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StrategicResearchPart2:PlanningandStrategyChapter66-2ChapterOutlineChapterKeyPointsResearch:TheQuestforIntelligenceandInsightTheUsesofResearchResearchMethodsUsedinAdvertisingPlanningResearchChallenges6-3KeyPointsDiscussthetypesofstrategicresearchIdentifythefourusesofresearchinadvertisingListthecommonresearchmethodsusedinadvertisingExplainthekeychallengesfacingadvertisingresearch6-4Research:TheQuestforIntelligenceandInsightMarketresearchCompilesinformationabouttheproduct,productcategory,andotherdetailsofthemarketingsituationConsumerresearchUsedtoidentifypeoplewhoareinthemarketfortheproduct6-5Research:TheQuestforIntelligenceandInsightAdvertisingresearchFocusesonalltheelementsofadvertisingIMCresearchUsedtoassembleinformationinplanningtheuseofavarietyofmarketingcommunicationtoolsStrategicresearchUncoverscriticalinformationthatbecomesthebasisforstrategicplanningdecisions6-6TypesofResearchSecondaryResearchPrimaryResearchQuantitativeandQualitativeResearchBackgroundresearchthatusesavailablepublishedinformationaboutatopic6-7TypesofResearchSecondaryResearchPrimaryResearchQuantitativeandQualitativeResearchInformationthatiscollectedforthefirsttimefromoriginalsourcesPrimaryresearchsuppliers6-8TypesofResearchSecondaryResearchPrimaryResearchQuantitativeandQualitativeResearchQuantitativeresearchDeliversnumericaldataQualitativeresearchProvidesinsight6-9UsesofResearchResearchdepartmentscollectanddisseminatesecondaryresearchdataandconductprimaryresearchThereisanincreasedneedforresearch-basedinformationinadvertisingplanningUsesforResearchMarketinformationConsumerinsightresearchMediaresearchMessagedevelopmentEvaluationresearch6-10UsesofResearchMarketinformationConsumerinsightresearchMediaresearchMessagedevelopmentandevaluationResearchusedtogatherinformationaboutaparticularmarketIncludesconsumerperceptionsofthebrand,productcategory,andcompetitors’brands6-11UsesofResearchMarketinformationConsumerinsightresearchMediaresearchMessagedevelopmentandevaluationThecreativeteamandmediaplannersneedtoknowasmuchastheycan,inasmuchdepthanddetailaspossible,aboutthepeopletheyaretryingtoreach6-12UsesofResearchMarketinformationConsumerinsightresearchMediaresearchMessagedevelopmentandevaluationGathersinformationaboutallthepossiblemediaandmarketingcommunicationtoolsthatmightbeusedtodeliveramessageResearchersmatchthatinformationtowhatisknownaboutthetargetaudience6-13UsesofResearchMarketinformationConsumerinsightresearchMediaresearchMessagedevelopmentandevaluationConcepttestingUsedinthedevelopmentofthemessagestrategytoevaluatetherelativepowerofvariouscreativeideasCopytestingUsedtoevaluatetherelativeeffectivenessofvariousapproachestothesalesmessage6-14ResearchMethodsBackgroundresearchUsedtofamiliarizeadvertisingplannerswiththemarketsituationThebrandexperienceCompetitiveanalysisAnadvertisingauditContentanalysisSemioticanalysis6-15ResearchMethodsConsumerresearchUsedtobetterunderstandhowusers,prospects,andnonusersofabrandthinkandbehaveUsesbothqualitativeandquantitativemethodsWaysofContactInpersonTelephoneMailTheInternetCableTVComputerkioskinamallorstore6-16ConsumerResearch(continued)SurveyResearchQuantitativemethodthatusesstructuredinterviewstoasklargenumbersofpeoplethesamesetofquestionsIn-depthInterviewsQualitativemethodconductedone-on-oneusingopen-endedquestionsthatrequirerespondentstogeneratetheirownanswers6-17ConsumerResearch(continued)FocusGroupsAgroupofusersorpotentialuserswhogathertogethertodiscussatopicUsefulintestingideasorexploringvariousalternativesinmessagestrategydevelopmentObservationResearchTakesresearchersintonaturalsettingswheretheynotethebehaviorofconsumers6-18ConsumerResearch(continued)EthnographicResearchInvolvestheresearcherinlivingthelivesofthepeoplebeingstudiedHastheadvantageoforrevealingwhatpeopleactuallydo,notwhattheysaytheydoDiariesConsumersrecordtheiractivitiesTheytellmediaplannerswhatprogramsandadstheconsumerswatched6-19ConsumerResearch(concluded)QualitativemethodsImaginativewaysqualitativeresearchersgetinsightsResearcherstrytouncoverthementalprocessesthatguideconsumerbehaviorMethodsFill-in-the-blanksPurpose-drivengamesStoryelicitationArtifactcreationPhotoelicitationPhotosortsMetaphors6-20ChoosingaResearchMethodValidityTheresearchactuallymeasureswhatitsaysitmeasuresReliabilityResearcherscanrunth
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