marketing research 2007

8/14/2019 Marketing Research 2007

1/178

January 10, 2007 (Ver 1.0)

Devbrat Kumar

Marketing Research Overview

Session 1

Tango meets Charlie

Tango Charlie


2/178

Januar 10 2007 Ver 1.0 Devbrat Kumar

Friends, Meet Mr. Tango!!

Hi! I am Tango.

My family owns one of

the largest beveragebusinesses of the

country We have

traditionally been into

making and marketing

aerated drinks..

Now I want to start my

own business

The rule of the game is

that it has to be a

business related to our

familys beverage

expertise..

Tango


3/178


Mr. Tango needs help!!

I love oranges. and

therefore I have

more or less decided

to make and market

an Orange Juice

with a difference..

But.how do I go

about it???

Tango


4/178


Mr. Tango is confused..!!

????

?

Different??

? But whatdifference?

Who should

be my TG?

What

should be

the name of

the

product?How should

I promote

it?

What

should be

the price?And pack

What

should be

the looks

of thepack?

Where

should I

promote it

and how

oft?

How do I know if

my TG is aware

of my product?

And is liking it?

Tango


5/178


Decisions required at every stage of

PLC..

Introduction Growth Maturity Decline

Tango


6/178


Mr. Tango needs to take decisions

Tango

Informa

tion

Gutfe

el

Informat ion is Power


7/178


Tango meets Charlie

TangoCharlie

Hello,

I am the CEO of aMR firm called

Chaplin

consultancy!


8/178


Welcome to the world of Marketing

Research Mr. Tango

TangoCharlie

Marketing Researchthe pr oces s of s ystema tica ll ygath ering, an aly zi ng an d i nt erpr etingdat a pertaini ng to the co mpa ny 'smar ket, cu stom ers a nd co mpetit ors,with the goal of i mpr ovi ng mar ket ingdecisions


9/178


Market research and marketing research are often

confused.

'Market' research is simply research into a specific

market. It is a very narrow concept.

'Marketing' research is much broader. It not only

includes 'market' research, but also areas such as

research into new products, or modes of

distribution such as via the Internet

MR = Market Research or

MR = Marketing Research???? Charlie


10/178

January 10, 2007 (Ver 1.0)

Devbrat Kumar

Session 2

PLC and MR

Tango Charlie


11/178



Scope of Marketing Research:

Need assessment through U&A: Usage and Attitude Study

Concept testing: Product, Name, Packaging, Price, Ad

Actual Product testing

Ad testing

Test marketing

Market segmentation

Demand Estimation

Charlie


12/178Januar 10 2007 Ver 1.0 Devbrat Kumar



ATU (Awareness, Trial and Usage)

Brand Health Monitor, Brand Track

Ad effectiveness, Ad track

Sales Forecasting Customer Satisfaction Measurement

Other Stakeholders relationship assessment

Charlie





ATU Brand Health Monitor, Brand Track

Ad effectiveness, Ad track

Customer Satisfaction Measurement

Other Stakeholders relationship assessment+

Fresh rounds of U&A to identify new concepts

New concept testing (Variants).

Charlie



Types of MR:

Concept testing - to test the acceptance of a concept by targetconsumers

Brand name testing - what do consumers feel about the names ofthe products?

Segmentation research - to determine the demographic,psychographic, and behavioural characteristics of potentialbuyers

Usage and Attitude study:When and how a product isconsumed? What other products are in the consider set(Competing products)? What does a consumer feel about theproduct?

Consumer decision process research - to determine whatmotivates people to buy and what decision-making process theyuse

Test marketing - a small-scale product launch used to determinethe likely acceptance of the product when it is introduced into a

wider market

Charlie



Types of MR:

Demand estimation - to determine the approximate levelof demand for the product

Pricing Research: To determine the optimum price levelfor a product / service

Price elasticity testing - to determine how sensitivecustomers are to price changes

Sales forecasting - to determine the expected level ofsales given the level of demand. With respect to other

factors like Advertising expenditure, sales promotion etc.

Charlie



Types of MR:

Positioning research - how does the target market seethe brand relative to competitors? - what does the brandstand for?

Brand equity research - how favorably do consumers viewthe brand?

Advertising Effectiveness research - how effective areads - do potential customers recall the ad, understandthe message, and does the ad influence consumerpurchasing behaviour?

Customer satisfaction studies - exit interviews or surveysthat determine a customer's level of satisfaction with thequality of the transaction

Charlie



Types of MR:

Mystery shopping - An employee or representative

of the market research firm anonymously contacts

a salesperson and indicates he or she is shoppingfor a product. The shopper then records the entire

experience. This method is often used for quality

control or for researching competitors' products.

Charlie


18/178

January 10, 2007 (Ver 1.0)

Devbrat Kumar

Session 3

Types of MR

Tango Charlie



Types of MR:

All of these forms of marketing research can beclassified as eitherproblem-identification researchor as problem-solving research.

A similar distinction exists between exploratoryresearch and conclusive research.

Charlie



Types of Research

By objective

By tenure

By user group

By design (output/ analysis)

By data source

Charlie



Types of research:

By objective:

Exploratory

As the term suggests, exploratory research is often

conducted because a problem has not been clearlydefined as yet, or its real scope is as yet unclear. Itallows the researcher to familiarize him/herself with theproblem or concept to be studied, and perhaps generatehypotheses (definition of hypothesis) to be tested

Conclusive Conclusive research is meant to provide information thatis useful in reaching conclusions or decision-making

Descriptive

Causal

Charlie



So if I do a

research to

understand what is

the perception

about OrangeJuice in the minds

of different user

groups. Will it be

Exploratory in

nature?

and if I do a

research to

confirm my hunch

that children like

orange juice morethan any other

health drink will

it be conclusive

in nature?

Tango



Types of research:

By Tenure:

Ad Hoc

Focuses on specific marketing problems. They

collect data at one point in time from one sample

of respondents.

Continuous/ Tracks

Interview the same sample of respondents,

repeatedly.

Charlie



I See so if I do a

research now to

understand the

usage and attitude

of my Targetgroup it will be

ad hoc. Right? and if later on

(when my product is

launched) I form a

panel of households/

individuals that would

continue to give

feedback to me aboutmy product and

competition products

at regular intervals.

It will be a

continuous

research?

Tango



Types of research:

By User Group:

Custom

Custom research is work commissioned for a specific

organisation/ user.

The commissioning organization holds the intellectual property

rights on reports and other materials generated by the project.

The research design is often tailored to meet specific

requirements of the commissioning organisation

Syndicated

Syndicated research studies are developed by research firms,which sell subscriptions to the studies to private and public

sector clients.

These off-the-shelf products often contain trend information on a

variety of topics. Copyright and management of the studies

content rest entirely with the market research firms.

Subscribers are prohibited from distributing the information to

any other non-subscribing parties

Charlie



Mr. Tango has understood

If I commission a

research for my

exclusive use it

would be a custom

researchBut if I subscribe to the

report of retail auditsurvey conducted by

ORG MARG that projects

the sales/ shelf off-take

volume of all major retail

commodities (Brand

wise) across country I

will be subscribing to a

syndicated studyEven my competition

would be having access

to this report if he pays

for it!!!

Tango



Mr. Tango has a question

Why do we need

syndicated stuff?

It is after all

openinformation.?????

Syndicated research is

sometimes the most

cost-efficient option for

meeting research needs,

because the costs of

research are shared by

the subscribers

Tango



Types of research:

By Design:

Qualitative

Qualitative research involves analysis of data such as words

(e.g., from interviews), pictures (e.g., video), or objects (e.g., an

artifact).

The aim of qualitative analysis is a complete, detailed description

Qualitative data is more 'rich', time consuming, and less able to

be generalized

Less Sample size

Quantitative Data is in the form of numbers and statistics

In quantitative research we classify features, count them, and

construct statistical models in an attempt to explain what is

observed

Quantitative data is more efficient, able to test hypotheses, but

may miss contextual detail

Often large sample sizes

Charlie



If I just want to

understand what my

TG feels about the

benefits of an

Orange juice and if

want a descriptive

report I want a

qualitative

research.... Right?

.and if I want to do a

research where I want

results in terms ofnumbers such as what %

of my TG is and what

% of my TG is aware of

Tangoand what % is

likely to purchase the

new orange juice

Then it has to be

Quantitative in natureTango



Types of research:

By Data Source:

Primary

This type of research is based on information gathered by the

research agency first hand

The data collected is specific to the research need

Secondary

This type of research is based on information gleaned from

studies previously performed by government agencies, chambers

of commerce, trade associations and other organizations.

Secondary research occurs when a project requires a summary or

collection of existing data

Charlie


31/178


Mr. Tango has understood

If I commission a

study where 200

children are

interviewed to give

me insights about

their liking towards

Tango it is a

primary research

But if I go to the internet

and do a research on the

Juice market in India

and also do a researchon Child psychology.

It is a secondary

research

Tango


32/178

January 10, 2007 (Ver 1.0)

Devbrat Kumar

Session 4

Step in MR

Tango Charlie


33/178


Charlie

Lets now understand

how do we go about

designing and

executing a research

project


34/178


MR Agencies in India

IMRB International

AC Nielsen ORG MARG

TNS

Indica Research

Hansa Research

Market Probe

Three

Biggies

!

Others


35/178


Step 1: Research Objective

Why are we doing the research?

Sets the boundaries defines the scope

The foundation of research..

Clear understanding of What is expected out of theresearch?

Unambiguously worded

TangoCharlie

Research Brief


36/178


Step 2: Research Design

Research design provides the framework/ skeleton

that holds the research project together.

A design is used to structure the research,

Determination of the type of research that needs to

be done..

Qualitative or Quantitative or a mix.?

What kind of experiment design?

Charlie


37/178


Step 3: Sampling

Sampling is required because we cannot do a

census every time

Sample should be adequate in size Statistical

accuracy at a decent confidence level is the key tosample size

Sample should represent the universe..

Sample Size Determination

Sampling techniques


38/178


Step 4: Data Collection method/

Instrument

Data collection methods:

Observation

Questionnaire

Charlie


39/178


Step 5: Data Collection

Time for action.. The real thing.

The input to the whole mechanism..

Always remember the concept: GIGO!!!

Telephonic

Web

Face to Face

Self Administered

Mailers

CATI

CAPI

Charlie


40/178


Issues in Data collection

Be careful of:

Errors in selection of respondents

Non-response errors (i.e. failure to get data from selected

respondents)

Errors created by the method of seeking data/ Error instimulating the responses

Interviewers bias

Cheating!!!

Charlie


41/178


Some quality checks:

Scrutiny

Accompaniments

Random Back-checks

Charlie


42/178


Step 6: Data Analysis

The Throughput.

Lets make best use of the precious data..

Frequency counts

Cross tabs

Multivariate

Content analysisCase studies

Charlie


43/178


Step 7: Reporting

The Output. Ultimate test

Should meet all our research objectives

Meaningful

Precise

InterestingCharlie


44/178

January 10, 2007 (Ver 1.0)

Devbrat Kumar

Session 5

Sampling

Tango Charlie


45/178


Experiment Designs

After only

Before and after

Before after with control group

After only with control group Continuous Panel


46/178


Designing and executing a research

project

Seven steps:

1. Specifying research objectives

2. Research Design

3. Sampling

4. Data collection method/ Instrument

5. Data Collection

6. Data Analysis

7. Presentation/ Reporting

Charlie


47/178


Step 3: Sampling

Sampling is required because we cannot do a

census every time

Sample should be adequate in size Statistical

accuracy at a decent confidence level is the key tosample size

Sample should represent the universe..

Sample Size Determination

Sampling techniques


48/178


Sampling requires:

A universe for sampling (Sample of what?)

A suitable sampling method (How?)

An appropriate sample size. (How much?)


49/178


Sampling methods

Probability method:

Every item in the universe has a known chance, or

probability of being chosen for sample

Non Probability method

are those that do not provide every item in the universe

with a known chance of being included in the sample.

The selection process is, at least partially, subjective.


50/178


Probability methods

Simple random sampling

Stratified (random) sampling

Cluster sampling/ Area Sampling

Systematic sampling


51/178


Non Probability methods

Convenience Sampling

Judgment Sampling

Quota Sampling

Special forms:

Group interview Sample

Shopping mall intercepts

Controlled panel


52/178


Sample Size Estimation

Confidence interval /Margin of error:

The measurement that I have taken falls within what % of

actual figure

Confidence levels:

Out of 100 times that I measure how many times my

measurement will fall within the permissible error margin.
http://c/Documents%20and%20Settings/Devbrat.Kumar/Working%20folder/temp/SampleSizeCalculator.exe


53/178

January 10, 2007 (Ver 1.0)

Devbrat Kumar

Session 6

Instrument and Scale

Tango Charlie


54/178


What is an Instrument in MR?

Measurement tool..

Doctors stethoscope, BP machine, Thermometer

so to speak..

If the measurement instrument is faulty ????

Use of right scale is the key

Structured, Semi Structured,

Open ended, Close endedFunnel, Inverted funnel

Types of ScaleCharlie


55/178


Introduction to Measurement Scales

Why do we need a Scale?

Simple!..To measure

But remember to use the right scale. You cannot use a thermometer to measure BP.. Can

you?

Charlie


56/178


Types of scale

Data comes in various sizes and shapes and it is

important to know about these so that the proper

analysis can be used on the data. There are usually

4 scales of measurement that must be considered

Nominal Scale

Ordinal Scale

Interval Scale

Ratio Scale

Charlie


57/178


Nominal Scale

Nominal Data

classification data, e.g. m/f

no ordering, e.g. it makes no sense to state that M > F

arbitrary labels, e.g., m/f, 0/1, etc

You are only allowed to examine if a nominal scale

datum is equal to some particular value or to count

the number of occurrences of each value. For

example, gender is a nominal scale variable. Youcan examine if the gender of a person is F or to

count the number of males in a sample

Charlie


58/178


Ordinal Scale

Ordinal Data

ordered but differences between values are not important

e.g., rank on a scale of 1..5 your degree of satisfaction

You are also allowed to examine if an ordinal scale

datum is less than or greater than another value.

Hence, you can 'rank' ordinal data, but you cannot

'quantify' differences between two ordinal values.

For example, ratings of eating establishments where10=good, 1=poor, but the difference between an

establishment with a 10 ranking and an 8 ranking can't

be quantified

Charlie


59/178


60/178


Ratio Scale

Ratio Data

ordered, constant scale, natural zero

e.g., height, weight, age, length

You are also allowed to take ratios among ratio

scaled variables. Physical measurements of height,

weight, length are typically ratio variables. It is

now meaningful to say that 10 m is twice as long as

5 m. This ratio hold true regardless of which scale

the object is being measured in (e.g. meters or

yards). This is because there is a natural zero

Charlie


61/178


Mr. Tango has a question:

What is a

Natural

Zero???

Some scales of measurement have a natural zero and some do not. Forexample, height, weight etc have a natural 0 at no height or no weight.

Consequently, it makes sense to say that 2m is twice as large as 1m. Both ofthese variables are ratio scale.

On the other hand, year and temperature (C) do not have a natural zero.The year 0 is arbitrary and it is not sensible to say that the year 2000 is twiceas old as the year 1000. Similarly, 0 Degree Centigrade is arbitary (why pickthe freezing point of water?) and it again does not make sense to say that 20degree C is twice as hot as 10C. Both of these variables are interval scale


62/178


Types of Ordinal Scales commonly used in

MR

Graphic rating scale

On an overall basis ,how are you feeling about this course? (Put a tick mark)

or

Disgusting OK Supe

rb!

Three pointFive pointSeven pointTen point

Charlie


63/178


Semantic Differential Scale

How do you feel about the various aspects of this course? (Put a tick mark)

HighQuality

content

LowQuality

content

0123 1 2 3

High

utility

Low

utility

0123 1 2 3

Extremely

interesting

Extremely

boring

0123 1 2 3

Types of Ordinal Scales commonly used in

MR

Charlie


64/178


Other scales

Likert Scale A typical test item in a Likert scale is a statement, the

respondent is asked to indicate their degree of agreement withthe statement.

Traditionally a five-point scale is used, however manyresearchers advocate using a seven or nine point scale

Ice cream is good for breakfast

Strongly disagree

Disagree Neither agree nor disagree

Agree

Strongly agree

Charlie


65/178


Instrument Design

What a typical MR Questionnaire must have. (in

addition to the questions..)

Introduction: Self/ Survey Organisation

Purpose: Why is the survey being conducted and whoare the respondents

How does it benefit you? ,. The Hook/ (Incentive..)

How did we find you? Where did we get your details

from? (If reqd.)

We will keep everything secret.. All responses will

be aggregated

How long this questionnaire will take to complete?

May I proceed?

Charlie


66/178


Instrument Design

Determine what information is wanted

Determine the type of questionnaire to use

Determine the content of individual questions Is the question necessary? Does the respondent have the information requested? Can

the respondent remember?

Will the respondent have to do a lot of work to get theinformation?

Will the respondent give the information?

Are several questions needed instead of one?


67/178


Instrument Design

Determine the type of question to use

Open ended

Dichotomous questions

Multiple choice questions

Determine the scale

What do you like in

Tango?

Do you like the taste of

Tango?

1. Yes 2. No

How do you find the flavor

of Tango2. Too sweet

3. Just the right amount

of sweetness

4. Less sweet


68/178


Instrument Design

Decide on the wording of the questions

Define the issue for respondents clarity

Use simple words

Avoid ambiguous questions / Double barreled

Avoid leading questions

When was the last time someone askedyou what you really thought, cared about

what you said, and LISTENED to the

answer?

Would you vote for John Smith, a man

who has been known to break campaign

promises?

Charlie


69/178


Instrument Design

Decide on the question sequence

Opening questions must win respondents interest

Arrange questions in logical order.

Funnel

Inverted funnel


70/178


Instrument Design

Always pretest the questionnaire.

Charlie


71/178


72/178


NPD Research

Concept development/ Positioning research

Concept testing/ Product testing

Product development


73/178


Research at the Concept development Stage:

LateralThinking

..

Laddering

techniqu

eGroupDiscu

ssions

Identify Motivation, BrandClaim/Positioning, CreativeStrategy

Develop AlternativeConcepts for Productpositioning / Advertising

How to Best ExpressKey Claim/Idea

Creativity.. Output

andinp

utsfrom

otherpas

t

research

eslikeUs

ageand

Attitude

Studiesa

mongthe

TG

Researc

htechn

iquesus

ed:


74/178


75/178


Research at the Concept test/ pretest stage:

How do I decidewhich of

a number ofcreative ideasto develop?

ConceptAConcept

B

ConceptC

Tango


76/178


Research at the Product development/ pretest stage:

I say my orangejuice is Tangier(Sweet with a hintof sourness) thanothers. It has a

taste that isstronger than

others.

TangOOrange

Juice RealOrange

Juice TropicanaOrange

Juice

Tango


77/178


Research at the Product development/ pretest stage:

But how do Iknow if my

product is reallyperceived as

different fromothers

TangOOrange

Juice RealOrange

Juice TropicanaOrange

Juice

Tango


78/178


Research Designs For Product/ Concept

Testing

Monadic tests

Paired Comparison tests

Sequential Monadic tests


79/178



Testing

Monadic Tests.

In monadic testing, a respondent tests a single

product and provides an evaluation of that product.

Data collected typically includes variables such as

purchase interest and ratings on attributes. If there ismore than one product to be tested, matched groups

of respondents would test each product, with the data

collected from each group being compared to each

other

ProductA

ProductB

Evaluation Evaluation


80/178


81/178



Testing

Sequential monadic:

In this design, each respondent evaluates two

products/concepts (he or she sees one concept and

evaluates it, then the second concept and evaluates

it).

ConceptA

ConceptB

Evaluation

Evaluation

ConceptA

ConceptB

Evaluation

Evaluation


82/178


83/178


Test Locations and Blind vs. Branded?....2

Another is should the product(s) be tested blind, meaning withoutrespondent knowledge of the brand name, or should the brandname be obvious?

Blind or unbranded tests will allow for measurement of the truephysical performance of the product, unencumbered by the equity

associated with brand name.

A familiar and well regarded brand name can produce a favorable"halo effect" on the evaluation of the product. In a sense, productperformance can become more a function of the brand image,than the product itself.

For this reason, claims tests of product superiority over thecompetition are almost always blind. However, branded testing ismore realistic, and offers increased predictive validity vis-a-vis ablind test.


84/178


A typical product testing exercise

1. Stimulus development: Make proototypes/ test products

that can be given to the evaluator

2. Decide on the research method: Qualitative or

Quantitative3. Approach the sampled TG representatives (either in

groups or one to one) and show them the products.

4. Show the products (Monadic, Sequential monadic

Design or Paired comparison..)

Rotate the order of giving the products to avoid order bias

5. Record feedback: Statements or Ratings/ Ranking

P d t D l t


85/178


Product Development:

Conjoint technique

Conj oi nt analys is, also called multiattributecompositional models..

The objective of conjoint analysis is to determine

what combination of a limited number of attributes

is most preferred by respondents. It is used

frequently in testing customer acceptance of

new product designs

P d t D l t
http://en.wikipedia.org/wiki/New_product_developmenthttp://en.wikipedia.org/wiki/New_product_development


86/178


Product Development:

Conjoint technique

Process

The basic steps are:

1. select features to be tested

2. show product feature combinations to potential customers

3. respondents rank, rate, or choose between the combinations

4. input the data from a representative sample of potential

customers into a statistical software program and choose

the conjoint analysis procedure. The software will produce

utility functions for each of the features.

5. incorporate the most preferred features into a new product

or advertisement


87/178


A typical MR agency set up:

Charlie

and last but not

the least let me

introduce you to

my team


88/178


CEO

Researchers

Client

Client interface

Research Design

Questionnaire finalisation

Research Proposal (Time/ cost etc.)

Analysis plan

Report writingPresentation

Field Team

Identification of the respondents (Panels etc)

Quality and Quantity of the sample/ data

collection

Survey Programming team

Questionnaire set up/ design

Analytics Team

Data cleaning

Tabulation

Advanced Analytics on the data

Charting Team

Charting of the tabs as per requirement


89/178

January 10, 2007 (Ver 1.0)

Devbrat Kumar

Session 8

Pricing Research

Tango Charlie


90/178


91/178


92/178


Pricing Research Techniques

Modeling historical data

Experimentation/ Simulation

PSM/ Van Westendorp method

WTP/ Gabor - Granger method

BPTO/ Brand - Price Trade Off

Conjoint Analysis (..already covered in the course) Survey

Methods

Non Survey

methods


93/178


Modeling historical data

It becomes a good option as categories mature and longer period ofhistorical data become available

This approach is potentially very useful the idea is to bypass researchprocedures that use consumers answers to questions to predict

behaviour.

Instead, we look at what people have actually done in the past.

It is particularly helpful in resolving questions on category elasticity - itmay be difficult for consumers to tell us how much more salt,

toothpaste, or airtime they will use if the price has reduced.

.a technique that attempts to model sales as a function of advertisingexpenditure, price, and other variables.


94/178


Experimentation/ Simulation

Yet another approach that is possible: to carry out

experiments in a setting that is as close to real life

as possible to get consumers to part with money.


95/178


PSM (Price Sensitivity Meter)

The PSM was developed by a Dutch Economist, Van

Westendorp, in the mid 1970s. It is actually a refinement

of a technique proposed by Stotzel in the early 1950s.

Typically, the respondent is shown a card with a wide

price range (from the absurdly low to the outrageously

expensive.

Some researchers recommend 31 price points, with thecurrent/ proposed price right in the middle, and intervals

at about 5% of the proposed price.

PSM (P i S iti it M t ) Q ti


96/178


PSM (Price Sensitivity Meter): Questions

asked

The four questions asked are :

at which of these prices does the product become cheap (or

is a good bargain)

at which price does it become expensive

at which price does it become so expensive that you will no

longer consider buying

below what price does it become so cheap that you would

be concerned about its quality


97/178


PSM (Price Sensitivity Meter): Graphs

We can cumulate the answers that we get because if

someone finds a product to be too expensive at Rs.15,

she will also find it expensive at Rs.16.


98/178


PSM : Examining the results1

We can examine the graphs in conjunction.

The intersection of cumulative too expensive with cumulative too cheapyields the optimal price point for the consumer. At this point, the

proportion that find the product neither too cheap nor too expensive is

maximized.


99/178



The intersection of cumulative expensive with cumulative cheap/ good

bargain is something like a manufacturers optimum At this price point,we are maximizing the proportion of those who consider the product to be

neither expensive nor a bargain i.e. the goal is to be thought of as not

expensive without giving anything away.


100/178


PSM : Examining the results3 It is customary to treat the range marked out in the diagram as the acceptable

price range. The justification for the lower threshold: below this price, theproportion who consider it to be too cheap begins to exceed the proportion whoconsider it expensive. Similarly, the justification for the upper threshold : beyondthis price point, the proportion who consider it to be too expensive exceeds thosewho consider it to be cheap/ a good bargain.


101/178



You can create a kind of demand curve from the PSM by subtracting

cumulative too cheap plus cumulative too expensive from 100% (i.e. proportion finding price acceptable).

100

80

60

40

20

8 9 10 11 12 13 14 15 16 17 18 19 20

100- (Too exp + Too Cheap)


102/178


Gabor-Granger method/ WTP

a series of prices is read out in a random order, and the

respondent asked whether she would buy at this price.

3. How likely is it that you will buy a 200 ml pack of Orange juice for Rs. 10?







103/178


Gabor-Granger method/ WTP

analysing the result.

100 9894

85

45

20

Rs. 8 Rs. 9 Rs. 10 Rs. 11 Rs. 12 Rs. 13

WTP Tolerance

Zone


104/178


BPTO:

The respondent is shown an array of brands (or models). She is asked

to make a choice. The chosen products price is raised, and then achoice made again.

The choice tasks continue till some criteria is met:

till the respondent says I will not purchase any of these items

till a minimum number of choice tasks is completed (eg. twice the number

of price level in the BPTO problem)


105/178


BPTO:

The brands could be a fixed set of major brands, or based on

the respondents evoked set.

It is essential, however, that a minimum number of brands

should be part of the array even if the respondent has not tried/

does not know about many brands because you could end upwith a low price elasticity simply because there is nothing else to

turn to.

Conventionally the initial array preserves relative price

differences, and begins at price levels below the market price.


106/178

January 10, 2007 (Ver 1.0)

Devbrat Kumar

Session 9

Brand Health

MeasurementTango Charlie


107/178


Brand Tracks: Brand Health Monitoring

... is a periodical survey of brand health and brand image

THE GOAL IS TO HELP THE MARKETER TO:

get feedback on the effect of current marketing activities onbrand image, purchase intentions etc.;

obtain information about consumers reactions tocompetitors' marketing activities;

direct the marketing efforts towards more precise targetgroups;

take effective counter actions to competitors marketing

activities; to keep the price and quality equilibrium;

make further marketing plans based on the informationabove


108/178



COMPREHENSIVE BRAND TRACKING STUDYCOULD INCLUDE

Consumption and purchase habits of the product

category Awareness and trial of the brand under

consideration

Motivators for the trial and Satisfaction with thebrand

Purchase Intent of the brand Advertising awareness and impact of ads

Image of the brand

Brand Health Measurement Model


109/178

January 10, 2007 (Ver 1.0)

Devbrat Kumar

Media

TV / Radio / Print /

Outdoors / PoP

Communication

Ad & Brand

Saliency

Brand Positioning

Intention to Purchase

/ Consideration

Sales

Revenue

Market Share

Dealer Reco

Schemes / Promos

Word of Mouth /

Advocacy

Process

Brand Loyalty /

Equity

Input

Output

B d T k B d H lth M it i


110/178



Brand Salience Brand salience refers to the 'share of mind' your brand has, or how

big/prominent it is in the mind of customers.

The more salient it is the higher the probability that your brand will bethought of at any point in time.

Brand salience differs from brand image in that it is independent of whatconsumers specifically think about your brand. For example, two customersmay associate your brand with totally different attributes but they still canhave the same level of salience.

There are so manybrands available in themarket across productcategories think of abrand. Any brand..Name of which brand

comes to your mind first?

B d T k B d H lth M it i


111/178



Brand Recall: (Unaided and Aided) Brand Recall is the extent to which a brand name

is recalled as a member of a brand, product orservice class

Common market research usage is that purebrand recall requires "unaided recall". For example

a respondent may be asked to recall the names ofany cars he may know, or any whisky brands hemay know.

When you think ofrefrigerators name

of which brand comesto your mind first?


112/178

Tracking TOMA and ITP.OM Brand Awareness


113/178


1.9

30

23

43

24

4

41

19

42

55

40

2134 33

3

41

17

37

1.32

35

17

43

13

47

2

36

14

46 37

15

45

2

olling - 8 Weekly Data Patna

J A S O N D J F M A M J

2% Tata

37% Reliance

15% BSNL

45% Airtel

GRPs3196 6194

Airtel

3859 1099

Reliance

1773 1220

TOMA

ITP

Correlation between Salience and SoV*mq2a

Based on ecnt = Any of (Bhuwaneshwar) and ui = Any of (IntenRolling 8 weekly data


114/178


17

41

18

58

383536

4551

4127

1312

33

5

33

9

24

13

24

19

A'06 S'06 O'06 N'06 D'06 J'07 F'07 M'07 A'07 M'07 J'07

0

20

40

60

80

100

26

49

26

51

4626

47

20

5254

20

54

19

24

50

g y

ABC O100

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

2006Jul Aug Sep Oct Nov Dec

2007Jan Feb Mar Apr May Jun

24% Reliance

50% Airtel

GRPs

0

500

0

7583

A_AG.GRP

GRPs

0

000

0

9390

A_BHU.GRP

GRPs

0

000

0

9111

A_BANG.GRPGRPs

0

000

0

9111

A_BANG.GRP

TOMA

SOVReliances TOMA

has increasedonly when the

brandsufficiently

raised spends

High spends didnot affect

Airtelsmindsharepositively


115/178

. what drives TOMA movements


116/178


1. High share of voice

2. Good creative

3. Support from other media

4. Creating Buzz inthe Market TOMA

..Tracking reasons for intending a


117/178


g g

brand

0

20

40

60

80

100

11

19

0.0

20

2

18

24

3

3526

3

68

1618

77

48

72

16

50

62

18

*mq2g4e

Based on ecnt = Any of (Patna) and ui = Any of (Intender) And

Rolling 8 weekly dataJ J A S O N D J F M A M J

J J A S O N D J F M A M J

50% Price/Scheme/VFM

62% Network Strength

18% Recommendation

GRPs

0

000

0

11458

A_AH.GRP

GRPs

0

000

0

9390

A_BHU.GRP

GRPs

0

000

0

9390

A_BHU.GRP

GRPs

0

000

0

9390

A_BHU.GRP

and some more insights.


118/178


0

20

40

60

80

100

13

0.0

47

7

60

23

65

17

5

64

14

176

56

14

5

61

1222 15

4

45

14

37

3

48

13

35

30.3

4343

12

*mq2f_all

Based on ecnt = Any of (Patna) and ui = Any of (Intender) andRolling 8 weekly data

J J A S O N D J F M A M J

4% ANY TATA0.3% Aircel

43% Reliance

12% BSNL

41% Airtel

GRPs

0

000

0

11458

A_AH.GRP

GRPs8646

ITP

Brand intended for both network and Price/VFM..

Tata IndiImagery

IMAGE PROFILES - mq7x_1_bm


119/178


Airtel Hutch BSNL RelianceTata Indi

com

Market leader 2 0 4 0 -2Becoming popular 1 0 -4 0 2

For someone like me -1 0 3 -1 0Recommended by friends 0 1 1 -2 0

Brand I can trust -1 0 2 -1 0Charges accurately -3 -1 5 -1 0

Cares for the customer 0 0 1 1 -1Responds immd to comp -1 1 1 0 0

Largest network coverage -2 -1 12 0 -4Wide roaming coverage -5 -2 13 2 -3

Easy to get through 2 0 1 2 -2Ads that I like 6 4 -17 -8 12

Is innovative 0 3 -5 0 1Offers the latest tech 0 1 -6 2 2Good range of VAS 4 1 -5 3 -1

New schemes frequently 1 -3 -9 3 5Good value for money -4 -2 5 0 1

Base: Intenders (9056) (8790) (7347) (8947) (9005)

51

61

52

54

51

48

52

52

56

48

59

64

51

53

57

58

49

ImageryAirtel

Market leader 0 -Becoming popular -4

For someone like me -1Recommended by friends 0 -

Brand I can trust -2 -Charges accurately -4 -

Cares for the customer 0Responds immd to comp 0 -

Largest network coverage 1 -4Wide roaming coverage -3 -

Easy to get through 3 -Ads that I like 5

Is innovative 1Offers the latest tech 2

Good range of VAS 5New schemes frequently 0 -

Good value for money -2 -7`) and ui = Any of (`Intender`) (16810) (1

Diff.

Brand Image


120/178


Average endorsementsAirtel RelianceBSNLBrand Image - INTENDERS - PATNA

Airtel BSNL/MTNL Relian

Market leader 3 -1 -3Becoming popular 3 -3 0

For someone like me -5 0 4Recommended by friends 0 -1 1

Brand I can trust -5 3 1Charges accurately -4 3 1

Cares for the customer -2 -1 4Responds immd to comp 0 -1 2

Largest network coverage 0 3 -3Wide roaming coverage -5 9 -6

Easy to get through -2 2 -1Ads that I like 9 -2 -8

Is innovative 1 -2 2Offers the latest tech 2 -3 1

Good range of VAS 6 -4 0New schemes frequently 0 -1 1

Good value for money -3 -1 4


121/178

January 10, 2007 (Ver 1.0)

Devbrat Kumar

Session 10

Customer Satisfaction

MeasurementTango Charlie

Facts about Customer Satisfaction


122/178



Complaints Do Not Track Customer Satisfaction

Very Well

Unrepresentative Set of Customers

Unrepresentative Set of Problems Most Dissatisfied Customers Dont Complain, They

Walk

We Track Customer Satisfaction Through Our Complaint System

Myth

Fact



123/178



Loyalty/ Commitment is a stronger predictor ofprofitability rather than satisfaction

Customer Satisfaction Influences Business Performance

Myth

Fact

Why should one worry about customer


124/178


retention?

Customer lifetime value.

Every interaction you have with a customer shouldbe done on the basis that their value to you is thetotal of all the purchases they will ever make, notthat one sale.

For example your most valuable customers areprobably not those who make the biggest purchases,theyre the ones who come back again and again.

This way of thinking also allows you to considermarketing approaches that dont require you to makeback the cost of acquiring a customer in a singlesale.


125/178

The Loyalty Measures


126/178


The Loyalty Measures..

BUSINESSSUCCESS

LOYALTYCContinueontinue

CCommitmenommitmentt

RRecommenecommendd

IIncreasencrease

EmotionalLoyalty

BehavioralLoyalty

What do I

feel about

you?

..What am

I going to

do about

it?

Perception and Attitudes


127/178


Perception and Attitudes..

PERCEPTIONS &

ATTITUDESPerceived Price

RelatedImages

Perceived

value

perceived

Quality

BUSINESSSUCCESS

LOYALTY

CContinueontinue

CCommitmenommitmentt

RRecommendecommend IIncreasencrease

Every interaction is important


128/178


Every interaction is important..

The mos t competit iv e companie s are th os e tha t rec ogniz e that ev eryinter act ion a cus to mer ha s with the ir pr odu cts and serv ic es is areflec t ion o n t heir q uality

Transactions and Experiences lay the foundation of


129/178


this relationship..BUSINESSSUCCESS

LOYALTYCContinueontinue

CCommitmeommitmentnt

RRecommenecommendd

IIncreasencrease

PERCEPTIONS &

ATTITUDESPerceived Price

RelatedImages

Perceived

valueperceiv

edQuality

Customer Experiences

Pre Sales Products DeliveryAfter Sales

ServiceBilling andAccounts

Interactionwith People

Loyalty Segmentation:


130/178


Loyalty Segmentation:

Theoretical model framework is credited to

Dick and Basu, Journal of the Academy of

Marketing Science, 1994

Matrix classifications are based on a

proprietary statistical algorithm developed

by Walker Information

High R isk T rapped

Ac ces sible Trul y Loyal610

25 14

Behavior

Atti

tude

HighLow

High

I do not feel any

emotional attachment.

And I also do not see

myself continuing with

this relationship..

I do not feel any emotional

attachment. I dont feel

like it but I have to continuewith this relationship

I feel good about this

relationship and I have

every intention to

continue

I feel good about this

relationship but I cannot

guarantee a sustained

relationship there are

others also offering good

deals after all

SERVQUAL MODEL


131/178


SERVQUAL MODEL

SERVQUAL:


132/178


SERVQUAL:

When there is a problem, does organization

respond to it quickly? Are staff willing to answer client questions? Are specific times for service accomplishments

given to client? Are public situations treated with care and

seriousness?

Responsiveness:

Willingness to help customers to provide promptservice

If a response is promised in a certain time, does

it happen?

Are exact specifications of client followed? Are statements or reports free of error? Is service performed right the first time? Is level of service same at all times of day and for

all members of staff?

Reliability:

Ability to perform promised service dependablyand accurately

Are facilities attractive? Are staff dressed appropriately? Are written materials easy to understand? Does technology look modern?

Tangibles:Appearance of physical facilities, equipment,

personnel, printed and visual materials

Samples of questions to askQuality Dimension


133/178

SERVQUAL:


134/178


SERVQUAL:

When client contacts service point, will staff

person listen to their problem and demonstrate

understanding and concern? Can staff explain clearly the various options

available to a particular query? Do staff avoid using technical jargon when

speaking with clients? Does staff member call if a scheduled

appointment will be missed?

Communication:Listening to customers and acknowledging their

comments; Keeping customers informed in a

language they can understand.

How easy is it to talk to knowledgeable staff

member when client has a problem? Is it easy to reach the appropriate staff person

in person? by telephone? by email?

Are service access points conveniently located?

Access:Approachability and ease of contact.

Is it safe to enter the premises and to use theequipment?

Are documents and other information provided

for the client held securely? Are use records of clients safe from unauthorized

use? Can client be confident that service provided was

done correctly?

Security:Freedom from danger, risk, or doubt


SERVQUAL:


135/178


SERVQUAL:

Does someone on staff recognize each regular

client and address them by name? Do staff try to determine what client's specific

objectives are? Is level of service and cost of service consistent

with what client requires and can afford? Are service providers flexible enough to

accommodate to client's schedule?

Understanding the Customer:Making the effort to know customers and their

needs.


Kanos Model:


136/178


Kano s Model:


137/178

January 10, 2007 (Ver 1.0)

Devbrat Kumar

Session 11

Media Research

Tango Charlie

Here is the ad. Please

place it strategically in

electronic and print.

The ads should reach

$$Budget


138/178


Product Manager

Media Planner

Ad Man TV ChannelsPrint Agencies

Brief

I want an adfor my

product that

brings forth

its true

value..

It should

make my

product sell..

I need to prepare a story

board that relates perfectly

to the Target group

I need to ensure that the ad

that I make is effective

Where should I place the

ad? Which Channel? Which

program? Which time slot?

Which magazine? Which

News papers? What

locations?

What is the reach of our

channel/ publication? Which

program is viewed most? Who

reads what? What are the

viewing/ reading habits of working

men/ women, kids, housewives

etc,.?

maximum potential buyers

and should improve the

recall of my product..

Brief $$

Media Researcher

Creative

Media Researchers Kitty:


139/178


y

Media Researcher

Ad Man

Creative Research: Ideation for creative

Story board testing

Ad pre test: Pre launch

Ad effectiveness measurement: Post launch

Ad track

Media Researchers Kitty:


140/178


y

Media Researcher

Syndicated Readership surveys (IRS, NRS)

Syndicated Viewership surveys (TAM)

Media habit surveys (Customised) for TG

Media Planner

TV ChannelsPrint Agencies

Television Audience Measurement


141/178


Television audiences are measured in two main ways:

using diaries,

and using meters.

With television (unlike radio), the survey unit has usually been

the household, not the person. That's because most households have had only one TV set, andpeople have usually watched together.

The mainstay of TV diary or meter results is still the "rating" -the percentage of all households that viewed a particularprogram

Measuring TV audiences with diaries:


142/178


A diary survey is done by choosing a random sample ofhouseholds, and sending interviewers to visit those households.

When a household agrees to co-operate in the survey, theinterviewer usually leaves one diary for each TV set in thehousehold

A diary normally runs for one week or two weeks.

Often there are several "practice days" at the beginning that arenot used to generate statistics



143/178


The idea is that the diary is placed on top of the TV set,

stays there for a week, and whoever watches a program

on that set fills in the diary to show what channels they

watched, at what times



144/178


Each double-page opening of the diary usually has a large

table.

The rows show all the quarter-hours of the day, while

there is one column for each TV channel in the survey

area.

People indicate their viewing by ticking the box for the

channel they watched, during each quarter hour.

Such a diary doesn't show which people in the household

were watching: the tick only means that somebody was

watching.


145/178



146/178


Though this soundssimple enough.

The results are oftenmessy and people

don't try very hard toco-operate

Measuring TV audiences with meters:


147/178


Unlike a diary survey, where the respondents are

different each week (or each two weeks, for a 2-week

diary) meter surveys use panels of people for months at a

time - anything from 6 months to 2 years.

That's because of the expense of installing meters. When

a household agrees to co-operate (usually for some

reward, such as guaranteed maintenance for their TV

set), a technician comes to the home and wires a meter

to each TV set.

Measuring TV audiences with meters:


148/178


In countries where most homes have a connected

telephone, the meter is also connected to the phone line.

The meter automatically records the channel the TV set

is tuned to, minute by minute.

In the early hours of the morning, the research company's

computer automatically dials the meter, which sends

that household's viewing data for the previous night

Peoplemeter:


149/178


Typically, the peoplemeter sits on top of the TV set.

A common type of peoplemeter has 8 lights on its front,

numbered 1 to 8. The meter has its own remote control,

with 8 buttons, one for each person in the household, andthe others for their occasional guests.

So when button 1 is pressed, that tells the meter that

(say) a man aged between 35 and 44 is watching. Guests

are prompted to enter their gender and age group.

Peoplemeter:


150/178


When the TV set is switched on, all the lights start flashing.

It may also flash up the message "Who is present?"

As this is annoying for the viewers, they are likely to press theirpersonal buttons to stop the flashing.

When the TV set is on, and nobody has pressed a button for about 45

minutes, all the lights start flashing again.

If nobody then presses a personal button, the meter assumes they'reall out of the room, and doesn't record any viewing.

But if at least one person presses a button, the meter keepsrecording that viewing

Measuring TV audiences with meters: Indian scenario


151/178


A joint venture company between AC Nielsen & Kantar MediaResearch/ IMRB, TAM Media Research is the TV Viewership analysisfirm of India

The viewership cell runs what is one of the largest Peoplemeter TVPanels in the World with more than 20,000 sample individualsrepresenting all the Class-I towns (towns with population more than100,000) polled every week for their Viewership habits!

This division measures television Viewership of audiences for the250-plus TV stations operating in India

10000+ peoplemeters

TAM does not claim to measure TV viewing All India Covers Metros+ 17 Small towns with population of 1 to 10 lacs The marketscovered account for 29 million TV Homes

Television Audience Measurement: How it

works?


152/178


works?


153/178


154/178

Second Step: The Panel


155/178


The entire sample is split equally among the 4 SECs. (A,B,C and D)

Thus a sample of 100 would be split as 25 each in four cells representing the

four SECs.

These four cells are then again split by access to C&S thus giving eight cells.

This is further split by the four age groups and two sex groups.

TAM represents markets as either Metro or Rest of State. For e.g. Mumbai and

Rest of Maharashtra the latter data coming from five towns; three of these

towns are those with a population of 5 lakh+ and two with a population of

1lakh+.

Second Step: The Panel


156/178


Panel Control:

The Panel is regularly checked for compliance.

Essentially the panel has to represent the universe and hence TAM has

panel control parameters to ensure that the panel is truly

representative.

For instance, one of the panel control parameters is whether there is

more than one TV set in a home and hence in Delhi where ~11% of

homes have more than one TV set, a proportionate no. of Panel Homes

are selected with this profile

Third Step: The Peoplemeter and training


157/178


The homes selected by the above process are revisited and invited to join

the panel.

Peoplemeters are installed on every TV set in the panel home. Each meter

is capable of accurately monitoring, every second, 24 hours per day, 365

days per year, what is being viewed on each TV set, by whom, and of

storing this data.

One meter in each home is then enabled to transmit all the stored data to

the Production Centre, by means of the family's telephone line, or a

dedicated cellular (analogue and GSM) telephone line.

After agreements such as the confidentiality agreement have been signed

between the panel home and TAM, intensive training and counselling is

given to the panel homes and data is used post stabilization.

Fourth Step: The Polling


158/178


Polling is the process of transmitting the data from thepeoplemeters to the central production center.

In most cases between 02h00 and 06h00 daily, via thefixed telephone line from the home or utilising a GSMmodem installed in the meters Transmission Unit.

Every night, the data stored in the memory of the onlinepeoplemeter is retrieved ("Polled"), via telephone lines,cellular telephone networks or dedicated radiofrequencies, using TAMs production software.

Fifth Step: The Production Software


159/178


Fifth Step: The Production Software

TAM data retrieval and production system,

Extensive and flexible reporting at all phases of

data production.

Si th St TV E t


160/178


Sixth Step: TV Events

TAM data is not comprised only of individual televisionviewing data, but also of a database of TV Events.

While the TAM data produced from the informationcollected by the peoplemeter, provides individual-by-individual, minute-by-minute audience data, it does notassociate this viewing with particular programmes.

S th St A l i S ft


161/178


Seventh Step: Analysis Software

Comprehensive analysis software multiplies the value of the

TAM data.

At the front end of the TAM system, the analysis software

allows clients to use and analyse the TAM database.

The enormous amount of detailed data and its richnessexclude the possibility of using printed reports, except in the

case of very simple analyses.

Print Media surveys:


162/178


ABC: AUDIT BUREAU OF CIRCULATION

NRS: NATIONAL READERSHIP SURVEY

IRS: INDIAN READERSHIP SURVEY

AUDIT BUREAU OF CIRCULATION (ABC) :


163/178


ABC is one of several organizations of the same name operating in

different parts of the world.

The ABC is a non-profit, self-disciplining, voluntary organization

consisting of Publishers, Advertisers and Advertising Agencies.

It has done pioneering work in developing systems to verify the

circulation data published by those newspapers and periodicals, which

have earned the right to display its emblem.


164/178



165/178


A firm of Chartered Accountants approved by the

Bureau checks the circulation figures so arrived at.

The Bureau issues ABC certificates every six months

to those publishers whose circulation figures confirm

to the rules and regulations set out by the Bureau and

duly certified by a Chartered Accountant who is from

the approved panel of the Bureau.



166/178


ABC's membership today includes 380 publishers of national and regional

importance, 189 advertising agencies, 74 Advertisers & 19 New Agencies

and Associations connected with print media and advertising.

It covers more than 50 major towns in India.



167/178


Facts and figures, which are checked and certified by an independent

body, are very important in advertising business. It increases confidence

and sets high standards.

An advertiser would like to know the facts and figures before investing

his money in advertising. And before investing the money, the advertiserought to know how many people buy which publication in which area.



168/178


The ABC gives all these vital facts every six months. The ABC figures are

not the outcome of opinions, claims or guesswork, but they are the result

of rigid, in-depth and impartial audits of paid circulations of member

publications by independent and leading firms of Chartered Accountants

working in accordance with the rules/procedures set by the Bureau.

An advertising agency would want to make valid and rational

recommendations for the proper distribution of his clients' advertising

budget.

A publisher gets a Certificate of Circulation, which is a proof to the

advertiser of the coverage he is offering.

NATIONAL READERSHIP SURVEY (NRS)/ INDIAN READERSHIP

SURVEY (IRS)


169/178


There are the two main sources of obtaining data to determine readership

of any publication:

1. National Readership Survey - NRS

2. Indian Readership Survey - IRS


SURVEY (IRS)


170/178


National Readership Survey is a survey on all media, but especially the

print medium, conducted by the National Readership Studies Council

(NRSC) - supported by Audit Bureau of Circulation (ABC), Advertising

Agencies association of India (AAAI) & Indian Newspapers Society.

Research agencies involved are: IMRB, TNS, AC Nielsen

Indian Readership Survey is conducted by the Media Research Users

Council (MRUC) in association with Hansa Research


SURVEY (IRS)


171/178


Both NRS & IRS

Gives media consumption habits, product ownership &

consumption, lifestyle indicators information on macro

demographic & geographic parameters.

Population coverage: 12 years & above

Sample size: over 200, 000

Geographic coverage: All India (Urban+Rural)

Sample Frame: Electoral rolls based on 2001 Census

definition of Urban Agglomeration

RADIO AUDIENCE MEASUREMENT


172/178


Popularity of Radio as a medium is on the upswing and soon it will create

a considerable impact.

Advertisers now see FM to be a very vital medium for communicating

with their target audience, resulting in a growth in FM listenership.

Due to privatisation, radio ad spend is expected to grow over the next 5

years.

It is also predicted that Radio would have a growth pattern similar to one

observed during the Television boom.



173/178


There is a need to have a reliable audience research, which would

provide continuous measurement of radio audiences so that growth of

this reviving medium can be tracked. A dependable study with high

quality standards will lend credibility for the medium.

MRUC has made an entry into Radio Audience Measurement Study with

ACNielsen partnering the research.

Indian Listenership Track is the first syndicated study of its kind in India

that will enable users to plan for this fast reviving medium.



174/178


For nearly 40 years the most dominant research techniques used to

assess media viewing and listening habits has relied on audience

members to manually maintain records via journal entry.

However, these personal diaries are fraught with problems, most of it tied

to faults in human nature, such as failing to keep accurate records.

These problems have led broadcast networks and advertisers to

frequently question the effectiveness of manual reporting.

In particular, audience measurement for radio has been remarkably

ineffective especially when compared to television.


175/178



176/178


The PPM, which is about the size of a pager, is designed to

detect specially encoded (though inaudible to listeners)messages emitted by radio stations who have signed on for the

service.

When the PPM comes into contact with the audio output of a

radio station sending the message it records the encoded

information. Contained within the message is data thatidentifies the station and a time stamp indicating when the PPM

came into contact with the message.

At the end of each day participants in the survey place their

PPM in a cradle that not only recharges the units battery but

also submits results over telephone lines or Internet hookup toArbitrons database.



177/178


MobilTrak of Herndon, Virginia, is marketing a research

technology that attempts to eavesdrop on cars to find out whatmotorists are listening to.

The science behind MobilTraks Radio Monitoring System, is

based on the concept that radios, like most electronic devices,

emit electronic signals when in use.

Radios are further unique in that the signal produced is unique

for each station.

MobilTraks so-called sniffer method employs receiving

stations installed at intersections in high traffic areas orspecific locations, such as shopping malls. These receivers

randomly scan the intersection as cars pass by and forward the

information over wireless telecommunication networks.


178/178

Thank You!

Tango Charlie