Problem

■ Developing product attributes, design and formulation. Data requirement

■ Consumer response to product attributes.

■ Data on product quality and attributes in use.

■ Product performance tests.

■ Comparative product performance. Data sources

■ Specialist research services for product testing (see Section 4.5).

■ Made-to-measure research surveys for product testing.

■ Test centres, hall tests or mobile vans, using monadic tests, paired comparisons or blind testing (see Notes for Guide 2, Section 16.8).

■ In-home placement tests (see Notes for Guide 2, Section 16.8).

■ Test panels (see Notes for Guide 2, Section 16.8). Problem

■ Testing marketing plan.

■ Testing different marketing strategies.

■ Predicting market sales. Data requirement

■ Consumer reactions to elements of marketing mix: product, price, promotion.

■ Rate of purchase of product (penetration level).

■ Pattern of purchase of product.

■ Pattern of retail sales.

■ Consumer reactions to different marketing strategies. Data sources

Research experiments using:

■ Specialist research services for market testing (see Sections 4.5 and 12.4.8).

■ Mobile shop/van purchasing panels (see Notes for Guide 2, Section 16.8, and Section 12.4.8).

■ Matched area/town tests (see Notes for Guide 2, Section 16.8).

■ Retail outlet test stores (see Section 4.5).

■ Made-to-measure research surveys with users/buyers (see Chapter 5).

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