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essentials of marketing communications

Questions and Answers of Essentials Of Marketing Communications

Evidence of understanding of the market and the problem facing the organization.
The evidence of innovation in the proposal. Has the agency added value?
The compatibility of agency and client teams. Can we work with them?
The agency’s ability to understand the brief and translate it into a comprehensive proposal.
As one of the Directors in the agency that has been awarded the contract for doing the research for Donaldson Builders Merchants in Question 1, you are writing a memorandum to your staff to prepare
Plan and design an oral presentation of market research reports
Plan and design an oral presentation of market research reports. Critically evaluate the outcomes and quality of a research project
Write a research report aimed at supporting marketing decisions
Demonstrate an ability to use techniques for analysing qualitative and quantitative data
Design a questionnaire and discussion guide to meet a project’s research objectives
You have been appointed as marketing manager to an online retailer of intimate apparel (underwear). They have succeeded in difficult times to grow their business but have appointed you to look at the
Discuss the issue of falling response rates in marketing research, highlighting any actions that can be taken to improve the level of response.
Design a questionnaire to meet the research objectives of the project set out in Question 1. At this stage the layout of the questionnaire is not important but the questionnaire should clearly
(a) Why is questionnaire design so important in the research process?(b) What is the role of piloting in the questionnaire design process?
Explain the theory and processes involved in sampling
Describe and compare the various methods for collecting qualitative and quantitative data
As an executive of a leading research agency, you are pitching to persuade a client to extend the qualitative work they have carried out on their brands to include quantitative work, using
Design a questionnaire and discussion guide to meet a project’s research objectives
Explain the theory and processes involved in sampling
Describe and compare the various methods for collecting qualitative and quantitative data
Tom Davidson in Question 1 has heard about other hotels using mystery shopping techniques to monitor the quality of their services. He has asked you to produce a report explaining:(a) the advantages
You work as a marketing manager for a major car dealership. The dealership has 150 sites throughout the UK. Your Customer Satisfaction Scores have been falling recently. You have been to an MRS
You are working for a small Midlands-based manufacturer of components for the motor industry.Your sales manager has identified a potential new market in the Czech Republic. The company cannot afford
Recognize the key sources of primary and secondary data
Explain the uses, benefits and limitations of secondary data
CIM Professional Series Stage Two: Marketing Research and Information
You are the marketing manager for a company marketing china collectibles. You wish to establish an online service for your products. You wish to recruit a research agency to evaluate the potential of
Develop a research proposal to fulfil a given research brief
Identify information requirements to support a specific business decision in an organization and develop a research brief to meet the requirements Develop a research proposal to fulfil a given
Explain the ethical and social responsibilities inherent in the market research task
Describe the procedures for selecting a market research supplier
Explain the stages of the market research process
Explain the relationship between database marketing and marketing research
Explain the principles of data warehouses, data marts and data mining
Explain how organizations profile customers and prospects
Describe the process for setting up a marketing database
Demonstrate an understanding of the application, the role in CRM and the benefits of customer databases
Plan and design an oral presentation of market research reports
Develop a research proposal to fulfil a given research brief
Describe the nature and structure of the market research industry
Explain the relationship between database marketing and marketing research
Demonstrate an understanding of marketing management support systems and their different formats and components
Explain how organizations determine their marketing information requirements and the key elements of user specifications for information
Explain the concept of knowledge management and its importance in the knowledge-based economy
Demonstrate a broad appreciation of the need for information in marketing and its role in the overall marketing process
Plan and design an oral presentation of market research reports
Plan and design an oral presentation of market research reports. Critically evaluate the outcomes and quality of a research project
Write a research report aimed at supporting marketing decisions
Demonstrate an ability to use techniques for analysing qualitative and quantitative data
Design a questionnaire and discussion guide to meet a project’s research objectives Interpret quantitative and qualitative data, and present coherent and appropriate recommendations that lead to
Explain the theory and processes involved in sampling
Describe and compare the various methods for collecting qualitative and quantitative data
Describe and compare the various procedures for observing behaviour
Recognize the key sources of primary and secondary data
Explain the uses, benefits and limitations of secondary data
Develop a research proposal to fulfil a given research brief
Identify information requirements to support a specific business decision in an organization and develop a research brief to meet the requirements
Explain the ethical and social responsibilities inherent in the market research task Write a research brief to meet the requirements of an organization to support a specific plan or business decision
Describe the procedures for selecting a market research supplier
Explain the stages of the market research process
Describe the nature and structure of the market research industry
Explain the relationship between database marketing and marketing research Explain the process involved in purchasing market research and the development of effective client–supplier relationships
Explain the principles of data warehouses, data marts and data mining
Explain how organizations profile customers and prospects
Describe the process for setting up a marketing database
Demonstrate an understanding of the application, the role in CRM and the benefits of customer databases
Demonstrate an understanding of marketing management support systems and their different formats and components
Explain how organizations determine their marketing information requirements and the key elements of user specifications for information
Explain the concept of knowledge management and its importance in the knowledge-based economy
Demonstrate a broad appreciation of the need for information in marketing and its role in the overall marketing process
Is the right type of questionnaire being used:– personal?– postal?– telephone?– online?
Has the questionnaire been piloted?
Will it, and any show material, be easy for the interviewers to use?
Does the questionnaire look good?
Will the answers be easy to process?
Will the answers be easy to record?
Is it reasonable to expect the respondent to answer every question?
Have cushion statements been used when necessary?
Is the question wording:– simple to understand?– unambiguous?– clear?
Are the types of question being used appropriate:– dichotomous?– multiple-choice?– open-ended?– rating scales?
Is the question sequence logical?
Will all the classification data required be collected?
Will all the identification data required be collected?
Will the right type of data be collected for:– fact?– opinion?– motive?
Is every question essential?
Will the questions listed collect all the data required?
Will the data specified meet the objectives?
Are the objectives right?
What quality control procedures are used?
How many interviewers work exclusively for your agency?
On average, how long do interviewers stay with your organization?
How are interviewers trained?
How are interviewers selected?
What is the agency’s supervisory structure, that is, how many supervisors and how many interviewers per supervisor?
Do the supervisors work exclusively for this agency?
How many supervisors are there?
How many interviewers you have?
fieldwork manager?
Is there
Is the data comparable?

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