Advertising Research

Advertising Research
"Advertising people who ignore research

are as dangerous as generals who ignore
decodes of enemy signals."
- David Ogilvy, Ogilvy on Advertising, 1983,
New York: Crown Publishers, p. 158.
Perspectives on Advertising
Research
Theory versus application
Advertising research is valuable as a means of
primary research regardless of the practical
application of the research
Advertising research without practical application
is pointless
Although advertising research is a
constantly changing field, the traditional
tools will always serve the researcher well,
so long as the research is adaptive to new
media, audiences, and advertising
stragtegies
Advertising Research Process
Preliminary Discussions and

Agreements
Planning and Data Collection
Application
Preliminary Discussion and
Agreements
Problem Definition
Evaluate alternative choices
Better understand marketplace problem
Increase knowledge of a particular topic
Research Justification
Value obtained exceeds cost of
acquisition
High cost implications of wrong decision
Specification of Informational Needs
Problem Discovery and Definition
First step
Problem, opportunity, or monitor
operations
Discovery before definition
Problem means management problem
Problem Definition
The indication of a specific marketing
decision area that will be clarified by
answering some research questions.
Defining Problem Results in
Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation
Exploratory
Research
(Optional)
Problem Definition
Statement of
Research Objectives
The Process of
Problem Definition
Ascertain the Determine unit
decision makers of analysis
objectives
Understand Determine
background of relevant
the problem variables
Isolate/identify State research

the problem, not questions and
the symptoms objectives
Ascertain the Decision Makers
Objectives
Decision makers objectives
Managerial goals expressed in
measurable terms.
Increase sales (bad)
Increase advertising effectiveness by 10% over
the next three months (better)
Increase unaided brand recall in our three
lightest markets (Atlanta, Birmingham, and
Mobile) by 15% by Q3 2006 (good)
9
Isolate and Identify the
Problems, Not the Symptoms
Symptoms can be confusing
10
Symptoms Can Be Confusing
Twenty-year-old neighborhood
swimming association:
Membership has been declining for
years.
New water park - residents prefer the
expensive water park????
Demographic changes: Children have
grown up
Determine the Unit of Analysis
Individuals, households,
organizations, etc.
In some studies, the advertisement
or campaign will be the unit of
analysis
12
Determine the Relevant
Variable
Anything that may assume different
numerical values
Types of Variables
Categorical
Continuous
Dependent
Independent
13
Typical Advertising Variables
Attitude toward the Ad
Attitude toward the Brand
Ad Recall
Ad Recognition
Purchase Intention
Ad Cognitions
Brand Cognitions
Involvement
Content Related Variables
Execution Related Variables
State the research questions
and research objectives
15
Basic Questions -
Problem Definition
What is the purpose of the study?
How much is already known?
Is additional background information
necessary?
What is to be measured? How?
Can the data be made available?
Should research be conducted?
Can a hypothesis be formulated?
Problem Statement
Stage 1 is complete when you have a
well formulated Problem Statement
which contains the three elements:
1. Problem definition
2. Justification
3. Specification of Informational Needs
Planning and Data Collection
Identify appropriate type of research
Sampling and data collection
Set budget and timing
Prepare proposal
Prepare research materials
Conduct research
Data collection and preparation
Identify Appropriate Type of Research
Secondary versus Primary Research

Secondary: examines preexisting data (internal
records, trade assocs, journals, etc.)
Primary: collects original data specific to the
research purpose
Qualitative versus Quantitative
Qualitative: appropriate when the why of
consumer behavior; focus groups, interviews,
etc
Quantitative: appropriate when generlizability is
needed; structured surveys, content analyses,
etc
Sampling and Data Collection
Probability Sample
All elements of the known universe have a
known chance of being selected, and selection of
specific elements from this universe is done
purely by chance
Results is strong generalizability
Nonprobability Sample
Does not select elements by chance, but rather
by means such as convenience or judgment
Easier to establish sample, but open to selection
biases, and therefore less generalizable
Determine Budget and Timing
Pert technique (Program Evaluation and Review
Technique)
Prepare a list of all activities that need to be completed
Arrange listed items in time sequence
Determine amount of time needed to complete each
item
Determine longest temporal path, that is, the maximum
amount of time to completion
Determine estimated cost of each task
Evaluate these estimates with management needs in
mind, and adjust the activities as necessary
May be necessary to scrap the entire project if scaling
back to meet management needs would result in worse
information than no research at all
Prepare, Distribute, and Obtain
Approval of Research Proposal
Executive Summary
Background
Problem Statement
Research Methodology
Cost
Timing
Appendices
Finally
Prepare research materials
Interview guides, questionnaire, etc.
Conduct the research
Prepare resultant data for analysis
Organizing data, data coding if
necessary, etc.
Application
Data Analysis
Depends largely upon problem statement,
research questions, and type of data
collected
Presentation of Results
Focus on implications and conclusions
supported by the data, not the data itself
Decision Making
PART TWO
Step 1: Problem Formulation
A well-defined study begins with a
clearly defined objective
The formulation of a problem is often more essential
than its solution - Albert Einstein
The problem is rarely clear-cut
Slight variations in research questions
can lead to substantial changes in the
research process (so be careful)
Drives decisions related to research design,
measurement, sampling, analysis, etc.
Stageinthe TypicalQuestions
Process
Formulateproblem Whatisthepurposeofthestudy(i.e.,
tosolveaproblem?Identifyan
opportunity?)
Isadditionalbackgroundinformation
necessary?
Whatarespecificresearchquestions
andwhatinformationisneededto
makethedecision?
Howwilltheinformationbeutilized?
Hasadecisionalreadybeenmade?
Shouldresearchbeconducted?
Attacking the Obesity Epidemic: An Examination of the Potential Health
Benefits of Nutrition Information Provision in Restaurants, American
Journal for Public Health (2006)
Problem
Obesity is the 2nd leading cause of preventable death in the US
What can be done?
Can the provision of nutrition information help consumers make
better (healthier) food consumption decisions? (decision problem)
How good (accurate) are consumers at estimating the nutritional
content of restaurant foods? and Can providing objective nutrient
information improve food evaluation and choice (research
problems)
State hypotheses to be tested based on theory
Based on Expectancy disconfirmation theory:
H3a: When objective nutrition information is less favorable than
consumers expect, nutrition information provision will have a
greater negative influence on product attitudes and purchase
intentions and a greater positive influence on perceived likelihood
of weight gain and heart disease.
Step 2: Determine Research Design
Dictated by the problem or

research question
Exploratory Research
Discovery
Descriptive Research
Relationships
Causal Research
Experiments
Process
Determineresearch Howmuchisalreadyknown?
design
Canahypothesisbeformulated?
Whattypesofquestionsneedtobe
answered?
Whattypeofstudywillbestaddress
theresearchquestions?

Determine Research Design

Two research problems (questions) require two designs
How good (accurate) are consumers at estimating the nutritional
content of restaurant foods?
Simple survey that asks participants to estimate nutritional content of
common restaurant foods
Can providing objective nutrient information improve food
evaluation and choice
Between-subjects experiment
Step 3: Design Data Collection & Forms
Secondary research not

necessary
Survey Research
Lots of ways to collect data
Measurement
Constructs / Variables
StageintheProcess TypicalQuestions
Determinedatacollection Canexistingdatabeusedtoadvantage?
methodandforms Whatistobemeasured?How?
Whatisthesourceofthedata?
Canobjectiveanswersbeobtainedbyaskingpeople?
Howshouldpeoplebequestioned?
Shouldthequestionnairesbeadministeredinperson,over
thephone,orthroughthemail?
Shouldelectronicormechanicalmeansbeusedtomakethe
observations?
Shouldstructureorunstructureditemsbeusedtocollect
thedata?
Shouldthepurposeofthestudybemadeknowntothe
respondents?
Shouldratingscalesbeusedinthequestionnaire?

Design Data Collection and Forms

Quantitative data needed
Questionnaires with estimations, multi-item
attitudinal/risk/intentions variables
Step 4: Design Sample and Collect Data
Determine your target

market
Determine necessary sample
size
Sampling Methodology
Logistics
Cost
Ethics
Process
Designsampleand Whoisthetargetpopulation?
collectthedata Isalistofpopulationelementsavailable?
Isasamplenecessary?
Isaprobabilitysampledesirable?
Howlargeshouldthesamplebe?
Howshouldthesamplebeselected?
Whowillgatherthedata?
Howmuchsupervisionisneeded?
Whatoperationalprocedureswillbe
followed?
Whatmethodswillbeusedtoensurethe
qualityofthedatacollected?

Design Sample and Collect Data

Adult Sample
Recruited by undergrads
Mail panel
Step 5: Analyze and Interpret the Data
Edit / clean / code the data
Analyze
Interpret
Process
Analyzeandinterpret Whowillhandletheeditingofthe
thedata data?
Howwillthedatabecoded?
Whowillsupervisethecodingand
keypunching?
Whattabulations/statisticaltests/
analysistechniqueswillbeused?

Analyze and interpret the data

Crosstabs and other simple computations
ANOVA / MANOVA / Chi-Square
Results show that most consumers are unaware of high
levels of calories, fat, saturated fat, and sodium found in
many menu items. Provision of nutrition information on
restaurant menus could potentially have a positive impact
on public health by reducing the consumption of less
healthful foods
ANOVA, MANOVA / Chi-Square
ANOVA: Refers to analysis of variance and is a
statistical procedure used to test the degree to which
two or more groups vary or differ in an experiment.
In most experiments, a great deal of variance (or
difference) usually indicates that there was a significant
finding from the research.
In the majority of experiments, you first need a null
hypothesis and an alternative hypothesis. A null
hypothesis is the assumption that there will be no
differences between groups that are tested and
therefore, no significant results will be revealed.
The alternative hypothesis states that there will be a
difference between groups as indicated by the ANOVA
performed on the data that is collected.
ANOVA, MANOVA / Chi-Square
MANOVA: In statistics, multivariate analysis of variance
(MANOVA) is a procedure for comparing multivariate
sample means. As a multivariate procedure, it is used
when there are two or more dependent variables, and is
typically followed by significance tests involving
individual dependent variables separately. It helps to
answer:
Do changes in the independent variable(s) have
significant effects on the dependent variables?
What are the relationships among the dependent
variables?
What are the relationships among the independent
variables?
Chi-Square
Chi-square is a statistical test commonly used to compare
observed data with data we would expect to obtain according
to a specific hypothesis. For example, if, according to Mendel's
laws, you expected 10 of 20 offspring from a cross to be male
and the actual observed number was 8 males, then you might
want to know about the "goodness to fit" between the
observed and expected. Were the deviations (differences
between observed and expected) the result of chance, or were
they due to other factors. How much deviation can occur
before you, the investigator, must conclude that something
other than chance is at work, causing the observed to differ
from the expected. The chi-square test is always testing what
scientists call the null hypothesis, which states that there is
no significant difference between the expected and observed
result.
Chi-Square (c) Analysis-
1) Are all package designs equally preferred? 2) Are all brands
equally preferred? 3) Is their any association between income
level and brand preference? 4) Is their any association
between family size and size of washing machine bought? 5)
Are the attributes educational background and type of job
chosen independent?
The answer to these questions require the help of Chi-Square
(c) analysis. The first two questions can be unfolded using
Chi-Square test of goodness of fit for a single variable while
solution to questions 3, 4, and 5 need the help of Chi-Square
test of independence in a contingency table.
Variables involved in Chi-Square analysis are nominally
scaled. Nominal data are also known by two names-
categorical data and attribute data.
Chi-Square (c) Analysis-
The symbol c used here is to denote the chi-square
distribution whose value depends upon the number of
degrees of freedom (d.f.).
chi-square distribution is a skewed distribution particularly
with smaller d.f. As the sample size and therefore the d.f.
increases and becomes large, the c distribution
approaches normality.
c tests are nonparametric or distribution-free in nature.
This means that no assumption needs to be made about
the form of the original population distribution from which
the samples are drawn.
Know your audience
Sell your findings

Step 7: Prepare Research Report
Process
Preparetheresearch Whowillreadthereport?
report
Whatistheirtechnicallevelof
sophistication?
Aremanagerialrecommendations
calledfor?
Whatwillbetheformatofthe
writtenreport?
Isanoralreportnecessary?
Howshouldtheoralreportbe
structured?
Step 7: Prepare Research Report

Prepare Research Report

Manuscript prepared for journal submission
Advertising Research
Tools of the Trade
Content Analysis
Perceptual Mapping
Segmentation
Q-methodology
Experimental Design
Concept and Benefit Testing
Communication Research
Copy Testing
Audience Measurement
Content Analysis
Any technique for making inferences
by objectively and systematically
identifying specified characteristics of
messages -Holsti (1969)
Advertising CA
The systematic, objective, and quantitative
analysis of advertising... -Davis (1997)
Perceptual Mapping
Translate consumers brand and
product perceptions into visual
displays that inform marketers and
advertisers as to:
The number of dimensions consumers use
to distinguish between brands
The nature and characteristics of these
dimensions, and
The location of actual brands, as well as the
ideal brand, on these dimensions
Segmentation
The process of systematically grouping sets
of consumers into groups based on similar
characteristics
Segments may be based on demography,
geography, psychography, or category and brand
related attitudes and behaviors
Syndicated segmentation
VALS2 (psychographic)
Simmons and Media mark (brand usage)
Q-methodolgy
Systematic way of segmentation based on
attitudes and perceptions
Concept and Benefit Testing
Used to determine the potential of
new product ideas and to identify the
product benefit or benefits that
should be at the core of the
advertising message
Communication Research
Also known as pretesting, copy
development, or diagnostic testing
Conducted early in the creative process to
evaluate multiples approaches to
communicating the key idea
Comes way before copy testing, and is
more focused on approaches to
communicating, rather than actual
messages
Copy Testing
Used later in the creative process to
evaluate proposed ads based on their
ability to achieve strategic and
communication objectives
Often includes measures such as
attitude, purchase intention, etc
Audience Measurement
Necessary to the advertising industry
as much pricing is based on audience
measures
In addition to the creative aspects,
the media aspects of a message are
just as important
A.C. Nielsen, RADAR, Arbitron
Your Perspectives?
With which academic could you most
relate to?
Any particular issue mentioned that
you feel strongly about (either
positively or negatively)?
What do you hope to accomplish in
the next two days?

Advertising Research

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Advertising Research

"Advertising people who ignore research

Preliminary Discussions and

Isolate/identify State research

Secondary versus Primary Research

Dictated by the problem or

Attacking the Obesity Epidemic: An Examination of the Potential Health

Determine Research Design

Secondary research not

Attacking the Obesity Epidemic: An Examination of the Potential Health

Design Data Collection and Forms

Determine your target

Attacking the Obesity Epidemic: An Examination of the Potential Health

Design Sample and Collect Data

Edit / clean / code the data

Attacking the Obesity Epidemic: An Examination of the Potential Health

Analyze and interpret the data

Know your audience

Sell your findings

Attacking the Obesity Epidemic: An Examination of the Potential Health

Prepare Research Report

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