scroll to top
Stuck on your essay?
Get ideas from this essay and see how your work stacks up
Word Count: 858
Definition of Research Research plays a critical role in decision making It provides information that helps individuals at the agency and client better understand their product and target audience the marketing environment and the effectiveness of the products advertising and media placement Research helps inform advertisers judgement so that they can identify their range of option and evaluate the strengths and weaknesses of each option Primary research -It is first-hand research It may include interviews which you conduct It also includes surveys or questionnaires which you organise and analyse Be careful how you use information collected in a survey however as it is only a small sample and should not be used alone to validate arguments -It collects original typically proprietary information to meet an advertisers or marketers informational needs Primary research is used when secondary research is either nonexistent unreliable or too costly The selection of primary versus secondary research is determined by the specific problem addressed by the research and the types of information required for decision making Secondary research -Secondary research examines data gathered for a research need other than the current one that already exists in printed or electronic form Sources of secondary research information include internal agency or client record government agencies trade associations information brokers marketing and advertising research companies specialized and general interest books magazines and academic journals -It forms the majority of your research It involves looking at information and tests already gathered produced or published Television Ratings The ratings are used to buy and sell television viewers Commercial television stations are in the business of selling audiences Ratings express the popularity of programs and tell television executives how many people are watching certain programmes at a particular time This information can then be used to set a price for the audience quantity and quality How the ratings are measured An electronic meter is used to
@Kibin is a lifesaver for my essay right now!!
- Sandra Slivka, student @ UC Berkeley
Wow, this is the best essay help I've ever received!
- Camvu Pham, student @ U of M
If I'd known about @Kibin in college, I would have gotten much more sleep
- Jen Soust, alumni @ UCLA