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Extra Chewing Gum
By Saskia Wyeth-Smith

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Purpose of Research And
Importance in Advertising:
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To learn more about the product

Your audience

What's popular in advertising

Successful advertising techniques
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History of Product
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To present the product to target audience to gain attraction toward
the product
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To Gain attention
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Creates a brand
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Increases sales

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Primary Research:
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First hand information found
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Primary research is important as it is fresh new information that
contributes to the build of a product of brand.
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Methods of primary research I intend on using: Questionnaires
and a focus group.
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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.

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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.

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Presenting Research:
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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.
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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.

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Strengths and weaknesses for
Primary Research:-Questionnaires
Strengths
Weaknesses
Comparable answers
Open questions can gather larger
amounts of data
Quick to get information
Could take a long time if lots of
questions
Information gained from a large
group of people at a time
People involved in the
questionnaire cant express
opinions

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Strengths and weaknesses for
Primary Research:-Focus Groups
Strengths
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
information
The moderator could be biased
towards the brand or product

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Secondary research:
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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.
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Secondary research is important for this