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Advantages & Disadvantages of Research Techniques
Advantages & Disadvantages of Research Techniques
Advantages & Disadvantages of Research Techniques
Research Techniques
There are 4 main types of different research techniques
and these are Primary, Secondary, Qualitative &
Quantitative.
Primary Research is when you conduct the research
yourself. A few examples of this would be a questionnaire,
focus groups, interviews and observations.
Secondary Research is when you use already existing
research for your information. A few examples of this are
reports, documentaries and diaries.
Qualitative Research is text-based research, this is any
research, which includes text and not numbers. A few
examples of this are books, websites, newspapers and
mind maps.
Quantitative Research is any research, which is number
based and doesnt involve text. A few examples of this are
graphs, charts and numerical surveys.
There are 3 main types of research, which are conducted
for adverts. The first of these being the NRS, next of these
being BARB and finally Google Analytics. These being
Primary Quantitative research as they are conducted by
the companies themselves and are numerically based.
Once we take this information off them, the information
then becomes secondary as we havent conducted it.
Circulation figures from the NRS
We conduct research for a variety of different reasons. The
main being to find out which type of person we want our
product to be aimed at. We can do this by asking a large
variety of people questions about the product, which we
intend to sell; this can be classed as primary qualitative
research. And once this has been completed, convert the
results form the different people into a quantitative chart
showing who the main type of audience for that product
would be based upon how often this specific type used the
product, how much they would be willing to spend on it
and why they would purchase it, this would be classed as
primary qualitative research
Academic References
Gerard J. Tellis was explaining the effectiveness of
advertising when he stated, The average sales-toadvertising elasticity is .1. It is higher for new products
than established products, in Europe than the U.S., for
durables than non-durables, and in print than TV. The
advertising-to-sales elasticity is also lower in models that
use disaggregates data and includes advertising
carryover, quality, or promotion.
Leonard M. Lodish was discussing how to determine the
long-term effects of advertising when he stated In cases
where increased TV advertising has a significant impact on
sales during the year of the weight increases, in the
following two years, this sales impact is approximately
doubled. On average, that doubling effect comes from an
increase in buying rate in the test group. If TV advertising
weight increases had no significant impact on sales during
the first year, they had no impact in the two following
years either.
http://www.barb.co.uk
BARB delivers official viewing figures to the people. They
do this by paying commission to a variety of different
media companies to collect this data this data is then used
to determine the UKs 26million TVs adverts. This
research is secondary quantitative as BARB are not
actually conducting this and it is used with a large amount
of numbers. The adverts are determined in one main way,
as the data will show who is watching a certain advert at
any time. Once this is known, they then base the adverts
on the most of a type of people watching so that they are
most likely to purchase the product.
http://www.google.com/analytics/#?modal_active=none
Google Analytics is a free website in which we can view
how many people have visiting a certain website. This also
tells us how many hits our website had and how many
people have actually stayed to view the website. It is a
free service, which has been provided by Google to
calculate these things for us.
http://www.nrs.co.uk
National Readership Survey provides a highly accurate
type of primary quantitative print and digital advertising.
This is done by using the NRS Social Grade this classifies
people into different groups depending on a variety of
different things such as jobs, money & area. It shows how
many people are in a certain group of society and how
society is made of these different people.
Bibliography
Date Accessed: 05/17/16
Gerard J. Tellis (May 23rd 2013) / Gerard J. Tellis (1991), An
Analysis of the Tradeoff Between Advertising and Pricing.
Marketing Science Institute.
Date Accessed 05/17/16
Leonard M. Lodish Lodish, Leonard, Magid M. Abraham,
Jeanne Livelsberger, Beth Lubetkin, Bruce Richardson, and
Mary Ellen Stevens (1995), A Summary of Fifty-five InMarket Experimental Estimates of the Long-Term Effect of
TV Advertising. Marketing Science Institute.