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:

  • daily
  • weekly
  • twice per month
  • once per month
  • once per quarter

Methods of data collection depend on the regional coverage and target group specifics:

  • Computer Assisted Personal Interviewing - CAPI
  • Computer Assisted Telephone Interviewing - CATI

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