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Файл:The English Language of Marketing. Учебное пособие
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Uniteight.Research
UNIT EIGHT
RESEARCH
Special Terms
Survey обозрение, исследование, обзор
Questionnaire анкета
Focus group группа потребителей, приглашаемая
на интервью (фокусная группа)
Concept test концептуальный тест
Postmortem вскрытие причин
Prototype прототип
Panel панель (группа людей, отобранных
по какому-либо признаку)
Sales forecast прогноз продаж
Quota квота
Saturation point точка насыщения
Market testing рыночное испытание
Trajectory method метод траектории
Working on the text
Read and translate the text.
Research
In order to make their frequent decisions, marketers depend
on various kinds of information. This data is collected, tabulated,
codified, analyzed, and presented by sophisticated techniques designed to reveal what consumers will buy, why they will buy it,
and how much they will pay for it.
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TheEnglishLanguageofMarketing
Product research aims at adapting products to the desires of
buyers. Consumer survey data, gathered by personal interviews, telephone or mail, are used to reach conclusions about market preferences. Often a questionnaire is used to obtain such feedback.
Researchers may use a focus group or concept test to assess
the need the product is supposed to fill. A product may look
good on paper and make sense to those who design it, but it may
not appeal to the public. In the case of one pharmaceutical firm, a
pain-killing pill was developed to be taken without water; that
feature was its main advantage over other analgesics. The idea
was sound, but the product did not sell. A postmortem revealed
that people want to take tablets with water because they believe,
correctly or not that water makes medicine more effective. The
next step in product testing may be to design a prototype to determine a panel's reactions to the product as they use it. Food,
clothing, cosmetics, and appliances are examples of products which
are often use-tested. The purposes of use-testing are to determine
the specific qualities that are liked or disliked, the value of the
product to consumers, the various uses of the product, and how it
compares with existing products. Comparisons in which a specific
product is rated against another are known as paired comparison
tests. When a product is rated on its own merits, with no comparisons, the test is called monadic.
Market forecasts and commercial tests are frequently developed to precisely measure expected sales and to select the appropriate packaging, brand name, and communication appeal. The sales
forecast is usually the key to planning and controlling a company's
operations. Short-term forecasts are used to regulate production,
inventories, and purchasing. They are aids in setting quotas, direct-
ing sales efforts, and budgeting. Long-range sales forecasts are used
most often in planning long-term financing and development and
in supporting investment credit applications. Some large firms forecast general business conditions in an attempt to predict the economic climate and its influence on their future activities. Many decisions are based on detailed knowledge of sales opportunities and
projected sales volume. This research area of market potential is
generally divided into two parts: the qualitative area identifies and
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Uniteight.Research
diagnoses markets, the quantitative area forecasts future demand
and estimates current potential.
Package research seeks to give a product’s package more
"shelf appeal" through the use of designs, materials, and colors. Attractive packaging may influence buyers to choose one product
over another when both are similar in price or content. Brand
names, too, are market tested to see if customers unconsciously or
openly identify strengths and qualities with certain names.
Communication research is usually divided into two main
areas of inquiry: one measures the effectiveness of the ad itself and
another measures the suitability and economy of the media carrying the message. This type of research is highly specialized and is
used by advertisers, advertising agencies and the media. The advertisers want assurances that their money is making money. The
agencies must learn and demonstrate to their clients by solid research what is effective. The media must present themselves as
productive vehicles for communication.
Measuring the effectiveness of advertising material before it is
published, broadcast or telecast, is known as pre-testing; this can
prevent costly mistakes. Post-testing measures advertisment that
has been read, listened to or seen. Some of the most common methods for pre- and post-testing are the following:
Consumer jury tests ask groups of possible consumers to evaluate the message's effects. These groups may reveal insights into
their attitudes and reactions to overall ad effectiveness, but specific
copy effectiveness is usually measured by interviewing individuals.
Awareness measurements look for brand or advertising familiarity. Respondents are asked various types of questions to gauge
advertising effectiveness and brand consciousness, a question like
"What did you see advertised on TV last night?".
Recall measurements seek a respondent's ability to remember
any ad of a specific product or the content of a particular ad. An
aided recall test attempts to discover those brand names or logos
which are most deeply impressed on consumers minds: ''What brand
of beer do you remember seeing or hearing advertised recently". Unaided recall tests are without clues: ''What ads have you seen recently
that impressed you most?". Triple associate recall tests seek to learn
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TheEnglishLanguageofMarketing
the extent of consumers' associations with products, brand names,
and copy themes. "What beer advertises that it is 'the one to have
when you're having more than one'?"
Recognition tests judge the respondents interest in ads located in magazines they say they read. Very often in these tests
respondents will go through the magazine page by page with an
interviewer and answer general and specific questions such as:
"Have you seen this ad before?" "Did you notice this part?", "Did
you associate it with this advertiser?”. Scores are compiled for ads
that are "noticed", "seen / associated" or "read" most.
Attitude and attitude change measurements seek first to
understand the nature of opinions. A product's image is an important clue to which segment of the market may buy it. Attitude devices also analyze the degree of modification in attitudes as a result
of specific advertising.
Psychological measurements hope to discover unconscious
reactions to advertising stimuli. A respondent may claim to like a
magazine because it is comprehensive, but may in fact be impressed
by the imagined status of its subscribers. Probing the subconscious
reasons for buying requires trained interviewers or sophisticated
machines like the galvanic skin response recorder. This electronic
device allegedly measures the intensity of a person's feelings, using
technology like that of the lie detector. Motivational research relies
on psychology and sociology to learn why people really behave,
react and buy as they do.
Sales results in themselves measure the effectiveness of ads.
One of the aims is to determine the maximum volume of advertising
a market can absorb before the saturation point is reached.
Media research, another type of communications research, is
conducted to determine the most effective, least expensive way to
reach people. Advertising gets maximum results when it reaches
the greatest number of prospective buyers at the lowest cost. The
first step in this process is to find out from each medium the number and kind of people it reaches, how often, where, and at what
cost. Each medium does its own research for this purpose. Magazines and newspapers measure their audiences by circulation rea-
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Uniteight.Research
dership, and to some extent on surveys, while TV and radio must
rely only on surveys.
Thanks to computers, techniques for measuring consumer data are very refined. Not a survey is done in which data are not tabulated, analyzed, and manipulated by computer. Such sophisticated
measurement can tell advertisers what proportion of consumers
reached are professionals, laborers or students. This is the starting
point for defining an audience. It is of prime importance for the advertisers to have data concerning age, sex, location, occupation, and
income level so that they can match the message and the medium to
the audience.
Since actual sales are the best proof that a product will sell,
controlled sales experiments, or market tests, are a favorite of researchers. Products are tested under conditions designed to measure their sales in normal circumstances, against competition, in
season, and in a repeat cycle.
All these techniques, approaches, and reasons for research
apply to existing, as well as new, products. Even well-tested products of long standing are closely monitored. Sometimes the need
for adjustments in the marketing effort becomes evident through
sales or market share analyses. Consumer-attitude surveys and
use tests are designed to keep up with the current state of the market. Recently introduced products are watched carefully to see that
they behave as predicted. Since speed in assessing performance is
vital, marketers trace their goals by the trajectory method which
utilizes the same principles as those which follow-rocket and missiles.
Comprehension
Tick the correct answer (A, B or C) for 1-5 below:
1. Why do marketers use questionnaires in their surveys?
A. To gather as complete data as possible;
B. To make a conclusion about market preferences;
C. To understand the best qualities of a rival product.
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TheEnglishLanguageofMarketing
2. A monadic test is:
A. When a product is rated in monetary value;
B. When a product is estimated on it’s own advantages;
C. When a product is compared with existing products.
3. “Shelf-appeal” deals with:
A. Packaging;
B. Advertising;
C. Content.
4. Vehicles for communication are:
A. The type of research;
B. Advertising agencies;
C. Mass media.
5. Consumer-attitude surveys and use tests are designed to:
A. Learn about market preferences;
B. Collect census data;
C. Calculate the payoff.
Exercise 1
Find English equivalents in the text.
Vocabulary Practice
Получать обратную связь; собирать информацию, кодировать и сводить в таблицу; данные обзора потребителей;
иметь смысл; апробация нового товара; промышленные испытания; предсказать экономический климат; товарный вид;
продуктивный вид рекламы; бессознательная реакция на рекламный стимул, тираж, отслеживать свою цель, использовать
те же принципы, грубая оценка.
Exercise 2
Fill in the blanks with one of the words below. Change the
form of the words where necessary.
a) postmortem; b) communication technologies; c) feasible;
economic climate; e
d
survey; f
failure;
ected; i
needs.
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§9 of
Uniteight.Research
Forces like economic integration and the increased sophistication of _____1_ _____ are moving markets toward greater unification. For most products, however, standardized plans
aren’t____2___ as evidenced by___3______ which showed that only one in ten consumer products was exported without significant
modification. ___4____ to modify products or services to meet local market____5___ can have expensive consequences.
During the April-June 1993 the Euro-Disney theme park in
France lost a disastrous 87 million while stock values plunged 20
per cent. ______6____ revealed that the key reason was misjudged_____ 7 ______, and misjudged cultural environments. Interestingly, the same values resoundingly_____8____ in France were
resoundingly successful in Disney Japan, where more visitors
traipsed through the theme park in 5 years than traipsed through
the original Disneyland theme park in 35 years.
Grammar Revision: Conditionals
If (unless, provided) introduces a condition. It means that
something may happen depending on the circumstances. There are four
main types of conditional sentences:
1. Stating a general rule
If you rate a product against another it is paired comparison.
2. Speculating about the future (promising or threatening)
If we try to forecast general business conditions we’ll be
able to predict the influence of the economic climate on our fu-
ture activities.
3. Imagining
If the postmortem revealed the reasons for failure they
would never make similar mistakes.
4. Speculating about the past
If the new product had been use-tested it would have
helped to determine the specific qualities that are disliked by
consumers.
There are also mixed types of conditional. For more information
see
the Grammar Reference
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TheEnglishLanguageofMarketing
Exercise 3
Define the type of conditionals in the following sentences.
Translate the sentences into Russian.
1. If we wanted to measure consumers’ interest in ads located
in magazines we would use recognition tests.
2. If the company had taken into account the degree of cultural
grounding they would have adapted their product.
3. We won’t strike a deal with you unless you create favorable
conditions.
4. If the company had used census data they would have posi-
tioned their products more accurately.
5. If you tabulated the collected information it would be easier
to analyze it.
6. We might be able to reduce the expenditure on advertising on
condition our partners help us.
7. If you do know your customer, and if you do bring real val-
ue to that customer, the two of you will be doing business
for life.
Exercise 4
Open the brackets using the correct form of the Conditionals.
1. If respondents (to ask) to gauge advertising effectiveness and
brand consciousness it (to be) awareness measurements.
2. If they (use) trained interviewers while conducting the sur-
vey, the advertising campaign (not to be) such a failure.
3. Provided they (not to go) on their offer, we (to sign) the
agreement next week.
4. If we (break into) the Indian market at that time our turnover
(to increase) long ago.
5. We (not to use) questionnaires, focus groups or concept tests
if we (to know) a better way of assessing the need the prod-
uct is supposed to fill.
6. Don’t promise anything unless you (to be sure) completely.
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Uniteight.Research
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Exercise 5
Translate from Russian into English making use of the vocabulary of the lesson.
1. Если какой-то товар не продается, необходим анализ,
чтобы вскрыть причины неудачи.
2. Чтобы определить специфические характеристики то-
вара, которые нравятся или не нравятся потребителю
используются различные виды тестов, анкеты, сравнения
с другими товарами.
3. Рыночные прогнозы часто используются с целью полу-
чить оценку ожидаемых продаж, а
также выбрать соответ-
ствующую упаковку, наименование и средство рекламы.
4. Данные переписи населения обеспечивают маркетоло-
гов информацией о покупательной способности потен-
циальных потребителей, размерах рынка, доходах на
душу населения.
5. Издательства журналов и газет оценивают аудиторию
своих читателей по раскупаемому тиражу.
6. Тесты потребительского жюри направлены на выявле-
ние воздействия данной
рекламы на возможного поку-
пателя.
7. Тесты на узнаваемость оценивают рекламу, размещен-
ную в журналах.
8. Оценка осведомленности направлена на поиск знакомых
брендов или рекламы.
Vocabulary Test
Match the words in the left column to their definitions in the
right one.
1. Pa
an original form of a product
which serves as a model for its future
roduction
99
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p
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TheEnglishLanguageofMarketing
2. Surve
B) a statistically selected sampling of
people representing a specific population
3. Trajectory method C) seek a respondent’s ability to re-
member any ad of a specific product
or the content of a
articular ad
4. Questionnaire D) in marketing, an examination to
determine the reasons
For failure in any part of the marketin
lan
5. Market testing E) an attempt to predict the future
about
roduct sales or market levels
6. Focus group F) hope to discover unconscious reac-
tions to advertisin
stimuli
7. Saturation point G) the final choice, solution, or result
8. Concept test H) a way of setting goals according to
research results and analyses; the
product’s path is monitored closely on
a
9. Quota
h
the amount beyond which no more
can be absorbed
10. Postmortem J) a research technique in which the
product is sold at selected locations
while its reception by consumers is
observed
11. Prototype K) ask groups of possible consumers
12. Panel
to evaluate the messa
e the respondents interest in
e’s effects
ads located in magazines they say
the
read
13. Sales forecast M) an assigned goal of the total vo-
lume of sales to be reached within a
s
ecific time period
14. Consumer jury test N) looking for brand or advertising
familiarit
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