Some Common errors

in the qaire
Errors
Only tree has been drawn there is no
qaire
Lot of unnecessary ques (place,
attributes etc) specially when I had
mentioned focused
Ques on current usage
Terminating on not using currently &
used before
Errors
Not asking ques in the proper manner
E.g. - your favourite brand
Focusing only on your own brand and
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
You market Hero Honda motorcycles and are
required 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). Please
prepare a focused questionnaire to address this
objective [10 marks]
A+B
Model questionnaire
Good ________. I am conducting a study on motorcycles. I need a few
min 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
Q 2: a) If I mention motorcycles brands in India which is the 1
st
one
that comes to mind____________

b) What other brands of Mobikes have you heard of? Any
other 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
Model questionnaire
Q 3: Of these brands aware, which ones would you seriously
consider before you bought your brand ?






Brand Considered
Hero Honda 1
Bajaj 2
3
4
7
Model questionnaire
Q 4: Which brand are you most likely to buy?













Brand Most likely to buy
Hero Honda
1
Bajaj
2
3
4
5
6
7
Model questionnaire
Q 5: Please tell me if you have seen any advertisements of Mobike
brands in the last six months? IF Yes then please name the
brands?













Brand Ad awareness
Hero Honda
1
Bajaj
2
3
4
5
6
7
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 in
the advertisement? What was the main message that the ad was trying to
convey RECORD VERBATIM















Brand 1 ___________


Elements Recalled
Main Message

Brand 2 ___________ Elements Recalled


Main Message

Brand 3 ___________ Elements Recalled


Main Message

Brand 4 ___________ Elements Recalled


Main Message

Major types
SYNDICATED-multi-
client-

CUSTOMISED-single
client-Eg a study by Lacoste to
find out customers satisfaction
with shopping experience in
Lacoste stores
ONE TIME- not
continuous

TRACK-analysis
time 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

Marketing Intelligence Marketing Research
Ongoing Process Project based on
Information Gap
Usually done in-house Mostly outsourced to
M.R. Companies

Not meant for immediate Action oriented
action
General purpose Very specific answers
to questions
Focus on competition, Focus on consumers, influencers,
environment etc.

Marketing Intelligence versus Marketing Research
You market HP laptops and are required to
conduct 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
Model questionnaire
Good ________. I am conducting a study on laptops . I need a few min
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 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
Q 2: a) If I mention laptops brands in India which is the 1
st
one that
comes to mind____________

b) What other brands of laptops have you heard of? Any other
brands 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
Model questionnaire
Q 3: Of these brands aware, which ones would you seriously
consider before you bought your brand ?






Brand Considered
HP 1
Lenovo 2
3
4
7
Model questionnaire
Q 4: Which brand are you most likely to buy?













Brand Most likely to buy
HP
1
Lenovo
2
3
4
5
6
7
Model questionnaire
Q 5: Please tell me if you have seen any advertisements of laptop
brands in the last six months? IF Yes then please name the
brands?













Brand Ad awareness
HP
1
Lenovo
2
3
4
5
6
7
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 in
the advertisement? What was the main message that the ad was trying to
convey RECORD VERBATIM















Brand 1 ___________


Elements Recalled
Main Message

Brand 2 ___________ Elements Recalled


Main Message

Brand 3 ___________ Elements Recalled


Main Message

Brand 4 ___________ Elements Recalled


Main Message

CLTV
When a company loses an individual customer, the lost profit is equal to the
customers life 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.
20
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 companys profit margin is 10%. So the company has lost a
total 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/-
21
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 questionnaire detailed, less productivity