Advertising & IMC: Principles and Practice
Based on your reading of the text Chapter 6 (11th and 10th editions – “Strategic Research”) reflect and respond to the five questions below in the text box provided.Each response is worth 2 points for a total of 10 possible points. Write the amount of words and sentences necessary to fully answer the questions. Write using your own words. Do not copy and paste. Number your responses to correspond to the question numbers.
1) Josh was told to conduct in-depth interviews with consumers to gain a better understanding of their perceptions and feelings toward his company’s brand of facial tissue. He has only had experience conducting survey research and is not sure what an in-depth interview actually is. Explain what it is, how it’s different from survey research, and how it’s done.
2) Cover Girl is a brand of cosmetics that can be purchased in major discount stores, drug stores, and grocery stores. One of Cover Girl’s largest target markets is college-aged women, and the company wants to get a first-hand understanding of how this market purchases and uses cosmetics on a daily basis. What type of research would be best at getting at this level of understanding?
3) You are trying to determine whether retired people drink more coffee at McDonald’s during lunch than they do during dinner. Why is observation research NOT effective in this scenario?
4) You are conducting research and want to make sure that it adheres to the scientific method. Discuss the two basic research criteria you need to be concerned about.
5) Discuss a major issue that global researchers face.
