Advertising Homework
fernandon8908
ADV4411ReportingPrimaryResearchExpertInterviewEthnographyandKeyEventswithaudio.ppsxMMC 4411
Intro to Multicultural Marketing
Module/s Week/s 9-10
Preparing Research Findings Report
Final Project Timetable
| TASK | WEEKS | Description of Task | DUE DATE |
| Communicate with your assigned partner | w/o 5/27 | It is very important that your research partner is responsive and that each partner puts in their work. Communication is key to successful complete of this project and your individual grade. Students will have until 6/4 to respond or reach out to their partner. Students may be reassigned. | w/o 5/27 |
| Select a target audience and product with your partner | w/o 5/27-6/3 | You have to select your target audience and the product or service you are working with. See final project explanation. | As soon as possible |
| Prepare research brief and moderator discussion guide | w/o 6/3-6/10 | Good research instruments or the documents that will guide your research, are key to good data. Good data is key to good creative and recommendations. See examples. | By 6/16 latest |
| Recruit participants and schedule qualitative interviews (focus groups or individual interviews) | w/o 6/3-6/10-6/17-6/24 | Based on the target audience selected, start reaching out to recruit participants and schedule your interviews. Interviews cannot happen until research brief and moderator guide are finalized. | Last interview to be done by 6/30 |
| Upload research brief / moderator guide / individual peer evaluation | Upload by Friday 6/21 @5pm | Finalized Research Brief and Moderator Guide being used in qualitative interviews have to be uploaded for grading. Since you are dividing the work with your partner, the deliverable needs to look cohesive. Make sure work is proofed. Peer evaluation for this deliverable also due. | Upload by Friday 6/21 @5pm |
| Field Research | w/o 6/24-7/1 | If you are able to start your qualitative field research before w/o 6/24, you can. Make sure that your moderator guide is finalized. Make sure you are recording the interviews with consent. You will need the transcript and notes as proof and for your report. | To be done by 7/7 latest |
| Complete Field Research | w/o 7/1 or 7/7 latest | COMPLETE FIELD WORK! Your qualitative interviews have to be completed so you can start preparing your research findings report. Have transcripts, recording and notes ready. | To be done by 7/7 latest |
| Data Analysis and prepare research findings report | w/o 7/8-7/12 | Data analysis refers to going over the recordings, transcripts and notes of your interviews to prepare the research findings report. See examples and PPT. | Upload by Friday 7/12 5pm |
| Upload research findings report / individual peer evaluation | Upload by Friday 7/12 @5pm | Complete research findings report upload. Since you are dividing the work with your partner, the deliverable needs to look cohesive. Make sure work is proofed. Peer evaluation for this deliverable also due. See examples and PPT. | Upload by Friday 7/12 @5pm |
| Work on final report/book | w/o 7/15-7/22 | Work on final report/book. See examples and PPT. | Upload by Friday 7/25 @5pm |
| Upload Final Book / individual peer evaluation | Upload by Friday 7/25 @5pm | Since you are dividing the work with your partner, the deliverable needs to look cohesive. Make sure work is proofed. Peer evaluation for this deliverable also due. See examples and PPT. | Upload by Friday 7/25 @5pm |
What people SAY IS NOT always what they DO! Research is about getting closer to build a ‘picture of the participant and their world’
Business Objective
Discover real issue
Who is the consumer
Primary Research
Insight
Big Idea
Creative Strategy
Tactical Execution
Creative Strategic Process
Client discussion
Research design
Data Analysis
Creative Brief
The
Client Brief
The
Research Brief
The
Creative Brief
How to report research results
Research Findings Report - Sections
Title page
Introduction
Research Objectives
Methodology
Participant Screening Criteria
Participant Sample Composition
Research Findings – Individual Interviews
Research Findings – Ethnography
Research Findings – Expert Interview
Research Findings – Key Findings in Culture, Audience, Category, Competition, Client or Brand
Appendix – Moderator Guide
Primary Research - Research Objectives, Methodology, Participant Screening Criteria
Include your well articulated research objectives from the research brief, using words like “understand, assess, identify, explore”
Example - Understand the consumer’s perception of Schweppes sparkling water and competitive brands.
Methodology: remember that you had to interview at least 6 people from the target.
Example – The methodology used in this study was qualitative via XXX individual interviews of XX people and XXX focus groups.
Participant Screening Criteria: describe your screening criteria and your research participant pool - Screening criteria is what exactly you were looking for to recruit.
Example - Screening criteria to participate in the research study included individuals between the ages of 25-35 who travel at least once every two year for leisure. No nationality or gender quotas were imposed on the sample.
Use the information on the research brief
Primary Research - Participant Sample Composition
For the focus groups, report the composition of each participant.
Example,
Group 1 – 5 participants: 22-year-old Hispanic female, 21-year-old Hispanic male, 27-year-old American girl, 22-year-old African American male, 30-year-old Hispanic male
Group 2 – 5 participants: 25-year-old Hispanic female, 26-year-old Asian female, 29-year-old Hispanic male, 30-year-old Ukrainian female, 26-year-old Hispanic female
Must Include photos taken from the actual interviews.
Primary Research – how to report results
Reporting Findings: State the finding followed by the specific research support data. Use this format below.
This is an example,
Finding: Sparkling water consumption varies, but there is a significant amount of people who do not drink sparkling water.
For those who do consume sparkling water, its most commonly consumed on a weekly basis, rather than daily. Sparkling water was reported to be consumed on special occasions by those who are not avid consumers. For those who do drink it often, they seem to substitute for regular water. Price appears to be a consideration. The following presents specific verbatim responses from the focus group participants when asked to describe how often they consume sparking water.
Focus Group Question: How often do you drink sparkling water?
Participant Verbatims:
“I don’t have the habit of drinking it at home, but I order it in restaurants sometimes.”
“In the weekends when my girlfriend brings it for cocktails.”
“I drink it instead of normal water.”
“When I go out for dinner once a week.”
“When I prepare cocktails at home every weekend.”
“When I drink cocktails on the weekends.”
“As often as I can afford...Perrier is not that cheap for water, and it only comes in small packs.”
Research Findings – Ethnography
For reporting the ethnography findings, remember that the idea is to understand the category and the retail environment, which could provide an insight to a Big Idea:
Point to the most interesting ideas or points of discussion in bullets with a brief description of what you found in inside the store or retail location.
An ethnography could also include a trip to where the audience lives or attends in big numbers (churches, entertainment, events, etc.) – the idea is to gain further understanding of their lifestyle and behavior.
Include Photos of the retail location showing product on shelf, competition and in-store activities that could lead to further understanding the brand and its competitive landscape.
Research Findings – Expert Interview
For reporting expert interview, remember that the idea is to understand the category and POV, which could provide an insight to a Big Idea:
Point to the most interesting ideas or points of discussion in bullets with a brief description.
Include Photo of Expert interviewed with their name and title.
Research Findings – Key Findings in Culture, Audience, Category, Competition, Client or Brand
For reporting key developments or events that happened in the Culture, Audience, Category, Competition, Client or Brand or anything that is being talked about which could provide an insight to a Big Idea:
Present visually, lift a photo with brief explanation.
Point to the most interesting ideas in Culture, Audience, Category, Competition, Client or Brand.
