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Strategic Research
Part 2: Planning and Strategy
Chapter 6
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Key Points
Discuss the types of strategic research
Identify the four uses of research in
advertising
List the common research methods used
in advertising
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What is Research?
To find information (casual or formal)
Wells, Moriarty, Burnett & Lwin - Xth Edition
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Use of Research in Advertising Planning
Wells, Moriarty, Burnett & Lwin - Xth Edition
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Uses of Research
Market
information
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brand, product
category, market
share, market growth,
product life cycle,
sales volume, etc.
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Uses of Research
Consumer
insight
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 demographic,
psychographic,
behavior information
of the target audience
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Uses of Research
Media
research
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 media and marketing
communication tools
used by the target
audience
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Uses of Research
Message
development
and evaluation
 Concept testing
 evaluate the relative
power of various
creative ideas
 Copy testing
 effectiveness of
various approaches to
the sales message
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Types of Research
Secondary
Research
Wells, Moriarty, Burnett & Lwin - Xth Edition
 Background research
that uses available
published
information about a
topic e.g. sales report,
annual report,
complaint letter, trade
articles
 Sources: Govt
organization, Trade
Association, Website
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Types of Research
Primary
Research
Wells, Moriarty, Burnett & Lwin - Xth Edition
 Information that is
collected for the first
time from original
sources
 Specific problem e.g.
sales decrease,
attitude
 Primary research
suppliers e.g. AC
Nielson
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Quantitative and Qualitative Research
Quantitative Research delivers
numerical data (WHAT)
e.g. What are the features of the product that
they like most?
What do you do on the weekend?
Characteristics
-large sample size (100-1000)
-random sampling
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Asia – Home of Fast Food Fans
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Quantitative and Qualitative Research
Qualitative research provides insight into
the underlying reasons for how consumers
behave and why. (Why and how)
e.g. Why do you like the brand?
How do you perceive the brand?
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Research Methods
Background research
Used to familiarize advertising planners with
the market situation
The brand experience: go through all experiences
a typical consumers has
Competitive analysis: analyze the competitors
An advertising audit: analyze ad and IMC of the
brand and competitors
Content analysis: slogan, images, appeal in ad
Semiotic analysis: sign,symbol
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Research Methods
 Consumer research
Used to better
understand how
users, prospects,
and nonusers of a
brand think and
behave
Uses both
qualitative and
quantitative
methods
Wells, Moriarty, Burnett & Lwin - Xth Edition
Ways of Contact
 In person
 Telephone
 Mail
 The Internet
 Cable TV
 Computer kiosk in a
mall or store
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Consumer Research (continued)
Survey Research
 Quantitative method that uses structured
interviews to ask large numbers of people
the same set of questions
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Consumer Research (continued)
Focus Groups
 A group of users or potential users (8-10)
 who gather together to discuss a topic
 Useful in testing ideas or exploring various
alternatives in message strategy
development
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Consumer Research (continued)
In-depth Interviews
Qualitative method conducted one-on-one
using open-ended questions that require
respondents to generate their own
answers
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Consumer Research (continued)
Observation Research
Takes researchers into natural settings
where they note the behavior of
consumers
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Consumer Research (continued)
Ethnographic
Research
 Involves the
researcher in living
the lives of the people
being studied
 Has the advantage of
or revealing what
people actually do,
not what they say
they do
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Diaries
 Consumers record
their activities
 They tell media
planners what
programs and ads the
consumers watched
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Consumer Research (concluded)
Qualitative methods
 Imaginative ways
qualitative
researchers get
insights
 Researchers try to
uncover the mental
processes that guide
consumer behavior
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Methods
Fill-in-the-blanks
Purpose-driven
games
Story elicitation
Artifact creation
Photo elicitation
Photo sorts
Metaphors
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Choosing a Research Method
 Validity
 Reliability
 The research actually
measures what it says it
measures
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 Researchers can run
the same test again and
get the same answer
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Exercise: Survey VS Focus group
Lay’s preference
8 volunteers
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