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.
This paper describes the new soft drink market perspective of Coca-Cola FEMSA (KOF) enabling understanding of the market dynamics based upon quantitative indicators on a real time basis, correlated with a geographic environment, looking for relations between supply, such as retailers soft drink markets such as supermarkets, mom and pop stores, restaurants, etc., and demand, such as soft drink consumers; and dealing with actionable information for strategic and tactical decision making.
Brands are strategic assets which have not yet been properly assessed. The fact that important brands continue being in vogue for many years even after the physical product they designated has disappeared from the market is an evidence that brands "pay for" the investment made. However, its strategic role is frequently not recognized by those who limit their vision of the business to an analysis based on a strictly technological or financial viewpoint.
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 clients 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 paper is about the present perception of the assessment, definition and use of qualitative research in Mexico. Similarly, it calls for a more committed and less commercial approach to research, showing the potential of such research for marketing by an example.
The paper describes a new methodology for investigation of the teen public that constitutes an alternative capable of supplementing conventional data collection procedures. The new methodology was dubbed Photo-Show and the results obtained - described in this paper - demonstrate the type of information it provides. They also demonstrate how important it is, and how important it is to be always alert to our anima as researchers, the primary substratum of our profession, so as to develop adequate techniques to approach specific targets and problems such as these.
The investigation from markets in general support in the data demographics for their designs methodological. These data from population and living place is it so structured according variables as age, sex and division political- administrative The systems from segmentation geodemographic make his input so much ex-ante as ex-post; ex-ante, optimize the preparation of the draft, the definition of the universe or group objective and they need he framework and the selection sample; ex-post, he analysis from the results and the Explanation from phenomena detected. Systems from segmentation geodemographic require from information for enrich yourself enrich quantitatively accessing to new bases from data censuses. Only may get rich qualitatively, knowing best to the consumer. Know best to the consumer, their motivations perceptions, attitudes, similarities and differences is own from the Investigation from Markets.
The long period of hyperinflation during the eighties and the beginning of this decade brought very specific buying behavior to Brazilian consumers, be it through the exclusion of a large segment of the population or by purchase attitudes similar to a war economy. With the stabilization of the economy the scenario changed dramatically. This is evidenced through the data of the national consumer panel, with its sample of 6 households, with weekly tracked buying behavior.
A daily, nationwide, high circulation newspaper offers specific features that make understanding and meeting the needs and expectations of consumers a complex and continuous challenge. Besides the highly dynamic character of the process - a new product is created every twenty- four hours - the newspaper interacts with its readers in various ways. The study of customer satisfaction of a newspaper requires tools that have the same dynamics as the product and allow data to be used with the same speed. Datadia was introduced to achieve these objectives. It is a daily process, with the newspaper's subscribers that brings together the characteristics referred to above: speed, rigorous technical standards, and objectivity in information. This paper intends to recount the experience of introducing and implementing the survey. It also tells of some features of the experience in the use of the data: the information collected, the reactions of readers and the possibility of incorporating these into the structural planning of the product, as well as in short-term decision taking.
This paper illustrates the benefits of the CSM Customer Satisfaction Measurement Model and its contribution to total quality management programs. Identifying satisfaction drivers for distribution line members of a household electrical appliances manufacturer, and comparing this manufacturer against benchmark data, allowed us to draw a strategy to reinforce dealer loyalty as a way of maintaining and increasing the company's market share.