This work is a contribution to an issue that has been the subject of numerous attempts - none of them successful - in the last years: the assessment of the audience and the coverage of the outdoors. The methodology proposed here should equip the media areas so that they can well base the allocation of funds in their projects in this important medium. It will be exposed the developed methodology, accompanied by a brief history of this development. The results of a pilot study conducted in December 1996 are briefly presented.
The Argentine Republic is at the forefront of Latin America in terms of the privatization process. The largest businesses, especially in Public Sents, have already passed into private hands. Within this context, the bidding processes cause bidding companies to investigate to evaluate the convenience of presenting and / or designing their proposal. There are cases in which the specifications require the inclusion of market studies and these are part of the final qualification. This paper attempts to describe the global framework within which these processes are developed, also identifying the differences that arise from the different types of privatizations. On the other hand, it exposes the heterogeneity of the profile of the members of the work team that is constituted for the evaluation and presentation to each bid. In addition, the demands to the Researcher that arise from the interaction with this group are detailed, which in turn will generate professional opportunities but also risks that, if foreseen, could be neutralized. A quick explanation is then made of the multiple techniques that should be integrated in most cases and the out put that each of them should provide. Finally, five cases are exposed in which the demands towards the Investigation and the Investigator are described.
This research paper examines the internal client and its commitment with organizational transformation. It establishes the hypothesis that organizational transformation is key in the alignment of a company with market requirements and that such transformation can be successfully initiated by a cooperative institution as well as a private company. It also examines the role of management commitment in the process of change.
This paper demonstrates the applicability of the L-O-V (List of Values) in Venezuela as a means of consumer classification, as well as the steps taken for its adaptation to the local context. To test initial applicability within the marketing context, it was applied to help describe possible purchase and/or usage motivations for some key state-of the-art consumer durables among middle and upscale urban respondents.
This paper presents a case study of qualitative research, working side by side with the client and advertising agency, to develop a new successful communication strategy for a fuel product line. It covers methodology, technical criteria, and analysis of the data and highlights the contribution of projective techniques and semiological analysis. Finally, it includes market results via a national post-test.
The media research information about the magazine market-oriented medium has evolved in the sense of scaling up the public-lexicon of its socio-economic characteristics. The information we have today revolves around "who" and "how many" read. And yet, practically, nothing has been done in another field of information about this medium, as important as and involving other developments such as "when", "where", "how" and "how many times". Some behavioral patterns are pointed out, without the support of a more scientific investigation, which gives us the necessary security to better estimate the benefits of each actor's relationship with his magazine. The lack of data of this nature minimizes the perception of the potentialities of the environment, underestimating it simply by disregarding its residual power, permanence, speed, rhythm and involvement. Objective To develop a research project that seeks to reveal all the stages of the reader's relationship with their journals.
The brands are assets strategic yet usually wrong evaluated. The validity from the big brands yet Many years after from the disappearance from the products physical what they designated check what the brands "Pay" the investment Applied in they. Without embargo, his role strategic do not is many times recognized by who limit his view of the deal to a analysis exclusively technological or financial.
This paper shows how âscientificâ thinking has wrongly influenced the way qualitative research is sometimes conducted. It argues that qualitative market research is almost entirely an âartâ. It enumerates a number of techniques and skills that are used by good qualitative market- researchers which are not at all âscientificâ.
The objective of this study is to give an answer to the needs, inquires and difficulties faced by the Mexican advertising industry regarding the Reach and Frequency calculation for TY audience in a continuos panel by electronic measurement. Adding up the experiences in the operational reality in a continuos panel, analyzing the calculation procedures for rating, reach and frequency as well as our clientâs requirements, we have designed a method for a continuous panel without editing process, which already operating in our country with satisfactory results. With the aim of supporting the proposal, the structure of this document includes the description of the Mexican market, our position in respect to the different methodologies used for the reach and frequency calculation, the actual description of the Method, results analysis on both theoretical and empirical tests, description of the systematization of the method for its application as well as the advantages and limits as a concluding mark.
This work constitutes an initial qualitative exploration, first stage of a study that should be completed with a quantitative inquiry to throughout the year. Its content is a global description of the children's audience of Open Television, whose most distinctive feature is the preference for programs for adults, rather than specially directed programs to the kids. The values and behavior patterns that they incorporate, as well as the thematic and thinking schemes that children learn, not correspond to their chronological age and level of development. Parental conflict arises from the opposition between the implied agreement with the transmitted values and their need to control what their sons.
The study aims to demonstrate, first, the importance of a data assembly and analysis technique called âladderingâ to the detection of subjective values associated to a product, brand or packaging; and secondly, from experience with the use of this technique, to illustrate how this kind of detection can contribute to the formation of strategies for product positioning and lines of communication. The study is organized in four parts. 1. Discussion of the situations in which the investigated matter demands an inventory of subjective values associated to a product, brand and/or packaging. 2. Brief presentation of the methodological fundaments of the âladderingâ technique, and the necessary requirements for its practical use. 3. Illustration of the data analysis process and the possibility this technique offers in using lexical analysis software, through two examples drawn from real cases. 4. Discussion of different possibilities of using the result chains originating from âladderingâ, according to the strategic course of action aimed by the company.