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  1. 1. + Extra Chewing Gum By Saskia Wyeth-Smith
  2. 2. + Purpose of Research And Importance in Advertising:  To learn more about the product  Your audience  What's popular in advertising  Successful advertising techniques  History of Product  To present the product to target audience to gain attraction toward the product  To Gain attention  Creates a brand  Increases sales
  3. 3. + Primary Research:  First hand information found  Primary research is important as it is fresh new information that contributes to the build of a product of brand.  Methods of primary research I intend on using: Questionnaires and a focus group.  Primary research is one of the best ways when forming a new brand or product as it helps get the target audiences point of view on the subject; this could help gain a better understanding of how to improve the product or brand to be successful.
  4. 4. + Primary Research Techniques/Methods:  Questionnaires: -Quantitative questionnaire is when the questions have answers that are written down -Qualitative questionnaire is when the interviewee has questions with a specific answers such as multiple choice  Focus Groups: -Focus groups could be either Quantitative or Qualitative as questions could be asked with the choice of answers or any opinion from any person within the group.
  5. 5. + Presenting Research:  For the questionnaire results I will present the answers for each question with an appropriate chart such as bar graphs for questions with specific answers.  For Focus groups I will present the data gained by highlighting key elements of the answers and then placing the key sections into building my questionnaire.
  6. 6. + Strengths and weaknesses for Primary Research:-Questionnaires Strengths Weaknesses Comparable answers Open questions can gather larger amounts of data Quick to get information Could take a long time if lots of questions Information gained from a large group of people at a time People involved in the questionnaire cant express opinions
  7. 7. + Strengths and weaknesses for Primary Research:-Focus Groups Strengths Weaknesses The data gained is with mixed opinions The Interviewer has to be engaging for people to be willing to join in with their opinions Easier to target specific areas of the product of Brand Not as easy to gather the information The moderator could be biased towards the brand or product
  8. 8. + Secondary research:  Secondary research is normally consists of research from other sources such as: books, websites, magazines, television and radio.  Secondary research is important for this as it ensures that all the data collected from primary research is correct and helps add more information.
  9. 9. + Secondary Research:  For this project I intend on using various books that relate to stop motion or advertising  I also am planning on using many different websites as the information is more recent as it is online and easy to change; however I plan on using websites that cannot be changed by anyone such as Wikipedia  I will also use other adverts in the style of a stop motion methods to gain more information towards target audience and to decide which style.  Websites I intend on using: for videos of previous adverts, for additional information on the chewing gum
  10. 10. + Secondary Research :  Secondary Research could be either Quantitative or Qualitative.  Survey results is a type of secondary information and it quantitative. However Qualitative is written which is also secondary research.
  11. 11. + Secondary research methodsStrengths and Weaknesses: Strengths: Weaknesses: Ensures all primary research is correct Takes longer to find Finding additional information Some sources might be incorrect or altered(Wikipedia) The information is in more depth and detailed