Advertisement Research Methods - Coursework Example

Qualitative research methods al Affiliation) Advertisement research methods Research done in marketing is mainly done to improve the efficiency of advertising. The research is done in two ways, customized and syndicated. Customized research is done mainly for a specific client to accomplish a specific needs of the client. The client is the only one that gets access to the information that is attained from the research (Cronin, 2004). Syndicated research is a single research that is done to a company with the result being sold to multiple companies. The pre-market research can be conducted through several means including billboards, radios, televisions and even the use of internet (Graham, 1978). The different methods that are applied to the research are applied such that the appropriate data can be collected. Pre-testing is the research market that results to the determination of the effectiveness of the product based on the responses of the consumers. Campaign pre-testing is done with the media such that the budgeting and planning is done to meet the consumer’s needs. Post-testing is done in market research to monitor the performance of the brand that the research is about (McNeill, 1990). The preference, the attitudes of the consumer towards the brand and the approach that can be used to reach the brand to the consumers (Cronin, 2004). The process to improve the product and brands of an advertising industry comes about with the quality of the research and the methods that are used in the research (Carroll, 1993). Why use qualitative research methods Market research methods improves the efficiency to the company that uses the method. The company are able to improve the efficiency of their market to the consumers since the research back up the strategy that the company uses to market the brand (Graham, 1978). Improving the efficiency of the brand marketing makes a company distinguishes between the success and failure of the company. The qualitative research also helps the company benefit from any coin that they spend (Cronin, 2004). Encouraging innovation is also a reason that makes companies to conduct qualitative research methods. Brand reputation is a major contribution in the development of a company’s brand. This makes a company to establish a brand that becomes the leader of the others in a market (McNeill, 1990). Reputation of a brand is mainly contributed to through authority and innovation in a company. The conducting of the research also enables the company to fulfill the vital needs that the consumers may need in the marker (Fisher 1958). This bring about the innovative appearance of the company the tools used in market research enables the company to well know the market and encourage innovation so that the gaps of the brand can be fulfilled. Research methods used helps in the identification of the problems that are associated with the brand of the company and hence the company is able to correct them to improve the market for the brand (McNeill, 1990). The research method that is used is able to identify problems such as poor image, poor target group and even the poor distributed channels used in the product. The methods that are used in the research can lead to fixing of the issues before they become worse to the company (Graham, 1978). Qualitative research methods provides objective ways through which the company is able to access the market of the product from just the outside point of view (Fisher 1958). Qualitative research methods enables simplified brand expansion to a company. The methods makes the insights gained through the research to go much beyond the strategies that the company might have placed in the marketing of a given brand (McNeill, 1990). When the company has known the market of the brand, they can be able to promote their product through direct address to the concerns and even find new uses of the existing products and services. The methods makes sure that the products of the company is able to reach the desired consumers (Carroll, 1993). Research methods have had specific roles in business plan and also in the designing of the business strategies. By use of the qualitative and quantitative methods, the company is able to create routines that will enable and make sure that their brand is in the position to make success. This is through the questions that the methods is able to uncover and explore (Fisher 1958). Continuous explore of the strategies through the methods ease the management of the company mostly in the planning of the activities of the company. How industries uses the qualitative research methods The research methods are done with the full utilization of the results that are attained from the research. This is done through the correct interpretation of the errors that are able to occur. The utilization of the result enables the accepting or the rejection of the hypothesis that may have been formulated in the marketing of a given brand (Powell, 2009). The utilization of the results also helps in the estimation of the costs that may be associated with the errors. The results are used to substantiate the advertising claims which have been substantiated. The research methods that are employed in a company mostly completes the explanation of the methodology. The methods explain the ways through which the results are to be used and also the attaining of the results. The research methods also bring out the terminologies that are used in the research. The advertisement companies uses the methods to come up with the best way of advertisement of their product. The advertisement industry uses the qualitative research methods to describe subjects, the methods to be used in the improvement of the brand and also the generalizing of the sample. The subjects that are described from the research methods enables the consumer to gain the relevant information they need about a brand and decide on the consumption of the brand. Generalizing of the sample also enables the consumers to get satisfied with the advertised brand hence being convinced to use the advertised product. This enables the advertisement industry to achieve its objectives (Carroll, 1993). Experience and training of experimenters is also a means through which the advertisement are able to use the research methods. The experience will enable the advertisement industry to reach the targeted group and also to use the correct ways in their advertisement. The research methods also brings the list and the descriptions of the product compared (Powell, 2009). The list enables the advertisement company to bring out the correct channel of carrying out the activity to make it well compete with the others with the same good. The research methods when are qualitative allows the advertising company to survey respondent’s knowledge of purpose (Burges, 1997). Through the survey the analysis is done to bring the correct product to the right target group and also to use the right channels for the advertisement that will make the consumers use a product brand. The research methods brings to the advertisement company the statistical design and also the statistical inferences which also includes the assumptions that are made. This allows the company to test the significance at different levels and also the specifications that are needed at the different levels (Burges, 1997). The statistics also brings the data and the advertisement techniques that are needed for replication. This are the methods that the company have well used in their advertisement and can still use them to improve the market of a product. The research methods used enables the advertisement industries to indicate the reliability and also the validity of the instruments that they have used (Burges, 1997). The reliability enables the advertisement reach the right target and in a way that enables them to accept the message passed through the advertisement. The research methods that are used by an advertisement industry comes when the industry has analyzed the results and also have reviewed the objectives of the company in doing a given advertisement (Powell, 2009). The methods are chosen during the planning in doing the advertisement for a given brand. Campaign using research methods Antismoking campaign is an advertisement that has been done through research methods both in the government sectors and the non-governmental sectors. The research methods was used qualitatively to review the research on the effectiveness of different antismoking messages and also gave a report on the effectiveness of antismoking advertisement that is paid. California, Massachusetts and Michigan were involved in the run of the antismoking campaign using different research methods. The research took some duration with critical information being collected on the research (Emory, 1996).The data that had the two options were reviewed. Manipulation by industries, passive smoking and addictions are the major issues that the methods used brought about. The methods also brought about the long term and the short term effects of smoking. The groups through the use of the different methods identified the strategies that were effective to be used and the ineffective methods for the campaigns (Emory, 1996). Regression analysis was also used to compare the cost effectiveness of the campaign between California and Massachusetts. The campaign came up with the finding and statistics that industry manipulation is the most effective in the reduction of the smoking of cigarettes (Emory, 1996). References Graham, J. (1978). Advertisement. London. Burges, J. (1997). The advertisement. London: Printed for Edward Kerby Emory, W. (1996). Business research methods. Homewood, Ill.: R.D. Irwin. McNeill, P. (1990). Research methods (2nd ed.). London: Routledge. Fisher, R. (1958). Statistical methods for research workers (13th ed.). New York: Hafner. Cronin, A.M. (2004) Advertising Myths. London: Routledge Carroll, L. (1993). Advertisement. Place of publication not identified: [publisher not identified]. Powell, H. et. al. (2009) The Advertising Handbook (3rd ed) London: Routledge Read More