The Process of

Advertising Research
Purpose
 Tounderstand the sequence of steps
underlying the process of ad
research

 Tospecify the decisions/events

occurring at each step
Broad Stages of the Systematic
Research Process

 Preliminary discussions and

agreements

 Planning & data collection

 Application of research findings

Preliminary
Discussions/Agreements
 [Marketing] Problem Definition
 What is the issue facing the brand?

 NOTE: The consumer’s behaviors,

perceptions, beliefs are a symptom of the
problem, but not likely to be the problem
itself
Preliminary
Discussions/Agreements
 Marketingproblems are ALWAYS
product-focused

Example: Product sales have declined within the

Northeastern U.S.

Market share and profits have declined

among the core user group of males,
18-24
Preliminary
Discussions/Agreements
 Research Problems are driven by
three specific needs:
1. To increase knowledge and
understanding

Ex.: What are the potential

effects of repositioning our
brand of potato chips as a
“healthy snacking alternative?”
Preliminary
Discussions/Agreements
1. Selection of Alternatives or Evaluation
of Alternative Actions

Ex: Which product package will be most

effective – Package A or Package B?

2. To assess problems and opportunities

Ex: Do opportunities exist to appeal to

Internet users based on gender?
Research Problem Structure
 Three components of a research problem

 Problem identification

 Justify the need for research

 Evaluating the costs of conducting research relative
to its benefits

 Specifying informational needs

 Avoids the risk of incomplete research or research
unresponsive to client needs
Example of the Complete Problem
Statement
 Two different product packages have been
developed for evaluation. The brand is
trying to decide which package will be
most effective in generating sales.

Problem Identification
Example of the Complete Problem
Statement
 Two different product packages have been
developed for evaluation. The brand is
trying to decide which package will be
most effective in generating sales. Since
no prior information exists about these
packages, research is needed to
determine relative sales of each package
over the 6 months of test market.

Justification for Research

Example of the Complete Problem
Statement
 Two different product packages have been
developed for evaluation. The brand is
trying to decide which package will be
most effective in generating sales. Since
no prior information exists about these
packages, research is needed to
determine relative sales of each package
over the 6 months of test market.
Research will evaluate 1) package
preference; 2) product perceptions; and
3) uniqueness.
Specification of needs
Planning & Data Collection
 Identify the type of research
 Access current knowledge through
secondary research

 If necessary, conduct primary research

 Exploratory research (Qualitative)
 Descriptive research (Quantitative)

 Experimental research (“Cause and Effect”)

Planning & Data Collection
 Sampling
 Probability vs. Non-probability sample

 Data Collection Method

 Personal? Mediated? Survey? Interview?
 Design the research instrumentation

 Budget and Timing

Planning & Data Collection
 Get research proposal approved prior
to research implementation

 Collect Data

 Prepare Information for analysis

 Secondary vs. Primary research
Application
 Analyze data

 Interpret
data and make
recommendation(s)

 Post-presentation decision making by

management