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Extra Chewing Gum

By Saskia Wyeth-Smith

+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

+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.

+Primary Research Techniques/Methods: Questionnaires:

-Quantitative questionnaire is when there is several questions asked to a large audience to gain more answers that could be analyzed in graphs

-Qualitative questionnaire is when there are more specific and less questions that gather more detailed questions; such as opinions of the target audience

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.

+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.

+Strengths and weaknesses for Primary Research:-Questionnaires Strengths WeaknessesComparable answers Open questions can gather

larger amounts of dataQuick to get information Could take a long time if lots of

questionsInformation gained from a large group of people at a time

People involved in the questionnaire cant express opinions

+Strengths and weaknesses for Primary Research:-Focus GroupsStrengths 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 informationThe moderator could be biased towards the brand or product

+Secondary research:

It is used to check that the primary research is correct Normally consists of research from other sources such

as: books, websites, magazines, television and radio. Secondary research is important for this