Advertising research

2. Topic—A comparative study of prices of Amazon and flipkart pre
covid and post covid situations in respect toThane region.
Topic– A study of shopping behaviour of Millennials and Generation z
during and post covid in respect toThane region.

4. #1. Research expands your knowledge base
#2. Research gives you the latest information
#3. Research helps you know what you’re up against
#4. Research builds your credibility
#5. Research helps you narrow your scope
#6. Research teaches you better discernment
#7. Research introduces you to new ideas
#8. Research helps with problem-solving
#9. Research helps you reach people
#10. Research encourages curiosity

11. DEFINITION OF MARKETING RESEARCH
• The Marketing Research is the systematic collection, analysis, and interpretation of data
pertaining to the marketing conditions.

12. In Advertising and marketing the customer is the
central of all activities conducted.
Organizations have to be customer oriented and
work hard on understanding the customers
requirement and find out effective ways to satisfy
their requirements. Therefore research becomes very
important in marketing and advertising.

13. The IKEA Case Study
Let’s examine a masterpiece of strategy in IKEA using the IKEA case study analysis. Their mission is to deliver
stylish furniture at low prices.Their activities show clear trade-offs and strong fit:
• Furniture is disassembled and requires self-assembly, reducing assembly cost and allowing storage in compact
boxes.
• Assembling furniture yourself also seems to increase your enjoyment of it, maybe because of endowment
effect.
• Compact boxes reduce freight shipping costs from the manufacturer.
• Compact boxes allow buyers to more easily transport furniture to their homes with little assistance.
This means time from buying to having furniture in your house is much faster than shipped furniture.
1. IKEA stores are huge warehouses in large suburban locations with highway access. With large parking lots and
loading zones, they allow customers to self-service and deliver their own furniture.
2. IKEA showrooms have minimal staff, with the entire inventory laid out for buyers to peruse.
3. IKEA cafeterias are self-service and customers are encouraged to bus their own trays.
4. IKEA designs its own products, allowing trade-offs in styling and cost.
Furniture has few customization options, allowing production in bulk and bargaining at scale.
A narrower catalogue also allows IKEA to keep its warehouses fully stocked, instead of requiring shipping.
Many of these activities fit together and reinforce each other to provide low-priced furniture. The furniture’s self-
assembled design reduces manufacturing costs, storage costs, shipping costs from manufacturer, and shipping
costs to customers. In turn, IKEA’s locations make the furniture’s self-assembled design even more effective.

14. 1. Note how each activity is distinctly a trade-off: you either have furniture
disassembled or not. You either have salespeople on the showroom floor or
not.This is one of the aspects covered in the IKEA case study analysis.
2. Many traditional furniture retailers practice the inverse of IKEA’s value chain. If
they tried to adopt one of IKEA’s activities, they’d find it less compatible with
their own value chain, and so they’d gain very little of IKEA’s competitive
advantage.
3. Note too that, in making these tradeoffs, IKEA is deliberately alienating
customer groups – those who want furniture ordered seamlessly to their
homes, who want nice salespeople to guide them through options, who want
unique and fancifully designed furniture. The IKEA case study analysis shows
how trade-offs can sometimes have big strategic payoffs.

15. Activity System Map
To visualize the strength of fit between activities, place the activities on a
map.
Start by placing the key components of the value proposition.
Make a list of the activities most responsible for competitive advantage
Add each activity to the map. Draw lines wherever there is fit: when the
activity contributes to value proposition, or when two activities affect
each other
Here’s an example for IKEA:
https://youtu.be/1Pw2hCPo1KM

17. Objectives of Marketing research
• To gain consumer Insight
• New launch of the product.
• Managing sales
• Understanding customers
• Forecasting

18. VARIABLE AND ITSTYPE
• A variable is any qualitative or quantitative characteristic that can change and have more
than one value, such as age, height, weight, gender, etc.
• Before conducting research, it’s essential to know what needs to be measured or analyzed
and choose a suitable statistical test to present your study’s findings.
• In most cases, you can do it by identifying the key issues/variables related to your
research’s main topic.
• A variable is, as the name applies, something that varies. Age, sex, export, income and
expenses, family size, country of birth, capital expenditure, class grades, blood pressure
readings, preoperative anxiety levels, eye color, and vehicle type are all examples of
variables because each of these properties varies or differs from one individual to another.
Example: If you want to test whether the hybridization of plants harms the health of people.
You can use the key variables like agricultural techniques, type of soil, environmental factors, types of pesticides
used, the process of hybridization, type of yield obtained after hybridization, type of yield without hybridization,
etc.

21. 1. QuantitativeVariable
• The quantitative variable is associated with measurement, quantity, and extent, like how many. It
follows the statistical, mathematical, and computational techniques in numerical data such as
percentages and statistics.The research is conducted on a large group of population.
• Example: Find out the weight of students of the fifth standard studying in government
schools
Type of variable Definition Example
Continuous Variable A continuous variable is a quantitative variable
can take a value between two specific values.
•Income and age
•Scale: Interval and ratio.
•Number of fruits in a basket
•Number of votes in an election
Discrete Variable A discrete variable is a quantitative variable whose
attributes are separated from each other.
Literacy rate, gender, and nationality.
Scale: Nominal and ordinal.

22. DiscreteVariable
Definition 2.6: A discrete variable, restricted to certain values, usually (but not necessarily) consists of whole numbers, such
as the family size, number of defective items in a box.They are often the results of enumeration or counting.
A few more examples are;
The number of accidents in the twelve months.
The number of mobile cards sold in a store within seven days.
The number of patients admitted to a hospital over a specified period.
The number of new branches of a bank opened annually during 2001- 2007.
The number of weekly visits made by health personnel in the last 12 months.
ContinuousVariable
A continuous variable is one that may take on an infinite number of intermediate values along a specified interval. Examples
are:
The sugar level in the human body;
Blood pressure reading;
Temperature;
Height or weight of the human body;
Rate of bank interest;
Internal rate of return (IRR),
Earning ratio (ER);
Current ratio (CR)

23. DEPENDENTAND INDEPENDENTVARIABLES
• Look at the following statements:
1. Low intake of food causes underweight.
2. Smoking enhances the risk of lung cancer.
3. Level of education influences job satisfaction.
4. Advertisement helps in sales promotion.
5. The drug causes the improvement of a health problem.
6. Nursing intervention causes more rapid recovery.
7. Previous job experiences determine the initial salary.
8. Blueberries slow down aging.
9. The dividend per share determines share prices.

24. CONTD..
• In each of the above queries, we have two variables: one independent and one
dependent. In the first example, ‘low intake of food’ is believed to have caused the
‘problem of underweight.’
• It is thus the so-called independent variable. Underweight is the dependent variable because we
believe that this ‘problem’ (the problem of underweight) has been caused by ‘the low intake of
food’ (the factor).
• Similarly, smoking, dividend, and advertisement all are independent variables, and lung cancer,
job satisfaction, and sales are dependent variables.
• In general, an independent variable is manipulated by the experimenter or researcher, and its
effects on the dependent variable are measured.

25. IndependentVariable
• The variable that is used to describe or measure the factor that is assumed to cause or at least to
influence the problem or outcome is called an independent variable.
• The definition implies that the experimenter uses the independent variable to describe or explain
the influence or effect of it on the dependent variable.
• Variability in the dependent variable is presumed to depend on variability in the independent
variable.
• Depending on the context, an independent variable is sometimes called a predictor variable,
regressor, controlled variable, manipulated variable, explanatory variable, exposure variable (as
used in reliability theory), risk factor (as used in medical statistics), feature (as used in machine
learning and pattern recognition) or input variable.

26. DependentVariable
• The variable that is used to describe or measure the problem or outcome under study is called a
dependent variable.
• In a causal relationship, the cause is the independent variable, and the effect is the dependent
variable. If we hypothesize that smoking causes lung cancer, ‘smoking’ is the independent
variable and cancer the dependent variable.
• The dependent variable usually is the variable the researcher is interested in understanding,
explaining, or predicting.
• In lung cancer research, it is the carcinoma that is of real interest to the researcher, not smoking
behavior per se.The independent variable is the presumed cause of, antecedent to, or influence
on the dependent variable.
• Depending on the context, a dependent variable is sometimes called a response variable,
regressand, predicted variable, measured variable, explained variable, experimental variable,
responding variable, outcome variable, output variable, or label.

27. Qualitative research
• Qualitative research is defined as a market research method that focuses on obtaining data
through open-ended and conversational communication.
• This method is not only about “what” people think but also “why” they think so.
• For example, consider a convenience store looking to improve its patronage.
• A systematic observation concludes that the number of men visiting this store are more.
One good method to determine why women were not visiting the store is to conduct an in-
depth interview of potential customers in the category.
• For example, on successfully interviewing female customers, visiting the nearby stores and
malls, and selecting them through random sampling, it was known that the store doesn’t
enough items for women and so there were fewer women visiting the store, which was
understood only by personally interacting with them and understanding why they didn’t visit
store, because there were more male products than female ones.

28. Qualitative research is based on the
disciplines of social sciences like
psychology, sociology, and
anthropology.
Therefore, the qualitative research
methods allow for in-depth and further
probing and questioning of
respondents based on their responses,
where the interviewer/researcher also
tries to understand their motivation
and feelings.
Understanding how your audience
takes decisions can help derive
conclusions in market research

30. Qualitative research method case study
• Let’s take the example of a bookstore owner who is looking for ways to improve their sales and customer outreach. An online community of members
who were the loyal patrons of the bookstore were interviewed and related questions were asked and the questions were answered by them.
• At the end of the interview, it was realized that most of the books in the stores were suitable for adults and there were not enough options for children or
teenagers.
• By conducting this qualitative research the bookstore owner realized what the shortcomings were and what were the feelings of the readers. Through this
research now the bookstore owner can now keep books for different age categories and can improve his sales and customer outreach.
• Such qualitative research method examples can serve as the basis to indulge in further quantitative research, which provides remedies.
When to use qualitative research
• Researchers make use of qualitative research techniques when they need to capture accurate, in-depth insights. It is
very useful to capture “factual data”. Here are some examples of when to use qualitative research.
• Developing a new product or generating an idea.
• Studying your product/brand or service to strengthen your marketing strategy.
• To understand your strengths and weaknesses.
• Understanding purchase behavior.
• To study the reactions of your audience to marketing campaigns and other communications.
• Exploring market demographics, segments, and customer groups.
• Gathering perception data of a brand, company, or product.

31. Quantitative Research
• Quantitative research is defined as a systematic investigation of phenomena by gathering
quantifiable data and performing statistical, mathematical, or computational techniques.
• Quantitative research collects information from existing and potential customers using sampling
methods and sending out online surveys, online polls, questionnaires, etc., the results of which
can be depicted in the form of numerical.
• Quantitative outcome research is mostly conducted in the using the statistical methods used
above to collect quantitative data from the research study. In this research method, researchers
and statisticians deploy mathematical frameworks and theories that pertain to the quantity under
question.
• Example of quantitative research is an organization that conducts an event, collecting feedback
from the event attendees about the value that they see from the event. By using an event survey
template, the organization can collect actionable feedback about satisfaction levels of customers
during various phases of the event such as the sales, pre and post-event, the likelihood of
recommending the organization to their friends and colleagues, hotel preferences for the future
events and other such questions.

34. Attributes Qualitative research methods Quantitative research methods
Analytical objectives
This research method focuses on
individual experiences and beliefs.
Quantitative research method focuses on
describing the characteristics of a
Types of questions asked Open-ended questions Closed-ended questions
Data collection Instrument
Use semi-structured methods such as in-
interviews, focus groups, and participant
observation
Use highly structured methods such as
structured observation using
and surveys
Form of data produced Descriptive data Numerical data
Degree of flexibility
Participant responses affect how and which
questions researchers ask next
Participant responses do not influence or
determine how and which questions
researchers ask next