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 tele-
marketing & 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. DESCRIPTIVE RESEARCH

USES TYPES
1) Estimate proportion of people in Longitudinal study
a population who behave in a a) True panel
certain way b) Omnibus Panel
2) Make specific predictions 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 each time on the same
characteristic, for instance, purchases.

b) OMNIBUS PANEL:
 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
1ST TIME PERIOD TIME PERIOD
A 200 250

B 300 270

C 350 330

D 150 150
1000 1000
Another example would be a per-capita consumption of soft drinks
in a month.

AGE PER-CAPITA CONSUMPTION

20- 29 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

USES TYPES
1) It provides evidence regarding 1) Lab. experiment
the causal relationship between 2) Field experiments
variables by means of
concomitant variation
2) Time order in which variations
occurs
3) 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
Y
GOOD 40 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 TOTAL

STATUS Eat Regularly Do Not Eat
Regularly
SINGLE 750 249 999
MARRIED 1265 745 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.

PAIRED STAGGERED DISGUISED

Slightly Aware 62 60 2
of difference

Quite Aware of 17 18 5
difference

Not Aware of 21 22 93
differences
100 100 100

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) STORES
LARGE 20,000 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: - self-
pity, 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 awareness, market
recognition and how the competition is doing.
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 and market
penetration.
5) Minimize loss of current customers.
6) Safeguard and increase the income revenue
7) Improve marketing and sales planning.
 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 5
Agree 4
Neutral 3
Disagree 2
Strongly Disagree 1

STATEMENT 2
Prohibiting foreign ownership of broadcast stations is bad for
the business.
RESPONSE RESERVED SCORES ASSIGNED
Strongly Agree 1
Agree 2
Neutral 3
Disagree 4
Strongly Disagree 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 unbiased
Trustworthy Untrustworthy
Valuable Worthless
Un-fair 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]