Individual Research by Parveen Ahluwalia as on 21/09/2013

"Imagery will always be comparative"

Usage -> When, Where, What time, frequency ...

Attitude -> What a consumer feels/thinks about the brand.

"Advertising strategy will never attempt to change attitudinal shift", for the simple reason that "It takes years for Brands to become synonymous with their respective categories"

secondary research needs to be done 

-> Category 

-> Consumer 

-> Govt. Policies

Nature of Research

=> Quantitative (that which is measurable, can be substantiated)

=> Qualitative (why this Brand over the other)

Survey means one-on-one interviews. Period. 

A survey will make use of a research tool called questionnaire which will have to designed. Questionnaire is a 'quanti' tool. A survey will always be done on today's basis. 

Focus Group Discussions (FGD)

-> Group Formation

-> Discussion Guide (Used in GD, it is a Quali tool)

Scope of Work 

->  Key Objectives of Research 

                                               -> Definition of a SUV : as a concept. 

An objective will always precedes a questionnaire. 

TOMA = Top Of Mind Awareness, the first answer you get for your question will always be considered as TOMA and it'll always amount to 100%. Responses to others will always amount to more than 100. 

"Purchase Criteria will always encapsulate Decision Making"  

Competitive Imagery - Brands aware of that is to be compared with respect to all categories. 

Campaigns that you recall: Good/Bad/Ugly... 

'Ideal Fit'  

 "Why? and Why Not?" - will remain the two most important question that will repeat itself throughout the questionnaire.