Carrying out research into advertising - PowerPoint Presentation Example

Slide Definitions: Market Research: The systematic identification, collection, analysis and distribution of information for the purpose of market related decision making. ((ICMR))e.g.: What should be the features of my productWhat is the size of the potential customer baseWhat will customer look for in my productWhat are my competing productsWhat features will wean customers from competitionAdvertising Research: Advertising research is a specialized form of marketing research conducted to improve the efficacy of advertising.

It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives.Slide 2:Marketing Research - PurposeCustomers occupy the central role in the marketing research process. (Beri) As a company or organization, the overwhelming majority of research currently considered will revolve around customers:Current customers Prospective customers Lost customers Internal customers (Employees)Customers of competitionSlide 3:Marketing Research - Steps in the process:1.

Identifying and defining your problem 2. Developing the approach 3. Establishing research design and strategy 4. Collecting the data 5. Performing data analysis 6. Reporting and presentationSlide 4:Marketing Research - Step 1 - Problem IdentificationClear concise definition of the problem statement, and the objective being sought. (Phillip)Slide 5:Marketing Research - Step 2 - Developing the approachVarious questions are answered at this stage:1. Should primary data be used2. Should secondary data be used3.

What should be the size of the sample that is used4. What kind of sample should be used and how does this extend to the total population of the sampleSlide 6:Marketing Research - Step 3 - Establishing Research Design and StrategyEssentially in this step the questionnaire is designed and a strategy to eliminate biased responses and various statistically modeling are considered and finalized.Slide 7:Marketing Research - Step 4 - Collecting the DataMarketing research data collection (often called survey fielding) is the point at which the finalized questionnaire (survey instrument) is used in gathering information among the chosen sample segments.

There are a variety of data collection methodologies to consider.Market research data collection methods:Computer Assisted Telephone Interviewing (CATI) Internet survey Interactive Voice Response (IVR) Mail survey Mall intercepts Traditional telephone interviewing Internet panel Mail panel In-home panel Slide 8:Marketing Research - Step 5 - Survey Data Analysis:Types of statistical survey data analysis that might be performed are simple frequency distributions, crosstab analysis, multiple regression (driver analysis), cluster analysis, factor analysis, perceptual mapping (multidimensional scaling), structural equation modeling and data mining.

The more complex the needed level of statistical data analysis is, the more time and cost it will take to execute.Slide 9:Marketing Research - Step 6 - Reporting & Presentation:This is the final step. Various kinds of research reports that are relevant to the user and serving the objective of the study are prepared and submitted.Slide 10:Advertising Research - Types Advertizing Research can be conducted to increase the potential of advertisements thorough any medium like radio, TV, print, outdoor billboards etc. (Batra) There are two types of advertising research.

Customized Research Syndicated ResearchSlide 11:Advertising Research - Pre-TestingPre-Testing is a form of Customized Research which is used for the prediction of in-market performance of an advertisement.Slide 12:Advertising Research - Post-TestingPost-Testing can be either customized or syndicated which helps in tracking periodic performance in marketing research. This is also called as Ad-Tracking. References:1. (ICMR), ICFAI Center for Management Research. Marketing Management. Hyderabad: ICMR, 2004.2. Batra, Rajeev, A. David. Advertising Management, 5th Ed.

New Delhi: Prentice-Hall, 1997.3. Beri, G.C. Marketing Research. Tata McGraw Hill, 1998.4. Phillip, Kotler. Marketing Management. India: Prentice-Hall, 1994.