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Subject
Unit
:
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Marketing research
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Syllabus:Media research – Various techniques – measuring advertising effectiveness – analysis and reporting
research finding to the management .
Advertising research:Advertising research is an application of marketing research aimed at the measurement of advertising
effectiveness and ameliorate advertising efficiency.
Need for advertising research: Advertising research enables the company to be clear in its objectives of advertising
 Advertising research is used for developing strategy for marketing the product.
 The selection of target audience is facilitated by advertising
 Advertising research helps in selection of message that an advertisement should carry and to
select the media to carry the message.
 Advertising research helps in evaluation of advertising in order to find out whether the
expenditure on advertising has been justified or not.
Product appeal research:- The research venture to change the unfavourable image of target audience
into a favourable one through the modification of the product appeal. It is not essential to criticize the
competitors’ brands but to highlight the good qualities of one’s own brand.
 Product appeal research helps in measuring the attitudes of consumers to whom the
advertisement is targeted.
 After measuring the attitude the researcher attempts to determine the effect of
advertising on these attitudes.
 The consumers might have favorable or unfavourable attitude towards competitors
brand in comparison with our brand of a particular product.
 The attitude can be measured to certain degree of accuracy and they are the predictors
of behaviour of the individuals.
 On th basis of these data of measurement of attitudes both towards our brand and
towards competitor’s brand of a particular product, depending on this the advertiser
conclude what attitudinal changes are required to be brought about in order to convert
the unfavourable attitude into favourable ones towards their brand
Copy testing: This is also termed as advertising message research
 This aspect of advertising research conducts tests with regard to (i) Total advertisement,
(ii)its components (iii) The dominant theme
 The main purpose of copy testing is to appraise the alternative ways to present the advertising
message
 In testing two aspects are needed to be tested
(i)
Communication effect on advertisement and
(ii)
Sales effect of advertisement.
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Communication effect on advertisement measures the degree to which the advertisement
conveys its meaning to the consumers
The sales effect intend to measure the impact of influence the advertisement is capable to create
in the consumers mind to purchase and repurchase the product hence advertisement ability to
influence the product sales.
Copy testint types
(i)
Pre – testing
(ii)
Post- testing
Pre –testing:This is done before the copy is formed
1. Consumer – jury test: The jury is composed of a group of consumers (12 –999)
 The jury is asked to evaluate advertisement in question in comparison with so many other
advertisement.
 Single advertisement can also be given to the jury for testing.
 In other cases rather than testing the whole advertisement certain dominant factors are tested.
 Factors like attention getting power, and believability to claims.
 Two main procedure adopted are
 Order of merit
 Paired comparisons
Evaluation of consumer jury test:Merits:1. It separates the weak ads from very strong ones.
2. It is very simple and easy to administer
3. It is very economical and quick
Demerits:1. The selection of jurors sample, which accurately represents a market is difficult.
2. It is difficult to fix a criterion on which the evaluation must be done. Rating may be done
sometimes on very in signicicant basis.
3. Only conscious rating is obtained. The subconscious behavioural aspects are not revealed.
4. The jurors may assume the role of researcher or expert and reply in a subjective manner.
5. This is more theoretical. Practical conditions are ignored. The answers are hypothetical.
Order of merit:This method involves ranking of the advertisement according to preference of jurors. It
is observed that by this method advertisement up to six in number can be evaluated to a reasonably
good degree of accuracy.
Paired comparison method:This method is used when number of advertisement is more than six. In this method
two advertisements are compared at a time by a juror. The record is maintained on a separate card.
This means that every single advertisement is compared with all others but only two advertisement are
considered at one period of time . Scores recorded on the card are summed up after all comparison are
made. The advertisement having maximum score is declared the winner. Other advertisement are also
rated according to their scores after summation
Laboratory test:(i)Eye camera test:-
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In this test the consumer will be made to watch the advertisement and without his
knowledge his eye movements will be recorded by the camera. If the eye moves
horizontally it is disfavourable attitude and if the eye movement is in vertical direction it
means favorable attitude.It also observes minutely where the respondents eye is focused on
ad.
(i)
Perceptoscope:- This measures the change in pupil dilation. If the pupil dilation is
more it means that the viewer is attracted by the advertisement.
(ii)
Psychogalvanometer:- Here this is the instrument that is attached to the centre of the
palm and the stimuli is calculated according to the rist beats if the beats are in high
frequency it means that the stimuli towards the particular advertisement is more if
the beat frequency is low it implies the stimuli is low.
2. Inquiries: This test refers to number of enquiries an advertisement is able to attract after it is run on
experimental basis.
 Number of enquiries coming in these ad are measured .
 Difference in number of enquiries from from each issue is noted and analysed
 Highest number of enquiries ==== maximum attractive strength.
 Lower number of enquiries ===== minimum or low attractive strength
3. Simulated sales test:-This test exposes the consumers to alternative copies of the advertisement
through the point –of – purchase displays or direct mail. Suppose, two copies A and B are
tested. A is displayed in one groups of showrooms and B is displayed in another group of
showrooms. The increase in sale is noted in each group of stores. The group having more sales
is supposed to have the best copy of the advertisement. In the similar manner, through direct
mail the different copies are sent to different groups of customers and effect on sales due to
these groups of customer is noted. A group making maximum purchases after receipt of the ad
is supposed to carry the best copy of advertisement.
Portfolio method: dummy ads are put in folio alongwith the ad to be tested.
 The folio is given to the consumer and are asked to see each ad in the folio
 After closing the folio the consumer is asked to playback what he has seen in each ad
 The ad about which macimum content are played back are regarded as the best
POST TESTING: Post- testing is a technique, which not only measures effectiveness of an ad but also attempts to
find why a given ad is effective or I- effective.
 The post-testing technique try to measure the memory of respondents about the ad. Most
commonly used technique of post-testing are
 Recognition tests
 Recall tests.
 Some other classification are (i) penetration tests (ii) progress tests
 Penetration test include (i) Recognition test and(ii) recall tst
 Recognition test:- This is also called as readership test. In these tests readers are shown issues
of magazines, they claim to have read and results are tabulated for there categories of
readership (1) noted(N)- The % of readers having seen the ad(2) Seen- associated(a) – The %
of readers associating the ad with the product or advertiser (3) Read most(RM) – The 5 of
readers having read over half ad. From this reader per rupee is calculated
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 Readers per rupee = (Percent noted X Magazines primary readers ) / Space cost
Merits:1. Very simple and economic
Demerits:-There is hardly any positive correlation between recognition of ads and sales of the
product brand advertised.
Recall test:It deals with asking the respondent what he recall or remember about an ad.
(2) Progress test: These measure various stages of buyer awareness, preference, intension to buy and purchase as
related to advertising efforts. Here advertising effectiveness is measured in terms of sales.
(3) Intend to buy test: In this method a sample of peotential buyers who reorders a particular magazine in
which company’s advertisement appeared is taken. The respondents are asked
questions whether they read the advertisement and what intension it has caused on their
buyin intension
Media selection research: This involves a thorough and careful investigation of media and selectiong the most appropriate
one for advertising campaign
(i)
(ii)
(iii)
(iv)
Roster- recall method:Coincidental metjhod
The audimeter method
The diary method
Roster- recall method:This method incorporates a form of aided – recall method in personal interviews of a sample of
households. Respondents are showh a list of programmes broadcast the previous day and the
interviewer cheks those respondent claims to have seen or heardThe method enables to obtain audience
composition as well as its size
Co- incidental method:A random sample of hes are selected and telephone interview is conducted during broadcasting
hours. Respondent are asked what programme they are watching are listeneing to at that particular
time and what sponsor or product is being advertised.
Audimeter method:The udimeter is attached to tv or radio sets at random in homes of potential consumers. The
device maintains on a magnetic tape a continuous record of set in usage and station to which trned with
aid of audimeter one can accurately measure sets in used from a valid sample. It does not indicate who
is watching the set or listeneing to a radio set or whether the set is being watched or listened to all.
Diary method:In this method The respondent are supplied with diaries and are asked to record what they
watched or listened in TV or radio set. This obtains watching or listening data in TV or radio set. This
obtains watching or listening data about every member of house hold
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Difficulties in advertising research:1. Problem and measuring effect of advertising on sales.
2. Theoritically it is possible because only one variable is changed others are kept constant. But
in proactice this creates problems because so many other factors have effect on sales not only
the ads.
3. The advertising research if effected by time and cost factor.
(For written reports refer class notes)
ANALYSIS:Analysis is the process of placing the data in an ordered from combining theme with existing
information and extracting meaninf grom themk.
Techniques of analysis:(1) Cross tabulation:- The process of cross- tabulation involves placing the collected data into
tabular form. So that their true meaning can be extracted. This is the most frequently used
method and involves little or no statistics. To use cross- tabulation the data should be unidimensional and separate this into two or more categories.
(2) Bivariate analysis:- This is used to find the relationship between two variables.
 Correlation:- Correlation is used to measure the degree of relationship between two
variable correlation is a statistical technique used for measuring the relationship or
interdependence of two or mo9re variables none of which is restricted by researcher.
 Rank co-rrelation:- Rank correlation is used to examine the extend of association
between two ordinally scaled variable such as two randk ordering or two attitudes. This
method is based on the ranks of observation. (PROBLEM REFER CLASS NOTES)
 Regression analysis:- Regression is mostly used in social science research. It is often
used when the researcher is interested in estimating or redicting the value of one
variable given the value of another.Egs., Advertisisng expenditure and sales are related
in such a way that the advertising expenditure increases sales. Regression is used to
find the likely sales That will happen at a given advertising.
(3) Multivariate analysis:- Multivariate analysis is the analysis of the simultaneous relationship
among three or more phenomena. In a multivariate analysis the focus shifts from paired
relationships to the more complex simultaneous relationship among phenomena.
Multivariate method are of two types(i) Functional method (ii) structural method
Functional method:- Which are also called the dependence method, provides directionality and
the magnitude of relationship between one or more dependent variables and two or more independent
variables.
Structural methds:- This is also called as interdependence methods. These are essentially
descriptive and are not useful for prediction purpose.
INTERPRETATION:- Explanation are finding out the meaning. IT involves drawing inference from
the analysis of data.
Presentation:The research proposal is the first step in any research project. The research proposal deals in
brief with what will be done, how and why it would be done.
Research proposal is the small report which is to be submitted to client for approval. It is to ensure
that both the parties . The researcher and the client understand the pur pose of the study and the
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methods that will be used in its conduct. The objective of the proposal presentation is to persuade a
sponsor to favour a particular approach to the problem and to apply for the proposal solution.
Suggested Questions:-
1.What is pre-testing and what are its types.
2.What is post testing and what are its types.
3.What is analysis? And what are the methods used.
4.What is Interpretation?
5.What are the factors that decide the advertising media?