Parreo, Audrey A.

ADSERCH K32

11309369

Sir Claro Gaac

Midterm Essay
1.

What specific secondary data do you need when you want to

determine the market size and analyze the socio-demographic profile of

consumers of new deodorant for women? From which organizations will
you get the secondary data? What are the advantages and disadvantages
of using secondary data?
The company will be using syndicated, external secondary data in
order to determine the market size and to analyze the socio-demographic
profile of the consumers for the new deodorant for women. The market is
ever changing. Therefore, the data from existing researches may not be
as accurate as before and can cost the company more expenses if a
campaign fails. Syndicated data provides current information and the
more up-to-date the data, the valuable it is . It is an effective way to stay
on top of the trends in the market . A good syndicated data assures a
good representation of the overall market . Some organizations that can
provide the secondary data are: The Nielsen Company and Simmons
Market Research Bureau. These research companies will present
marketers with information about the products people buy, their
preferred brands, the media they use, their lifestyle and other different
views of trends and habits in the market.
There are many advantages of using secondary research . There is
easy contact to various sources of secondary data especially with the
growth of the Internet. Second, its use helps in expounding the problem
or the issue of the research since it is often used before primary research
to help in clarifying the focus of the research . It can also eliminate the

need of conducting a primary research if the solution is already available

through secondary sources.
There are some disadvantages to using secondary research. The
origins of the data may be questionable and it takes more effort for the
researcher to carefully analyze its legitimacy and reliability . Lastly, in
some occasions, the data may not be presented in a way that is not
exactly aligned with what the researchers need.
2. You are working in an advertising agency as an account planner . You
have been tasked to direct the development of a new advertising campaign
for a nutritional supplement drink for seniors . The creative department has
formulated three alternative advertising concepts and themes . What
research methods will you use to determine which of the three is the most
feasible? Discuss the steps you will use to implement this recommended
research method.
Discuss the profile and characteristics of the target respondents in your
research. Why did you choose this segment(s)? Assuming that your
advertising

budget

is

limited,

what

specific

advertising

related

information do you need from the respondents so that you can create an
effective tri-media campaign?
I will use the pre-market, conclusive, causal research to determine
the most feasible idea since it involves finding the effect of one thing to
other variables. I can use it to test how effective every campaign would
be. I would conduct the experiments in different venues and observe how
effective the customer retention is in every concept and theme . Since the
budget is limited, the test would be implemented with incremental
spending on small markets. The most successful campaign can also be
put on newspapers, as older people tend to read those more than the
younger generation.

The target respondents in the research would clearly be the elderly

since the product is initially targeted to them in the first place . It is a
wide segment and it would not be safe to place them in one group . Every
person has a different interest, personality, needs and emotions, no
matter what their age is. The product campaign should be based on the
benefits the product offers, not on how old they are . The research would
need information on how the seniors would react on the message of the
campaigns, whether or not they would prefer it simple/straight-forward
or longer/informative, the color schemes, and nutritional facts.