Transcript Advantage Research Presentation

A Presentation for the City of Loveland
Community Marketing Commission
April 20,2016
What is Advantage Research?
 Advantage Research; www.advantageok.com is a local
consulting business that specializes in marketing
research. We help clients link their products, services
and communications to the actual needs of the
marketplace with actionable insights from online
surveys, focus groups and secondary marketing data.
Who is Ross Livingston?
 Principal of Advantage Research
 Vice Chair of the Open Lands Advisory Commission
for the City of Loveland
 Volunteer for Alternatives to Violence
 Avid cyclist, swimmer and hiker
 Resident of Loveland since 2008
What is the value of
marketing research?
 In most cases, marketing research is used to help clients make
informed business decisions based on samples that represent a
targeted population group.
 Insights from online surveys and focus groups are frequently
used to:
 Clarify problems
 Reduce uncertainty
 Investigate change within the marketplace
 The ultimate outcome is informed decision making which
results in reduced risk, sustained growth and optimal resource
allocation.
How does the marketing research
process actually work?
 My approach is based on an 11 step custom research
methodology that is always centered on the client's
marketing and information needs.
Step 1: Determine the Need for
Marketing Research
 Do you need to clarify a problem, reduce uncertainty
or investigate change within the marketplace?
 Do you need (or value) marketing research insight to
make informed business decisions?
 If so, is the CMC prepared to take action based on
sound research?
Step 2: Define the Problem or
Situation
 What do you need to know when the project is





finished?
What information is needed to bring your marketing
plan up-to-date?
What are some of the key insights from past research?
Were those recommendations implemented?
What are the symptoms of the problem?
What are the possible solutions to this problem?
Step3: Establish Research
Objectives
 What do you want to explore or measure?
 Who is your target population?
 What comparisons do you want to make?
 What information gaps need to be closed?
 How will this research be leveraged to make important
marketing decisions?
Step 4: Determine Research Design
 Exploratory Research: Used to gain insight and
understanding about the general nature of a problem or
situation. In-depth interviews and focus groups are the
most common forms of exploratory marketing research.
 Insights from exploratory research are often used as a
foundation for conclusive research.
 Conclusive research is more structured than exploratory
research and the sample size is larger. Online surveys are
classified as a form of conclusive marketing research when
inferences are based on random sampling-and a sample
size that is within ± 5% of the actual population value.
Step 5: Identify Information Types
& Sources
 Primary Research: Information gathered specifically
for the research objective. i.e. survey, focus group and
observational methods.
 Secondary Research: Searching for and interpreting
existing information which is relevant to the research
objectives. i.e. archived reports.
1) Internal Sources
2) External Sources
Step 6: Determine Methods of
Accessing Data
 Primary Research
Online
Mail
Telephone
Face-to-face
 Secondary Research
Internal databases
External databases
Internet
Step 7: Design Data Collection
Forms
 Questionnaire development
 Discussion guide development
 Gain approval from the client
 Revise as needed
 Finalize & distribute
Step 8: Determine Sample Plan &
Size
 Define the targeted population group.
 Obtain a listing (or create your own listing) of that
population group.
 Determine sample size & method.
 Draw sample from targeted population.
Step 9: Collect Data
 Qualitative: Audio & video recordings of focus groups.
*
 Quantitative: Live online survey for a defined time
period or until the desired net sample size is reached.
*with participant consent
Step 10: Analyze Marketing Data

Qualitative:
Characterized by verbatim excerpts and common themes that have become apparent.
Conclusions are not based on statistical analysis.

Quantitative:
1) Basic, non-technical data analysis. i.e. mean, median & mode with bar and pie charts.
2) Advanced, technical data analysis techniques.
2a) Univariate techniques (single measurement of each element analyzed in
isolation) i.e. t test, chi-square.
2b) Multivariate techniques (two or more measurements of each element and
the variables are analyzed simultaneously) i.e. regression and factor analysis.
Step 11: Prepare & Present the
Final Report










Title Page
Table of Contents
Executive Summary
Research Objectives
Research Design
Data Collection
Data Analysis
Conclusions
Recommendations
Appendices
Client: Manhattan, Kansas
Chamber of Commerce
 Used with the client’s permission
 Primary research objective
 Evaluate 24/7 marketing campaign by measuring the
reach and influence of newspaper, radio and television
advertising that was used to promote Manhattan as a
destination in north-central and northeastern Kansas.
Approach
 Client wants to determine if their radio, television and
newspaper campaigns are getting the job done.
 We recommended conclusive marketing research in
the form of an online survey.
 Developed valid survey questions to measure reach
and motivation of the 24/7 advertising campaign.
Sample Size & Composition
 Targeted population: Women between the ages of 26
and 55 with a household income equal to or greater
than $30,000 from select counties in north-central and
northeastern Kansas.
 Initial sample size: 4,740 survey invitations based on
client’s precision level of 4.5% and the anticipated
completion rate for this project. Net sample size 703.
Data Collection
 Survey invitations directed participants to Advantage
Research website.
 Click on 24/7 logo which was placed there on a
temporary basis.
 When survey participants clicked on the 24/7 logo
they were re-directed to the actual survey portal.
 Unique password and e-mail address allowed access to
the survey.
Data Analysis
 Cross-tabulation analysis enabled us to measure the reach of
newspaper, radio and television advertising for the 24/7 marketing
campaign.
 Cross-tabulations describe two or more variables simultaneously i.e.
motivation and the reach of print advertising.
 Chi-square test was performed on each of the cross-tabulations which
enabled us to determine that there was a statistically significant
association between reach and the motivational effect of the
advertising campaign.
 On the other hand, there were meaningful differences between reach
when we compared specific advertising mediums. Reach is the critical
benchmark for advertising evaluation because advertising will not work
unless someone is exposed to it.
Cross-tabulation Example
Have you seen any
of the Manhattan
24/7
advertisements in
the newspaper?
Yes
Have you seen any
of the Manhattan
24/7
advertisements in
the newspaper?
No
Total Count
Has the Manhattan
24/7 advertising
campaign
motivated you to
shop in
Manhattan? Yes
Count: 84
60%
Count: 56
40%
140
100%
Has the Manhattan
24/7 advertising
campaign
Count: 109
19.4%
Count: 454
72.5%
563
100%
© 2016 Advantage Research. All rights reserved.
Chi-Square Test for CrossTabulation Table
Advertising
Medium
Chi-Square Value Sig.
Phi Coefficient
Radio
80.34
0.00
0.338
Television
83.45
0.00
0.345
Newspaper
92.97
0.00
0.364
The chi-square statistic is used to test the statistical significance of the
observed association in a cross-tabulation table.
Sig values less than .05 indicate statistical significance based on a 95%
confidence interval.
The phi coefficient measures the strength of individual associations. When
marketing variables are perfectly associated, phi assumes a value of 1.
Conclusions
 Minor performance differences between selected
advertising mediums with regards to their effect on
shopper motivation.
 Television has the best reach followed by radio and
newspaper advertising.
Recommendations
 Use television and radio advertising to promote
Manhattan as a destination.
 Discontinue newspaper advertising.