IV. Primary Research

1
IV. Primary Research

• Primary research
• ADV 3501 Advertising Research
• Spring 04

2
Housekeeping

• To read
• Chapters 6 and 9
• To do
• First (qualitative) proposal 2/24. Check slides
  for Class 06
• If you have it ready before this date please turn
  it in.
• Qualitative report 3/23
• Therefore the mini-group has to be done between
  March 1 and March 5 and the focus group has to be
  done between March 15 and March 19.
• Team leaders meeting (Secondary and qualitative
  sections) 2/17 115 PM
• Handouts
• First proposal memo
• http//www.theadvertisingclub.org/prog_internships
  .html

3
Revised schedule (Next 5 classes)

• 2/12 Tools of qualitative research
• Please bring (2/12 and 17)
• A bottle of beer (empty and clean), liquor
  (empty and clean), water or soft drink.
• A magazine that we can cut pictures from
• Glue and scissors (team leaders)
• 2/17 Focus groups
• 2/19 Analyzing qualitative data
• 2/24 Evaluation of advertising creative
• 2/26 Copy testing

4
Definition of primary research

• Collection of original, often proprietary,
  information to meet the specific interests of the
  research sponsor.
• Can be used
• As a substitute for secondary research
• As a complement to secondary research

5
Primary research categories

• Qualitative research
• In-depth, insight generating
• Non-numerical
• Directional
• Common techniques
• Personal interviews (depth, one-on-one)
• Focus groups (8-12) and mini-groups (3-6)
• Observation

6
Whats NOT Insight? Shoe by by
Chris Cassatt and Gary Brookins
7
Whats Insight? Ballard Street
by Jerry Van Amerongen
8
Advantages of qualitative research

• Allows us to get close to the issues
• Allows time and opportunity to probe the whys

9
Primary research categories

• Quantitative research
• Numerical
• Statistically reliable
• Projectable to a broader population
• Common techniques
• Observation research
• Physiological research
• Survey research

10
Advantages of quantitative research

• Provides the best means for understanding large
  populations in numerical terms
• Data gathered can be analyzed through inferential
  and descriptive statistical procedures

11
Examples

• Eye movement tracking
• (physiological measure)

• Aisle behavior (Observation)

12
Criteria for identifying which method is best

• Cost
• Timing requirements
• Sample characteristics/requirements
• Accuracy of data required
• Complexity of the topic
• Interview length
• Response rate required

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IV. Primary Research Qualitative

• Qualitative research
• ADV 3501 Advertising Research
• Spring 04

14
Definition of qualitative research

• The intensive observation or interviewing of a
  small number of individuals
• Used to acquire detailed, in-depth insights
• Helps researchers gain a better understanding of
  why rather than what

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Uses of qualitative research

• Understanding underlying relationships between
  attitudes and behaviors
• Complementing quantitative research
• Obtaining preliminary/background information
• First-hand observation of consumer ideas/responses

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Advantages of qualitative research

• Satisfying advertising informational insight
  needs.
• An opportunity to get close to the data
• Makes first-hand insights and explanations
  available
• Can be quicker and less costly
• Flexible

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Limitations of qualitative research

• Limited generalization of research findings
• Numeric description of findings are rare
• Findings are highly subjective

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Categories of qualitative research

• Personal interviews
• Appropriate when extensive, detailed information
  is required
• One-on-one, depth interviews

19
Focus/mini groups

• Advantages
• Group dynamics stimulate discussion, richer
  opinions
• More interesting for participants
• More spontaneous
• Quicker to conduct/analyze than personal
  interviews
• Cost per respondent less than personal interviews

20
Focus/mini groups

• Disadvantages
• Potential for dominant respondents
• Moderator-introduced bias
• Group think mentality
• Participant reticence

21
IV. Primary Research

• Qualitative research tools
• ADV 3501 Advertising Research
• Spring 04

22
Preparing for qualitative research

• Remember that the situation analysis is the
  springboard for identifying research
  opportunities/future directions
• The problem statement identifies the most viable
  direction(s) and proposes the information needed
  to better understand them

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Preparing for qualitative research

• For each informational need identified,
  researchers should make decisions regarding the
  best way to address it.
• The types of questions and techniques most likely
  to generate relevant information.

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Preparing for qualitative research

• Developing the interview/discussion guide
• An outline for how the researcher should proceed
  through an interview/discussion
• Pre-testing the instrument

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Categories of qualitative questions

• Straightforward questions
• Direct and factual
• Structural

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Categories of qualitative questions

• Open-ended, elaboration oriented questions
• Grand tour
• Idealization
• Contrast questions
• Hypothetical interactions
• Third-person

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Additional qualitative techniques

• Projective techniques
• Word-association
• Sentence/story completion
• Personification/anthropomorphism
• Role playing
• Shopping lists
• Picture projection
• Picture sort
• Collage

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Assignment 2 In-depth interview

• This is an individual assignment
• You DO NOT need to do the interview
• You need to prepare the following elements that
  are required prior to an in-depth interview
• Problem statement (you can use your final project
  product or some other product)
• Interview guide
• This guide should include at least one
• Straightforward question
• Elaboration question
• Projective technique