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Canada (158,053)
MCS 3620 (28)
Bharat Sud (21)
Chapter 12

Chapter 12

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University of Guelph
Marketing and Consumer Studies
MCS 3620
Bharat Sud

Chapter 12: Evaluating Marketing Communication Programs The Role and Scope of Marketing Research  Marketing Research: Amarketing function that links the consumer/customer/public to the marketer through information; the information is used to define marketing opportunities and problems, generate marketing strategies, evaluate marketing actions, and monitor performance  Marketing communications setting, research is useful for: ◦ Identifying consumer insights that can be considered when developing message strategies ◦ For measuring the impact and effectiveness of message and media strategies ◦ For tracking brand awareness during the life of a campaign ◦ For pre-testing and post-testing advertising strategies ◦ For measuring changes in behahaviour based on the effects of all forms of marketing communciations  Reliability (of data): Degree of similarity of results achieved if another esearch study were undertaken under similar circumstances  Validity (of data): Aresearch procedure's ability to measure what is intended to measure Research Techniques for Marketing Communications  Primary Research: The collection and recording of primary data  Primary Data: Data collected to resolve a problem and recorded for the first time  Research objectives: Astatement that outlines what the marketing research is to acocmplish  Hypothesis: Astatement of outcomes predicted in a markting research investigation Figure 12.1: The Steps Involved in Primary Research Sample Design  Sample: Arepresentative portion of an entire population that is used to obtain informaiton about that population  Some basic steps must be taken to develop representative sample: ◦ Define the population (universe): Apopulation (universe) is a group of people with spefici age, gender, or other demographic characteristics. It is usually the description of the target market or audience under study. ◦ Identify the Sampling Frame: The sampling frame refers to a list that can be used for reaching a population. The telephone directory could be used as a sampling frame for the population. ◦ Determine the Type of Sample: The researcher has the option of using probability sample or non-probability sample. If a probability sample, is used, the respondents have a known or equal chance of selection and are randomly selected from across the population ▪ Non-probability sample: The respondents have an unknown chance of selection and their selection is based on factors such as convenience for the researcher or the researcher's judgement. The researcher relies on the experience to determine who would be most approrpiate ◦ Determine the Sample Size: The larger the sample, the greater the accuracy of the data collected and the higher the costs Data Collection Methods  Survey Research: The systematic collection of data by communicating with a representative sample by means of a questionnaire  Fixed-Response (closed-ended) Questioning: Questions that are pre-determined with set answers for the respondents to choose from  Open-Response (open-ended) Questioning: Asituation where space is available at the end of a question where the respondents can add their comments  Observation Research: Aform of research in which the beahviour of the respondent is observed and recorded; may be held by personal or electronic means  Experimental Research: Research in which one or more factors are manipulated under controlled conditions while other elements remain constant so taht the respondent's actions can be evaluated  Test Marketing: Placing a commercial, set of commercials or print ad campaign in one or more limited markets that are representative of the whole to observe the impact of the ads on consumers Figure 12.3: Data Collection Methods Qualitative Data versus Qunatitative Data  Qualitative Data: Data collected from small samples in a controlled environment; they describe feelings and opinons on issues  Focus Group: Asmall group of people with common characteristics brought together to discuss issues related to the marketing of a product or service  Quantitative Data: Measureable data collected from large samples using a structured reseach procedure ◦ Provide answers to questions concerned with “what”, “when”, “who”, “how many” and “how often” ◦ Attempts to put feelings, attitudes and opinions into numbers and percentages ◦ Data is gathered from structured questionnaires and a large sample to ensure accuracy and reliability Figure 12.4:AComparison of Qualitative and Quantative Data Survey Methodology  Personal Interview: The collection of infomration in a face-of-face interview  Telephone Interview: In marketing research, the collection of information from a respondent by telephone  Mail Interview: In marketing research, the collection of information from a respondent by mail  Online Survey: In marketing research, using an online questionnair to collect data from people Data Transfer and Processing  Editing Stage: In marketing research, the reciew of questionnaires for consistency and completeness  Data Transfer: In marketing research, the transfer of answers from the questionnaire to the computer  Tabulation: The process of counting various responses for each quesiton in survey  Frequency Distribution: The number of times each answer in a survey was chosen for a question  Cross-Tabulation: The comparison for answers to questions by various subgroups with the total number of responses Data Analysis and Interpretation  Data Analysis: The evaluation of responses question by questionl gives meaning to the data  Data Interpretation: The relating of accumulated data to the problem under review and to the objectives and hypotheses of the research study Measuring and Evaluating Advertising Messages Client Evaluation 1. In terms of content, does the advertisement communicate the creative objectives and reflect the positioning strategy of the brand (company)?  The client reviews the creative for its ability to communicate the key benefit and support claims that substantiate the benefit  All creative objectives would have been outlined in the creative brief  The client would determine if the message strategy and execution conform to the overall positiioning strategy of the brand 2. In terms of how the ad is presented (strategy and execution), does it mislead or misrepresent the intent of the messgae? Is it presented in good taste?  The client m
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