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Why do we do research?

Why do we do research?. The one-on-one interview. The Focus Group. Advertising Age 10/11/10. A Snapshot. iPads : 3% Twitter users: 33%, make that 13%, or is it 7%? Organic food: 3.7% People $100,000+: 70% shop Walmart. Quantitative. US Income. Under $100,000: 82.2%

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Why do we do research?

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  1. Why do we do research?

  2. The one-on-one interview

  3. The Focus Group

  4. Advertising Age 10/11/10

  5. A Snapshot • iPads: 3% • Twitter users: 33%, make that 13%, or is it 7%? • Organic food: 3.7% • People $100,000+: 70% shop Walmart

  6. Quantitative

  7. US Income • Under $100,000: 82.2% • $100k-125k: 7.5% • $125k-$150k: 4.3% • $150k-$200k: 4.1% • $200k+: 3.9%

  8. How well do you know? • % of US births/Hispanic? • 25% • % of lesbian couples raising children? • 33% • % of births to unmarried women? • 40% • For women in their 20’s? • 60%

  9. Marital Status 25-34 • 2000: 55% married; 34% never married • 2010: 45% married; 47% never married

  10. Who am I?

  11. Ways of Contact-Quant • Survey Research • Quantitative method; ask many people the same questions • Select a random sample to represent the entire group (population) • Methods include telephone, door to door, internet, mail

  12. Dove’s Real Beauty Campaign Based on Quantitative Findings

  13. Ways of Contact • In-depth Interviews • A qualitative method using one-on-one interviews asking open-ended questions • Flexible and unstructured • Focus Groups • A qualitative method in which a small group of users or potential gather around a table (or online) to discuss a topic (product, brand, or ad) • Directed by a moderator

  14. Qualitative

  15. Ways of Contact • Observation Research • A qualitative method using video, audio, and cameras to record consumers’ behavior where they live, work, shop and play. • Closer and more personal than quantitative research Principle: Direct observation and ethnographic research reveal what people actually do, rather than what they say they do.

  16. Dodge Focus Group

  17. Pampers

  18. Insight?

  19. Natural Habitats Watching games play games

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