Advertising tracking studies

Measurements of awareness, penetration or liking are taken regularly using a quantitative survey to track changes over time. A special syndicated service may be used (see Chapter 4). Alternatively, the same questions may be regularly added to an omnibus survey. If sufficiently important, an organization may decide to commission a regular made-to-measure survey to track advertising performance. This would normally be combined with research into other aspects of the product.

Team LiB

Research applications in marketing decision making are considered by identifying marketing problems and suggesting data requirements and sources used in providing research data to help to solve them. Five areas are covered: market analysis, developing new products and services, selecting brand names and pack designs, pricing decisions and advertising decisions. The research approaches suggested are referenced back to explanations given earlier in the book, or to the notes that accompany each guide, and appear at the end of the chapter.

Team LiB

Online Survey Champion

Online Survey Champion

There are people all over the world trying to find ways to make money online. From stay at home moms looking to make a few extra dollars to college students and entrepreneurs, the allure of making your own hours and working from home or from the local coffee shop is very appealing.

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