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MC 4045: Secondary Research
Terms in this set (13)
What is secondary research?
Background research that uses available published information that already exists about your company, consumer, market, and competition.
advantages of secondary research
speed with which it can be conducted, the fact that much information can be obtained for free, and that the information can be obtained rather easily
possible disadvantages of secondary research
the data isn't customized to your particular needs, and the amount of information could be limited
What is a Situation Analysis?
The first section in a campaign plan that summarizes all the relevant background information and research and analyzes its significance.
Organize your situation analysis by... (5 topics)
Company, consumer, market, product, competition
Clients want to know:
- You get their company
- You understand the challenges they're facing
- You see opportunities for them to move forward in a positive way
understand the problems from the point of view of the company, consumer, existing target, etc.
understand the problem as a researcher would, from a more objective detached perspective.
Things to look for when researching the market for the product...
Look for areas that will match up favorably to the client's marketing communication program;
Look for common characteristics in these areas that you can then use as the basis for developing primary research questions.
Age, income, gender, ethnicity, education, employment type, size of family, household income, marital status, etc.
Personality, values, lifestyle, interests, attitudes;
This is info not just on who buys, but on why they buy
activities, opinions, interests
Categories that give descriptive information
Social rank - income, employment, education
Mobility - drive, take public transportation
Urbanization - housing density (how many people live in/near the areas you're looking at)
Housing - rent, own, home values
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