Why Is Advertising Research Important?

Marketing and Advertising Research
Marketing research is the systematic gathering, recording, and analysis

of qualitative and quantitative data about issues relating
to marketing products and services. The goal is to identify and assess
how changing elements of the marketing mix impacts customer
behavior.
Advertising research: The advertising research is an application of
marketing research aimed at the measurement of advertising
effectiveness. Advertising research is better defined by history and
practice than anything else. Research comes into the advertising process
at several points. Early in the process, it is sometimes used to help a
marketer determine which segment of the market to target.
Why is Advertising Research Important?

 It defines which market to best target with the advertisements,
 It conveys the identity of the ideal consumer base in which to advertise
the product or service,
 It determines which advertising medium will make the greatest impact
on these consumers,
 It identifies whether or not the targeted consumers are receiving the
advertisements with the intended message.
7 Stages or Steps Involved in Marketing Research Process
Some of the major steps involved in marketing research process are as

follows: 1. Identification and Defining the Problem 2. Statement of
Research Objectives 3. Planning the Research Design or Designing the
Research Study 4. Planning the Sample 5. Data Collection 6. Data
Processing and Analysis 7. Formulating Conclusion, Preparing and
Presenting the Report.
Marketing research exercise may take many forms but systematic

enquiry is a feature common to all such forms. Being a systematic
enquiry, it requires a careful planning of the orderly investigation
process.
Though it is not necessary that all research processes would invariably

follow a given sequence, yet marketing research often follows a
generalised pattern which can be broken down and studied as sequential
stages.
The various stages or steps in the marketing research process are

discussed below:
1. Identification and Defining the Problem:
The market research process begins with the identification “of a problem
faced by the company. The clear-cut statement of problem may not be
possible at the very outset of research process because often only the
symptoms of the problems are apparent at that stage. Then, after some
explanatory research, clear definition of the problem is of crucial
importance in marketing research because such research is a costly
process involving time, energy and money.
Clear definition of the problem helps the researcher in all subsequent
research efforts including setting of proper research objectives, the
determination of the techniques to be used, and the extent of information
to be collected.
It may be noted that the methods of explanatory research popularly in

use are—survey of secondary data, experience survey, or pilot studies,
i.e., studies of a small initial sample. All this is also known as
‘preliminary investigation’.
2. Statement of Research Objectives:

After identifying and defining the problem with or without explanatory
research, the researcher must take a formal statement of research
objectives. Such objectives may be stated in qualitative or quantitative
terms and expressed as research questions, statement or hypothesis. For
example, the research objective, “To find out the extent to which sales
promotion schemes affected the sales volume” is a research objective
expressed as a statement.
On the other hand, a hypothesis is a statement that can be refuted or

supported by empirical finding. The same research objective could be
stated as, “To test the proposition that sales are positively affected by the
sales promotion schemes undertaken this winter.”
Example of another hypothesis may be: “The new packaging pattern has
resulted in increase in sales and profits.” Once the objectives or the
hypotheses are developed, the researcher is ready to choose the research
design.
3. Planning the Research Design or Designing the Research Study:
After defining the research problem and deciding the objectives, the
research design must be developed. A research design is a master plan
specifying the procedure for collecting and analysing the needed
information. It represents a framework for the research plan of action.
The objectives of the study are included in the research design to ensure
that data collected are relevant to the objectives. At this stage, the
researcher should also determine the type of sources of information
needed, the data collection method (e.g., survey or interview), the
sampling, methodology, and the timing and possible costs of research.
4. Planning the Sample:

Sampling involves procedures that use a small number of items or parts
of the ‘population’ (total items) to make conclusion regarding the
‘population’. Important questions in this regard are— who is to be
sampled as a rightly representative lot? Which is the target ‘population’?
What should be the sample size—how large or how small? How to
select the various units to make up the sample?
5. Data Collection:
The collection of data relates to the gathering of facts to be used in
solving the problem. Hence, methods of market research are essentially
methods of data collection. Data can be secondary, i.e., collected from
concerned reports, magazines and other periodicals, especially written
articles, government publications, company publications, books, etc.
Data can be primary, i.e., collected from the original base through
empirical research by means of various tools.
There can be broadly two types of sources

(i) Internal sources—existing within the firm itself, such as accounting
data, salesmen’s reports, etc.
(ii) External sources—outside the firm.
6. Data Processing and Analysis:

Once data have been collected, these have to be converted into a format
that will suggest answers to the initially identified and defined problem.
Data processing begins with the editing of data and its coding. Editing
involves inspecting the data-collection forms for omission, legibility,
and consistency in classification. Before tabulation, responses need to be
classified into meaningful categories.
The rules for categorizing, recording and transferring the data to ‘data
storage media’ are called codes. This coding process facilitates the
manual or computer tabulation. If computer analysis is being used, the
data can be key punched and verified.
Analysis of data represents the application of logic to the understanding

of data collected about the subject. In its simplest form analysis may
involve determination of consistent patterns and summarising of
appropriate details.
The appropriate analytical techniques chosen would depend upon

informational requirements of the problem, characteristics of the
research designs and the nature of the data gathered. The statistical
analysis may range from simple immediate analysis to very complex
multivariate analysis.
7. Formulating Conclusion, Preparing and Presenting the Report:

The final stage in the marketing research process is that of interpreting
the information and drawing conclusion for use in managerial decision.
The research report should clearly and effectively communicate the
research findings and need not include complicated statement about the
technical aspect of the study and research methods.
Often the management is not interested in details of research design and

statistical analysis, but instead, in the concrete findings of the research.
If need be, the researcher may bring out his appropriate
recommendations or suggestions in the matter. Researchers must make
the presentation technically accurate, understandable and useful.

Why Is Advertising Research Important?

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Marketing and Advertising Research

Marketing research is the systematic gathering, recording, and analysis

Why is Advertising Research Important?

7 Stages or Steps Involved in Marketing Research Process

Some of the major steps involved in marketing research process are as

Marketing research exercise may take many forms but systematic

Though it is not necessary that all research processes would invariably

The various stages or steps in the marketing research process are

It may be noted that the methods of explanatory research popularly in

2. Statement of Research Objectives:

On the other hand, a hypothesis is a statement that can be refuted or

3. Planning the Research Design or Designing the Research Study:

4. Planning the Sample:

There can be broadly two types of sources

(ii) External sources—outside the firm.

6. Data Processing and Analysis:

Analysis of data represents the application of logic to the understanding

The appropriate analytical techniques chosen would depend upon

7. Formulating Conclusion, Preparing and Presenting the Report:

Often the management is not interested in details of research design and

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