MK205_Lecture6_Research_NEW

MK205_Lecture6_Research_NEW - Strategic Research Click to...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
Click to edit Master subtitle style Strategic Research
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
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
Background image of page 2
Research 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
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Research 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
Background image of page 4
Types of Research Secondary Research Primary Research Quantitative and Qualitative Research Background research that uses available published information about a topic
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Types of Research Secondary Research Primary Research Quantitative and Qualitative Research Information that is collected for the first time from original sources Primary research suppliers
Background image of page 6
Types of Research Secondary Research Primary Research Quantitative and Qualitative Research Quantitative research Delivers numerical data Qualitative research Provides insight
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Uses of Research Research departments collect and disseminate secondary research data and conduct primary research There is an increased need for research-based information in
Background image of page 8
Image of page 9
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 10/28/2010 for the course BUSINESS 112 taught by Professor Mareso during the Spring '10 term at Bergen Community College.

Page1 / 23

MK205_Lecture6_Research_NEW - Strategic Research Click to...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online