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Wells06_Basic - Strategic Research Part 2 Planning and...

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Strategic Research Part 2: Planning and Strategy Chapter 6
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6-2 Chapter Outline I. Chapter Key Points II. Research: The Quest for Intelligence and Insight III. The Uses of Research IV. Research Methods Used in Advertising Planning V. Research Challenges
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6-3 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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6-4 Research: The Quest for Intelligence and Insight 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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6-5 Research: The Quest for Intelligence and Insight 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 decisions
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6-6 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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6-7 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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