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study help
business
essentials of marketing communications

Questions and Answers of Essentials Of Marketing Communications

Can I replicate the study? Is the methodology included? Can I test the data for accuracy?
Is raw data presented?
How reliable is the data?
professional body? What sample was used?
Who collected the data? Are they independent? Are they trained? Are they members of
How was the data collected? Was the data capture mechanism reliable? Was it a self-selecting sample?
When was the data gathered? Is it relevant?
service? Is it designed to counter negative publicity? Is it designed to generate publicity?
For what purpose? Is the study designed to sell
trade association?What is the nature of the organization? Is the publisher of the data the same as the organization that collected the data?
national government? Was it
Who published the study? Was it
Why is the cost indicated?
Why the timetable indicated?
written report or verbal presentation included, or why not?
Why is
large-scale quantitative survey?
Why are open-ended questions requiring expensive coding and analysis being included in
30-minute questionnaire?
20-minute questionnaire and not
Why
Why the personal interview technique rather than group discussion?
Why use the size of sample indicated?
Why use the sample selection procedure indicated?
Key personnel names – And details of all key staff involved in the project
Terms and conditions – Confidentiality and so on.
formal debriefing presentation? How many copies of reports will be needed?
Deliverables – How will the results be presented and when? Will there be
Budget – A tricky area but generally it is advisable to give some indication of the budget that is available for the project.
detailed timetable of activity is included. This should cover time for questions, and details of the formal date and time for the presentation to take place if this is required.
Timings – It is important that
Previous research – Previously commissioned work that is relevant to the current study may be outlined or made available to the agency pitching for the business.
certain size, then the agency should be told to avoid them wasting their time.
Sample details – The details of the group of interest should be indicated. If the sample is to include businesses over
qualitative or quantitative approach is required. Also outline question areas could be given.
difficult area but in discussing the problem, research methods may have been discussed. Certainly, where there is expertise in the briefing team the research methodology may have been discussed in
Outline methodology – This is
How the results will be used – The overall purpose and context for the research needs to be specified. How will the research be used and what other decisions might it inform in the future?
new market while the research objectives may be to identify the product attributes that appeal most to potential customers.
Research objectives – Will almost certainly differ from marketing objectives but are informed by them. For example, the marketing objectives may be to enter
Marketing and business objectives – Should be laid down and distinguished between.
Current business position – This should detail the nature and scope of the business, key markets served, key competitors and future direction.
Identification details – These should include the title, date, contact names and details.
What analysis systems will the database support?
What data verification rules will be put in place to ensure quality and completeness?
How will the data be kept up to date and who is responsible for this?
Who and what departments are able to use and update data held on the database?
Data strategy, specification and verification
How does the proposed system integrate with existing information management systems?
What applications will this information support?
Who will enter the data and ensure that is accurate and complete?
If information is not available, where does it come from?
Which departments and individuals need access to this information?
How will it be used in future?
How is this information currently used?
What unnecessary information is currently held?
Where is this information held currently?
What information requirements does the organization have now and in the future?
Is the database open to customers through the Internet?
How will the database be accessed?
What business processes will the database support?
What segments will the data support now and in the future?
What media, information and technology changes will need to be built into the system?
Where will the business be in 10 years’ time?
How will data help the business achieve its business and marketing objectives?
Understand the use of graphics in presentation of data
presentation
Know how to make the most of
Outline the key features of an oral presentation
research report
Identify the structure for the presentation of
Understand the use of computer packages that can help with the process
Understand the main techniques of statistical analysis including descriptive statistics, statistical significance and hypotheses testing, the measurement of relationships and multivariate analysis
Understand concepts of tabulation and statistical analysis
Understand the process of data management, entry, editing, coding and cleaning
Understand how the sampling frame is constructed
Understand the concepts of population, census and sample
Understand and evaluate different sampling methods
Understand and apply the statistical basis of sampling
Understand and identify the sampling process
survey
sample for
Understand how to construct
Define sampling
Outline the use of software packages to enable design
Outline the role of piloting in the delivery of the questionnaire
Understand the issues in question sequencing
questionnaire
Understand how to word
Understand questionnaire formats
Understand and outline the questionnaire design process
Define the questionnaire
Explore the range of applications enabled by quantitative research
Define and describe the use of CAPI, CATI and CAWI
Identify online methods for online quantitative data capture
Understand the methods for collecting quantitative data
Define quantitative data
Outline the ethical issues in observational research
Identify online observation techniques
Understand the application of mystery shopping techniques

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