Site MapHelpFeedbackChapter Outline
Chapter Outline
(See related pages)



Research: Gathering Information for Advertising Planning, 206

The Need for Research in Marketing and Advertising
What Is Marketing Research?, 209
What Is Advertising Research?, 210
Applying Research to Advertising Decision Making, 210
Advertising Strategy Research, 211
Developing Creative Concepts, 214
Pretesting and Posttesting, 214
Steps in the Research Process, 216
Step 1: Analyzing the Situation and Defi ning the Problem, 217
Step 2: Conducting Informal (Exploratory) Research, 217
Step 3: Establishing Research Objectives, 219
Step 4: Conducting Formal Research, 219
Step 5: Interpreting and Reporting the Findings, 226
Important Issues in Advertising Research, 226
Considerations in Conducting Formal Quantitative Research, 226
Collecting Primary Data in International Markets, 229





To learn more about the book this website supports, please visit its Information Center.
(c)2009 McGraw-Hill Higher Education
Any use is subject to the Terms of Use and Privacy Notice.
McGraw-Hill Higher Education is one of the many fine businesses of The McGraw-Hill Companies.


Arens, 12/eOnline Learning Center

Home > Chapter 7 > Chapter Outline