Lecture 26 (AMR)

Prof. Vijay Kapoor

 Chapter 8
Marketing Research
• According to American Marketing Association
“Marketing Research is the function that links
the consumer , customer and public to the
marketer through information-information
which is used to identify and define marketing
opportunities and problems , generate, refine
and evaluate marketing actions; monitor
marketing performance and improve
understanding of marketing as a process.”
 Importance of Marketing Research
(1) Planning and execution of marketing plan.
(2) Quick and correct decision-making.
(3) Effective solutions on marketing problems.
(4) Huge spending on marketing research.
 Limitations of Marketing Research
(1) Offers suggestions and not decisions.
(2) Fails to predict accurately.
(3) Cannot study all marketing problems.
(4) Resistance to research by marketing executives.
(5) Time-consuming activity.
(6) Costly/expensive activity.
(7) Dearth of qualified staff.
(8) Complexity of the subject.
(9) Uncertainty of conclusions.
(10) Limitations of data used.
Lecture 32 (AMR)

Prof. Vijay Kapoor

 Types Of New Product Research
(1) New Markets/Existing Products Research.
(2) Existing Markets/Existing Products Research.
(3) New Markets/New Products Research.
(4) Existing Markets/New Products Research.
Lecture 11 (AMR)

Prof. Vijay Kapoor

 Chapter 6
Report Writing
• The layout of the report should be as follows:
(i) The preliminary pages.
(ii) The main text.
(iii) The end matter.
In the preliminary pages the report should carry title
and date followed by acknowledgements and
foreword. Then there should be a table of
contents , followed by a list of tables and list of
graphs and charts , if any given in the report.
 • The main text of the report should have the following
parts:
(a) Introduction.
(b) Summary of findings.
(c) Main report.
(d) Conclusion.
(e) Appendices.
(f) Charts and illustrations.
(g) Calculated ‘confidence limits’ must be mentioned
and the various constraints experienced in
conducting research operations.
 Steps In Report Writing/Presentation
(1) Logical Analysis of subject matter.
(2) Preparation of final outline.
(3) Preparation of Rough Draft.
(4) Rewriting and polishing the rough draft.
(5) Preparation of Bibliography.
(6) End matter.
 Criteria of Good Research
(1) Clearly define the purpose of the research.
(2) Describe the research procedure in sufficient detail.
(3) The research design should be carefully planned.
(4) Report with complete frankness.
(5) The analysis of data should be sufficiently adequate
to reveal its significance.
(6) Conclusions should be confined to those justified by
the data of the research.
(7) Greater confidence in research is warranted if the
researcher is experienced.
 Qualities of a Good Research
(1) Good research is systematic.
(2) Good research is logical.
(3) Good research is empirical.
(4) Good research is replicable.
 Functions Of A Research Report
(1) It serves as a means for presenting the problem
studied and techniques used.
(2) It serves as a basic reference material for future use.
(3) It serves as a means for judging the quality of the
completed research project.
(4) It is a means for evaluating the researcher’s ability
and competence.
(5) It provides factual base for formulating policies and
strategies.
(6) It provides systematic knowledge on problems and
issues analysed.
Lecture 22-23 (AMR)

Prof. Vijay Kapoor

Post Testing/Real World Measures
• Evaluation and measurement provide feedback. If the
questions are constructed in the right way, if the
correct observations are done, if the right people are
interviewed , marketers will receive diagnostic
feedback, a critical component of marketing
communication.
• Another important reason for measuring marketing
communication efforts is to determine the gap
between marketing communication expectation and
reality. Gap analysis is an analysis of the difference
between what customers expect from a brand and
what they actually experience.
 • Advertising Post Testing is being done after
the ad has been run commercially.
• There are two categories of post-tests:
(1) Tests not based on respondent’s memory.
(2) Tests based on respondent’s memory.
(1) Tests not based on respondent’s memory:
(a) Enquiry Test.
(b) Sales Test.
(2) Tests based on respondent’s memory:
(a) Recognition Test.
(b) Recall Test. [ (i) Aided Recall, (ii) Unaided
Recall.]
(c) DAR (Day after Recall).
 (3) Attitude Tests:
(a) Thurstone Scale.
(b) Likert Summated Scale.
(c) Gutman Scale.
(d) Semantic Differential.
(e) Staple Scale.
(f) Nominal (categories).
(g) Ordinal (ranks).
(h) Interval (scores).
(i) Ratio.
Lecture 26 (AMR)

Prof. Vijay Kapoor

 Chapter 8
Marketing Research
• According to American Marketing Association
“Marketing Research is the function that links
the consumer , customer and public to the
marketer through information-information
which is used to identify and define marketing
opportunities and problems , generate, refine
and evaluate marketing actions; monitor
marketing performance and improve
understanding of marketing as a process.”
 Importance of Marketing Research
(1) Planning and execution of marketing plan.
(2) Quick and correct decision-making.
(3) Effective solutions on marketing problems.
(4) Huge spending on marketing research.
 Limitations of Marketing Research
(1) Offers suggestions and not decisions.
(2) Fails to predict accurately.
(3) Cannot study all marketing problems.
(4) Resistance to research by marketing executives.
(5) Time-consuming activity.
(6) Costly/expensive activity.
(7) Dearth of qualified staff.
(8) Complexity of the subject.
(9) Uncertainty of conclusions.
(10) Limitations of data used.
Lecture 33(AMR)

Prof. Vijay Kapoor

 Pricing Research
(1) Gabor-Granger Pricing Research.
Optimum Price

Revenue

Demand
Curve

Price
(2) Conjoint Analysis.
[The likelihood of purchasing the product based
on attributes.]
Lecture 14 (AMR)

Prof. Vijay Kapoor

 Copy Research Methods
(1) Concept Testing
• Concept testing is an attempt in identifying
early on potentially successful products. It is
the attempt to predict the success of a new
product idea before putting it on the market.
• The process for concept testing often depends
on the type of product being developed,
typically in the following manner:
(contd.)
(a) Define the purpose of the test.
(b) Choose a survey population.
(c) Choose a survey format.
(d) Communicate the concept.
(e) Measure customer response.
(f) Interpret the results.
(g) Reflect on the results and the process.
 Benefits of a Concept Test
(i) A product reaction study, including liking and
intention to purchase.
(ii) A tool that can be customized to profile your
own product or service idea.
(iii) Consumers can evaluate and provide feedback
early on in the development process.
(iv) A management tool for measuring potential
success and to refine the concept.
(v) A screen for unproductive ideas and a way to
optimise the investment of time and resources.
Lecture 22 (AMR)

Prof. Vijay Kapoor

Post Testing/Real World Measures
• Evaluation and measurement provide feedback. If the
questions are constructed in the right way, if the
correct observations are done, if the right people are
interviewed , marketers will receive diagnostic
feedback, a critical component of marketing
communication.
• Another important reason for measuring marketing
communication efforts is to determine the gap
between marketing communication expectation and
reality. Gap analysis is an analysis of the difference
between what customers expect from a brand and
what they actually experience.
 • Advertising Post Testing is being done after
the ad has been run commercially.
• There are two categories of post-tests:
(1) Tests not based on respondent’s memory.
(2) Tests based on respondent’s memory.
(1) Tests not based on respondent’s memory:
(a) Enquiry Test.
(b) Sales Test.
(2) Tests based on respondent’s memory:
(a) Recognition Test.
(b) Recall Test. [ (i) Aided Recall, (ii) Unaided
Recall.]
 (3) Attitude Tests:
(a) Thurstone Scale.
(b) Likert Summated Scale.
(c) Gutman Scale.
(d) Semantic Differential.
(e) Staple Scale.
(f) Nominal (categories).
(g) Ordinal (ranks).
(h) Interval (scores).
(i) Ratio.
Lecture 28 (AMR)

Prof. Vijay Kapoor

 Product Research
• Product research is a part of marketing
research that provides information about the
desired characteristics of the product or
service.
• Packaging and branding are treated as two
components.
• Product research has two important aspects:
(i) Technical aspect of a product, and
(ii) Marketing aspect of a product.
 Need for Product Research
(1) Introducing a new product in the market.
(2) Understanding consumers tastes and
preferences.
(3) Forecasting the market share and market growth
of the product.
(4) Positioning the product.
(5) Testing the prototype of the product.
(6) To predict the possible success or failure of the
product.
(7) Modification of the product.
Advertising and Marketing
Research
Prof. Vijay Kapoor
 Chapter 1
Fundamentals of Research
• Definition: According to American Marketing
Association “Marketing research is the
function that links the consumer, customer
and public to the marketer through
information- information used to identify and
define marketing opportunities and problems;
generate, refine and evaluate marketing
actions; monitor marketing performance; and
improve understanding of marketing as a
process.”
• According to Philip Kotler, “Marketing research is
a systematic problem analysis, model building
and fact finding for the purpose of improved
decision-making and control in the marketing of
goods and services.”
• In marketing and advertising the customer is
central to all activities conducted. Organizations
have to be customer oriented and work hard on
understanding the customer’s requirement and
find out effective ways to satisfy their
requirements.
 Objectives/Importance of Marketing
Research
(1) To gain consumer insight.
(2) New launches of the product.
(3) Managing sales.
(4) Understanding customers.
(5) Forecasting.
 Variables And Its Types
• A variable is the central idea in research.
• It is defined as anything that varies or changes in
value.
• Types of Variables:
(1) Continuous and Discontinuous.
(2) Dependent and Independent.
(3) Moderating.
(4) Intervening.
(5) Extraneous.
 Qualitative and Quantitative
Research
Qualitative Research is primarily exploratory
research. It is used to gain an understanding
of underlying reasons, opinions and
motivations. It provides insights into the
problem or helps to develop hypotheses for
potential quantitative research.
Quantitative Research is used to quantify the
problem by way of generating numerical data
or data that can be transformed into usable
statistics.
• (For difference between qualitative and
quantitative research please refer to page nos.
9-10, of Vipul publication by Naikar and
Mehta)
 Stages In The Research Process
(1) Formulating the research problem: It can be
identified in three situations:
(a) Overt difficulties.
(b) Latent difficulties.
(c) Unnoticed opportunities.

(contd.)
 A complete problem definition must specify the
following:
(a) Unit of Analysis.
(b) Characteristics of Interest.
(c) Time and Space Boundaries.
(d) Environmental Conditions.
(2) Objectives of the Research.
(3) Hypothesis Development.
(4) Extensive Literature Review.
(5) Choice of Research Design.
(6) Determining sources of Data.
(7) Designing the Data Collection Form.
(8) Determining Sampling Design & Size.
(9) Organizing & Conducting the Field Survey.
(10) Processing and Analysing the collected data.
(11) Preparing the Research Report.
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Chapter 2
Hypothesis
Lecture 17 (AMR)

Prof. Vijay Kapoor

 Methods Of Copy Testing
(1) Qualitative Interviews.
(2) Free Association Tests.
(3) Direct Questioning.
(4) Direct Mail Tests.
(5) Statement-comparison Tests.
(6) Focus Groups.
(7) The Moderator’s Role.
(8) Motivational Research.
(9) Comprehension and Reaction Tests.
(10) Consumer Juries.
Lecture-29 (AMR)

Prof. Vijay Kapoor

 Utility/Importance of Product Research
(1) Achieve product superiority.
(2) Continuously improve product performance.
(3) Monitor the potential threat levels.
(4) Cost reduction of product formulations.
(5) Shelf-life studies.
(6) Measure the effect of price, brand name etc.
(7) Provide guidance to R & D .
(8) Monitor product quality from different factories.
(9) Predict consumer acceptance of new products.
 How to make Product Testing more
effective
(1) A systems approach.
(2) Normative data.
(3) Same research company.
(4) Real environment test.
(5) Relevant universe.
(6) Critical variables.
(7) Conservative actions.
Lecture 9 (AMR)

Prof. Vijay Kapoor

 Scaling Techniques
• The attitudes are measured on scales. The respondent is
asked indirectly to show his agreement or disagreement
with certain statements and the score is calculated on the
basis of agreements and disagreements.
• For example, consider a scale from 1 to 10 for locating
consumer characteristics (preference for the product). Each
respondent is a number from 1 to 10, denoting the degree
of unfavourableness for the product, with 1 indicating
extremely unfavourable and 10 indicating extremely
favourable. Here, the measurement is the process of
assigning the actual number from 1 to 10 to each
respondent while the scaling is a process of placing
respondents on a continuum with respect to their
preference for the product.
 Some Important Scales
(a) Thurstone Scale: This scale is based on the (principle)
understanding that people could distinguish
differences between attitude statements and they
could identify items that were close to them.
(b) Likert Summated Scale: Here the respondents have
to show the degree of their agreement with the
statement or disagreement with a statement . For
measuring the attitude the respondents are asked to
answer whether they AGREE, DISAGREE, STRONGLY
AGREE, etc.
(contd.)
(c) Gutman Scale: Statements are about a product or
product attribute and agreement or disagreement
is tabulated on unidimensional scale.
(d) Semantic Differential Scale: This a seven point
rating scale used to derive the respondent’s
attitude towards the given object or event by
asking him to select an appropriate position on a
scale between two bipolar adjectives (such as
“warm” or “cold”, “powerful” or “weak” etc.).
(contd.)
• For example, the respondent might be asked to rate the
following five attributes of Shopper’s Stop by choosing a
position on a scale between the adjectives that best
describe what really the Shopper’s Shop means to him.
[Organized x Unorganized]
[ Cold x Warm]
[ Modern x Old-fashioned]
[ Unreliable x Reliable]
[ Complex x Simple]
The respondent will place a mark anywhere between the two
extreme adjectives, representing his attitude towards the
object. The Shopper’s Stop is evaluated as Organized, Cold,
Modern, Reliable and Simple.
(e) Staple Scale: It is a unipolar (one adjective) rating
scale designed to measure the respondent’s
attitude towards the object or event. The scale is
comprised of 10 categories ranging from -5 to +5
without any neutral point (zero).
(f) Constant Sum Scale: Here the respondents are
asked to allocate a constant sum of units, such as
points, dollars, chips or chits among the stimulus
objects according to some specified criterion.
 Sociometry Test
• The basic technique in sociometry is the “sociometric
test.”
• In this test each member of a group is asked to choose
from all other members those with whom he prefers
to associate in a specific situation. The situation must
be a real one to the group under study, e.g., ‘group
study’ , ‘play’ , ‘class room seating’ for students of a
public school.
• A specific number of choices, say two or three to be
allowed is determined with reference to the size of the
group and different levels of preferences are
designated for each choice.
Lecture 16 (AMR)

Prof. Vijay Kapoor

 Copy Testing
• It refers to a wide array of research solutions for
evaluating and improving the effectiveness of
advertising content.
• It is conducted after:
(1) A detailed positioning study indicated an opportunity
for the brand that, in turn, feed copy development.
(2) A qualitative research (focus groups, in-depths) has
been used in the creative development process; or
(3) Tracking research has indicated that the current
campaign is no longer building awareness or image.
[Copy tests can be conducted at any time there is new
advertising that needs to be evaluated.]
 Copy Testing Questions
(a) Is our communication clear and easy to
understand ?
(b) What is the message to be communicated ?
(c) Does our advertising offend anyone ?
(d) Does our communication ensure that the
right image is conveyed ?
(e) Are we saying the right things ?
 Stimuli
• The single biggest category of copy testing is
for TV, where the stimuli are usually 30 or 60
second spots.
• In diagnostic tests, the state-of-finish can be:
(i) Animatic Rough.
(ii) Photomatic Rough.
(iii) Steal-o-matic or Live –Action Rough.
(iv) Rough Cuts.
 Copy Test Designs
[A] Off-air tests.
[B] On-air tests.
Lecture-29 (AMR)

Prof. Vijay Kapoor

 Utility/Importance of Product Research
(1) Achieve product superiority.
(2) Continuously improve product performance.
(3) Monitor the potential threat levels.
(4) Cost reduction of product formulations.
(5) Shelf-life studies.
(6) Measure the effect of price, brand name etc.
(7) Provide guidance to R & D .
(8) Monitor product quality from different factories.
(9) Predict consumer acceptance of new products.
 How to make Product Testing more
effective
(1) A systems approach.
(2) Normative data.
(3) Same research company.
(4) Real environment test.
(5) Relevant universe.
(6) Critical variables.
(7) Conservative actions.
Lecture 7 (AMR)

Prof. Vijay Kapoor

 Methods of Primary Data Collection
(1) Observation: It may be defined as a systematic viewing of
a specific phenomenon in its proper setting or the specific
purpose of gathering data for a particular study.
Types of Observation:
(a) Participant observation.
(b) Non-participant observation.
(c) Direct observation.
(d) Indirect observation.
(e) Controlled observation.
(f) Uncontrolled observation.
(contd.)
Advantages:
# 100% natural and no subject reactivity or
demand characteristics.
Disadvantages:
# Expectations of the experimenter.
# Lack of informed consent.
# Usually have to rely on convenience sampling.
# Mostly qualitative data is available.
(2) Experimentation: It is a research process
used to study the causal relationships
between variables.
[The applications of experimental methods are
‘Laboratory Experiment’ and
‘Field Experiment’.]
(3) Simulation: It is a symbolic abstraction,
simplification and substitution for some
referent system.
[It is defined as “the exercise of a flexible
imitation of processes and outcomes for the
purpose of clarifying or explaining the
underlying mechanisms involved.”
 (4) Interviewing: It may be defined as two-way
systematic conversation between a researcher and an
informant initiated for obtaining information relevant
to as a specific study.
[Interview can add flesh to statistical information.]
Types of Interviews:
(a) Structured or directive interview.
(b) Unstructured or non-directive interview.
(c) Focused interview.
(d) Clinical interview.
(e) Depth interview.
 • In Quantitative research (survey research),
interviews are more structured than in
Qualitative research.
(a) Face-to face interviews.
(b) Telephone interviewing.
(c) Group interviews.
(d) Computer Assisted Personal Interviewing.
(e) Panel Method.
 (5) Survey: It involves sending questionnaires to
the respondents. This can be used in the case
of educated respondents only.
Questionnaires may be :
(i) Structured or
(ii) Unstructured.
 Characteristics of a Good
Questionnaire
(1) Purpose.
(2) Language.
(3) Frame of Reference.
(4) Arrangement of Questions.
(5) Length of the Questionnaire.
(6) Form of Response.
(6) Case Studies:
[ For advantages and disadvantages of Case
study method, please refer to text book page
nos. 80-81, by Vipul publication]
Lecture 20 (AMR)

Prof. Vijay Kapoor

 TVC Pretesting
Pretesting explores the five following research
questions:
(1) Comprehension.
(2) Attractiveness.
(3) Acceptability.
(4) Identification.
(5) Persuasion.
 Radio Commercial Pretesting
(1) Qualitative Assessment.
(2) Moment by Moment Trace.
(3) Telephone format.
(4) Interactive Voice Recognition.
(5) Advertising Tracking Studies.
Lecture 10 (AMR)

Prof. Vijay Kapoor

 Data Processing And Analysis
• Data Processing:
• The data collected from the primary and
secondary sources are raw in nature and
needs appropriate processing and analysis
with the help of various statistical tools.
• There are three preparation stages necessary
in either manual or computer processing:
editing, classifying and coding.
• Data Analysis:
• The researcher should classify the raw data into some
purposeful and usable categories.
• The analysis of data requires a number of closely
related operations such as establishment of
categories, the application of these categories to raw
data through coding, tabulation and then drawing
statistical inferences .
• Analysis work after tabulation is generally based on
the computation of various percentages, coefficients
etc. by applying various well-defined statistical
formulae.
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Lecture-30 (AMR)

Prof. Vijay Kapoor

 Methods Of Product Research
(1) Monadic testing.
(2) Sequential monadic testing.
(3) Paired –comparison design.
(4) The protomonadic design.
Lecture 5 (AMR)
 Chapter 4
Sampling
• Usually, the population is too large for the
researcher to attempt to survey all of its
members. A small, but carefully chosen sample
can be used to represent the population.
• The sample reflects the characteristics of the
population from which it is drawn.
• A sample design is a definite plan for obtaining a
sample from a given population.
• It is incumbent on the researcher to clearly define
the target population.
 Sampling Methods
(1) Probability sampling methods: In this each
member of the population has a known non-zero
probability of being selected.
(i) Random Sampling.
(ii) Systematic Sampling.
(iii) Stratified Sampling.
(iv) Cluster/Multistage Sampling.

(contd.)
 (2) Non-Probability sampling methods: In this
the members are selected from the
population in some non-random manner.
(i) Convenience Sampling.
(ii) Judgment Sampling.
(iii) Snow Ball Sampling.
(iv) Quota Sampling.
(v) Sequential Sampling.
 Sampling Plan
(1) Sampling Unit.
(2) Sample Size.
(3) Sampling procedure.
 Steps In Sampling Process
(1) Defining the target population.
(2) Specifying the sampling frame.
(3) Specifying the sampling unit.
(4) Selection of the sampling method.
(5) Determination of sample size.
(6) Specifying the sampling plan.
(7) Selecting the sample.
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Lecture 15 (AMR)

Prof. Vijay Kapoor

 Kinds of Concept Tests
Type 1
• Concept Screening Tests:
(i) Concept ideas that are promising merits further
consideration and development.
(ii) Believability and relevance.
(iii) Perceived Uniqueness and Value.
(iv) Trial-ability or potential for trial.
(v) Relative attribute performance advantage.
(vi) Multiple measures of attribute desirability.
(vii) Measures of trial potential that go beyond
purchase intent.
 Type 2
Concept Tests
• Concept Test-Positioning-Demand Analysis.
(i) Present consumers with test concepts vis-a vis
competing brands in product consideration sets.
(ii) Identify potential opportunity size including
sales estimates.
(iii) Provide an in-depth profile of potential
adopters.
(iv) Strengths/Weaknesses analysis based on
attributes/benefits.
(v) Awareness/Distribution impact.
 Type 3
Pre-Market Concept Tests
(i) It measures attractiveness of a new product
or service.
(ii) Evaluates the level of agreement.
(iii) Detects communication problems.
(iv) Provides purchase intention indicators.
(v) Minimizes the risk of failure in the market.
(2) Name Testing.
(3) Slogan Testing.
(4) Usage.
Lecture 25 (AMR)

Prof. Vijay Kapoor

 Getting the Best Out of Neuroscience
(1) Be critical.
(2) Look for experience.
(3) Integrate.
(4) Case Study- Slide share.
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Lecture 34 (AMR)

Prof. Vijay Kapoor

 Packaging Research/Need and
Importance
(1) Is it attractive and also if it was as per the current trend ?
(2) Whether any modifications are required ?
(3) Whether it is eco-friendly ?
(4) Whether the packaging material is safe, durable and
protects the product ?
(5) Whether it gives clear visibility /identity of the product
and the brand ?
(6) If the cost of packaging was high , how to reduce it ?
(7) Does it facilitate proper disposal ?
(8) Whether there was scope for improvement in the
packaging ?
 Methods of Packaging Research
(1) Quantitative Research Surveys.
(2) Shelf Impact.
(3) Simulated Display.
(4) Custom/Ad-hoc Packaging Research – Package
Communication.
(5) Focus Groups.
(6) Usage Tests.
(7) Shopper Behaviour Research.
(8) Package Test – Finished or Near-Finished Packaged Design.
(9) Branding Research.
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Lecture 6 (AMR)

Prof. Vijay Kapoor

 Chapter 5
Data Collection Methods
• Data form the basis for testing the hypotheses
formulated in a study.
• Data also provide the facts and figures
required for constructing measurement scales
and tables, which are analysed with statistical
techniques.
• Data serves as base or raw material for
analysis.
 Sources of Data
[A] Primary Sources.
[B] Secondary Sources.
Use of Secondary Data:
(1) Some specific information may be used for
reference purposes.
(2) May be used as benchmarks.
(3) May be used as the sole source of
information.
 • Advantages of Secondary Data:
(1) Broadens the database.
(2) To verify findings based on primary data.
(3) Can be obtained quickly and cheaply.
(4) Wider geographical area and longer
reference period may be covered without
much cost.
 • Disadvantages/Limitations of Secondary Data:
(1) Become obsolete.
(2) The available data may not meet specific
research needs.
(3) May not be accurate as desired.
(4) Information about the whereabouts of
sources may not be available to all the social
scientists.
 Quantitative & Qualitative Data
Collection Methods
• The Quantitative data collection methods, rely on
random sampling and structured data collection
instruments.
• The data gathering strategies include:
(1) Experiments/Clinical trials.
(2) Observing and recording well defined events.
(3) Obtaining relevant data from Management
Information System (MIS).
(4) Surveys with close ended questions.
 Methods of Collecting Primary Data
(1) Observation.
(2) Experimentation.
(3) Simulation.
(4) Interviewing.
(5) Survey.
(6) Case Studies.
(7) Projective techniques.
(8) Sociometry.
Lecture 17-18-19 (AMR)

Prof. Vijay Kapoor

 Methods Of Copy Testing
(1) Qualitative Interviews.
(2) Free Association Tests.
(3) Direct Questioning.
(4) Direct Mail Tests.
(5) Statement-comparison Tests.
(6) Focus Groups.
(7) The Moderator’s Role.
(8) Motivational Research.
(9) Comprehension and Reaction Tests.
(10) Consumer Juries.
 Essentials Of Effective Testing
(1) Establish communication objectives.
(2) Use a consumer response model.
(3) Use pre-test and post-test.
(4) Use multiple measures.
(5) Understand and implement proper research
 Advertising Effectiveness Testing
(1) Pretesting:
(a) Media.
(b) Messages.
(c) Market.
(d) Budgeting.
(e) Scheduling.
(2) Current Testing:
(a) Media.
(b) Message.
(c) Scheduling.
(contd.)
 (3) Post Testing:
(a) Media.
(b) Message.
(c) Market.
(d) Results.
[Pretest: Advertisement testing before it is run
gives the indication of the feedback.]
 [A] Print Media Advertisements
(1) Technique based on verbal response.
(2) Technique based on physiological response.
(3) Technique based on behavioural response.
(4) Copy testing based on verbal response are:
(a) Consumer jury method.
(b) Portfolio Test.
(c) Qualitative Research.
(d) Mock magazine Test.
(e) Direct Questioning.
(f) Perpetual Meaning Studies.
 [B] Broadcast Pretesting:[TVC and
Radio]
(1) Trailer Test.
(2) Theatre Test.
(3) Live Telecast/On the Air Test.
(4) Clutter Test.
Lecture 24 (AMR)

Prof. Vijay Kapoor

Data Interpretation & Presentation
• Data interpretation: After collecting the data
by various tools the researcher analyses it by
following various steps.
• Once the data is analysed it has to be
interpreted to draw inferences.
• Interpretation means drawing inferences from
the collected facts after an analytical study.
 Technique of Interpretation
(1) The researcher gives reasonable
explanations.
(2) Securitization of every information collected
during the study.
(3) Taking consultation and second opinion.
(4) Interpretation must be systematic to avoid
false generalization.
 Neuroscience-A New Perspective
• Neuromarketing comes from Neuroscience-the
study of brain.
• When coupled with marketing it’s a research
method that studies a person’s neuro responses
or patterns when exposed to a particular
advertisement or image.
• Neuroscience can be used to evaluate marketing
communication-whether it’s a television
commercial , print ad or store circular-and that is
what ultimately creates a commercial.
 When to use Neuroscience
(1) Sensitive Material.
(2) Abstract or “Higher Order” Ideas.
(3) A need to Probe for Transient Responses to Ads.
or Brand Experience.
(4) A need to understand Consumer’s Feelings.
(5) Advertising and Emotions.
(6) Mental Processing of Advertisements.
(7) Affective v/s Cognitive Ads.
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Lecture 31 (AMR)

Prof. Vijay Kapoor

 Product Research/ Process of New
Product Development
(1) Idea generation.
(2) Idea screening.
(3) Concept development and testing.
(4) Business analysis.
(5) Beta testing and market testing.
(6) Technical implementation.
(7) Commercialization.
Lecture 8 (AMR)

Prof. Vijay Kapoor

 Projective Techniques
• Projective techniques involve presentation of
ambitious stimuli to the respondents for
interpretation.
• In doing so, the respondents reveal their inner
characteristics.
• The stimuli may be a picture, a photograph, an
inkblot or an incomplete sentence.
 Types of Projective Techniques
• Projective Techniques may be divided into
three broad categories:
(1) Visual Projective Techniques.
(2) Verbal Projective Techniques.
(3) Expressive Techniques.

(contd.)
(1) Association.
(2) Construction.
(3) Completion.
(4) Expressive.
(5) Choice Ordering.
 Sociometry
• It is a method for discovering , describing and
evaluating social status, structure and
development through measuring the extent of
acceptance or rejection between individuals in
groups.

(contd.)
Lecture 21 (AMR)

Prof. Vijay Kapoor

 Physiological Rating Scales
(1) Eye Tracking Tests:
- Eye movement camera.
- Perceptoscope or Pupilometric Devices.
(2) Skin Responses:
- Galvanic Skin Response.
(3) Voice Pitch Analysis.
(4) Brain Pattern Analysis.
- Alpha Activity.
- Hemispheric lateralization.
 Challenges to Pretesting
(1) Halo effect.
(2) The Artificial World of Testing.
(3) Respondents on Hot Seat.
(4) The shock of the New.
 Projective Techniques
• Definition: Projective techniques facilitate the
articulation of otherwise repressed or withheld
thoughts by allowing the research participant or
subject to project their own thoughts on to
someone or something.
• An indirect form of questioning in which an
environment is created which encourages the
informant to freely project beliefs and feelings
into the situation.
(contd.)
 Four Practical Projective Techniques
(1) Metaphor, Analogies and Similies.
(2) Third Party Projection.
(3) Association : [Word Association, Imagery
Association, Personification Association].
(4) Thematic Apperception Test (TAT).
(5) Shopping List.
 Disadvantages of Projective
Techniques
(1) Trained interviewers and skilled interpreters
are required.
(2) Interpreters bias can affect analysis.
(3) It is a costly method.