The Process of Advertising Research

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The Process of Advertising Research
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Purpose

• To understand the sequence of steps underlying
  the process of ad research
• To specify the decisions/events occurring at each
  step

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Broad Stages of the Systematic Research Process

• Preliminary discussions and agreements
• Planning data collection
• Application of research findings

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Preliminary Discussions/Agreements

• Marketing Problem Definition
• What is the issue facing the brand?
• NOTE The consumers behaviors, perceptions,
  beliefs are a symptom of the problem, but not
  likely to be the problem itself

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Preliminary Discussions/Agreements

• Marketing problems are ALWAYS product-focused
• Example Product sales have declined within the
  Northeastern U.S.
• Market share and profits have declined among
  the core user group of males, 18-24

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Preliminary Discussions/Agreements

• Research Problems are driven by three specific
  needs
• To increase knowledge and understanding
• Ex. What are the potential effects of
  repositioning our brand of potato chips as a
  healthy snacking alternative?

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Preliminary Discussions/Agreements

• Selection of Alternatives or Evaluation of
  Alternative Actions
• Ex Which product package will be most effective
  Package A or Package B?
• To assess problems and opportunities
• Ex Do opportunities exist to appeal to Internet
  users based on gender?

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Research Problem Structure

• Three components of a research problem
• Problem identification
• Justify the need for research
• Evaluating the costs of conducting research
  relative to its benefits
• Specifying informational needs
• Avoids the risk of incomplete research or
  research unresponsive to client needs

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Example of the Complete Problem Statement

• Two different product packages have been
  developed for evaluation. The brand is trying to
  decide which package will be most effective in
  generating sales.

Problem Identification
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Example of the Complete Problem Statement

• Two different product packages have been
  developed for evaluation. The brand is trying to
  decide which package will be most effective in
  generating sales. Since no prior information
  exists about these packages, research is needed
  to determine relative sales of each package over
  the 6 months of test market.

Justification for Research
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Example of the Complete Problem Statement

• Two different product packages have been
  developed for evaluation. The brand is trying to
  decide which package will be most effective in
  generating sales. Since no prior information
  exists about these packages, research is needed
  to determine relative sales of each package over
  the 6 months of test market. Research will
  evaluate 1) package preference 2) product
  perceptions and 3) uniqueness.

Specification of needs
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Planning Data Collection

• Identify the type of research
• Access current knowledge through secondary
  research
• If necessary, conduct primary research
• Exploratory research (Qualitative)
• Descriptive research (Quantitative)
• Experimental research (Cause and Effect)

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Planning Data Collection

• Sampling
• Probability vs. Non-probability sample
• Data Collection Method
• Personal? Mediated? Survey? Interview?
• Design the research instrumentation
• Budget and Timing

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Planning Data Collection

• Get research proposal approved prior to research
  implementation
• Collect Data
• Prepare Information for analysis
• Secondary vs. Primary research

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Application

• Analyze data
• Interpret data and make recommendation(s)
• Post-presentation decision making by management