Transcript Quantitative research - McGraw Hill Higher Education

Arens|Schaefer|Weigold
Chapter Six
Account Planning and Research
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Learning Objectives
• Describe the role of account planners in
advertising agencies
• Discuss how research can help
advertisers select target markets,
media vehicles, and advertising
messages
• Explain the basic steps in the
marketing research process
6-2
Learning Objectives
• Explain the common methods used in
qualitative and quantitative research
• Evaluate the challenges of pretesting
and posttesting advertising
• Identify issues that can affect the
accuracy and usability of quantitative
research
6-3
Account Planner
• Individual at an advertising agency
primarily responsible for account
planning
• Represents the consumer
• Ensures that the advertising strategy
and executions are relevant to the
target audience
6-4
Marketing Research
• Systematic gathering, recording, and
analysis of information to help
managers make marketing decisions
• Identifies consumer needs and market
segments
• Helps develop new products
• Helps devise marketing strategies
• Assesses the effectiveness of marketing
activities
6-5
Pretesting and Postesting
Pretesting
Posttesting
• Testing the effectiveness
• Testing the effectiveness
of an advertisement for
of an advertisement
flaws in message content
after it has been run
before recommending it
to clients
• Conducted through focus
• Provides the advertiser
with guidelines for
future advertising
groups
6-6
Steps in the Research Process
Situation analysis and problem definition
Secondary research
Refinement of research objectives
Primary research
Interpretation and reporting of findings
6-7
Establishing Research
Objectives
• Concise statement of the research
problem and objectives should be
formulated
– Statement must be specific and
measurable
– Decision point must be clear and the
questions must be related and relevant
• Research results should provide the
information required to decide on a new
positioning strategy
6-8
Conducting Primary Research
• Primary research: Collecting data
directly from the marketplace using
qualitative or quantitative methods
– Qualitative research: Uses small,
nonrandom samples to explore behavior,
perceptions, needs, and motivations of a
target audience
– Quantitative research: Uses larger,
representative samples to quantify
hypotheses and measure market variables
6-9
Basic Methods of Qualitative
Research
Projective techniques
Intensive techniques
Ethnographic
research or
ethnography
6-10
Basic Methods of Quantitative
Research
Observation
method
Experimental
method
Survey
6-11
Challenges of Pretesting
• There is no best way to pretest
advertising variables
• Respondents’ answers may not reflect
their real buying behavior
– Assume the role of expert or critic
– Invent opinions to satisfy the interviewer
– Be reluctant to admit they are influenced
– Vote for the ads they think they should like
6-12
Challenges of Posttesting
• Recall tests only measure what
respondents noticed and remembered
– Fail to measure whether they intend to
buy the product
• Inquiry tests may not reflect a sincere
interest in a product
– Responses may take months to receive
• Sales tests are costly and timeconsuming
6-13
Collecting Primary Data in
International Markets
• No economies of scale
• Translating questionnaires to the local
languages is a difficult task
• Some cultures are not open to advanced
methods of research
• Lack of adequate facilities
• Internet can be used to conduct foreign
market research
6-14