读香港4a基础培训完整版广告培训2.doc

Lesson 17：Market Research (II) ? TYPES OF RESEARCH/ METHODOLOGY ? What are the types of research/ methodology available? ? There are 3 basic kinds of research: ???????? A. ‘Desk’ or Secondary Research ???????? The files/ sales records/ company data ???????? Government/ trade associations/ media/ libraries ???????? Competitors/ suppliers customers ???????? Trade fairs/ conference/ seminars ???????? Published and subscription services ? ???????? B. Field or Survey Research ???????? (I) Quantative ad hoc surveys ???????? Personal/ mail/ telephone interviews ???????? Product testing ???????? Name/ pack/ price testing ???????? Pre and post advertising testing ???????? Usage, purchasing, opinion and attitude surveys ???????? Market segmentation ???????? Distribution and stock checks ???????? Dealer opinion surveys ???????? Corporate images ???????? Model building ? ???????? (II) Qualitative Research ???????? Internal briefings/ brainstorming ???????? Unstructured in-depth interviews (retail/ consumer/ industrial) ???????? Group discussions ???????? Observational studies ???????? Pilot surveys (to explore a new product or geographical market in order to identify the main dimensions, and to develop hypotheses for quantification) ? ???????? C. Syndicated Services ???????? Retail audits ???????? Consumer panels ???????? Omnibus surveys ???????? Media surveys ? Types of research/ methodology commonly used by advertising agencies: ? Evaluation Research ???????? Here qualitative research is used to assess whether or not a new advertising will satisfy its strategic objectives. ???????? Group discussions are commonly used “to test” ad concepts. This can be a useful procedure but only if the criterion for evaluation, the benchmark of success or failure, has been clearly identified and agreed by the client and agency. ? All too often, researchers are asked to evaluate consumers’ response to ad concepts, with no clear statement of advertising and creative strategy and certainly no ag