Chapter 7 ADV3008

marketing research

The systematic gathering, recording, and analysis of information to help managers make marketing decisions.

IMC research

Research activities that focus on the development and evaluation of IMC strategies and tactics.

IMC strategy research

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

media research

The systematic gathering and analysis of information on the reach and effectiveness of media vehicles.

pretesting

Testing the effectiveness of an advertisement for gaps or flaws in message content before recommending it to clients, often conducted through focus groups.

posttesting

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

merchandise

Synonymous with product concept when used in reference to the 5Ms of advertising testing.

market

A group of potential customers who share a common interest, need, or desire; who can use the offered good or service to some advantage; and who can afford or are willing to pay the purchase price. Also, an element of the media mix referring to the various targets of a media plan.

motives

Emotions, desires, physiological needs, or similar impulses that may incite consumers to action.

message

In oral communication, the idea formulated and encoded by the source and sent to the receiver.

media subclasses

Smaller divisions of media classes, such as radio, TV, magazines, newspapers, and so on.

media classes

Broad media categories of electronic, print, outdoor, and direct mail.

media vehicles

Particular media programs or publications.

media units

Specific units of advertising in each type of medium, such as half-page magazine ads, 30-second spots, and so on.

marketing information system (MIS)

A set of procedures for generating an orderly flow of pertinent information for use in making market decisions.

informal research

The second step in the research process, designed to explore a problem by reviewing secondary data and interviewing a few key people with the most information to share. Also called exploratory research.

primary data

Research information gained directly from the marketplace.

secondary data

Information that has previously been collected or published.

primary research

Collecting primary data directly from the marketplace using qualitative or quantitative methods.

qualitative research

Research that tries to determine market variables according to unquantifiable criteria such as attitudes, beliefs, and lifestyle.

quantitative research

Research that tries to determine market variables according to reliable, hard statistics about specific market conditions or situations.

qualitative research

Research that tries to determine market variables according to unquantifiable criteria such as attitudes, beliefs, and lifestyle.

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.

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.

in-depth interview

An intensive interview technique that uses carefully planned but loosely structured questions to probe respondents’ deeper feelings.

focus group

A qualitative method of research in which four or more people, typical of the target market, are invited to a group session to discuss the product, the service, or the marketing situation for an hour or more.

quantitative research

Research that tries to determine market variables according to reliable, hard statistics about specific market conditions or situations.

observation method

A method of research used when researchers actually monitor people’s actions.

Universal Product Code (UPC)

An identifying series of vertical bars with a 12-digit number that adorns every consumer packaged good.

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.

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.

survey

A basic method of quantitative research. To get people’s opinions, surveys may be conducted in person, by mail, on the telephone, or via the Internet.

direct questioning

A method of pretesting designed to elicit a full range of responses to the advertising. It is especially effective for testing alternative advertisements in the early stages of development.

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.

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.

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.

attitude test

A type of posttest that usually seeks to measure the effectiveness of an advertising campaign in creating a favorable attitude or evaluation for a company, its brand, or its products.

recall tests

Posttesting methods used to determine the extent to which an advertisement and its message have been noticed, read, or watched.

inquiry test

A form of test in which consumer responses to an ad for information or free samples are tabulated.

sales test

A useful measure of advertising effectiveness when advertising is the dominant element, or the only variable, in the company’s marketing plan. Sales tests are more suited for gauging the effectiveness of campaigns than of individual ads or components of ads.

validity

An important characteristic of a research test. For a test to be valid, it must reflect the true status of the market.

reliability

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

universe

An entire target population.

sample

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

sample unit

The actual individuals chosen to be surveyed or studied.

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.

nonprobability samples

Research samples that do not provide every unit in the population with an equal chance of being included. As a result, there is no guarantee that the sample will be representative.