitative research
• Explores broad issues with no regard for
  generalizability.
• Open-ended questions, flexible questionnaires,
  in-depth explorations of ideas.
• Best used when
• Knowledge on the topic is shallow
• Researchers are writing the problem statement or
  hypotheses
• An in-depth knowledge of the consumers affective
  and cognitive relationships with the brand.
• Examples Focus groups, in-depth interviews.

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Step 1 Identify the appropriate type of research
(cont)

• Quantitative research
• Best used when
• Generalizability is important
• Differences between groups are relevant
• Reliable findings are important
• Techniques
• Observation
• Physiological
• Survey

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Step 2 Sampling and data collection

• Sampling
• How consumers (potential consumers) will be
  selected to participate in the study
• Probability Generalizability
• Nonprobability Convenience
• Data collection
• Face-to-face
• Mail surveys
• Telephone
• Web-based questionnaires

Universe
Sampling
Sample
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Step 3 Research budget and timing

• Program Evaluation and Review Technique
• Prepare a list of all the activities required to
  answer the problem statement
• Arrange items in time sequence
• Determine the amount of time needed to complete
  each item
• Determine the estimated cost of each listed task.

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Step 4 Prepare proposal

• The previous 3 steps are summarized in the
  proposal
• Elements
• Executive summary
• Background
• Problem statement
• Research methodology
• Cost
• Timing
• Appendices

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Steps 5-7

• Prepare questionnaire and other materials
• Questionnaires, interview guide.
• Instructions
• Stimulus materials
• Conduct the research
• Read, analyze printed materials, interview
  subjects, etc.
• Prepare data for analysis
• Secondary and qualitative
• Categories, hierarchies.
• Quantitative
• Data input to a computer data file

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Stage 3 Application

• Step 1 Data analysis
• Secondary Organization
• Qualitative A synthesis with no a priori
  knowledge
• Quantitative Summarization and testing
• Step 2 Present the results
• Oral Written
• Details as well as the big questions
• What does the information mean?
• How can I use the information to make a better
  decision?
• Step 3 Decision making

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II. Overview

• Ethics
• ADV 3501 Advertising Research
• Spring 04

22
Advertising researchers and the world
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Quiz

• February 3
• Ethics
• Read chapter 3
• Read the handout of Application Exercises (pages
  46-47).
• Analyze each example (a to j) and determine
• The ethical implications of the example in terms
  of
• Research respondents
• Clients
• Marketing research organizations
• Society
• Present an ethical way to solve the problem.
• How to read secondary data (Details TBA)

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Research respondents

• Informed decision
• Specify what the respondent needs to do, for how
  long and how are you going to use the data
• Right to withdraw
• Mistreatment
• Deception
• Confidentiality
• Anonymous responses
• Privacy
• Electronic equipment

25
Clients

• Appropriate research
• Valid arguments
• Confidential and proprietary
• Presentation of findings
• Incomplete data
• Charts
• Project changes
• Design, money or time

26
Marketing research organizations

• Preselection
• Free advice
• False promises

27
Society

• Complete data and findings
• Proper interpretation
• Sound, objective research
• Research is not a guise