Marketing

Research

Secondary

Research

Primary Research: 

Wide Variety

of Information

Customer Satisfaction

Advertising Evaluation

Concept Evaluation (product, service)

Customer Profiles

Awareness Tracking (unaided)

Taste testing 

Primary/ Segmentation/ Prod. Usage Studies 

Qualitative

Research 

Focus Groups

[in-person, recruition, get paid] 

In-depth interviews (IDI's)

[one on one, more expensive]

Quantitative

Research 

Types:

Surveys (internet, mail, telephone, mall interview)

 Experiments

Observation w/ behavior

Purchase Panels and Diaries 

Consumer

Research

Objectives

Step 1. Determine Research Objectives, and how information will be used.

Step 2. In any MR study need to decide (who to interview/target group, what to ask [have moderator], List all questions/questionare [prioritize, sequence, estimate time for each, edit/finalize].    

Projective

Techniques

Criteria

for a great

Commercial

1. Attention-Getting/Memorable

(grab attention, stay with it, stay with you) 

2. Communicate

(Brand name, Get across the intended/relevant message, understandable, not confusing)

3. Engender/Create more favorable attributes 

(attitudes, beliefs, desirable, favorable feelings)

4. People like the advertising.

5. Not deceptive, unethical, or offensive.