RESEARCH BRAINTEASER
Please comment on the following statement:
You just landed a summer internship at a local advertising agency. Being the newbie at the agency, you have been asked to locate background information and research on a client: Jenny Jeans. Jenny Jeans wants to expand her line of designer men’s and women’s jeans as well as get her jeans into more stores across the southwest. You begin your information search by logging in to Google.
Questions
Based on your knowledge of secondary data, where else should you look for research?
Please comment on the following statement:
You just landed a summer internship at a local advertising agency. Being the newbie at the agency, you have been asked to locate background information and research on a client: Jenny Jeans. Jenny Jeans wants to expand her line of designer men’s and women’s jeans as well as get her jeans into more stores across the southwest. You begin your information search by logging in to Google.
Questions
Based on your knowledge of secondary data, where else should you look for research?
I would seek other information on other campaigns done on women's jeans compiled form other agencies or research companies.
ReplyDeleteHi Correne -
ReplyDeleteYou are right that you should look at competitor ad campaigns. I'm looking for specifics in terms of where else you can find secondary data, apart from a Google search.
case studies and the library
ReplyDeleteThink of when you are conducting research. What are the many sources you look at? You're on the right track.
ReplyDeleteCorrene - are you there?
ReplyDeleteI only recall the library being suggested in lecture aside from other campaigns, case studies, other agencies, research, internal data bases and external data bases, annual reports, sales data, customer profiles, purchase patterns, product testing results and house periodicals.
ReplyDeleteYou were clearly paying attention to our lecture last Thursday! Remember that secondary data also exists on blogs and forums, goverment sites (like census.gov), and the "old fashion" sources of newspapers, magazines and books.
ReplyDeleteWhat are some advantages of using secondary data? And what are some of the drawbacks of relying solely on secondary data?
ReplyDeleteAdvantages: Accessibility, low cost, starting point, see what doesn't work, quick results, clarify problem
ReplyDeleteDrawbacks:Outdated info, lack of relevance, clutter info overload time consuming
Great! Another advantage is that secondary data may provide a whole new avenue of research you've never considered before. And a drawback can be that what you find may not solve your specific problem.
ReplyDeleteThis week, we are building on our knowledge of secondary data and will be discussing qualitative research.
ReplyDeleteWhat is Qualitative Research?
Quality research focuses on the quality of the content, feelings, experience, more substance. Opposite of quantitative that is about the numbers , how many respond.
ReplyDeleteRight. Qualitative research is used to gain insight into people's attitudes, behaviors, value systems, concerns, motivations, aspirations, culture or lifestyles.
ReplyDeleteQualitative data is always described in terms of quality (i.e. warmth, flavor, size, taste, etc)
So...What is a qualitative way of describing a room’s temperature?
hi there! sorry i'm late but I made it!!!
ReplyDeleteIn detail describing the environment, exact degrees influential factors.
ReplyDeletedo you want me to answer the question above? the research for secondary data could also be obtained through printed articles and things that can be found in the library (old school)
ReplyDeleteFrankie - please keep up with our current conversation. You are too late to comment on the research brainteaser. Remember that participation points are attributed to ontime attendance.
ReplyDeleteCorrene - Think in terms of quality. Discussing degrees would be quantitative.
ReplyDeleteSo, to describe the temperature of a room in qualitative terms could be: "This room is warmer than it is outside".
Why is qualitative research important to advertising?
ReplyDeleteunderstood. what question would you like me to answer then?
ReplyDeleteDegrees was mean to describe exact detail rather than compare outside temp, but I understand
ReplyDeleteWhy is qualitative research important to advertising?
ReplyDeleteWe haven't yet discussed this in lecture, qualitative, have we?
ReplyDeleteit gives the person who is researching a feel of the "natural" environment of which the research is being obtained. like people watching and how they shop at the mall
ReplyDeleteIt gives us insight to the consumer's psychology, social psychology, behaviors,ect
ReplyDeleteNo, we have not yet discussed qualitative research in class yet. Thus our lecture today!
ReplyDeleteFrankie - You're on the right track.
Qualitative research examines what people say, what people do, what people need or desire and the culture in which we live.
Qualitative research is concerned with the “why” of its topic, for example: “Why do you shop at Trader Joe’s every week?”
qualitative also helps to define the problem and analysis it
ReplyDeleteExactly Correne. Qualitative research is quite similar to studying consumer behavior (if we remember from last semester!).
ReplyDeleteCan anyone tell me what the most popular qualitative research methods are?
ReplyDeletei would like to say focus groups because it requires some questions, interactions as well as recording their behaviors and their opinions and comments towards the questions being asked.
ReplyDeleteFocus groups
ReplyDeleteYou are both correct. Focus groups is the "biggie" with qualitative research for all the reasons you mentioned Frankie.
ReplyDeleteAlso, in-depth interviews is another popular qualitative research method.
For today's lecture though, we are going to focus on Focus Groups.
So, what then is a focus group?
ReplyDeleteA small sample of your target interacting with information pertaining to your campaign
ReplyDeleteyay focus groups. any particular kinds like imagery, word choice questionnaires etc?
ReplyDeleteits a segmentation of the target that fit into the category in which the focus group is for. its to get a better feel and idea of who the consumer is on a small scale.
ReplyDeleteFrankie - you are going to have to elaborate on what you just typed.
ReplyDeleteKeep in mind that focus groups are used for a variety of reasons, not just what elements of an advertising campaign are more liked. For example, focus groups are used to determine why consumers like one brand over another.
Based on your reading of Chapter 4, what is the attraction of focus groups by advertisers?
ReplyDeleteare you asking about how we as advertisers attract people to attend these focus groups or is it more towards us the advertisers and why we ourselves like focus groups?
ReplyDeleteYou get much richer information from a focus than you would from just a survey. Direct questions are avoided and you can get a sense of how all participants from all walks of life interact as a group and with your product. There is much value in studying group dynamic.
ReplyDeleteTo clarify, why are focus groups one of the tools advertisers use? What do advertisers get out of focus groups with consumers?
ReplyDeleteExactly, Correne. The goal is to learn and understand what people have to say and why.
ReplyDeleteThe emphasis is on getting people to talk at length and in detail; indirect questions are used.
advertisers get the advantage of observing spontaneous discussion, high quality info.
ReplyDeleteThere are a variety of key elements to conducting a focus group. Page 112 of your textbook illustrates the required steps to putting together a focus group.
ReplyDeleteFor today's lecture, we are going to talk about Discussion Guides.
What is a focus group discussion guide?
the advertisers get a first hand experience, whether they are viewing from behind a two way mirror or talking to the consumer themselves, about what the consumer thinks, feels, reacts. correne is correct in saying that we get more information from viewing them personally. also, we can see their reactions that a paper survey or even a tap recording couldn't really express. its simple, not costly, and usually the consumer will get something out of it besides a moment of their time.
ReplyDeleteSounds good, Frankie.
ReplyDeleteIt guides the discussion topics of the focus groups so there is a path or topics we want to get information on.
ReplyDeleteExactly. It is a written outline of the topics to be covered, based on the research objectives. (Which we've learned how important these are to set at the beginning of a project.)
ReplyDeleteA discussion guide has 3 stages: establish rapport with participants (i.e. ask questions regarding attitude toward eating out); intensive discussion (i.e. ask questions about fast food restaurants); summarize conclusions (i.e. ask questions about the food and décor at a particular chain).
the focus group discussion guide is a more structured environment that is not just a question/answer type of setting. it involves interaction and free discussion among the focus group members but it is directed and controlled by the person running the focus group to keep them on track in a timely fashion.
ReplyDeleteThe goal with developing questions for a focus group is to ask open-ended questions and not questions that end is a simple “Yes” or “No”.
ReplyDeleteIt’s hard to probe for more information after someone has replied “Yes” or “No” to your question!
We are now going to put ourselves in the role of an advertising researcher! We have been tasked with creating a discussion guide for our client, Sammy Smoothies.
ReplyDeleteWe will be conducting a focus group for Sammy Smoothies to learn more about consumers’ attitude toward smoothies, why they purchase smoothies, thoughts on having a smoothie for lunch instead of a sandwich, etc.
Let’s generate some questions to possibly ask focus group participants.
Let’s start with consumers’ general attitude toward smoothies. What kinds of probing questions can we ask them?
why would a smoothie be a "better" alternative to a soft drink or just ordinary juice?
ReplyDeletewhen, and if you do, would you drink a smoothie in your day. ex: lunch, snack, out with friends, seasonal, when its there etc
to start simple and build repore, we would ask "whats your favorite flavor?" or Do you like smoothies?
ReplyDeletei agree with correne, its better to know if they even consume such a beverage than just assuming they do.
ReplyDeleteFrankie - you've skipped ahead a few steps in your questioning. But you have good questions!
ReplyDeleteCorrene - you are right that we always start simple to get folks talking and feeling at ease.
Some other probing general questions include:
- What are the advantages of smoothies compared to other food items?
- Do they drink smoothies? How often?
I think also giving a little health guide or nutritious facts about a smoothie and where to get one would also be good to mix with the questions to give the focus groups a more open mind to the thoughts of smoothies.
ReplyDeleteLet’s move on to why consumers’ purchase smoothies. What types of probing questions could we ask here?
ReplyDeleteFrankie - Remember that focus groups are not intended to educate consumers. Focus groups are simply to listen to what consumers have to say and feel about a brand.
ReplyDeleteDo you have a smoothie in place of a meal? Do you want a smoothie after a meal like a desert? Do you have a favorite smoothie vendor?
ReplyDeletewell assuming that the consumer does drink smoothies on a regular basis, i would ask questions about what time of day they like their smoothie and where they would go to get one if it is out of their way or if it is just convenient like a mall location.
ReplyDeleteWhat other types of questions could we ask so that our client, Sammy Smoothies, can best understand his consumers’ smoothie attitudes and feelings?
ReplyDeleteWhy would you choose a smoothie over other beverages such as a slushy, or coffee? Do you see smoothies as being a healthier option? are they filling?
ReplyDeletewhat kind of flavor or flavor combination do they like. the time they think it should take to make a smoothie (because nobody likes to wait more than a few minutes to have their drink served.) competitors taste comparison and what makes them the alternative selection etc.
ReplyDeleteYou are both on the right track in terms of developing questions to ask focus group participants.
ReplyDeletePlease check out page 118 of your textbook for a discussion guide example.
Let's move over to our Ethics blog.
ReplyDeleteHOMEWORK REMINDER
-Chapter 4 for Thursday, Feb. 19th
-Chapter 3 questions #4, 5, 10 (done individually) by Thurs. Feb. 19th
-Semester Research Project: “Topic Definition” due Thurs. Feb. 19th
REMEMBER: This is an in-depth description of the topic you are proposing to research and why this topic should be researched
-Correne to present an Advertising Research Current Event on Thurs. Feb. 19th
-BRING TEXTBOOKS TO CLASS!!!!