The document discusses research services provided by Media Mix Research & Solutions, including market research, public opinion surveys, advertising research, and media and audience research. Some key services mentioned are advertising copy testing, audience studies to analyze demographic profiles and product usage, and monitoring of advertising campaigns to measure their effectiveness. The company provides full research support from designing questionnaires to analyzing results.
Novatech Healthcare Company initiated an R&D center in India in 2011 to develop healthcare systems and products for rural Indian populations lacking access to care. They designed a novel "Portable Clinic" concept. This proposal aims to understand and validate the Portable Clinic concept with stakeholders through qualitative research methods including interviews with 108 doctors, administrators, and public health officials. The objectives are to analyze components of the concept, stakeholder perceptions, and provide recommendations on sensors, medical gateways, telemedicine setups and their market potential in India over 10 years. The final deliverables will include validation and gap analysis reports on these topics.
All the aspects of Research in Advertising has been discussed in it.
Definition,Types,Scope,Methods of Advertising Research are included in this presentation.
The document discusses consumer research methods. It outlines the objectives, scope, techniques and sources used in consumer research. Both quantitative and qualitative research methods are covered. Quantitative methods include observation, experiments and surveys. Qualitative methods include depth interviews, focus groups, projective techniques and metaphor analysis. Secondary data sources include published reports, census data, and company annual reports. Primary data is collected directly from consumers.
Evaluation of advertising. analyzing the creative content of advertisingZarmeen Durrani
This document discusses different methods for analyzing creative content in advertising, including rhetorical analysis and semiotic analysis. It outlines various pre-testing, concurrent testing, and post-testing methods used to evaluate advertising effectiveness. These include focus groups, order of merit tests, consumer diaries, sales experiments, aided/unaided recall tests, attitude tests, and comparing sales before and after an ad campaign. The goal of content analysis and testing is to improve advertising programming and measure whether creative efforts achieved their objectives.
The document discusses various methods and approaches for conducting market research. It describes primary research methods like questionnaires, focus groups, interviews, and observation that involve directly collecting data from customers. It also covers secondary research which uses previously collected data from sources like government publications and the internet. Both qualitative and quantitative research approaches are explained. The document provides details on sampling methods for selecting representative groups of people for market research surveys.
Measuring the Effectiveness of the Promotional ProgramIndrajit Bage
1. There are various ways to measure the effectiveness of promotional programs, including pretesting concepts, rough ads, and finished ads in laboratories and real-world contexts.
2. Both pretesting and posttesting methods are used, with pretesting exploring consumer responses early in the process and posttesting measuring outcomes like recall and changes in preferences.
3. Effective testing uses a consumer response model, establishes clear communication objectives, implements proper research methods, and utilizes multiple measures at different stages to fully understand what is and is not working in a promotional program.
The document discusses operational communication strategies for advertising, including developing a creative brief, insight, promise, and creative ideas. It also covers advertising theories, research methods like pre-testing and post-testing, different types of media including above-the-line, below-the-line, and through-the-line approaches. Promotional tools like TV, print, radio, and direct marketing are also mentioned.
Novatech Healthcare Company initiated an R&D center in India in 2011 to develop healthcare systems and products for rural Indian populations lacking access to care. They designed a novel "Portable Clinic" concept. This proposal aims to understand and validate the Portable Clinic concept with stakeholders through qualitative research methods including interviews with 108 doctors, administrators, and public health officials. The objectives are to analyze components of the concept, stakeholder perceptions, and provide recommendations on sensors, medical gateways, telemedicine setups and their market potential in India over 10 years. The final deliverables will include validation and gap analysis reports on these topics.
All the aspects of Research in Advertising has been discussed in it.
Definition,Types,Scope,Methods of Advertising Research are included in this presentation.
The document discusses consumer research methods. It outlines the objectives, scope, techniques and sources used in consumer research. Both quantitative and qualitative research methods are covered. Quantitative methods include observation, experiments and surveys. Qualitative methods include depth interviews, focus groups, projective techniques and metaphor analysis. Secondary data sources include published reports, census data, and company annual reports. Primary data is collected directly from consumers.
Evaluation of advertising. analyzing the creative content of advertisingZarmeen Durrani
This document discusses different methods for analyzing creative content in advertising, including rhetorical analysis and semiotic analysis. It outlines various pre-testing, concurrent testing, and post-testing methods used to evaluate advertising effectiveness. These include focus groups, order of merit tests, consumer diaries, sales experiments, aided/unaided recall tests, attitude tests, and comparing sales before and after an ad campaign. The goal of content analysis and testing is to improve advertising programming and measure whether creative efforts achieved their objectives.
The document discusses various methods and approaches for conducting market research. It describes primary research methods like questionnaires, focus groups, interviews, and observation that involve directly collecting data from customers. It also covers secondary research which uses previously collected data from sources like government publications and the internet. Both qualitative and quantitative research approaches are explained. The document provides details on sampling methods for selecting representative groups of people for market research surveys.
Measuring the Effectiveness of the Promotional ProgramIndrajit Bage
1. There are various ways to measure the effectiveness of promotional programs, including pretesting concepts, rough ads, and finished ads in laboratories and real-world contexts.
2. Both pretesting and posttesting methods are used, with pretesting exploring consumer responses early in the process and posttesting measuring outcomes like recall and changes in preferences.
3. Effective testing uses a consumer response model, establishes clear communication objectives, implements proper research methods, and utilizes multiple measures at different stages to fully understand what is and is not working in a promotional program.
The document discusses operational communication strategies for advertising, including developing a creative brief, insight, promise, and creative ideas. It also covers advertising theories, research methods like pre-testing and post-testing, different types of media including above-the-line, below-the-line, and through-the-line approaches. Promotional tools like TV, print, radio, and direct marketing are also mentioned.
This portfolio document provides a summary of Lindsey Tharpe's qualifications and experience in advertising and public relations. It includes samples of her student advertising work, communications research project, senior campaign project for a university athletics department, public relations work, and references. The portfolio demonstrates Tharpe's skills in copywriting, design programs, research, and press release writing from both academic and internship experience.
This document discusses evaluating the effectiveness of advertising in 3 key areas:
1) Avoiding costly mistakes by understanding how money is spent and measuring communications impact.
2) Evaluating alternative strategies to determine the most effective approach.
3) Increasing advertising efficiency by addressing issues like losing sight of the intended message.
This document discusses various types of research used in advertising and public relations. It describes copy testing research, which tests different elements of advertisements, and media research, which measures reach, frequency, and effectiveness of advertising campaigns. The document also outlines longitudinal research methods like trend studies, cohort studies, and panel studies used to evaluate public opinion and behavior over time in various contexts like public relations.
Advertising effectiveness in mobile phone industryVipin Venganoor
The document discusses advertising effectiveness and how it can be measured. It examines two approaches: the market response approach which looks at the relationship between advertising spending and sales, and the behavioral perspective which focuses on psychological factors like recall, attitude, and purchase intention. Recall and attitude are commonly used measures of advertising effectiveness as they can predict future brand choice and behavior. The document also reviews literature on the relationship between creative advertising and advertising effectiveness, finding that creative advertising generally has a positive influence on effectiveness measures like recall, attitude, and purchase intention.
Marketing Communication Campaign EvaluationSatyam Arora
This document discusses evaluating marketing communication campaigns. It outlines what should be evaluated like formative evaluations to assess audience perceptions and message effectiveness. It also discusses when and how to evaluate, including outcome and impact evaluations. Evaluation techniques are presented, such as econometrics, RFID, and eyetracking tools. Recommendations include computing corporate equity changes, evaluating source factors, message strength, media strategies, and budgeting. Pre-testing and publishing case studies are also recommended.
This document discusses consumers' attitudes towards mobile marketing. It examines how mobile marketing can impact consumers' attitudes and purchase intentions. Key topics covered include how mobile marketing relates to consumer satisfaction, trust, perceived value and brand perception. The document outlines advantages of mobile marketing in reaching certain demographic groups and also highlights some disadvantages. It concludes by emphasizing creating a positive attitude and embracing challenges to achieve success with mobile marketing.
Barcelona summit declaration slides update. revised with delegate comments fo...Eric Schwartzman
This document outlines proposed principles for measuring public relations and communications. It aims to establish clear standards to make the profession more credible and impactful. The seven principles address key issues like the importance of goal setting, measuring both quantity and quality of media coverage, rejecting advertising value equivalents as the measure of PR value, how to measure social media, prioritizing outcomes over outputs, measuring business results where possible, and the importance of transparency and replicability in measurement. The document is open for public comment through July 15 before being finalized.
The document describes a pre-campaign testing model to evaluate the effectiveness of advertising campaigns. The model measures both tactical goals like attention and cognitive/emotional response, as well as strategic goals like impact on brand attitude. It uses an experimental design with test and control groups, and an online survey with projective techniques. The survey measures recognition, perceptions, imagery and purchase intent before and after ad exposure to assess the ad's impact. Results are analyzed across multiple dimensions and compared to benchmarks.
1. The document outlines the steps in the marketing research process, including problem definition, setting objectives and hypotheses, research design, data collection and analysis, and reporting.
2. It describes different types of research such as exploratory, descriptive, and causal research as well as quantitative and qualitative research.
3. Key steps in the process are problem definition, developing objectives and hypotheses, choosing a research design, identifying and collecting primary or secondary data, analyzing the data, and preparing a report to communicate findings.
Deciding On Media And Measuring Effectiveness 1rajeevgupta
1. The document discusses factors to consider when deciding on media for advertising, including reach, frequency, and impact to determine the total number of exposures.
2. It also discusses evaluating the effectiveness of advertising through communication-effect research like copy testing and sales-effect research.
3. The conclusion is that the best results are achieved when media is used synergistically by considering factors like the target audience, media habits, product characteristics, and costs.
This document discusses the relationship between consumers, media, and advertising from the perspective of an expert in media, advertising, and consumer behavior. It makes the following key points:
1. Consumers have varying relationships with media, from casual to intense, depending on factors like their perceptions, feelings, and loyalty. This affects the effectiveness of advertising, with more intense relationships leading to greater impact.
2. Most information from advertisements is stored briefly in short-term memory, so the challenge is to transfer it to long-term memory.
3. Going beyond syndicated research, specialized proprietary research can provide deeper insights into consumer purchase behaviors, communication channel influences, and unique consumer insights to improve marketing strategies.
Adverstisement Process and Advertising SquareAnkit Gupta
This particular presentation will help in understanding the definition, purpose, features and objectives of advertisement. Also, it helps to gain knowledge about the advertising process and AIDA model.
This document summarizes a study on the marketing mix strategies used by NM Medical, a healthcare company. The objectives are to analyze distribution channels, sales promotion techniques, and customer satisfaction methods. A convenience sample of 100 IVF centers that have been customers for over 1 year will be used. SWOT analysis will help identify the strengths, weaknesses, opportunities, and threats of different sales promotion approaches. The research aims to help NM Medical identify effective promotions, improve industry visibility, and enhance products/services based on customer needs. The guide has experience in marketing analytics and business roles in healthcare companies.
This document provides an overview of marketing research, including product research, advertising research, and market and sales analysis. It discusses key aspects of each area such as:
- Product research involves qualitative explorations to understand customer needs and concept/product testing.
- Advertising research includes pre-market research like consumer juries and post-market research to evaluate campaign effectiveness.
- Market analysis dimensions involve assessing the market size, growth, profitability, industry forces, trends and success factors to determine opportunities.
The document discusses market research and its importance for advertising decisions. It examines how marketers gather intelligence about customer needs and apply it to strategy, creative concepts, ad pretesting and posttesting. Market research helps identify target audiences, product positioning, message testing and media selection. Both qualitative and quantitative primary and secondary research methods are used to define problems, explore concepts and formally measure audience responses. The goal is to generate continuous market information to inform decision-making across all aspects of the advertising process.
A STUDY ON IMPACT OF ADVERTISING IN B2B MARKETINGArnab Sahoo
The document provides an overview of advertising effectiveness and types of advertising. It discusses that advertising effectiveness aims to avoid costly mistakes and increase efficiency. It defines advertising as a paid form of mass communication used to promote products, services, or ideas. It then describes the basic features of advertising such as being a paid, non-personal message with an identified sponsor aimed at informing and persuading consumers. The document also outlines various functions of advertising including identifying brands, providing information, generating demand, building customer base, and influencing pricing. Finally, it discusses different types of advertising such as online, mobile, print, and guerrilla advertising.
Every advertisement must convey the full message to the audience because people do not read ads as a series. The document discusses key terms related to advertising such as marketing, marketing mix, and promotion. It describes the functions of advertising as communicating information, urging product use, expanding distribution, increasing brand preference, and reducing costs. The commonly used media for ads are print (newspapers, magazines), digital (TV, radio, cinema), and other channels like direct mail. Evaluation criteria for print ads include the headline, creativity, layout, messaging, and sales potential. For digital ads, factors include the unique selling proposition, dramatization, message conveyed, simplicity, and ability to leave a lasting impression.
This document discusses advertising copy testing. It explains that copy testing should be done to make sound decisions, stay up to date with trends, determine saturation points, and have clear exit strategies. Copy testing can be done before or after releasing advertisements. When testing, companies should evaluate people's motives for purchasing, the communicated message, the best media to reach audiences, and whether objectives were achieved. The document also outlines nine principles for effective copy testing systems, such as using multiple measurements and accounting for human responses and biases.
A media planner is responsible for planning media campaigns across various channels to maximize brand exposure and effectiveness. This involves developing a strategic plan, identifying target audiences, selecting appropriate channels, negotiating deals, monitoring performance, and reporting results. While digital media can be planned separately, an integrated approach that leverages different channels together is often most effective at reaching audiences across many contact points.
Um menino roubou o brinquedo de outro menino que estava na creche. O pai do menino que roubou o brinquedo parou a carrocinha, conversou seriamente com o filho e o fez devolver o brinquedo. O menino admirava muito o pai e o via como seu herói.
Este documento presenta información sobre tres temas diferentes: el ADN complementario o ADNc, los ecosistemas y Internet. Explica que el ADNc se sintetiza a partir del ARNm y carece de intrones, lo que permite su clonación en células procariotas. Define un ecosistema como un conjunto de organismos e interacciones en un hábitat compartido. Finalmente, describe a Internet como una red descentralizada de redes interconectadas que usan protocolos TCP/IP y su origen en la red ARPANET en 1969, señalando que la World Wide Web
This portfolio document provides a summary of Lindsey Tharpe's qualifications and experience in advertising and public relations. It includes samples of her student advertising work, communications research project, senior campaign project for a university athletics department, public relations work, and references. The portfolio demonstrates Tharpe's skills in copywriting, design programs, research, and press release writing from both academic and internship experience.
This document discusses evaluating the effectiveness of advertising in 3 key areas:
1) Avoiding costly mistakes by understanding how money is spent and measuring communications impact.
2) Evaluating alternative strategies to determine the most effective approach.
3) Increasing advertising efficiency by addressing issues like losing sight of the intended message.
This document discusses various types of research used in advertising and public relations. It describes copy testing research, which tests different elements of advertisements, and media research, which measures reach, frequency, and effectiveness of advertising campaigns. The document also outlines longitudinal research methods like trend studies, cohort studies, and panel studies used to evaluate public opinion and behavior over time in various contexts like public relations.
Advertising effectiveness in mobile phone industryVipin Venganoor
The document discusses advertising effectiveness and how it can be measured. It examines two approaches: the market response approach which looks at the relationship between advertising spending and sales, and the behavioral perspective which focuses on psychological factors like recall, attitude, and purchase intention. Recall and attitude are commonly used measures of advertising effectiveness as they can predict future brand choice and behavior. The document also reviews literature on the relationship between creative advertising and advertising effectiveness, finding that creative advertising generally has a positive influence on effectiveness measures like recall, attitude, and purchase intention.
Marketing Communication Campaign EvaluationSatyam Arora
This document discusses evaluating marketing communication campaigns. It outlines what should be evaluated like formative evaluations to assess audience perceptions and message effectiveness. It also discusses when and how to evaluate, including outcome and impact evaluations. Evaluation techniques are presented, such as econometrics, RFID, and eyetracking tools. Recommendations include computing corporate equity changes, evaluating source factors, message strength, media strategies, and budgeting. Pre-testing and publishing case studies are also recommended.
This document discusses consumers' attitudes towards mobile marketing. It examines how mobile marketing can impact consumers' attitudes and purchase intentions. Key topics covered include how mobile marketing relates to consumer satisfaction, trust, perceived value and brand perception. The document outlines advantages of mobile marketing in reaching certain demographic groups and also highlights some disadvantages. It concludes by emphasizing creating a positive attitude and embracing challenges to achieve success with mobile marketing.
Barcelona summit declaration slides update. revised with delegate comments fo...Eric Schwartzman
This document outlines proposed principles for measuring public relations and communications. It aims to establish clear standards to make the profession more credible and impactful. The seven principles address key issues like the importance of goal setting, measuring both quantity and quality of media coverage, rejecting advertising value equivalents as the measure of PR value, how to measure social media, prioritizing outcomes over outputs, measuring business results where possible, and the importance of transparency and replicability in measurement. The document is open for public comment through July 15 before being finalized.
The document describes a pre-campaign testing model to evaluate the effectiveness of advertising campaigns. The model measures both tactical goals like attention and cognitive/emotional response, as well as strategic goals like impact on brand attitude. It uses an experimental design with test and control groups, and an online survey with projective techniques. The survey measures recognition, perceptions, imagery and purchase intent before and after ad exposure to assess the ad's impact. Results are analyzed across multiple dimensions and compared to benchmarks.
1. The document outlines the steps in the marketing research process, including problem definition, setting objectives and hypotheses, research design, data collection and analysis, and reporting.
2. It describes different types of research such as exploratory, descriptive, and causal research as well as quantitative and qualitative research.
3. Key steps in the process are problem definition, developing objectives and hypotheses, choosing a research design, identifying and collecting primary or secondary data, analyzing the data, and preparing a report to communicate findings.
Deciding On Media And Measuring Effectiveness 1rajeevgupta
1. The document discusses factors to consider when deciding on media for advertising, including reach, frequency, and impact to determine the total number of exposures.
2. It also discusses evaluating the effectiveness of advertising through communication-effect research like copy testing and sales-effect research.
3. The conclusion is that the best results are achieved when media is used synergistically by considering factors like the target audience, media habits, product characteristics, and costs.
This document discusses the relationship between consumers, media, and advertising from the perspective of an expert in media, advertising, and consumer behavior. It makes the following key points:
1. Consumers have varying relationships with media, from casual to intense, depending on factors like their perceptions, feelings, and loyalty. This affects the effectiveness of advertising, with more intense relationships leading to greater impact.
2. Most information from advertisements is stored briefly in short-term memory, so the challenge is to transfer it to long-term memory.
3. Going beyond syndicated research, specialized proprietary research can provide deeper insights into consumer purchase behaviors, communication channel influences, and unique consumer insights to improve marketing strategies.
Adverstisement Process and Advertising SquareAnkit Gupta
This particular presentation will help in understanding the definition, purpose, features and objectives of advertisement. Also, it helps to gain knowledge about the advertising process and AIDA model.
This document summarizes a study on the marketing mix strategies used by NM Medical, a healthcare company. The objectives are to analyze distribution channels, sales promotion techniques, and customer satisfaction methods. A convenience sample of 100 IVF centers that have been customers for over 1 year will be used. SWOT analysis will help identify the strengths, weaknesses, opportunities, and threats of different sales promotion approaches. The research aims to help NM Medical identify effective promotions, improve industry visibility, and enhance products/services based on customer needs. The guide has experience in marketing analytics and business roles in healthcare companies.
This document provides an overview of marketing research, including product research, advertising research, and market and sales analysis. It discusses key aspects of each area such as:
- Product research involves qualitative explorations to understand customer needs and concept/product testing.
- Advertising research includes pre-market research like consumer juries and post-market research to evaluate campaign effectiveness.
- Market analysis dimensions involve assessing the market size, growth, profitability, industry forces, trends and success factors to determine opportunities.
The document discusses market research and its importance for advertising decisions. It examines how marketers gather intelligence about customer needs and apply it to strategy, creative concepts, ad pretesting and posttesting. Market research helps identify target audiences, product positioning, message testing and media selection. Both qualitative and quantitative primary and secondary research methods are used to define problems, explore concepts and formally measure audience responses. The goal is to generate continuous market information to inform decision-making across all aspects of the advertising process.
A STUDY ON IMPACT OF ADVERTISING IN B2B MARKETINGArnab Sahoo
The document provides an overview of advertising effectiveness and types of advertising. It discusses that advertising effectiveness aims to avoid costly mistakes and increase efficiency. It defines advertising as a paid form of mass communication used to promote products, services, or ideas. It then describes the basic features of advertising such as being a paid, non-personal message with an identified sponsor aimed at informing and persuading consumers. The document also outlines various functions of advertising including identifying brands, providing information, generating demand, building customer base, and influencing pricing. Finally, it discusses different types of advertising such as online, mobile, print, and guerrilla advertising.
Every advertisement must convey the full message to the audience because people do not read ads as a series. The document discusses key terms related to advertising such as marketing, marketing mix, and promotion. It describes the functions of advertising as communicating information, urging product use, expanding distribution, increasing brand preference, and reducing costs. The commonly used media for ads are print (newspapers, magazines), digital (TV, radio, cinema), and other channels like direct mail. Evaluation criteria for print ads include the headline, creativity, layout, messaging, and sales potential. For digital ads, factors include the unique selling proposition, dramatization, message conveyed, simplicity, and ability to leave a lasting impression.
This document discusses advertising copy testing. It explains that copy testing should be done to make sound decisions, stay up to date with trends, determine saturation points, and have clear exit strategies. Copy testing can be done before or after releasing advertisements. When testing, companies should evaluate people's motives for purchasing, the communicated message, the best media to reach audiences, and whether objectives were achieved. The document also outlines nine principles for effective copy testing systems, such as using multiple measurements and accounting for human responses and biases.
A media planner is responsible for planning media campaigns across various channels to maximize brand exposure and effectiveness. This involves developing a strategic plan, identifying target audiences, selecting appropriate channels, negotiating deals, monitoring performance, and reporting results. While digital media can be planned separately, an integrated approach that leverages different channels together is often most effective at reaching audiences across many contact points.
Um menino roubou o brinquedo de outro menino que estava na creche. O pai do menino que roubou o brinquedo parou a carrocinha, conversou seriamente com o filho e o fez devolver o brinquedo. O menino admirava muito o pai e o via como seu herói.
Este documento presenta información sobre tres temas diferentes: el ADN complementario o ADNc, los ecosistemas y Internet. Explica que el ADNc se sintetiza a partir del ARNm y carece de intrones, lo que permite su clonación en células procariotas. Define un ecosistema como un conjunto de organismos e interacciones en un hábitat compartido. Finalmente, describe a Internet como una red descentralizada de redes interconectadas que usan protocolos TCP/IP y su origen en la red ARPANET en 1969, señalando que la World Wide Web
The document discusses content marketing strategies for connecting with an audience through core online destinations. It recommends establishing a consistent presence on Facebook, LinkedIn, your website, and YouTube. It emphasizes updating Facebook at least twice a week with business storylines brought to life through video, pictures and comments. LinkedIn company pages are also suggested for ranking well in search. Connecting these content destinations so all content is posted on the website is advised. Creating a YouTube channel is only recommended for professional-grade video, otherwise consider slideshows or digital brochures on SlideShare. It concludes by suggesting creating a posting schedule for Facebook, LinkedIn and YouTube to engage audiences and connect with them through relevant, interest-generating content.
Bargento 1.0 – Beeshopy – Social shopping practico con magentoBargento ES
Este documento presenta las buenas prácticas para el social shopping con Magento. Explica que el social shopping es la intersección entre el comercio electrónico y las redes sociales, permitiendo a los consumidores comprar en un entorno social. Luego, ofrece consejos sobre la gestión de páginas de Facebook, los tipos de contenido que se deben publicar, cómo ganar seguidores, y el uso de promociones y publicidad en Facebook para impulsar las ventas.
The document summarizes information about several famous people from history:
- Neil Armstrong, the first person to walk on the moon
- John F. Kennedy, former US president who set America's space goals
- Martin Luther King Jr., American civil rights leader
- The Beatles, the iconic British rock band
- Marilyn Monroe, legendary American actress and sex symbol
For each person, it provides details on their background, appearance, accomplishments, and why they are admired.
1. The document analyzes data on repurchase agreements (repos) from money market funds and securities lenders to measure the repo funding extended to the shadow banking system.
2. The data suggests there was a run on repo backed by non-Agency MBS/ABS collateral as quantities contracted and prices (haircuts, rates, maturities) increased for this type of collateral, while the repo market for Treasury and Agency collateral was not significantly affected.
3. While the contraction in repo funding for non-Agency MBS/ABS was small relative to its outstanding stock, some dealer banks with larger exposures were more strongly affected and relied on the Fed's emergency lending programs for funding.
Advertising research is the systematic gathering and analysis of information to help develop or evaluate advertising strategies, advertisements, and media campaigns. It can involve psychological, sociological, economic, and other perspectives. Advertising research is either customized for a specific client or syndicated and available for multiple companies. Common methods of advertising research include focus groups, interviews, projective techniques, questionnaires, and tests to evaluate ads before and after market deployment. The overall purpose is to improve brand awareness and increase revenue by creating more effective advertising that reaches the target market.
Advertising research is a form of marketing research conducted to improve advertising efficiency by systematically gathering and analyzing information to develop, evaluate, and test strategies, ads, and campaigns using various methods like pre-testing ads through consumer juries, rating scales, and post-market research to assess brand awareness and preference. Key challenges include selecting the right media and measuring audience sizes given variations across geography, composition and accumulation rates within different media vehicles.
Driven to Succeed is a renowned consulting and market research company that combines data analysis (the "what") with compassionate research and dialogue (the "why"). We assist businesses of all sizes, from mid-market enterprises to Fortune 500 brands, in discovering valuable insights that can fuel innovation and boost sales, revenue, and market share.
Imaginologie is the division of the company that focuses on market research. Their expertise lies in both qualitative and quantitative research, analysis, and evaluation. They conduct surveys to gather customer feedback, brainstorm and generate new ideas for products and services, and develop brand marketing strategies. Their goal is to take the insights they gather and translate them into actionable steps to help brands innovate, increase sales, profits, and market share. They use a proprietary framework called "So What and Now What™" to ensure that their findings are not just informative, but also practical and useful.
Kristin Harper & The Expert Collective is the learning and development division that offers a range of resources from a diverse group of business owners and experts in various fields such as leadership, employee wellness and engagement, Human Resources, and Diversity, Equity, Inclusion & Belonging. They operate under one supplier MSA, making access to these resources easy and convenient. The services provided include keynotes, training sessions, executive advisory and consultancy, and voice of the employee surveys. They strive to work from both the head and the heart to help brands grow and succeed while also promoting the well-being of individuals.
Driven to Succeed provides four primary services to their clients:
1. EthnoGraphics™ Insights: This service enables businesses to gain deep and empathetic market research insights from consumers.
2. Better Ideaz™ Brainstorming: Through this service, Driven to Succeed facilitates high-impact ideation that results in innovative thinking and solutions.
3. The Collaboratory Concept Lab: This service involves transforming product and service ideas into concepts that are ready to be tested.
4. Speaking, Training & Consulting: Driven to Succeed offers services that help businesses align their strategies with their organizational values and human capital to accelerate performance.
If you're interested in learning more about our services, feel free to send us a direct message or visit our website at www.DriventoSucceedLLC.com.
This document discusses advertising research. It defines advertising research as the systematic analysis of consumer behavior through data collection and analysis related to advertisement effectiveness. The document outlines different types of advertising research including advertising effectiveness research, advertising media selection research, advertising message research, and product appeal approach. It also discusses the objectives, essentials, methods including pre-testing and post-testing, and benefits of conducting advertising research.
Principles of Marketing. It tackles market research, its importance and purpose. And also the process or steps in conducting marketing research. The kinds of data sampling and size etc.
The document discusses various methods for evaluating the effectiveness of marketing campaigns and advertisements. There are three main stages of evaluation: testing, monitoring, and measurement. Testing predicts results, monitoring tracks performance, and measurement evaluates results. There are four main types of research used in evaluation: developmental research, concurrent research, post-testing research, and diagnostic research. Evaluation examines factors like memory, persuasion, likability, inquiries generated, and sales impact. The goal is to determine if marketing objectives were achieved and identify ways to improve future campaigns.
The document discusses various methods for evaluating public communications efforts, including measuring against objectives, media exposure, audience awareness and understanding, attitude and behavior changes, and supplemental activities. Evaluation ensures accountability and helps enhance future performance. It should be built into the planning process from the start. Key methods include analyzing media coverage, surveys, pre-testing messages, and audits of communications activities.
This document discusses market research conducted on Dettol, a brand of hygiene products owned by Reckitt Benckiser. It provides the following key points:
1. Dettol has been a trusted brand in India since 1933 and is consistently rated as one of India's most trusted brands. It offers multiple hygiene products including soaps, hand wash, and hand sanitizer.
2. The document outlines various chapters covering topics such as the Indian personal hygiene market, Reckitt Benckiser as a company, the history and statistics of the Dettol brand, and analyses of Dettol soap.
3. Market research methods discussed include surveys, focus groups, and analyzing secondary data to understand customers
This document discusses different types of advertising research. There are two main types - customized research conducted specifically for a client, and syndicated research where results are available for multiple companies. Pre-testing is a form of customized research that predicts how well an ad will perform before it airs. It analyzes audience attention, brand awareness, motivation, and the emotional impact. Post-testing also tracks brand metrics like awareness over time. Various methods are used to evaluate ads before and after airing.
This document discusses different types of advertising research. There are two main types - customized research conducted specifically for a client, and syndicated research where results are available for multiple companies. Pre-testing is a form of customized research that predicts how well an ad will perform before it airs. It analyzes audience attention, brand awareness, and the emotional impact. Post-testing also tracks brand metrics like awareness over time. Various methods are used to pre-test and post-test ads across different media like TV, print, and online.
This document discusses different types of advertising research. There are two main types - customized research conducted specifically for a client, and syndicated research where results are available for multiple companies. Pre-testing is a form of customized research that predicts how well an ad will perform before it airs. It analyzes audience attention, brand awareness, motivation and communication. Post-testing involves tracking studies that monitor brand performance over time through measures like awareness, preference and attitudes. Various methods are used to pre-test and post-test ads across different media like TV, print and online.
This document discusses different types of advertising research. There are two main types - customized research conducted specifically for a client, and syndicated research where results are available for multiple companies. Pre-testing is a form of customized research that predicts how well an ad will perform before it airs. It analyzes audience attention, brand awareness, and the emotional impact. Post-testing also tracks brand metrics like awareness over time. Various methods are used to pre-test and post-test ads across different media like TV, print, and online.
Purpose: To advance public relations measurement by recommending metrics and approaches for evaluating public relations’ influence on four main business outcomes:
o Financial
o Reputation / Brand Equity
o Employees and other Internal Publics
o Public Policy
This document provides an overview of key marketing concepts for designers to understand. It discusses how marketing involves communicating the value of products/services to customers and building relationships. The lecture examines consumer behavior, the 4 P's framework, market segmentation, branding, and how technologies can enhance marketing. It emphasizes that designers should appreciate marketing's role in serving customers and work collaboratively with marketing professionals to ensure products meet consumer needs.
The document proposes interim standards for metrics used in traditional media analysis. It provides definitions for common terms like impressions, mentions, and tone. For impressions, it recommends using circulation figures from credible sources and avoiding arbitrary multipliers. For items of analysis, it provides guidance on what should count as a unique "hit." It also offers recommendations for calculating and defining tone or sentiment in a consistent manner. The standards are intended to promote transparency and consistency in how PR professionals measure and evaluate traditional media coverage.
Advertising messages are everywhere. There are advertisements on radio,
television, billboards, newspapers, magazines, the Internet, matchbook covers, gas
pumps, shopping carts, clothing, and on. Advertising researchers want to answer
questions such as should a certain product be packaged in blue or red? Is
Cosmopolitan a better advertising buy than Vogue? Advertising research does not
involve any special techniques; the methods discussed earlier— laboratory, survey,
field research, focus groups, and content analysis—are in common use.
Advertising
Generally we can say that Advertising is a marketing communication and non-
personal message to promote or sell a product, service or idea.
Advertising is a means of communication with the users of a product or service.
https://economictimes.indiatimes.com/definition/advertising
Advertising research
Advertising research is a specialized form of marketing research conducted to
improve the efficiency of advertising.
Advertising research is the systematic gathering and analysis of information to help
develop or evaluate advertising strategies, ads and commercials, and media
campaigns.
https://www.slideshare.net/PranavKumarOjha/advertising-research-13466787
So research in advertising is applied research, which attempts to solve a specific
problem and is not concerned with theorizing or generalizing to other situations.
Areas in advertising research
There are three functional research areas in advertising these are
1. Copy research
2. Media research and
This document discusses advertising research and its various methods and processes. It begins by defining advertising research and explaining its purpose to improve advertising efficiency. It then discusses the traditional tools and importance of adapting to new media/audiences.
The document outlines the advertising research process as having three stages: preliminary discussions/agreements, planning/data collection, and application. It provides details on various pre-market and post-market research methods like copy testing, consumer juries, rating scales, and recall tests. Finally, it discusses challenges in audience measurement and references additional resources.
Barcelona declaration of measurement principles final with results voting. 20...Eric Schwartzman
The document summarizes discussions from a summit on developing principles for measuring public relations. Key points discussed include: establishing goals and measuring outcomes over outputs; media measurement requiring consideration of both quantity and quality; advertising value equivalents not representing the true value of PR; and that social media can and should be measured through a variety of quantitative and qualitative methods. The summit resulted in agreement on seven proposed principles for PR measurement.
Impact of advertising on customers in tata motorsProjects Kart
1. Tata Motors is India's largest automobile company with revenues of Rs.70,938.85 crores in 2008-09. It is a leader in commercial vehicles and among the top three in passenger vehicles in India.
2. Established in 1945, Tata Motors has a presence across India with over 4 million vehicles and manufacturing plants in several Indian states.
3. The company also has international operations through subsidiaries and joint ventures, including Jaguar Land Rover acquired in 2008, a South Korean truck maker, and bus and coach manufacturers in Spain and Brazil.
4. The media Mix research solutions is the research arm of The R&T Advertising Group - a marketing & communication company that provides fully-fledged solutions to advertisers. We believe, that the new agency model that we have created provides for multi-dimensional solutions through its creative ideas that enable our clients’ discernible differentiation on the market and yield tangible results. Who We Are Our Mission We develop creative communication solutions aiming at achieving maximal impact for our clients’ marketing budgets. Our Services Building upon more than ten years of experience in the advertising market & communication services in Albania, the group provides now thorough consultancy services at all levels of expertise in today’s ad industry & market research. Brand Advertising Strategic Planning & Consumer Understanding Research, Development and Implementation Brand Design & Development Strategic Communication Planning & Media Services Integrated Marketing Communications Business-to-Business Communication Development Promotion Planning and Execution Company Profile 1 2 4 6 5 7
6. Media Mix provides complete consultancy services in the sector of: market research , public opinion & social research , as well as advertising & media research . OPINION ADVERTISING CUSTOMER RELATIONS MARKETING MEDIA & AUDIENCE Research Services Starting from conceptualizing & designing the questionnaires, selecting & implementing representative samples, conducting the interviewing fieldwork, as well as detailing & finalizing the statistical analysis of the findings resulting from the collected data, Media Mix provides a full package of syndicated & custom research services. The adoption of contemporary research techniques & the analytical capabilities of Media Mix ’s key personnel provides its clients with key assistance insights in their decision-taking and their competing strategies in five main specialized of market research: 1 2 4
8. The single core activity of Media Mix ’s research & planning dept. focuses on collecting, processing & analyzing information about opinions, needs & wants of consumers, clients & citizens, and understanding their attitude and behavior. Public Opinion & Social Research Advertising Research Quality & Management of Customer Relations CRM) Research Marketing Research Media & Audience Research Structure of Research Services The unique analytical approach and adoption of contemporary statistical techniques enables Media Mix ’s clients to understand better their markets & target consumers. A thorough and detailed analysis of even the slightest of differences in gauging respondents’ opinions facilitates depicting a clear picture of the needs, desires, and motivations of the consumers-citizens. In order to meet best its partners’ expectations, Media Mix has structured its research service business into five main specialized areas of research studies. 1 2 4
16. New Subscribers Studies These studies analyze whether the new subscribers of a certain publication or media outlet match, or not, the demographics of the existing subscribers base. Most of the time, the samples for such kind of studies are designed to produce results according to circulation figures or source of subscription for publications & cable/satellite service TV networks. Circulation/Audience Renewal Monitoring Designed to predict the type of people that are most likely to renew, or not, their subscription, these kind of studies help publishers & other media outlets’ management to assess the development sizing trend of such groups, as well as the trend of factors that influence whether their efforts to renew their subscription are more, or less, likely to be successful. Additionally, they help in diagnosing & improving media outlets' appeals to get higher rate of subscription from their audience. Intercepting Studies at the Newstand The readers are immediately contacted after their publication purchase at the newstand in order to find the reasons of their reading behavior, as well as the frequency of purchase. Cover Testing These studies are designed to predict which cover, out of three or four alternatives, could sell better after being placed in the newstand. List Testing Small sample lists are tested to find whether they match, or not, the demographics & behavioral setting of the audience for certain publications & media outlets.
18. Editorial, Commentary & Content Monitoring. Stories, press reports, presentations & different formats appearing in certain publications, or media outlets, are monitored periodically, and the data collected are analyzed to assess the ratings figures of viewers/listeners/readers. Programming & Editorial Development Testing The audience is asked to asses its interest and readership of stories published or aired in certain publications or media outlets, as well as to evaluate the general editorial content. The latter are also known as TOC – Table of Contents studies. Copy & Editorial Concept Testing It is often used to assess the interest of new media outlets’ programming appeal. Representative samples of specific target groups include individuals representative of the respective target groups for the publication or media outlet in hand, and prototypes of the latter are used in the study, especially when questionnaires involve face-to-face interviewing methodology. Viewers/Listeners/Readers Auditing The audience is asked to assess a publication or media outlet against the competition. These kind of studies may serve as diagnostic tools for the editors in their attempts to improve the editorial product.
20. Consumer Research These kind of studies help in understanding the behavior, capacity and decision-taking process of consumers in the market. The findings from such studies could be of great use in drafting and implementing marketing & communication business retail plans by the corporations. These kind of studies are typically customer satisfaction and/or consumer survey . Mystery Shopping It is another form of market research that can be used as a measuring instrument in assessing one company’s customer care service. The goal is to provide information at management level for the company, in order to generally improve the quality of services, and especially, the quality of customer service. Hence, the conduct of periodic measurements about the quality of services can help the company in monitoring the progress of projects in usually improving their customer care service. Usage & Attitude Studies Usage & Attitude studies are comprehensive & multi-dimensional exercises that major companies organize at least once in two years. Divided usually into two stages, the qualitative one followed the quantitative, U&A studies can assist in drafting long-term marketing & business retail strategies, both for specific products & services, as well as for the quality and management of customer care services, or the hierarchical level of the company’s management. Customer Satisfaction Studies These are studies that are carried out periodically by companies, in order to objectively asses the level of services provided to the clients, which will consequently lead to their improvement. Demographic Profiling & Customer Segmentation Consumer segmentation according to different demographic categories is an important element that can immensely help a company in drafting successful targeting & positioning strategies for different products & services of the companies in the market. 1
21. 09 Appendix | Brief Guide Most-often used Multivariate Statistical Techniques in today’s practice of market research
22. Correlation Analysis Regression Analysis Factorial Analysis Cluster Analysis Brand Mapping Conjoint Analysis Discriminant/Logistic Regression MediaMix provides full research consultancy service including all modern-practice multivariate statistical techniques. Following is a brief guide of the most often multivariate techniques used in today’s market research practice: Multivariate Statistical Techniques 1 2 4 6 5 7
23. Correlation Analysis , expressed by correlation coefficients, measures the degree of linear relationship between two variables. While in regression the emphasis is on predicting one variable from the other, in correlation the emphasis is on the degree to which a linear model may describe the relationship between two variables. The correlation coefficient may take on any value between + and - 1. The sign of the correlation coefficient (+, -) defines the direction of the relationship, either positive or negative. A positive correlation coefficient means that as the value of one variable increases, the value of the other variable increases; as one decreases the other decreases. A negative correlation coefficient indicates that as one variable increases, the other decreases, and vice-versa. The absolute value of the correlation coefficient measures the strength of the relationship. A correlation coefficient of r=.50 indicates a stronger degree of linear relationship than one of r=.40. Likewise a correlation coefficient of r=-.50 shows a greater degree of relationship than one of r=.40. Thus a correlation coefficient of zero (r=0.0) indicates the absence of a linear relationship and correlation coefficients of r=+1.0 and r=-1.0 indicate a perfect linear relationship. r = 0.85 The scatter plots presented on the right perhaps best illustrate how the corr. coeff. changes as the linear relationship between the two variables is altered. When r=0.0 the points scatter widely about the plot, the majority falling roughly in the shape of a circle. As the linear relationship increases, the circle becomes more and more elliptical in shape until the limiting case is reached (r=1.00 or r=-1.00) and all the points fall on a straight line. r = 1.00 r =-0.54 r = 0.17 Three Scatter Plots & their associated Correlation Coefficients
24. Correlation Analysis is typically used for Customer/Employee Satisfaction studies to answer questions such as “which elements contribute most to someone’s overall satisfaction or loyalty to the?” This can lead to a “derived importance versus satisfaction” map. (See below.) It is also ideal when sample sizes are too low (e.g. less than 100) to run a regression analysis. Graphical Depiction of Brand Mapping after Correlation Analysis ‘ Satisfaction Level vs. Impact on Performance’ in a Retail Company Tiparet e Produktit Njohuritë e Biznesit Mbështetja on-line Aktivitete Promocionale Linja e Shërbimit 24h Teknologjia e Përparuar Shërbimet e Emergjencës Marrëdhënia me Account Manager-in Shërbimi i Shpejtë Çmimet e Qëndrueshme Shërbimi pas Shitjeve Mirëmbajtja e Produktit Mbërritja në Kohë tek Klienti Cilësia e Produktit 5.0 5.5 6.0 6.5 7.0 7.5 8.0 0.20 0.40 0.60 0.80 Impakti në Performancën e Përgjithshme Shkalla Mesatare e Kënaqësisë Nevoja për Fokus Pikat e Forta Monitorim Ritmi i Duhur
25. Regression Analysis measures the strength of a relationship between a variable you try to explain (e.g. overall customer satisfaction ) and one or more explaining variables (e.g. satisfaction with product quality and price). While correlation provides a single numeric summary of a relation (called the correlation coefficient), regression analysis results in a “prediction” equation. The equation describes the relation between the variables. If the relationship is strong (expressed by the R square value), it can be used to predict values of one variable given the other variables have known values. E.g. how will the overall satisfaction score change if satisfaction with product quality goes up from 6 to 7? Regression Analysis Customer Satisfaction Study Findings in a Super-Market Chain Vlera Aktuale Vlera Target Cilësia e Produktit 7.2 7.2 27% Value for money 5.4 5.4 18% Shumëllojshmëria 7.2 7.2 15% Shërbimi i konsumatorit 6.4 7.0 25% Disponueshmëria e prod. 6.5 7.0 15% 100% Kënaqësia e Përgjithshme 6.3 6.5 27% 18% 15% 25% 15% 0% 10% 20% 30% Impakti Relativ në Kënaqësinë e Përgjith.
26.
27. Factor Analysis aims to describe a large number of variables or questions by only using a reduced set of underlying variables, called factors. It explains a pattern of similarity between observed variables. Questions which belong to one factor are highly correlated with each other. Unlike cluster analysis which classifies respondents, factor analysis groups variables. There are two types of factor analysis: exploratory and confirmatory . Exploratory factor analysis is driven by the data, i.e. the data determines the factors. Confirmatory factor analysis, used in structural equation modelling, tests and confirms hypotheses. Factor analysis is often used in customer satisfaction studies to identify underlying service dimensions, and in profiling studies to determine core attitudes . For example, as part of a national survey on political opinions, respondents may answer three separate questions regarding environmental policy, reflecting issues at the local, regional and national level. Factor analysis can be used to establish whether the three measures do, in fact, measure the same thing. It is can also prove to be useful when a lengthy questionnaire needs to be shortened, but still retain key questions. Factor analysis will indicate which questions can be omitted without loosing too much information. Factor Analysis Company’s Service Dimensions personel i vëmendëshëm shërbim i saktë shërbim i ofruar në kohë ekspertizë ndërkombët. e kupton biznesin teknologji e kohës demonstron vlerë të shtuar balancim kosto e shërbimit transferim i njohurive DIMENSIONET E SHERBIMIT trajtim si klient i rëndësishëm Ekspertiza Value for Money Ciësia e Shërbimit
28. Cluster Analysis is an exploratory tool designed to reveal natural groupings within a large group of observations . It segments the survey sample, i.e. respondents or companies, into a small number of groups. The basic criterion used for this is distance. In short, respondents whose answers are very similar should fall into the same clusters while respondents with very different answers should be in a different cluster. Ideally, the cases in each group should have a very similar profile towards specific characteristics (e.g. attitudinal or behavioural questions), while the profiles of respondents belonging to different clusters should very dissimilar. Cluster analysis is widely used in market research to describe and quantify customer segments . This enables marketers to target customers tailored to their needs instead of having one general marketing approach . Its main advantage is that it can suggest, based on complex input, groupings that would not otherwise by apparent . Cluster Analysis Consumer Typology in a Clothing & Footwear Shop Shopping është një pjesë e rëndësishme e jetës Të ndjeshëm ndaj çmimit Urren shppoing dhe krahasimin e çmimeve shpenzues të mëdhenj 37% e kampionit 20% e kampionit të ndjeshëm ndaj çmimit dashurojnë shopping 14% e kampionit pëlqen shppping të lirë dhe pa mundime 20% e kampionit
29. Brand Mapping is a technique which allows rows and columns of a data matrix, e.g. average satisfaction scores for several products, to be displayed as points in a two-dimensional space or map. It reduces a complicated set of data to a graphical display which is immediately and easily interpretable. Brand maps are based on correspondence analysis . It is often used to illustrate customers’ images of the market by placing products and attributes together on a map . This allows close interpretation of consumer perceptions of a variety of brand simultaneously . Brands are most strongly associated with the attributes it is closest to on the map. If products are placed close to each other, it means they have a similar image or profile in the market. The centre of the map (the cross on the map), represents the overall mean of each attribute, and is the centre around which the brands are dispersed. The more a brand tends to lie in a similar direction away from the centre as an attribute, the more a brand is associated with that attribute. This also means that brands and attributes near the centre of the maps are not differentiating. The length of an attribute vector represents the extent to which the brands differ on that attribute. Angles between the vectors represent correlations between attributes. The smaller the angles, the more correlated the attributes are. The relative association of brands with an attribute can be determined by drawing a perpendicular line from the attribute vector line (=line from the origin to the attribute point) to each of the brands. The distance between the brand and the attribute is the distance between the attribute location and where the perpendicular line crosses the attribute vector line. Brand Mapping . Retail Shops in a Shopping Mall Catalogue 9 Catalog 8 Catalog 7 Catalog 6 Catalog 5 Catalog 4 Catalog 3 Catalog 2 Catalog 1 Mallra të Tjera Shtëpiake Lodra & Pajisje Kujdesi Pajisje Elektrike Mobilje / Tapete Tekstile për Shtëpi Këpucë Veshje Fëmijësh M (nën 16) Veshje Fëmijësh F (nën 16) Veshje për Meshkuj Veshje për Gra
30. Market research is frequently concerned about finding out which aspects of a product or service are most important to consumers. The ideal product or service, of course, would have all the best characteristics, but realistically, trade-offs have to be make. The product with the most expensive features, for example, cannot have the lowest price. Conjoint Analysis is a technique for measuring consumer preferences about the attributes of a product or service . It is the ideal tool for new/improved product development . The conjoint analysis task asks the respondents to make choices in the same fashion as consumers normally do, by trading off features one against the other, either by ranking or choosing one of several product combinations. E.g. a task could be: do you prefer a “flight that is cramped, costs $250 and has one stop” or a “flight that is spacious, costs $500 and is direct”? Conjoint analysis is typically used to guide new product developers by indicating which product aspects are most important to the consumers. It is also useful to gauge consumer reaction when a product (attribute) will change. E.g. what will happen to the market share of brand A if its price increases with 10%? Using conjoint analysis, you can determine both the relative importance of each attribute (e.g. spaciousness, price, number of stops) as well as which levels of each attribute are most preferred (e.g. how much is a price of $250 more preferred than a price of $500). Conjoint Analysis for Mobile Telephony Product Characteristics Influencing Buyers’ Choice Total Tiranë Veri Jug (kampioni) 438 166 93 78 Brand 50% 45% 52% 55% Kosto 24% 20% 17% 27% Funksionet 12% 15% 20% 8% Kamera 10% 14% 7% 6% Pesha 4% 6% 4% 4% 100% 100% 100% 100% 0% 20% 40% 60% Total Tiranë Veri Jug Brand Kosto Funksionet Kamera Pesha
31. CHAID ( Chi Squared Automatic Interaction Detection ) is used t o build a predictive model, based on a classification system . The analysis subdivides the sample into a series of subgroups that: 1) share similar characteristics towards a specific response variable, and that 2) maximises our ability to predict the values of the response variable. The first predictor category (on which the sample will be split) is the predictor that is associated the most with the response variable. I.e. it gives the most differentiating groups of respondents. Each group is then further split until the analysis does not find any significantly discriminating predictor any more. The predictors can be scaled (e.g. 1 to 7 scale rating) as well as categorical questions (e.g. company demographics). The output is a tree of which the branches are the predictor variables that split the sample in discriminating groups. CHAID is very often used to understand the characteristics of the most and least satisfied or interested consumers/employees. It allows the client to target its (potential) clients more efficiently and successfully. Typically used in the Direct Market Industry to identify the type of people who have reacted to a campaign. Konsumatorët më pak të kënaqur me supermarketin. Shkalla mesatare e Kënaqësisë së tyre të përgjithshme është 2.8 dhe ata përfaqësojnë 9% të kampionit total. Të kënaqur me disponueshmërinë e produktve (rezultati>8) Të pakënaqur me disponueshmërinë e produktve (rezultati<6) Kanë fëmijë në shtëpi Të pakënaqur me rradhët tek arka (rezultati<7) Shpenzojnë më pak se 2,000 Lekë në një dyqan market E shijojnë shopping & ju pëlqen të shpenzojnë kohë Super Market’s Client Base Segmentation after CHAID mes=6.3 n=402 (100%) mes=7.0 n=228 (57%) mes=8.3 n=75 (19%) mes=8.8 n=42 (10%) mes=5.3 n=174 (43%) mes=4.3 n=113 (28%) mes=2.8 n=35 (9%) Kënaqësia e Përgjithshme me Supermarketin Konsumatorët më tepër të kënaqur me supermarketin. Shkalla mesatare e Kënaqësisë së tyre të përgjithshme është 8.8 dhe ata përfaqësojnë 10% të kampionit total.