Question

30 Minutes Activity 3A Estimated Time Objective To provide you with an opportunity to analyse research results using appropriate techniques to identify findings and impact on advertising strategies, budgets and timelines. Imagine you have a conducted market research using consumer jury and attitude test methods. Which statistical methods do you think will be most useful in analysing your results? Explain your choices. Activity

subject :- business course// BSBADV503
Coordinate advertising research

Answer 1

consumer-jury technique

a method of testing advertising appeals before an actual product promotion campaign is started in a test market. “Jury” members usually consist of typical consumers of the product category. They are shown a selection of proposed advertisements and asked to evaluate them in terms of which advertisement would be most likely to induce them to purchase the product. The consumer-jury technique has been found to be an accurate predictor of advertising effectiveness.

• A consumer jury test is a method of testing advertisements that involves asking consumers to compare, rank and evaluate your advertisements.
• It is the most traditional and simplest amongst all the copy testing methods. A personal interview may be conducted, or a group of about 50 to 100 people may be assembled and requested voting based on their preferences, interests or even influences to purchase the product.
• It then presents a rating given by a group of audiences who mostly represent the potential buyers of the product. A consumer jury method is controlled and cost-effective.

Different Attitude Measurement Methods used in Marketing Research!

Attitudes are individual mental processes which determine both the actual and potential response of each person in a social world. An attitude is always directed toward some object and therefore, attitude is the state of mind of the individual toward a value.

An increased attention is being paid to the attitude survey by the marketing researchers. They have been found to be extremely useful in the matters of various marketing problems such as response to an advertisement, price change, product quality, brand loyalty and trade mark etc.

Attitude measure scales are constructed to include the following:

a) Paired Comparison:

This method requires the respondent to choose one of stimuli that has more of some property over the other with respect to some designated property.

Example: Hero Honda motor cycle dominates all other motor cycles.

b) Ordered Category Sorting:

It requires the respondent to order stimuli w.r.t. Some designated property of interest.

Example: “A” Represents a set of dozen car tyres in terms of high grip, moderate grip and low grip etc.

c) Ranking Method:

This determines the perceived order of six brands of tyres w.r.t. gripness on application of brakes.

Each respondent is asked to rank the tyre brands w.r.t. gripness.

d) Rating Techniques:

Rating of different brands of motor cycles in terms of reliability, and fuel efficiency i.e., kms/litre of petrol etc.