ADVERTISING & MARKETING RESERCH

RESEARCH TECHNIQUES

1. SURVEYS

Using concise, straight forward questionnaires you can

analyze a sample group that represents your target market. The

larger the sample, the more reliable are the results.

i) IN PERSON SURVEYS:

They are one on one interview typically conducted in high

traffic locations such as shopping malls; you present people with

samples of products, packaging or advertising and gather

immediate feedback. These surveys can generate response rates of

more than 90%

ii) TELEPHONE SURVEYS

They are less expensive than in person surveys but costlier

than mail surveys consumers are off late resistant to relentless tele-

marketing & hence getting people to participate in phone surveys

has become increasingly difficult. These surveys generally yield

response rate of 50-60%.

iii) MAIL SURVEYS

They are a relatively inexpensive way to reach a broad

audience. Though they are cheaper than in person phone surveys,

they generate response rate of just 3% to 15% how.

iv) ONLINE SURVEYS

These surveys generate unpredictable response rates &

unreliable data as you have no control over the pool of respondents.

However, it is a simple and inexpensive way to collect anecdotal

evidence & gather customer opinions & preferences.

2. FORUS GROUPS

In focus groups a moderator uses a scripted series of

questions or topics to read a discussion among the group of people.

The participant should have no previous focus group experience.

These sessions take place in natural location. These focus group

session last for 1 to 2 hours & takes at least 3 groups to get to a

balanced result.

3. PERSONAL INTERVIEWS

Like focus groups, personal interviews include unstructured

open ended questions they last for about an hour and are usually

recorded.

Focus groups & personal interviews provide more subjective

data than surveys do. Their results are not statistically reliable as

they usually do not represent a large segment of population.

However both focus groups & interviews yield valuable insights into

customer attitudes & are excellent methods to uncover issues

related to new products or service development.

4. OBSERVATION

It has been noticed that individual responses to surveys &

focus groups are sometimes at odds with people’s usual behavior

when you observe them. Consumer in action at stores, work or at

home you can observe how they buy or use a product. This gives a

more accurate picture of customer usage habits & shopping

patterns.

5. FIELD TRIALS

New products are placed in selected stores to test customer

response under real life selling conditions. This helps the

manufacturer to make product modifications, adjust prices or

improve packaging. Small business owners try to establish a rapport

with local store owners. In certain cases websites helps them test

their products.

RESEARCH PROCESS

a) FORMULATE A PROBLEM:-

You have a problem & then checkout & form a hypothesis, find

out the objective of the whole exercise & then create the factors

what could have been the cause of a problem. Create a certain

scenario to understand what went wrong e.g. setting up new factory

for new product.

Need to know if the market is ready for the product and

whether they are willing to buy the product or not.

b) DETERMINE RESEARCH DESIGN – 3 Kinds

i) Exploratory

Any kind of research where predominantly it’s for products /

services need to launch.

ii) Descriptive

There are already people in the market & you will be an

additional player in the similar product category.

iii) Causal Research

It is when you have an event that has taken place & has come

to a conclusion but one is still trying to find the cause e.g. Bihar

elections.

c) DESIGN DATA COLLECTION METHOD & FORMS

- Hypothesis in place

- Research design

- Research Techniques

- Forms

- Questionnaire differs for different

d) DESIGN SAMPLE & COLLECT DATA.

Probability Sample – Sample that you choose to participate in

market research most scientific & logical method of sampling not

done randomly.

e) ANALYSIS & INTERPRET DATA

1. Prepare the raw data

2. Enter the data into the computer

3. Tabulate the data

4. Determine whether significant differences exist in both

categories

5. Explain why differences exist

6. Make recommendations

f) PREPARE THE RESEARCH REPORT

RESEARCH DESIGN

I. DESCRIPTIVE RESEARCH

USES TYPES 1) Estimate proportion of people in

a population who behave in a

certain way

Longitudinal study

a) True panel

b) Omnibus Panel 2) Make specific predictions Cross Sectional Survey

a) Simple Sample Survey

TYPES

1) LONGITUDINAL STUDY

It relies on panel data. The panel is a fixed sample of subjects

that is measured repeatedly.

a) TRUE PANEL -

It checks how many people buy/react to a stimulus. It

repeatedly measures the same entities. For instance AC Nielson has

40,000 households as a basis of its ‘house scan’ service. The

samples are asked, each time a purchase is made, questions

regarding where they purchased and the price paid.

Each sample is measured each time on the same

characteristic, for instance, purchases.

b) OMNIBUS PANEL:

The same sample is still selected and maintained but

information collected is various, for instance, once a product may be

tested and the next time the ad copy. An omnibus study suggests,

therefore, the inclusion of many variables or many subcategories of

variables. For instance, parker pens maintain a panel of 1100

individuals to evaluate writing instruments.

A sub sample from the total sample is chosen, for instance, those

who use fountain pens are regarded as a sub sample and only they

are called upon to evaluate a new fountain pen. Similarly,

Nickelodian maintains children of different age groups to evaluate

programmes and concepts.

2) CROSS SECTIONAL ANALYSIS

This studies how different categories react to stimulus a no. of

times. It involves simultaneous occurrence of the variables of

interest.

a) SIMPLE SAMPLE SURVEYS.

Here, for instance 1000 consumers of a product may be

chosen then different brands manufacturing the same product

conduct a sample survey.

BRAND PURCHASED POPULATION OF

USERS DURING THE

1ST TIME PERIOD

POPULATION OF

USERS DURING 2ND

TIME PERIODA 200 250

B 300 270

C 350 330

D 150 1501000 1000

Another example would be a per-capita consumption of soft drinks

in a month.

AGE PER-CAPITA CONSUMPTION20- 29 48

30- 39 42

II. EXPLORATORY RESEARCH

USES TYPES1) a. Formulate Problem more

Precisely

1) Literary Search

b. Develop Hypothesis

2) a. Establish Priority for

Research

2) Experience Survey

b. Eliminate impractical ideas c. Clarify Concept

3) Gather information about

practical problems regarding the

carrying out of research on

particular conceptual statement

3) Focus Group

4) Increase the Analysts

familiarity

4) Analysis of selected cases

EXPLORATORY RESEARCH:

It is good for problems, where little is known.

TYPES

1) LITERARY SEARCH:

a) Keep database of competitors as ‘competitor’s profile’ with the

help of trade literature.

b) Conceptual Literature:

It is the works of psychological, sociological, personnel and

marketing journals to understand employee satisfaction /

dissatisfaction.

2) EXPERIENCE SURVEY

a) It focuses on architects and designers in a situation where a

builder tries to comprehend competitors.

b) It could also include sales managers, product managers or sales

representatives.

3) FOCUS GROUPS

a) It is used to generate a hypothesis that can be further tested

b) It helps generate information in structuring consumer

questionnaires

c) It helps provide over all information on a product category.

d) It secures impressions on new product categories, for e.g. Harley

Davidson conducted a research in the 70s before re-introducing

their products in the market. They conducted a survey on 16000

people. The focus Groups consisted of current owners, would be

owners and owners of other brands. The common themes as

responses that emerged were enjoyment, great outdoor, and

freedom. They then followed it up with mailers asking psychological,

sociological and demographic specific questions. 30% of the

respondents across the board highlighted the following:

independence, freedom and power.

A typical focus group project has 4 groups of maximum 12

participants. Certain requirements for a focus group are

1) Each group must be homogeneous

2) Each participant has had no past focus group experience.

3) No friends and relatives of the participants and / or of the

company that wishes to get the research done can participate.

4) It lasts for 1½ to 2 hours.

5) Ideas from 1 group are thrown open to the next group as an

introductory hypothesis. A hypothesis is a statement that specifies

how 2 or more measurable variables are related.

6) When the latter group stops throwing up new ideas, the focus

group discussion ends.

7) A focus group moderator must lead the discussion.

FOCUS GROUP MODERATOR’S QUALITIES

1) Superior Listening Ability

An effective moderator knows how to paraphrase to restate

the comments of a participant when necessary to ensure that the

content of the comments is clear.

2) Excellent short Term Auditory memory

The moderator must remember comments of participants

made early in a group, they co-ordinate them with comments made

later by the same or other participants.

3) Well organized

The concepts must be seen in logical sequence from general

to specific and keep similar topics organized together. The

moderator should keep track and all details associated with

managing the focus group process.

4) A Quick Learner

The moderator must learn enough about a subject quickly in

order to develop an effective guide and conduct successful group

sessions. An effective moderator must identify the key points in any

topic and know to listen and probe for nuances that make the

difference between an extremely informative & average group

discussion.

5) High Energy level

Group discussions can get boring if it does, it lowers the

quality of the information that participants generate. The best

moderators inject energy and enthusiasm into the group.

6) Personable

Development of an instinct and instant rapport is vital for a

moderator as it enables the participants to become actively

involved.

7) Well above Average Intelligence.

This is a vital characteristic & fundamental requirement of an

effective moderator. As no one can plan for every contingency that

might occur in a focus group session. A moderator must think on his

feet to process information generated by the group. He must then

determine what line of questioning will most effectively generate

further information needed to achieve the research objective

4) ANALYSIS OF SELECTED CASES

It is an intensive study of selected cases, where various

attributes may be analyzed. For instance, the attitude of the

investigator may be under scrutiny.

The investigator’s integrative powers i.e. the capacity to put

together different bits of information is analysed. An in-depth,

intensive study of the background is imperative and important.

III. CAUSAL RESEARCH DESIGN

USES TYPES 1) It provides evidence regarding

the causal relationship between

variables by means of

concomitant variation

1) Lab. experiment

2) Field experiments

2) Time order in which variations

occurs

3) Elimination and other possible

explanation

USES

1) CONCOMITANT VARIATION

A. QUALITATIVE VARIATION

For instance the market is studied to understand the

contribution of good salesman that provides a market share that

is satisfactory. Simultaneously it also studies how poor salesmen

contribute to a dissatisfactory market share. To study this 100

sales representatives both good and bad are chosen.

DEALER

QUALITY

MARKET

SATISFACTORY

SHARE

DISSATISFACTOR

Y

TOTAL

GOOD 40 20 60

BAD 10 30 40

In the satisfied territory 67% are good, while 25% are bad.

In the dissatisfied territory 33% are good and 75% are bad.

The perfect scenario would have been if all good dealers were

in the satisfactory territories and all the bad representatives in the

dissatisfied territory. But, in reality, that is not how the market

works.

B. QUANTITATIVE VARIATION

For instance single v/s married people studied to

understand the level of consumption of candy. The samples are

3009 in number. The single participants being 999 and the

married ones being 2010.

MARTIAL

STATUS

CONSUMPTION

Eat Regularly

OF CANDY

Do Not Eat

Regularly

TOTAL

SINGLE 750 249 999MARRIED 1265 745 2010

3009

Those that eat regularly as single samples constitute 75% and

those that do not eat regularly constitute 25% from the total of

999.

Amongst the married participants 63% eat regularly, and

37% do not eat regularly out of the total of 2010.

This study shows how a larger portion of single people

consume candy, while just 63% of married people consume

candy. Thus, showing a relative difference between the eating

habits of single and married people with regard to the

consumption of candy.

2) TIME-ORDER

This refers to a situation where the cause happens before the

effect.

3) ELIMINATION OF OTHER POSSIBLE EXPLANATION

For instance a research analyst wanting to analyze what

influences purchase based on the displays at a store looks at factors

that need to be eliminated such as store size, price of product etc.

TYPES

EXPERIMENTAL TYPE:

An experiment is conducted to measure a scientific

investigation in which, the investigator manipulates and controls

one or more independent variables.

LAB AND FIELD EXPERIMENTS

An investigator creates a situation with the desired conditions

and then manipulates some variables, while controlling others.

LAB EXPERIMENTS

Simulated shopping are organized for samples who are told to

make 8 trips knowing there is a price change and see for

themselves, if they change the brand. This is an attempt to study

the causal effect of price change.

FIELD EXPERIMENTS

In this case the subjects used as samples are not aware of

price change. The variable that is the price is altered in its natural

environment and once again the samples are studied for cause and

effect.

PSYCHOLOGICAL TEST

PROJECTIVE TECHNIQUE

Description of vague objects requires interpretation, which is based

on the individuals own background, attitudes and values. The

vaguer the object to be described the more one has to reveal of

oneself. In order to implement the projective technique 4 categories

from clinical psychology are used.

1. Free Association test

This test refers to the 1st word that comes to mind when

presented with a stimulus.

Free word Association

This refers to the 1st word or thought required to make

connection with the stimulus.

Successive word Association

It is a series of words that enables the interpretation of a

thought.

2. Completion techniques

This is an attempt to complete an incomplete stimulus.

Sentence completion test

A series of words as part of a sentence representing an idea or

thought is presented; the 1st relevant thought associated with the

sentence that is incomplete enables the completion of the sentence

Story Completion Test

Initial information about a particular issue in a relevant

context is provided as a skeletal idea. The story thus presented is

fleshed out by the sample.

3. CONSTRUCTION TECHNIQUES

This method enables the construction of dialogue, story

description like completion technique, but has less initial information

provided.

Cartoon Technique

This is where one character’s dialogue is given in a bubble

while the other’s response &/or sub-conscious thought must be

provided by the respondent be it a bubble or a cloud.

Third person technique

Respondents are asked what others do a in given situation &

the response of the respondents reveal what in reality they

themselves would do which they normally will not share in public.

Picture Technique

This encourages the use of pictures to make respondents feel

& then tell what they think especially when the pictures are quite

vague so that the respondents use their imagination.

Fantasy Scenario

One makes up a fantasy about product or brand attributing

physical characteristics that are associated with

psychographics.[paint,sunfeast]]

Personification

Human characteristics are found in several products or

brands, thus making the product or service more acceptable to the

public.[hum hai na]

4. EXPRESSIVE TECHNIQUE

Role Playing

Respondents play roles of another person, for instance, sales

representatives that sell a product to other customers reveal the

role player’s attitude towards different jobs and professions.

PHYSIOLOGICAL TESTS

GALENIC SKIN RESPONSE

It uses the device similar to the polygraph machine used in life

detection. Respondents are linked by electrodes to a monitor and

are exposed to a no. of stimuli. The monitor records the impact of

the advertisements on the nervous system by measuring the

amount of perspiration on the hands of the respondents. The

advertisements effectiveness is judged on the basis of the reaction

registered on the monitor.

EYE MOVEMENT CAMERA

It is a device that records continuously the activity of the eye

both horizontal and vertical as it reads printed material. By

analyzing the ‘ROUTE’ taken the researchers can determine which

part of the ad attracted the initial attention &/or which appeared

confusing.

PUPIL DILATION

A pupil meter is used to measure the contraction or dilation of

the pupil. The basis of this test is the pupils dilate when respondents

receive an interesting / pleasant stimulus. Conversely the pupil

contracts when individuals receive uninteresting or unpleasant

stimulus. By comparing the changes induced by a message against

the base line produced through the use of neutral stimuli a measure

of the effectiveness can be obtained. However, there is a

disagreement about what the pupilometer is measuring a pupilary

change may reflect an emotional response to a stimulus or may

result from a stronger stimuli in mental activity regardless of

whether it is pleasant or unpleasant.

BRAINWAVE PLANS ANALYSIS

The brain emits a no. of electrical signal that can be

monitored. Some of the signals reflect the level of interest the

respondent has in whatever stimulus he or she is confronted with.

The brain wave may indicate a respondent’s interest in a

commercial, package or product. The left & right hemispheres of the

brain produce brainwaves based on qualitatively different stimuli.

VOICE PITCH ANALYSIS

The pitch of the voice may be graphically measured enabling

the analysis of the respondent’s response to positive, negative &

neutral stimuli. It is a method that is not widely used.

NEW PRODUCT RESEARCH

1) Develop overall strategy based on market trends.

2) Develop a flavor of new product ideas from a variety of

sources.

3) Develop preliminary procedures for screening new ideas.

4) Develop procedure for final screening

5) Develop product specifications with regard to optimum

product attributes

6) Test the product.

7) Test market the product.

8) Commercialize and supervise the product through its life cycle

and its termination or phase out

PRODUCT TESTING

1) Paired comparison test:

Consumers are not told about the brand and are given a new

and an old product and are asked to choose. The samples know that

they are testing and are aware therefore, about a probable

difference (very much like psychological testing)

2) Staggered comparison test:

Respondents test 2 brands with a time lag with the identities

masked. One half of the respondents receive brand A, the other half

brand B. Further, the respondents are given the same products in

reverse and are asked to note any difference in the Brands.

3) Disguised comparison Test:

This duplicates the actual market where for different brands,

the same packaging is used for different brands and the

respondents are told that they will be asked about their preferences

later. In this case, the respondents are studied in order to recognize

if they have noticed any difference at all. Further, they are not

aware of the test and believe the product to be a free sample.

PAIRED STAGGERED DISGUISEDSlightly Aware

of difference

62 60 2

Quite Aware of

difference

17 18 5

Not Aware of

differences

21 22 93

100 100 100

This study of any given product of a brand examines how

disguised packaging shows that there is no or minimum recognition

of difference. While respondents participating in paired comparison

with those participating using the same product in a disguised

comparison test.

What is interesting to note that as samples are aware of being

participants in a test, even slight changes are noticed by them

especially ‘paired’ and ‘staggered’ participants

However, those that are not aware of being part of a test find

it almost impossible to note subtle changes.

SAMPLING

PROBABILITY SAMPLING

This refers to the sample that has the probability of choosing

all elements in a given scenario.

1) Simple Random Sampling

It guarantees in the long run that every probable sample

of a given size will be selected with known and equal probability. For

e.g. a deck of playing cards well shuffled a no. of times ensures that

all probable combinations occur.

2) Stratified Sampling

The universe is divided into groups including all items:

STORE SIZE

(Stratum)

NO. OF STORES PERCENTAGE OF

STORESLARGE 20,000 20

MEDIUM 30,000 30

SMALL 50,000 50

TOTAL 1,00,000 100%

3) Cluster Sampling

Here, universal elements are chosen in groups rather

than individuals. The groups are formed as homogeneous units.

i) Area Sampling

This is formed on a geographic basis where

demographic considerations are important. There is no list of

elements available necessary for study. So one relies on elements

that are available, such as pin code, suburbs etc. For instance a

sample list is created while listing all outlets that sell certain

commodity in a specific area, then another area sample is created

narrowing down the area.

ii) Systematic Sampling

This method assumes a list exists. For instance, a

particular kind of cluster is taken into consideration where 100

dentists offering dental insurance are studied. The 1st cluster would

be from the 2nd; every 5th sample and the nest cluster from the 3rd,

every 5th sample and so on and so forth. These clusters are

therefore formed with little subjective probability.

Probability Sampling is objective. Each sample has an equal

chance to be a representative. Everyone has an equal opportunity.

There is high probability of participants being chosen.

NON-PROBABILITY SAMPLING

This method of sampling suggests the probability of choosing all the

elements being unknown. (There is greater element of error.)

i) Convenience Sampling

This refers to choosing samples that are easy and cheap, for

instance, TV audiences are supposed to represent the nation

(opinion polls, who knows how many people polled)

ii) Judgment Sampling

This is when experts in a subject pass value judgment on selections

made. For instance, sales managers and sales representatives select

a sample of grocery stores in an area that they consider

representative.

iii) Quota Sampling

This is based on a strategy where demographic conditions such as

age and sex are considered. It is different from stratified random

sampling. While stratified is objective, quota samples are chosen by

field workers who choose according to subjective consideration such

as convenience. As each quota representative is left to be chosen by

field workers, it is non- probability sampling.

iv) Purportive Sampling

This refers to the universe of samples chosen out of convenience

that are then analyzed as a representative study of a market. For

instance, the choice of brands of a particular product or service

chosen for studies is a choice made by the researcher purely based

on subjective consideration.

CONCEPT TESTING

It is the method to determine the best of the no. of possible

appeals to use in advertising. A creative concept is defined as a

simple explanation or description of the advertising idea behind the

product. For e.g. tourism association develops several appeals that

might motivate prime prospects to drive 2 hours to the mountains

from a large metro area in another state. The appeals put together

are as follows:-

1) Only 2 hours drive to relax

2) Mountain in your own backyard

3) A family playground in the mountain

4) Escape to white water rafting, fishing and other outdoor

sports.

5) Weekend vacation package.

Using cards with theme statements &/or rough layout, the

advertiser tries to get a ranked order of consumer appeals of the

various concepts. A consumer reacts only to the themes presented

to them. A researcher may find that the consumer has chosen the

best of several bad concepts.

CONCEPT TESTING

I) PRINT

a) CARD TEST

Change elements in a card and ask respondents to select the

element layout they prefer subtle changes are made.

b) POSTER TEST

Size, layout, color etc are changed and the respondents

choose what they prefer. More gross changes are made.

c) LAYOUT TEST

The complete layout or parts of the layout are changed and

respondent’s reactions are recorded. Subtle and gross changes are

made.

II) BROADCAST

a) ANIMATICS

This is art work in the form of either cartoons or realistic

drawings showing limited movement.

b) PHOTOMATICS

These are photographs shot in sequence still images are

worked into a sequence. Like a storyboard, it shows staccato frames

to show how the story goes. Various elements can be changed in

this method and as you look at the image you can decide what

changes need to be made. This makes manipulation easier and

involves lesser time and technology.

c) LIVEMATICS

This involves filming or taping live talent and is very close to

the finished commercial. This method is useful because it can

showcase the entire range of emotions that the respondents display

when shown the product. This can be used to convey the mood of

the final commercial when the real model will be used.

d) RIPOMATICS

The conversion is made from footage of other commercials

taken from ad agency promotional reels. They are usually used for

experimentation on visual techniques.

(e.g. Prints taken from foreign miniature samples and customized).

COPY TESTING – MEASURES & METHODS

To test and copy, the researches must know both what the

copywriter is trying to accomplish and what assumptions are being

made as to how the various copy components will contribute to this

end.

Typical measures used to judge advertising effectiveness

Measures dealing with recognition, recall, comprehension,

believability, persuasion and attitude change. All involved

assumptions on how advertising works.

(Def): PRE-TEST

It is used to use to determine what weaknesses exist in the

copy and concept before too much money time, marketing,

schedules and plans have been put in place on the advertising.

(Def): POST-TEST

It attempts to measure the combined effect of the advertising,

the media used, the scheduling, the products distribution and

competitive advertising.

CREATIVE STRATEGY RESEARCH

A products creative strategy is concerned mainly with

determining what message can best elicit the desired response from

members of the target audience.

CONSUMER JURY (pre-test)

Personal interviews are used or a group is assembled and the

members asked to vote on the alternatives. It provides a rating

given to an advertisement by a group of consumers who represent

potential buyers of the product.

PORTFOLIO TEST

These tests are named after the manner in which the

advertisements to be tested are packaged. The ads are placed in a

port folio. The respondents are asked to recall with the folio closed,

the ads that they can remember. Such recall may be on a

completely unaided basis, or the interviewer may aid recall by

asking about specific ads or ads for specific products. For each

recalled ad the respondent is asked to playback as much of the ad

as possible. The information is recorded verbatim.

PSYHOLOGICAL TESTS

They differ in the methods used Advertising effectiveness

depends on the results achieved in mind of the individual reached

by the advertisement. Ideally, one can list reactions such as: - self-

pity, security, fear, nostalgia, anxiety etc.

Psychological tests employ clinical research techniques such

as words association, sentence completion, in depth interviews, and

story testing. Only skilled interviews can be used.

INQUIRIES [POST TEST]

It measures the advertisements worth.

1) Place the ads in different places in a copy where all other factors

remain equal then check how man inquiries are made.

2) Place the same ad in different magazines and do a similar check.

3) Split – run

SALES TESTS [POST TEST]

These tests are done by either using POP’s or direct mail.

POP

Consumers are exposed to alternative pieces of copy or

product sales are measured into stores keeping the same copy.

DIRECT MAIL

This is done with the use of coupons. One group is shown a TV

ad and the other is not. Then both groups are given coupons, to buy

the product that has been advertised. The researcher then

measures the influence of TV ads on both groups.

PRODUCT RESEARCH

1. NEW PRODUCT VARIATION

Manufactures and service providers need to constantly look

for new concepts a part of their market strategy.

This helps not only to stay ahead of competition but also for

maintaining and generating new markets.

2. SCREENING

A new product variation is developed through Research &

Developement. Here, the product already exists and we look for

different attributes to add on new ideas to make the product more

viable to the market in the form of product extensions. It could

involve changing a component of the product and offering it as a

new product.

3. CONCEPT TETING

a. Focus Groups

b. Mail Intercepts

(Stop people at a mall and use them as samples)

4. BUSINESS AND MARKET ANALYSIS

a. Company audit

Introspection within the company to see whether it is meeting

its sale target etc.

b. Market Testing

Testing competitive ideas, market awareness, market

recognition and how the competition is doing.

5. ACTUAL PRODUCT DEVELOPMENT

This test is to see whether the end product does what the

screen test says it will do check whether attributes in the product

match the claims that have been made about it.

6. MARKET TEST

Test market the product using one set of demographics and

geographic area.

7. COMMERCIALIZATION OF PRODUCT

The company and the ad agency must develop and evaluate

all avenues of advertising and promotion.

8. INNOVATION, DIFFUSION, ADOPTION

Innovation: - Introduce product variation

Diffusion: - Market penetration (e.g. surf excel talking about water

saving)

Adoption: - Adjust to market changes (e.g. Jumbo wada pav, Suzuki

swift)

ADVANTAGES AND DISADVANTANGES OF PERSONAL

INTERVIEWS

There are 4 guidelines that help researchers obtain meaningful and

worthwhile information

a. make an appointment for the interview

b. Avoid the presence of a 3rd party

c. keep the interview on track

d. Let the respondent do the talking

ADVANTAGES OF PERSONAL INTERVIEWS

1. Intensive and extensive information

2. Flexibility (Schedule, location, pose question in random order)

3. Corrections are possible

4. Interviewee has time to think

5. Private and personal information

6. No Ambiguity

7. Psychoanalysis is possible

DISADVANTANGES

1. Takes more time, money and effort.

2. Training required to conduct the interview

3. Bias of the researcher

4. Practical difficulties of the interviewee

5. Cooperation of the interviewee.

VALIDITY, CREDIBILITY, SENSITIVITY AND

RELIABILITY

Copy testing involves accessing the validity and reliability of various

types of tests

Measures that are taken to assess VALIDITY are:-

a) Advertisements to be targeted with respect to the

communications objective and a copy test that content must have a

measurable and useful variable that represents the objective.

Therefore, the validity of a particular copy test will depend on the

advertising response that is desired. Here, the company can see

whether the right connection is made or some other connection is

made in the minds of a consumer.

b) Given that the target population can be sensibly defined the

subjects in the test should be representative of the target

population.

c) It is important to know the reaction of the respondents to the test

environment and the measuring instruments. You have to check

whether the respondents are comfortable with the measuring scales

used as they would give contradictory responses if uncomfortable.

d) The frequency of response also validates the copy. A respondent

is asked to see an advertisement multiple times to see if there is

consistency in reaction no matter what mood they are in.

CREDIBILITY / PREDICTABILITY

Copy test of an ad may be considered monotonous because of

its predictability in the sense that a product by its very nature lends

itself to a copy that in unavoidable. Hence, the predictability factor

is very high for the ad to be credible efforts must be made to strike

a balance between being faithful to the product and being

individualistic while creating ad copy. Respondents invariably find

copy lacking individuality hence, the respondent and therefore the

customer reaction----therefore advertising efforts should be made to

create a non-predictable copy. FMCG’s such as soaps are so similar

that the ads seem similar as well as therefore an ad is remembered

but not the brand as very few actually stand out. Hence, the

concept, should try to be non-predictable.

RELIABILITY

Reliability of a product or service is also tested by the success of the

ad; as the ad must contain a USP of the brand of the product or

service. The reliability and therefore the success of copy is tested

when respondents accept/reject claims made by advertisements on

behalf of the manufacturer or service provider. Reliability explores is

the ad in tandem with what the customer expects and what the

company claims (e.g. versa ad)

SENSITIVITY

It involves a test that should help differentiate between

commercials between brand groups as products have similar

sounding USP’S. Brands must therefore make special efforts to

create distinction. Similarly, these brands should try to create a

separate identity that is identifiable by the market; an identity that

is represented by intangible values. Thus, brands individuality must

seem meaningful.

HALO EFFECT

When a person for instance is considered good in a category

one is likely to make a similar evaluation of the person in other

categories. For e.g. If a person dress like a rock star it is assumed

that he can sing, dance and play the guitar.

Another instance of the halo effect is when an individual

particular characteristic is transferred to every other aspect of the

person’s life. Researchers rely heavily on such associations as it

enables advertisers to highlight features of a product or service with

the help of the singular characteristic of the individual. This is used

for instance when a performer or an entertainer is used to endorse a

product or service in the hope that the halo effect of the entertainer

falls on the product.

STABILITY

It refers to the consistency of a result or of a measure at

different points in time. For instance a list designed to measure

proof reading ability is administered during the 1st week of an

editing class and again during the 2nd week. The list possess stability

if the 2 results are consistent caution should be exercised whenever

stability is used to measure reliability as people and things change

overtime therefore, in the proofreading example it is possible for a

person to score higher the second time because some people

actually improve from week 1 to week 2. In this case, therefore the

measure is not really limitable as actual change has occurred.

MEASURING ADVERTISING EFFECTIVENESS

1. PRE-TESTING

a. Focus Group

b. Sales Test

c. Physiological Test

2. POST TESTING

1) Enquiry Test

2) Split Run

3) Recall Test

Four major reasons for measuring advertising effectiveness are:-

1. To avoid costly mistakes

2. Evaluate alternative strategies

3. Increase efficiency of advertising

4. The results serve as input into the situation need to be

analyzed for the next launch:

The methods are:

Field and Laboratory Testing

BRANDING REASEARCH

Branding research is conducted for products, services or

people. It 1st determines attributes and benefits and a product in a

specific target market. The information is obtained through

qualitative research. The perception of each of their attributes is

then tested quantitatively. This kind of research helps the SWOT

analysis of a brand.

The benefits of branding are:-

1) Customers get additional value from branding attributes for

which they are willing to pay a police.

2) The company’s gains through cost saving that is obtained

from loyal customers. They also gain from the revenue

generated by the added value. Further overall branding helps

the company make optimum use of the companies yet

uncovered potential, threats and opportunities that would rub

off on the brand image.

3) Uncover the difference between desire and actual perceived

image.

4) Maximize acquisition of new customer and market

penetration.

5) Minimize loss of current customers.

6) Safeguard and increase the income revenue

7) Improve marketing and sales planning.

PACKAGING RESEARCH

Package graphics and copy are critical market variables in any

product category particularly for non-advertised or under advertised

brand. In self service shopping environment there is a greater

likelihood of the customers reaching to design change in the

existing package.

These are 4 packaging research services that may be used:-

1) PACKAGE SCREEN

It involves the screening of 10-20 alternatives package

designs and are objectively analyzed and 1 is finally chosen.

2) PACKAGE CHECK

It is an internet bared system where the representative

sample is placed in the website and the respondent sees only one

design and is asked to respond to a series of questions. This study is

based on 75 completed interviews.

3) PACKAGE TESTS

This is a comprehensive internet based testing system where

the representative sample from the internet panel is chosen and

qualified respondents are invited to evaluate the package design.

4) CUSTOME/ADHOC DESIGN PACKAGE RESEARCH

This involves communication that is interactive the

respondents are asked to read and interpret the package design,

graphics and copy; they are then analyzed in an interview.

PRICING RESEARCH

These are 2 main approaches to pricing research.

1) GABOR-GRANGER TECHNIQUE AND CONJOINT ANALYSIS

Gabor Granger research is named after the economists who

invented it in the 1960’s. The customers are 1st asked if they would

buy a product at a particular price, the price is then changed and

once again the respondents are asked the same question. By taking

sample responses of customers and analyzing them researchers can

see what is the level of demand at each price level.

2) CONJOINT ANALYSIS

It is a technique that allows to workout the hidden rules

that people use to differentiate between products and services

by understanding precisely how people decide and what you can

workout, what are the features and services in comparison with

the cost that the customers are looking far.

RATING SCALES (add to measuring ad effectiveness)

LIKERT SCALE

A number of statements are developed with respect to a topic

and respondents can strongly agree, agree, be neutral, disagree or

strongly agree with the statements given. Each response option is

weighted and each subject’s response added to produce a single

score of the topic. To maintain measurement consistency the scores

are reversed for a negatively worded statement.

The Basic procedure for developing a LIKERT scale are:-

a) Combine a large number of statements that relate to a

specific dimension whose some are positively worded and

negatively worded.

b) Administer the scale to sample of randomly selected

respondents.

c) Code the responses – continuously so that high scores indicate

stronger agreement with the attitude in question.

d) Analyze the response and select for the final scale those

respondents that most clearly differentiate the highest from

the lowest scorer.

STATEMENT 1

Only US citizens should be allowed to own broadcasting

stations.

RESPONSE SCORES ASSIGNED

Strongly Agree 5Agree 4Neutral 3Disagree 2Strongly Disagree 1

STATEMENT 2

Prohibiting foreign ownership of broadcast stations is bad for

the business.

RESPONSE RESERVED SCORES ASSIGNEDStrongly Agree 1Agree 2Neutral 3Disagree 4Strongly Disagree 5

SEMANTIC DIFFERENTIAL SCALE

This technique is used to measure the meaning and item as

far as an individual. Research indicates that 3 general factors are

measured y semantic differential such as

Activity

Potency

Evaluation

To use this technique a name or a concept is placed at the top

of a series of 7 point scales anchored by bi-polar attitudes. For e.g.

Biased unbiasedTrustworthy UntrustworthyValuable WorthlessUn-fair Fair

This technique has helped to measure attitude towards time

magazine. The bi-polar adjectives typically anchor evaluates scales

such as:

Good, bad, pleasant/ unpleasant.

DEFINITIONS

CLUTTER TEST[BROADCAST PRETEST 1]

It is predominantly used for broadcast testing. It is used in two

instances:

1) Researcher Test a product for recall and recognition of

the same product of different brands. It helps the

researcher to test, recall and recognition of the number

of products that are advertised.

THEATRE TEST[BROADCAST PRETEST2]

During a regular show in a theatre advertisements are shown

in regular slots and are tested for recall. Audiences in the theatre

who are unaware of the test ads are asked to recall the

advertisement.

LIVE TELECAST TEST[BROADCAST PRETEST3]

These tests are mostly conducted on cable TV. There are two

instances where these tests are conducted:

1) Test ads are shown and sample audiences using cable TV are

asked for their responses.

2) In order to check the response of the audience of a soap opera

the pilot episode is shown through a select cable audience.

TRAILER TEST[BROADCAST PRETEST4]

Large screens in shopping malls show advertisements. In the

1st instance those coming in the mall are given coupons and

redemption rates are checked. Secondly the number of enquiries

made by those without coupons is also measured.

NAME TESTING[COPY RESEARCH]

A brand name needs to be tested by manufacturers or service

providers. The samples are shown a list of names and at the same

time are informed about a product or service that needs naming.

This enables the sample to try and form a co-relation between the

products or service and choice of manes that get short listed may

be tested for recall or recognition. Rating scales may be used to

measure sample preference.

SLOGAN TESTING[COPY RESEARCH]

A slogan, tagline etc. of a product or service is tested by

manufacturer/researcher. The samples are informed about the

product or service. Thus, enabling them to form connection between

the proposed slogans/taglines and product or service. The

researcher then places the opinion on a rating scale enabling them

to choose the most preferred slogan.

TELEVISION STORYBOARD TESTING [BROADCAST TEST5]

Video tapes are advertising storyboards to specific target

audience. The story board that generates most preferred response is

then converted into a TVC.

RECALL{ AIDED AND UNAIDED} AND RECOGNITION

TESTS[POST TESTS]