Качественные методы оценки

Methods For Evaluating Advertising Performance

Olga Petrovna Lidowskaya, head of the Marketing Division of the AoO Arctel (Adam Magic)

Qualitative marketing studies are monitoring the behaviour of real and potential consumers. Information obtained from such observations and conclusions cannot be given in any standard form. The results of the study are therefore unique each time.

In qualitative studies, different information can be obtained from consumers, which can be customized. For example, good research on the promotion of yogurts can be obtained from consumers that can be verbally expressed differently. But it is possible to break these responses to negative, positive and neutral (i.e. to assign some kind of consumer response). Further, after considering the number of responses in each of the three categories and the percentage of each of the categories in the total, qualitative studies are converted into quantitative form.

The following methods of qualitative research are most common: observation, focus groups, in-depth interviews, panel method, etc. Consider in detail each of the methods with examples, identification of merits and shortcomings.

Method of observation

Monitoring of consumer actions and actions in the selection of goods, situations, reactions of different groups to advertising, etc. The researcher(s) shall record the information received in accordance with the objectives of the study.

Performance information marketing and advertising The activities can be monitored by consumers ' reactions to advertising (in public places such as the supermarket) and the most useful information can be obtained. First of all, it is possible to understand the extent to which advertising meets the objective; to the extent that it is understood by the consumer, whether it draws attention, encourages the purchase, and that adjustments should be made to the factors or advantages of the goods to focus next time, etc.

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