Comm 342 Chapter 6: Strategic Research

Strategic Research

All research that leads to the creation of an ad

Consumer Research

A type of market research that identifies people who are in the market for a product

Secondary Research

Information that already has been compiled and published

Primary Research

Information that is collected form original sources

Marketing Research

Research that investigates all elements of the marketing mix

Market Research

A type of marketing research that investigates the product and category, as well as consumers who are or might not be customers for the product

Content Analysis

Research that analyzes articles, news stories, and other printed materials for themes and positive or negative mentions of a brand or company

Media Research

The process of gathering info about all the possible media and marketing comm tools available to be used in a marketing comm plan

Concept Testing

When a simple statement of an idea is tried out on people who are representative of the target audience in order to get their reactions to the Big Idea

Pretesting

Evaluative research of finished or nearly finished ads that leads to a go/no-go decision

Evaluate Research

Research that determines how well the ad or campaign achieved its goals

Copytesting

Evaluating the effectiveness of an ad, either in a draft form or after it has been used

Posttesting

Research conducted after a message or campaign has run that seeks to determine the effectiveness of the comm effort

Quantitative Research

Research that uses statistics to describe consumers

Qualitative Research

Research that seeks to understand how people think and behave and why

Experimental Research

Scientific research in which an investigator controls most of the key variables in order to study the impact of manipulating one or more — changing the product’s price or the type of appeal in an ad, for example

Survey Research

Research using structured interview forms that ask large numbers of people exactly the same questions

Sample

In research, a subset of of the population that is representative of the key characteristics of the larger group

Random Sampling

The type of research sample requiring that each person in the population being studied has an equal chance of being selected to be in the sample

In-depth Interview

One-on-one interview using open-ended questions

Open-ended Questions

A qualitative research method that asks respondents to generate their own answers

Focus Group

A group interview led by a moderator

Friendship Focus Groups

Group interviews with people who know one another and have been recruited by the person who hosts the session, which is usually held in that person’s home

Crowdsourcing

Aggregating the wisdom of internet users in a type of digital brainstorming that collects opinions and ideas from a digital community

Expert Panel

A type of research that involves obtaining the opinions from a group of people who are recognized as experts in the area being studied

Consumer Research Panel

Info provided by an ongoing group of carefully selected people interested in a particular topic or product category

Observation Research

Qualitative research method that takes researchers into natural settings where they record people’s behavior

Participant Observation

A research method in which the observer is a member of the group being studied

Ethnographic Research

A form of anthropological research that studies the way people live their lives

Diaries

In advertising research, consumers record their consumption activities, including media use

Projective Techniques

A psychoanalytic research technique that asks respondents to generate impressions to gather insights about consumers and brands

Word Association

A projective research technique that asks people to respond with the thoughts or other words that come to mind when they are given a stimulus word

Network of Associations

The linked set of brand perceptions that represent a person’s unique way of creating meaning

Validity

The research results actually measure what they say they measure

Reliability

In research, you can run the same test over again and get the same results