MK205_Lecture6_Research_NEW - Strategic Research Click to...

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Click to edit Master subtitle style Strategic Research
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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
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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
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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
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Types of Research Secondary Research Primary Research Quantitative and Qualitative Research Background research that uses available published information about a topic
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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
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Types of Research Secondary Research Primary Research Quantitative and Qualitative Research Quantitative research Delivers numerical data Qualitative research Provides insight
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Uses of Research Research departments collect and disseminate secondary research data and conduct primary research There is an increased need for
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  • Spring '10
  • mareso
  • Qualitative Research, Primary Research Quantitative and Qualitative Research, Quantitative research Secondary Research

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