香港4A基础培训完整版广告培训.pdf

Lesson 17 ：Market Research (II) TYPES OF RESEARCH/ METHODOLOGY What are the types of research/ methodology available? There are 3 basic kinds of research:   A. ‘Desk’ or Secondary Research   The files/ sales records/ company data   Government/ trade associations/ media/ libraries   Competitors/ suppliers customers   Trade fairs/ conference/ seminars   Published and subscription services   B. Field or Survey Research   (I) Quantative ad hoc surveys   Personal/ mail/ telephone interviews   Product testing   Name/ pack/ price testing   Pre and post advertising testing   Usage, purchasing, opinion and attitude surveys   Market segmentation   Distribution and stock checks   Dealer opinion surveys   Corporate images   Model building   (II) Qualitative Research   Internal briefings/ brainstorming   Unstructured in-depth interviews (retail/ consumer/ industrial)   Group discussions   Observational studies   Pilot surveys (to explore a new product or geographical market in order to identify the main dimensions, and to develop hypotheses for quantification)   C. Syndicated Services   Retail audits   Consumer panels   Omnibus surveys   Media surveys Types of research/ methodology commonly used by advertising agencies: Evaluation Research   Here qualitative research is used to assess whether or not a new advertising will satisfy its strategic objectives. 1   Group discussions are commonly used “to test” ad concepts. This can be a useful procedure but only if the criterion for evaluation, the benchmark of success or failure, has been clearly identified and agreed by the clie