Today's session started with the results of the Dewdrops case which in turn led us to some very important criterion while judging the efficacy of a brand. Some of them are as follows:
1. Relative market share which is defined as Trial rate X Repeat purchase rate
2. Importance of brief
3. Importance of pricing
4. Importance of facts
5. Importance of correct selection of a proposal
Following were the key points for evaluation of a research proposal:
1. Understanding of the brief
2. Non biased opinion about the proposal
3. Understanding the research design
4. Understanding the consumer behavior
5. Judgment of prevailing current rates of similar sort of study and budgeted rates of study
6. Tools and techniques to be used are also important if you know which toll will help you in Data Interpretation and analysis
The following steps were discussed in how to conduct and monitor fieldwork:
1. FBN - Field Brief Note
It contains dos and donts of fieldwork.
It is given by client to agency which gives it to fieldwork staff.
2. Concall
It is done by agency.
It can be a personal meeting, email or a concall.
It should keep in loop the fieldwork staff, the client and the agency people.
3. Briefing
It is for 2 groups : Recruiters and Surveyors
It mainly relates to data collection instrument like questionnaires.
Clarity about objectives and questions to be asked is necessary.
Sir also discussed about Black box in context with marketing research. A black box records the following consumer attributes:
1. Attitude
2. Learning
3. Perception
4. Motivation
5. Personality
Since we would be starting Qualitative research so we have been asked to get our laptops with SPSS installed from the next class i.e. from 3rd Aug.
Shilpi
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