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Strategic Research

Strategic Research. Lecture 9. Recap. Psychological Influences that Motivate Consumers Behavioral Influences on Consumer Decisions The Consumer Decision Process Segmenting and Targeting. Chapter Outline. Chapter Key Points Research: The Quest for Intelligence and Insight

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Strategic Research

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  1. Strategic Research Lecture 9

  2. Recap • Psychological Influences that Motivate Consumers • Behavioral Influences on Consumer Decisions • The Consumer Decision Process • Segmenting and Targeting

  3. Chapter Outline • Chapter Key Points • Research: The Quest for Intelligence and Insight • Consumer Research • Consumer Research Process • Uses of Research • Research Methods Used in Advertising Planning • Choosing Research Methods

  4. Key Points • Discuss the types of strategic research • Identify the four uses of research in advertising • List the common research methods used in advertising • Explain the key challenges facing advertising research

  5. Research: The Quest for Intelligence and Insight • Market research • Compiles information about the product, product category, and other details of the marketing situation • Consumer research • Used to identify people who are in the market for the product

  6. Research: The Quest for Intelligence and Insight • Advertising research • Focuses on all the elements of advertising • IMC research • Used to assemble information in planning the use of a variety of marketing communication tools • Strategic research • Uncovers critical information that becomes the basis for strategic planning decisions

  7. Consumer Research • Consumer Research Paradigms • Quantitative Research (Positivism) • Qualitative Research (Interpretivism) • Triangulation (Qualitative + Quantitative)

  8. Consumer Research Process

  9. Consumer Research Process (Contd...)

  10. Summary • Chapter Key Points • Research: The Quest for Intelligence and Insight • Consumer Research • Consumer Research Process

  11. References • Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND. • Schiffman, L.G. and Kanuk, L.L. (2011) Consumer Behavior, 7th Ed, Prentice Hall.

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