MARKET AND SOCIAL RESEARCH

Market and Social Research

Table of Contents

THE CLIENT BRIEF: BACKGROUND2

Research Question3

Hypothesis4

Dependant and Independent Variables4

THE PROPOSAL: OBJECTIVES4

THE PROPOSAL: RESEARCH DESIGN6

THE PROPOSAL: DATA COLLECTION - METHODOLOGY8

THE PROPOSAL: SAMPLING PLAN10

Informed Consent10

Confidentiality11

Limitation of the Study11

Ethical Concerns11

THE PROPOSAL: DATA ANALYSIS12

Validity13

References14

Appendix15

Consent Form15

Interview Questionnaire18

Market and Social Research

THE CLIENT BRIEF: BACKGROUND

The objective of this research proposal of Ogilvy and Mather (Advertising Agency) is to assist the client in understanding which media consumers trust the most when selecting products and brands.

Previous literature shows that the there are various forms of marketing mediums which exist from the last four decades such as print media, electronic media, outdoor media, personal selling, direct marketing, sales promotion strategies, public relation etc. therefore, the selection of appropriate media will depend upon the product/ service being offered by the marketer.

The potential client of Ogilvy and Mather (Advertising Agency) is XYZ Company, which is one of new consumer Product Company which falls under the Fast Moving Consumer Goods (FMCG) category. My client is new in the marketplace so it is facing various problems in competition such as high promotional expenses, negligible market share and unattractive marketing strategies. Therefore, in order to penetrate in the highly competitive market I (Advertising Agency) will assist my client for the adoption of print and electronic media advertisements. The reason is that the print and electronic medium advertisement creates high impact on the consumers' perception regarding the product quality, its price, branding etc.

The first thing we need to look over is that the brand image is what we have or we want to create. Image means personality. Like those companies or products have a certain personality. The personality of a product is an amalgam of many factors: its name, its packaging (or packaging), price, style of advertising and, above all, its very nature. Moreover, the identity of a company indicates a number of essential elements such as: property, products, presentations and publications. Today, marketing is vital in: 1) the economy of businesses, organizations and nations, 2) in improving the quality of life of people and 3) generation companies more competitive and capable of meeting the needs and desires of society. Therefore, no nation, corporation, organization or individual may overlook the importance of marketing in the development of society or group of people and the economy.

Advertising is a persuasive communication to target a certain group or groups. The first step is to identify the target audience, since advertising must conform to the characteristics of those who intended message. The more you know about the group, the accurate the message, and more directed means of transmission. Psychographic segmentation intends to simplify the problem by classifying the target audience in terms of lifestyle. This information will link the treatment with the appropriate values that will help create a favorable attitude towards advertising. It assumes that it automatically switches to the corresponding ratio for the brand (Young 2008, pp. 407).

Research Question

Does the understanding that which media consumers trust the most when selecting products and brands will lead to high market ...