2. Purposes of Research
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Research is useful as it allows you to:
Gather information about your brand and its history
Find out who your target audience is
To learn more about your target audience and what they
like
• To spread the word about your brand and attract more
attention
• Find out what techniques are successful and work well in
advertising
3. Primary Research
• Primary Research is new research that doesn’t exist
yet, and is used to find out answers to specific questions.
• A good way to conduct primary research is by creating
questionnaires, surveys or small focus groups.
• To show variety in my primary research I plan to do both
a questionnaire and a focus group.
• These will focus on different aspects of my research, the
questionnaire will mainly be about vans in general and
the perception about the brand.
• And the focus group will be used to talk about a specific
advert I will show to try and see what is expected of vans
adverts.
4. Primary Research
• I am trying to find out what people think of the Vans as a
brand.
• Also what the target market is for people seeing the
advert.
• If I can identify these things then I can tailor the advert to
the correct audience but also try and interest people who
are new to the brand or its products.
5. Quantitative Research
• To ensure that I accumulate some quantitative research I
will compiled a questionnaire and send it out to a group
of 13 people.
• I will send the questionnaire to people all around a similar
age group to me, as this is who I think the target market
for Vans will be.
• To show the results of this questionnaire I plan to put all
the numerical research I receive into graphs and present
them on my blog.
• I also plan to do an evaluation of my results and include
what I could of done better. For example what better
question I could of asked.
6. Qualitative Research
• To guarantee that I gather some qualitative research I’m
also going to conduct a focus group based on an advert
for Vans.
• I will recorded the responses of the 3 or 4 people in my
focus group after they’ve seen the advert.
• To show the results from this focus group I will analyze
the recording and write up a transcript of the most
important points made during the discussion.
• I plan to publish these results on my blog with a link to
the advert I showed the group.
• I will then finally do an evaluation and analyze the
strengths and weaknesses of the focus group and what I
have learned form it.
• The evaluation will also be posted on my blog.
7. Secondary Research
• Secondary research is research that is carried out with
already existing research. It uses materials such as
books, magazines, newspapers etc.
• Secondary or ‘desk’ research can also be historical
research or theoretical research.
• This will be useful to me as it will enable me to find out
all the information about Vans that has already be done.
• I plan to research using different medians including books
about Vans and advertising as well as websites showing
vans sales
8. Secondary Research
• I plan to base my secondary research on data that I gather
from the book ‘Vans: Off the Wall: Stories of Sole from
Vans Originals’
• Using secondary research is the most
appropriate way to find out this
information because obviously my
primary is not going to give me the same
level of results.
• Also obviously it’s not really reasonable
for me to make a book to gather
information.
9. Quantitative Research
• To ensure that I have some quantitative secondary
research I plan to find past surveys that have been done
on Vans.
• I will also try and find some existing information on the
sales figures of Vans.
• I will present this information using graphs and I will
then analyse any mistakes or aspects I could improve
on, and write it up in an evaluation.
• I will also evaluate what I did well and how good the
research I gathered was.
10. Qualitative Research
• To ensure that I have some qualitative secondary research
I intend to read through the books I have selected and
highlight key points. I will then type this key points into
my own words and present them in a word document.
• I also then plan to evaluate the quality of my notes and
how I could improve and on this, and how I could
accumulate more data.
• I will also evaluate what I did well and how good the
research I gathered was.
