q'Aire Solution

8/11/2019 q'Aire Solution

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Some Common errors

in the qaire


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Errors

Only tree has been drawnthere is noqaire

Lot of unnecessary ques (place,attributes etc) specially when I hadmentioned focused

Ques on current usage

Terminating onnot using currently &used before


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Errors

Not asking ques in the proper mannerE.g. - your favourite brand

Focusing only on your own brandand

forgetting about competition Forgetting that its a high value durable

(and not a low value product like a pen).

Lots of FTUs can also be there Improper sequencing


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You market Hero Honda motorcycles and arerequired to conduct a study amongst those

intending to buy a bike and understand your brand

health (limited to brand awareness, consideration,

purchase, adverting awareness and recall). Pleaseprepare a focused questionnaire to address this

objective [10 marks]

A+B


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Model questionnaire

Good ________. I am conducting a study on motorcycles. I need a fewmin of your time. I can assure you that your response

would only be used in a consolidated manner for

research purposes and this would help us to provide

better motorcycles to you

Q 1: Are you planning to buy any of the following in the next

few months? MULTIPLE CODING

Car

Scooter

Motorcycle

moped

THANK & TERMINATE IF MOTORCYCLE IS NOT CODED


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Q 2: a) If I mention motorcycles brands in India which is the 1stone

that comes to mind____________

b) What other brands of Mobikes have you heard of? Anyother brands you can recall?

c)Which of these brands have you heard of? SHOW BRAND

LIST

Brand 2b Spontaneous

aware

2c Aided

recall

Hero Honda 1 1

Bajaj 2 2

3 3

4 4

5 5

6 6

etc., 7 7


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Model questionnaire

Q 3: Of these brands aware, which ones would you seriouslyconsider before you bought your brand ?

Brand Considered

Hero Honda 1

Bajaj 2

3

4

7


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Model questionnaire

Q 4: Which brand are you most likely to buy?

Brand Most likely to buy

Hero Honda 1

Bajaj 23

4

5

6

7


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Model questionnaire

Q 5: Please tell me if you have seen any advertisements of Mobikebrands in the last six months? IF Yes then please name thebrands?

Brand Ad awareness

Hero Honda1

Bajaj 2

3

4

5

6

7


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Q 6: You had earlier told me that you have seen advertisements of ________(MENTION BRANDS CODED IN Q5)

Could you please tell me its elements i.e. what was being shown and said inthe advertisement? What was the main message that the ad was trying toconvey RECORD VERBATIM

Brand 1 ___________

Elements Recalled

Main Message

Brand 2 ___________ Elements Recalled

Main Message


Main Message


Main Message


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Major types

SYNDICATED-multi-

client-

CUSTOMISED-single

client-Eg a study by Lacoste tofind out customers satisfaction

with shopping experience in

Lacoste stores

ONE TIME- not

continuous

TRACK-analysistime based-dynamic

situation-IMAGES-

ORG study

Colors, designs, cuts

etc

KSA Technopak annually tracks through its syndicated study Consumer Outlook the Consumer

and Retail revolution sweeping through India. Carried out across 20 cities of India covering

10.000 respondents


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Marketing Intelligence Marketing Research

Ongoing Process Project based onInformation Gap

Usually done in-house Mostly outsourced toM.R. Companies

Not meant for immediate Action orientedaction

General purpose Very specific answersto questions

Focus on competition, Focus on consumers, influencers,environment etc.

Marketing Intelligence versus Marketing Research


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You market HP laptops and are required toconduct a study amongst those intending to buy

a laptop and understand your brand health

(limited to brand awareness, consideration,

purchase, adverting awareness and recall).Please prepare a focused questionnaire to

address this objective [10 marks]

A+C


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Model questionnaire

Good ________. I am conducting a study on laptops . I need a few minof your time. I can assure you that your response would

only be used in a consolidated manner for research

purposes and this would help us to provide better laptops

to you

Q 1: Are you planning to buy any of the following in the next

few months? MULTIPLE CODING

Desktop

Tablet

Laptop

Smartphone

THANK & TERMINATE IF LAPTOP IS NOT CODED


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Q 2: a) If I mention laptops brands in India which is the 1stone that

comes to mind____________

b) What other brands of laptops have you heard of? Any otherbrands you can recall?

c)Which of these brands have you heard of? SHOW BRAND

LIST

Brand 2b Spontaneous

aware

2c Aided

recall

HP 1 1

Lenovo 2 2

Acer 3 3

4 4

5 5

6 6

etc., 7 7


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Model questionnaire

Q 3: Of these brands aware, which ones would you seriouslyconsider before you bought your brand ?

Brand Considered

HP 1

Lenovo 2

3

4

7


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Model questionnaire

Q 4: Which brand are you most likely to buy?

Brand Most likely to buy

HP 1

Lenovo2

3

4

5

6

7


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Model questionnaire

Q 5: Please tell me if you have seen any advertisements of laptopbrands in the last six months? IF Yes then please name thebrands?

Brand Ad awareness

HP 1

Lenovo 2

3

4

5

6

7


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Q 6: You had earlier told me that you have seen advertisements of ________(MENTION BRANDS CODED IN Q5)

Could you please tell me its elements i.e. what was being shown and said inthe advertisement? What was the main message that the ad was trying toconvey RECORD VERBATIM

Brand 1 ___________

Elements Recalled

Main Message


Main Message


Main Message


Main Message

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CLTV

When a company loses an individual customer, the lost profit is equal to the

customerslife time value-that is, the present value of the profit stream that

the company would have realised if the customer had not defected

prematurely.

The LTV represents the customers net current value to the seller. The

lifetime of the customer could be in terms of product life cycle, age etc.

The LTV of a customer is calculated after making certain assumptions w.r.t

the time tenure of future relationship and the net value of cash flows. Data

mining calculates LTV scores based on revenue and tenure. These scores

are then categorised as high, medium & low value based on business rules.

The customers with the high scores can be focussed more on with attention

and perks.

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CLTV Calculation Example

The LTV calculation for a group of lost customers of a courier company

can be explained as follows

The courier company has in all 1000 clients. It lost 10% of its

clients in 2013 due to poor service i.e. a loss of 100 clients

Each client lost represented an avg revenue of Rs 500/-. Hence

the company lost a total revenue of 100*500=50,000/-.

The companysprofit margin is 10%. So the company has lost atotal of 50,000*.10=5,000/- in terms of profit in 2013

If the avg life time tenure of client is taken as 5 years. Then the

life time value loss(for the lost customers) =5000*5=25,000/-

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Types of Questionnaires

Recruitment questionnaire

Mostly used to recruit resp to Qualitative research, CLT-s

Is basically a short screener

Listing questionnaire

When the main questionnaire is to be administered to only a

subset of the total sample

Used to find out incidence/penetration & shortlist main qaire

resp

Main questionnairedetailed, less productivity

q'Aire Solution

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