This paper looks at the changing environment of brand research and assesses the implications for exploring brand equity quantitatively within the context of brands of similar status outside the immediate product area within the retail environment and also in use.
This paper examines the move towards an integration of qualitative and quantitative methodologies and techniques. It discusses some of the conventional ways qualitative and quantitative research have been combined and then details what the authors describe as a truly integrated approach, the paper's focus is on the integration of qualitative approaches into quantitative surveys and gives a variety of examples of these applications and their usefulness. Thought bubbles, brand personification, visual and verbal stimuli, and computer aided personal interviewing (CAPI) are provided as examples. The benefits of holistic coding in providing in-depth understanding are discussed in some detail. The paper ends with a summary of the benefits of an integrated research approach.
This paper deals with the fusion of two of the largest databases in Britain. The Broadcasters Audience Research Board (BARB) is the standard measurement of television audiences in Britain, with a panel size of 8 homes. The Target Group Index is the largest product and media survey in Britain with a sample of 24 adults per annum. The provision of an enhanced targeting facility such as a fusion of these two databases would offer could radically change the face of media buying in the 1990âs. Extensive exploratory and validatory work has been conducted to ensure that the fusion methodology provides the closest possible matchings, optimising the use of variables common to both databases, and balancing the distance measurement with the donor frequency. Once these findings were validated there are a number of ways in which the fused database could be used in day to day media planning. These include analyses of viewing patterns, conversion levels and assessments of coverage by product categories. The findings indicate that targeting television advertising by product field users can be very efficient and add a new dimension to media buying. The success of this fusion is a confirmation that it can be applied to market research data and should lead the way forward to how other databases are collected and made to work together.