Amr

ADVERTISING & MARKETING RESERCH

RESEARCH TECHNIQUES 1. SURVEYS Using

concise,

straight

forward questionnaires

you

can

analyze a sample group that represents your target market. The larger the sample, the more reliable are the results. i) IN PERSON SURVEYS: They are one on one interview typically conducted in high traffic locations such as shopping malls; you present people with samples

of

products,

packaging

or

advertising

and

gather

immediate feedback. These surveys can generate response rates of more than 90% ii) TELEPHONE SURVEYS They are less expensive than in person surveys but costlier than mail surveys consumers are off late resistant to relentless telemarketing & hence getting people to participate in phone surveys has become increasingly difficult. These surveys generally yield response rate of 50-60%. iii) MAIL SURVEYS They are a relatively inexpensive way to reach a broad audience. Though they are cheaper than in person phone surveys, they generate response rate of just 3% to 15% how. iv) ONLINE SURVEYS These surveys generate unpredictable response rates & unreliable data as you have no control over the pool of respondents. However, it is a simple and inexpensive way to collect anecdotal evidence & gather customer opinions & preferences.

2. FORUS GROUPS In focus groups a moderator uses a scripted series of questions or topics to read a discussion among the group of people. The participant should have no previous focus group experience. These sessions take place in natural location. These focus group session last for 1 to 2 hours & takes at least 3 groups to get to a balanced result. 3. PERSONAL INTERVIEWS Like focus groups, personal interviews include unstructured open ended questions they last for about an hour and are usually recorded. Focus groups & personal interviews provide more subjective data than surveys do. Their results are not statistically reliable as they usually do not represent a large segment of population. However both focus groups & interviews yield valuable insights into customer attitudes & are excellent methods to uncover issues related to new products or service development. 4. OBSERVATION It has been noticed that individual responses to surveys & focus groups are sometimes at odds with people’s usual behavior when you observe them. Consumer in action at stores, work or at home you can observe how they buy or use a product. This gives a more accurate picture of customer usage habits & shopping patterns. 5. FIELD TRIALS New products are placed in selected stores to test customer response

under

real

life

selling

conditions.

This

helps

the

manufacturer to make product modifications, adjust prices or improve packaging. Small business owners try to establish a rapport

with local store owners. In certain cases websites helps them test their products.

RESEARCH PROCESS a) FORMULATE A PROBLEM:You have a problem & then checkout & form a hypothesis, find out the objective of the whole exercise & then create the factors what could have been the cause of a problem. Create a certain scenario to understand what went wrong e.g. setting up new factory for new product. Need to know if the market is ready for the product and whether they are willing to buy the product or not. b) DETERMINE RESEARCH DESIGN – 3 Kinds i) Exploratory Any kind of research where predominantly it’s for products / services need to launch. ii) Descriptive There are already people in the market & you will be an additional player in the similar product category. iii) Causal Research It is when you have an event that has taken place & has come to a conclusion but one is still trying to find the cause e.g. Bihar elections. c) DESIGN DATA COLLECTION METHOD & FORMS -

Hypothesis in place

-

Research design

-

Research Techniques

-

Forms

-

Questionnaire differs for different

d) DESIGN SAMPLE & COLLECT DATA. Probability Sample – Sample that you choose to participate in market research most scientific & logical method of sampling not done randomly. e) ANALYSIS & INTERPRET DATA 1. Prepare the raw data 2. Enter the data into the computer 3. Tabulate the data 4. Determine whether significant differences exist in both categories 5. Explain why differences exist 6. Make recommendations f) PREPARE THE RESEARCH REPORT

RESEARCH DESIGN I.

1)

2)

DESCRIPTIVE RESEARCH USES Estimate proportion of people in

TYPES Longitudinal study

a population who behave in a

a) True panel

certain way Make specific predictions

b) Omnibus Panel Cross Sectional Survey a) Simple Sample Survey

TYPES 1) LONGITUDINAL STUDY It relies on panel data. The panel is a fixed sample of subjects that is measured repeatedly. a) TRUE PANEL It checks how many people buy/react to a stimulus. It repeatedly measures the same entities. For instance AC Nielson has 40,000 households as a basis of its ‘house scan’ service. The samples are asked, each time a purchase is made, questions regarding where they purchased and the price paid. Each

sample

is

measured

characteristic, for instance, purchases. b) OMNIBUS PANEL:

each

time

on

the

same

The same sample is still selected and maintained but information collected is various, for instance, once a product may be tested and the next time the ad copy. An omnibus study suggests, therefore, the inclusion of many variables or many subcategories of variables. For instance, parker pens maintain a panel of 1100 individuals to evaluate writing instruments. A sub sample from the total sample is chosen, for instance, those who use fountain pens are regarded as a sub sample and only they are called upon to evaluate a new fountain pen. Similarly, Nickelodian maintains children of different age groups to evaluate programmes and concepts. 2) CROSS SECTIONAL ANALYSIS This studies how different categories react to stimulus a no. of times. It involves simultaneous occurrence of the variables of interest. a) SIMPLE SAMPLE SURVEYS. Here, for instance 1000 consumers of a product may be chosen then different brands manufacturing the same product conduct a sample survey. BRAND PURCHASED

POPULATION OF

POPULATION OF

USERS DURING THE

USERS DURING 2ND

A

1ST TIME PERIOD 200

TIME PERIOD 250

B

300

270

C

350

330

D

150 1000

150 1000

Another example would be a per-capita consumption of soft drinks in a month. AGE 20- 29

PER-CAPITA CONSUMPTION 48

30- 39

42

II. EXPLORATORY RESEARCH USES TYPES 1) a. Formulate Problem more 1) Literary Search Precisely b. Develop Hypothesis 2)

a.

Establish

Priority

for 2) Experience Survey

Research b. Eliminate impractical ideas c. Clarify Concept 3)

Gather

information

about 3) Focus Group

practical problems regarding the carrying

out

of

research

on

particular conceptual statement 4)

Increase

the

Analysts 4) Analysis of selected cases

familiarity

EXPLORATORY RESEARCH: It is good for problems, where little is known.

TYPES 1) LITERARY SEARCH: a) Keep database of competitors as ‘competitor’s profile’ with the help of trade literature. b) Conceptual Literature: It is the works of psychological, sociological, personnel and marketing

journals

to

understand

employee

satisfaction

/

dissatisfaction. 2) EXPERIENCE SURVEY a) It focuses on architects and designers in a situation where a builder tries to comprehend competitors. b) It could also include sales managers, product managers or sales representatives. 3) FOCUS GROUPS a) It is used to generate a hypothesis that can be further tested b)

It

helps

generate

information

in

structuring

consumer

questionnaires c) It helps provide over all information on a product category. d) It secures impressions on new product categories, for e.g. Harley Davidson conducted a research in the 70s before re-introducing their products in the market. They conducted a survey on 16000 people. The focus Groups consisted of current owners, would be owners and owners of other brands. The common themes as responses that emerged were enjoyment, great outdoor, and freedom. They then followed it up with mailers asking psychological,

sociological and demographic specific questions. 30% of the respondents

across

the

board

highlighted

the

following:

independence, freedom and power. A typical focus group project has 4 groups of maximum 12 participants. Certain requirements for a focus group are 1) Each group must be homogeneous 2) Each participant has had no past focus group experience. 3) No friends and relatives of the participants and / or of the company that wishes to get the research done can participate. 4) It lasts for 1½ to 2 hours. 5) Ideas from 1 group are thrown open to the next group as an introductory hypothesis. A hypothesis is a statement that specifies how 2 or more measurable variables are related. 6) When the latter group stops throwing up new ideas, the focus group discussion ends. 7) A focus group moderator must lead the discussion.

FOCUS GROUP MODERATOR’S QUALITIES 1) Superior Listening Ability An effective moderator knows how to paraphrase to restate the comments of a participant when necessary to ensure that the content of the comments is clear. 2) Excellent short Term Auditory memory The moderator must remember comments of participants made early in a group, they co-ordinate them with comments made later by the same or other participants. 3) Well organized The concepts must be seen in logical sequence from general to specific and keep similar topics organized together. The moderator should keep track and all details associated with managing the focus group process. 4) A Quick Learner The moderator must learn enough about a subject quickly in order to develop an effective guide and conduct successful group sessions. An effective moderator must identify the key points in any topic and know to listen and probe for nuances that make the difference between an extremely informative & average group discussion. 5) High Energy level Group discussions can get boring if it does, it lowers the quality of the information that participants generate. The best moderators inject energy and enthusiasm into the group.

6) Personable Development of an instinct and instant rapport is vital for a moderator as it enables the participants to become actively involved. 7) Well above Average Intelligence. This is a vital characteristic & fundamental requirement of an effective moderator. As no one can plan for every contingency that might occur in a focus group session. A moderator must think on his feet to process information generated by the group. He must then determine what line of questioning will most effectively generate further information needed to achieve the research objective

4) ANALYSIS OF SELECTED CASES It is an intensive study of selected cases, where various attributes may be analyzed. For instance, the attitude of the investigator may be under scrutiny. The investigator’s integrative powers i.e. the capacity to put together different bits of information is analysed. An in-depth, intensive study of the background is imperative and important.

III. CAUSAL RESEARCH DESIGN

1)

USES It provides evidence regarding

TYPES 1) Lab. experiment

the causal relationship between

2) Field experiments

variables by means of 2)

concomitant variation Time order in which variations

3)

occurs Elimination and other possible explanation

USES 1) CONCOMITANT VARIATION A. QUALITATIVE VARIATION For instance the market is studied to understand the contribution of good salesman that provides a market share that is satisfactory. Simultaneously it also studies how poor salesmen contribute to a dissatisfactory market share. To study this 100 sales representatives both good and bad are chosen. DEALER

MARKET

SHARE

TOTAL

QUALITY

SATISFACTORY

DISSATISFACTOR

GOOD

40

Y 20

60

BAD

10

30

40

In the satisfied territory 67% are good, while 25% are bad. In the dissatisfied territory 33% are good and 75% are bad.

The perfect scenario would have been if all good dealers were in the satisfactory territories and all the bad representatives in the dissatisfied territory. But, in reality, that is not how the market works. B. QUANTITATIVE VARIATION For instance single v/s married people studied to understand the level of consumption of candy. The samples are 3009 in number. The single participants being 999 and the married ones being 2010. MARTIAL

CONSUMPTION

OF CANDY

STATUS

Eat Regularly

Do Not Eat

SINGLE MARRIED

750 1265

Regularly 249 745

TOTAL

999 2010 3009

Those that eat regularly as single samples constitute 75% and those that do not eat regularly constitute 25% from the total of 999. Amongst the married participants 63% eat regularly, and 37% do not eat regularly out of the total of 2010. This study shows how a larger portion of single people consume candy, while just 63% of married people consume candy. Thus, showing a relative difference between the eating habits of single and married people with regard to the consumption of candy. 2) TIME-ORDER This refers to a situation where the cause happens before the effect. 3) ELIMINATION OF OTHER POSSIBLE EXPLANATION

For instance a research analyst wanting to analyze what influences purchase based on the displays at a store looks at factors that need to be eliminated such as store size, price of product etc.

TYPES EXPERIMENTAL TYPE: An

experiment

is

conducted

to

measure

a

scientific

investigation in which, the investigator manipulates and controls one or more independent variables. LAB AND FIELD EXPERIMENTS An investigator creates a situation with the desired conditions and then manipulates some variables, while controlling others. LAB EXPERIMENTS Simulated shopping are organized for samples who are told to make 8 trips knowing there is a price change and see for themselves, if they change the brand. This is an attempt to study the causal effect of price change. FIELD EXPERIMENTS In this case the subjects used as samples are not aware of price change. The variable that is the price is altered in its natural environment and once again the samples are studied for cause and effect.

PSYCHOLOGICAL TEST PROJECTIVE TECHNIQUE Description of vague objects requires interpretation, which is based on the individuals own background, attitudes and values. The vaguer the object to be described the more one has to reveal of oneself. In order to implement the projective technique 4 categories from clinical psychology are used. 1. Free Association test This test refers to the 1st word that comes to mind when presented with a stimulus.  Free word Association This refers to the 1st word or thought required to make connection with the stimulus.  Successive word Association It is a series of words that enables the interpretation of a thought. 2. Completion techniques This is an attempt to complete an incomplete stimulus.

 Sentence completion test A series of words as part of a sentence representing an idea or thought is presented; the 1st relevant thought associated with the sentence that is incomplete enables the completion of the sentence  Story Completion Test Initial information about a particular issue in a relevant context is provided as a skeletal idea. The story thus presented is fleshed out by the sample. 3. CONSTRUCTION TECHNIQUES This method enables the construction of dialogue, story description like completion technique, but has less initial information provided.  Cartoon Technique This is where one character’s dialogue is given in a bubble while the other’s response &/or sub-conscious thought must be provided by the respondent be it a bubble or a cloud.  Third person technique Respondents are asked what others do a in given situation & the response of the respondents reveal what in reality they themselves would do which they normally will not share in public.  Picture Technique This encourages the use of pictures to make respondents feel & then tell what they think especially when the pictures are quite vague so that the respondents use their imagination.  Fantasy Scenario

One makes up a fantasy about product or brand attributing physical

characteristics

that

are

associated

with

psychographics.[paint,sunfeast]]  Personification Human characteristics are found in several products or brands, thus making the product or service more acceptable to the public.[hum hai na]

4. EXPRESSIVE TECHNIQUE  Role Playing Respondents play roles of another person, for instance, sales representatives that sell a product to other customers reveal the role player’s attitude towards different jobs and professions.

PHYSIOLOGICAL TESTS GALENIC SKIN RESPONSE It uses the device similar to the polygraph machine used in life detection. Respondents are linked by electrodes to a monitor and are exposed to a no. of stimuli. The monitor records the impact of the advertisements on the nervous system by measuring the amount of perspiration on the hands of the respondents. The advertisements effectiveness is judged on the basis of the reaction registered on the monitor. EYE MOVEMENT CAMERA It is a device that records continuously the activity of the eye both horizontal and vertical as it reads printed material. By analyzing the ‘ROUTE’ taken the researchers can determine which part of the ad attracted the initial attention &/or which appeared confusing.

PUPIL DILATION A pupil meter is used to measure the contraction or dilation of the pupil. The basis of this test is the pupils dilate when respondents receive an interesting / pleasant stimulus. Conversely the pupil contracts when individuals receive uninteresting or unpleasant stimulus. By comparing the changes induced by a message against the base line produced through the use of neutral stimuli a measure of the effectiveness can be obtained. However, there is a disagreement about what the pupilometer is measuring a pupilary change may reflect an emotional response to a stimulus or may result from a stronger stimuli in mental activity regardless of whether it is pleasant or unpleasant.

BRAINWAVE PLANS ANALYSIS The brain emits a no. of electrical signal that can be monitored. Some of the signals reflect the level of interest the respondent has in whatever stimulus he or she is confronted with. The brain wave may indicate a respondent’s interest in a commercial, package or product. The left & right hemispheres of the brain produce brainwaves based on qualitatively different stimuli.

VOICE PITCH ANALYSIS The pitch of the voice may be graphically measured enabling the analysis of the respondent’s response to positive, negative & neutral stimuli. It is a method that is not widely used.

NEW PRODUCT RESEARCH 1) Develop overall strategy based on market trends. 2) Develop a flavor of new product ideas from a variety of sources. 3) Develop preliminary procedures for screening new ideas. 4) Develop procedure for final screening 5) Develop product specifications with regard to optimum product attributes 6) Test the product. 7) Test market the product. 8) Commercialize and supervise the product through its life cycle and its termination or phase out

PRODUCT TESTING 1) Paired comparison test: Consumers are not told about the brand and are given a new and an old product and are asked to choose. The samples know that they are testing and are aware therefore, about a probable difference (very much like psychological testing) 2) Staggered comparison test: Respondents test 2 brands with a time lag with the identities masked. One half of the respondents receive brand A, the other half brand B. Further, the respondents are given the same products in reverse and are asked to note any difference in the Brands. 3) Disguised comparison Test: This duplicates the actual market where for different brands, the

same

packaging

is

used

for

different

brands

and

the

respondents are told that they will be asked about their preferences

later. In this case, the respondents are studied in order to recognize if they have noticed any difference at all. Further,

they

are

not

aware of the test and believe the product to be a free sample.

Slightly

PAIRED Aware 62

STAGGERED 60

DISGUISED 2

18

5

22

93

100

100

of difference Quite Aware of 17 difference Not

Aware

of 21

differences 100

This study of any given product of a brand examines how disguised packaging shows that there is no or minimum recognition of difference. While respondents participating in paired comparison with those participating using the same product in a disguised comparison test. What is interesting to note that as samples are aware of being participants in a test, even slight changes are noticed by them especially ‘paired’ and ‘staggered’ participants However, those that are not aware of being part of a test find it almost impossible to note subtle changes.

SAMPLING PROBABILITY SAMPLING This refers to the sample that has the probability of choosing all elements in a given scenario. 1) Simple Random Sampling It guarantees in the long run that every probable sample of a given size will be selected with known and equal probability. For e.g. a deck of playing cards well shuffled a no. of times ensures that all probable combinations occur. 2) Stratified Sampling The universe is divided into groups including all items: STORE SIZE

NO. OF STORES

PERCENTAGE OF

(Stratum) LARGE

20,000

STORES 20

MEDIUM

30,000

30

SMALL

50,000

50

TOTAL

1,00,000

100%

3) Cluster Sampling Here, universal elements are chosen in groups rather than individuals. The groups are formed as homogeneous units. i)

Area Sampling This is formed on a geographic basis where

demographic considerations are important. There is no list of elements available necessary for study. So one relies on elements that are available, such as pin code, suburbs etc. For instance a sample list is created while listing all outlets that sell certain commodity in a specific area, then another area sample is created narrowing down the area. ii)

Systematic Sampling This method assumes a list exists. For instance, a

particular kind of cluster is taken into consideration where 100 dentists offering dental insurance are studied. The 1st cluster would be from the 2nd; every 5th sample and the nest cluster from the 3rd, every 5th sample and so on and so forth. These clusters are therefore formed with little subjective probability. Probability Sampling is objective. Each sample has an equal chance to be a representative. Everyone has an equal opportunity. There is high probability of participants being chosen.

NON-PROBABILITY SAMPLING This method of sampling suggests the probability of choosing all the elements being unknown. (There is greater element of error.) i)

Convenience Sampling

This refers to choosing samples that are easy and cheap, for instance, TV audiences are supposed to represent the nation (opinion polls, who knows how many people polled) ii)

Judgment Sampling

This is when experts in a subject pass value judgment on selections made. For instance, sales managers and sales representatives select a sample of grocery stores in an area that they consider representative. iii)

Quota Sampling

This is based on a strategy where demographic conditions such as age and sex are considered. It is different from stratified random sampling. While stratified is objective, quota samples are chosen by field workers who choose according to subjective consideration such as convenience. As each quota representative is left to be chosen by field workers, it is non- probability sampling. iv)

Purportive Sampling

This refers to the universe of samples chosen out of convenience that are then analyzed as a representative study of a market. For instance, the choice of brands of a particular product or service chosen for studies is a choice made by the researcher purely based on subjective consideration.

CONCEPT TESTING It is the method to determine the best of the no. of possible appeals to use in advertising. A creative concept is defined as a simple explanation or description of the advertising idea behind the product. For e.g. tourism association develops several appeals that might motivate prime prospects to drive 2 hours to the mountains from a large metro area in another state. The appeals put together are as follows:1) Only 2 hours drive to relax 2) Mountain in your own backyard 3) A family playground in the mountain 4) Escape to white water rafting, fishing and other outdoor sports. 5) Weekend vacation package. Using cards with theme statements &/or rough layout, the advertiser tries to get a ranked order of consumer appeals of the various concepts. A consumer reacts only to the themes presented to them. A researcher may find that the consumer has chosen the best of several bad concepts.

CONCEPT TESTING I) PRINT a) CARD TEST Change elements in a card and ask respondents to select the element layout they prefer subtle changes are made. b) POSTER TEST Size, layout, color etc are changed and the respondents choose what they prefer. More gross changes are made. c) LAYOUT TEST The complete layout or parts of the layout are changed and respondent’s reactions are recorded. Subtle and gross changes are made.

II) BROADCAST a) ANIMATICS

This is art work in the form of either cartoons or realistic drawings showing limited movement. b) PHOTOMATICS These are photographs shot in sequence still images are worked into a sequence. Like a storyboard, it shows staccato frames to show how the story goes. Various elements can be changed in this method and as you look at the image you can decide what changes need to be made. This makes manipulation easier and involves lesser time and technology.

c) LIVEMATICS This involves filming or taping live talent and is very close to the finished commercial. This method is useful because it can showcase the entire range of emotions that the respondents display when shown the product. This can be used to convey the mood of the final commercial when the real model will be used. d) RIPOMATICS The conversion is made from footage of other commercials taken from ad agency promotional reels. They are usually used for experimentation on visual techniques. (e.g. Prints taken from foreign miniature samples and customized).

COPY TESTING – MEASURES & METHODS To test and copy, the researches must know both what the copywriter is trying to accomplish and what assumptions are being made as to how the various copy components will contribute to this end. Typical measures used to judge advertising effectiveness Measures dealing with recognition, recall, comprehension, believability,

persuasion

and

attitude

change.

All

involved

assumptions on how advertising works.

(Def): PRE-TEST It is used to use to determine what weaknesses exist in the copy and concept before too much money time, marketing, schedules and plans have been put in place on the advertising. (Def): POST-TEST It attempts to measure the combined effect of the advertising, the media used, the scheduling, the products distribution and competitive advertising.

CREATIVE STRATEGY RESEARCH A products creative strategy is concerned mainly with determining what message can best elicit the desired response from members of the target audience. CONSUMER JURY (pre-test) Personal interviews are used or a group is assembled and the members asked to vote on the alternatives. It provides a rating given to an advertisement by a group of consumers who represent potential buyers of the product. PORTFOLIO TEST These tests are named after the manner in which the advertisements to be tested are packaged. The ads are placed in a port folio. The respondents are asked to recall with the folio closed, the ads that they can remember. Such recall may be on a completely unaided basis, or the interviewer may aid recall by asking about specific ads or ads for specific products. For each recalled ad the respondent is asked to playback as much of the ad as possible. The information is recorded verbatim. PSYHOLOGICAL TESTS They differ in the methods used Advertising effectiveness depends on the results achieved in mind of the individual reached by the advertisement. Ideally, one can list reactions such as: - selfpity, security, fear, nostalgia, anxiety etc. Psychological tests employ clinical research techniques such as words association, sentence completion, in depth interviews, and story testing. Only skilled interviews can be used. INQUIRIES [POST TEST] It measures the advertisements worth.

1) Place the ads in different places in a copy where all other factors remain equal then check how man inquiries are made. 2) Place the same ad in different magazines and do a similar check. 3) Split – run

SALES TESTS [POST TEST] These tests are done by either using POP’s or direct mail. POP Consumers are exposed to alternative pieces of copy or product sales are measured into stores keeping the same copy. DIRECT MAIL This is done with the use of coupons. One group is shown a TV ad and the other is not. Then both groups are given coupons, to buy the product that has been advertised. The researcher then measures the influence of TV ads on both groups.

PRODUCT RESEARCH 1. NEW PRODUCT VARIATION Manufactures and service providers need to constantly look for new concepts a part of their market strategy. This helps not only to stay ahead of competition but also for maintaining and generating new markets. 2. SCREENING A new product variation is developed through Research & Developement. Here, the product already exists and we look for different attributes to add on new ideas to make the product more viable to the market in the form of product extensions. It could involve changing a component of the product and offering it as a new product. 3. CONCEPT TETING a. Focus Groups b. Mail Intercepts (Stop people at a mall and use them as samples) 4. BUSINESS AND MARKET ANALYSIS a. Company audit Introspection within the company to see whether it is meeting its sale target etc. b. Market Testing Testing

competitive

ideas,

market

recognition and how the competition is doing.

awareness,

market

5. ACTUAL PRODUCT DEVELOPMENT This test is to see whether the end product does what the screen test says it will do check whether attributes in the product match the claims that have been made about it. 6. MARKET TEST Test market the product using one set of demographics and geographic area. 7. COMMERCIALIZATION OF PRODUCT The company and the ad agency must develop and evaluate all avenues of advertising and promotion. 8. INNOVATION, DIFFUSION, ADOPTION Innovation: - Introduce product variation Diffusion: - Market penetration (e.g. surf excel talking about water saving) Adoption: - Adjust to market changes (e.g. Jumbo wada pav, Suzuki swift)

ADVANTAGES AND DISADVANTANGES OF PERSONAL INTERVIEWS There are 4 guidelines that help researchers obtain meaningful and worthwhile information a. make an appointment for the interview b. Avoid the presence of a 3rd party c. keep the interview on track d. Let the respondent do the talking ADVANTAGES OF PERSONAL INTERVIEWS 1. Intensive and extensive information 2. Flexibility (Schedule, location, pose question in random order) 3. Corrections are possible 4. Interviewee has time to think 5. Private and personal information 6. No Ambiguity 7. Psychoanalysis is possible DISADVANTANGES 1. Takes more time, money and effort. 2. Training required to conduct the interview 3. Bias of the researcher 4. Practical difficulties of the interviewee 5. Cooperation of the interviewee.

VALIDITY, CREDIBILITY, SENSITIVITY AND RELIABILITY Copy testing involves accessing the validity and reliability of various types of tests Measures that are taken to assess VALIDITY are:a)

Advertisements

to

be

targeted

with

respect

to

the

communications objective and a copy test that content must have a measurable and useful variable that represents the objective. Therefore, the validity of a particular copy test will depend on the advertising response that is desired. Here, the company can see whether the right connection is made or some other connection is made in the minds of a consumer. b) Given that the target population can be sensibly defined the subjects in the test should be representative of the target population. c) It is important to know the reaction of the respondents to the test environment and the measuring instruments. You have to check whether the respondents are comfortable with the measuring scales used as they would give contradictory responses if uncomfortable. d) The frequency of response also validates the copy. A respondent is asked to see an advertisement multiple times to see if there is consistency in reaction no matter what mood they are in.

CREDIBILITY / PREDICTABILITY Copy test of an ad may be considered monotonous because of its predictability in the sense that a product by its very nature lends itself to a copy that in unavoidable. Hence, the predictability factor is very high for the ad to be credible efforts must be made to strike a balance between being faithful to the product and being individualistic while creating ad copy. Respondents invariably find copy lacking individuality hence, the respondent and therefore the customer reaction----therefore advertising efforts should be made to create a non-predictable copy. FMCG’s such as soaps are so similar that the ads seem similar as well as therefore an ad is remembered but not the brand as very few actually stand out. Hence, the concept, should try to be non-predictable.

RELIABILITY Reliability of a product or service is also tested by the success of the ad; as the ad must contain a USP of the brand of the product or service. The reliability and therefore the success of copy is tested when respondents accept/reject claims made by advertisements on behalf of the manufacturer or service provider. Reliability explores is the ad in tandem with what the customer expects and what the company claims (e.g. versa ad)

SENSITIVITY It involves a test that should help differentiate between commercials between brand groups as products have similar sounding USP’S. Brands must therefore make special efforts to create distinction. Similarly, these brands should try to create a separate identity that is identifiable by the market; an identity that is represented by intangible values. Thus, brands individuality must seem meaningful. HALO EFFECT When a person for instance is considered good in a category one is likely to make a similar evaluation of the person in other categories. For e.g. If a person dress like a rock star it is assumed that he can sing, dance and play the guitar. Another instance of the halo effect is when an individual particular characteristic is transferred to every other aspect of the person’s life. Researchers rely heavily on such associations as it enables advertisers to highlight features of a product or service with the help of the singular characteristic of the individual. This is used for instance when a performer or an entertainer is used to endorse a product or service in the hope that the halo effect of the entertainer falls on the product. STABILITY It refers to the consistency of a result or of a measure at different points in time. For instance a list designed to measure proof reading ability is administered during the 1st week of an editing class and again during the 2nd week. The list possess stability if the 2 results are consistent caution should be exercised whenever

stability is used to measure reliability as people and things change overtime therefore, in the proofreading example it is possible for a person to score higher the second time because some people actually improve from week 1 to week 2. In this case, therefore the measure is not really limitable as actual change has occurred. MEASURING ADVERTISING EFFECTIVENESS 1. PRE-TESTING a. Focus Group b. Sales Test c. Physiological Test 2. POST TESTING 1) Enquiry Test 2) Split Run 3) Recall Test Four major reasons for measuring advertising effectiveness are:1. To avoid costly mistakes 2. Evaluate alternative strategies 3. Increase efficiency of advertising 4. The results serve as input into the situation need to be analyzed for the next launch: The methods are: Field and Laboratory Testing

BRANDING REASEARCH Branding research is conducted for products, services or people. It 1st determines attributes and benefits and a product in a specific

target

market.

The

information

is

obtained

through

qualitative research. The perception of each of their attributes is then tested quantitatively. This kind of research helps the SWOT analysis of a brand. The benefits of branding are:1) Customers get additional value from branding attributes for which they are willing to pay a police. 2) The company’s gains through cost saving that is obtained from loyal customers. They also gain from the revenue generated by the added value. Further overall branding helps the company make optimum use of the companies yet uncovered potential, threats and opportunities that would rub off on the brand image. 3) Uncover the difference between desire and actual perceived image. 4) Maximize

acquisition

of

new

customer

penetration. 5) Minimize loss of current customers. 6) Safeguard and increase the income revenue 7) Improve marketing and sales planning.

and

market

PACKAGING RESEARCH Package graphics and copy are critical market variables in any product category particularly for non-advertised or under advertised brand. In self service shopping environment there is a greater likelihood of the customers reaching to design change in the existing package. These are 4 packaging research services that may be used:1) PACKAGE SCREEN It involves the screening of 10-20 alternatives package designs and are objectively analyzed and 1 is finally chosen. 2) PACKAGE CHECK It is an internet bared system where the representative sample is placed in the website and the respondent sees only one design and is asked to respond to a series of questions. This study is based on 75 completed interviews. 3) PACKAGE TESTS This is a comprehensive internet based testing system where the representative sample from the internet panel is chosen and qualified respondents are invited to evaluate the package design.

4) CUSTOME/ADHOC DESIGN PACKAGE RESEARCH This

involves

communication

that

is

interactive

the

respondents are asked to read and interpret the package design, graphics and copy; they are then analyzed in an interview.

PRICING RESEARCH These are 2 main approaches to pricing research. 1) GABOR-GRANGER TECHNIQUE AND CONJOINT ANALYSIS Gabor Granger research is named after the economists who invented it in the 1960’s. The customers are 1st asked if they would buy a product at a particular price, the price is then changed and once again the respondents are asked the same question. By taking sample responses of customers and analyzing them researchers can see what is the level of demand at each price level. 2) CONJOINT ANALYSIS It is a technique that allows to workout the hidden rules that people use to differentiate between products and services by understanding precisely how people decide and what you can workout, what are the features and services in comparison with the cost that the customers are looking far.

RATING SCALES (add to measuring ad effectiveness) LIKERT SCALE A number of statements are developed with respect to a topic and respondents can strongly agree, agree, be neutral, disagree or strongly agree with the statements given. Each response option is weighted and each subject’s response added to produce a single score of the topic. To maintain measurement consistency the scores are reversed for a negatively worded statement. The Basic procedure for developing a LIKERT scale are:a) Combine a large number of statements that relate to a specific dimension whose some are positively worded and negatively worded. b) Administer

the

scale

to

sample

of

randomly

selected

respondents. c) Code the responses – continuously so that high scores indicate stronger agreement with the attitude in question. d) Analyze the response and select for the final scale those respondents that most clearly differentiate the highest from the lowest scorer. STATEMENT 1 Only US citizens should be allowed to own broadcasting stations. RESPONSE

SCORES ASSIGNED

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

STATEMENT 2 Prohibiting foreign ownership of broadcast stations is bad for the business. RESPONSE Strongly Agree Agree Neutral Disagree Strongly Disagree

RESERVED SCORES ASSIGNED 1 2 3 4 5

SEMANTIC DIFFERENTIAL SCALE This technique is used to measure the meaning and item as far as an individual. Research indicates that 3 general factors are measured y semantic differential such as Activity Potency Evaluation To use this technique a name or a concept is placed at the top of a series of 7 point scales anchored by bi-polar attitudes. For e.g. Biased Trustworthy Valuable Un-fair

unbiased Untrustworthy Worthless Fair

This technique has helped to measure attitude towards time magazine. The bi-polar adjectives typically anchor evaluates scales such as: Good, bad, pleasant/ unpleasant.

DEFINITIONS CLUTTER TEST[BROADCAST PRETEST 1] It is predominantly used for broadcast testing. It is used in two instances: 1) Researcher Test a product for recall and recognition of the same product of different brands. It helps the researcher to test, recall and recognition of the number of products that are advertised. THEATRE TEST[BROADCAST PRETEST2] During a regular show in a theatre advertisements are shown in regular slots and are tested for recall. Audiences in the theatre who are unaware of the test ads are asked to recall the advertisement. LIVE TELECAST TEST[BROADCAST PRETEST3] These tests are mostly conducted on cable TV. There are two instances where these tests are conducted: 1) Test ads are shown and sample audiences using cable TV are asked for their responses. 2) In order to check the response of the audience of a soap opera the pilot episode is shown through a select cable audience. TRAILER TEST[BROADCAST PRETEST4] Large screens in shopping malls show advertisements. In the 1st instance those coming in the mall are given coupons and

redemption rates are checked. Secondly the number of enquiries made by those without coupons is also measured.

NAME TESTING[COPY RESEARCH] A brand name needs to be tested by manufacturers or service providers. The samples are shown a list of names and at the same time are informed about a product or service that needs naming. This enables the sample to try and form a co-relation between the products or service and choice of manes that get short listed may be tested for recall or recognition. Rating scales may be used to measure sample preference. SLOGAN TESTING[COPY RESEARCH] A slogan, tagline etc. of a product or service is tested by manufacturer/researcher. The samples are informed about the product or service. Thus, enabling them to form connection between the proposed slogans/taglines and product or service. The researcher then places the opinion on a rating scale enabling them to choose the most preferred slogan. TELEVISION STORYBOARD TESTING [BROADCAST TEST5] Video tapes are advertising storyboards to specific target audience. The story board that generates most preferred response is then converted into a TVC. RECALL{ AIDED AND UNAIDED} AND RECOGNITION TESTS[POST TESTS]