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• The term "syndicated research" / "syndicated research"

• 1. Syndicate (from Gr. syndikos - acting together) - an association of enterprises, companies or large entrepreneurs to achieve a common goal beneficial to all participants.

• 2. Syndicate - combine into a syndicate.

• Syndicated services (amer. - sindicated services) - information services offered by marketing research organizations that provide information from a common database to various companies, subscribers of services [Marketing Research, Malhotra]

• syndicated (syndicated) studies- these are studies initiated by the research company itself, and the results of which, in whole or in part, in the form of a report or database, are provided to various companies one-time or on a subscription basis.

• Syndicative study of consumer and media preferences;

• Regular wave research, which has been carried out in Belarus since 2006 seasonally (4 waves), in 2008 - 2 waves (spring and autumn);

• A research project that has no analogues in Belarus. Belarusian version of the Russian TGI study (Comcon).

At the request of the customer

• At the request of the customer

• Questions can be added to the questionnaire:

• about the frequency/volume of use (consumption) of the product

• about the places of purchase / consumption of the product

• about typical / specific / taste preferences of consumers

• about the factors influencing the decision to purchase a product

Food and drink:

• Food and drink:

• Yogurt

• drinking yogurt

• Chips

• Crackers packaged

• Chocolate bars

• Chocolate bars

• Juices and nectars

• Chewing gum

• Cosmetics and hygiene products:

• Children's cosmetics

• Diapers

• The psychographic portrait of the target group provides information about

• core values ​​and life position,

• preferred rest and leisure,

• attitude towards fashion

• healthy lifestyle and much more.

• The combination of the socio-demographic block, media, psychographic (lifestyle) with the consumer allows you to study the target audience of a particular product (brand) and its media preferences.

Key values:

• Key values:

• Family:

• family is more important than career (60%)

• spend a lot of time with their family (48.4%)

• often share news with close relatives (57.4%)

Key values:

• Key values:

• Career:

• work and career growth are very important (40%)

• I enjoy my work (45.4%)

Key values:

• Key values:

• 4) Friendship:

• do not meet friends every day (41.1%)

• have many close friends (37.3%)

• turn to friends for help (43.4%)

• Recreation and entertainment:

• usually do not visit clubs and discos (42%)

• rarely go to noisy companies (44.2%)

• do not spend much time watching TV (58%)

• Weekends are spent outside the city, in nature (30%)

Fashion:

• Fashion:

• do not follow the events in the fashion world (41.3%)

• buy only modern fashion items (31.4%)

• do not often visit expensive and prestigious stores (47.4%)

• take care of their appearance to impress others (58.4%)

• Life position – optimism:

• always sure that there is a way out of any difficult situation (69.4%)

• believe that now is the time of great opportunities (54.6%)

• The data of the study "MediaMix" allow:

• Conduct monitoring changes in consumer behavior in various markets for goods and services for children in general;

• track changes in your market (knowledge, consumption, preference) and determine the place of your brand and brands of competitors in the market;

• Define target group a specific product (service), both in terms of socio-demographic and psychographic characteristics (lifestyle);

• Study media preferences (television, radio, press, Internet) of a specific target group, which allows you to optimize an advertising campaign or evaluate its effectiveness.

• Studying mothers' preferences regarding baby food, diapers, baby care products, feeding aids and other goods and services for children;

• Analysis of the main factors of choice and consumer expectations from this type of goods;

• Identification of the main places of purchase

• children's goods;

BabyIndex: a study of goods and services for children under 4 years old

• Identification of the main sources

• information about goods and services for children;

• Studying the media preferences of the target

• groups (TV, radio, press, Internet);

• The study of lifestyle and value orientations of young mothers.

Brief conclusions or What are syndication studies useful for?

• Allow to receive the necessary information about the market of goods and services for children, saving the marketing budget;

• Provide an opportunity to quickly obtain the necessary information in a short time;

• Allow to build a detailed portrait of the target group, taking into account all the necessary socio-demographic and psychographic characteristics;

• They make it possible to effectively plan advertising campaigns and evaluate their effectiveness.

TO syndicated information sources include companies that collect and sell data from a common pool of information designed to meet an information need a certain amount clients. At the same time, so that the information can be suitable for a number of users, the data is supplied in some standardized form. Thus, this data is not always perfectly matched to the needs of the user, and this is the biggest disadvantage of this method of obtaining information compared to collecting raw data. However, they are significantly cheaper than collecting primary information, since buyers marketing information share the costs incurred by the data provider.

Syndicated sources can be classified according to the unit of measurement (consumers or organizations). Data provided by families and consumers may be obtained through surveys, diary panels or electronic scanning services. In the case of organizations, data can be obtained from retail and wholesale companies, as well as from firms in a particular industry. It is recommended to combine information obtained from various secondary sources.

Let's look at some of the main types and sources of standardized marketing information service data.

Compilation of characteristics of buyers

Market segmentation is a common task for firms looking for ways to improve their marketing strategies. Effective segmentation requires a firm to group its customers into relatively homogeneous groups. This makes it possible to tailor the marketing program to the characteristics of individual groups, thereby making it more effective. The general segmentation base for firms trading in industrial goods is the type of production of their buyers (according to OKVED). Next, the sales territories of customers are determined, the sales potential in these territories, to determine which of potential clients correspond to certain characteristics. They also allow the management of advertising campaigns to target potential customers based on size and location characteristics; analyze and select means of communication in order to refer to them; determine sales incentives for customers of different sizes, locations; identify new markets. Finally, they allow you to assess the market potential of territories, determine the degree of market penetration in terms of the number of existing and potential customers, and compare sales results by district or territory, or by industry.

Measurement of sales volume and market share

In an increasingly competitive environment, firms need to have an accurate assessment of how they are doing. Sales volume and market share serve as an indicator of success. Historically, there have been several ways to measure sales to end consumers: the diary method and measuring sales at the store level (audit and scan).

Customer loyalty

The purpose of this type of research is to analyze the degree of customer loyalty to a brand or store; determination of a set of features on which brands compete; install consumer preferences according to the size/taste/shape of the product. And also the price and special offers when buying competitors' products can be studied.

Reasons for brand change

This determines the source of growth or decline in brand sales. By analyzing changes from period to period at the level of individual families, one can see whether changes in volume were associated with the transition to other trademarks, increase / decrease in sales of the entire product category and / or exit / exit from the market.

Trial and repeat purchases

The number of trial purchases measures consumer interest in a new product, reflecting the percentage of households that purchase the product. The number of trial purchases also characterizes the ability marketing plan convert interest into a purchase. Repeat purchases measure satisfaction with a product: A comparison of the number of trial and repeat purchases indicates the ability of the product to meet expectations.

Most suppliers of industrial goods actively use trade publications to place their advertisements. To sell ad space most effectively, various trade publications typically fund readership research, which is made available to potential advertisers. Consumer goods suppliers also have access to readership research funded (by the print media themselves). In addition, a number of services have emerged that conduct research on consumer exposure to media advertising.

Television and radio. The data needed to calculate ratings is collected in a variety of ways. The viewer counter allows you to determine not only the channels to which the TV switched, but also which family members watched TV. Data from consumer panels and telephone interviews are also used. Advertisers buying radio airtime are also interested in the size and demographic composition the audience that their ad will reach. Statistics on radio listeners are collected using diaries filled in by a list of households. Radio ratings are usually disaggregated by age and gender, with the emphasis on the behavior of the individual rather than the household as a whole, as is the case for television ratings.

Printed publications. There are services that investigate the readership of print publications and exposure to advertising published in them. A "recognition method" is used to evaluate the effectiveness of a particular advertisement. The person viewing the magazine is asked a question about each advertisement. Four levels of reading were identified:

1. "Seen" - the person remembered that he saw any part of the advertisement in this publication.
2. "Associated" - the person not only noticed the advertisement, but also saw or read the name of the advertiser.
3. "Read to some extent" - a person has read any part of the text of the advertising message.
4. "Mostly Read" - A person who has read 50% or more of the written material in the advertisement.

During the interview, data is also collected on the reader's perception of various components of the advertisement, such as: heading, subheading, illustration, text blocks, etc.

The summary report contains a list of ads that have been researched in this publication. Advertisements are compiled into categories of reader perception: "noticed", "associated", "read in full", allowing you to compare the readership of each ad with the audiences of other ad units in the same issue. The Advertising Norm Charts provide an opportunity to compare the reader's perception of each advertisement in an issue with the norm for advertisements of that size and color for a given product category in a given publication.

Such readership research allows you to compare your advertisements with those of competitors, your current advertisements with your previous ones, with previous competitors' ads, and with ad rate tables. This process can be effective in evaluating changes to themes, text, layout, use of colors, and so on.

Internet. Advertisers require information about consumer behavior on the Internet. It is relatively easy to calculate the number of site visits or banner impressions, as well as online sales revenue. But like other media, it's harder to define demographic characteristics those who visit the site, and this is important when choosing a site for advertising.

Study of motivations on the example of low-fat powdered milk

Product selection- Why do they buy it?

Perfect Product- What should ideally be milk?

Product reaction- Does the product meet, exceed or deceive expectations?

Compound- Does not (in the opinion of consumers) the reduction of fat lead to the loss of the desired qualities of milk? “What if something else was removed from it?”

Quality- How do consumers evaluate powdered milk in terms of taste, aroma, solubility, consistency, etc.?

Usage- How well do consumers know about options application of this product?

Brand selection- What guides consumers when choosing a particular brand of product?

brand image- What makes our brand different from other brands and what are their useful features should be taken into account in the production of our brand? How is another brand associated with our brand? Consumer reaction to our brand itself?

TV advertising- What is the reaction to TV advertising of our brand and competing brands when viewed in a group? How did you feel while watching? What do you think of it? What exactly did you like and what didn't you like? What should be excluded from advertising? What do you think of this scene? Did the video make you want to try the product? Did he show you what you wanted to see?

Package- What is the reaction to the packaging when viewed in a group?

Media Attitude Data Collection Methods

The readership of magazines is studied using the “recent reading” method: the respondent is asked to sort the cards with magazine logos laid out in front of him into groups: 1) I am sure that I have read, 2) I am not sure that I have read, 3) I am sure that I have not read this magazine for the last 6 months.

Newspaper readers are surveyed using the “read yesterday” method, in which respondents are asked which of the daily newspapers on the list of newspapers in a given region they have read or viewed in the last 7 days. For Saturday and Sunday newspapers, a four-week time frame applies. Radio listening habits are examined using the “yesterday listening” method, in which the respondent is shown a list of five periods during the day and asked how much time he listened to the radio during each time period on the previous day. Viewership data is collected in a similar way.

At the end of the interview, the interviewer leaves the questionnaire booklet with the respondents. This booklet, which reflects the use by individuals and households of approximately 500 categories of goods and services and about 6,000 brands, is collected by the interviewer personally after some time.

Discussion of the different types of research offered by marketing agencies. Analysis of the types of marketing agencies: specialized, generalist, etc.

AND USE OF THE INFORMATION OBTAINED

During the all-American "cola war" the company Coca Cola announced an aggressive policy to increase its share of the US soft drink market to 50% by the end of 2000. How Coca Cola Evaluates your progress and determines the achievement of your goal?

One of the largest advertisers Procter & Gamble, constantly looking for new ways to maximize the return on advertising spend. Collaborating with advertising agencies Procter & Gamble seeks to select television programs that appeal to the mainstream target audience for the company's products. How Procter & Gamble determines which TV shows are watched by the populations the company is targeting?

rubbermaid, inc. - one of the most respected companies in the US. The success of the company is due to the increased attention it pays to the creation of new products, as well as the fulfillment of its obligations to society. Management rubbermaid does not expect everyone New Product the company will be successful, but if you do not strive for this, then the company is doomed to failure, especially in a highly competitive environment. In order to increase the number of new products that win the market, rubbermaid keeps a close eye on new social trends. What sources does he use rubbermaid, to identify trends of enduring significance?

Coca-Cola, Procter & Gamble And rubbermaid use the results of syndicated research to help them answer these and other critical marketing questions. Syndicated data is "common data" collected and offered for sale by research companies. Like news agencies such as Associated Press collecting news for distribution to multiple publications, syndicated research companies sell their data to client companies. Competitive companies such as Coca Cola And PepsiCo- in the non-alcoholic beverage market Procter & Gamble And Kimberly Clark- in the production of baby diapers, rubbermaid And Tupperware- in the plastics industry can purchase the same syndicated data and use it to answer questions different questions. Syndicated research firms provide services to their clients to help transform the data they collect into information tailored to their clients' individual needs.

There are many types of syndicated data, but most syndicated data providers specialize in evaluating sales volume, media advertising effectiveness, and identifying various public opinion and social trends.

Sales measurement

When determining its share of sales in the US soft drink market, a company Coca Cola relies heavily on syndicated data as well as its own figures for the number of products sold. Coca Cola and other packaged goods companies typically purchase syndicated sales data from A. C. Nielsen Corporation, Information Resources, Inc. (IRI) or both of these providers at the same time. How Nielsen, so IRI are among the top five firms - world leaders in marketing research.

Nielsen And IRI Collect weekly sales volume information for all barcoded products sold in grocers, pharmacies and online retail. Retail outlets capture sales information at the checkout, when the salesperson uses an electronic scanner to read the information from the barcode of each product sold. Each barcode is unique, it carries information about the brand, product features and packaging volume. Although the barcode of a certain product is always the same, regardless of the place and time of sale, the price of the goods in different stores and on different days may be different. The store's computer matches the barcode with the price of the item at the time of purchase.

Retailers provide weekly Nielsen And IRI cash registers with scanned data that carry information about all goods sold with their prices. Nielsen And IRI combine information received from point of sale terminals with information about promotional activities collected by company representatives in the field.

Companies (packaged products) are the largest consumers of syndicated sales data, but syndicated information providers track sales of many other products, from prescription drugs to books, audio and video recordings, computer parts and software, copiers, printers, fax machines and other high-tech equipment. Syndicated sales data is not limited to physical product information. Similar information can also be obtained about services, such as an estimate of the income from the clientele of the restaurant and the calculation of revenue from the ticket office of the cinema.

Syndicated research firms use various methods collecting data to determine the volume of sales. Appeared in last years cash register electronic scanners - the most perfect sources syndicated sales data as it allows firms such as Nielsen And iri, regularly receive information from almost every large network shops. To have sales data for stores that do not use checkout scanners as much, syndicated data providers turn to surveys and diaries. Surveys rely on consumers to report their actions after completing a purchase, so their accuracy is sometimes questionable. In general, diaries are more accurate in predicting shopper behavior than surveys because survey participants use paper or electronic diaries to record the actual purchase of a product.

Panel research is a type of research that includes a fixed sample of elements of the general population, the characteristics of which are measured repeatedly. The sample stays the same over time, providing a series of pictures that, taken together, provide a vivid illustration of the situation of change that has taken place.

A panel is a sample of respondents who agreed to provide information at specified intervals over an extended period of time.

Cohort analysis - Multiple profile research, consisting of a series of surveys conducted at certain time intervals.

A cohort is a group of respondents with whom the same events occur within the same time interval.

An omnibus study (survey) conducted by an independent research company at its own expense, in which several different interested customers by paying for the inclusion of only those issues that are of direct interest to them.

The timing of the study, the general population, the volume and procedure for sampling are determined by the research company independently

Information Services offered by marketing research organizations that provide information from common base data to various firms and companies that subscribe to their services.

syndicated research. Information services offered by marketing research organizations that provide information from a common database to various firms and companies that subscribe to their services

30. Omnibus studies and syndicated studies.

An omnibus study (survey) conducted by an independent research company at its own expense, in which several different interested customers can take part, paying for the inclusion of only those questions that are of direct interest to them. The timing of the study, the general population, the volume and procedure for sampling are determined by the research company independently

Syndicated research - Information services offered by marketing research organizations that provide information from a common database to various firms and companies that subscribe to their services

31. The concept, types and scope of expert methods for obtaining and evaluating marketing information.

Methods of expert assessments

The essence of the method of expert assessments is that experts conduct an intuitive-logical analysis of the problem with a quantitative assessment of judgments and formal processing of the results.

The generalized opinion of experts obtained as a result of processing is accepted as a solution to the problem.

Principles of conducting IER

Scientifically substantiated organization of all stages of examination

Application quantitative methods

Two classes of problems

Problems for which there is sufficient information capacity

Problems in relation to which the information potential of knowledge is insufficient to be sure of the validity of these hypotheses

Areas of application of the IEO

Drawing up a list of possible events in various areas for a certain period of time;

Determination of the most probable time intervals for the completion of a set of events;

Determining the goals and objectives of management with ordering them in order of importance;

Definition of alternative (options for solving the problem with an assessment of their preferences;

Alternative distribution of resources for solving problems with an assessment of their preference;

Alternative decision-making options in a certain situation with an assessment of their preference.

Interview method

A conversation between a forecaster and an expert (question-answer) according to a pre-developed program.

The success of an assessment depends on the ability of an expert to give an impromptu opinion on various issues.

Analytical Method

Careful independent work an expert on the analysis of trends, assessment of the state and development paths of the predicted object.

An expert can use all the information he needs about the forecast object. He writes his findings in the form of a memorandum.

Group Methods

The working group appoints experts who provide answers to the questions raised regarding the prospects for the development of this object.

Number of experts: from 10 to 150 people, depending on the complexity of the object.

The purpose of the forecast is determined, questions for experts are developed.

Peculiarities

Using a set of assessments of relative importance made by experts in each of the areas of scientific research assessed.

Importance ratings are expressed in points and can take values ​​from 0 to 1, from 0 to 10, from 0 to 100, etc.

Brainstorm

Idea generation first

Then their destructuring (destruction, criticism) with the promotion of counter-ideas and the development of an agreed point of view.

Six participants, each of whom must write down three ideas within five minutes.

The leaf moves around. In half an hour, each expert will write down 18 ideas in his asset, and all together - 108

An individual survey of experts is carried out in the form of questionnaires.

Statistical processing and formation of the group's collective opinion, arguments in favor of various judgments are identified and summarized.

The processed information is reported to the experts, who can correct the estimates, while explaining the reasons for their disagreement with the collective judgment. This procedure can be repeated up to 3-4 times.

As a result, there is a narrowing of the range of estimates and a consistent judgment is made regarding the prospects for the development of the object.

Features of the Delphi Method

Anonymity of experts (members of the expert group are unknown to each other, the interaction of group members when filling out the questionnaires is completely excluded).

Ability to use the results of the previous round of the survey.

Statistical characteristics of group opinion.

Commission method

Groups of experts at the "round table" discuss a particular issue in order to agree on points of view and develop a common opinion.

The disadvantage of this method is that the group of experts in their judgments is guided mainly by the logic of compromise.

Scenario method

Based on the definition of the logic of a process or phenomenon in time under various conditions.

Morphological analysis

Systematized consideration of the characteristics of an object, using the "morphological box" method, which is built in the form of a tree of goals or a matrix, in the cells of which the corresponding parameters are entered.

Serial connection of the first level parameter with one of the parameters of the subsequent levels is a possible solution to the problem.

The total number of possible solutions is equal to the product of the number of all parameters presented in the "box", taken row by row.

Through permutations and various combinations, it is possible to develop the probabilistic characteristics of objects.

32. Focus group as a tool for collecting primary data.

A focus group is an unstructured interview that a specially trained facilitator takes at ease from a small group of respondents.

The purpose of the FG is to get an idea of ​​​​what a group of people representing a specific target market thinks about the problems of interest to the researcher

Tasks solved by FG:

Determination of customer preferences and their attitudes towards this product

Obtaining feedback on new product ideas

Presenting new ideas for existing products

・Price opinions

Obtaining preliminary consumer reaction to certain marketing programs

Methodical tasks of MI:

More precise definition the problem of marketing research

Development of alternative options management decisions

Developing an approach to problem solving

Obtaining information useful in creating questionnaires for consumer surveys

Developing hypotheses that can be tested quantitatively

Processing of previously obtained quantitative results

Features of focus groups

Composition: Homogeneous with preliminary selection of respondents

Ambiance: Informal, relaxed atmosphere

Time: 1-3 hours

Recording: Audio and video recording

Leading Requirements

· Tolerance

· Getting involved

Incomplete understanding

· Encouragement

Flexibility

Sensitivity

FG process

Determination of the task and problems of MI

Specifying the task of qualitative research

Formulating a problem for consideration during the focus group

· Drawing up a questionnaire for the selection of FG participants

Development of a plan for conducting a FG (incl. Type of FG)

· Carrying out FG

Record review and data analysis

Information processing and reporting

· Carrying out FG

· Preliminary briefing

Introduction of participants and information about them

Setting the discussion context

main discussion

Questions from observers

FG monitoring

· Preliminary preparation

Observation from the very beginning

Focus on the big picture

Attention to the words of each participant

Attention to comments

No hasty conclusions

Judgments about the personality of the participants should not influence their statements

Avoid the opinions of dominant participants

incentive reward

· The fee paid to the respondent for participating in the FG. Depends on the complexity of the selection of the respondent

The amount of FG depends

The nature of the object of study under discussion

Number of market segments

Number of new ideas proposed by groups

time and money

・Two way interview

With two leaders

With two leading opponents

With a leading respondent

· With the customer as a participant

· Mini-groups

Remote focus group

Benefits of FG

Synergy effect

snowball effect

· Stimulate conversation

· Safety

spontaneity

· Intuitive insight

· Specialization

· Scrupulousness

Structure

· Speed

Disadvantages of FG

Incorrect application

・Misjudgment

FG management

Messiness

· Non-representativeness

33. Requirements for a focus group leader.

Host: observant and sociable

Leading Requirements

・Benevolence and determination

· Tolerance

· Getting involved

Incomplete understanding

· Encouragement

Flexibility

Sensitivity

34. Limitations of the focus group method.

Limitations of the Focus Group Method

The main problems of the focus group method are centered around the characteristics of the personality of the participants in the discussion. Respondents involuntarily perform many destructive roles that impede the effective receipt of information. This is a significant drawback of focus groups in comparison with a related research method - in-depth interviews. Only very experienced moderators are able to keep the course of the discussion within the boundaries of the developed scenario and lead it to the full achievement of the set goals.

In the process of focus groups, it is quite difficult to identify deep motivations, since participants are not always ready to express the relationships that characterize their weaknesses. Often, the true motivations of focus group participants are hidden behind psychological mechanism protection. When in a focus group, participants often seek to appear as experts on the issues under discussion, delving into the discussion of the obvious properties of the products and not reflecting their own deep motivations.

According to conventional wisdom, the high cost is an obvious disadvantage of the focus group method. We can agree with this, given that the average cost of organizing a focus group in Moscow exceeds 50,000 rubles.

35. Projection methods for collecting primary data.

Projection methods are represented by a whole group of interview techniques, including:

Associative projection methods;

completion of a sentence or drawing;

role playing;

retrospective conversations.

Associative projection methods include associative conversations (what thoughts do you have in connection with a particular event, object, etc. or an associative test of words, when the respondent is offered a set of words, and he must pronounce the association. The scope of the method is to clarify associations, arising with a certain name, event, action, invention.

Sentence or picture completion is a projection method technique in which the respondent is asked to complete a phrase or picture. The scope of the method is to obtain information about the feelings or reactions of potential consumers regarding a product or its brand.

Role-playing is a technique of the projection method, according to which the subjects are asked to enter the role of one of the participants in the situation and describe the intended actions. The scope of the method is the study of a person's hidden reactions to the proposed role, the study of the values ​​of potential consumers.

Retrospective conversations use a technique in which the respondent is asked to recall some events in his life. The scope of the method is to identify factors that determine the behavior of potential consumers.

36. Observation as a tool for collecting primary data.

Observation

Gathering information by registering objects, events, situations, or human behavior

Observation

used

To determine the quantitative characteristics of behavior that are inadequately captured through self-reporting

For behaviors that respondents are unable or unwilling to report

Surveillance Options 1

Situation:

· Natural

・Manufactured

Natural (field) observation

Observation of people, situations, objects or events without the intervention of observers and interaction with them

It is applied for:

Counting the number and types of people visiting a particular establishment and then recording the total number and types of orders made by them

Observations on the behavior of bank tellers

Observations on the behavior of consumers buying specific types of products, the time of reading the instructions on the package

Records the time shoppers spend in the store looking at various options shop windows

Laboratory observations

Recording a target behavior or event in the context of an artificially created situation

Observation examples

· "Mystery shopper"

· Commercial trials

Mystery shopper

Information about the event:

・Opening

・Without opening

Purchase returns:

· With return

· No refund

Surveillance Options 2

Observer Presence:

· Open

Hidden

Open Surveillance

The object of study is aware of the presence of an observer

covert surveillance

The object is not informed about the presence of the observer

Surveillance Options 3

Data entry form:

Structured

· Unstructured

Structured form

Recording is carried out on a special form, which is possible if it is known in advance about the types of information that the researcher receives and the behavior that he observes

unstructured form

Data is recorded in narrative form

Surveillance Options 4

Usage technical means:

With the use of technical means

Surveillance Options 5

· Content analysis

・Trace analysis

Retail audits

Content analysis

Objective, systematic recording of quantitatively determined characteristics of the main parameters of the communicative connection of the elements of the observed object

Application

Scientific content analysis

Applied content analysis

Track analysis

A technique in which information is collected based on physical features or evidence of past events

Q-sort

A method of selecting information about consumers' attitudes and opinions about themselves, brand and product users, product categories, advertisers and advertising

37. The mystery shopper method. Its types and features.

Mystery shopper

A method of evaluating the work of personnel in which the inspector acts as a buyer, and the inspector does not know about it.

Information about the event:

・Opening

・Without opening

Purchase returns:

· With return

· No refund

Objects of study

The objects of study are salespeople and consultants in outlets, telephone managers and consultants, online consultants on the site (using instant messaging, voice and video), managers who process requests for e-mail and through the order form on the site.

Criteria for evaluation

compliance with the norms of etiquette by employees (friendliness, goodwill, etc.);

the speech of employees (literacy, politeness, understandability);

· appearance employees in terms of neatness and conformity corporate identity companies;

Compliance with the accepted standards of the company by employees;

cleanliness and order in the premises and workplaces of employees;

merchandising;

the speed of service;

Availability of employees for the client.

· Reviews may also assess product knowledge and sales skills. However, it is necessary to understand that this method does not replace, but is additional to other procedures for evaluating the performance of personnel, such as attestations, peer reviews, testing, observation, etc.

Additional options for checks

· Control purchase. During the test, a test purchase may be made. In this case, an additional document that allows you to control the work of a mystery shopper is a cash receipt.

· Dictaphone recording of the conversation.

· Photo and video recording.

To organize the collection and processing of information in the course of such research, companies often resort to specialized systems online reporting, which allows them to improve the quality of information by reducing the human factor, automate the routine work of processing and collating a large amount of data received from field personnel. As a rule, a mystery shopper has access to such a program using the Internet and a browser - he enters the collected information and submits reports online. Managers and customers immediately see the information received and can analyze it.

The norms, standards and ethics of conducting mystery shopping research are developed and regulated by the International Association of Mystery Shopper Services (MSPA) and independent companies, employees of inspected sites must be warned in advance that they will be periodically checked by mystery shoppers over a certain period , and the results of “mystery shopper” checks should not serve as a basis for punishing and dismissing employees.

In the Russian Federation, the activities of providers of the “mystery shopper” service are in fact not regulated by anything. MSPA does not have effective mechanisms for quality control of the services provided in the Russian Federation and the CIS, so Russian market Users of the Mystery Shopper service have to independently check the quality of services, usually based on the recommendations of colleagues, through tenders when choosing a contractor, checking whether the contractor company is a member of MSPA.

38. Content analysis as a method of observation.

Content analysis is an objective, systematic recording of quantitatively defined characteristics of the main parameters of the communicative connection of the elements of the observed object

Application

Scientific content analysis

Applied content analysis

Stages of applying content analysis

· First stage

Determination of the set of sources or messages under study using a set of specified criteria that each message must meet:

· Second phase

Formation of a selective set of messages. In some cases, it is possible to study the entire set of sources determined at the first stage, since the cases (messages) to be analyzed are often limited in number and are readily available. However, sometimes content analysis must rely on a limited sample taken from a larger body of information.

The third stage

Identification of units of analysis. They can be words or topics. The correct choice of units of analysis is an important component of the whole work. The simplest element of a message is a word. A topic is another unit, which is a separate statement about a subject. There are fairly clear requirements for the choice of a possible unit of analysis:

it must be large enough to express the meaning;

it should be small enough not to express many meanings;

it should be easily identifiable;

the number of units must be large enough to be able to make

The fourth stage

Identification of units of account, which may coincide with semantic units or be of a specific nature. In the first case, the analysis procedure is reduced to counting the frequency of mentioning a selected semantic unit, in the second case, the researcher, on the basis of the analyzed material and the objectives of the study, himself puts forward units of account, which can be:

physical length of texts;

text area filled with semantic units;

number of lines (paragraphs, characters, columns of text);

the duration of the broadcast on radio or TV;

film footage for audio and video recordings,

the number of drawings with a certain content, plot, and so on.

The fifth stage

direct counting procedure. She in general view similar to the standard methods of classification according to the selected groupings. The compilation of special tables is used, the application computer programs, special formulas, statistical calculations.

The sixth stage

Interpretation of the results obtained in accordance with the goals and objectives of a particular study. Usually, at this stage, such characteristics of the text material are identified and evaluated, which allow making conclusions about what the author wanted to emphasize or hide. It is possible to identify the percentage of prevalence in society of the subjective meanings of an object or phenomenon.

Quantitative content analysis

Quantitative content analysis (also called content analysis) is based on the study of words, topics and messages, focusing the researcher on the content of the message. Thus, when going to analyze the selected elements, one must be able to anticipate their meaning and determine each possible result of observation in accordance with the expectations of the researcher.

In effect, this means that, as a first step in conducting this type of content analysis, the researcher must create a kind of dictionary in which each observation is defined and assigned to the appropriate class.

Qualitative content analysis

In addition to words, themes and other elements that indicate the content side of messages, there are other units that allow you to conduct a qualitative or, as it is also called, structural content analysis. In this case, the researcher is interested not so much in what is said, but in how it is said.

For example, the task may be to find out how much time or print space is devoted to a subject of interest in a particular source, or how many words or newspaper columns were devoted to each of the candidates during a particular election campaign.

On the other hand, other, perhaps more subtle, issues related to the form of the report may be taken into account: whether a particular newspaper report is accompanied by a photograph or some kind of illustration, what is the size of the headline of a given newspaper report, whether it is printed on the front page or placed among numerous advertisements. When answering such questions, the researcher's attention is focused not on the subtleties of the content, but on the way the message is presented. The main issue here is the fact of the presence or absence of material on the topic, the degree of its emphasis, its size, and not the nuances of its content. This analysis often results in much more reliable measurements than in the case of a content-oriented study (because formal indicators are less ambiguous), but, as a result, are much less significant.

The amount of information that will be obtained during the study

39. Questionnaire as a marketing research tool

40. Depth interview as a tool for collecting primary data.

Exists great amount a variety of research methods and techniques for collecting primary information. The main sources of marketing information are:

· Interviews and surveys; Registration (observation); Experiment; Panel; Expert review.

Interview (poll)- finding out the position of people or obtaining information from them on any issue. A survey is the most common and essential form of data collection in marketing. Approximately 90% of studies use this method. The survey can be oral (personal) or written.

Personal (Face-to-face) and telephone surveys are called interviews. Face-to-face interviews can be formalized and non-formalized. In-depth interviews and hall tests refer to individual non-formalized interviews. Individual non-formalized interviews are conducted with the respondent one-on-one in the form of a dialogue, while the respondent has the opportunity to express detailed judgments on the problem under study.

In-Depth Interviews - are a series of individual interviews on a given topic, conducted according to the discussion guide. The interview is conducted by a specially trained highly qualified interviewer who is well versed in the topic, owns the technique and psychological tricks conducting a conversation. Each interview lasts 15-30 minutes and is accompanied by the active participation of the respondent - he lays out cards, draws, writes, etc. In-depth interviews, unlike structured interviews used in quantitative surveys, allow you to penetrate deeper into the psychology of the respondent and better understand his point of view, behavior, attitudes, stereotypes, etc. In-depth interviews, although time consuming (compared to focus groups), are very useful in situations where the atmosphere of a group discussion is undesirable. This may be necessary when studying individual problems and situations that are not usually discussed in a wide circle, or when individual points of view may differ sharply from socially approved behavior - for example, when discussing issues of gender relations, sex, certain diseases, hidden political beliefs, etc. .P. In-depth interviews are used when testing and developing initial advertising developments (creative ideas) when it is required to get direct, individual associations, reactions and perceptions - without looking at the group. At the same time, the combination of the method of in-depth interviews and focus groups with the same respondents is optimal. And, finally, in-depth interviews are indispensable when conducting qualitative research, when the characteristics of the target group make it impossible to collect respondents in a focus group - i.e. at one time in one place for 2-3 hours. For example, when it comes to busy businessmen, wealthy citizens, narrow professional groups, etc.

41. Online research. Comparison with traditional methods of information collection.

What is the difference between offline and online qualitative research? Everyone has it

them in more detail.

Traditional Qualitative Research (offline)

1) At the offline focus group, you can use the product (try it

taste, smell, etc.)

3) The researcher and the customer can observe and analyze non-verbal

participants' behavior

5) Face-to-face interaction allows you to experience a synergistic effect, when the result of group interaction is always greater than the sum of individual efforts.

Qualitative research online

1) It is easier to involve representatives of hard-to-reach people in online research

2) Respondents can participate in the online survey at their convenience

time, which reduces the failure rate.

3) During an online focus group, it is easier to control group dynamics.

The leader of the group (moderator) can easily minimize opportunities

an individual participant to dominate or overwhelm the rest.

4) Interaction with focus group participants on the Internet allows

receive sincere and unconstrained answers and reactions.

5) One of the main advantages of online focus groups is the ability to

test Internet products and services in their natural environment.

6) On-line mode provides a convenient opportunity for the client to observe

during a focus group or in-depth interview from anywhere you have access

in Internet.

7) Conducting qualitative research online saves time on

search for participants and allows you to get instant results

8) Online research is cheaper.

Thus, online focus groups are a cost-effective alternative

traditional focus groups. Unlike offline focus groups, online surveys are not geographically restricted; people from different regions can participate in the same focus group at the same time.

42. Online polls. Sample formation, site selection, questionnaire design and evaluation of results.

The entire study group as a whole, for example, all consumers who have bought a product, is called the general population or simply the population in statistics. Sometimes the population is small enough in size and it is possible to study all its members. Usually this is not possible. Therefore, only a part of the population, called the sample, is studied.

Sampling is the basic level of ongoing research.
When forming the sample, probabilistic (random) and improbability (non-random) methods are used.

If all sample units have a known chance (probability) of being included in the sample, then the sample is said to be probabilistic. If this probability is unknown, then the sample is called improbable.
Probabilistic Methods include: simple random selection, systematic selection, cluster selection and stratified selection.

Simple random selection assumes that the probability of being included in the sample is known and is the same for all units in the population. This probability is determined by the ratio of the sample size to the size of the population.

Simple random selection can be carried out using the following methods: blind sampling and using a table of random numbers.

When using the blind sampling method, the population units in accordance with their surnames, names or other characteristics are entered into cards, which are placed in a mixed form in some kind of opaque container (box, box, etc.). From this container, someone randomly draws a number of cards, determined by the sample size.
The initial part of the systematic selection method corresponds to the initial stage of the simple random selection method: it is necessary to obtain full list units of the general population. However, below, instead of assigning sequence numbers to them, the "jump interval" indicator is used, calculated as the ratio of the population size to the sample size. For example, if a phone book is used and the hop interval is set to 250, this means that every 250th phone number is included in the sample. However, random numbers are used to determine the initial pages and columns of the reference book.
Another method of probabilistic selection is cluster selection, based on dividing the population into subgroups, each of which represents the population as a whole. The basic concept of this method is very similar to the basic concept of the systematic selection method, however, the implementation of this concept is carried out differently.
The meaning of the selection method based on the principle of convenience is that the sampling is carried out in the most convenient way from the standpoint of the researcher, for example, from the standpoint of minimal time and effort, from the standpoint of the availability of respondents.

The formation of a sample based on judgments is based on the use of the opinions of qualified specialists, experts regarding the composition of the sample. Based on this approach, the composition of the focus group is often formed.

The sampling during the survey process is based on the expansion of the number of respondents based on the proposals of respondents who have already taken part in the survey. Initially, the researcher forms a sample much smaller than required in the study, then it expands as the survey progresses.