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Creating Marketing Strategies with Qualitative and Quantitative Research
Contents:
  1. BUSINESS IDEAS
  2. Qualitative Research in Advertising: When to Do What by J. H. "Mike" Flynn
  3. How to Conduct Qualitative Advertising Research - Create Powerful Ads
  4. Uses of Quantitative & Qualitative Advertising in the Creative Process

BUSINESS IDEAS

The set fills two important market gaps: it offers commercial practitioners authoritative source texts for training and professional development; and provides students and researchers with an account of qualitative research theory and practice in use today. Each book cross-references others in the series, but can also be used as a stand-alone resource on a key topic.

The seven books have been carefully structured so as to be completely accessible in terms of language, use of jargon and assumed knowledge. Experienced market researchers will find the tools to help them critically evaluate their own work.

Qualitative Research in Advertising: When to Do What by J. H. "Mike" Flynn

Those new to market research will be provided with a complete map of qualitative market research theory and practice including brands and advertising theory and the stimulation to discuss and learn more with tutors and practitioners. Qualitative Market Research will be an invaluable resource for academic and professional libraries, commercial market researchers, as well as essential reading for students in market research, marketing and business studies. Then ask respondents to pick concepts they like best and rank them.

Rotate concepts with each interview to reduce order bias. You want to test the major parts of each ad.

How to Conduct Qualitative Advertising Research - Create Powerful Ads

Change only one part while keeping the other parts the same in all the concepts. For example, test headlines. Change headlines with each concept, but keep the body copy and image the same with each presentation.


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Headlines are important; their job is to get attention. Unique selling proposition is another important part you may want to isolate and test. It differentiates. Concept ad tests do not assess awareness or recall about ads.

Ad concept tests are relative ways of picking the best ideas for development. You can ask about awareness and recall in interviews once an ad is the market. There are also various quantitative ways to measure ads. But the supreme test is sales. It is the best measure of all. When you launch ads in the market, continue to test and measure. Measure two ads against each other.

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Pick the ad that sells the most or produces the most sales leads. It is your control ad. The control ad is the standard for other ads to beat.

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Uses of Quantitative & Qualitative Advertising in the Creative Process

Return to Advertising from advertising research Return to Home Page. During advertising creation and development, you use qualitative research focus groups or depth interviews to, Create concept ads Test concept ads First, use information and knowledge from qualitative marketing research to create your concept ads. Create Concept Ads with Qualitative Advertising Research Create concept ads from your knowledge about prospects, users, and customers.

Features Functional Benefits Higher order benefits Emotional Benefits Next, gather knowledge about imagery using projective techniques.


  • Research Basics!
  • Looking for something?.
  • Product Research!
  • The Group!

Ad Creation - Imagery, and Symbols Imagery and symbols play important roles in advertising and branding. How do you find relevant imagery? You conduct concept testing. Show one concept ad at a time.


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  • 7 Qualitative Research Methods for High-Impact Marketing [UPDATED].

Ask respondents to write about the concepts or complete a survey. Probe and dig. Understand why respondents answer the way they do.

How do focus groups work? - Hector Lanz

Check for clarity. Check whether people understand what to do. Pick the best ad concepts and develop them. Use qualitative advertising research to develop advertising that sells.