{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Why do we use research

Why do we use research - Your competitors could have the...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Why do we use research? Why do we use research? - You have to make sure that your ads are targeted toward the right audiences. Primary vs Secondary research: 1. Secondary research -info that has already been collected for a previous purpose, often (but not always) by a third party 2. Four main areas of secondary research: 3. Client's records/databases a. Ex. Harris Teeter VIC/checkout data 4. Government reports a. Ex. Bureau of Labor Statistics 5. Professional publications a. Pew Research Center 6. Commercial (syndicated) sources a. Yankelovich Secondary research Pros: b. Relatively quick and less expensive Cons: c. Existing research may not answer all your questions May need to own data to gain insight into consumers and their perceptions d. May be outdated e. Your competitors could have the same info
Image of page 1

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

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Your competitors could have the same info 7. Primary research a. New info gathered directly from consumers b. Quantitative = how many • Objective and generalizable • Broad but shallow • Surveys • Experiments (academic) • Content analysis (academic) c. Qualitative = why and how? • Subjective • Narrow but deep • Focus groups • Interviews • Ethnographic research • Diaries Pros of Primary research 8. k Cons 9. EXPENSIVE 10. May have to outsource work, which can be problematic if not delivered on time or to your specifications 11. Much slower since the data have yet to be collected Research realities a. It's expensive b. Typically time consuming c. No one method(quantitative or qualitative) . . ....
View Full Document

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern