This document discusses research methods for a project on Extra chewing gum. It will use primary research methods like questionnaires and focus groups to understand consumers' preferences. Questionnaires allow collecting standardized answers from many people, while focus groups provide qualitative opinions. Secondary research from sources like books, websites and past ads will provide additional context and ensure the accuracy of primary findings. The document outlines strengths and weaknesses of different research techniques to help design an effective study.

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Extra Chewing Gum
By Saskia Wyeth-Smith

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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
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To present the product to target audience to gain attraction toward
the product
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To Gain attention

Creates a brand
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Increases sales

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Primary Research:

First hand information found
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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.

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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.

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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.
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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.

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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

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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

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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.

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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: youtube.com for videos of previous
adverts, wrigleys.com for additional information on the chewing
gum

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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.

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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