ADV3008 ch 7

Effective survey questions have three important attributes:

focus, brevity, and clarity. They focus on the topic of the survey. They are as brief as possible. And they are expressed simply and clearly. These qualities have a common purpose: to ensure respondents read and understand the questions in the same way.

top 10 research companies had revenues of more than _____ billion for marketing, advertising, and public opinion research.

$5.5

universe

(the entire target population)

2 goals for international research are ________ and ______, and both are necessary for the best results.

flexibility; standardization

One of the most common intensive research techniques is the ______ ______

focus group

Once it develops an IMC strategy, the company (or its agency) will begin developing ______ ________. Here again, research is helpful in determining which concepts to use.

creative concepts

What is the fastest growing filed in marketing research?

customer satisfaction

media subclasses refer to ...

newspapers or magazines, radio or TV, internet

What sampling method gives the greatest accuracy?

random probability samples

5. Media

the cost of media advertising is soaring, and marketers hold their agencies accountable for demonstrating the effectiveness of media buys. Information gained from pretesting can influence several types of media decisions: classes of media, media subclasses, specific media vehicles, media units of space and time, media budgets, and scheduling criteria.

sample units:

the individuals, families, or companies being surveyed or studied

Agencies subscribe to syndicated research services (such as ACNielsen, Arbitron, Simmons, or @plan) that monitor and publish information on the reach and effectiveness of media vehicles which are ...

the radio, TV, newspapers, Web sites, and so on—in every major geographic market in the United States and Canada.

Media units are

the size or length of an ad: half-page or full-page ads(for print), 15- or 30-second spots, 60-second commercials, and so forth

*media research:

the systematic gathering and analysis of information on the reach and effectiveness of media vehicles. ex- fallon know thing the business men liked ESPN

*IMC research:

the systematic gathering and analysis of information to help develop or evaluate message strategies, individual promotions, and whole campaigns.

product concept:

—that bundle of values we discussed in Chapter 6 that encompasses both utilitarian and symbolic benefits to the consumer.

Step 1. Situation analysis and problem definition.

*Often the marketing department also maintains a Marketing Information System (MIS)—a sophisticated set of procedures designed to generate a continuous, orderly flow of information for use in making marketing decisions. These systems ensure that managers get the information they need when they need it. --Most smaller firms don't have dedicated research departments, and their methods for obtaining marketing information are frequently inadequate. These firms often find the problem definition step difficult and time-consuming. Yet good research on the wrong problem is a waste of effort.

*What does marketing research do?

- It helps identify consumer needs and market segments -it provides the information for developing new products and marketing strategies; - it enables managers to assess the effectiveness of promotional activities. - is also useful in financial planning, economic forecasting, and quality control. ---In short, good marketing research enables companies to devise a sophisticated, integrated mix of product, price, distribution, and communication elements. It gives them the information they need to decide which strategies will enhance the brand's image and lead to greater profits. Finally, it enables them to judge the effectiveness of past marketing programs and campaigns.

How do you retain existing customers?

- a marketer may use customer satisfaction studies. Likewise, databases of customer transactions may identify reasons for customer satisfaction or dissatisfaction.

Step 5: Interpreting and Reporting the Findings

----Research is very costly and its main purpose is to help solve problems. The final report must be comprehensible to the company's managers and relevant to their needs.

Pretesting Methods:

-Companies pretest ads for likability and comprehension by using a variety of qualitative and quantitative techniques.

secondary data:

-information previously collected or published, usually for some other purpose. This information is readily available, either internally or externally, and can be gathered more quickly and inexpensively than primary data. --EX: When Fallon searched the Web for information on hotel chains, they were collecting secondary data.

International marketers face a number of challenges when they collect Primary data like..

-its expensive -Control and direction of the research is another problem. Some companies want to direct research from their headquarters but charge it to the subsidiary's budget. This creates an instant turf battle. It also means that people less familiar with the country—and therefore less sensitive to local cultural issues—might be in charge of the project, which could skew the data. Marketers need more than just facts about a country's culture. They need to understand and appreciate the nuances of its cultural traits and habits, a difficult task for people who don't live there or speak the language. Knowledgeable international companies such as Colgate-Palmolive work in partnership with their local offices and use local bilingual marketing people when conducting primary research abroad.42

In the United States, frequently used sources of secondary data include:

1. Library reference materials (Business Periodicals Index for business magazines, Reader's Guide to Periodical Literature for consumer magazines, Public Information Service Bulletin, The New York Times Index, and the World Almanac and Book of Facts). 2. Government publications (Statistical Abstract of the United States). 3. Trade association publications (annual fact books containing government data gathered by various industry groups listed in the Directory of National Trade Associations). 4. Research organizations and their publications or syndicated information (literature from university bureaus of business research, Nielsen retail store audits, MRCA consumer purchase diaries, Simmons' Study of Media and Markets, Jupiter Research, IRI's InfoScan market tracking service, and Standard Rate & Data Service). 5. Consumer/business publications (Bloomberg Businessweek, Forbes, Fortune, American Demographics, Advertising Age, Prevention, and thousands more). 6. Computer database services (Dialog Information Service, ProQuest, Electric Library, Lexis-Nexis, and Dow Jones News Retrieval Service). 7..Internet search engines (Google, Yahoo!, Bing, and others).

*What are the 5 steps in the Marketing Research Process?

1. Situation analysis and problem definition. 2. Informal (exploratory) research. 3.Construction of research objectives. 4. Primary research. 5. interpretation and reporting of findings

**As in pretesting, marketers use both quantitative and qualitative methods in posttesting. Most posttesting techniques fall into 5 broad categories:

1. aided recall 2. unaided recall 3. attitude tests 4. inquiry tests 5. sales tests.

Companies use pretesting to help make decisions about a number of variables. It may be helpful to think of these as the five Ms:

1. merchandise 2. markets 3. motives 4. messages 5. media. --Many of these can be posttested too. We'll discuss each of the five Ms briefly.

The 4 most common types of questions are:

1. open-ended(how would you describe macy's? 2. dichotomous (Do you think Macy's advertising is too attractive? yes or no?) 3. multiple-choice 4. scale.

What are the 3 R's of marketing?

1. recruiting new customers 2. retaining current customers 3. regaining lost customers

IMC research serves various purposes, most of which can be grouped into what 4 categories?

1. strategy research 2. creative concept research 3. pretesting 4. posttesting.

Testing is used to ensure what?

1. that IMC dollars are spent wisely. 2. it can prevent costly errors, especially in judging which strategy or medium is most effective. 3. it can give the marketer some measure of a campaign's value.

Validity and reliability depend on several key elements:

1. the sampling methods 2. the survey questionnaire design 3. the data tabulation and analysis methods.

Today, nearly _________ of market research firms use the Internet to conduct some form of market research.49 With the global adoption of the Internet, experts anticipate further cuts in costs and time for getting valuable customer input for marketing and advertising decision making.

3hree-quarters

qualitative research:

: Research that tries to determine market variables according to unquantifiable criteria such as attitudes, beliefs, and lifestyle. -This enables researchers to gain insight into both the population whose opinion will be sampled and the subject matter itself. ex: in depth interviews and focus groups

3. Survey method:

A common method of gathering primary research data is the survey, in which the researcher gains information on attitudes, opinions, or motivations by questioning current or prospective customers (political polls are a common type of survey). ----Surveys can be conducted by personal interview, telephone, mail, or on the Internet. Each has distinct advantages and disadvantages

experimental method:

A method of scientific investigation in which a researcher alters the stimulus received by a test group or groups and compares the results with those of a control group that did not receive the altered stimulus.

sample

A portion of the population selected by market researchers to represent the appropriate targeted population. Also, a free trial of a product.

Why having a large sample is important:

A sample must be large enough to achieve precision and stability. The larger the sample, the more reliable the results. Statisticians note that the margin of error, an estimate of how likely sample statistics will diverge from numbers in the universe, is three times greater if a sample of 10 is chosen rather than a sample of 100. It is ten times greater for a sample of 10 compared to a sample of 1,000. Five hundred survey participants or more are generally recommended for accurate samples. There are two types of samples: random probability samples and nonprobability samples.

random probability samples:

A sampling method in which every unit in the population universe is given an equal chance of being selected for the research. ex:For example, a researcher who wants to know a community's opinion on an issue starts with a complete list of all people in the community and selects members at random. But this method has difficulties. Every unit (person) must be known, listed, and numbered so each has an equal chance of being selected—an often prohibitively expensive and sometimes impossible task, especially with customers of nationally distributed products.

central location test:

A type of pretest in which videotapes of test commercials are shown to respondents on a one-to-one basis, usually in shopping center locations. --respondents are shown test commercials, usually in shopping centers, and questions are asked before and after exposure.

experimental method:

An experiment is a scientific investigation in which a researcher randomly assigns different consumers to two or more messages or stimuli. For example, a marketer might develop two print ads that feature different spokespeople, then randomly expose different consumers to each to determine who is more effective. This type of research is used often for new product and new campaign introductions.

test market:

An isolated geographic area used to introduce and test the effectiveness of a product, ad campaign, or promotional campaign, prior to a national rollout.

To determine how brands are built and how they derive their strength, the Young & Rubicam agency developed a model called the________ __________.

BrandAsset Valuator

Data Tabulation and Analysis

Collected data must be validated, edited, coded, and tabulated. Answers must be checked to eliminate errors or inconsistencies. For example, one person might answer two years, while another says 24 months; such responses must be changed to the same units for correct tabulation. Some questionnaires may be rejected because respondents' answers indicate they misunderstood the questions. Finally, the data must be analyzed on a computer. Many researchers want cross-tabulations (for example, product use by age group or education). Software programs such as SPSS and SAS make it possible for small businesses as well as large corporations to tabulate data on a personal computer and apply advanced statistical techniques. Many cross-tabulations are possible, but researchers must use skill and imagination to select only those that answer the right questions.

2. Markets

Companies may pretest a strategy or particular commercials with different markets. The information they gain may cause them to alter their strategy and target the campaign to new segments. In posttesting, advertisers want to know if the campaign succeeded in reaching its target markets.

Assembling Internal Secondary Data: Company records are often a valuable source of secondary information. Useful internal data include product shipment figures, billings, warranty card records, advertising expenditures, sales expenses, customer correspondence, and records of meetings with sales staffs.

Company records are often a valuable source of secondary information. Useful internal data include product shipment figures, billings, warranty card records, advertising expenditures, sales expenses, customer correspondence, and records of meetings with sales staffs. ---A well-developed marketing information system can help researchers analyze sales data, review past tracking studies, and examine previous marketing research data. This information might point the way toward an interesting headline or positioning statement such as Jiffy Lube's "The Well-Oiled Machine."

3. motives:

Emotions, desires, physiological needs, or similar impulses that may incite consumers to action. --- ***Consumers' motives are outside a company's control, but the messages they create to appeal to those motives are not. Pretesting helps marketers identify and appeal to the most compelling needs and motives, and to evaluate whether consumers consider brand claims about meeting such needs as compelling and credible. Posttesting can indicate how effective they were.

4. posttesting.

Enables marketers to evaluate a campaign after it runs. Timing: after campaign has fun Research problems: advertising effectiveness, consumer attitude change, sales increase Techniques: aided recall, unaided recall, inquiry tests, sales tests

Conducting original research abroad can be fraught with problems:

First, the researcher must use the local language, and translating questionnaires can be tricky. Second, many cultures view strangers suspiciously and don't wish to talk about their personal lives. U.S. companies found that mail surveys and phone interviews don't work in Japan; they have to use expensive, time-consuming personal interviews

*define reliability:

For a test to be reliable, it must be repeatable—it must produce approximately the same result each time it is administered -An important characteristic of research test results.

* define validity

For a test to have validity, results must be free of bias and reflect the true status of the market. -an important characteristic of a research test.

5. sales tests:

However, many other variables usually affect sales (competitors' activities, the season of the year, and even the weather). Sales response may not be immediate, and sales tests sales tests, particularly field studies, are often costly and time-consuming. For consumer packaged goods, though, the cost of sales tests has been greatly reduced thanks to grocery store scanners. Finally, sales tests are typically more suited for gauging the effectiveness of campaigns than of individual messages or promotions.

IAG Research has developed a syndicated data service called ____ _____ that the company administers for such clients as American Express, General Motors, and Procter & Gamble. Using more than 80,000 surveys, IAG Ad collects key data about the ads that viewers watched the night before and generates a detailed performance analysis that includes brand recall, message understanding, likability, and purchase intent. This tool helps companies understand the actual effectiveness of their campaigns.34

IAG Ad

While marketing research provides the information necessary to make marketing decisions, IMC research uncovers the information needed for making ____ _____.

IMC decisions.

*Before developing any campaign, a company needs to find out how people perceive its products, how they view the competition, what brand or company image would be most credible, and what messages offer the greatest appeal. How do they find out this information?

IMC research

Companies develop a message strategy by blending elements of the creative mix. These include the product concept, the target audience, the communication media, and the creative message. To seek information about any or all of these various elements, companies use ______ _________ ________.

IMC strategy research

halo effect:

In ad pretesting, the fact that consumers are likely to rate the one or two ads that make the best first impression as the highest in all categories.

projective techniques

In marketing research, asking indirect questions or otherwise involving consumers in a situation where they can express feelings about the problem or product. The purpose is to get an understanding of people's underlying or subconscious feelings, attitudes, opinions, needs, and motives. ---indirect questions (such as "What kind of people do you think shop here?"), the researcher tries to involve consumers in a situation where they can express feelings about the problem or product. A technique used by one researcher includes asking individuals to find pictures that, for that individual, exemplify a brand, company, or person. --These pictures are used as the starting point for a discussion of why the pictures were chosen and what they mean. Projective techniques were adapted for marketing research after their use by psychologists in clinical diagnosis. But such techniques require the skill of highly experienced researchers.

4. messages

In oral communication, the idea formulated and encoded by the source and sent to the receiver. ---Pretesting helps identify outstanding, as well as underperforming, messages. It helps determine what (from the customer's point of view) a message says and how well it says it. If the message is an ad, an agency might test the headline, the text, the illustration, the typography—or the message concept. Most important, pretesting guides the improvement of commercials.

How do you regain lost customers?

Information gained for the first two Rs helps the third, regaining lost customers. For example, if an office equipment manufacturer discovers through research that an increase in service calls typically precedes cancellation of a service contract, it can watch for that pattern and take preventive action. Moreover, it can review service records of former customers and (if the pattern holds true) devise some marketing action or appeal to win them back.

It's important to understand that secondary data carry some potential problems such as:

Information may be out of date and therefore obsolete. Much of it is not relevant to the problem at hand. Some information from purported research is just wrong, so the findings are invalid. In other cases, the source may be unreliable. Finally, there is now so much information available (thanks to the Internet) that it's just overwhelming; it's extremely time-consuming to wade through it all.

*What does the BrandAsset Valuator do?

It measures brands in terms of differentiation, relevance, esteem, and familiarity, in that order. According to Y&R's theory, a brand must first develop differentiation—it must offer something unique and different—to survive. Second, it must be perceived by the target market as relevant to their needs and wants. Finally, it needs to build stature through esteem and knowledge. Once all these steps are accomplished, a brand achieves leadership status. In the mid-1990s, Y&R performed a study in 19 countries and found that Disney scored high on all these dimensions.16

quantitative research:

Research that tries to determine market variables according to reliable, hard statistics about specific market conditions or situations. -Sophisticated agencies use a balance of both qualitative and quantitative methods, understanding the limits of each and how they work together

A company must be clear about what decisions it has to make that the research results will guide. Once it knows the application, it can set down clear, specific research objectives. For example, a department store, noticing that it is losing market share, might write its problem statement and research objectives as follows:

Market Share: Our company's sales, while still increasing, seem to have lost momentum and are not producing the profit our shareholders expect. In the last year, our market share slipped 10 percent in the men's footwear department and 7 percent in the women's fine apparel department. Our studies indicate we are losing sales to other department stores in the same malls and that customers are confused about our position in the market. We need to make decisions about how we position ourselves for the future marketplace. Research Objectives: We must answer the following questions: (1) Who are our customers? (2) Who are the customers of other department stores? (3) What do these customers like and dislike about us and about our competitors? (4) How are we currently perceived? and (5) What do we have to do to clarify and improve that perception? This statement of the problem is specific and measurable, the decision point is clear, and the questions are related and relevant. The research results should provide the information management needs to decide on a new positioning strategy for the company. The positioning strategy facilitates the development of marketing and advertising plans that will set the company's course for years to come.

2. creative concept research

Measures the target audience's acceptance of different creative ideas at the concept stage. Timing: before agency production begins Research problems: concept testing, name testing, slogan testing Techniques: free association tests,Qualitative interviews, statement comparison tests

clutter tests:

Method of pretesting in which commercials are grouped with noncompetitive control commercials and shown to prospective customers to measure their effectiveness in gaining attention, increasing brand awareness and comprehension, and causing attitude shifts.

The specific media vehicle is the particular publication or program.

New York Times, Elle...wheel of fortune, ... facebook

standardization

On the other hand, standardization is important so that information from different countries can be compared.48 Otherwise the study will be meaningless. Balance is required to get the best of flexibility and standardization.

Step 3: Establishing Research Objectives

Once the exploratory research phase is completed, the company may discover it needs additional information that it can get only from doing primary research. For example, it may want to identify exactly who its customers are and clarify their perceptions of the company and the competition. To do so, the company must first establish specific research objectives.

*_______provides the marketer with useful guidelines for future advertising.

Posttesting (also called tracking)

Why do we use the 3R's?

So that you can remember what research does

1. merchandise

Synonymous with product concept when used in reference to the 5Ms of advertising testing. --Companies may pretest many things: the package design, how a message positions the brand, or how well it communicates the product's features.

*________ has greatly improved the observation method.

Technology **- One example is the Universal Product Code (UPC) label. ( An identifying series of vertical bars with a 12-digit number that adorns every consumer packaged good.) ---By reading the codes with optical scanners, researchers can tell which products are selling and how well. The UPC label not only increases speed and accuracy at the checkout counter; it also enables timely inventory control and gives stores and manufacturers accurate point-of-purchase data sensitive to the impact of price, in-store promotion, couponing, and advertising.

*define Posttesting (also called tracking):

Testing the effectiveness of an advertisement after it has been run.

*define pretesting:

Testing the effectiveness of an advertisement for gaps or flaws in message content before recommending it to clients, often conducted through focus groups. --Some agencies, like DDB Needham, pretest all copy for flaws in message content before recommending it to clients.20

who is the top research company?

The Nielsen Company

Step 2: Conducting Informal (Exploratory) Research

The second step in the process is to use informal (or exploratory) research to learn more about the market, the competition, and the business environment, and to better define the problem. --esigned to explore a problem by reviewing secondary data and interviewing a few key people with the most information to share. --Researchers may discuss the problem with wholesalers, distributors, or retailers outside the firm; with informed sources inside the firm; with customers; or even with competitors. They look for whoever has the most information to offer. In creating the campaign for Holiday Inn Express, account planners at Fallon spoke with individuals from the target market, but also with company executives, franchise owners, and consumers of competing hotel chains.

*marketing research:

The systematic gathering, recording, and analysis of information to help managers make marketing decisions. (it is NOT market research, which is information gathered about a particular market or market segment)

Focus groups aren't a representative sample of the population, but the participants' responses are useful for several purposes:

They can provide input about the viability of prospective spokespeople, determine the effectiveness of visuals and strategies, and identify elements in ads that are unclear or claims that don't seem plausible. Focus groups are best used in conjunction with surveys. In fact, focus group responses often help marketers design questions for a formal survey. - Following a survey, focus groups can put flesh on the skeleton of raw data.

Some researchers use a process called benefit testing. What does that do?

They present 10 to 12 product benefits to a market segment in a focus group. The idea is to test which benefits the group considers most persuasive or compelling. New technologies are making it easier to do market tests right in a consumer's home.

qualitative research

To get people to share their motives, beliefs, and perceptions, researchers use qualitative research that encourages consumers to openly discuss their thoughts and feelings in response to questions from an interviewer. Some marketers refer to this as motivation research. Unfortunately, no matter how skillfully posed, some questions are uncomfortable for consumers to answer. When asked why they bought a particular status car, for instance, consumers might reply that it handles well or is economical or dependable, but they rarely admit that it makes them feel important.

2. experimental method:

To measure cause-and-effect relationships, researchers use the experimental method.

3. pretesting

Used to diagnose possible communication problems before a campaign begins. Timing: before finished artwork and photography Research problems: print testing, TV storyboard pretesting, radio commercial pretesting Techniques: consumer juries, matched samples, portfolio tests, storyboard tests, mechanical devices, psychological rating scales

*IMC strategy research:

Used to help define the product concept or to assist in the selection of target markets, advertising messages, or media vehicles.

1. strategy research

Used to help define the product concept or to assist in the selection of target markets, messages, or media vehicles. Timing: before creative work begins Research problems: product concept definition, target audience selection, media selection, message element selection Techniques: consumer attitude and usage studies, media studies

--For example, when pretesting print ads, researchers often ask direct questions:

What does the advertising say to you? Does the advertising tell you anything new or different about the company? If so, what? Does the advertising reflect activities you would like to participate in? Is the advertising believable? What effect does it have on your perception of the merchandise offered? Do you like the ads?

Step 4: Conducting Primary Research

When a company wants to collect its own data about a specific problem or issue, it uses primary research. There are two types of primary research: qualitative and quantitative.

when companies don't pretest, they may encounter what?

a surprising reaction from the marketplace. Schering Canada received a torrent of complaint letters from customers who said they didn't like its commercial introducing the antihistamine Claritin to the over-the-counter market in Canada. Most negative responses, though, are more insidious: Consumers simply turn the page or change the channel, and sales mysteriously suffer. This is why it's also important to evaluate the effectiveness of a campaign after it runs.

For measuring sales effectiveness, _____ tests are often better than recall tests. An attitude change relates more closely to product purchase, and a measured change in attitude gives management the confidence to make informed decisions about advertising plans. Unfortunately, many people find it difficult to determine and express their attitudes. For mature brands, brand interest may be a better sales indicator, and companies now measure that phenomenon.

attitude

Some use _____ ______ to measure a campaign's effectiveness in creating a favorable image for a company, its brand, or its products. Presumably, favorable changes in attitude predispose consumers to buy the company's product.

attitude tests

IMC can shape and magnify a brand's position and image over time. But to use message strategies effectively, strategy research should inform a _______ for creatives to follow

blueprint

in the in-depth interview:

carefully planned but loosely structured questions help the interviewer probe respondents' deeper feelings. The big pharmaceutical company Schering-Plough, for example, uses in-depth interviews with physicians to find out what attributes doctors consider most important in the drugs they prescribe and to identify which brands the doctors associate with different attributes. --While in-depth interviews help reveal individual motivations, they are also expensive and time-consuming, and skilled interviewers are in short supply.

what methods are used specifically to pretest radio and TV commercials?

central location test& clutter tests

What are 2 indicators of successfully reaching your target market?

changes in awareness and increases in market share

nonprobability samples:

don't give every unit in the universe an equal chance of being included, so there's no guarantee the sample is representative. As a result, researchers can't be confident in the accuracy of the responses.39 Most marketing research needs only general measures of the data. For example, the nonprobability method of interviewing shoppers in malls may be sufficient to determine the shopping preferences, image perceptions, and attitudes of customers.

Through direct questioning, researchers can:

elicit a full range of responses from people and thereby infer how well advertising messages convey key copy points. Direct questioning is especially effective for testing alternative messages in the early stages of development, when respondents' reactions and input can best be acted on. There are numerous techniques for pretesting print messages, including focus groups, order-of-merit tests, paired comparisons, portfolio tests, mock magazines, perceptual meaning studies, and direct-mail tests.

creative concepts example

ex: kraft single slices brought in moms to view commercials , had to keep changing the messaging - once the moms agreed on something, the agency proceeded to copy testing.

*4. inquiry tests

in which consumers respond to an offer for information or free samples—researchers can test a message's attention-getting value, readability, and understandability. These tests also permit fairly good control of the variables that motivate reader action, particularly if a split-run test is used (split runs are covered in Chapter 13). The inquiry test is also effective for testing small-space ads. -Unfortunately, inquiries may not reflect a sincere interest in the product, and responses may take months to receive.

focus group :

in which the company invites six or more people typical of the target market to a group session to discuss the product, the service, or the marketing situation. The session may last an hour or more. A trained moderator guides the often freewheeling discussion, and the group interaction reveals the participants' true feelings or behavior toward the product. Focus group meetings are usually recorded and often viewed from behind a one-way mirror.

primary data:

information collected by the company or agency about a specific problem.. research gained directly from the marketplace --acquiring it is typically expensive and time-consuming. ex:--when Fallon planners interviewed drive-ups, they were collecting primary data.

1. the sampling methods

its research must reflect the universe (the entire target population) of prospective customers.

Each posttesting method has ________

limitations

Flexibility

means using the best approach in each market. If you're studying the use of laundry products, it's just as irrelevant to ask Mexicans about soy sauce stains as it is to ask Thailanders how they get mole out of their clothes.47

the broad media categories of print, electronic, digital interactive, direct mail, and out-of-home are referred to as ____ ________.

media classes

To develop media strategies, select media vehicles, and evaluate their results, agencies use a subset of IMC research called ____ ___.

media research

The final component of IMC strategy is the _______ _______

message element

assume you want to determine whether a new toy will sell in a particular market. The market consists of 10 million individuals. You show a prototype of the toy to five people and four say they like it (an 80 percent favorable attitude). Is that test valid?

no -Five people aren't enough for a minimum sample, and liking a toy is not necessarily a predictor of whether these people would buy it --Moreover, if you repeated the test with five more people, you might get an entirely different response. So your test also lacks reliability.

Instead, researchers use _______ samples extensively because they're easier than probability samples, as well as less expensive and time-consuming

nonprobability

Three basic research methods can be used to collect quantitative data:

observation, experiment, and survey

However, pretesting is not foolproof. The only way to know for sure if a message is effective is through ______. Here the marketer determines to what extent the message was seen, remembered, and believed. Virtually all testing assesses both cognitive change (e.g., increased awareness of a brand or the memorability of a slogan or benefit) and evaluative change (e.g., brand interest or more positive brand attitudes).

posttesting

To increase the likelihood of preparing the most effective messages, companies use ________

pretesting

There are two types of research data:

primary and secondary

Methods of Qualitative Research:

projective or intensive techniques.

To get a general impression of the market, the consumer, or the product, marketers typically start with _____ research.

qualitative

intensive techniques:

qualitative research aimed at probing the deepest feelings, attitudes, and beliefs of respondents through direct questioning. Typical methods include in-depth interviews and focus groups.

Companies use _______ research to gain reliable, hard statistics about specific market conditions or situations.

quantitative

Then, to get hard numbers about specific marketing situations, they may perform a survey or use some other form of ______ research.

quantitative EX: surveys, how many how much?

Thanks to a combination of computer-based interviewing, the Internet, e-mail, telephones, faxes, and courier services, the time required to conduct worldwide business-to-business research has been drastically ______.

reduced

A concise written statement of the research problem and objectives should be formulated at the beginning of any ____ ________.

research project

1. Observation method

researchers monitor consumer activities, typically in their native environments, such as a store, a park, or the workplace. -- They may count the traffic that passes by a billboard, count a TV audience through instruments hooked to TV sets, or study consumer reactions to products displayed in the supermarket. Most observation method research is performed by large, independent marketing research companies, such as ACNielsen and Information Resources, Inc. Healthtex, for example, subscribes to the services of NPD (National Panel Diary), which tracks the clothing purchases of 16,000 homes as a nationwide sample. From this, Healthtex can find out its market share and better understand statistical trends in the marketplace.

How do you recruit new customers?

researchers study different market segments and create product attribute models to match buyers with the right products and services. Marketers have many questions: What new products do consumers want? Which ideas should we work on? What product features are most important to our customers? What changes in the product's appearance and performance will increase sales? What price will maintain the brand's image, create profits, and still be attractive and affordable? Answers may lead to decisions that directly affect the product's nature, content, packaging, pricing—and IMC.9

*dominance concept:

researching which markets (geographic or otherwise) are most important to product sales and targeting those where it can focus its resources to achieve promotional dominance.

* Recall tests:

reveal the effectiveness of message components, such as size, color, or themes. But they measure what respondents noticed read or watched, but not whether they actually buy the product.

When advertising is the dominant element or the only variable in the company's marketing plan, ____ tests are a useful measure of advertising effectiveness.

sales

An important consideration in evaluating the validity of a survey is whether...

t has been administered to a randomly selected sample. If not, survey results cannot be treated as representative of the population of interest. We'll discuss some important issues regarding survey research in the last section of this chapter.