This report is a methodological proposal for creating a data fusion model whose product is an index called Ad-Foint which integrates brand advertising investment media management and the real response of the target markets. It is an indicator that weighs the causes and effects of the individual management of each brand. The fusion is carried out by integrating three studies: advertising investment television audience and a survey of recall and attitude towards advertising. This method has been created to generate a series of time intervals that allow for a dynamic follow-up study of brand performance over a period of time. The following report includes both a description of the model and its practical application for products in the shampoo category giving the results for other markets as well.
This report is a methodological proposal for creating a data fusion model whose product is an index called Ad-Foint which integrates brand advertising investment media management and the real response of the target markets. It is an indicator that weighs the causes and effects of the individual management of each brand. The fusion is carried out by integrating three studies: advertising investment television audience and a survey of recall and attitude towards advertising. This method has been created to generate a series of time intervals that allow for a dynamic follow-up study of brand performance over a period of time. The following report includes both a description of the model and its practical application for products in the shampoo category giving the results for other markets as well.
This paper proposes a methodology to diagnose poverty in Latin America, a useful tool in the design of social policies. The method assumes that poverty is not merely the lack of basic resources - income or of goods - but rather the outcome of a situation related to abilities, i.e. a structurally determining factor prevents people from freeing themselves from poverty. Contrary to market research, many of the approaches used to implement policies designed to overcome poverty do not attempt to find out how consumers feel about these policies, nor do they attempt to determine how poor people view their own social, political, and economic reality, which institutions they trust, and what their most pressing problems are. This paper intends to demonstrate that market research offers valid elements to address the problem of poverty and that it occupies a valid space in the range of social science tools so that, in the future, it might become a powerful social market research tool capable of addressing social problems.
The development of the Chilean television industry in the past years runs parallel to two important phenomena: on the one hand, changes introduced in the TV regulatory framework made it possible to introduce cable television, and on the other a Viewing Measuring System was implemented, which provides results in real time. This document intends to summarize the main elements introduced by the measuring system, which forced television channels to make some operational changes mainly related to the new role that instant ratings play in the market. First, we shall briefly describe the architecture of the ON LINE system. The data transmission solution is the outcome of special circumstances that existed in Chile during the implementation stage - 1992- when adequate telephone service coverage was not available. Secondly, we shall describe the main changes introduced by the ratings system into the television industry. This is based on a study involving in-depth interviews with several TV Channel executives linked to the ON LINE service.