Marketing Communications

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Marketing Communications

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Advertising Research

PERFORMANCE MONITORING RESEARCH: it provides information regarding the monitoring of
the marketing system. It is an essential element in the control of marketing programmes in accordance
with plans. The purpose of this research is to signal the presence of potential problems or opportunities.

The objectives of performance-monitoring research are to monitor and report changes:

1. In performance measures, such as sales and market share, to determine whether plans are
   accomplishing desired objectives.


2. In sub-objective, such as awareness, and knowledge levels, distribution, penetration and
   price levels, to determine whether the marketing programme is implemented according
   to plans.


3. In the situational variables, such as competitive activity, economic conditions and demand
   trends, to determine whether the situational climate is as anticipated when plans were
   formulated.

The data sources appropriate for performance monitoring research include:

•    Interrogation of respondents

•    Secondary data

•    Observation

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