The document discusses various marketing research methods and metrics:
1. Ethnographic research uses anthropological concepts to understand how people live and work, such as designing customized products based on different ethnic wedding customs.
2. Internal marketing metrics include autonomy, consumer satisfaction, and freedom to fail, while external metrics include awareness, distribution, and market share.
3. Personal interviews are the most versatile contact method but require the most administrative planning and supervision.
Brand Tracking Studies
What is brand tracking?
Why brand tracking?
Whom to track
When to track
What to track
Brand attributes
Case study iphone 5
Brand Matrices
Model for Brand Tracking
Why brand tracking studies fail
References
Burke: Learning and Growing through Marketing ResearchAsif Mahmood Abbas
Burke is a century-old market research firm that uses a reliable research process and cutting edge technology to help its clients.
Burke works with clients to help them identify what information is needed to make a decision they are facing.
With a series of creative methods, Burke makes sure that what the client thinks the problem is, is really the problem.
Brand Tracking Studies
What is brand tracking?
Why brand tracking?
Whom to track
When to track
What to track
Brand attributes
Case study iphone 5
Brand Matrices
Model for Brand Tracking
Why brand tracking studies fail
References
Burke: Learning and Growing through Marketing ResearchAsif Mahmood Abbas
Burke is a century-old market research firm that uses a reliable research process and cutting edge technology to help its clients.
Burke works with clients to help them identify what information is needed to make a decision they are facing.
With a series of creative methods, Burke makes sure that what the client thinks the problem is, is really the problem.
Customer choice expectancy value model and Brand Loyalty Expectancy Value & C...prasannasaai
Brand choice is the biased, mindful and behavioral tendency which direct consumer’s predisposition toward a brand. Brand choice is a fundamental element for all market ing strategies.
Strong brand choice is the founding block for brand loyalty. Brand loyalty is one of the key
drivers of top-line growth. The committed loyal customers become evangelists for the brand. The
brands are increasingly finding it difficult to retain the customers in the era of the brand deluge.
The brand success cannot be achieved without achieving brand loyalty. Loyal customers stay with their preferred brand as long as the brand continues to deliver its superior value proposition. Marketers and academics always interested to measure brand choice and brand loyalty. Marketing
models are developed to measure both constructs. This paper tests brand choice through the expectancy-value model and brand loyalty score is measured by using this Colombo- Morrison
brand-loyalty model. This research is carried out in the smartphone segment in India. Smartphone
segment dominated the total handset market by holding a 50% market share during Q3 2018. Top
five brands captured 77% share of the total smartphone market during the quarter. In the
smartphone segment, Xiaomi leads the market by having a 27 % market share in Q3 of 2018.
This paper concludes by developing precise brand choice score and brand loyalty score.
Market research is any organized effort to gather information about target markets or customers. It is a very important component of business strategy.
Projective Technique
Take the official Rorschach Ink Blot test to see if you are crazy
video link: https://www.youtube.com/watch?v=76UXSdUVuLk
LIKE and SHARE
Customer choice expectancy value model and Brand Loyalty Expectancy Value & C...prasannasaai
Brand choice is the biased, mindful and behavioral tendency which direct consumer’s predisposition toward a brand. Brand choice is a fundamental element for all market ing strategies.
Strong brand choice is the founding block for brand loyalty. Brand loyalty is one of the key
drivers of top-line growth. The committed loyal customers become evangelists for the brand. The
brands are increasingly finding it difficult to retain the customers in the era of the brand deluge.
The brand success cannot be achieved without achieving brand loyalty. Loyal customers stay with their preferred brand as long as the brand continues to deliver its superior value proposition. Marketers and academics always interested to measure brand choice and brand loyalty. Marketing
models are developed to measure both constructs. This paper tests brand choice through the expectancy-value model and brand loyalty score is measured by using this Colombo- Morrison
brand-loyalty model. This research is carried out in the smartphone segment in India. Smartphone
segment dominated the total handset market by holding a 50% market share during Q3 2018. Top
five brands captured 77% share of the total smartphone market during the quarter. In the
smartphone segment, Xiaomi leads the market by having a 27 % market share in Q3 of 2018.
This paper concludes by developing precise brand choice score and brand loyalty score.
Market research is any organized effort to gather information about target markets or customers. It is a very important component of business strategy.
Projective Technique
Take the official Rorschach Ink Blot test to see if you are crazy
video link: https://www.youtube.com/watch?v=76UXSdUVuLk
LIKE and SHARE
This presentation was given by Erica Campbell, Director of Marketing with For Rent Media Solutions at the Corporate Housing Providers Association 2011 Annual Conference in Houston, TX on March 23, 2011.
The social web is constantly posting, uploading, sharing and ranting-about your brand. By these actions, consumers post and update their needs, desires and complaints across forums, microblogs like Twitter and social networking sites such as Facebook, Foursquare and LinkedIn, for all to view.
Consumers are finally in control, and they have become the programmers, shaping their own experiences by interacting with our brands when they want, where they want, and how they want. Successful marketers need be at every touch point to connect with them. Maintaining an on-going positive relationship with your consumers, partners and prospects is critical to any brands long term success. Today, companies must be a part of the consumer dialogue. This session will discuss sideways marketing tactics that revolve around removing friction, noise in a crowded space and uncertainty for consumers. Find out how to create a customer engagement and brand management strategy by leveraging media such as print, Internet, mobile, social, video, and location-based advertising.
How To Understand Your Audience Better | The Entrepreneur ReviewTheEntrepreneurRevie
Whether you're a business owner, content creator, teacher, or simply someone who wants to connect with others, the ability to understand your audience is a valuable skill and requires some strategies.
Write a 2–3 page paper (APA format) on this topic and include a se.docxericbrooks84875
Write a 2–3 page paper (APA format) on this topic and include a separate reference page.
The obesity epidemic in children: What is the current status, what can parents do to raise healthy children, what steps can schools take to promote good nutrition and physical activity.
Marketing Research
01. Clara is a market researcher who records shoppers’ movement through a grocery store. What method of research is Clara using?
a.
survey
b.
assessment
c.
immersion
d.
observation
02. When an employee who works at McDonald's headquarters outside Chicago travels around the U.S. and observes franchises to see if they are acting in the best interests of McDonald's good name in terms of friendly service, cleanliness, and quality of food, this observer is acting as a(n):
a.
mystery shopper
b.
indirect observer
c.
mechanical observer
d.
scanner-based consumer panel
03. All of the following measure physiological reactions EXCEPT:
a.
eye-tracking monitor
b.
pupilometer
c.
at-home scanning systems
d.
voce-pitch analysis
04.A researcher is conducting an experiment in which one group of people is exposed to an advertisement and another group is exposed to another advertisement. He is examining the effect of headline font sizes on consumers’ attitude toward the brand advertised. The participants in this experimental research are referred to as:
a.
respondents
b.
elements
c.
factorials
d.
subjects
05. Categorical variables like a subject’s gender or ethnicity are known as which type of variable in experimental research?
a.
blocking variables
b.
covariates
c.
main variables
d.
confounds
06. Which of the following is present when the person administering experimental procedures influences the subjects’ behavior or sways them to slant their answers to cooperate with him or her?
a.
experimenter bias
b.
response bias
c.
Type I error
d.
Type II error
07.Which of the following refers to concepts measured with multiple variables?
a.
operation
b.
construct
c.
concept
d.
scale
08.Coding household income into "Above $100,000," "Between $50,000 and $100,000," and "Below $50,000" is an example of a(n) ______ scale.
a.
interval
b.
test-retest
c.
criterion
d.
nominal
09.Which of the following means that the value assigned for a response is treated oppositely from the other items in a scale?
a.
reverse coding
b.
indexing
c.
alpha coding
d.
convergence
10.Which of the following is an indicator of a measure’s internal consistency?
a.
reliability
b.
validity
c.
coefficient beta
d.
sensitivity
11.A question that poses some problem or topic and asks respondents to answer in their own words is called a(n):
a.
sentence completion question
b.
unbalanced question
c.
fixed-alternative question
d.
open-ended question
12. What type of question is the following?
What time of day did you watch that movie at the Multiplex?
_____ Matinee
_____ Evening
_____ Rush-hour special
a.
filter
b.
pivot
c.
open-ended response
d.
determinant-choice
13. In political elections .
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
1. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani 15th April ’2011
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6.
7. Concept: Determine different marketing metrics to help marketers assess marketing performance. EXTERNAL INTERNAL Awareness Distribution Market share Customer Satisfaction Loyalty No. of complaints Relative price No. of customers Awareness & commitment of/to goals Active support Resource adequacy Staffing levels Desire to learn Willingness to change Freedom to fail Autonomy
15. Concept : What are the measures of market demand? Potential Market Target Market Penetrated Market Available Market consumers having interest, income and access consumers buying company’s product! qualified available market company decides to pursue consumers professing sufficient level of interest
16. Target Market: 90 Mn mobile phone users in prepaid loading business, up to P1.2B texts sent per day! 3 main networks targeting the mass market !
17. Penetrated market: Hapee Toothpaste" - Philippine-Made, World Class: Pedro's Faith Leads to Success! Penetrated market by challenging the foreign brand!
18. Available market: People belonging to different income group can assess the supermarkets… Available market: Supermarket!!!
19. Potential market: Philippines -Potential retirement destination! Is Philippine a potential market as retirement destination??
20.
21.
22. Concept: What are the characteristics of good marketing Research? Scientific method Careful observation , formulation of hypothesis , prediction , testing Research creativity Developing innovative ways to solve problem Multiple methods Using 2-3 methods to increase confidence in result Interdependence Data are interpreted from underlying models Value and cost of information Concern for estimating value of information against cost Healthy skepticism Alert to problems caused by “marketing myths” Ethical marketing Benefits both sponsoring company and its customers
23. Healthy Skepticim is aiming to improve health by reducing harm from misleading health information…
24.
25.
26.
27. Word Association: Ask subjects what words come to mind when they customer hears the brand’s name
35. In simple random sample, every unit from the frame has an equal chance of being selected!
36. Cluster sampling: Population is divided into several “clusters,” each representative of the population. A common application of cluster sampling involves election exit polls, where certain election districts are selected and sampled
37. In stratified random sample, the population is divided into mutually exclusive groups and random samples are drawn from each group This is a common technique when sampling population of voters, stratifying across racial or socio-economic lines.
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44. Word Association: Ask subjects what words come to mind when they customer hears the brand’s name
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52. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand By: Megha Behani 15 th April ‘2011 Main Source: Kotler, Philip and Keller, Lane Marketing Management,13 th edition
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