Research- Advertising tool

Steps
• Define The problem and R.O
• Exploratory research is an important part of any marketing or business
strategy. Its focus is on the discovery of ideas and insights as opposed
to collecting statistically accurate data. That is why exploratory
research is best suited as the beginning of your total research plan. It is
most commonly used for further defining company issues, areas for
potential growth, alternative courses of action.
• Descriptive research takes up the bulk of online surveying and is
considered conclusive in nature due to its quantitative nature. Unlike
exploratory research, descriptive research is preplanned and
structured in design so the information collected can be statistically
inferred on a population.
 • Causal research- opposed to the observational style of descriptive research,
because it attempts to decipher whether a relationship is causal through
experimentation. In the end, causal research will have two objectives: 1) To
understand which variables are the cause and which variables are the effect, and
2) to determine the nature of the relationship between the causal variables and
the effect to be predicted.
• Secondary sources
1. Client records
2. Trade publications
3. Gove publications
4. Commercial sources
5. Websites

Research approaches Contact methods Sampling Plan Research Instruments

First hand Mail Sampling unit Qquestionnaire
Observation Telephone Sampling size Psychological toos
Survey Personal interview Sampling procedure
Mechanical tools
Experiment Computer Projective tools
Focus Groups Qulaitative measures
• Laddering technique- The laddering method of interviewing … is a
technique that is particularly helpful in eliciting goals and underlying values,
and therefore, possibly helpful during early stages of user experience
research.
• attributes—At the top level of this hierarchy, attributes are most
recognizable by individuals. Individuals recognize the attributes of a product
or system easily. For example, “I like this car, because it is a convertible.”
• consequences—In turn, the attributes have consequences for the individual.
For example, the convertible makes its driver feel young and free. Each
attribute may have one or more consequences for any given individual.
• core values—Finally, each consequence is linked to a core value of the
person’s life. For example, the sense of youth makes that driver feel
attractive.
 Errors In research
• Getting obsessed with results
• Asking the wrong Questions
• Taking answers at face value
• Using wring research methods
• Biasing results- Interviewer, Sample, Non-
response, Source