1.) Preliminary discussions
2.) Planning & data collection
3.) Application of research findings
1.) Preliminary discussions
What is the problem faced by the company? This stage involves the identification of the problems regarding advertising. The purpose of identification of the problem is to increase knowledge and understanding, Selection or Evaluation of Alternative Actions, to assess problems and opportunities.
Three components of a research problem
a.) Problem identification
b.) Justify the need for research
c.) Specifying informational needs
a.) Problem identification
The first step is to identify the advertising problem. In this step, we point out the number of problems that we are facing regarding advertising. Now the next step is to identify what type of information is needed to solve the problem when this information is needed, why this information is needed, and how the company will use this information.
b.) Justify the need for research
Research should be beneficial for the company, not all research provide benefits to the company. The question is in which condition research will be conduct. The benefit of conducting research can be evaluated by measuring cost. It means the benefits driven from research should exceed the cost that occurs in research.
c.) Specifying informational needs
The last step is to identify the important information from the research to avoids the risk of incomplete research. It will help to evaluate the strengths and weaknesses of the advertising campaign. This evaluation can be done that how a message delivered to the customer and how they respond to it.
Example of components of a research problem
a.) Problem identification
The company developed a product with two different packings and the Company wants to know which packing will be most effective in generating sales.
b.) Justify the need for research
Since there is no prior information available about these packages, so the research is required over the 6 months of the test market to determine which packing will be effective.
c.) Specifying informational needs
Research will evaluate 1) package preference; 2) product perceptions 3) uniqueness.
2.) Planning & data collection
A.) Identify the type of research
B.) Determine Sampling Method
C.) Data Collection Method
A.) Identify the type of research
a.) Access Information through secondary research
b.) If necessary, conduct primary research
Qualitative - correlation and regression, mean, median, etc.
Quantitative - do not involve numbers feeling, emotions, colours.
B.) Determine Sampling Method
a.) Randon Sample - A random sample is a method in which each individual has an equal chance to get selected.
b.) Non-Randon Sample - In this method, individuals are not selected by chance. They are selected intentionally.
C.) Data Collection Method
a.) Interviews
b.) Questionnaires and surveys
c.) Observations
d.) Mail
e.) Telephone
f.) Electronic Survey
3.) Application of research findings
If research is Quantitative the data require coding, interpretation, analyzing. If Qualitative then data need some efforts, to sum up, the information.
The last step is to apply the finding of the research. It will help to make a decision regarding the advertising problem and to evaluate the strengths and weaknesses of the advertising.
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