Chapter 7

Question 1

3 parts of the IBP research world

Answer 1

1. Developmental advertising and promotion research (before ads are made)
2. Copy research (as the ads are being finished or are finished)
3. Results-oriented research (after the ads are actually in the marketplace)

Question 2

Consumer insight

Answer 2

An interpretation of trends in human behaviours which aims to increase effectiveness of a product or service for the consumer, as well as increase sales for mutual benefit.

Question 3

Design thinking

Answer 3

Getting rid of any preconceived notions of what a good or service should actually look like. Guided creative brainstorming that questions convention

Question 4

Concept test

Answer 4

Seeks feedback designed to screen the quality of a new idea, using consumers as the judge or jury.

Question 5

Lifestyle research (AIO) what?

Answer 5

Uses survey data from consumers who have answered questions about themselves - advertisers get a pretty good profile of the consumers they are most interested in talking to.

Question 6

Focus group

Answer 6

a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members - understanding insights, not scientific generalizations. Low trustworthiness as a method.

Question 7

Projective techniques

Answer 7

Projective techniques seek to get to the subconscious.
Exercises designed to tap consumer emotions & thoughts. Participants are asked to project their feelings and thoughts onto other things. For example: If Coca-Cola was an animal, which animal would it be?. Common projective techniques used include: Sentence Completion, Cartoon Completion, Stereotyping, Brand Personification. Participants are then asked to explain their answers. This ‘why’ question is the important part of using projective techniques, as the projective techniques are designed to release the sub-conscious though rather than to be, in themselves, revealing. Probing is used to try and uncover the real explanations. For example, if a Coca-Cola was seen as a cow, the explanation may be that the respondent sees it as fat, slow moving and uninspiring.

Question 8

Dialogue baloons

Answer 8

Projective technique - offer customers the chance to fill in the dialogue of cartoon like stories. The story usually has to do with a product use situation.

Question 9

Zeltman Metaphor elicitation technique (ZMET)

Answer 9

ZMET is a technique that elicits both conscious and especially unconscious thoughts by exploring people’s non-literal or metaphoric expressions.

Question 10

Embeddedness of consumption

Answer 10

Consumption practices are tightly connected to social context.

Question 11

Netnography

Answer 11

online ethnography conducted in a specific manner. It is an interpretive research method that adapts the traditional, in-person participant observation techniques of anthropology to the study of the interactions and experiences that manifest through digital communications

Question 12

Copy research (evaluative research)

Answer 12

Copy testing is a specialized field of marketing research that determines an advertisement’s effectiveness based on consumer responses, feedback, and behavior. Also known as pre-testing, it might address all media channels including television, print, radio, outdoor signage, internet, and social media.

Question 13

Communication test

Answer 13

Seeks to discover whether a message is communicating something close to that the advertiser desired.

Question 14

Thought listening/cognitive response analysis

Answer 14

What are the thoughts that an ad or a promotion generates in the mind of an audience.

Question 15

Recognition test

Answer 15

For print - seen the ad before

Question 16

Recall test

Answer 16

For TV - actual memory of the ad.

Question 17

Starch Readership Service

Answer 17

The world’s leading ad measurement service.
Starch provides advertisers with proof of advertising effectiveness. The surveys are conducted by means of personal interviews with readers of specific issues of newspapers, consumer magazines, business and professional publications - noted, associated, read most categories.

Question 18

Explicit memory measures

Answer 18

Meausres and procedures that require the research subject to recall the actual exposure.

Question 19

Implicit memory

Answer 19

one of the two main types of long-term human memory. It is acquired and used unconsciously, and can affect thoughts and behaviours. One of its most common forms is procedural memory, which helps people performing certain tasks without conscious awareness of these previous experiences.

Question 20

3 distinct properties of feelings (Michael Pham)

Answer 20

1. Consumers monitor and access feelings very quickly - consumers often know how they feel before they know what they think.
2. There is much more agreement in how consumers feel about ads and brand than in what they think about them.
3. Feelings are very good predictors of thoughts.

Question 21

Resonance test goal

Answer 21

To what extent the message resonates or rings true with target audience members?

Question 22

Frame-by-frame tests

Answer 22

Usually employed for ads where the emotional component is seen as key.

Question 23

Behavioral intent

Answer 23

What consumers say they intend to do.

Question 24

Primary research

Answer 24

Data that you collect

Question 25

Secondary research

Answer 25

Secondary research (also known as desk research) involves the summary, collation and/or synthesis of existing research rather than primary research, in which data are collected from, for example, research subjects or experiments.

Question 26

Strengths of focus groups

Answer 26

• Easier to articulate in real life
• Emotions of the participants are easier to spot
• Data much more nuanced and qualitative

Question 27

Weaknesses of focus groups

Answer 27

• Peer pressure
• There might be a brand ambassador in the focus group creating a negative attitude towards a brand by other participants.
• People might be selecting though incentives - data might not reflect broader themes.

Question 28

Development Research - common practices for primary research

Answer 28

♠ Design Thinking 
♠ Concept Testing 
♠ Audience Profiling
♠ Focus Groups
♠ Projective Techniques
♠ Field Work

Question 29

Audience Profiling

Answer 29

Research that profiles target audience(s) (e.g., AOI)

Question 30

Development Research - common sources for secondary research

Answer 30

♠ Brand - data that is available from within a company (marketing strategies, annual reports, revenue)
♠ Government - data generated by the government (population, housing, transportation, demographics)
♠ Commercial - businesses & organizations that obtain and/or repackage valuable data (DDB, Prizm)
♠ Professional Publications - trade specific periodicals and industry-specific journalism/reports.

Question 31

Judging Research Quality - Reliability

Answer 31

If a research method is “reliable,” it means that it

generates generally consistent, stable, and dependable findings over time

Question 32

Judging Research Quality - Validity

Answer 32

If a research method is “valid,” it means that the
information generated is relevant to the questions being investigated – in short, that the research actually investigates what it seeks to investigate

Question 33

Reliability & Validity - what is their importance?

Answer 33

Reliability is a necessary but insufficient component of validity; ultimately research must be
deemed valid to be useful

Question 34

Judging Research Quality - Trustworthy

Answer 34

Knowing how the data were collected, can we trust the

stories being told by that data?

Question 35

Judging Research Quality - Meaningful

Answer 35

Hey! … wait a second … are the stories being told by the

data actually meaningful in terms of our IBP challenge?

Question 36

Misuses of Research

Answer 36

‣ Ask the wrong questions 
‣ Use the wrong methods
‣ Misinterpret the results
  • Generalizations 
  • Representativeness