We started with the Consumer Journal where in five students presented their views on the items bought by them the preceding week
1. Ariel
2. Cosco Cricket ball
3. Barista coffee
4. Domino's Pizza
5. Clothes
The students need to think in terms of positioning, 4Ps, marketing mix, and various other models of consumer behavior when they are to put a rationale behind their purchase.
Def. of Marketing - (CCD) that is creating, communicating and delivering value to the customer.
Models of CB
3 A Model - Awareness, Availibility and Attention
AIDA Model - Attention, Interest, Desire and Action
Types of Reasearch
1. Syndicate research - could be 90-95 % accurate in case of urban population but not more than 70-80 % in case of rural population.
2. Custom Marketing Research (CRM) - used majorly for commercial research as the sample size is smaller and easy to carry forward.
Classification of Population
1. SEC - socio economic classification
2. Metro, TIER II, TIER III cities -
Metro - more than 50 lakh
TIER II - 20-50 lakh
TIER III - 10 -20 lakh
Television Audience Management (TAM), an agency which is a joint venture between Nielsen and IMRB calculates the TRP. Now-a-days a new agency named AMAD is also there from the past 3-4 years who does the same work.
Marketing Research Process – ICAD
Identification, collection, analysis, dissemination
Commercial Research includes the following steps –
1. 1. Preparing a brief (Client)
- Problem
- Target group
- Reference study
- Location of study
- Deliverables
2. 2. Research proposal (Agency) – under the aegis of Marketing Research Society of India(MRSI) and has to follow the protocols specified by the MRSI.
3. 3. Commissioning
4. 4. Deadlines
5. 5. Submitting the questionnaire
6. 6. Collection –
Collection Methodology
Central location test (CLT) – where respondents are asked to come to specific common location and are interviewed for research. Widely used because can be easily monitored for the validation of research data collection.
Non central location test
7. 7. Analysis
8. Dissemination
There was also a discussion on TRP... Plz add that as well
ReplyDeleteTRP is "Television Rating Point", a tool to measure which programmes are viewed most by the public. The agency which runs TRP data is TAM (Television Audience Measurement). LV Krishnan is the CEO of TAM Media Research. Out of total of 200-250 million households, TRP is calculated on a sample of 6500 households. TRP uses syndicate research. Till long time, TAM was the only player in this field, but later AMAP became new player with coverage of north east part as well.
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