social marketing research. outline when to do research types of research –formative –process...

SOCIAL MARKETING

RESEARCH

OUTLINE

• When to do research

• Types of research

– Formative

– Process

– Post-tests

• How to choose

FUNDAMENTAL ISSUE

• Marketing has a CUSTOMER focus

• and is EXCHANGE-based

• So you need to UNDERSTAND the audience

– Not just behaviour, but knowledge & beliefs!

• before trying to change behaviour, ask

– What do I need to know?

Why do RESEARCH?Reasons not to do it…• Cost of measurement

• Problems with research

• Disagreement about what to test

• Creative objections

Reasons to do it…• Avoid costly mistakes

• Develop strategies

• Increase efficiency

• Required by funding agency

Basic Types of S.M. Research

• FORMATIVE– Focus groups

– Consumer surveys (primary or secondary)

– Concept testing

• PROCESS– Ongoing assessment

• POST-TESTS– Outcome evaluation

FORMATIVE RESEARCH

Formative Research

Basic understanding of consumers

Existing knowledge, attitudes, and behaviours

• Approaches:

– Focus groups (generate ideas)• May not represent the target market

– Small surveys (prevalence in target market)• Small samples may not be trustable

– Secondary research (prevalence)• Limited to what has been asked before

Examples1. NCI Fruit & Vegetable Campaign

– How many fruits and vegetables do people eat?

2. “Why do Americans eat what they do?”

– Taste, Cost, Nutrition, Convenience

3. CDC Exercise

– People want to, but they can’t find time

4. Zuni Suicide

– Awareness, Concern, Beliefs about suicide

5. Conference

– Timing? Location? Intention to submit?

Concept Testing

Ideas shown to people in target audience

• Reactions and evaluations sought

• Qualitative and/or quantitative data

• Limitations:

– Sample sizes are small (not quantifiable)

– Consumers become instant “experts”

– Members may not represent the target market

– Results may seem definitive than they are

Concept Testing

Ideas shown to people in target audience

• Reactions and evaluations sought

• Qualitative and/or quantitative data

• Limitations:

– Sample sizes are small (not quantifiable)

– Consumers become instant “experts”

– Members may not represent the target market

– Results may seem definitive than they are

Consumer Juries and Other Tests

Potential viewers evaluate ads

• 50 to 100 participants

• Overall reaction to each ad

• and rank ordering of ads

• Examples of questions:

1. Which message would you most likely read?

2. Which headline interests you the most?

3. Which message is most convincing to not binge?

4. Which message did you like best?

5. Which message did you find most interesting?

Need estimates of prevalence?

Objective answers by

asking?

Yes

No

YesSURVEY

Good

Poor EXPLORATORY or SECONDARY RESEARCH

OBSERVATIONALRESEARCH

FOCUS GROUPSNo

Research Flowchart

Understanding of problem

PROCESS

Some Basic Questions

• Enrolment levels– How many people want to come?

• Attendance– What % of those enrolled attend? – What is the trend?

• Attendees– “What do you remember?”– “What is working for you? What isn’t?”

• General community– Survey questions to show impact

Advertising Research

• Broadcast tests

– TV programs in specific markets

– Day-after recall

• Split Cable studies

– Ad run in one area, but not another

– One ad in one area, different ad in the other

– Day-after recall

– Behaviour

1. Please look over these pictures and words from a TV commercial.

(Announcer) Remember Jared from Name? Turns out he has inspired a lot of people. (Singer) …You’re

still looking good. He’ll show you the way. His name is Jared, and he’ll lead you to Name.

2. Do you remember seeing that commercial on TV?

Yes No Not sure

3. How interested are you in what that TV commercial is trying to tell you or show you about what's being

advertised?

Very interested Somewhat interested Not interested

4. How does it make you feel about what's being advertised?

Good OK Bad Not sure

5. Please check any of the following if you feel they describe that commercial.

Amusing Appealing Familiar Fast moving Pointless Seen a lot

Tracking Questions

Usually involves a SURVEY

• Approaches:– “Recontact” – a new sample

• Questions– Knowledge– Attitude– Behaviour

Example

• “5 A Day” Campaign– Knowledge

• How many servings SHOULD…?”

– Awareness of campaign • Do you remember seeing…?”

– Attitudes• Are you interested…”

– Behaviour • “Are you TRYING…?”

• “How many fruits did you eat…?”

• “How many vegetables…?”

POST-TESTS

Evaluation

Usually done for funding agenciesTypical measures:– Exposure– Awareness– Knowledge – Attitude– Behaviour

Example

SUICIDE• Exposure

– How many student completed the curriculum?

• Knowledge– What do they know later?– Beliefs (have they changed?)

• Attitude– Feelings toward suicide

• Behaviour– Actual suicide rates in the community

SUMMARY

How do you proceed?

Main question:

–What do you MOST need to know?

–CRAFT, not science

–Best answered?

• Group?

• Brainstorming?

–Practice in Breakout

How do you proceed?

3 Basic Types of S.M. Research:

–Formative research

–Pre-tests

–Post-tests

Each has it’s own use

–Use what is most appropriate to find

out what you want to know

Need estimates of prevalence?

Objective answers by

asking?

Yes

No

YesSURVEY

Good

Poor EXPLORATORY or SECONDARY RESEARCH

OBSERVATIONALRESEARCH

FOCUS GROUPSNo

Research FlowchartUnderstanding

of problem

Quote of the day

People who ignore research are as

dangerous as generals who

ignore… enemy signals.

• David Ogilvy

–(Ogilvy & Mather)