Transcript Day 2 * Marketing Research*

Day 2 – Marketing Research…
• http://www.imdb.com/boxoffice/
Managing the Information
• The quality and validity of the data collected are critical to the
usefulness of the information. “Garbage in, garbage out”.
• Data mining – the use of powerful computers to “dig up” data
needed to make decisions.
– Eg. AC Nielsen – record tv viewing habits of sample households
– Loyalty cards – keep track of consumer purchases, link with
demographic information
• Electronic marketers gather information on website visitors
through the use of cookies.
• Cookie – a small data file that is placed on the hard drive of a
web site visitor that collects and reports data on the visitor. It
tracks how often the site is visited, where in the site they go,
which ads they view and click on, where they clicked from to
get on the site, etc.
Consumer Privacy
• Decisions based on data can help customers and businesses but
data must be collected and used with care.
• The protection of customers’ privacy and their right to know how
their personal information is being used are key issues being
regulated by industry and federal legislation.
• The mandate of the Office of the Privacy Commissioner of Canada
(OPC) is overseeing compliance with both the Privacy Act, which
covers the personal information-handling practices of federal
government departments and agencies, and the Personal
Information Protection and Electronic Documents Act (PIPEDA),
Canada’s private sector privacy law.
• The mission of the Office of the Privacy Commissioner of Canada
(OPC) is to protect and promote the privacy rights of individuals.
Ranking the Ads
• Internet sites like Google are search engines funded by
sponsors that advertise on the site.
• Google ranks advertisements based on the amount
companies are paying for the ads and based on data collected
including click-through rates
• Click-through rate: determined by dividing the number of
times an ad is clicked on by the number of times an ad is
shown.
• The effectiveness of an advertisement is immediately known
and the more effective ads are moved up closer to the top of
the web page.
Questions
1. You have placed a different ad on two search engine sites.
Every time certain key words are used at each site, your ad
comes up on the search-results page. Both ads link visitors to
your web site. Search engine site A has reported that in the
past month your ad has been displayed 56,690 times and
that 8,503 visitors have clicked on your ad. Search engine site
B reports that your ad has been displayed 66,500 times and
that 8,910 visitors have click on your ad. Based on the clickthrough rates, which ad has been the most effective? How
will you use this information when creating future Internet
ads?
Answer
Click-through rates
• Site A = 8,503/56,960 =14.9%
• Site B = 8,910 / 66,500 = 13.4 %
• Therefore site A is more effective
• This information could be used to place more ads on site A. Or
to determine why site B is faltering and improve the ad
effectiveness to match site A.
Article: Making Money on Twitter with
Ad.ly
• Read article and answer questions.
Assigned Questions
1. Complete the Math Check on page 293 of the text.
2. Read Hooray for Bollywood on page 299.
1.
2.
3.
Describe the typical Bollywood film.
How are the films changing to cross over to the English language
market.
Name 2 Indian films that have “wowed” the American film industry.
3. Product testing is an example of what type of research?
4. Name two research methods that might be used to find
quantitative data in the entertainment market.
5. Explain the difference between contrived settings and natural
settings.
6. Read “Hot Property” on pg 300. Answer the two questions.
7. What methods do media entertainment marketers use to test
their products?
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4. Name two research methods that might be used to find
quantitative data in the entertainment market.
5. Explain the difference between contrived settings and
natural settings.
6. What methods do media entertainment marketers use to
test their products?
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