Advertising Research Process

Advertising Research Process is defined as the systematic and objective approach to the development and provision of information for the advertising management decision making process. It is research activity that is performed in support of the planning development, placement or monitoring of advertising.

Steps in advertising research Process are: Establish the need for information, Specify research, objectives and information needs, Determine sources of data, Develop the data collections forms, Design the sample, Collect the data, Process the data, Analyze the data, Present research results

NEED FOR INFORMATION for Advertising Research : establishing the need for advertising research or information is the initial steps in the survey process. The researcher must understand why the information is needed and define precisely the pertinent information required for making decision about the situation under consideration

RESEARCH OBJECTIVES AND INFORMATION NEEDS for Advertising Research: the research must specify the objectives of the proposed research and develop a specific list of information needs.

DATA SOURCES for Advertising Research : determine the source or sources of data, whether the data are currently available from sources internal or external to the organization. Internal sources include previous research studies and company records. External sources include commercial research reports, government reports, and advertising agencies’ research reports. If the data are not available from internal or external sources, the firm can collect new data by means of mail, telephone, personal interviews, observation, experimentation and simulation.

DATA COLLECTION FORMS: the form should be prepared in a manner that establishes an effective link between the information needs and the questions to be asked or the observation to be recorded.

SAMPLE DESIGN: in its design, a clear definition of the population from which the sample is to be drawn must be established. The method used to select the sample can be classified as to whether they involve a probability or non-probability procedure and the size of the sample must also be established.

DATA COLLECTION: the process by which data would be collected must be established, whether it would be done by communication through the use of questionnaire or observation. The process may determine the research budget and other factors, including the selection, training and control of interviewers.

DATA PROCESSING: the processing of data includes the functions of editing and coding. Editing involves reviewing the data forms as to legibility, consistency, and completeness. Coding involves establishing categories for responses or groups of responses so that numerals can be used to represent the categories. The data are then ready for hand tabulation or computer data analysis.

DATA COLLECTION FORMS: the form should be prepared in a manner that establishes an effective link between the information needs and the questions to be asked or the observation to be recorded.

SAMPLE DESIGN: in its design, a clear definition of the population from which the sample is to be drawn must be established. The method used to select the sample can be classified as to whether they involve a probability or non-probability procedure and the size of the sample must also be established.

DATA COLLECTION: the process by which data would be collected must be established, whether it would be done by communication through the use of questionnaire or observation. The process may determine the research budget and other factors, including the selection, training and control of interviewers.

DATA PROCESSING: the processing of data includes the functions of editing and coding. Editing involves reviewing the data forms as to legibility, consistency, and completeness. Coding involves establishing categories for responses or groups of responses so that numerals can be used to represent The categories. The data are then ready for hand tabulation or computer data analysis.

PROMOTION MANAGEMENT DECISION-MAKING: promotion management decision-making involves the availability and use of adequate information. The decision maker often relies on two ways of getting needed information for the process such as:

1. Experience and judgment of the decision maker
2. Formalized information, which is available through advertising research.

The organizations effectiveness is dependent on the quality of decisions made by its manager. Most of decisions made by managers are said to be programmed because they involve recurring situations, which have been dealt with previously. This is referred to as routine decision situations and managers usually approach such decisions by the use of experience and judgment.

The second type of decision involves situation where, the problem is usually new or the situation is unique in a way that in managers normal decision making approach can not fit adequately into the situation. This is referred to as non-routine decision situation. This non-routine decision situation will push the manager to adopt the formal approach to decision making through the decision-making process.