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Marketing Research
- Customer satisfaction study
- Package test
- Price studies
- Segmentation, lifestyle
- Positioning, brand image
- Product test
- Advertising concept test
- Study of the Effectiveness of an Advertising Campaign
- Price and Distribution Check
- Tracking study
- Mystery Shopping
- Evaluating the effectiveness of RM programs
- Usage and Attitude ( U & A) Studies
- Product Concept Test
Bashkirova & Partners » Solutions » Marketing Research » Tracking study
Tracking study
Tracking (monitoring) - repeated study with the identical structure of the sample, but new participants each time; participants are selected through a special technique. This study reflects the current situation on the market and demonstrates its dynamics of development.
Why tracking studies are needed:
- availability of information about the brand and competitors at any moment
- forecasting the market tendencies
- planning the advertising strategy
- study the advertising campaign efficiency
- monitoring the brand launch
- study of the seasonal changes
The basic parameters of measurement:
- brand awareness (spontaneous and prompted)
- consumption
- purchase
- probability of purchase
- brand image
- advertising awareness (spontaneous and prompted)
- attitude towards advertising
- efficiency of advertising
- image of manufacturer
Frequency of data collection depends on a product category and goals of the study:
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daily
- weekly
- twice per month
- once per month
- once per quarter
Methods of data collection depend on the regional coverage and target group specifics:
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Computer Assisted Personal Interviewing - CAPI
- Computer Assisted Telephone Interviewing - CATI
Fresh First-hand Results of the Research