Marketing Communications

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Marketing Communications
Advertising Research

Performance-monitoring research can be:

1. AD-HOC: research programmes designed to monitor new or special marketing programme
   of the organization or competitor.


2. CONTINUOUS: research programs or formal systems designed to monitor the dependent
   variables in the marketing system.

LONGITUDINAL DESIGN: continuous performance research monitoring requires a longitudinal
design, that is, one in which a fixed sample of population elements is measured repeatedly – such as panel.

There are two types of panel:

1. TRADITIONAL PANEL: which is a fixed sample where the same variables are repeatedly
   measured such as in retail stored audit.


2. OMNIBUS PANEL: is a fixed sample of respondents which is measured repeatedly, but
   the variables measured are different each time. For example, a food company maintains a
   panel of households who are asked to evaluate different food products at different times.

PRIMARY DATA COLLECTION METHODS

There are two methods for gathering primary data:

•    Communication through the use of questionnaire

•    Observation

QUESTIONNAIRE is the instrument used in the process of gathering data by verbally or orally
administering its questions on respondents.

TYPES OF QUESTIONS

1. Open-ended questions


2. Multiple choice questions


3. Dichotomous questions

OPEN-ENDED QUESTIONS require the respondents to provide their own answer to the question. It
is also called free-response or free-answer question.

ADVANTAGES OF OPEN-ENDED QUESTIONS

1. They serve as good questions to start the topic


2. They establish rapport and secure respondents’ co-operation


3. They influence responses less


4. They are useful for exploratory research