Best Practice: Research

 

This paper provides an overview of single-source data and a discussion of its uses. It includes an examination of its use in targeting consumers, and the growth and employment of research vehicles suc ...

This paper argues that ethnography is fast becoming a central aspect of qualitative research as brands look for new ways to connect with consumers. The use of ethnography in market research has both t ...

This paper provides an overview of pre-testing, which it defines as: 'trying to establish, in advance of airing the ad(s), whether they will achieve their objectives'. In addition to a listing of crit ...

Semiotics is the science of interpreting signs and symbols. This paper seeks to de-mystify the concept of semiotics and to explain how a brand communicates with consumers through a series of unspecifi ...

This paper addresses the tracking of advertising and marketing communications. It outlines the history and uses of tracking; what is actually measured; ad exposure; brand measures; benchmarks and obje ...

Provides an overview and discussion of the development and key issues surrounding data fusion - the joining of two separate surveys or databases so that they can be analysed as a single entity. The pa ...